Product Marketing / Managers are pressed to make quality decisions to satisfy an increasing number of people, at a pace that is hard to keep up, in contexts where the stakes only grow.
In this interactive presentation, we will apply 5 best practices to improve decision-making in the context of Product Management to help you hone your ability to build better products, gain new levels of user insights, create value faster, become a better leader, and ultimately accelerate your career.
In this session you'll learn:
- The lessons can PMs learn from successful merge and acquisitions (M&A)
- The key human cognitive biases used to elevate product design / experience
- How to improve dialogue with cross-functional teams
- Vital few questions to ask yourself / your teams to avoid getting in your own way
- How Product Managers at Google, slack, Twitter, Apple and IDEO design to optimize user delight
2. Why decisions matter today
more than ever?
• Pervasive
• Increased access to information
• Variety of options
• More stakeholders
• Pressure to decide faster
• Limited ability to make decisions on a daily basis
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3. We make a variety of decisions
through life
Lifecycle
– Education
– Transportation
– Health
– Housing
Professional
– Career
– Employment
Financial
– Savings
– 401K
Lifestyle
– Family
– Romantic
Routine
– Do / don’t; go / no go
– Priorities
Civic
– Elections
– Jury Duty
– Military
24
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4. What is a great decision?
• Achieve goals
• Aligned with beliefs, values
• Address (implicit, explicit) expectations from everyone
involved
… in various degrees. Hopefully as close to expectations as
possible.
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5. Benefits of an intentional
approach to decisions
• Build value into products, faster
• Increase your ability to influence others
• Reduce stress
• Advance your career
• Ultimately, reclaim life
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6. there’s more to this journey than
just avoiding bad behaviors
poor decisions
great decisions
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7. 5 tips for Optimal Product
Decisions
W
R
A
P
P
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8. 5 tips for Optimal Product
Decisions
Widen your options
Reality-test your assumptions
Attain emotional distance
Prepare for success (or failure)
Pursue a process
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9. 5 tips for Optimal Product
Decisions
options validate implicationschallenge sustainability
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10. Widen your options
• Focus on creating alternatives
• Avoid a narrow frame
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11. Widen your options
Avoid a narrow frame
FROM: Should I do < A >: yes or no?
Should I do < A > or < B >?
• are you solving the right problem?
• limited to 1 course of action
TO: What If I do < A > and < B >?
• creates options
• enables multi-tracking: multiple courses of action
ALTERNATIVE: What’s the best way to achieve <
goal >?
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12. Reality-test your assumptions
• Develop early warning systems
• Validated learning in MVPs
• Prototype early
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13. Vote: choose to hear a story
from the career of
Bob Dylan David Bowie Van Halen
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14. Van Halen’s contract in the 70s
demanded a bowl with no brown M&Ms
available backstage.
Penalty was forfeiture of the contract.
This ingenious early warning system
checked if venue would meet band’s
sound & safety requirements.
Reality-test your assumptions
Early warning systems
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15. Reality-test your assumptions
Quantitative Feature Prioritization
Weighted average covering:
– Customer Impact
– Business Impact
– Cost, Ease and Timeline of implementation
– Competitive Impact
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16. Reality-test your assumptions
Qualitative Feature Prioritization
Kano Model Effect of Time: Decay of UX
3 categories:
- Dissatisfiers / Basic Needs Over time, delighters
- Satisfiers become satisfiers,
- Delighters which in turn become dissatisfiers
Satisfiers
Effect of Time
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17. Reality-test your assumptions
MVP concept
Minimum Viable Product (MVP) is the version of a product which
allows a team to collect the maximum amount of validated learning
about customers with the least effort.
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18. Reality-test your assumptions
Validating features in MVPs
• A/B Test (webpages)
• Usage reports
• Bug reports
• Collect feedback / suggestions natively in product
• User / Customer interviews
Surveys Web Analytics Customer
Feedback
In-person /
Lab
In-context
say do think feel
designer
tools
user
behavior
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19. Reality-test your assumptions
Prototype early
• Wireframes
• Mock-ups
• State diagrams
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20. Attain emotional distance
• Challenge your own biases
• Influence others
• Empathize with customer first
• Check the facts
• Understand competition
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21. Attain emotional distance
A word about the very nature of decisions
1. Decisions are primarily emotional processes
2. Illuminated by facts, experience, intuition,
knowledge
3. With the backdrop of circumstances
To improve your decision-making skills,
you need to learn to effectively
navigate each of these elements
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22. Attain emotional distance
"People seldom do what they
believe in.
