A key value of Lean is to “optimize the whole.”  For product management, that means looking at the steps to go from idea to a generally available product that is delivering value to customers.  It also means optimizing steps before and after development.  In this webcast, Lean product management expert Greg Cohen will share six Lean steps you can take to dramatically decrease your time to market and attendees will learn: 1.       The definition of Lean product management 2.       The business benefits of decreasing time to market 3.       A general framework for applying Lean to any situation 4.       Two key Lean metrics to track 5.       6 Lean steps to get to market in record time Greg is a 20-year Product Management veteran with extensive experience in understanding customer needs and collaborating with development to create market-driven products. He is an expert and strong advocate of customer centric design, agile development, and a pioneer in applying Lean methods to product management.

1. © 2017 280 Group LLC and Greg Cohen 1
AIPMM Webinar Series
6 Lean Steps to Get to Market in RecordTime
These slides are protected under copyright law and may not be
reproduced, distributed or used to create derivate materials.

2. © 2017 280 Group LLC and Greg Cohen 2
Brian Lawley
CEO & Founder - 280 Group, LLC
Greg Cohen
Agile and Lean Product Management Expert
Senior Consultant and Trainer – 280 Group LLC
Our Speakers

3. © 2017 280 Group LLC and Greg Cohen 3
Download Greg Cohen’s Book!
DownloadLeanProductManagementBook: https://280group.com/lean-product-management-book-download/
Download your copy:
https://280group.com/lean-product-management-
book-download/

4. © 2017 280 Group LLC and Greg
Cohen 4
We help companies and
individuals do GREAT Product
Management and Product
Marketing using our Optimal
Product Process™ framework.
Mission
About Us

5. © 2017 280 Group LLC and Greg
Cohen 5
Why Are We The 280 Group?
About Us

6. © 2017 280 Group LLC and Greg
Cohen 6
• Lean Product Management Workshop
– Private onsite
– Hands-on
– Learn how to apply lean
• Agile Excellence for Product Managers and Product
Owners (ACPMPO) Course
– Public
– Private
– Online
• ACPMPO Certification
Agile and Lean Product Management Courses
DownloadLeanProductManagementBook: https://280group.com/lean-product-management-book-download/

7. © 2017 280 Group LLC and Greg
Cohen 7
Poll
What’s Your Title?
DownloadLeanProductManagementBook: https://280group.com/lean-product-management-book-download/

8. © 2017 280 Group LLC and Greg
Cohen 8
• Senior Principal Consultant, 280 Group
• Twenty years of PM Experience
– Medical diagnostics and devices
• Chiron Diagnostics, Smith & Nephew
– Software-as-a-Service
• Pandesic (SAP and Intel), IdealLab!, Instill
– 280 Group
• Accretive Health, Computer Associates, Dell, MobileIron, Peoplefluent,
Untangle, VGT and more
• Certified Scrum Master, SVPMA Board
Member and former President
• Interests
– Agile and Lean methods
– Product Strategy, Roadmapping, and Prioritization
– Product innovation
– Product management process
Greg Cohen
280 Group
Author

9. © 2017 280 Group LLC and Greg
Cohen 9
Coming Fall 2017
“The book is a masterful
summation of the essentials of
product strategy excellence.”
-Therese Padilla, President,AIPMM
Learn why product strategy matters more than ever in an agile world

10. © 2017 280 Group LLC and Greg Cohen 10
What it means to be Lean from a PM perspective
• Define Lean product management
• A generalized Lean Framework to achieve flow
• 6 ways to apply Lean to get to market in record
time
Goals for this webinar
Way of thinking that can be applied to any situation

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My Backgound

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14. © 2017 280 Group LLC and Greg Cohen 1414Source: http://www.idealab.com/inside_the_lab/videos/gates_idealab.html

15. © 2017 280 Group LLC and Greg Cohen 15
15

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eXtreme Programming

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Web and Web Analytics

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Lean Product Management

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Lean Product Management
“Achieving optimal product-market fit in less time with
fewer resources.”
Lean Product Management by Greg Cohen (280 Group Press, 2011)

