In a product organization, everyone can/should be a product leader

1. NEW AGE PRODUCT MINDSET AND SKILLSETS
www.productleadership.com
IN A PRODUCT ORGANIZATION EVERYONE
CAN/SHOULD BE A PROUCT LEADER

2. Most Recently
Global VP Product Management
McAfee, US
CTO Office, NetIQ
Director of Engineering
15 years in Product Industry
Angel Investor
Pinkesh Shah
Faculty, Institute of
Product Leadership

3. ABOUT THE INSTITUTE
BUSINESS SCHOOL FOR PRODUCT INNOVATORS
PES University
Bangalore, India
SF State University
San Francisco, USA
CMR University
Bangalore, India
Rutgers Center of Innovation
New Jersey, USA
GLOBAL CAMPUSESGLOBAL CLIENTS
KNOWLEDGE PARTNER FOR ORGANIZATIONS IN THEIR TALENT TRANSFORMATION INITIATIVES
IPL PROPERTY – STRICTLY CONFIDENTIAL

4. Agenda
Industry Drivers for the Big Shift
Shift in Mindsets & Skillsets
Tips to stay relevant
Q&A

5. OWNERSHIP
TALENT
Technology
Technology, Project
Management but
No PM
LEVEL 1
>20 PLScore
Value
OPTIMIZING
#1 MNCs in India are forced to Innovate
Features
Product Owner,
Tech PM
LEVEL 2
>50 PLScore
Value
CO-CREATING
Products
Product Leaders,
Career Path
LEVEL 3
>90 PLSCORE
Value
PRODUCTIZING
SOURCE:
PRODUCT LEADERSHIP MATURITY MODEL

6. #2 Moving from “USP” to “UVP”
SUBSCRIPTIONS – Vendor Locking to Vendor Engaging
MARKET AGILE – Customers Expect Continuous Innovation
MARKETPLACE – Mall Buying Behavior
SOCIAL/DIGITAL – Pull vs Push Information

7. Changing Principles for
Product Design
Buy vs Easy to Sell
Love to BuyEasy to Sell

8. #3 Customer Experience is the new “Differentiator”
Consumerization of IT
User Experience is becoming more
important than featurism (even for B2B)
“Delight over Amazement”
Acceptable bar on Design and Usability
is now higher

9. #4 Platforms over Products
Everything as a “Service”
Automated to Automatic
Business Models are changing
(ex. Freemium)
Acceptable bar on Design and
Usability is now higher

10. Connected Car (cCommerce)

11. Paying for
Products to
Freemium
Pay per Use
Largest Hospitality Company that doesn’t own a single
room

12. Paying for
Products to
Largest Hospitality Company that doesn’t own a single
room

13. Paying for
Products to
Freemium
Pay per Use
Monetizing Products to Monetizing Platforms

14. Anyone who leverages
customer context, business context &
innovation context
to make better functional decisions is a
PROUCT LEADER
Defining: PROUCT LEADER

15. #1 MINDSET TRANSITION IS KEY
CLIENT DELIGHT
MARKET DELIGHT

16. JUMP?
Project Management: How High?
Product Management: Why?

17. #2 SKILLSET TRANSITION IS KEY
DELIVERING PROJECT
(PROJECT MANAGEMENT)
DELIVERING DELIGHT
(PRODUCT MANAGEMENT)

18. 19
PRODUCT LEADERSHIP
COMPETENCIES
TECHNICAL PRODUCT MANAGEMENT
(Product Owner)
INBOUND PRODUCT MANAGEMENT
(Product Management)
OUTBOUND PRODUCT MANAGEMENT
(Product Marketing)
CUSTOMER CENTRIC
ENGINEERING
(Product Leader)

19. #3 DEVELOP DEEPER CONTEXT
Customer
Buyer vs User
Market Problems
Value
Competiti
ve
Alternatives?
Do more vs Do
Differently
Innovate
Business
How are we making
money?
Monetizing the
Value
Delight

20. ENGINEERING DELIGHT
Its not a bug, it’s a feature Is anything wrong?Clearly Unusable

21. Can we build
something
that people
want
and be
profitable?
DESIRABILITYFEASIBILITY VIABILITY
ROLE OF A PRODUCT LEADER

22. DESIGN THINKING helps with WHY?
DESIRABILITY
Is there a problem worth solving?
Does anyone want our solution?
FEASIBILITY
Can we actually build it?
Technology? People?
VIABILITY
Can we be profitable?
Is there a market?

23. SKILLS REQUIRED FOR APPLYING DESIGN THINKING
DESIRABILITY
CUSTOMER INSIGHTING
Need Finding
Market Analysis
Customer Validation
Lean Thinking
Prototyping & MVP
FEASIBILITY
PRODUCT PLANNING
Personas
Architecture
UX & Design
Requirements, Stories
Prioritization
Product Roadmaps
VIABILITY
MARKET EXECUTION
Target Market Segmentation
Product/Market Growth
Go to Market
Sales Enablement
Customer Acquisition &
Retention
Product Profitability

24. PRODUCT MANAGEMENT
COMPETENCIES
DESIRABILITY
FEASIBILITY VIABILITY

25. MANAGING PROJECTS TO EXPERIENCES
Deliver for Delight, Customer Centricity
MINDSET TO SEE BIG PICTURE
Develop “end to end”
understanding
RESKILLING FOR
FUTURE
Staying Relevant
Not Everyone will become a PM but everyone should become Product Leader!
BUILDING YOUR PRODUCT LEADERSHIP STAMINA

26. www.productleadership.com
Innovation Led Organizations rely on
strong product skillets and mindset
Pinkesh Shah
pshah@ipl.edu.in