Product Management is becoming more and more of a recognized critical function and area of core competence in companies. A recent CBS news story and report showed that Product Management is now the fourth most important job in corporate America, with only CEOs, Executive Management and General Managers higher on the list. Brian Lawley shares his insights on Product Management Leadership, the importance of Product Management, as well as some tips on making the Product Management function more effective in your organization. Brian Lawley is the CEO and Founder of the 280 Group. He is the author five best-selling books, The Phenomenal Product Manager, Expert Product Management, 42 Rules of Product Management, 42 Rules of Product Marketing and Optimal Product Process and is the former President of the Silicon Valley Product Management Association. He was awarded the Association of International Product Marketing Management award for Thought Leadership in Product Management, and has been featured on World Business Review, the Silicon Valley Business Report. About The AIPMM The Association of International Product Marketing and Management (AIPMM), founded in 1998, promotes worldwide excellence in product management education and provides training, education, certification and professional networking opportunities. With members in 65 countries, the AIPMM is the Worldwide Certifying Body of product team professionals and offers globalized trainings and credentials localized for specific markets designed to meet the challenges of a constantly changing business landscape. As the only professional organization that addresses the entire product lifecycle from inception to obsolescence in any industry, the AIPMM supports strategic partners with offerings in Europe, the Middle East, Australia, and SouthEast Asia, as well as North America. AIPMM Membership benefits include the national Product Management Educational Conference, regional conferences, the Career Center, peer Forums, tools, templates, publications and eligibility to enroll in the Certification Programs. The Agile Certified Product Manager® (ACPM), Certified Product Manager® (CPM), Certified Product Marketing Manager® (CPMM), Certified Brand Manager® (CBM), and Certified Innovation Leader (CIL) programs allow individual members to demonstrate their level of expertise and provide corporate members an assurance that their product professionals are operating at peak performance. http://www.AIPMM.com Subscribe: http://www.aipmm.com/subscribe LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join.php Certification: http://aipmm.com/html/certification Webinar Series: http://aipmm.com/aipmm_webinars/ Articles: http://www.aipmm.com/html/newsletter/article.php Moderated by Cindy F. Solomon, CPM, CPMM Founder, Global Product Management Talk @ProdMgmttalk

1. AIPMM Webinar Series
http://www.aipmm.com
© AIPMM 2013

2. © AIPMM 2013 http://www.aipmm.com

3. Founded 1998
Largest Product Management professional group
Provides professional development and certification
• Certified Product Manager
• Certified Product Marketing Manager
• Agile Certified Product Manager
• Certified Innovation Leader
© AIPMM 2013

4. Today’s Speakers
Moderator:
Cindy F. Solomon, CPM, CPMM
Founder, Global Product Management Talk & Startup Product
http://www.BlogTalkRadio.com/ProdMgmtTalk and http://startupproduct.com
Twitter: @ProdMgmtTalk @startupproduct @cindyfsolomon
Presenter:
Brian Lawley
CEO and Founder 280Group
© AIPMM 2013 @AIPMM #prodmgmt http://www.aipmm.com

5. Stay on To Win!
•Keep your Chat box open!
•Post your Questions in the Questions box during the session for
Brian to answer during the Q&A at the end!
Participants who ask questions will be entered into the drawing
to win valuable resources from 280Group!
All Winners will be announced at the end of the session!
© AIPMM 2013 @AIPMM #prodmgmt http://www.aipmm.com

6. FEATURED PRESENTATION
© AIPMM 2013 http://www.aipmm.com

7. Optimal Product Management and Product MarketingTM
Brian Lawley
280 Group CEO & Founder
Product Management Leadership
© 2012-2013 280 Group www.280group.com

8. Housekeeping
• Questions
• Downloads:
– Slides: http://tinyurl.com/pmleadership
– Optimal Product Process book: http://tinyurl.com/freeoppbook
– Product Management Manifesto: http://tinyurlcom/pmmanifesto
• Giveaways at end
– Product Management LifeCycle Toolkit™
– One copy of each book
© AIPMM 2013
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9. Optimal Product Process Book!
- Everyone Gets a Copy
- Please share!
- http://tinyurl.com/freeoppbook
- Seven Phase Product LifeCycle
- CPM materials
© AIPMM 2013
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10. 280 Group Website Resources
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11. Agenda
Background
• Product Management Profession
• Leadership Defined
• Styles of Leadership
• Leadership as a Product Manager
• How to Become a Great Leader
• Questions & Giveaway

12. ™
Helping companies deliver products that delight their
customers and produce massive profits™
Assessment – Training – Certification – Consulting – Contractors – Templates – Mentoring – Books
© AIPMM 2013

