Using Market Insights Effectively

Transcript from February 14/15, 2011
Using Market Insights Effectively
Global Product Management Talk with Scott Sehlhorst
http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/fcNFn8

10:37 cindyfsolomon: Skyping with @brainmates and @sehlhorst in preparation for #prodmgmttalk in 13 minutes!
pm #prodmgmttalk

10:39 ProdMgmtTalk: Welcome @nickcoster http://bit.ly/dTTbk8 #prodmgmttalk
pm

10:40 twchat: RT @ProdMgmtTalk: Welcome @nickcoster http://bit.ly/dTTbk8 #prodmgmttalk
pm

10:40 brainmates: Is #prodmgmt an isolating job? via @cindyfsolomon #prodmgmttalk
pm

10:42 ProdMgmtTalk: Who else in the org/biz has the wholistic view of the market & product issues besides #prodmgmt?
pm #prodmgmttalk

10:44 ProdMgmtTalk: RT @twchat: RT @ProdMgmtTalk: Welcome @nickcoster http://bit.ly/dTTbk8 #prodmgmttalk
pm

10:47 brainmates: RT @rcauvin: RT @ProdMgmtTalk: Questions starting 1 hour #ProdMgmtTalk by
pm @sehlhorst Using Market Insights Effectively http://on.fb.me/hj6sqA #prodmgmt

10:48 ProdMgmtTalk: Welcome @Ycnt_ibdonlyjen ! Will start countdown soon! #prodmgmttalk
pm

10:48 nickcoster: Looking forward to this weeks #prodmgmt talk with Scott Sehlhorst. #prodmgmttalk #prodmgmttalk
pm

10:50 nickcoster: Was impressed with Amazon customer service yesterday. Had a kindle PC problem. They called me
pm and fixed it immediately. #prodmgmttalk

10:53 ProdMgmtTalk: 9 minutes to start of weekly twitter chat w/Scott Sehlhorst! Join us
pm at http://bit.ly/dTTbk8 #prodmgmttalk

10:54 sehlhorst: RT @sehlhorst: #prodmgmttalk info overload http://twitpic.com/3zwaqf
pm

10:55 ProdMgmtTalk: @sehlhorst Excellent branding on your screens! http://twitpic.com/3zwaqf can you video the twitter
pm stream when we start?! #prodmgmttalk

10:57 ProdMgmtTalk: Countdown 4 minutes to start discussing Market Insights and Collaboration w
pm @sehlhorsthttp://bit.ly/heaNoV #prodmgmttalk

10:59 brainmates: Who is following #prodmgmttalk? @sehlhorst about to start #prodmgmttalk
pm

10:59 ProdMgmtTalk: 1 minute countdown: please introduce yourselves! This is @cindyfsolomon delighted to be here from
pm foggy SF bay #prodmgmttalk

11:01 ProdMgmtTalk: 10, 9, 8, 7, 6, 5, 4, 3, 2, 1 Ta daaa! Welcome to the 2nd weekly Global Product Management talk!
pm #prodmgmttalk

11:01 brainmates: I am here from Sydney. Its a grey wet day #prodmgmttalk
pm


11:01 ErikaLAndersen: Erika Andersen in Provo, UT missing the foggy SF Bay. Looking forward to this. #prodmgmttalk
pm

11:01 sehlhorst: Hey everyone! Welcome to week 2 - episode 1.5 of the product management talk group
pm #prodmgmttalk

11:02 brainmates: @ErikaLAndersen Welcome! Thanks for joining #prodmgmttalk
pm

11:02 ProdMgmtTalk: Welcome @ErikaLAnde3rson #prodmgmttalk
pm

11:02 sehlhorst: This is Scott Sehlhorst, here in sunny Austin TX - everyone shout out and say howdy #prodmgmttalk
pm

11:02 cascade_alan: I'm in Chester, UK #prodmgmttalk
pm

11:02 rcauvin: Roger L. Cauvin, product strategist in Austin, Texas, joining in the #prodmgmttalk discussion.
pm

11:03 nickcoster: I am Nick Coster from brainmates in Sydney Australia. 10am Tuesday. Yes we live in the future.
pm #prodmgmttalk

11:03 brainmates: @rcauvin Hey Roger! Welcome #prodmgmttalk
pm

11:03 brainmates: @cascade_alan Welcome to our weekly talk #prodmgmttalk
pm

11:03 ProdMgmtTalk: Welcome @ErikaLAndersen @rcauvin @cascade_alan #prodmgmttalk
pm

11:04 sehlhorst: Last week was awesome - this week, wanted to dive deeper, extending the convo from last week's
pm great disc w/ @steven_haines #prodmgmttalk

11:04 ProdMgmtTalk: 4 Questions we're discussing today http://on.fb.me/hj6sqA #prodmgmttalk
pm

11:04 brainmates: @DavidWLocke Will you be joining us for #prodmgmttalk?
pm

11:04 equintanilla: RT @ProdMgmtTalk: Welcome @ErikaLAnde3rson #prodmgmttalk - Look forward to this chat!
pm

