Brian Donohue - Why Product Managers Should Own a Job, Not a Set of Features - Productized15
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Brian Donohue - Why Product Managers Should Own a Job, Not a Set of Features
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Brian Donohue - Why Product Managers Should Own a Job, Not a Set of Features - Productized15
- 1. Why Product Managers Should Own a Job, Not a Set of Features
- 2. Let’s start on a pessimistic note
- 3. “It's all one ghetto, man. A giant gutter in outer space.”
- 6. Product Entropy The natural state of products is to proceed to a state of disorder.
- 7. The natural state of products is to proceed to a state of mediocrity.
- 8. Our values are in part an attempt to combat that pull.
- 9. At the personal level
- 10. with hacks
- 11. At the company level
- 17. Fight Entropy Intercom’s story with jobs How to start JTBD Feature Focus
- 20. Your product strategy becomes “Fill out the feature matrix”
- 22. Don’t make products that people have to take crap out of just to be able to use it Credit: @Mr_Mike_Clarke
- 28. How do you divide up your app? credit: Ryan Singer, feltpresence.com
- 30. Use Jobs To Be Done as a framework to fight feature focus
- 31. Fight Entropy Intercom’s story with jobs How to start JTBD Feature Focus
- 35. “We care so that you can eat with confidence.”
- 36. Jobs are timeless, independent of technology People, particularly students and young people, wanted to pass notes and messages, without fear of other people seeing them… People wanted to store photos in a safe place, like the shoe box under the spare bed… People wanted to collect scrapbooks of ideas, for home renovations or other projects…
- 37. Once you understand the job, how to improve the product becomes much more obvious. It also makes it more clear who your competitors are, and what your opportunity is.
- 39. JTBD are about providing a flash of clarity, not a flash of brilliance. Clarity of your customers problems, and your purpose, is what frees you to build great products.
- 40. Fight Entropy Intercom’s story with jobs How to start JTBD Feature Focus
- 41. We’ve bet the company on JTBD
- 49. ACQUIRE Chat with visitors on your website to help them become customers
- 58. Team Users
- 59. Team Inbox
- 60. Team Messages
- 64. PLATFORM DELIVERY CHANNELS PATTERNS ACQUIRE Chat with visitors on your website to help them become customers
- 68. Can I see stats on the average response time per person on the team? I need counts of how many conversations my team replied to last month.
- 70. Focus on the smallest unit that will give the most value in the shortest time
- 71. Questions support teams have
- 76. We thought this was a map
- 77. I want to impress people at an expo I want to impress people on Twitter I want to impress investors
- 78. If we think it’s a “map” Geographical accuracy Precise filtering Clustering of segments Drag to zoom for regions Accurate scales & distances When we know the job… A beautiful map Animated with live action Full screen version Hide sensitive data to share Make it easy to share
- 79. A worse “map”, does a better job
- 84. Make internet business personal
- 87. recording video recipient user recipient recipient Turns out this was hard to do Video Provider Transcoding service (e.g. AWS Elastic Transcoder)
- 90. Eddie Cue : “There are things people can tell us and there are things they can’t. Both are really important but one of the dangers is to only do things people tell you to do. To innovate you have to look beyond. We used to say that we get paid to look around corners.”
- 91. Fight Entropy Intercom’s story with jobs How to start JTBD Feature Focus
- 92. https://medium.com/@marksweep/how-to-introduce-jobs-to-be-done-to-your-organization-de7800ee313b
- 97. “That’s why most companies decay slowly over time. They tend to do approximately what they did before, with a few minor changes. It’s natural for people to want to work on things that they know aren’t going to fail. But incremental improvement is guaranteed to be obsolete over time.” Larry Page Look for 10x, not 10%
- 98. Thank you! Intercom: http://intercom.io Blog: http://blog.intercom.io Me: @brian_donohue http://intercom.io/pmbook