13. Why The 280 Group?
© AIPMM 2013
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14. 280 Group Clients
© AIPMM 2013

15. Product
Product & Services
Training Consulting
Toolkits Workshops,
Management PM Office Coaching &
Certification Contractors
Assessments Portal Mentoring
PM Assessments Courses: We Provide: Templates: Available for:
• Process/People/Tools - Public • Product Managers - Product Lifecycle •Teams
• Gap Analysis - Private Onsite • Product Marketers - Launches •Projects
• Recommendations - Self-Study • Projects - Roadmaps •Individuals
• Executive Presentation • Interim Contractors - Competitive
Certifications: - Beta Programs Topics:
- Certified Product Manager - Product Reviews • PM Process
- Agile Certified Product Manager - Developer • Market Research
• Competitive Research
Course Offerings: PM Office: • Voice of the Customer
• Vision
- Optimal PM & PMM - Standard
• Conceive
- Phenomenal PM - Pro • Business Case
- Agile PM Excellence • Market Strategy
- CPM Intensive Books: • Requirements
- Social Media Marketing - Agile • Prioritizing
- Phenomenal • Road mapping
- Excellent • Pricing
- 42 Rules • Forecasting
- Optimal Product •
•
Metrics
Beta
1
Process
•
PM Portal
•
Marketing
End of Life 5
© AIPMM 2013 • Agile

16. Agenda
• Background
Product Management Profession
• Leadership Defined
• Styles of Leadership
• Leadership as a Product Manager
• How to Become a Great Leader
• Questions & Giveaway

17. The Rise of PM Importance
• Companies realizing critical
• Profession moving forward rapidly
• CBS News: #4 most important job in
corporations
• Money magazine ranks PM in top 50 jobs
© AIPMM 2013
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18. Unique Position
• Central point of Sales
communication Press/Analysts Customers
• Drive the vision & Marketing Support
strategy
• Whole product Engineering
PM Channel
• Roadmap/requirements
Partners Operations
• Lead all groups Executives
© AIPMM 2013
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19. Agenda
• Background
• Product Management Profession
Leadership Defined
• Styles of Leadership
• Leadership as a Product Manager
• How to Become a Great Leader
• Questions & Giveaway

20. Leadership Defined
“a process of social influence in which one
person can enlist the aid and support of others in
the accomplishment of a common task"
© AIPMM 2013

21. Leadership Defined
"management is doing things right;
leadership is doing the right things."
Peter Drucker
© AIPMM 2013

22. Leadership Defined
“a person who guides or directs a group”
Source: Dictionary.com
© AIPMM 2013

23. Agenda
• Background
• Product Management Profession
• Leadership Defined
Styles of Leadership
• Leadership as a Product Manager
• How to Become a Great Leader
• Questions & Giveaway

24. Leadership Styles
© AIPMM 2013 The Blake and Mouton Managerial Grid, also known as the Leadership Grid (1985) 24

25. Leadership Styles
• Authoritarian
• Participative
• Delegative
Source – About.com: 1939 psychologist Kurt Lewin study
© AIPMM 2013
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26. Leadership Styles: Authoritarian
• Clear expectations (what, when)
• Decisions with little or no input
• Decisions less creative
• Optimal:
– Little time
– Leader much more knowledgeable
Source – About.com: 1939 psychologist Kurt Lewin study
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27. Leadership Styles: Participative
• Generally most effective
• Offer guidance to group
• Participate with group
• Allow input
• Retain final say
• More creativity
Source – About.com: 1939 psychologist Kurt Lewin study
© AIPMM 2013
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28. Leadership Styles: Delegative
• Little or no guidance
• Group members make decisions
• Good where group members highly-qualified
• Challenges:
– Poorly defined roles
– Motivation
Source – About.com: 1939 psychologist Kurt Lewin study
© AIPMM 2013
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29. Leadership Styles: Contextual
• Visionary: Articulate where a group is going, but not how it will get there
– setting people free to innovate, experiment, take calculated risks
• Coaching: For developing individuals – how to improve performance and
focus on goals
• Affiliative: Team work and creating harmony by connecting people.
• Democratic: Draws on people’s knowledge and skills, and creates a
group commitment to the resulting goals.
• Pacesetting: Leader sets high standards for performance. He or she is
“obsessive about doing things better and faster, and asks the same of
everyone.”
• Commanding: “Military” style leadership – probably the most often
used, but the least often effective.
Sources: “Primal Leadership,” Daniel Goleman and “The Wall Street Journal Guide
© AIPMM 2013 to Management” by Alan Murray, published by Harper Business.
29

