Comments on: What Do You Need To Be Convinced

By: Stewart Rogers

Stewart Rogers — Thu, 06 May 2010 20:59:44 +0000

If I understand, you are suggesting that I be able to trace my addressable market problems to the input research, show alignment to the vision and I should be able to satisfy my CEO?

Thanks for the template suggestion, I'll check it out.

By: Stewart Rogers

Stewart Rogers — Thu, 06 May 2010 20:56:18 +0000

Thanks for the book recommendation!

By: Stewart Rogers

Stewart Rogers — Thu, 06 May 2010 20:55:18 +0000

“Your opinion, though interesting, is irrelevant” – This is a Pragmatic Marketing quote. Made to Stick has lots of great quotes too.

By: Stewart Rogers

Stewart Rogers — Thu, 06 May 2010 18:59:44 +0000

If I understand, you are suggesting that I be able to trace my addressable market problems to the input research, show alignment to the vision and I should be able to satisfy my CEO?

Thanks for the template suggestion, I'll check it out.

By: Stewart Rogers

Stewart Rogers — Thu, 06 May 2010 18:56:18 +0000

Thanks for the book recommendation!

By: Stewart Rogers

Stewart Rogers — Thu, 06 May 2010 18:55:18 +0000

“Your opinion, though interesting, is irrelevant” – This is a Pragmatic Marketing quote. Made to Stick has lots of great quotes too.

By: Jason Tanner

Jason Tanner — Fri, 30 Apr 2010 01:21:34 +0000

Interesting topic in respect to roadmaps…Other comments already mention the relationship to strategy. I always ask teams to define their product vision before roadmapping. Then define the value proposition and competitive differentiators. Then they're usually ready to talk about high level goals and feature groups – the ones that “move the needle” (attribution: Scott G. & Luke H.). What features will make you $$$? Are you moving into a new market? Are you adding new modules that will generate revenues? Are you adding a mobile offering? A cloud offering? I have also been coaching people to track customer enhancement requests, analyst inputs, competitive analysis, win/loss data, etc. So when the “Who wants that?” question comes up, a prepared PM can say, “27 or our 49 customers.” And I really hope you're using some type of multi-dimensional roadmap format to link features/benefits, markets/customer groups, architecture, events/rhythms and other factors into your roadmap. If not, go to enthiosys dot com and download a template. They generate great conversations with depth beyond why are we doing this.

By: stevebenfield

stevebenfield — Wed, 28 Apr 2010 23:05:19 +0000

Oh -- and one book I'd highly recommend is Four Steps to the Epiphany by Stephen Gary Blank. Best book on building products that customers want and building new markets. Step #1 -- get out of the building.

(http://www.amazon.com/gp/product/0976470705?ie=...)

By: stevebenfield

stevebenfield — Wed, 28 Apr 2010 22:58:39 +0000

I think Henry is answering a different question. Although the answer is related. The question is what goes into the roadmap.

Henry is basically talking about ways to increase revenue and his answer is correct. Basically all product roadmap decisions are governed by overall corporate strategy and if the strategy is to get more customers OVER raising prices or product/line extensions then you will most likely go after new features that will be designed to get more immediate customers over, perhaps, features that would make existing customers happier. For example, you may add features that address a growing trend in your industry but you may choose not to strengthen how another area works that is an area of complaint from customers. There are many things that sound good in the sales process that customers may not completely like when they get it. So instead of fixing that area, you may devote resources to a totally different area.

So while Henry and I are approaching the problem differently, I agree with what he says.

By: holebait

holebait — Wed, 28 Apr 2010 02:24:53 +0000

I'm trying to remember where I read this recently – perhaps “Made to Stick”. But the quote was “Your opinion, though interesting, is irrelevant”. That speaks to getting facts and customer input behind your roadmaps and product strategy.