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.

B2C 317

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.

Books 151

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.

Product Management University Training: Everything You Need. Nothing You Don’t.

In a perfect world, there are a million things you should do. That’s not your world. Product Management University training makes you better at the things you will do. Schedule your personalized workshop and learn the market’s simplest Framework for managing, marketing and selling your products in your markets.

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?

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.

Forget About Problems! Focus on Customer Goals for Higher Value Products

When you focus on customer business goals, you’re guaranteed to uncover their biggest obstacles. Eliminate the obstacles and by default, your solutions have strategic value. Unique Product Management Training, only from Proficientz. Download the overview.

The Power of Customer Success Stories

Under10 Playbook

What is the profile of your ideal customer? Success stories about your ideal customers make great sales tools. Based on these most successful profiles, you may need to re-segment to focus your promotional and sales energies on these ideal personas.

Separate Quality Testing from Availability

Under10 Playbook

Quality testing identifies anomalies or defects that are not working as expected. Typically, quality testing—both alpha and beta phases—are the responsibility of the development team and/or quality assurance team.

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?

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.

Fire and Fury and Product Marketing

Under10 Playbook

The only thing worse than being talked about is not being talked about. Oscar Wilde. The book launch of Fire and Fury by Michael Wolff teaches much about today’s growth marketing and newsjacking.

Selling Data and Decisions to your Team

Speaker: Cait Porte, SVP Product and Customer Experience, Zmags

Gathering support for a product feature or enhancement is a critical skill for Product Managers. Talking to customers, working with key stakeholders in the business and convincing development that a feature is necessary can be a daunting task. Join Product Management expert Cait Porte as she covers how to sell your ideas internally by leveraging data to drive decision making.

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.

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

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?


Agile Metrics for Team and Product Progress

Speaker: Johanna Rothman, Management Consultant, Rothman Consulting Group

You’ve seen team metrics like velocity. Velocity is not an accurate measure of a team's progress towards "done." So what should you use instead? Join Johanna as she discusses the measures that are actually useful in understanding what your team does, where the work is, and how long the work really takes - and in addition, we’ll examine what it takes to explain the team’s progress to others in terms of the product backlog burnup chart, ways to talk about what’s done and not yet released, and how to show others working product.

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.

Persona-based pricing: Find the pain

Under10 Playbook

All wish to possess knowledge, but few, comparatively speaking, are willing to pay the price.—Juvenal, —Juvenal, Roman poet. There are a number of tech support organizations for consumers but the one I hear about the most is Geek Squad® They’ve got the product right.

Create an Opportunity Definition

Under10 Playbook

The biggest waste of all in product development is building something that absolutely no one wants. Eric Ries, author, Lean Startup. One of the key ideas of Lean manufacturing is to avoid waste. Spending more than a day completing a business document for an idea that won’t go forward is waste.

The negative impact of change

Under10 Playbook

All change has a negative impact in the short-term. Steve Johnson. Product leaders should always be learning. Learning about market problems, customers and prospects, sales and promotion challenges, and new methods. You’ve brought in agile methods to reduce your time to market.

Connecting Analytics to Strategy - Keeping Your Corporate Objective In Sight

Speaker: Tom Evans, Senior Principal Consultant and Trainer, 280 Group

Data analytics has transformed the way many product managers approach product enhancements, creating strong demand for product managers with skills and expertise in defining and analyzing product metrics to make more valuable product decisions. But there is one essential element that is often left out of the conversation, and that is strategy. How does my product decisions support the overall strategy of the business, and am I tracking the right metrics based upon that strategy?

Prioritizing for Strategic Alignment

Under10 Playbook

One of the questions we tackle in roadmapping is how an idea aligns with the organization’s strategy and vision—before it hits the roadmap. The Ansoff Matrix is a great tool for determining strategic fit for new product and feature ideas.

Is Your Positioning Competitive?

Under10 Playbook

Positioning describes what your product does—while also describing how it is different than anything else on the market. To be effective, product leaders must profile each competitive offering for company and product positioning.

Never make left turns

Under10 Playbook

In the field of observation, chance favors only the prepared mind.—Louis —Louis Pasteur, French chemist and microbiologist. Did you know UPS trucks almost never make left-hand turns?

Market Definition and Sizing

Under10 Playbook

Get your facts first, and then you can distort them as much as you please. Mark Twain, American author and humorist. Sizing a market opportunity has always been problematic.

Mixing Qualitative & Quantitative Data with Storyboarding

Speaker: Tristan Kromer, Lean Agile Coach, Kromatic

Qualitative vs. Quantitative is a silly argument. Qualitative data from UXers should not compete against the quantitative data product owners need for their business model. Both are necessary to have a complete understanding of where the desirability of the product meets the viability of the business.

Let’s stop calling it software engineering

Under10 Playbook

Much of the language of software creation is based on the manufacturing metaphor. We “plan” software. We “engineer” software. We “assemble” software. The implication is that creating software is rote work that can be done by factory workers on an assembly line.

Performing Objective Prioritization

Under10 Playbook

Much of product management is prioritization. Which product to build; which feature to develop; which critical launch items to deliver. A prioritized list is critical—ideally sorted by some form of business value. Using an objective algorithm is the best approach.

What is (and isn’t) product management?

Under10 Playbook

In a well-run organization, each role has a single orientation; they either support [individual] customers or they support the market. —Peter Drucker, American management consultant, educator, and author. It seems most organizations are unclear on roles and responsibilities.

Teams Don’t Form Instantly

Under10 Playbook

Great things in business are not done by one person, they are done by a team of people. Steve Jobs, co-founder of Apple. One of the key ceremonies in bringing new products to market is the product team briefing.

Creating the "Right" Product Roadmap With Data

Speaker: Sunil Parekh, Head of Product Management, SimplyInsured

Data can be qualitative or quantitative, and comes from multiple sources: customer interviews, product usage & funnel analytics, company financial performance, and internal stakeholders. How do you use that data to create a product roadmap that is aligned with your organization’s business needs?

Behavior Drives Pricing Drives Behavior

Under10 Playbook

To create value for your business, you need to create value for your customer. Alex Osterwalder, author, Value Proposition Design. Many product teams approach pricing from a cost standpoint. They ask, How much can we charge to cover the costs of development, marketing, sales, and delivery?

User Personas in Product Management

Under10 Playbook

User Personas can help product people really define who they're building their product for. Instead of thinking of your customer as a demographic, a user persona helps you visualize and define an actual *person*.

When to contact clients

Under10 Playbook

You’ve heard again and again that you should listen to customers. You will learn entirely different things depending on when you contact them. Consider the client’s confidence in your solution over time and align your interviews with their phases from buying to production.

Leveraging Domain Expertise

Under10 Playbook

In the end, the details of a matter are important. The right and wrong of one's way of doing things are found in trivial matters. Yamamoto Tsunetomo, samurai of the Saga Domain in Hizen Province.

Understanding Users at Scale with Product Analytics

Speaker: Sandhya Hegde, Director of Product, Amplitude

A deep understanding of how users interact with your product is critical for PMs at every stage of their product's lifecycle. Whether you are building new features, trying to improve customer experience or battling poor retention - user behavior forms the foundation of your product strategy.