11:04 ProdMgmtTalk: Q1 When you're developing insights about your markets - how do you predict what your markets will
pm look like in the future? #prodmgmttalk

11:05 DavidWLocke: @brainmates I'm on TweetDeck is that enough? Is there a better client? #prodmgmttalk
pm

11:05 ProdMgmtTalk: Q2 How far into the future do you try and anticipate markets - and why that length of time?
pm #prodmgmttalk

11:05 MikeBoudreaux: @ProdMgmtTalk Mike Boudreaux here. Product Manager for industrial automation products in
pm Austin, TX. #prodmgmttalk


11:05 ProdMgmtTalk: Q3 How do you update your perspective on your markets? #prodmgmttalk
pm

11:05 ProdMgmtTalk: Q4 How do your insights impact your products and activities? #prodmgmttalk
pm

11:06 DavidWLocke: Present. #prodmgmttalk
pm

11:06 ProdMgmtTalk: Welcome @MikeBoudreaux @DavidWLocke @equintanilla #prodmgmttalk
pm

11:06 ProdMgmtTalk: @DavidWLocke @brainmates try http://tweetchat.com/room/prodmgmttalk it automatically adds the
pm hashtag #prodmgmttalk

11:07 sehlhorst: So - diving into Q1 - trying to understand ur market: do you try and predict future of your market or
pm focus on the present? #prodmgmttalk

11:07 ProdMgmtTalk: Q1 When youre developing insights about your markets - how do you predict what your markets will
pm look like in the future? #prodmgmttalk

11:08 ProdMgmtTalk: Such a tough question! I try to capture competitive space as a starter #prodmgmttalk
pm

11:08 rcauvin: Of course we'll want to get into getting beyond customer requests and look at what insights lie behind
pm them. #prodmgmttalk

11:08 sehlhorst: I'll chime in - but want to hear other folks' responses. I start w/ a model of market as coll. of
pm segments... #prodmgmttalk

11:08 DavidWLocke: @sehlhorst The market moves in predictable ways depending on where you begin. This independent
pm of competition. #prodmgmttalk

11:09 rickwatson: ?@brainmates: Is #prodmgmt an isolating job? via @cindyfsolomon #prodmgmttalk? > one of the
pm most participatory I think.

11:09 nickcoster: While markets change quickly, people don't. We are all trying to do pretty much the same things that
pm we always have. #prodmgmttalk

11:09 davidjeade: Morning all. David Eade here in sunny Brisbane, Australia for #prodmgmttalk
pm

11:09 brainmates: Initially focus on the present and then look into the future. If you don't solve today's problems, you
pm wont solve future pblms #prodmgmttalk

11:09 sehlhorst: ...grouping personas who share problems (and share how they view / value the problems). that's my
pm def. of 'market' #prodmgmttalk

11:10 sehlhorst: @davidjeade welcome! #prodmgmttalk
pm

11:10 brainmates: @davidjeade Welcome David. I am so pleased #prodmgmttalk
pm

11:10 cascade_alan: by innovating we can shape the future of the market #prodmgmttalk
pm


11:10 MikeBoudreaux: @ProdMgmtTalk Need to consider economic, social, technological trends in the market.
pm #prodmgmttalk#prodmgmttalk

11:10 nickcoster: Looking to the future is looking to see how markets are failing to solve customers current problems
pm effectively. #prodmgmttalk

11:10 rcauvin: Solutions to current problems often create the problems of the future. #prodmgmt #prodmgmttalk
pm

11:10 ErikaLAndersen: When you say "understanding", are we talking qualitative or quantitative? #prodmgmttalk
pm

11:10 sehlhorst: I've had good success using Kano analysis to group how people think about individ problems ...
pm #prodmgmttalk

11:11 sehlhorst: ...(e.g. more is better, must have, delighter, indifference) #prodmgmttalk
pm

11:11 brainmates: RT @nickcoster: Looking to the future is looking to see how markets r failing to solve customers
pm current problems effectively. #prodmgmttalk

11:11 MikeBoudreaux: @ProdMgmtTalk Future trends are important for segmentation, targeting, and positioning.
pm #prodmgmttalk #prodmgmttalk

11:12 sehlhorst: RT @rcauvin: Solutions to current problems often create the problems of the future.
pm #prodmgmt#prodmgmttalk

11:12 nickcoster: RT @rcauvin: Solutions to current problems often create the problems of the future.

