My Presentation from Agile 2012 in Dallas

1. Product Vision as a Tool
in everyday Agile work

2. Introduction
Who am I?
What is my Vision?
PO/PMs are overwhelmed with details
Need = strategic AND practical
Make vision a widespread iterative tool
Lots of Examples...one constraint

3. Introduction
Who am I?
What is my Vision?
PO/PMs are overwhelmed with details
Need = strategic AND practical
Make vision a widespread iterative tool
Lots of Examples...one constraint

4. Overview
Developing a product vision
Communicating your ideas and plans
Using vision everyday
When vision meets reality

5. Markets are Conversations
So what do
you have to
say?

6. Developing a Product Vision
A vision should be an opinion.
Should be expressible on an
elevator ride
If it is unique it separates you
from the pack

7. Typical Visions
“Leading Provider...”
“Increase ROI”
“Be a market leader”
“To be recognized”

8. Typical Visions
“Leading Provider...” = “I want to win”
“Increase ROI”
“Be a market leader”
“To be recognized”

9. Typical Visions
“Leading Provider...” = “I want to win”
“Increase ROI” = “... more money”
“Be a market leader”
“To be recognized”

10. Typical Visions
“Leading Provider...” = “I want to win”
“Increase ROI” = “... more money”
“Be a market leader” = “... be successful”
“To be recognized”

11. Typical Visions
“Leading Provider...” = “I want to win”
“Increase ROI” = “... more money”
“Be a market leader” = “... be successful”
“To be recognized” = “...be important”

12. Typical Visions
“Leading Provider...” = “I want to win”
“Increase ROI” = “... more money”
“Be a market leader” = “... be successful”
“To be recognized” = “...be important”

13. Cluetrain
Companies attempting to position
themselves should take a position.
Optimally it should relate to something
the market actually cares about.
Bombastic boasts do not = a position

14. How do you see the world?
Who else sees things
the way I do?

15. How do you see the world?
Worldview : What do you
believe?
Who else sees things
the way I do?
What does the future look
like?
Given your worldview, what is
needed and most important?

16. Thinking Different
Not enough to have an opinion, it needs to
stand out.
Sometimes be a contrarian!
What makes you capable/
interesting?
Partners rather than
competitors?

18. What are you doing
about what you believe?
Building the product that is needed
Your Worldview builds the case
What product or services SUPPORT
your opinions?
Prioritize vs ignore vs outsource

19. Examples

20. Examples
- A Gun is a Tool

21. Examples
- A Gun is a Tool
Envisions a handgun that emphasizes
reliability and light weight over looks
Solution: Polymer Glock 17 with 50%
fewer parts than competitors
Changed perceptions

22. Examples

23. Examples
- Simple Sync

24. Examples
- Simple Sync
Envisions a connected world with people
having many devices
Solution: Seamless and effortless syncing
and backup across devices
Demonstrated Cloud utility

25. Examples
Envisions a connected world with people
having many devices
Solution: Seamless and effortless syncing
and backup across devices
Demonstrated Cloud utility

26. Examples

27. Communicating
Who and How
Many kinds of people: customers, supporters,
investors, partners
Drawing your Worldview
Statements, Papers, Talks, Screencasts, Demos
Thought leaders, Communities, Reviews

28. Vision Examples
DataHero Brings Analytics to Everyone
Organize the world’s information and make it
universally accessible and useful. - ??
Our values reflect those of a business started by a
band of climbers and surfers, and the minimalist style
they promoted. The approach we take towards product
design demonstrates a bias for simplicity and utility.
- ??
A place where incredibly talented individuals are
empowered to put their best work into the hands of
millions of people, with very little in their way. - ??

29. Vision as a Tool
Motivation - Eyes on the prize
Prioritization and evaluation
Integration and Testing
DevOps & Continuous Delivery

30. Motivation

31. Motivation

32. Motivation

33. Motivation
Vision needs to be reinforced!

34. Motivation
Vision needs to be reinforced!
Every planning meeting

35. Motivation
Vision needs to be reinforced!
Every planning meeting
Start with big picture -> current
sprint

36. Motivation
Vision needs to be reinforced!
Every planning meeting
Start with big picture -> current
sprint
Other reminders - flags, posters, talks

37. Prioritization
If this process is mysterious you have a problem
<- smell
Break priority apart - Offense, Defense, Cost,...
Does it support your Worldview? - upgrade
Be creative about focusing on your vision!
Minimizing effort on everything else

38. Scientific Method for
Development
Customer Development
Validated Learning

39. Integration and Test
Q: Do your tests PROVE your vision?
Example: “The future of education is a custom
learning plan for every child.”
Tests (focus of testing your core assumptions)
Practical for one teacher to create 20-30
plans?
Assign and track?
Schools managing hundreds of plans?
Parent communication? Support?

40. DevOps, Continuous Delivery
Presents its own vision of software development without
complex and risky releases
Small incremental features delivered as they are built -
always integrating and testing
Build your vision in small
steps rather than all at
once
This is win since your
vision is likely to evolve
Minimize Up front
investment

41. When Vision meets Reality

42. Market Reactions
Your own Sales force - help them tell the tale
Customers, Partners, Upper Mgmt
Press, Analysts
They want a “story”, give them yours
Wild-eyed supporters
and trolls
Productive use of
feedback

43. Dealing with “Events”
You won’t always be the freshest idea out there
Others will always make claims that they have it
all “figured out”
Easy to panic...
Go back to your Worldview
Are your assumptions still valid?
Do you still believe in your story?
Ok to change and evolve - pivot

44. Thanks!
BTW Valtech is just starting to work in Hawaii...
kelly.looney@valtech.com

45. Thanks!
BTW Valtech is just starting to work in Hawaii...
kelly.looney@valtech.com

46. Gain Attention

47. Avoid Hecklers

48. Be Thought-Provoking

49. Avoid

50. Goal