Under10 Playbook

The Worst that Could Happen

Under10 Playbook

Do you plan for the worst? Do you list out the worst things that could happen during your release and come up with ways to mitigate the risks? Do you have contingency plans if something does go wrong?

Managing an Existing Product: Day 1

Under10 Playbook

An important skill for a product manager is the ability to parachute into an existing product and land on your feet. When parachuting into an existing product you have to immerse yourself in your new company and learn as much as you can as quickly as you can.

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The "Need To Know" Rule

Under10 Playbook

The ATM asked for my mobile number recently. The bank already has my phone number and email. My dentist wants my mobile number. Probably so they can call me if I’m late for an appointment. Okay, kinda makes sense.

Mow the Lawn: A Product Story

Under10 Playbook

We always have more work than can be done. We need a way to organize the work so we know what's pending, active, and complete. Most families have some form of “Honey-do” jar. Things for “honey” to do when time allows.

Why “Build or Buy?” Is the Wrong Question for Analytics

Every time an application team gets caught up in the “build vs buy” debate, it stalls projects and delays time to revenue. There is a third option. Partnering with an analytics development platform gives you the freedom to customize a solution without the risks and long-term costs of building your own. Learn when and why it makes sense to build, buy, or take a combined approach to embedded BI.

How to Break into Product Management

Under10 Playbook

At many of the meetups I attend around New York City, I meet aspiring product people, people in other functions that want to break into product management. I get asked how to become a product manager all the time. Product management is an important role and many people want to transition to it.

Be Expert On Market Problems

Under10 Playbook

In product management, our primary job is to be expert on market problems. That means we must spend time with customers and non-customers so we are in a position to notice problems. If we can find problems and solve them at a profit, we’ll succeed. Problems exist. We just have to find them.

Book review: The Secret Product Manager Handbook

Under10 Playbook

Long time followers of my writing know the fundamental mantra of product management: “Products Solve Problems for Personas.”

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Maybe We Should Be Problem Managers

Under10 Playbook

One of the great things about product management is touching every part of the company. We work with sales and marketing, development and support, professional services and finance.

Build vs. Buy: Implementing the Right Experimentation Solution

Choosing Whether to Build or Buy. To build and deliver products that customers love, product teams at leading enterprises such as Uber, Netflix and Airbnb are focusing on experimentation as a critical business process. These teams are empowered to A/B test each new feature and gain valuable insights before rolling it out widely. After seeing what these companies accomplish with experimentation, you may be considering whether to build your own testing framework, integrate an open source solution, or invest in a commercial experimentation platform like Optimizely Full Stack. Download this whitepaper to discover: The key questions product teams must ask before choosing to build or buy. The most common requirements that enterprise teams have for experimentation. How to avoid key mistakes and plan for success when building an internal system.

Exploring When To Partner

Under10 Playbook

Most tech organizations build most or all of the technology needed for their products. But should you? Always consider buying or partnering before embarking on a new development project—whether a big feature or a new product. There are merits to building internally.

Book review: This Might Get Me Fired

Under10 Playbook

Are you an intrapreneur? While many product managers are involved primarily with developing and delivering someone else’s idea to market, some are actually driving strategy for a new product.

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Product Leader or Product Support

Under10 Playbook

What is a product manager? Is it a product leadership role or is it product support for other departments? Titles are a mess. What one company calls a product manager, another calls a product marketing manager. Are you a product manager, product owner, or product marketing?

Making Your Product Launch Move Quickly

Under10 Playbook

Every company is pulled in opposite directions. On one hand, there’s often powerful organizational inertia. On the other hand, there’s the speed of the disruption economy.

Well played, Netflix!

Under10 Playbook

An excellent example of Newsjacking from Netflix. Sanofi, which makes Ambien, weighed in with this: Newsjacking is the technique of leveraging a real-time situation to make a relevant product claim. And, in this case, it's funny too

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New Study: 2018 State of Embedded Analytics Report

Why do some embedded analytics projects succeed while others fail? We surveyed 500+ application teams embedding analytics to find out which analytics features actually move the needle. Read the 6th annual State of Embedded Analytics Report to discover new best practices.

Evaluating Product Refinements

Under10 Playbook

Most product teams have adopted the practice of periodic retrospectives. These leverage the experience of your team to identify areas for improvement of our product and processes. When considering enhancement requests, think product refinement, not just enhancement.

Three Roles of Product Marketing

Under10 Playbook

Over the years I’ve seen product management teams focused increasingly on the technical aspects of the product, serving more as development managers than product managers, and neglecting business strategy and go-to-market responsibilities.

How to Work with Developers

Under10 Playbook

Great things are done by a series of small things brought together. Vincent Van Gogh, Post-Impressionist painter. A2A: How does a product manager work with product development?

3 Titles; 3 Horizons

Under10 Playbook

The Three Horizons model—developed in “The Alchemy of Growth,” by Mehrdad Baghai, Stephen Coley, and David White of McKinsey & Company—is one of the many useful frameworks used in our strategy workshops for product managers.

Getting Started with Product Experimentation

How Product Development Teams Reduce Guesswork and Innovate Faster. Product development teams are embracing iterative release processes such as agile and continuous delivery to mitigate risk and adapt to evolving customer requirements. This trend is enabling teams to be more productive and increase product quality. But how do you know if you are building the right product or feature? Experimentation can help your team prove whether you are building the right product and eliminate uncertainty and guesswork from your software development process. Download this whitepaper to learn: How experimentation fits in with the agile development process. Best practices for integrating experimentation into your release process. Key considerations when buying an experimentation solution. Ways to optimize performance and ensure security and compliance.