11:12 ProdMgmtTalk: RT @nickcoster: Look to the future is looking to see how markets are failing to solve customers
pm current problems effectively. #prodmgmttalk

11:12 brainmates: @rcauvin I agree #prodmgmttalk
pm

11:12 sehlhorst: @rcauvin exactly - a more-is-better solution today causes the market to change, and it becomes a
pm must-have for tomorrow #prodmgmttalk

11:13 speakhub: Hi guys. Rob Swanwick from SpeakHub #prodmgmttalk
pm

11:13 brainmates: @rcauvin But you still have to solve today's problems #prodmgmttalk
pm

11:13 nickcoster: what is Kano - http://tynerblain.com/blog/2009/09/28/kano-analysis-for-product-managers/
pm #prodmgmttalk

11:13 rcauvin: @brainmates Agreed. Part of the reason we solve today's problems is so we can probe & discover the
pm problems of the future. #prodmgmttalk

11:14 ProdMgmtTalk: Welcome Rob @speakhub Q1 When developing insights about markets - how predict what your
pm markets will look like in the future? #prodmgmttalk

11:14 brainmates: @speakhub Welcome to our chat Rob. #prodmgmttalk
pm


11:15 davidjeade: Not seen this before - looks interesting ... RT @nickcoster: what is Kano -
pm http://bit.ly/IZ3GZ#prodmgmttalk

11:15 sehlhorst: A cpl links on Kano (for later consumption) http://bit.ly/e0qIDH plus what Nick sent #prodmgmttalk
pm

11:16 ProdMgmtTalk: RT @davidjeade: Not seen this before - looks interesting ... RT @nickcoster: what is Kano -
pm http://bit.ly/IZ3GZ #prodmgmttalk

11:16 MikeBoudreaux: @ProdMgmtTalk Need to consider technology adoption and buying trends if you are targeting
pm emerging markets. #prodmgmttalk #prodmgmttalk

11:16 sehlhorst: @rcauvin @brainmates agreed - and also to create new prob for our competitors by making it hard
pm for them to satisfy our custs #prodmgmttalk

11:17 rcauvin: Example: invention of cars created all sorts of problems & product opportunities.

11:17 sehlhorst: @davidjeade @nickcoster thanks! #prodmgmttalk
pm

11:17 ProdMgmtTalk: RT @sehlhorst: A cpl links on Kano (for later consumption) http://bit.ly/e0qIDH plus what Nick sent
pm #prodmgmttalk

11:18 sehlhorst: @MikeBoudreaux talk more about that - positioning and buying trends is interesting! I think
pm positioning can change market #prodmgmttalk

11:18 ProdMgmtTalk: RT @nickcoster: RT @rcauvin: Solutions to current problems often create the problems of the future.
pm #prodmgmt #prodmgmttalk

11:18 ProdMgmtTalk: RT @rcauvin: Example: invention of cars created all sorts of problems & product opportunities.

11:19 rcauvin: @MikeBoudreaux Need a convergence of research into technology adoption/buying trends & solving
pm today's problems. #prodmgmttalk #prodmgmt

11:20 ProdMgmtTalk: Does positioning actually change the market, or the perception of the product in it? #prodmgmttalk
pm

11:20 MikeBoudreaux: @sehlhorst Mature markets vs. emerging markets can impact the positioning of your product - high
pm value vs. low cost #prodmgmttalk

11:20 sehlhorst: #prodmgmttalk overload http://t.co/ZgOzZOr
pm

11:20 ProdMgmtTalk: @MikeBoudreaux can you say more about your point? #prodmgmttalk
pm

11:21 sehlhorst: @MikeBoudreaux what about innov. dilemma - mature market for you, missing differing needs of
pm "emergent" mkt #prodmgmttalk

11:22 ProdMgmtTalk: Q2 How far into the future do you try and anticipate markets - and why that length of time?
pm #prodmgmttalk

11:22 DavidWLocke: @ProdMgmtTalk Positioning filters messages, messages filter prospects/customers/market
pm #prodmgmttalk


11:22 rcauvin: @ProdMgmtTalk A product that uniquely embodies compelling positioning redefines the market.
pm #prodmgmttalk #prodmgmt

11:22 equintanilla: RT @ProdMgmtTalk @rcauvin: Example: invention of cars created all sorts of problems & product
pm opportunities. #prodmgmt #prodmgmttalk

11:22 sehlhorst: on Q2 - should you look 1 or 2 product cycles out? or something else? #prodmgmttalk
pm

11:22 brainmates: @ProdMgmtTalk I think it can do both. Positioning can change the perception of product and can
pm also change mkt #prodmgmttalk

11:23 sehlhorst: RT @rcauvin: @ProdMgmtTalk A product that uniquely embodies compelling positioning redefines
pm the market. #prodmgmttalk #prodmgmttalk

11:23 barrypaquet: Building on mkt, industry, tech trends, I look 4 the disrupter (technology, business model, etc.). Most
pm dangerous + valuable #prodmgmttalk

11:23 ProdMgmtTalk: RT @rcauvin: @ProdMgmtTalk A product that uniquely embodies compelling positioning redefines
pm the market. #prodmgmt YES #prodmgmttalk

11:23 MikeBoudreaux: @ProdMgmtTalk You need to consider where you want to sell your product and maybe tier offerings
pm or focus your targets. #prodmgmttalk

11:23 DavidWLocke: @ProdMgmtTalk Market change across adoption, rather than sales time frames require architectural
pm solution. #prodmgmttalk

