5/7/12 #ProdMgmtTalk How To Develop A Compelling Value Proposition

Transcript from May 7, 2012: Global Product Management Talk
Jeff Lash, Product Management Thought Leader & Author

How To Develop A Compelling Value Proposition
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Jeff Lash @JeffLash discussed How To Develop A Compelling Value Proposition on May 7,
2012 on the Global Product Management Talk using the hashtag #ProdMgmtTalk

INTRO

Developing a compelling value proposition is one of the most important aspects of product
development. A value proposition is a short summary of the value which a product will deliver to
customers. Without it, product managers and product teams struggle to define what they're
building, for whom, why that matters, and how that can be translated into product success. This
talk will focus on how to develop a strong value proposition for new and existing products alike.

Each week, The Global Product Management Talk features an expert guest speaker who asks questions of
the participants on Twitter in a Socratic discussion. The speaker and co-hosts broadcast their comments
over BlogTalkRadio. The transcript of Tweets and podcast are available after the live event.





Host, Cindy F. Solomon @CindyFSolomon is joined by co-hosts Roger Cauvin @RCauvin and Erika L.
Andersen @ErikaLAndersen

ABOUT JEFF LASH
Jeff is a product management leader with 10+ years of experience in development of web-based
products and services with companies including Elsevier, MasterCard International, and XPLANE.
He is author of the popular blog How To Be a Good Product Manager
(www.goodproductmanager.com), has been published in the books "42 Rules of Product
Management" and "42 Rules of Product Marketing," and is a co-founder of Product Camp St.
Louis. Jeff currently is Vice President, Product Portfolio Management within the Clinical Decision
Support division of Elsevier.

PRE-POSTED QUESTIONS
Q1 What are some of the challenges faced in developing a value proposition?
Q2 How does a value proposition fit into the idea of being lean/agile?
Q3 Who "owns" the value proposition -- product manager, product marketer, executive?
Q4 How do you know if you have a "good" or "compelling" value proposition?
Q5 Who should be involved in creating/validating a value proposition?

TWEET CHRONOLOGY
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Join Global Product Management Talk! http://linkd.in/jRmwRx
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jefflash Join me today 4pm ET here (or http://t.co/QaJ6AteI) for #ProdMgmtTalk on Value Propositions:
infohttp://t.co/ixcthxT4 #prodmgmt #prodmgkt -6:30 AM May 7th, 2012

annua RT @cindyfsolomon: #ProdMgmtTalk How To Develop A Compelling Value Proposition
w/ @JeffLash @RCauvin@ErikaLAndersen #prodmgmt Today! http://t.co/vOu7czVt -9:34 AM May 7th, 2012

baltomel RT @ProdMgmtTalk: RT @jefflash: Someone hating on competitor's product doesn't mean they'll love
yours.#prodmgmt #prodmgmttalk http://t.co/LGp2funh -9:44 AM May 7th, 2012

roadmapwarrior #innochat & #brandchat ppl should join us MT#ProdMgmtTalk How To Develop A Compelling Value
Proposition - Today 4pm ET http://t.co/iAudrXKV -10:26 AM May 7th, 2012

hmdelcastillo Accelerate your career, attend the @aipmmsessions by #prodmgmttalk at @pcamputah & save $
on#prodmgmt & #prodmktg ce…http://t.co/SttLMKQ3 -10:34 AM May 7th, 2012




Jeff Lash, Product Management Thought Leader & Author, "How To Be a Good Product Manager"
How To Develop A Compelling Value Proposition MAIL:
http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yr

ProdMgmtTalk http://t.co/W9BMnzIQ Welcome, Nitin! Here's background information & qyestions for
today's #ProdMgmtTalkdiscussion:... -10:51 AM May 7th, 2012

ProdMgmtTalk #PCampDFW Date change: June 23rd @ UT Dallas School of Management http://t.co/DH9ixG8h
#pcamp#prodmgmt #prodmgmttalk -10:59 AM May 7th, 2012

rcauvin Looking forward to today's #prodmgmttalk w/@JeffLash on compelling value propositions. #prodmgmt -11:12 AM
May 7th, 2012

equintanilla RT @rcauvin: Looking forward to today's#prodmgmttalk w/ @JeffLash on compelling value
propositions.#prodmgmt -11:12 AM May 7th, 2012

pranavdesai RT @cindyfsolomon: RT @rcauvin: Looking forward to today's #prodmgmttalk w/ @JeffLash on compelling
value propositions. #prodmgmt Join us! http://t.co/vOu7czVt -11:13 AM May 7th, 2012

ProdMgmtTalk In sync w/today's #prodmgmttalk ! RT@brainmates: getting ready for executive breakfast w/ Deanne
Weir re: value of #prodmgmt to c suite -12:21 PM May 7th, 2012

jefflash Get ready for a bunch of #prodmgmt tweets coming your way. If you're getting 'em via SMS you may want to
turn that off for now #prodmgmttalk -12:57 PM May 7th, 2012

ProdMgmtTalk @RCauvin cares about Q4 Most! How do you know if you have a "good" or "compelling" value
proposition?#prodmgmttalk -12:58 PM May 7th, 2012

ProdMgmtTalk Today's resources with questions for discussion:http://t.co/28qVCSqF How To Develop A Compelling
Value Proposition @JeffLash #prodmgmttalk -12:59 PM May 7th, 2012

jefflash Let's get this discussion going: What are some of the challenges faced in developing a value
proposition?#prodmgmttalk -1:02 PM May 7th, 2012

d8a_driven I'd say the hardest is knowing your customer#prodmgmttalk -1:04 PM May 7th, 2012

d8a_driven Surveys are easy, good interviews harder, cross-connecting them to produce a working persona the
hardest#prodmgmttalk -1:05 PM May 7th, 2012

jefflash @d8a_driven Is the hard part really just "knowing" your customer, or figuring out what they value / would pay
for?#prodmgmttalk -1:06 PM May 7th, 2012

roadmapwarrior One challenge (dunno if biggest) is helping org understand value prop & feature list are not the same
thing#prodmgmttalk -1:07 PM May 7th, 2012

d8a_driven Yes, the hardest question to get a straight answer to is: would you buy this? #prodmgmttalk -1:07 PM May 7th,
2012

milasgai Understanding what their needs are and aligning your product to those needs #prodmgmttalk -1:08 PM May 7th, 2012