They do what is convenient,
and then repent."
Bob Dylan
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23. Attain emotional distance
Challenge your own biases
Your Bob Dylan choice
Halo effect
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24. Attain emotional distance
Challenge your own biases Your David Bowie
choice
eCommerce and Retail
>>> Click HERE for more examples of Biases
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25. Attain emotional distance
Challenge your own biases
>>> Click HERE to download cheat sheet
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26. Information
overload
Lack of
meaning
Need to act
fast
What
should I
remember?
Attain emotional distance
Challenge your own biases
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27. Attain emotional distance
Challenge your own biases
•Information overload sucks, so we aggressively filter.
Noise becomes signal.
•Lack of meaning is confusing, so we fill in the gaps.
Signal becomes a story.
•Need to act fast lest we lose our chance, so we jump to
conclusions.
Stories become decisions.
•This isn’t getting easier, so we try to remember the important
bits.
Decisions inform our mental models of the world.
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28. Information
overload
Lack of
meaning
Need to act
fast
What
should I
remember?
Attain emotional distance
Challenge your own biases
Noise
Signal
Stories
Decisions
Worldviews
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29. Attain emotional distance
Challenge someone else’s biases
WHAT: solution
WHY: narrative
MOTIVATIONS: goals beliefs values priorities
Tip: Elicit the deeper levels, and use that
information for persuasion and influence
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30. Attain emotional distance
20+ #ProdMgmt biases and pet peeves
PM skills:
• We can predict the future
• We can impersonate our customers
• Our idea is the best idea, our way is the best
way, our design is the best design
Features:
• If we build it, they will come
• We really have to make this backwards
compatible
• Custom work can be easily productized
Customers and UX:
• The customer with the failed usability test is
not representative
• The customer who loves the new feature is
representative
• The customer will eagerly adopt the new
feature
• Usability doesn’t really matter in the enterprise
• It’s easy, we don’t need any
FAQs/documentation
• It’s obvious, we don’t need user testing
Process and Resources:
• Our roadmaps will remain accurate for more
than a month
• No news from < cross-functional team > is
good news
• Doubling the team size will double the output
• Product complexity scales linearly with number
of personas serviced
• Developers disproportionately lack empathy
• It is “all about execution”
Sales:
• Sales understands how to sell the new feature
• We understand how to sell the new feature
• Sales doesn’t know what the customer wants
Marketplace and Competition:
• We know who our competitors will be in one
year
Source: John Cutler
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>>> Click HERE for more #ProdMgmt biases
31. Attain emotional distance
In building products, consider these
1. Anthropomorphism
2. Negativity bias
3. Loss aversion
4. Reciprocity
5. Peak-end effect
6. Cognitive dissonance
7. Goal gradient effect
8. Social proof
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32. Attain emotional distance
In building products, consider these
Cognitive Bias Description Implementation
Anthropomorphism We like things to be
consistent and human
UX and Design Principles
Negativity bias Greater recall of negative
experiences
5:1 Positive to Negative
trade-offs
Loss aversion FOMO is 1.5-2.5x than gains Freebie lost after
expiration. 30-day trials.
Reciprocity People feel indebted for
small gifts
Useful functionality or
unexpected UX delight
Peak-end effect When forming memories,
bias pro-peak and end
Get the user to a-ha
moment ASAP
Cognitive dissonance Stress when belief and
action mismatch
Notify user when
preferences attained
Goal gradient effect The closer to the goal, the
more effort put in
Show progress to
milestone
Social proof When in doubt, follow the
crowd
Testimonials, reviews,
ratings, endorsements
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33. Attain emotional distance
Empathize First
Brené Brown - The Power of Empathy (2:53)
David Wallace – This is Water (9:22)
Sheena Iyengar: The art of choosing (24:08)
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34. Attain emotional distance
Buyer / User Personas
Optimal Product Decisions: Letting the Genie out of the Bottle @AndreAtDell 34
36. Attain emotional distance
Check the facts
Example: Performance Dashboards
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37. Prepare for success (or failure)
• Fallback positions
• Contingencies
• Entry and exit strategies
• Learning from failure
• User onboarding
The First 90 Days: Proven
Strategies for Getting Up to
Speed Faster and Smarter
by Michael D. Watkins
Optimal Product Decisions: Letting the Genie out of the Bottle @AndreAtDell 2
38. Pursue a process
The higher…
• the stakes
• the length of the decision
• the number of people involved
… the more you need a process to decide
Ask HOW to understand:
- criteria
- sequence of steps
- define responsibilities
-duration
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39. Pursue a process (cted.)