11:24 sehlhorst: @barrypaquet exlnt. how do you know what the disrupter will be? #prodmgmttalk
pm

11:24 brainmates: @barrypaquet What tool do you use to do this? #prodmgmttalk
pm

11:24 ProdMgmtTalk: RT @barrypaquet Build on mkt, industry, tech trnds, look 4 disrupter (technology, business model,
pm etc) Mst dangrous + valuable #prodmgmttalk

11:25 sehlhorst: @MikeBoudreaux true for segmenting (snaphot) - but what about evolving demands of the same
pm market? #prodmgmttalk

11:25 MikeBoudreaux: @ProdMgmtTalk Consider the expected duration of product lifecycle phases - Introduction, growth,
pm maturity, decline. #prodmgmttalk

11:25 brainmates: RT @rcauvin A product that uniquely embodies compelling positioning redefines the market.
pm #prodmgmttalk #prodmgmt #prodmgmttalk

11:25 barrypaquet: current + .5 #prodmgmttalk #vision
pm

11:25 ProdMgmtTalk: How future you project depends on product type and current lifecycle of product #prodmgmttalk
pm

11:26 sehlhorst: @MikeBoudreaux any particular 'warning signs' that product is maturing? declining? #prodmgmttalk
pm

11:26 nickcoster: market anticipation depends on investment horizon. This should drive lower cost innovation now to
pm guide progress for future. #prodmgmttalk


11:26 ProdMgmtTalk: @barrypaquet .5 years, quarters ? #prodmgmttalk
pm

11:26 sehlhorst: @ProdMgmtTalk what about 'how agile your competition is' as a factor? #prodmgmttalk
pm

11:27 MikeBoudreaux: @sehlhorst Need to consider the evolving demands. The world is changing at an accelerating rate.
pm Today's products are old. #prodmgmttalk

11:27 rcauvin: Part of the #agile philosophy is to get solutions out there so you can discover the problems they will
pm create. #prodmgmttalk #prodmgmt

11:27 sehlhorst: RT @nickcoster: market anticipation depends on investment horizon. This drive lower cost
pm innovation to guide progress 4future. #prodmgmttalk

11:28 MikeBoudreaux: @sehlhorst Sign of maturity - sales are flattening. Sign of decline, well sales are ... :-) #prodmgmttalk
pm

11:28 sehlhorst: RT @rcauvin: Part of #agile is to get slons out so you can discover the problems they will create.
pm #prodmgmttalk #prodmgmt #prodmgmttalk

11:28 brainmates: @rcauvin Great philosophy :) #prodmgmttalk
pm

11:29 sehlhorst: @rcauvin agreed - also to be opportunistic at expense of competitors, or to benefit of customers
pm #agile#prodmgmt #prodmgmttalk

11:29 nickcoster: Guessing the market is like guessing the weather. Short term is easy. Long term accuracy is
pm impossible but you can see trends. #prodmgmttalk

11:29 MikeBoudreaux: @sehlhorst Another sure sign of maturity - you start extending to other markets to grow.
pm #prodmgmttalk

11:29 sehlhorst: @MikeBoudreaux any diff between 'maturing' market, and saturating / penetration of market? how to
pm tell? #prodmgmttalk

11:29 DavidWLocke: @MikeBoudreaux @sehlhorst Many products start out mature. #prodmgmttalk
pm

11:30 rcauvin: Thinking #agile, you shouldn't get too far ahead of yourself since anticipatory thinking will likely be
pm wrong or incomplete. #prodmgmttalk

11:30 sehlhorst: RT @nickcoster: Guessing the market is like guessing the weather. st is easy. lt accuracy is
pm impossible but you can see trends #prodmgmttalk

11:30 ProdMgmtTalk: Can you afford to do a prod launch develpm cycle w/out customer validation & market feedback?
pm #prodmgmttalk

11:30 ProdMgmtTalk: RT @sehlhorst: @MikeBoudreaux any diff between maturing market, and saturating / penetration of
pm market? how to tell? #prodmgmttalk

11:30 MikeBoudreaux: @nickcoster Depends on your target markets. For industrial markets, some trends are clear: Oil,
pm wind, chemicals, power... #prodmgmttalk

11:30 brainmates: @sehlhorst @MikeBoudreaux As simple as length of time in market #prodmgmttalk
pm


11:31 sehlhorst: @nickcoster but market 'problems' are easier to project #prodmgmttalk
pm

11:31 sehlhorst: @rcauvin agreed - #prodmgmt has to be a balance of both prediction and discovery #prodmgmttalk
pm

11:31 nickcoster: @rcauvin I am trying desperately not to get drawn into an #agile debate! #prodmgmttalk
pm

11:31 ProdMgmtTalk: RT @MikeBoudreaux: @sehlhorst Another sure sign of maturity - you start extending to other
pm markets to grow. #prodmgmttalk

11:31 brainmates: @rcauvin But doesn't excuse the fact that you should look into the future. Everyone does it.
pm #prodmgmttalk