_______________________________________________________________________________________________




ErikaLAndersen Welcome @roadmapwarrior and @d8a_driven to #prodmgmttalk -1:08 PM May 7th, 2012

ProdMgmtTalk Welcome @d8a_driven @roadmapwarrior@ErikalAndersen @milasgai @cindyfsolomon today's
resources http://t.co/28qVCSqF #prodmgmttalk -1:08 PM May 7th, 2012

d8a_driven @roadmapwarrior is this usually a problem with marketers? I usually face it with
engineering. #prodmgmttalk-1:08 PM May 7th, 2012

cindyfsolomon First question ( @JeffLash talks fast! Q1 What are some of the challenges faced in developing a value
proposition? #prodmgmttalk -1:09 PM May 7th, 2012

johnnewbury Losing sight of target persona is a really great way to ruin your value proposition - drifting to a 'please
everyone' result. #prodmgmttalk -1:09 PM May 7th, 2012

Brioneja @jefflash The biggest problem that I have found is that companies are not used to talking in terms of
value#prodmgmttalk -1:09 PM May 7th, 2012

cindyfsolomon #ProdMgmtTalk live Listen http://t.co/erqUgBcnJoin tweeters @ProdMgmtTalk @JeffLash @RCauvin
@CindyFSolomon @ErikaLAndersen -1:09 PM May 7th, 2012

Brioneja @jefflash They continue to talk about features and cost. #prodmgmttalk -1:09 PM May 7th, 2012

d8a_driven @milasgai Agree! #prodmgmttalk -1:10 PM May 7th, 2012

roadmapwarrior @d8a_driven can be both #prodmgmttalk -1:10 PM May 7th, 2012

ProdMgmtTalk Welcome @johnnewbury and @Brioneja !@RCauvin asking "how do you know when you have a good
value proposition? #prodmgmt #prodmgmttalk -1:10 PM May 7th, 2012

Brioneja @jefflash In many cases, they don't understand what they sell. i.e. Think they sell product when in fact they
sell service #prodmgmttalk -1:10 PM May 7th, 2012

roadmapwarrior RT @johnnewbury: Losing sight of target persona is a really great way to ruin your value
proposition#prodmgmttalk -1:11 PM May 7th, 2012

ErikaLAndersen @cindyfsolomon: they sell the experience that the user has #prodmgmttalk -1:11 PM May 7th, 2012

d8a_driven @roadmapwarrior I see this a lot. Focus is hard in the face of this week's deal. #prodmgmttalk -1:12 PM May 7th,
2012

ErikaLAndersen @jefflash: You must know more about the problem the customer actually faces - will they pay to have
it solved? #prodmgmttalk -1:12 PM May 7th, 2012

ProdMgmtTalk @JeffLash says "value prop way of saying - here's problem we're solving by providing this
(product/experience) value #prodmgmttalk -1:13 PM May 7th, 2012

_______________________________________________________________________________________________




ProdMgmtTalk @RCauvin asking Why is a compelling product value proposition important -
fundamentally #prodmgmttalk-1:13 PM May 7th, 2012

ErikaLAndersen @rcauvin: What does a compelling value proposition do for you? #prodmgmttalk -1:13 PM May 7th, 2012

ProdMgmtTalk WHY IS A GOOD VALUE PROPOSITION IMPORTANT for success of your product? @JeffLash core for
providing #prodmgmt direction #prodmgmttalk -1:14 PM May 7th, 2012

ErikaLAndersen @jefflash: the value proposition will give direction to engineering, design, etc. Gives sense of
purpose#prodmgmttalk -1:14 PM May 7th, 2012

d8a_driven Right. Good value prop promotes focus internally with all departments. #prodmgmttalk -1:14 PM May 7th, 2012

ProdMgmtTalk Good value prop - gives sense of purpose, articulates what customer cares about, gets senior mgmt
support & funding/investors #prodmgmttalk -1:15 PM May 7th, 2012

d8a_driven You can speak directly to a customer in their terms.#prodmgmttalk -1:15 PM May 7th, 2012

ProdMgmtTalk RT @d8a_driven: Right. Good value prop promotes focus internally with all departments.
#prodmgmttalk-1:15 PM May 7th, 2012

Brioneja @ProdMgmtTalk Value proposition is critical to long term commercial success. No value proposition =
undifferentiated product #prodmgmttalk -1:15 PM May 7th, 2012

ErikaLAndersen @jefflash: Helps give focus, gets everyone on the same page, provides some excitement for the
vision#prodmgmttalk -1:15 PM May 7th, 2012

ProdMgmtTalk Thank you to @AIPMM for sponsoring today's talk! Check out upcoming webinars &
trainingshttp://t.co/0vIDTERK #prodmgmttalk -1:15 PM May 7th, 2012

ErikaLAndersen RT @d8a_driven: You can speak directly to a customer in their terms. #prodmgmttalk -1:16 PM May 7th, 2012

ProdMgmtTalk RT @ErikaLAndersen: RT @d8a_driven: You can speak directly to a customer in their
terms. #prodmgmttalk -1:16 PM May 7th, 2012

ErikaLAndersen RT @Brioneja: Value proposition is critical to long term commercial success. No value proposition =
undifferentiated product #prodmgmttalk -1:16 PM May 7th, 2012

cindyfsolomon RT @ProdMgmtTalk: Thank you @AIPMM for sponsoring today's talk! Check out upcoming webinars &
trainings http://t.co/baDFTpP0 #prodmgmttalk -1:16 PM May 7th, 2012

roadmapwarrior Having a clear value prop makes your solution the only answer to the buyer's problem in his
mind.#prodmgmttalk -1:16 PM May 7th, 2012

johnnewbury A great value proposition is essential before Prod Mgrs can secure the resources / funding / buy-in they
need to develop #prodmgmttalk -1:16 PM May 7th, 2012
_______________________________________________________________________________________________




