What does being Product Led mean in practice and how can you lead the change? Amy Johnson, Chief Product Officer at Propel Ventures dives into this topic. She covers 5 components you'd need to see to know you're getting there.

1. Product-Led
in Practice

2. Product-Led
A relentless focus on customer value to create
products that sustainably drive growth.

3. Mission Control
Product Vision
Product Strategy
Shared Success Measures
Organise around Value
Outcome Based Roadmaps

4. ● Describes the future you want to create
● Focuses on the customer
● Provides a common understanding for
what teams are hoping to accomplish
● Clarity for the engineers about what’s
coming
Product Vision
Our vision is to empower
Australians with the tools and
technology to affordably invest
in the stock market with
confidence and convenience, so
they can reach their goals.

5. Embrace diverse perspectives
and dissenting voices.
What problem are you looking
to solve?
What change do you want to
bring about?
Gather the right
people
01.
Focus the
challenge
02.
“A group exercise in creating such a vision ensures that you’re not
embarking on a lonely fight as a product leader.”
Challenge.
The vision needs to align and
inspire, be ambitious enough to
guide your teams today and
into the future.
Pressure Test
03.
Radhika Dutt, Radical Product Thinking
Hot Tip: don’t go it alone!

6. Product Strategy
“Where a vision tells you where you are going, the
strategy maps the path to get there”
Marty Cagan, Empowered
Insight
Strategic
Intent
Focused
Choices
Outcome

7. What are the business goals?
What challenges are standing
in the way of reaching the
product vision?
What problems can you address to
tackle the challenges?
What are the options?
Strategic Intent
01.
Initiatives
02.
"Strategic intent is the compass that guides all product decisions.
It ensures you’re building the right thing for the right reasons, so
you can achieve the outcomes you need to achieve."
Data and insight driven choices
Prioritise for
Impact
03.
Hot Tip: clearly articulate the goals & strategic intent
Melissa Perri, The Build Trap

8. Shared Success Measures
1. Demonstrates if your strategy is
working
2. Informs future decisions
3. Reduces uncertainty about your
assumptions and big bets
4. Fosters alignment

9. What makes you excited to show
up?
Don’t think about the constraints
What is happening in your product
when you picture your successful
customer?
What is
success?
01.
How does it look
in product
02.
What are the business goals or
outcomes of your strategy?
Strategic Intent
03.
Hot Tip: don’t stress about how you will measure (at first)
“An imperfect measurement for the right idea, is better
than a perfect measurement for the wrong idea.”
John Cutler

10. Organise around value
Trigger to
review
Research Decision
Purchase &
Onboarding
Steps
Touchpoint
Actions
Thoughts
Pain points
Opportunity
Emotions
Customer Journey
Value stream
team
Customer
journeys
Customer Value
Spend Smarter
Products
Platform teams
Value stream
team
Customer
journeys
Customer Value
Grow Wealth
Products
Value stream
team
Customer
journeys
Customer Value
Spend Less
Products
Email
Change in
lifestage
Compare
sites
Choose
policy
Sign Up
Web, Mobile
Provider,
Phone
Website,
App
Lack of
understandin
g
Not apples
with apples
comparison
Information
gaps
Rework,
missing docs
Irritation,
concern
Confused
anxious
Increasing
confidence
Customer Value
Happy move
on

11. Pain points and opportunities Define the problem to solve and
how you will measure success
Customer
experience
01.
Align to outcomes
02.
Test and learn, use data and
insight
Experiment &
Iterate
03.
Hot Tip: visualise customer value with a journey map & share it
with your cross functional team
“A shift to customer value streams enables a clear sense of
purpose for teams.”
Mik Kersten, From Project to Product

12. Outcome Based Roadmaps
Specific Scope
Improve the ease of use
by simplifying workflows
Now
Less flexible
Granular area of
focus
Some flexibility
Discovery
Wide area of focus
Experimentation
High level broad
scope, flexible
Later
Next
Capture new revenue
through end to end
solution
Reduce tech debt,
increasing deployment
frequency
Goal
Embed contextual help
Implement new information
architecture
Integrate natural language
processing
Combined installers
Resolve security
vulnerabilities
Automated test framework
Can we reduce the time it
takes to process unstructured
data?
How can we create an end to
end solution that helps users
process and analyse their data
faster?
How can we provide better
insight for our users?
Can we integrate our products
so that we can solve for more
of our customers’ workflows?
Can we increase scalability?

13. Always test against the vision
Is this good vision fit or creating
vision debt?
Empower the team and hold them
accountable the outcome, not just
the output.
Vision
01.
Align to Outcomes
02.
Think now, next, later
Time Horizons
03.
Hot Tip: back away from the gantt chart
“Think outcomes, not output.
Your roadmap should be tracked to company-level objectives,
not a pile of features for features' sake.”
Janna Bastow

14. Product Vision - describes the future - do you have one?
Product Strategy - maps the path - is it focused?
Shared Success Measures - does it really tell you if the strategy is
working?
Organise around Value - have you visualised customer
value?
Outcome Based Roadmap - does it reflect goals &
horizons

15. https://www.propelventures.com.au/how-to-
become-product-led
Product-Led Maturity Assessment

16. Radhika Dutt
Marty Cagan
Melissa Perri
Josh Seiden
Janna Bastow
John Cutler
Mik Kersen

17. Contact
amy.johnson@propelventures.com.au
linkedin.com/in/amy-johnson-sydney/

18. www.propelventures.com.au 18