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Steve Johnson
steve@under10consulting.com
@sjohnson717
http://www.under10playbook.com/prodcamp
CREATE YOUR PRODUCT ADVENTURE
©	2012-2017	Under10	Consulting
“ In theory, there is no
difference between theory
and practice. In practice,
there is.
attributed to Yogi Berra
What would you say you do here?
http://www.flickr.com/photos/medevac71/5557687409/
46% of time
spent in
unplanned activity
©	2012-2017	Under10	Consulting
Define Evaluate Describe Schedule Release Launch Enable Analyze
DESCRIBE
DEFINE
EVALUATEMARKET
BUILD
DELIVER
learn
©	2012-2017	Under10	Consulting
DESCRIBE
DEFINE
EVALUATEMARKET
BUILD
DELIVER
learn
©	2012-2017	Under10	Consulting
DESCRIBE
DEFINE
EVALUATEMARKET
BUILD
DELIVER
learn
Define the
who and
why, not
how
©	2012-2017	Under10	Consulting
Persona: Meghan, the Product Manager
What templates should I
use in this organization?
Where do I put all the
information about my
products?
What’s the status of my
product?
©	2012-2017	Under10	Consulting
Persona: Alan, the VP of Product
I want to standardize my
team with proven methods
and templates
I need a place to store our
product assets that isn’t in
someone head
I want my team’s output to
look the same, regardless
of who created them
©	2012-2017	Under10	Consulting
Under10 Playbook: Market problems
Consolidation
Everything about
your products
in one place
Consistency
All views and reports
look the same,
regardless of creator
Coaching
Guide your team
through a nimble,
standard workflow
©	2012-2017	Under10	Consulting
DESCRIBE
DEFINE
EVALUATEMARKET
BUILD
DELIVER
learn
Make
time for
briefing
teams
Meghan needs a roadmap report
for the executives so she can show
the status of major deliverables
92
Ron	Jeffries	advocates	the	form	of	“Card,	
Conversation,	Confirmation“	for	stories.
©	2012-2017	Under10	Consulting
Planning
Ready Working Accepted
Released
Visible to development
©	2012-2017	Under10	Consulting
DESCRIBE
DEFINE
EVALUATEMARKET
BUILD
DELIVER
learn
Make	
time	for	
briefing	
teams
ACQUISITION
ACTIVATION
RETENTION
REVENUE
REFERRAL Do	they	tell	their	friends?
Do	they	pay	you?
Do	they	come	back?
Do	they	sign	up?
Do	customers	find	you?
Based	on	Dave	McClure’s	“Pirate	Metrics”
Focus your
promotions on
significant drop-offs.
©	2012-2017	Under10	Consulting
DESCRIBE
DEFINE
EVALUATEMARKET
BUILD
DELIVER
©	2012-2017	Under10	Consulting
Product leaders systematically turn ideas into businesses
They do this by:
envisioning solutions to
widespread problems
shared by distinct groups
of people,
inspiring and empowering
organizations to deliver
their vision, and
monitoring key metrics and
adjusting priorities to refine
their vision.
Product Leaders lead!
Product leaders are
business-focused
Product leaders are driven
by facts, not opinions
©	2012-2017	Under10	Consulting
Product leaders must
choose: do you want
to put out fires or put
out products?
For more, get
Turn Ideas Into Products,
available now on Amazon.
TurnIdeasIntoProducts.info
©	2012-2017	Under10	Consulting

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