ProdMgmtTalk RT @roadmapwarrior: Having a clear value prop makes your solution the only answer to the buyer's
problem in his mind. #prodmgmttalk -1:17 PM May 7th, 2012

d8a_driven It's also a reality check: can we articulate something that sounds valuable to someone specific in a
differentiated way #prodmgmttalk -1:17 PM May 7th, 2012

coconuteclipse RT @ErikaLAndersen: @jefflash: the value proposition will give direction to engineering, design, etc.
Gives sense of purpose #prodmgmttalk -1:17 PM May 7th, 2012

ErikaLAndersen @jefflash: even if you don't do anything with the value proposition externally, it's great to get the team
on board #prodmgmttalk -1:17 PM May 7th, 2012

d8a_driven @roadmapwarrior nice! #prodmgmttalk -1:17 PM May 7th, 2012

ProdMgmtTalk RT @johnnewbury: A great value proposition is essential before Prod Mgrs can secure resources /
funding / buy-in to develop #prodmgmttalk -1:17 PM May 7th, 2012

ErikaLAndersen To save characters, VP ==> Value Proposition#prodmgmttalk -1:18 PM May 7th, 2012

ProdMgmtTalk Excellent! RT @ErikaLAndersen: To save characters, VP ==> Value Proposition #prodmgmttalk
#prodmgmt -1:18 PM May 7th, 2012

cindyfsolomon Excellent! RT @ErikaLAndersen: To save characters, VP ==> Value Proposition #prodmgmttalk
#prodmgmt -1:18 PM May 7th, 2012

jefflash Your value proposition answers the "Why?" Why are we doing this? Why would the market care? Why should
the #proddev team care? #prodmgmttalk -1:18 PM May 7th, 2012

ErikaLAndersen The VP allows the external people (marketing/sales) to the internal (design/engineering)
#prodmgmttalk -1:19 PM May 7th, 2012

roadmapwarrior @ErikaLAndersen getting team on board esp. true for #agile. I want all the team to feel like co-owners
of solving the problem. #prodmgmttalk -1:19 PM May 7th, 2012

cindyfsolomon RT @jefflash: Your VP answers "Why?" Why are we doing this? Why would the market care? Why
should the #proddev team care? #prodmgmttalk -1:19 PM May 7th, 2012

milasgai Good VP “sells” your idea on why a prod will add value to cust, what issues it will solve, why those issues need
to be solved. #prodmgmttalk -1:20 PM May 7th, 2012

roadmapwarrior RT @cindyfsolomon: Excellent! RT@ErikaLAndersen: To save characters, VP ==> Value
Proposition #prodmgmttalk #prodmgmt #prodmgmttalk -1:20 PM May 7th, 2012

jefflash What about value propositions (VPs) changing over time? How does VP fit into being
lean/agile? #prodmgmttalk-1:20 PM May 7th, 2012

_______________________________________________________________________________________________




d8a_driven Too true. Many projects happen by momentum rather than sense #prodmgmttalk -1:20 PM May 7th, 2012

ProdMgmtTalk New question: Q2 How does a value proposition fit into the idea of being lean/agile? #prodmgmttalk -
1:20 PM May 7th, 2012

ErikaLAndersen @rcauvin: Going through exercise of VP will force company to consider what they're doing and building

ProdMgmtTalk Welcome @milasgai @coconuteclipse !#prodmgmttalk -1:21 PM May 7th, 2012

ErikaLAndersen Q2 How does a value proposition fit into the idea of being lean/agile? #prodmgmttalk -1:21 PM May 7th, 2012

d8a_driven Customer development means your notion of what the market needs is evolving all the
time #prodmgmttalk -1:21 PM May 7th, 2012

ProdMgmtTalk RT @d8a_driven: Customer development means your notion of what the market needs is evolving all
the time #prodmgmttalk #prodmgmt -1:21 PM May 7th, 2012

cindyfsolomon RT @jefflash: What about value propositions (VPs) changing over time? How does VP fit into being
lean/agile? #prodmgmttalk #prodmgmt -1:21 PM May 7th, 2012

ErikaLAndersen We're talking about Value Propositions, using 'VP' as the acronym. #prodmgmttalk -1:22 PM May 7th, 2012

ProdMgmtTalk Great discussion today! Listen http://t.co/8VgG0rrA Join tweeters @ProdMgmtTalk
@JeffLash@RCauvin @ErikaLAndersen #prodmgmt #prodmgmttalk -1:22 PM May 7th, 2012

roadmapwarrior All goals/epics in your #agile plan should track back to VP #prodmgmttalk -1:22 PM May 7th, 2012

jefflash @d8a_driven Yes though I've seen a lot of people use "agile" as an excuse for NOT having a value prop & just
starting building #prodmgmttalk -1:22 PM May 7th, 2012

milasgai will keep your product focused, will avoid waste of features #ProdMgmtTalk -1:23 PM May 7th, 2012

ProdMgmtTalk @RCauvin document value prop, problems to solve, key activities, basic solution in lean/agile process:
examine assumptions #prodmgmttalk -1:23 PM May 7th, 2012

ErikaLAndersen @rcauvin: With lean startup, you document the problems being solved, user activities, and examine
hypos/assumptions #prodmgmttalk -1:23 PM May 7th, 2012

d8a_driven Agile/lean do not mean you don't have a vision or that you don't keep trying to zero in on a
VP #prodmgmttalk-1:23 PM May 7th, 2012

d8a_driven Just the opposite #prodmgmttalk -1:24 PM May 7th, 2012

roadmapwarrior #agile or lean may be the best fit if there's a chance your VP will change (e.g., making a move into an
adjacent mkt) #prodmgmttalk -1:24 PM May 7th, 2012

