Scribd
Upload
285 views11 pages

Product Management For BAs

Slide Deck introducing Product Management to business analysts.

Uploaded by

Kevin Brennan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
285 views11 pages

Product Management For BAs

Slide Deck introducing Product Management to business analysts.

Uploaded by

Kevin Brennan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 11

Product Management for Business Analysts

Kevin Brennan
Chief Business Architect
Aligned Outcomes Corporation
kevin.brennan@alignedoutcomes.com

IIBA Edmonton Chapter

March 25, 2021

P.1 © Copyright Aligned Outcomes Corporation 2021 Aligned Outcomes Confidential


Business Analysts,
Product Managers, and
Product Owners
”Product” can mean: Business Product
1. Anything that can be offered to a
customer for attention,
acquisition, use, or consumption
Analyst Manager
that might satisfy a need.
2. A thing that is the result of an
action or process.
Product
• Product Management uses the
first meaning, Product Ownership Owner
the second.

• A Product Manager is a role in


the business, a Product Owner is Team
a role on a Scrum Team. Inward Focus Focus Outward Focus

P.2 © Copyright Aligned Outcomes Corporation 2021 Aligned Outcomes Confidential


What Do Product Managers Do?

P.3 © Copyright Aligned Outcomes Corporation 2021 Aligned Outcomes Confidential


Understand the
Customer
If there’s one thing a product
manager must be able to do, it’s to
see the world (and their product)
from the perspective of their
customers.

P.4 © Copyright Aligned Outcomes Corporation 2021 Aligned Outcomes Confidential


The Sammy Value Model
Person Thing
A Person is any stakeholder who uses or
interacts with something we’re concerned
about (a “thing”).
A Thing can be a solution, product, service,
process, application or system.
The Context represents any circumstances Value
that are relevant to the interaction.
Value is subjective and exists for a
particular person under specific
circumstances.
A “need” is a gap between perceived and
desired value. “Change” can affect people,
things, or the context.
Context
Model ©2020 Julian Sammy, licensed under CC-BY 4.0

P.5 © Copyright Aligned Outcomes Corporation 2021 Aligned Outcomes Confidential


6

“ JOBTO BE DONE:
THE PROGRESS A
CUSTOMER IS TRYING TO
MAKE IN A PARTICULAR
CIRCUMSTANCE.”
CLAYTON M. CHRISTENSEN, TADDY HALL, KAREN
DILLON, AND DAVID S. DUNCAN, COMPETING
AGAINST LUCK

P.6 © Copyright Aligned Outcomes Corporation 2021 Aligned Outcomes Confidential


Jobs aren’t tasks, they’re experiences.

Applying JTBD
Context is more important than customer
A “job” is a change that the
characteristics.
customer (or user) is trying to make
in their current situation. It
represents movement towards a
solution. Your product should help Good solutions address needs that
them do that better than previously had poor or no solution.
alternatives.
We can only define jobs in a specific
context. Context clarifies the need Jobs-to-be-done have functional, social,
from the general to the specific and and emotional dimensions.
determines the nature of the
change.
The value of any solution depends Remove obstacles that prevent the
on its functional, social, and customer from making the change they
emotional dimensions. want to see.

P.7 © Copyright Aligned Outcomes Corporation 2021 Aligned Outcomes Confidential


Value Proposition Canvas

Gain Creators
Gains

Products & Customer


Services Jobs

Pains
Pain Relievers
http://businessmodelgeneration.com
P.8 © Copyright Aligned Outcomes Corporation 2021 Aligned Outcomes Confidential
Acting Across Horizons
Strategic • Value Proposition

Product Management takes place Horizon • Market Positioning

simultaneously across multiple


horizons: strategic, tactical and
operational. Tactical • Roadmaps and Plans
• Customer Experience

Today’s discussion will focus on the


Horizon • Competitive Analysis
most important piece:
• Product Development
understanding the value
proposition.
Operational • Value Stream
Horizon Management
• Data and Feedback
If you don’t know what your value
proposition is, success at anything
else will be blind luck.

P.9 © Copyright Aligned Outcomes Corporation 2021 Aligned Outcomes Confidential


“ A GOOD PRODUCT MANAGER IS
THE CEO OF THE PRODUCT. A
GOOD PRODUCT MANAGER TAKES
FULL RESPONSIBILITY AND
MEASURES THEMSELVES IN TERMS
OF THE SUCCESS OF THE
PRODUCT.”
BEN HOROWITZ, “GOOD PRODUCT MANAGER/BAD
PRODUCT MANAGER”

P.10 © Copyright Aligned Outcomes Corporation 2021 Aligned Outcomes Confidential


KEVIN BRENNAN

CHIEF BUSINESS ARCHITECT


CBAP, PMP, PSPO I, PSM II
Kevin Brennan is a business architecture and product
management consultant. He was formerly the EVP, Product
Management and Development at IIBA Global where he led
the creation and development of the Guide to the Business
Analysis Body of Knowledge (BABOK® Guide) and IIBA’s other
professional development programs. At Aligned Outcomes,
Kevin is building the Business Architecture team and guiding
the formal development of AO’s Team Enabled
Transformation (TEnT) methodology and training programs.

Email: kevin.brennan@alignedoutcomes.com

Twitter: @bakevin

P.11 © Copyright Aligned Outcomes Corporation 2021 Aligned Outcomes Confidential

You might also like

pFad - Phonifier reborn

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


Alternative Proxies:

Alternative Proxy

pFad Proxy

pFad v3 Proxy

pFad v4 Proxy