In today’s hyper-specialized world there are many silos that emerge in organizations. These silos can hinder your forward motion for your product. As a product manager, you are constantly challenged to break down these silos in order to move your idea into your product. Further, you must find a way to incorporate the customers and users voice in a constructive and rigorous manner. We’ll talk about a few ways to approach these situations from a diligent, design-centric lens and how you can implement these within your team or organization. About C. Todd Lombardo C. Todd Lombardo is an Innovation Architect at Constant Contact’s InnoLoft, where he works increase the level of innovation across the entire organization by facilitating product and service design sprints for a wide range of external startups and internal product teams. He is co-author on the forthcoming book: Design Sprint: A Practical Guidebook for Building Great Digital Products. C. Todd is also a member of the adjunct faculty at Madrid’s prestigious IE Business School where he teaches courses on Creativity, Innovation, Design-Thinking, and Communication.

1. intersectionsof
Product management
C. Todd Lombardo
@iamctodd

2. 2009 - 1st PCamp Boston
sasha
dass
brooks
rutledge
Me

4. clock radios &
paper planes
of
product management

5. Source: roadsidepictures - flickr

6. source: vintageadbrowser.com

7. source: vintageadbrowser.com

8. source: vintageadbrowser.com

9. source: vintageadbrowser.com

10. source: vintageadbrowser.com

14. Source: google

15. Source: WSJ

16. @iamctodd
Why?!

17. You’re way too dumb
to figure out if your
idea is any good.”
Andrew Mason, Founder of Groupon
“

18. A Tale of an Idea

19. alarming
details 1
“Example” quotes.

20. alarming
details 2
A team of 12 ..?!
$90k..??

21. @iamctodd
wTf?!

22. @iamctodd
No. Just no.

26. Innovation Team
Existing CTCT Team

27. Innovation Team
Existing CTCT Team
MVP
Minimum Viable Product
Project Team
CTCT

28. revolution
Innovation Team
Existing CTCT Team
MVP
Minimum Viable Product
Project Team
CTCT

29. revolution
evolution
Innovation Team
Existing CTCT Team
MVP
Minimum Viable Product
Project Team
CTCT

33. Innovation Team
Existing CTCT Team

34. Innovation Team
Existing CTCT Team
clarify

35. Innovation Team
Existing CTCT Team
MVC
Minimum Viable Concept
clarify

36. Innovation Team
Existing CTCT Team
MVC
Minimum Viable Concept
MVP
Minimum Viable Product
build
clarify

37. Innovation Team
Existing CTCT Team
MVC
Minimum Viable Concept
MVP
Minimum Viable Product
build
clarify
integrate
Project Team
EXISTING PRODUCT

38. Innovation Team
Existing CTCT Team
MVC
Minimum Viable Concept
MVP
Minimum Viable Product
build
clarify
New Team
PRODUCT
pilot
integrate
Project Team
EXISTING PRODUCT

39. Innovation Team
Existing CTCT Team
MVC
Minimum Viable Concept
MVP
Minimum Viable Product
build
clarify
New Team
PRODUCT
pilot
integrate
Project Team
EXISTING PRODUCT

40. Innovation Team
Existing CTCT Team
MVC
Minimum Viable Concept
MVP
Minimum Viable Product
build
clarify
scale
New Team
PRODUCT
pilot
integrate
Project Team
EXISTING PRODUCT

41. revolution
Innovation Team
Existing CTCT Team
MVC
Minimum Viable Concept
MVP
Minimum Viable Product
build
clarify
scale
New Team
PRODUCT
pilot
integrate
Project Team
EXISTING PRODUCT

42. evolution
revolution
Innovation Team
Existing CTCT Team
MVC
Minimum Viable Concept
MVP
Minimum Viable Product
build
clarify
scale
New Team
PRODUCT
pilot
integrate
Project Team
EXISTING PRODUCT

43. Design
Sprint

44. 26
RESEARCH INSIGHTS IDEATION PROTOTYPE TEST

45. Empathize Define Prototype TestIdeate
Discovery Interpretation Experimentation EvolutionIdeation

46. Source: gv.com; thoughtbot.com; smashngmagazine.com
Define Understand Build TestIdeate
Understand Diverge Prototype ValidateDecide
2013
Unpack Sketch Prototype TestDecide
2015
Empathize Define Prototype TestIdeate
Understand Diverge Build TestConverge
Discovery Interpretation Experimentation EvolutionIdeation

47. SMB Marketing Smarts
Mobile Content Help

48. What happens after
the Design sprint?
@iamctodd

49. }
}
}
DESIGN SPRINT
JUMP START
AGILE SCRUM

50. source: SMashing Mag/D. Dimmick
Design
Sprint
“DISCOVERY”
2-week
SCRUM
SPRINT

51. paper
planes
@iamctodd

52. source: foldnfly.com

53. source: flickr

54. What are you
assuming?

55. NEED

56. BREAKTHROUGHNEED

57. BREAKTHROUGHNEED
what really happens

58. BREAKTHROUGHNEED
assumptions

59. @iamctodd
be a
“designtist”

60. DESIGNER SCIENTIST
Empathic
Maker
Forward looking
Rigorous
Experimental
Hypothesis driven

61. EXAMPLE

66. @iamctodd
7 weeks
Idea to paying customer

67. life is too short
to build something
nobody wants.”
ash Maurya, Author running Lean
“

68. product mgmt
Sales
marketing
R&D
NOT THESE
INTERSECTIONS

69. your brain
facts
assumptions
questions
THESE

70. @iamctodd

71. Your opinion doesn't matter.
@iamctodd

72. Your opinion doesn't matter.
Talk to customers. Listen.
@iamctodd

73. Your opinion doesn't matter.
Talk to customers. Listen.
Check your assumptions. again.
@iamctodd

74. Your opinion doesn't matter.
Talk to customers. Listen.
Check your assumptions. again.
Think like a Designtist.
@iamctodd

75. Your opinion doesn't matter.
Talk to customers. Listen.
Check your assumptions. again.
Think like a Designtist.
It’s not failure if you learn.
@iamctodd

76. when all
else fails
@iamctodd

77. @iamctodd
f*** it.
TEST it!

78. LEARN MORE
hello@ctodd.com
@iamctodd
Early Release on
O’Reilly Media
designsprintbook.com