_______________________________________________________________________________________________




ErikaLAndersen @rcauvin: can make predictions as to customers registered at web site, then test assumptions and
pivot accordingly #prodmgmttalk -1:24 PM May 7th, 2012

ProdMgmtTalk Make predictions re product usage - what % will complete/register, etc - figure out quickest way to build
against assmpt... #prodmgmttalk -1:24 PM May 7th, 2012

johnnewbury Competitor activity - even shift in market conditions - can wipe out your value proposition in an instant.
VP must be agile. #prodmgmttalk -1:24 PM May 7th, 2012

d8a_driven Pivoting is correcting course toward something#prodmgmttalk -1:24 PM May 7th, 2012

ErikaLAndersen @rcauvin: Many times you WON'T get the VP right at first. You must test your assumptions, then pivot
as nec. #prodmgmttalk -1:25 PM May 7th, 2012

cindyfsolomon RT @jefflash: @d8a_driven Yes though seen people use "agile" as an excuse for NOT having a value
prop & just starting building #prodmgmttalk -1:25 PM May 7th, 2012

Brioneja @jefflash unfortunately Agile tends to be used more for incremental innovations/product line extensions

ProdMgmtTalk RT @roadmapwarrior: All goals/epics in your#agile plan should track back to VP #prodmgmttalk
#prodmgmt-1:25 PM May 7th, 2012

d8a_driven @ErikaLAndersen yeah! #prodmgmttalk -1:25 PM May 7th, 2012

cindyfsolomon RT @Brioneja: @jefflash unfortunately Agile tends to be used more for incremental innovations/product
line extensions #prodmgmttalk -1:25 PM May 7th, 2012

roadmapwarrior Every time I hear "pivot" I think of Ross moving the couch #friendsquotes #prodmgmttalk -1:26 PM May
7th, 2012

ChrisMakiuchi Value propositions must have the adaptive capacity to process new experience and embrace new
opportunities #prodmgmttalk -1:26 PM May 7th, 2012

jefflash There's also the (bad) opposite of lean, developing a value prop & sticking to it regardless of what the market
says#prodmgmttalk -1:27 PM May 7th, 2012

ErikaLAndersen Hee! @roadmapwarrior Every time I hear "pivot" I think of Ross moving the couch #friendsquotes
#prodmgmttalk #prodmgmttalk -1:27 PM May 7th, 2012

d8a_driven @Brioneja I don't see why agile is restricted to incremental work. Agile is just about small batch size (IMO)

ProdMgmtTalk Practice Trumps Theory http://t.co/vhn1AwsDbook Running Lean says @RCauvin #prodmgmttalk -1:27 PM
May 7th, 2012

_______________________________________________________________________________________________




ProdMgmtTalk RT @jefflash: Theres also (bad) opposite of lean, developing a value prop & sticking to it regardless of
what the market says #prodmgmttalk -1:28 PM May 7th, 2012

ErikaLAndersen RT @d8a_driven: @Brioneja I dont see why agile is restricted to incremental work. Agile is just about
small batch size (IMO) #prodmgmttalk -1:28 PM May 7th, 2012

coconuteclipse LOL me too! @roadmapwarrior Every time I hear "pivot" I think of Ross moving the
couch #friendsquotes #prodmgmttalk -1:28 PM May 7th, 2012

ProdMgmtTalk Welcome @ChrisMakiuchi today's background http://t.co/28qVCSqF listen http://t.co/8VgG0rrA

ErikaLAndersen Must test VP RT @jefflash: Theres also (bad) opposite of lean, developing a value prop & sticking to it
regardless of market #prodmgmttalk -1:29 PM May 7th, 2012

ProdMgmtTalk @JeffLash VP and positioning go hand in hand - Reese & Trout help w/positioning & benefit of good VP
is figuring out positiong #prodmgmttalk -1:30 PM May 7th, 2012

ErikaLAndersen @jefflash: VP and market positioning go hand in hand #prodmgmttalk -1:30 PM May 7th, 2012

jefflash Who "owns" the value proposition -- product manager, product marketer, executive? #prodmgmttalk -1:30 PM May
7th, 2012

ProdMgmtTalk @JeffLash unfortunately product built on limited understanding of market & positioning is an
afterthought (UGH!) #prodmgmt #prodmgmttalk -1:30 PM May 7th, 2012

ErikaLAndersen moving on to Q3: Who "owns" the value proposition -- product manager, product marketer, executive?

ProdMgmtTalk Next question: Q3 Who "owns" the value proposition -- product manager, product marketer, executive?

ErikaLAndersen @jefflash: everyone has a handle on it, but one person should own it #prodmgmttalk -1:31 PM May 7th, 2012

d8a_driven Product Manager owns the value prop but needs to facilitate consensus #prodmgmttalk -1:31 PM May 7th, 2012

d8a_driven No PM is an island #prodmgmttalk -1:31 PM May 7th, 2012

milasgai Product Manager would own everyone else would contribute #prodmgmttalk -1:31 PM May 7th, 2012

ErikaLAndersen @cindyfsolomon: many times user experience gets involved too late #prodmgmttalk -1:32 PM May 7th, 2012

ProdMgmtTalk @JeffLash ultimately #prodmgmt needs to own Value Proposition! its lynchpin connecting prodmgmt
&#prodmrktg #prodmgmttalk -1:32 PM May 7th, 2012

ErikaLAndersen RT @d8a_driven: No PM is an island#prodmgmttalk -1:32 PM May 7th, 2012
_______________________________________________________________________________________________




roadmapwarrior I think Q3 may be the toughest. PM should own product/portfolio VP but it must tie to corporate VP,
which may come from exec #prodmgmttalk -1:32 PM May 7th, 2012

d8a_driven What Jeff said #prodmgmttalk -1:33 PM May 7th, 2012

ErikaLAndersen @JeffLash: product marketers don't always do customer development, they do more outbound
communications #prodmgmttalk -1:33 PM May 7th, 2012