11:32 ProdMgmtTalk: Q3 How do you update your perspective on your markets? #prodmgmttalk
pm

11:32 sehlhorst: ok - so, how do you capture / maintain these insights? #prodmgmttalk
pm

11:33 DavidWLocke: @ProdMgmtTalk No, but no market when looking for validation does not me do not launch. It
pm requires a diff approach to adoption #prodmgmttalk

11:33 MikeBoudreaux: @sehlhorst @nickcoster Here's an example: baby-boomers are retiring. There will be a
pm skills/knowledge gap. This is a problem. #prodmgmttalk

11:33 sehlhorst: RT @ProdMgmtTalk: RT @MikeBoudreaux: @sehlhorst Another sure sign of maturity - you start
pm extending to other markets to grow. #prodmgmttalk

11:33 rcauvin: @brainmates Yes, #agile hypothesizes about the future, tests the hypotheses with product releases,
pm revises accordingly. #prodmgmttalk

11:34 sehlhorst: I use mind maps, sticky notes, visio diagrams, lots of notes (in evernote). really pretty adhoc. haven't
pm found good tool yet #prodmgmttalk

11:34 rcauvin: @MikeBoudreaux Baby-boomer example is crystal clear. Good one. #prodmgmttalk
pm

11:35 DavidWLocke: @rcauvin @brainmates Minimal marketable functionality delivers small amounts of functionality, so
pm you get quicker validation. #prodmgmttalk

11:36 brainmates: @rcauvin Does it though? #agile. Its a way for orgs just to say "i've released something to the
pm market" #prodmgmttalk

11:36 ProdMgmtTalk: Got @sehlhorst to verbalize diff of using #agile in software vs. hardware environments
pm #prodmgmttalk

11:36 MikeBoudreaux: @sehlhorst Same here. I use MS OneNote because of integration with Office. #prodmgmttalk
pm

11:36 sehlhorst: RT @MikeBoudreaux:Heres an example: baby-boomers are retiring. There will be a
pm skills/knowledge gap. This is a problem. #prodmgmttalk

11:36 rcauvin: @sehlhorst Heh, there doesn't seem to be a holy grail of capturing tools, does there? #prodmgmttalk
pm


11:36 ProdMgmtTalk: RT @sehlhorst: I use mind maps, sticky notes, visio diagrams, lots of notes (in evernote). really
pm pretty adhoc. #prodmgmttalk

11:37 ProdMgmtTalk: (I use mindjet - will export into word doc, pdf or website for proj mgmt & wireframing)
pm #prodmgmttalk

11:37 brainmates: @DavidWLocke @rcauvin But that's not about predicting the future. It tests for small changes only.
pm #prodmgmttalk

11:37 rcauvin: @brainmates Yikes. Not good to release just for the sake of bragging. #prodmgmttalk
pm

11:37 sehlhorst: @rcauvin oddly, started tyner blain with intent of eventually creating that tool. got distracted by
pm solving real problems :) #prodmgmttalk

11:37 barrypaquet: Iterate: assumptions =>create/refine hypotheses => customer discovery and mkt validation
pm #prodmgmttalk

11:37 MikeBoudreaux: @ProdMgmtTalk I read, read, read... looking for big events that change behavior and consider their
pm long-term impact. #prodmgmttalk

11:38 rcauvin: RT @barrypaquet: Iterate: assumptions =>create/refine hypotheses => customer discovery and mkt
pm validation #prodmgmttalk

11:38 ProdMgmtTalk: RT @barrypaquet: Iterate: assumptions =>create/refine hypotheses => customer discovery and mkt

11:38 sehlhorst: RT @barrypaquet: Iterate: assumptions =>create/refine hypotheses => customer discovery and mkt
pm validation [love it] #prodmgmttalk

11:38 brainmates: @rcauvin Less about bragging but more about ticking stuff of a project plan #prodmgmttalk
pm

11:39 nickcoster: RT @barrypaquet: Iterate: assumptions =>create/refine hypotheses => customer discovery and mkt

11:39 brainmates: @MikeBoudreaux @ProdMgmtTalk We try to stay engage with what people do and how they
pm behave #prodmgmttalk

11:39 ProdMgmtTalk: @barrypaquet winning the retweet stats contest...! #prodmgmttalk
pm

11:40 rcauvin: @brainmates The purposeful use of #agile for uncovering market problems & opportunities requires
pm great discipline. #prodmgmttalk #prodmgmt

11:40 MikeBoudreaux: @ProdMgmtTalk For B-to-B, talk to customers about their long term vision and continue the
pm discussion on a regular basis. #prodmgmttalk

11:40 sehlhorst: anyone use video to capture sessions / thoughts? Cockburn talked about it when he launched Crystal,
pm but I never tried #prodmgmttalk

11:40 brainmates: RT @barrypaquet: Iterate: assumptions =>create/refine hypotheses => customer discovery and mkt

11:40 DavidWLocke: @brainmates Technology adoption lifecycle lays out the future. Products move at the speed of the
pm adoption of the technology. #prodmgmttalk