20. © 2017 280 Group LLC and Greg Cohen 20
Lean PM – Mental Model
Lean Product Management by GregCohen (280Group Press, 2011)

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Time frame to MVP and General Availability
The counterintuitive part
Lowering fit to get to market sooner increases learning.
This in turn accelerates fit when combined with Agile
development.
MVP=MinimumViableProduct

22. © 2017 280 Group LLC and Greg Cohen 22
Lean PM – Mental Model
Lean Product Management by GregCohen (280Group Press, 2011)
Today’s Focus

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Economics of Getting to
Market Sooner

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ROI implication of time to market
Source: Alan Shalloway, Guy Beaver, James R. Trott, Lean-Agile Software Development.
Time
Contribution

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Better informed decisions, more responsive org.
MVP v1.1 v1.2 v1.3 v1.4
BusinessValue
Time and Effort
What new
functionality will
add the most value
now?
Is this still the
highest value
project?
Delay decision until last responsible moment

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28. © 2017 280 Group LLC and Greg Cohen 31
Creating Flow

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Flow Efficiency vs. Resource Efficiency
Low High
Low
High
Resource Efficiency
Flow Efficiency
This is Lean by Niklas Modig and Par Alhstrom (2017)
Efficient Islands
Wasteland Efficient Ocean
Perfect State

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Flow Efficiency vs. Resource Efficiency
Low High
Low
High
Resource Efficiency
Flow Efficiency
This is Lean by Niklas Modig and Par Alhstrom (2017)
Efficient Islands
Wasteland Efficient Ocean
Perfect State
Focus on flow efficiency
before resource
efficiency to create an
integrated system and
avoid creating efficient
islands.

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Value Added Time Duration
• Total time working on
the actual task
• Total working time from
when a process starts to
when it finishes
Quantifying Flow Efficiency
Flow Efficiency =
Value Added Time
Duration

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The term“Fast-Flexible-Flow”fromAlanShalloway,GuyBeaver, JamesR.Trott, Lean-Agile SoftwareDevelopment.. Thediscussion ofthe practices to achieve fast,flexibleflowisinfluencedbyDonaldG.Reinertsen’sThe Principles ofProduct Development Flow
• Minimize queues
by working in
• Small batches
managed through
• WIP constraints
creating
• Short cycle times
and approaching
• Single piece flow
Achieving flow efficiency

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Scrum Lean Principles
How is flow achieved?
?

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Scrum Lean Principles
• Timebox (i.e. short
duration)
• Limit WIP (i.e. small
batch)
• Focus on finishing what
is started
How is flow achieved?

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Google Ventures – Design Sprints

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Design Sprint
How is flow achieved?
• Timeboxed (i.e., short
duration)
• Limit WIP (focused on
testing a single idea)
• Users lined-up for
conducting the test
Sprint by Jake Knapp (2016)

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Taking an Idea to Market

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Need
Perceived
Value
Realized
Value
Validate
Problem
Validate
Concept
Validate
Solution

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Idea MVP
General
Availability
Major milestones in getting to market

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Map “Idea to MVP”
Low High
Low
High
Resource Efficiency
Flow Efficiency
Grid is from This is Lean by Niklas Modig and Par Alhstrom (2017)
Efficient Islands
Wasteland Efficient Ocean
Perfect State Map Process to Grid
• Idea to MVP
• Validate Problem
• Validate Concept
• Validate Solution

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Map “Idea to MVP” Processes
Low High
Low
High
Resource Efficiency
Flow Efficiency
Grid is from This is Lean by Niklas Modig and Par Alhstrom (2017)
Efficient Islands
Wasteland Efficient Ocean
Perfect State
Idea to
MVP
Map Process to Grid
• Idea to MVP
• Validate Problem
• Validate Concept
• Validate Solution

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1. Map how your current system behaves
2. Visualize flow
3. Prioritize opportunities
4. Reduce batch size
5. Enforce WIP limits for high priority
opportunities
6. Sequence to remove delays between value
adding steps
6 Lean steps to achieving flow