ProdMgmtTalk RT @roadmapwarrior: I think Q3 may be toughest. PM should own product/portfolio VP but must tie to
corporate VP from exec #prodmgmttalk -1:33 PM May 7th, 2012

ProdMgmtTalk Team all needs to feel ownership, says@RCauvin - every1 must be aligned & excited about VP -
panacea? easier said than done #prodmgmttalk -1:34 PM May 7th, 2012

ErikaLAndersen @rcauvin: to have the most effective prod team; ALL feel ownership. Everyone be aligned and excited

pg5150 @ProdMgmtTalk @jefflash persevering the plane into the ground #prodmgmttalk -1:34 PM May 7th, 2012

milasgai @roadmapwarrior agreed! VPs should be aligned, if company goals change the Prod VP will change

jefflash @d8a_driven Is it really consensus or alignment (as@rcauvin mentioned). Market should weigh heaviest, more
so than internal #prodmgmttalk -1:34 PM May 7th, 2012

d8a_driven Agree on shared ownership but someone needs to finalize or formalize or resolve disagreements

ProdMgmtTalk LOL! @d8a_driven that's why we broadcast simultaneously! Too deep to capture all on twitter!

coconuteclipse Product Team should feel shared ownership.@d8a_driven Product Manager owns the value prop but
needs to facilitate consensus #prodmgmttalk -1:35 PM May 7th, 2012

ProdMgmtTalk RT @pg5150: @ProdMgmtTalk @jefflashpersevering the plane into the ground #prodmgmttalk -1:35 PM
May 7th, 2012

d8a_driven Alignment is a better teram. Agree. #prodmgmttalk-1:35 PM May 7th, 2012

ErikaLAndersen @rcauvin: #prodmgmt plays lynchpin role, but should facilitate excitement from
everyone #prodmgmttalk -1:35 PM May 7th, 2012

ProdMgmtTalk Discussing what consensus means - ultimately market drives direction of VP says @JeffLash every1 shld
own but not drive #prodmgmttalk -1:36 PM May 7th, 2012

Brioneja @d8a_driven It is not restricted. It has simply gravitated in that direction. #prodmgmttalk -1:36 PM May 7th, 2012

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d8a_driven I also use the term "buy in" #prodmgmttalk -1:36 PM May 7th, 2012

ProdMgmtTalk Welcome! @pg5150 today's questions:http://t.co/28qVCSqF #prodmgmttalk -1:36 PM May 7th, 2012

MarieBe #prodmgmttalk You're trying to sell me a pen, but you're holding up a pencil -1:36 PM May 7th, 2012

ProdMgmtTalk LOL - can't get thru 1 conversation about product w/o mention of Apple or Jobs! #prodmgmttalk -1:37 PM
May 7th, 2012

d8a_driven @Brioneja Agree. I've seen that, too, sometimes.#prodmgmttalk -1:37 PM May 7th, 2012

ErikaLAndersen @rcauvin: Steve Jobs was not known for building consensus in a Kumbaya fashion; much more forceful
than that #prodmgmttalk -1:37 PM May 7th, 2012

ProdMgmtTalk Welcome @MarieBe #prodmgmttalk -1:37 PM May 7th, 2012

ProdMgmtTalk Next question: Q4 How do you know if you have a "good" or "compelling" value proposition?

ErikaLAndersen Q4 How do you know if you have a "good" or "compelling" value proposition? #prodmgmttalk -1:38 PM
May 7th, 2012

ProdMgmtTalk Laughing about how often Jobs & Apple mentioned - we got thru 35 minutes first! #prodmgmttalk -1:39
PM May 7th, 2012

jefflash So how do you know if you have a "good" or "compelling" value proposition? Is there a way to measure/test
it? #prodmgmttalk -1:39 PM May 7th, 2012

cindyfsolomon RT @jefflash: So how do you know if you have a "good" or "compelling" value proposition? Is there a
way to measure/test it? #prodmgmttalk -1:39 PM May 7th, 2012

d8a_driven IMO, there's no substitue for testing #prodmgmttalk -1:39 PM May 7th, 2012

ErikaLAndersen World record? RT @ProdMgmtTalk: Laughing about how often Jobs & Apple mentioned - we got thru
35 minutes first! #prodmgmttalk -1:39 PM May 7th, 2012

cindyfsolomon Agree - but must have something to test against RT @d8a_driven: IMO, there's no substitue for testing
#prodmgmttalk #prodmgmt -1:40 PM May 7th, 2012

d8a_driven Can test 2-3 VPs against each other, but the real test is asking for the order #prodmgmttalk -1:40 PM May 7th, 2012

ErikaLAndersen @jefflash: Good VP? Someone reads and they agree. Compelling? I want it now. #prodmgmttalk -1:40 PM
May 7th, 2012

ProdMgmtTalk Discussing what compelling VP means - 1st level: understandable 2nd level: creates desire #startup
#prodmgmt #prodmgmttalk -1:40 PM May 7th, 2012

_______________________________________________________________________________________________




milasgai @d8a_driven agree - Focused User Research is a good way to test your idea, I would think #prodmgmttalk -1:41
PM May 7th, 2012

ProdMgmtTalk RT @d8a_driven: Can test 2-3 VPs against each other, but the real test is asking for the (sales) order

getmoreclarity @erikalandersen Put it in front of 20 people and see how many of them will pay you for the product
right now. #prodmgmttalk -1:42 PM May 7th, 2012

ProdMgmtTalk @CindyFSolomon How do you measure compellingness of VP? (Net promoter?) #prodmgmttalk -1:42 PM
May 7th, 2012

cindyfsolomon RT @getmoreclarity: @erikalandersen Put in front of 20 people and see how many of them will pay you
for the product right now. #prodmgmttalk -1:42 PM May 7th, 2012

ProdMgmtTalk Welcome @getmoreclarity #prodmgmttalk -1:43 PM May 7th, 2012

NomadicPm @roadmapwarrior Yes, there must be alignment and take direction from corporate VP. Alignment may be
your greatest challenge! #prodmgmttalk -1:44 PM May 7th, 2012

