9 Tips for a Healthy Product Culture

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Arne Kittler

Presentation from Braga.Product Meetup on March 20th 2018

Direction et management

XING Folie??
9 Tips for a Healthy Product Culture
Braga (not Porto), March 2018
@arnekittler

Strengthen Product as a Craft
within your Organization
Better!
More Effective!
Happier!

One challenge: Scaling - XING has over 50 Product People

… and they sit with with their cross-functional teams.

Problem: We lost touch – our Product Culture suffered!

Title/Name/Place/Date (edit by "Insert > Header and Footer") 9
Values
A common direction for all

10
You need shared values to turn a group of
talented individuals into a healthy
product organization.

11
P@X
Values – Tip 1
Build a Community
of Practice

Values – Tip 2
Define a North Star
Value Statements & Examples

In a role as broad as Product Management
and an environment as dynamic as ours
you constantly learn – or fall behind.

Learning – Tip 3
Establish a culture
of experimentation

Alignment
The Modern Product Person’s Must Have Skill

Alignment
The Modern Product Person’s Must Have Skill
AVOID
WASTE

Alignment
The Modern Product Person’s Must Have Skill
AVOID
WASTE
EARN
AUTONOMY

The better Product Managers are aligned
about the WHY and WHAT of their product,
the more autonomy they will be granted
with regards to HOW they build it.

A Framework for Collaborative, Bottom-Up Alignment
Alignment – Tip 1
AUFTRAGSKLÄRUNG

3 Dimensions of Alignment (driven by PM)
Laterally: Peers & Partners
Inwards: Team
Upwards: Management

30
INTENT
What do you really,
really want??
BILD Spice Girls

31
OUTCOME
Which needle do you
want to move?

Quarterly Elevator Pitches
Alignment – Tip 2
Give an overview

Clarification Manifesto
1. If you get stuck: trigger escalation early!
2. Present escalation jointly!
3. Be clear about what’s unclear!
4. Decision makers: Clarify, then hand it back!

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"In my presentation I will share my personal learnings with two aspects of Product Management at XING: Mainly I will talk about our approach to scaling mobile product management. Like many other digital companies started before 2010, XING’s approach to product management was strongly web-oriented and mobile had been treated as a by-product handled by a small silo of specialists. What we aim for today is a full-stack product thinking in which a product team not just owns the domain specific business logic and the web representation of their product, but also all other touchpoints and in particular mobile. As a result we now build our native core apps as a distributed and collaborative effort of several teams. I will share my learnings from managing the change process of „unleashing mobile“ across XING and what it means for the product managers involved. As a second topic I will dive deeper into one question which is closely connected to this distributed, collaborative approach: How to create the necessary alignment between autonomous teams? I will present a framework for alignment which we call „Auftragsklärung“ (rough translation: „assignment clarification“ – I will explain why I prefer the German terminology). Auftragsklärung has helped to add a lot of clarity to the way we manage products and also be applied in other contexts such as start-ups or agency work."

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9 Tips for a Healthy Product Culture

1. XING Folie?? 9 Tips for a Healthy Product Culture Braga (not Porto), March 2018 @arnekittler

2. Product Culture?

3. Strengthen Product as a Craft within your Organization Better! More Effective! Happier!

4. One challenge: Scaling - XING has over 50 Product People

5. … and they sit with with their cross-functional teams.

6. Problem: We lost touch – our Product Culture suffered!

7. Product Culture needs active care!

8. Learning Alignment Values

9. Title/Name/Place/Date (edit by "Insert > Header and Footer") 9 Values A common direction for all

10. 10 You need shared values to turn a group of talented individuals into a healthy product organization.

11. 11 P@X Values – Tip 1 Build a Community of Practice

12. Values – Tip 2 Define a North Star Value Statements & Examples

13. Values – Tip 3 Celebrate good behavior

14. Learning Getting Better Every Day

15. In a role as broad as Product Management and an environment as dynamic as ours you constantly learn – or fall behind.

16. Learning – Tip 1 Learn from each other

17. Collaborative Sessions

18. Bar Camp

19. Learning – Tip 2 Learn from others

20. Learning – Tip 3 Establish a culture of experimentation

21. User Feedback Coffee

22. Learning Newsletter

23. Alignment The Modern Product Person’s Must Have Skill

24. Alignment The Modern Product Person’s Must Have Skill AVOID WASTE

25. Alignment The Modern Product Person’s Must Have Skill AVOID WASTE EARN AUTONOMY

26. The better Product Managers are aligned about the WHY and WHAT of their product, the more autonomy they will be granted with regards to HOW they build it.

27. A Framework for Collaborative, Bottom-Up Alignment Alignment – Tip 1 AUFTRAGSKLÄRUNG

28. 3 Dimensions of Alignment (driven by PM) Laterally: Peers & Partners Inwards: Team Upwards: Management

29. 29 A CANVAS! to trigger dialogue

30. 30 INTENT What do you really, really want?? BILD Spice Girls

31. 31 OUTCOME Which needle do you want to move?

32. Quarterly Elevator Pitches Alignment – Tip 2 Give an overview

33. 33 90 SEC / Q

34. 34 We need to TALK

35. Alignment – Tip 3 Encourage Escalation!

36. Clarification Manifesto 1. If you get stuck: trigger escalation early! 2. Present escalation jointly! 3. Be clear about what’s unclear! 4. Decision makers: Clarify, then hand it back!

37. @arnekittler @XING_pt Muito Obrigado!

9 Tips for a Healthy Product Culture

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