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• Map the major steps in
your process
• Calculate the flow
efficiency for each step
(the start of one step to
the start of the next step)
• Identify areas within a
step and in the handoffs
for improvement
1. Map how your current system behaves

44. © 2017 280 Group LLC and Greg
Cohen 48
2. Visualize process flow

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3. Prioritize opportunities
Value, time sensitivity, duration and resources
• To move fast you need to focus
• To focus you need to prioritize
To learn more about WSJF: Donald Reinertsen, The Principles of Product Development Flow, 2009 and http://scaledagileframework.com/wsjf/

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• Move to test sooner
• Can you do early tests
in less time
• Define a truly
“minimum” MVP
4. Reduce batch size
Key Question Chain™

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• Achieve flow – focus on the
keeping the highest priority
project moving forward.
• Plan for lower responsiveness for
lower priority projects.
• PMs can rarely focus on more
than one high priority project
(i.e., other areas will get
neglected)
5. Enforce WIP limits for high priority opportunities

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Critical Chain
6. Sequence to remove delays

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How to Get Started

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Sequence to Remove Delays
Need
Perceived
Value
Realized
Value
Flow from Idea to MVP
Validate
Problem
Validate
Concept
Validate
Solution

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Component Tasks to go from Idea to MVP
MVP Development
2 8
Interview
2 1
Survey
1 3
Funct. Prototype 1
2 1
Test Prototype 1
2 1
Funct. Prototype 2
2 1
Test Prototype 2
2 1
Legend
Task Name
2 wk 1 wk
Task TimeLeadTime
= Customer dependent task
= Internal task
All tasks rounded to full week
Test Concepts
2 1
Concept Creation
2 1
Concept
PerceivedValue
Problem
Need
Solution
RealizedValue

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Efficient Islands Project Plan
8 wk 16 wk 24 wk 32 wkStart
Idea to MVP
< 9 months
(35 weeks)
Flow eff: 50%

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Organize to maximize flow efficiency
MVP Development
2 8
Interview
2 1
Survey
1 3
Funct. Prototype 1
2 1
Test Prototype 1
2 1
Funct. Prototype 2
2 1
Test Prototype 2
2 1
Legend
Task Name
2 wk 1 wk
Task TimeLeadTime
= Customer dependent task
= Internal task
All tasks rounded to full week
Test Concepts
2 1
Concept Creation
2 1
Concept
PerceivedValue
Problem
Need
Solution
RealizedValue

54. © 2017 280 Group LLC and Greg Cohen 58
8 wk 16 wk 24 wk 32 wkStart 8 wk 16 wk 24 wk 32 wkStart
Efficient flow - conservative scenario
Idea to MVP
5 months
(20 weeks)
Flow eff: 90%

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8 wk 16 wk 24 wk 32 wkStart 8 wk 16 wk 24 wk 32 wkStart
Efficient flow – aggressive scenario
Idea to MVP
4 months
(16 weeks)
Flow eff: 90%

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• Understand the
capabilities of your current
system
• Consider flow efficiency
especially time to go from
Idea to MVP
• Sequence work to remove
delays for the high priority
project
Summary

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• Private Lean Product Management Workshop
• Agile Excellence for Product Managers and
Product Owners (ACPMPO) Course
– Public
– Private
– Online
• ACPMPO Certification
Agile and Lean Product Management Offerings
DownloadLeanProductManagementBook: https://280group.com/lean-product-management-book-download/

58. © 2017 280 Group LLC and Greg Cohen 62
Download Greg Cohen’s Book!
DownloadLeanProductManagementBook: https://280group.com/lean-product-management-book-download/
Download your copy:
https://280group.com/lean-product-management-
book-download/

59. © 2017 280 Group LLC and Greg Cohen 63
Q & A Session
Ask questions. Our team is
standing by to help.
The webinar slides will be posted to our
website and Slideshare
http://www.Slideshare.net/aipmm
The webinar recording will be posted at
http://www.AIPMM.net
for members
Download the PM Challenges Survey Results: go.280group.com/challenges-aipmm

60. © 2017 280 Group LLC and Greg Cohen 64
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