11:40 DavidWLocke: @brainmates It's not just a matter of validating. You have to lead the customer. #prodmgmttalk
pm

11:41 DavidWLocke: @brainmates Important to know when phase is changing, b/c you need a completely new PM.
pm #prodmgmttalk

11:41 ProdMgmtTalk: Off topic - some discussions require verbal interaction - there are tools to enable a ProdMgmtTalk
pm live audio as well #prodmgmttalk

11:41 brainmates: @sehlhorst I've seen organisations use video to create personas #prodmgmttalk
pm

11:41 rcauvin: @sehlhorst Want to create an environment of creativity & willingness to make mistakes. Challenging
pm with video. #prodmgmttalk #prodmgmt

11:42 MikeBoudreaux: @DavidWLocke Very true! Must consider technology adoption lifecycle. Might not launch your
pm final vision in R1. #prodmgmttalk

11:42 DavidWLocke: @brainmates You hire a new PM, b/c continuing to listen to your customer base will kill you. Next
pm phase to different. #prodmgmttalk

11:42 sehlhorst: RT @ProdMgmtTalk: some discussions require verbal interaction - there are tools to enable a
pm ProdMgmtTalk live audio as well #prodmgmttalk

11:42 brainmates: @rcauvin I agree with that! And whilst the philosophy is sound, the practice is not diligent
pm #prodmgmttalk

11:42 ProdMgmtTalk: RT @brainmates: @sehlhorst Ive seen organisations use video to create personas #prodmgmttalk
pm

11:43 MikeBoudreaux: @DavidWLocke Very true! #prodmgmttalk
pm

11:44 ProdMgmtTalk: I've seen org create personas with their own blogs #prodmgmttalk
pm

11:45 MikeBoudreaux: @ProdMgmtTalk Good talk. Time for dinner. I'm dropping off. :-) #prodmgmttalk
pm

11:45 ProdMgmtTalk: Q4 How do your insights impact your products and activities? #prodmgmttalk
pm

11:45 ErikaLAndersen: @ProdMgmtTalk @brainmates @sehlhorst Using video during research process or final work
pm product? #prodmgmttalk

11:45 sehlhorst: would love to hear examples about how insights have disrupted _your_ roadmap. eg chnged what
pm you were about to go do.... #prodmgmttalk

11:46 sehlhorst: @MikeBoudreaux later - thanks for coming! #prodmgmttalk
pm

11:46 DavidWLocke: The technology adoption lifecycle introduces head snapping non-linearities into product management
pm processes. #prodmgmttalk

11:46 ProdMgmtTalk: @MikeBoudreaux Thanks for joining & valuable contributions! See you next week for Jim Holland
pm #prodmgmttalk


11:46 barrypaquet: @DavidWLocke @brainmates I know what u mean. Just becareful abt "leading" customer. Besides,
pm we need 2 sale something today :) #prodmgmttalk

11:47 sehlhorst: @ErikaLAndersen I was thinking in terms of sharing vision, how strategy > requirements > roadmap
pm > execution. internal comm. #prodmgmttalk

11:47 rcauvin: @sehlhorst Some insights have rendered feature ideas obsolete and replaced w/ entirely new ways of
pm solving problems. #prodmgmttalk

11:47 ProdMgmtTalk: @ErikaLAndersen for me: video used to observe direct user experience #prodmgmttalk
pm

11:47 DavidWLocke: @barrypaquet I have something to sell every quarter. I'm not worried. And, you can lead, but
pm between the lines. #prodmgmttalk

11:48 brainmates: @ErikaLAndersen Initial research process. Video as a way to capture your user/buyer personas to
pm guide u through requirements #prodmgmttalk

11:48 sehlhorst: anyone faced the 'its too late to change, execs have already approved' challenge when wanting to
pm change roadmap? #prodmgmttalk

11:48 DavidWLocke: @barrypaquet Just don't let me catch sales selling tomorrow. Sell today. #prodmgmttalk
pm

11:48 brainmates: @sehlhorst All the time! #prodmgmttalk
pm

11:48 ProdMgmtTalk: RT @sehlhorst: anyone faced the its too late to change, execs have already approved challenge when
pm wanting to change roadmap? #prodmgmttalk

11:48 sehlhorst: @rcauvin 100% agree! also - innovative tech from impl. team can obsolete previously mapped out
pm approaches #prodmgmttalk

11:48 ErikaLAndersen: @ProdMgmtTalk That's how I've used video #prodmgmttalk
pm

11:49 ProdMgmtTalk: RT @sehlhorst: @rcauvin 100% agree! also - innovative tech from impl. team can obsolete
pm previously mapped out approaches #prodmgmttalk

11:50 brainmates: @ErikaLAndersen @ProdMgmtTalk Video was a way to bring the persona to life #prodmgmttalk
pm

11:50 DavidWLocke: @sehlhorst @rcauvin If inno tech is going to invalidate roadmap, what are you there for? Might as
pm well not have a PM. #prodmgmttalk