ProdMgmtTalk @RCauvin circling back "What does a good VP do for you?" Internally aligns #prod/dev team for market
place value #prodmgmttalk -1:44 PM May 7th, 2012

ProdMgmtTalk Welcome back @NormadicPM! #prodmgmttalk-1:44 PM May 7th, 2012

d8a_driven Measure internal value of the VP by meeting length!#prodmgmttalk -1:45 PM May 7th, 2012

ErikaLAndersen RT @getmoreclarity: @erikalandersen Put it in front of 20 ppl & see how many of them will pay you for
the product right now. #prodmgmttalk -1:45 PM May 7th, 2012

ProdMgmtTalk @RCauvin says VP enables quick association betw #product & brand & value - must be quick reference
w/in brain recognition #prodmgmttalk -1:46 PM May 7th, 2012

milasgai @d8a_driven Define KPIs for your VP :)#prodmgmttalk -1:46 PM May 7th, 2012

ErikaLAndersen @rcauvin: You can't VP overly complicated. One word or single idea that represents
VP #prodmgmttalk -1:46 PM May 7th, 2012

ProdMgmtTalk RT @milasgai: @d8a_driven Define KPIs for your VP :) #prodmgmttalk -1:47 PM May 7th, 2012

ErikaLAndersen @JeffLash: Just because you have internal alignment on a VP, doesn't mean it's compelling

ErikaLAndersen We're talking about Value Propositions (VPs)#prodmgmttalk -1:48 PM May 7th, 2012

ProdMgmtTalk @JeffLash discussing retrospective on developing VP for iPod - "for people listening to music on the go,
unlike other mp3..." #prodmgmttalk -1:48 PM May 7th, 2012
_______________________________________________________________________________________________




d8a_driven @milasgai KPIs: arguments/week, avg mtg length, # of proposed features that don't match the VP per
sprint :)#prodmgmttalk -1:48 PM May 7th, 2012

ProdMgmtTalk RT @d8a_driven: @milasgai KPIs: arguments/week, avg mtg length, # of proposed features that don't
match the VP per sprint :) #prodmgmttalk -1:48 PM May 7th, 2012

ErikaLAndersen @JeffLash: The beauty is not always in the words to discuss the VP, but in the object itself. MP3 player
vs. iPod #prodmgmttalk -1:49 PM May 7th, 2012

jefflash Maybe you can't tell the difference btw a good & compelling value prop with just the value prop; need a demo,
prototype, etc. #prodmgmttalk -1:49 PM May 7th, 2012

ProdMgmtTalk @d8a_driven what do you mean by meeting length for measuring KPI for VP? #prodmgmttalk -1:50 PM May
7th, 2012

d8a_driven Was really jk ;) but a good VP should help reduce or settle internal arguments #prodmgmttalk -1:50 PM May 7th,
2012

ProdMgmtTalk @RCauvin "Law of Focus" from Reese & Trout - a VP owning territory in the prospect's mind to drive
sales w/o expensive mrktg #prodmgmttalk -1:50 PM May 7th, 2012

ErikaLAndersen @rcauvin: Owning a word (the VP) in the prospect's mind is very powerful. #prodmgmttalk -1:51 PM May
7th, 2012

ProdMgmtTalk @JeffLash says KPIs & measurements must tie back to extent of VP potential to occupy mind
share#prodmgmttalk -1:51 PM May 7th, 2012

ProdMgmtTalk @JeffLash discussing "Crossing the Chasm" G Moore - what is #product differentiation? i.e. Volvo owns
safety#prodmgmttalk -1:52 PM May 7th, 2012

ErikaLAndersen @JeffLash: What form does a VP take? If you think "Safe Car", you think Volvo. #prodmgmttalk -1:52 PM
May 7th, 2012

ProdMgmtTalk @JeffLash suggesting define the Value Proposition before building the product... #prodmgmttalk -1:52 PM
May 7th, 2012

ErikaLAndersen When you think cute vaders, you think VW.#prodmgmttalk -1:52 PM May 7th, 2012

d8a_driven @jefflash VP should be compelling *if true* Demo should allow you to prove it. #prodmgmttalk -1:53 PM May
7th, 2012

ProdMgmtTalk Must know who you're solving problem for before articulating the value of a solution -
@CindyFSolomon mentioned Chris Yeh #prodmgmttalk -1:54 PM May 7th, 2012

ErikaLAndersen @JeffLash: You have to know who're trying to solve the problem for, then build something solve
it#prodmgmttalk -1:54 PM May 7th, 2012

_______________________________________________________________________________________________




ProdMgmtTalk @JeffLash says if you can't articulate who the market is, can't articulate VP for that segment - diff
problems/diff markets #prodmgmttalk -1:55 PM May 7th, 2012

milasgai @d8a_driven @jefflash create your VP --> Prototype it --> Define which KPIs it needs to meet --> Go test with
users#prodmgmttalk -1:55 PM May 7th, 2012

ProdMgmtTalk Next question: Q5 Who should be involved in creating/validating a value proposition? #prodmgmttalk -
1:55 PM May 7th, 2012

ErikaLAndersen Q5 Who should be involved in creating/validating a value proposition? #prodmgmttalk -1:55 PM May 7th, 2012

Brioneja @ProdMgmtTalk @jefflash Absolutely! VP and market segmentation go hand in hand. Cannot have one
without the other #prodmgmttalk -1:56 PM May 7th, 2012

ProdMgmtTalk says @JeffLash Or rather - Who should NOT be involved creating/validating value proposition? (don't
over focus on sales input) #prodmgmttalk -1:56 PM May 7th, 2012

ErikaLAndersen @rcauvin: You should get many people involved. Focus on new problems versus pre-existing problems

ProdMgmtTalk RT @Brioneja: @ProdMgmtTalk @jefflashAbsolutely! VP & market segmentation go hand in hand.
Cannot have one without the other #prodmgmttalk -1:57 PM May 7th, 2012

