Product Vision as a Tool�in everyday Agile work �

Introduction �!  Who am I?�

!  What is my Vision?�

!  PO/PMs are overwhelmed with details�

!  Need = strategic AND practical�

!  Make vision a widespread iterative tool�

!  Lots of Examples...one constraint �

Overview �!  Developing a product vision �

!  Communicating your ideas and plans�

!  Using vision everyday�

!  When vision meets reality�

Markets are Conversations�

So what do you have to

say?

Developing a Product Vision �

!   A vision should be an opinion.�

!   Should be expressible on an elevator ride�

!   If it is unique it separates you from the pack �

!   Examples: �

!   You should control your online “Presence”.�!   Portability is the key to harness changing

technology - Oracle/Java/ParcPlace�

How do you see the world?�

Who else sees things the way I do?

! Worldview : What do you believe?�

!   What does the future look like?�

!   Given your worldview, what is needed and most important?�

!  “Leading Provider...”

!  “Increase ROI”

!  “Be a market leader”

!  “To be recognized”

= “I want to win”

= “... more money”

= “... be successful”

= “...be important”

Typical Visions

Thinking Different �!  Not enough to have an opinion, it needs to

stand out. �

!  Sometimes be a contrarian! �

!  What makes you capable/interesting?�

!  Partners rather than competitors?�

Cluetrain �

!  Companies attempting to position themselves should take a position. �

!  Optimally it should relate to something the market actually cares about.�

!  Bombastic boasts do not = a position �

What are you doing � about what you believe?�!  Building a product that is needed�!  Your Worldview builds the case�

!   prioritize vs ignore vs outsource�!  Scholastic - What is changing about the

world of children’s learning?�!  How can we uniquely contribute?�

!  Parent AND Teacher relationships�

Another Example�

!  Envisions a world with people having many devices�

!  Solution: Seamless and effortless syncing and backup across devices�

- Simple Sync

Communicating �!   Who and How �

!   You need several kinds of people: customers, supporters, investors, partners�

!   Internet is great but it still takes looking to find YOUR people�

!   Drawing your Worldview �

!   Statements, Papers, Talks, Screencasts, Demos�

!   Thought leaders, Communities, Reviews�

Vision Examples�! DataHero Brings Analytics to Everyone�

!   Organize the world’s information and make it universally accessible and useful. - ??�

!   Our values reflect those of a business started by a band of climbers and surfers, and the minimalist style they promoted. The approach we take towards product design demonstrates a bias for simplicity and utility. - ??�

!   A place where incredibly talented individuals are empowered to put their best work into the hands of millions of people, with very little in their way. - ??�

Vision as a Tool�!  Motivation - Eyes on the prize�!  Prioritization and evaluation �!  Integration and Testing �!  DevOps & Continuous Deployment �!   Baby steps into the future�

Motivation �!  Vision needs to be reinforced! �

!  Every planning meeting �

!  Start with big picture -> current sprint �

!  Other reminders - flags, posters, talks�

Prioritization �!   If this process is mysterious you have a problem

<- smell�

!   Test each story - perhaps do a rating �!   Does it support your Worldview? - upgrade�

!   Is it beside YOUR points - downgrade�

!   Be creative about focusing on your vision! �!   Minimizing effort on everything else�

Scientific Method for Development �

!  Customer Development �

!  Validated Learning �

Integration and Test �!   Q: Do your tests PROVE your vision?�

!   Example: “The future of education is a custom learning plan for every child.”�

!   Tests (focus of testing your core assumptions) �

!   Practical for one teacher to create 20-30 plans? �

!   Assign and track?�

!   Schools managing hundreds of plans?�

!   Parent communication? Support?�

DevOps, Continuous Deployment �

!   Presents its own vision of software development without complex and risky releases�

!   Small incremental features delivered as they are built - always integrating and testing �

!   Build your vision in small steps rather than all at once�

!   This is win since your vision is likely to evolve �

!   Up front investment is often wasted�

When Vision meets Reality�

Market Reactions�!   Your own Sales force - help them tell the tale�

!   Customers, Partners, Upper Mgmt �

!   Press, Analysts�

!   They want a “story”, give them yours�

!  Wild-eyed supporters and trolls�

!   Productive use of feedback �

Dealing with “Events”�!   You won’t always be the freshest idea out there�

!   Others will always make claims that they have it all “figured out” �

!   Easy to panic...�!   Go back to your Worldview �

!   Are your assumptions still valid?�

!   Do other products fit or conflict?�

!   Do you still believe in your story?�

!   Ok to change and evolve.�

In Summation...�

But have something to say...

Thanks! �

BTW Valtech is just starting to work in Hawaii...��

kelly.looney@valtech.com