The document discusses product lifecycles and getting customer input. It notes that product lifecycles have different stages like introduction, growth, maturity, and decline. Customer input is important and can come from methods like ethnographic research, feedback portals, data mining, and open innovation programs. The document advocates shifting the focus from products to experiences by focusing on the emotions and interactions customers have with a company across all touchpoints.

1. Product Management
Lifecycles, customer input, innovation
Thursday 12 November 2020, 9:00 CET
Jurgen Appelo
@jurgenappelo
Update 1

2. At the end of this session, you will…
Know a bit more about product lifecycles
Know different options for customer input
Be aware about a necessary switch from
product to experience

3. Product lifecycle management
Customer input and understanding
Product Management Update 1
From product to experience
Wrapping up

4. Time spans
are shrinking!
https://medium.com/@JimtheSingh/beyond-the-three-horizons-mckinseys-model-in-hindsight-d0cf844a8c5e
The Three Horizons Model

5. Development Execution
Pre-alpha Alpha
Release
Candidate
Release to
Marketing
(RTM)
Beta
General
Availability
(GA)
Production / Maintenance End-of-life
Product Release Lifecycle
Introduction
Growth
Maturity
Decline
Closed
Open

6. You need different approaches and
skills at different stages.
Photo by Bruno Nascimento on Unsplash

7. Product Lifecycle Management
Conceive
Design
Realize
Service
The start and end of a PLM “phase” depend on product type and industry.

8. Contextualize (Frame)
Empathize
(Discover)
Synthesize
(Define)
Hypothesize
(Ideate)Externalize (Build)
Sensitize
(Test)
Systematize
(Learn)
Innovation is
always important.
But team practices
evolve over time.

9. Contextualize (Frame)
Empathize
(Discover)
Synthesize
(Define)
Hypothesize
(Ideate)Externalize (Build)
Sensitize
(Test)
Systematize
(Learn)
Conceive
Design
Realize
Service The vortex is always
spinning but the
emphasis in the
iterations changes
over time.

10. Yes, there can be a handoverPhoto by Javier Molina on Unsplash

11. The Technology Adoption Curve
https://jurgenappelo.com/how-to-change-the-world/
https://en.wikipedia.org/wiki/Diffusion_of_innovations
The
Chasm

12. Geoffrey A. Moore
The company may be saying
“state-of-the-art” when the
pragmatist wants to hear
“industry standard”.
- Geoffrey A. Moore
https://www.goodreads.com/work/quotes/59649-crossing-the-chasm-
marketing-and-selling-high-tech-products-to-mainstre

13. There is only a chasm with
disruptive innovations.
Photo by David Lusvardi on Unsplash

14. Sustaining Innovation
(Horizon 1 and 2)
Disruptive Innovation
(Horizon 3)
Crossing the chasm is
like graduation day for
disruptive innovations.
Chasm

15. Sustaining Innovation
with a Product Backlog
(Horizon 1)
Disruptive Innovation
with a Product Portfolio
(Horizon 3)
Sustaining Innovation
with a Product Suite
(Horizon 2)
Chasm
Capacity Allocation
Maintenance
with an Issue Backlog
(Horizon 0)

16. Product lifecycle management
Customer input and understanding
Product Management Update 1
From product to experience
Wrapping up

17. Love the problem, not the solution
Photo by Olav Ahrens Røtne on Unsplash

18. Develop your observation skillsPhoto by Uta Scholl on Unsplash

19. Ethnographic Research
Photo by Blake Wisz on Unsplash

20. Powerful Questions
https://abiggergame.today/powerfulquestions/
Great
conversations
start by asking
better questions.

21. http://www.unconsciousagile.com/clean_language
Empathic listening
requires that you
don’t distort the
other person’s words.
Clean Language Questions
What kind of X (is that X)?
Is there anything else about X?
Where is X? or (and) whereabouts is X?
Is there a relationship between X and Y?
When X, what happens to Y?
That’s X like what?
Then what happens?
What happens just before X?
Where could X come from?
What would X like to have happen?
What needs to happen for X?
Can X (happen)?

22. Open Innovation Programs
Photo by Viktor Forgacs on Unsplash
Collaborate with startups
Invest in community-building
Purpose motivates people
Diversity breeds innovation
Co-create with customers
Turn students into employees

23. Listen, but
don’t just do
everything
https://www.useresponse.com/customer-feedback-software
Customer Feedback Portals

24. Data mining
Photo by Luke Chesser on Unsplash
See what people do,
not just what they say

25. “Focus is about
saying no.”
Photo by AB on Unsplash

26. Only analyze what
matters to customers!
Aim for a Minimum
Viable Product, not a
Maximum Feature Set.
https://steveblank.com/2010/03/01/death-by-analysis/
Competitive Analysis

27. Be inspired outside of your domain
Photo by Joel Wyncott on Unsplash
Get ideas from other
products and services.

28. https://www.meetup.com/Aginext-Community/events/274383729/

29. Product lifecycle management
Customer input and understanding
Product Management Update 1
From product to experience
Wrapping up

30. Happiness is experience, not stuff
Photo by Uriel Soberanes on Unsplash
You’re not in the business
of making bytes or atoms.
You’re creating
endorphins, dopamine,
oxytocin, and serotonin.

31. https://medium.com/mule-design/a-three-part-plan-to-save-the-world-98653a20a12f
Find the Moments of Truth Across All Touchpoints

32. Touchpoints Channels
A touchpoint is an interaction
between a customer and your
business at a moment in time.
Product demo
Newsletter sign-up
Account creation
Whitepaper download
Customer service call
Subscription renewal
NPS feedback
A channel is a medium of
communication through with
touchpoints can occur.
Phone calls
Live chats
Website
Social networks
Expo booth
Physical stores
Mobile app

33. Maybe we
should change
a few terms.
https://Lorem ipsum dolor sit ametcnsectetuer.com/ adipiscing
Product Backlog
Product Roadmap
Product Owner
Product Manager
Experience Backlog
Experience Roadmap
Experience Owner
Experience Manager

34. Get involved in Business Strategy

35. Product lifecycle management
Customer input and understanding
Product Management Update 1
From product to experience
Wrapping up

36. https://en.wikipedia.org/wiki/Software_release_life_cycle
https://en.wikipedia.org/wiki/Product_lifecycle
https://en.wikipedia.org/wiki/Technology_adoption_life_cycle
https://en.wikipedia.org/wiki/Crossing_the_Chasm
https://blog.leanstack.com/love-the-problem-not-your-solution-65cfbfb1916b
https://steveblank.com/2010/03/01/death-by-analysis/
https://www.viima.com/blog/16-examples-of-open-innovation-what-can-we-learn-from-them
https://timharford.com/2019/01/my-ted-talk-on-the-power-of-slow-motion-multitasking/
https://www.worldhappiness.com/2016/08/10/4-molecules-of-happiness/
https://uxpressia.com/blog/touchpoints-and-channels-customer-journey-mapping
Resources

37. Q & A

38. hello@shiftup.work
shiftup.work