ErikaLAndersen @rcauvin: Sales is just one voice.#prodmgmttalk -1:57 PM May 7th, 2012

d8a_driven @milasgai yes, lean approach #prodmgmttalk -1:57 PM May 7th, 2012

ProdMgmtTalk @JeffLash re: #startups Person w/vision for#product might focus too much on tech/engineering rathr
than focus on market needs #prodmgmttalk -1:57 PM May 7th, 2012

milasgai @ErikaLAndersen whoever has a take in the product#prodmgmttalk -1:57 PM May 7th, 2012

d8a_driven Everyone internally needs to be involved but hard to develop one that's not more than a hypothesis
without market input #prodmgmttalk -1:58 PM May 7th, 2012

coconuteclipse RT @ErikaLAndersen: @JeffLash: You have to know who're trying to solve the problem for, then build
something solve it #prodmgmttalk -1:58 PM May 7th, 2012

ErikaLAndersen @rcauvin: Entrepreneurs often have vision for prod, but must watch for whether eng or cust driving
the VP#prodmgmttalk -1:58 PM May 7th, 2012

ErikaLAndersen @rcauvin: good #prodmgrs have marketing knowledge, and must play key role in developing
VP#prodmgmttalk -1:59 PM May 7th, 2012

ProdMgmtTalk @RCauvin says sales cares about certain customers, whereas #prodmgmt looks at market & trained to
synthesiz mrkt/ #prodmgmttalk -1:59 PM May 7th, 2012
_______________________________________________________________________________________________




ErikaLAndersen Time flies when you're having a great time#prodmgmttalk -2:00 PM May 7th, 2012

ProdMgmtTalk @JeffLash blogs How to be a Good Product Manager & Ask a Good Product
Manager http://t.co/zYa2r6Ckhttp://t.co/2Pb50IVy #prodmgmttalk -2:00 PM May 7th, 2012

milasgai @ErikaLAndersen whoever has a stake in the product and that will depend on what is your product all
about#prodmgmttalk -2:00 PM May 7th, 2012

ErikaLAndersen RT @milasgai: @ErikaLAndersen whoever has a stake in the product and that will depend on what is
your product all about #prodmgmttalk -2:01 PM May 7th, 2012

ProdMgmtTalk #Agile dev - articulate VP first! Bring in customers/usrs w/ #prodmgmt, #UX & Dev to refine/direct &
validate/test at start #prodmgmttalk -2:01 PM May 7th, 2012

ProdMgmtTalk Wow - we're hot in the conversation (don't look at time!) @RCauvin & @JeffLash re: Agile and Value
Prop http://t.co/8VgG0rrA #prodmgmttalk -2:03 PM May 7th, 2012

ProdMgmtTalk @JeffLash discussing #product games to imagine designing & identifying name, logo, description &

ProdMgmtTalk Stay in touch between talks! Converse with ushttp://t.co/y07kOGpk Follow Us on BlogTalkRadio
http://t.co/rgVn1HbN #prodmgmttalk -2:05 PM May 7th, 2012

milasgai Create a RACI for your VP, you will be able to identify who should ownt, review, and ultimately approve your

ProdMgmtTalk Yes - Innovation Games Luke Hohlman - to understand what kinds of product decisions you should be
making #prodmgmttalk -2:05 PM May 7th, 2012

Brioneja @ProdMgmtTalk @JeffLash I tackle the issue of Value Proposition & segmentation in this
preso http://t.co/7u2F4rQX#prodmgmttalk #prodmgmt -2:07 PM May 7th, 2012

ProdMgmtTalk Closing remarks by @JeffLash - we spend too much time on details; this is what #prodmgmt should
spend more time thinking #prodmgmttalk -2:07 PM May 7th, 2012

d8a_driven Thanks Jeff! #prodmgmttalk -2:08 PM May 7th, 2012

ErikaLAndersen Looks like I got @rcauvin and @jefflashconfused a lot. Many apologies. #prodmgmttalk -2:08 PM May 7th,
2012

jefflash A good #innovation game to play to help develop your value prop: http://t.co/mmvsZOAX #prodmgmttalk -2:08
PM May 7th, 2012

ProdMgmtTalk Thank you @JeffLash and @RCauvin and@ErikaLAndersen for contributing great discussion
today!@CindyFSolomon appreciates #prodmgmttalk -2:08 PM May 7th, 2012

_______________________________________________________________________________________________




NomadicPm @ErikaLAndersen @rcauvin Should value props change over time to adjust to new problems, or do they
often become sticky? #prodmgmttalk -2:08 PM May 7th, 2012

ErikaLAndersen #PcampUtah coming May 12 in Bluffdale UT. Meet and learn from your fellow
PMs! http://t.co/Y2M1Mc7f #prodmgmt #prodmgmttalk -2:08 PM May 7th, 2012

d8a_driven Thanks, Roger! #prodmgmttalk -2:09 PM May 7th, 2012

rcauvin @NomadicPm @ErikaLAndersen @JeffLash If market changes, you need to create a new brand & associated
new value prop. #prodmgmttalk #prodmgmt -2:11 PM May 7th, 2012

coconuteclipse Awesome #prodmgmttalk! Thanks, @jefflash A good #innovation game to play to help develop your
value prop: http://t.co/w0cXILic #prodmgmttalk -2:11 PM May 7th, 2012

ProductMantra RT @jefflash: A good #innovation game to play to help develop your value prop: http://t.co/mmvsZOAX

ProdMgmtTalk RT @ErikaLAndersen: #PcampUtah May 12 in Bluffdale UT. Meet and learn from your fellow PMs!
http://t.co/2qmuhEJx #prodmgmt #prodmgmttalk -2:12 PM May 7th, 2012

ProdMgmtTalk Wow! Today's stats: 258 tweets generated 334,308 impressions, reaching an audience of 37,255
followers