30. Leadership Techniques
• Positive Motivation (carrot)
• Negative Motivation (stick)
• More subtle approaches
– Play to egos
– They invented the idea
– Data speaks for itself
© AIPMM 2013
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31. Agenda
• Background
• Product Management Profession
• Leadership Defined
• Styles of Leadership
Product Management Leadership Challenges
• How to Become a Great Leader
• Questions & Giveaway

32. PM Leadership challenges
• All the responsibility, no formal authority*
• Lack of PM role understanding
• No management support
• Not established market/customer authority
• Lack of technical chops
• Ability to say NO!
• Not bold enough
• Lack of training
* http://tinyurl.com/pmmanifesto
© AIPMM 2013

33. PM Leadership Challenges: Product
Janitor
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34. Repeatability Leading PM Teams
Optimizing
•Causal analysis and
Measured resolution
•Identify and deploy
•Performance goals process improvements
Defined measured for process
and projects
•Organizational process
Managed defined
•Product integration
•Project process •Integrated project
Ad hoc defined management
•Requirements •Validation/verification
•Unpredictable management
•Reactive •Quality assurance
•Heroics •Still tends to be
reactive
Efficiency
© AIPMM 2013
Source: Carnegie Mellon SEI CMMI 34

35. Challenges of Leading PM Function
• Even more responsibility, little more authority
• Strong personalities
• Role confusion
• Broken Processes
• Inherited teams
• No standardized tools
• Management support
© AIPMM 2013
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36. Agenda
• Background
• Product Management Profession
• Leadership Defined
• Styles of Leadership
• Leadership as a Product Manager
How to Become a Great Leader
• Questions & Giveaway

37. Becoming a Great PM Leader
• Speak, write & act with authority
• Be bold
• Adapt to appropriate leadership style
• Establish yourself as THE expert
– Market
– Customers
– Competition
– Business
• Most important PM word: NO
• Don’t be a product janitor
© AIPMM 2013
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38. Get Great at Leading PM Teams
• Choose style based on context
• Understand team motivations
• Communicate PM role
• Assume authority
• Make your team experts
– Training/Certifications
– Great tools
– Books/seminars
• Take company to next level: process efficiency
© AIPMM 2013
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39. Suggested Resources
Courses:
– 280 Group: Product Management Leadership
– http://www.dalecarnegie.com
• How Smart Leaders Create Engaged Employees
• Leadership training for Managers
• Books:
– Start with Why: How Great Leaders Inspire Everyone to
Action by Simon Sinek
– Leadership Secrets of Attila the Hun by Wess Roberts
– Unusually Excellent: The Necessary Nine Skills Required for
the Practice of Great Leadership by John Hamm
© AIPMM 2013
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40. Agenda
• Background
• Product Management Profession
• Leadership Defined
• Styles of Leadership
• Leadership as a Product Manager
• How to Become a Great Leader
Questions & Giveaway

41. How the 280 Group Can Help
• Assessments
• Plan for implementing improvements:
– Process
– People
– Tools
• Training & certifications
• Corresponding templates & tools
• Coaching/mentoring company/team/individuals
© AIPMM 2013
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42. Upcoming Courses
• San Jose, CA
• Austin, TX
• McLean VA
• New York, NY
• Courses:
– Optimal Product Management & Product Marketing
– How to be a Phenomenal Product Manager
– Agile Product Management Excellence & Certification Exam
– Certified Product Manager Intensive Prep & Exam
– Certified Product Marketing Manager Intensive Prep & Exam
© AIPMM 2013
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43. Drawing
• One copy of each book
• Product Management LifeCycle Toolkit™
• Downloads:
• Slides: http://tinyurl.com/pmleadership
• Optimal Product Process book: http://tinyurl.com/freeoppbook
• Product Management Manifesto:
http://tinyurlcom/pmmanifesto
contact@280group.com
(408) 834-7518
© AIPMM 2013
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44. Optimal Product Management and Product MarketingTM
Thank You For Participating!
contact@280group.com
(408) 834-7518
© 2012-2013 280 Group www.280group.com

45. Please Join Us Again!
AIPMM Webinar Series: Friday March 8
DISRUPTING ENTERPRISE SOFTWARE AND CORPORATE IT IN SIX STEPS
http://aipmm.com/aipmm_webinars/
Global Product Management Talk: Monday March 4
Alex Cowan, CTO, Leonid Systems And Author, 'Starting a Tech Business'
http://www.blogtalkradio.com/prodmgmttalk
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© AIPMM 2013