It doesn’t have to be like this…
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40. Pursue a process (cted.)
In general: the simpler, the better
TIP: For simple yet ingenuous solutions, establish:
1. triggers
2. rules of engagement
3. team operating agreement
Process ensures transparency and alignment with
everyone involved
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SAMPLE: Team Operating Agreement
results in a Product Team
41. Pursue a process - example
Sales qualification process
• Budget
• Authority
• Need
• Timeline
Marketing funnel
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42. Pursue a process - example
Product Management frameworks
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43. Pursue a process - example
Lean Startup framework
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44. Pursue a process - example
Design Principles
• Apple’s Human Interface Guidelines
• Google’s Material Design Guidelines
• IDEO’s Human-Centered Design
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45. Pursue a process – Venture Capitalist
“I have struggled with the sell decisions over the course of
my career. I have held on way too long and watched a
stock literally go all the way to zero without selling it
(ouch). And I have made the even worse decision of selling
too soon and watching a stock go up 3-5x from where I
sold it.
So where I have landed on selling (decisions) is to make it
formulaic and systematic. We also let the people know
that is our policy so they are not surprised by it. It takes
the emotion out of the decision and it works better for us.”
@FredWilson
Source: http://avc.com/2016/10/selling/
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46. Recap: our journey great
decisions, today
poor decisions
great decisions
Optimal Product Decisions: Letting the Genie out of the Bottle @AndreAtDell 2
47. Recap: 5 tips for Optimal
Product Decisions
Widen your options
Reality-test your assumptions
Attain emotional distance
Prepare for success (or failure)
Pursue a process
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48. Recap: 5 tips for Optimal Product Decisions
Widen your options
• Focus on creating alternatives
• Avoid a narrow frame
Reality-test your assumptions
• Develop early warning systems
• Validated learning in MVPs
• Prototype early
Attain emotional distance
• Challenge your own biases
• Influence others
• Empathize with customer first
• Check the facts
• Understand competition
Prepare for success (or failure)
• Fallback positions
• Contingencies
• Entry and exit strategies
• Learning from failure
Pursue a process
+ BONUS
Optimal Product Decisions: Letting the Genie out of the Bottle @AndreAtDell 48
49. 5 tips for Optimal Product
Decisions
options validate implicationschallenge sustainability
Optimal Product Decisions: Letting the Genie out of the Bottle @AndreAtDell 49
50. Thank You
Andre Piazza @AndreAtDell
http://linkd.in/andrepiazza
@AndreAtDell
Linkedin.com/in/AndrePiazza
"The energy of a Sales maker, the brains of an Engineer"
Andre Piazza
Slideshare.net/Apiazza
53. BONUS
Convenience: enemy of greatness, friend of mediocrity
CONVENIENCE has multiple aspects:
1. ignorance
2. (bad) habit
3. immediate availability
3. need of consensus
4. forcing compromise
5. comfort
6. passivity
TIPS:
• challenge yourself
• embrace creative tension
• seek out emotional labor
• do the hard part first
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54. BONUS
The Paradox of Convenience
CONVENIENCE has the potential to skew decisions toward poor.
Nonetheless, as Product Managers, an incredible way of creating value
and improving satisfaction is delivering convenience to users.
TIP: be aware of convenience when making your own decisions AND
learn to deliver convenience all day long.
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55. Bibliography
Decisive – How to make
better choices in life and
work
by Chip & Dan Heath
BUYER PERSONAS
by Adele Revella
Embracing Agile
by Darrell K. RigbyJeff
SutherlandHirotaka Takeuchi
Enchantment
by Guy Kawasaki
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