Book Review: The Startup Playbook

Under10 Playbook

Book Review: The Startup Playbook: Founder-to-Founder Advice From Two Startup Veterans by Rajat Bhargava and Will Herman. I was sent a complimentary copy of The Startup Playbook to read and review. It’s a good introduction to product thinking for both founders and product managers.

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Purple Squirrels and Your Product Team

Under10 Playbook

Many product management job postings are impossible to fill. The idea is to find someone with many years of experience in product management… with a similar product… built on similar technology… in a similar domain… serving a similar market.

The best roadmap isn't a big effort

Under10 Playbook

The roadmap has become one of the most commonly requested—yet frequently misunderstood—documents in the product manager’s arsenal. However, for many product managers, the roadmap is an annoyance that must be changed constantly. The best roadmap is a report, not an effort.

Don't Waste Your Survey

Under10 Playbook

I'm a satisfied customer of WellsFargo. Never had any problems. Got this survey card recently asking how they can best serve me in the future. I have a couple of issues: Don't they know what services I use? How does knowing these answers help them understand how to better serve me?

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How to Package and Price Embedded Analytics

Just by embedding analytics, application owners can charge 24% more for their product. How much value could you add? This framework explains how application enhancements can extend your product offerings.

Remember with a Product Journal

Under10 Playbook

We often seem to live in the moment. A phone call, an email, a meeting. And whoosh! the day is gone. A product journal reminds you what you’ve done and what you’ve planned. In 1971, we were one of the last families in our neighborhood to buy a color television.

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Prioritizing product ideas in a portfolio

Under10 Playbook

“People think focus means saying yes to the thing you've got to focus on. But that's not what it means at all. It means saying no to a hundred other good ideas.” ” Steve Jobs, co-founder of Apple. How do you determine which product fits best with your other products?

A2A: What are the best product metrics?

Under10 Playbook

My favorite set of metrics help instrument the movement from "interested to buyer"? “Pirate Metrics” from Doug McClure. Acquisition: Do customers find you? Activation: Do they sign up? Retention: Do they come back? Revenue: Do they pay you? Referral: Do they tell their friends?

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Recommended reading: The Phoenix Project

Under10 Playbook

The Phoenix Project is a novel that seems too true—featuring too-familiar dysfunctions between marketing, development, and operations. With a revision in 2018, it’s as true today as when it was originally published in 2013.

The State of Product Leadership

Insights from 300 Technology Product Management Executives and Managers.

Creating Effective Channel Training

Under10 Playbook

Give a man a fish, and you feed him for a day. Teach a man to fish, and you feed him for a lifetime. —author unknown. For effective channel training, product managers and marketers need to re-think what sales people and channel partners require to be successful.

Bring Me A Rock

Under10 Playbook

Communication is a key skill for people managers and product managers. And it’s something we could all do better. Many requests seem to be “bring me a rock.” ” And then, “But not that one.”

Revisiting ASPIRE for Competencies

Under10 Playbook

I know he can get the job, but can he do the job? Dan Hedaya as "Mr. Watori”, Joe Versus the Volcano. “I know he can do the job but can he get the job?” ” Steve Johnson, Founder, Under10 Playbook. One of the keys in positioning is creating a unique space in the mind of buyers.

Cut Your Time to Productivity in Half with Better On-Boarding

Under10 Playbook

But when I arrive at HubSpot’s reception desk, something weird happens: Nobody is expecting me ;Dan Lyons, Disrupted: My Misadventure in the Start-Up Bubble. Do you want your team to be productive quickly? Fix your on-boarding process and you’ll achieve productivity in record time.

Drive Quality and Velocity with Feature Flags

Drive Quality and Velocity with Feature Flags. Launching a new feature is a risky proposition. Even the most well designed and researched features can have unforeseen consequences for your application performance and business metrics. Rolling back a poor performing feature can be time consuming and costly. However, it doesn’t have to be. Implement feature management and experimentation in your development lifecycle to reduce risk and prove impact when launching features. Download this whitepaper to learn: How to ship products faster with higher quality. The best way to launch features with less risk and more control. How to prove the impact of every feature release with experimentation.

Using The Five Queues

Under10 Playbook

One of the most powerful concepts in the Under10 Playbook software is "The Five Queues." This article by Steve Johnson was featured in Pragmatic Marketing's Summer 2017 issue of The Pragmatic Marketer. Learn more about how to use the five queue technique with your product and technical teams

David Daniels on Product Marketing

Under10 Playbook

My friend David Daniels is one of the top minds in product marketing. He and I have had many a long talk on process and roles and the lines between product management and product marketing.

DEBATE: Prioritization Approaches

Under10 Playbook

Listen in on a humorous debate between Steve Johnson of Under10 and Rich Mironov , Silicon Valley's expert on product management and author of Product Bytes. The topic: Prioritization - should you use an Algorithmic approach or Consensus?

The Customer Isn't Always Right

Under10 Playbook

Do you ever get unreasonable requests from customers—or their sales reps? You’re not alone. Is there such a thing as a bad customer? Yes, sometimes. We all get requests from customers—some reasonable and some otherwise.

The Data-driven Product Manager's Handbook

Using insight and guidance to deliver exceptional product experiences.