ProdMgmtTalk Today's Top tweeters: @erikalandersen @d8a_driven @jefflash @roadmapwarrior @brioneja
@milasgai @coconuteclipse @johnnewbury #prodmgmttalk -2:14 PM May 7th, 2012

ProdMgmtTalk Thank you @AIPMM for sponsoring this week's talk! Check out upcoming webinars & trainings
http://t.co/0vIDTERK #prodmgmttalk -2:15 PM May 7th, 2012

cindyfsolomon Accelerate your career, attend @aipmm sessions by #prodmgmttalk at @pcamputah & save $
on #prodmgmt & #prodmktg http://t.co/aApDCyDv -2:16 PM May 7th, 2012

ProdMgmtTalk Next week Brian Lawley of @the280group "Seven Phase Standard Product LifeCycle: What you MUST
know for yr products to succeed" #prodmgmttalk -2:17 PM May 7th, 2012

ProdMgmtTalk Check out @AIPMM Friday 9 AM PT webinars! http://t.co/0vIDTERK follow @AIPMM for more info!

ProdMgmtTalk Join Us on LinkedIn http://t.co/2SwZRb9y Listen on iTunes http://t.co/j02YmpOL Curations
http://t.co/9elis0xy #prodmgmttalk -2:19 PM May 7th, 2012

ProdMgmtTalk Get weekly reminders & details: follow http://t.co/IWpWal3c #prodmgmt #prodmrktg #content

_______________________________________________________________________________________________




ProdMgmtTalk Today's tweets: http://t.co/uPcqri5r Follow http://t.co/gDkLZXTF for transcripts of #prodmgmt,
#pcamp, #tech events #prodmgmttalk -2:25 PM May 7th, 2012

ProdMgmtTalk Follow our co-host Roger Cauvin's blog @RCauvinhttp://t.co/qFXjyBHA #prodmgmttalk -2:27 PM May 7th, 2012

ProdMgmtTalk 5/16 Startup Product Talks meetuphttp://t.co/x7hS2tBv How do you define #prodmgmt? What does it
mean to be a product manager? #prodmgmttalk -2:28 PM May 7th, 2012

ProdMgmtTalk If you missed today, listen to past talks while today's broadcast is edited & posted to iTunes!
http://t.co/j02YmpOL #prodmgmttalk -2:30 PM May 7th, 2012

ProdMgmtTalk Register June 20: Creating Successful Products June 21-22: Product Innovation Leadership Intensive #SF
http://t.co/KlCA3hkM #prodmgmttalk -2:32 PM May 7th, 2012

ProdMgmtTalk Awesome! @getmoreclarity @equintanilla@coconuteclipse @brioneja @jefflash @cindyfsolomon
@rcauvin @baltomel @ErikaLAndersen #prodmgmttalk -2:35 PM May 7th, 2012

ProdMgmtTalk Bravo! @ProductMantra @d8a_driven@NomadicPm @milasgai @roadmapwarrior @johnnewbury
@pranavdesai @annua @baltomel @jefflash #prodmgmttalk -2:37 PM May 7th, 2012

ProdMgmtTalk Our speakers excellent blogs: Ask A Good Product Manager: Your product management questions
answered http://t.co/zYa2r6Ck #prodmgmttalk -2:38 PM May 7th, 2012

ProdMgmtTalk Our speaker's other blog "How to be a Good Product Manager" http://t.co/2Pb50IVy
#prodmgmt#prodmgmttalk -2:39 PM May 7th, 2012

ProdMgmtTalk this Saturday! @PCampUtah! #PCampUtah Global Map of ProductCamps http://t.co/6U5tjOVS
#prodmgmt #pcamp http://t.co/1VvBVct4 #prodmgmttalk -2:41 PM May 7th, 2012

ProdMgmtTalk More awesome #prodmgmt tweeters today! @jasebell @utollwi @brainmates @pg5150 @johnpeltier
@allthings_BA @jonathanfleming #prodmgmttalk -2:57 PM May 7th, 2012

ProdMgmtTalk RT @Brioneja @ProdMgmtTalk @JeffLash I tackle issue of Value Proposition &
segmentationhttp://t.co/rVEQVy4P #prodmgmt #prodmgmttalk -3:09 PM May 7th, 2012

aipmm Accelerate your career, attend @aipmm sessions by#prodmgmttalk at @pcamputah & save $
#prodmgmt &#prodmktg http://t.co/TocK1Vub -3:12 PM May 7th, 2012

cindyfsolomon RT @ProdMgmtTalk: Thank you @AIPMM for sponsoring Check out upcoming webinars &
trainingshttp://t.co/baDFTpP0 #prodmgmttalk -3:12 PM May 7th, 2012

aipmm RT @ProdMgmtTalk: Thank you @AIPMM for sponsoring Check out upcoming webinars &
trainings http://t.co/8RATcFbh#prodmgmttalk -3:12 PM May 7th, 2012

cindyfsolomon join us again next week @prodmgmttalk #prodmgmttalk!
_______________________________________________________________________________________________




Thank you Jeff Lash @JeffLash for SPEAKING today! Thank you Roger Cauvin @RCauvin
and Erika Andersen @ErikaLAndersen for co-hosting!

Thank you tweeters! @getmoreclarity @equintanilla@coconuteclipse @brioneja @jefflash @cindyfsolomon @rcauvin
@baltomel @ErikaLAndersen @jasebell @utollwi @brainmates @pg5150 @johnpeltier @allthings_BA
@jonathanfleming @ProductMantra @d8a_driven@NomadicPm @milasgai @roadmapwarrior @johnnewbury
@pranavdesai @annua @baltomel @AIPMM

Today’s stats: Today's stats: 258 tweets generated 334,308 impressions, reaching an audience of
37,255 followers

Join us next week May 14, 2012: "Seven Phase Standard Product LifeCycle: What you MUST
know for yr products to succeed" with Brian Lawley @the 280group

TM
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5/7/12 #ProdMgmtTalk How To Develop A Compelling Value Proposition

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