11:50 sehlhorst: @rcauvin also exposes another risk of focus on features - churn & misalignment with requirements

11:50 barrypaquet: @DavidWLocke My experience suggests most organization can't plot themselves on the TALC.
pm Always a good starting point #prodmgmttalk

11:52 ProdMgmtTalk: RT @barrypaquet: My experience suggests most organization cant plot themselves on the TALC.
pm Always a good starting point #prodmgmttalk

11:52 DavidWLocke: @barrypaquet @DavidWLocke It's not just an organization. It's the whole industry. Usually wrong.
pm #prodmgmttalk


11:52 rcauvin: @sehlhorst Good reason to have system tests that test problems have actually been solved.
pm #prodmgmttalk #prodmgmt

11:52 sehlhorst: hopefully others have the Q too - what's TALC? #prodmgmttalk
pm

11:53 DavidWLocke: @sehlhorst Technology Adoption Lifecycle #prodmgmttalk
pm

11:53 barrypaquet: @sehlhorst Worse! Roadmaps driven by board tied to financing #nightmare #prodmgmttalk
pm

11:53 sehlhorst: RT @rcauvin: @sehlhorst Good reason to have system tests that test problems have actually been
pm solved. #prodmgmttalk #prodmgmt #prodmgmttalk

11:53 sehlhorst: @DavidWLocke thanks! #prodmgmttalk
pm

11:54 ProdMgmtTalk: RT @DavidWLocke: @sehlhorst Technology Adoption Lifecycle #prodmgmttalk
pm

11:54 sehlhorst: @barrypaquet ugh! #prodmgmttalk
pm

11:54 ProdMgmtTalk: http://bit.ly/eGXLvV #prodmgmttalk
pm

11:55 ProdMgmtTalk: 5 minute Warning! Get your salient points in now! #prodmgmttalk
pm

11:55 brainmates: @barrypaquet @sehlhorst Agree. Seen many roadmaps tied to Board approvals #prodmgmttalk
pm

11:55 ProdMgmtTalk: Promotion: Follow @ProdMgmtTalk on twitter: http://twitter.com/#!/prodmgmttalk Like us at
pm Facebook:http://on.fb.me/fCZoLS #prodmgmttalk

11:56 sehlhorst: any difference in how startups and bigco's should approach market definition? #prodmgmttalk
pm

11:56 DavidWLocke: @brainmates @barrypaquet @sehlhorst That's not good governance is it? #prodmgmttalk
pm

11:57 brainmates: @DavidWLocke No its not but it happens #prodmgmttalk
pm

11:57 DavidWLocke: @sehlhorst Big co.s are affraid to inno, b/c of risk. Startups don't have the sys, cost structure, nor the
pm policy structure. #prodmgmttalk

11:58 ProdMgmtTalk: 3 minutes to end of official Global Product Management Talk (happy valentine's day!)
pm #prodmgmttalk

11:58 DavidWLocke: @sehlhorst Big co. mgmt is the risk, not the inno. #prodmgmttalk
pm

11:58 sehlhorst: Looks like 4.5 questions would have been the perfect amount for today. :) #prodmgmttalk
pm


11:58 ProdMgmtTalk: RT @sehlhorst: any difference in how startups and bigcos should approach market definition? HUGE
pm DISCUSSION! #prodmgmttalk

11:58 StewartRogers: @sehlhorst probably. maybe only in depth though. #prodmgmttalk
pm

11:58 brainmates: @sehlhorst Market definition is a process that should be done by startups and big biz. Both may not
pm define their mkt #prodmgmttalk

11:59 sehlhorst: @DavidWLocke I think the main issue is rationalizing sunk costs and existing orgs. reading _innov's
pm dilemma_ now #prodmgmttalk

11:59 rcauvin: Time for dinner w/ my Valentine. G'nite all. #prodmgmttalk
pm

11:59 sehlhorst: @StewartRogers hey - welcome! #prodmgmttalk
pm

11:59 ProdMgmtTalk: Welcome @StewartRogers #prodmgmttalk
pm

11:59 DavidWLocke: @StewartRogers @sehlhorst That's b/c product mgmt is part of the big co approach. #prodmgmttalk
pm

February 15, 2011

nickcoster: Big companies act that there is lots to lose. Start-ups act like they have nothing to lose.
#prodmgmttalk

ProdMgmtTalk: Check out the site http://bit.ly/ijzJl9 for speaker, preparation for next week's talk & updates
#prodmgmttalk

brainmates: RT @ProdMgmtTalk: Check out the site http://bit.ly/ijzJl9 for speaker, preparation for next week's
talk & updates #prodmgmttalk

12:01 joshua_d: looks like a great #prodmgmttalk today with @sehlhorst . Will have to review the Tweets tonight.
am

12:01 sehlhorst: RT @nickcoster: Big companies act that there is lots to lose. Start-ups act like they have nothing to
am lose. #prodmgmttalk

12:01 sehlhorst: Thanks all for attending and the great insights! #prodmgmttalk
am

12:01 ProdMgmtTalk: Thank you @sehlhorst! Thank you all participants! Excellent insights/possibilities for much more in
am depth discussion & topics #prodmgmttalk

12:01 sehlhorst: @joshua_d lurker! #prodmgmttalk
am

12:02 DavidWLocke: @sehlhorst Easy to rationalize sunk cost. Stay=Die. #prodmgmttalk
am

12:02 ProdMgmtTalk: Welcome @joshua_d Transcript from today's talk will be posted at http://bit.ly/ijzJl9 later today
am #prodmgmttalk


12:02 brainmates: Speak to you all next week. We have @jim_holland joining us! #prodmgmttalk
am

12:02 DavidWLocke: @sehlhorst I've seen our partners die from sticking with the old, listening to VOC to the very end.
am #prodmgmttalk

12:03 ProdMgmtTalk: Thank you Adrienne, Nick, @brainmates @sehlhorst and in person audience here in SF Bay
am #prodmgmttalk

12:03 sehlhorst: everyone have a good one - signing off. #prodmgmttalk
am

12:03 sehlhorst: RT @ProdMgmtTalk: Thank you Adrienne, Nick, @brainmates and in person audience here in SF
am Bay #prodmgmttalk

12:03 leonardkish: Next time. RT @ProdMgmtTalk: @joshua_d Transcript from today's talk will be posted
am athttp://bit.ly/ijzJl9 later today #prodmgmttalk

12:05 ProdMgmtTalk: hello @leonardkish #prodmgmttalk
am

12:05 HakanKilic: RT @sehlhorst: everyone have a good one - signing off. #prodmgmttalk Thanks @sehlhorst!
am

12:05 ProdMgmtTalk: Transcript now available from http://wthashtag.com/Prodmgmttalk #prodmgmttalk
am

12:06 ProdMgmtTalk: Immediate link to transcript http://bit.ly/fxs28b #prodmgmttalk
am

12:07 ProdMgmtTalk: Thanks for joining @leonardkish @HakanKilic #prodmgmttalk
am

12:08 ProdMgmtTalk: Check out the site http://bit.ly/ijzJl9 for speaker, preparation for next weeks talk & updates
am #prodmgmttalk

12:09 ProdMgmtTalk: Planning to speak at Global Product Management Talk? Fill out speaker info
am form: http://bit.ly/ecxFr7#prodmgmttalk

12:25 speakhub: @ProdMgmtTalk @nickcoster Hey guys. Sorry, I got pulled away right after I joined. I look forward
am to attending #prodmgmttalk soon

1:04 am TrendsAustin: #prodmgmttalk is now trending in #Austin http://trendsmap.com/us/austin

3:48 am joshua_d: @sehlhorst guilty. Will try to get out oearlier next week for #prodmgmttalk

3:52 am MikeBoudreaux: Quora: What is the best way to predict what a market will look like in the future?
Answer:http://qr.ae/5SiJ #ProdMgmtTalk

3:55 am MikeBoudreaux: Quora: How far into the future should product managers try and anticipate markets?
Answer:http://qr.ae/5SeD #ProdMgmtTalk

5:08 am brainmates: Going through #prodmgmttalk transcripts. Saw good quote fr @sehlhorst #prodmgmt has to be a
balance of both prediction and discovery

5:29 am brainmates: Using Market Insights Effectively http://bit.ly/fCM0sQ summary #prodmgmttalk discussion by
@sehlhorst @cindyfsolomon


5:29 am davidjeade: So true! RT @brainmates: Going through #prodmgmttalk transcripts: @sehlhorst #prodmgmt has to
be a balance of both prediction and discovery

5:31 am brainmates: @davidwlocke @rcauvin @barrypaquet @mikebordreaux Hope I captured your words accurately
#prodmgmttalk http://bit.ly/fFQtkk

6:35 am ProdMgmtTalk: RT @brainmates: Using Market Insights Effectively http://bit.ly/fCM0sQ summary
#prodmgmttalkdiscussion by @sehlhorst @cindyfsolomon

6:39 am cindyfsolomon: RT @brainmates Using Market Insights Effectively http://bit.ly/fCM0sQ recap
#prodmgmttalk #prodmgmt#prodmrktg

7:19 am dominickgalang: RT @nickcoster: Guessing the market is like guessing the weather. Short term is easy. Long term
accuracy is impossible but you can see trends. #prodmgmttalk

1:43 pm DavidWLocke: @brainmates Thanks for the mention in in the Brainmates blob post "Using Market Insights
Effectively,"http://bit.ly/fFQtkk #prodmgmttalk

2:53 pm ProdMgmtTalk: RT @barrypaquet Technology Adoption Lifecycle (TALC) ? Product Lifecycle (PLC)
#prodmgmt#prodmgmttalk

11:35 cindyfsolomon: @rickwatson please join next week using hashtag #ProdMgmtTalk so everyone can view
pm comments!http://bit.ly/fGIcqD #prodmgmt @ProdMgmtTalk

Using Market Insights Effectively

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