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Paramed
First company
First acquisition
Software startup
2nd acquisition
90 year old company
Growth startup
EMS
$7.14 / hour
“Healthy product heart”
NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW • DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
Co-create
“Trust”
Vision
Strategy
Output &
Outcome
based
Product
Confidence
(80%)
Knowledge
transfer
(GTM Velocity)
Output
PM
UX
Dev
Content
Customer
Sales
Marketing
Support
Finance
Workstyle
Collection of
knowledge
Cross-functional
+
Autonomous
+
Accountable
Measure
Outcome
“Healthy product heart”
NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW • DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
Co-create
“Trust”
Vision
Strategy
Output &
Outcome
based
Product
Confidence
(80%)
Knowledge
transfer
(GTM Velocity)
Output
PM
UX
Dev
Content
Customer
Sales
Marketing
Support
Finance
Workstyle
Collection of
knowledge
Cross-functional
+
Autonomous
+
Accountable
Measure
Outcome
Output &
Outcome
based
OF TECHNOLOGY FOUNDED PRODUCTS
THE PAGES OF A NEW ERA
WE ARE AUTHORING
FOCUSED ON OUTPUTS
HISTORICALLY
TAKE ON OUTCOMES
NATE WALKINGSHAW’S
YOU DON’T FIND THIS HELPFUL…
IF, AT ANY POINT IN TIME,
CREATING
THE WHOLE
PRODUCT STORY
NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW
DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
THE STORY OF A
LAWN MOWER
NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW
DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW
DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW
DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW
DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
TEAM
TEAM
TEAM
TEAM
TEAM
TEAM
TEAM
TEAM
BUILDING TEAMS
AROUND AN OUTCOME
NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW
DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW
DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
DESIGNER
CO-LOCATED, CROSS FUNCTIONAL, SHARED
OUTCOME, SHARED NARRATIVE
ENGINEER PRODUCT MANAGER
TEAM DESIGN
NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW
DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW
DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
CONNECTING USE
WITH LIFECYCLE
NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW
DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
The user opens the garage to retrieve the
mower. They roll the mower out and turn
the throttle to choke. They place their foot
on the mower and pull the string. The
mower starts and the user starts mowing.
They empty the bag 1, 2 and then 3 times
during the mow. They finish mowing and
clean up. They top off of the fuel and put
the mower away.
NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW
DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
SHARING THE USER
STORY AND THE
LIFE OF A MOWER
NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW
DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
THE NARRATIVE
UNDERSTANDING
The user opens the garage to retrieve the
mower. They roll the mower out and turn
the throttle to choke. They place their foot
on the mower and pull the string. The
mower starts and the user starts mowing.
They empty the bag 1, 2 and then 3 times
during the mow. They finish mowing and
clean up. They top off of the fuel and put
the mower away.
NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW
DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
The user opens the garage to retrieve the
mower. They roll the mower out and turn
the throttle to choke. They place their foot
on the mower and pull the string. The
mower starts and the user starts mowing.
They empty the bag 1, 2 and then 3 times
during the mow. They finish mowing and
clean up. They top off of the fuel and put
the mower away.
The user opens the garage to retrieve the
mower. They roll the mower out and turn
the throttle to choke. They place their foot
on the mower and pull the string. The
mower starts and the user starts mowing.
They empty the bag 1, 2 and then 3 times
during the mow. They finish mowing and
clean up. They top off of the fuel and put
the mower away.
NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW
DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
The user opens the garage to retrieve the
mower. They roll the mower out and turn
the throttle to choke. They place their foot
on the mower and pull the string. The
mower starts and the user starts mowing.
They empty the bag 1, 2 and then 3 times
during the mow. They finish mowing and
clean up. They top off of the fuel and put
the mower away.
The user opens the garage to retrieve the
mower. They roll the mower out and turn
the throttle to choke. They place their foot
on the mower and pull the string. The
mower starts and the user starts mowing.
They empty the bag 1, 2 and then 3 times
during the mow. They finish mowing and
clean up. They top off of the fuel and put
the mower away.
NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW
DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
The user opens the garage to retrieve the
mower. They roll the mower out and turn
the throttle to choke. They place their foot
on the mower and pull the string. The
mower starts and the user starts mowing.
They empty the bag 1, 2 and then 3 times
during the mow. They finish mowing and
clean up. They top off of the fuel and put
the mower away.
The user opens the garage to retrieve the
mower. They roll the mower out and turn
the throttle to choke. They place their foot
on the mower and pull the string. The
mower starts and the user starts mowing.
They empty the bag 1, 2 and then 3 times
during the mow. They finish mowing and
clean up. They top off of the fuel and put
the mower away.
NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW
DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
AND OUTLIERS
CORNER CASES
NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW
DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
Outliers may be
adjacencies
Outliers may be
adjacencies
Focusing on a
segment of the
extreme
Covers 80% of
your market
NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW
DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW
DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
EXAMPLE
AS LIVED
NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW
DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW
DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
NOTICE
ANYTHING
MISSING?
THIS IS
COLBY
NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW
DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW
DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW
DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW
DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
SEE THE
DIFFERENCE?
THIS IS
DANTE
NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW
DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
W/OUT BAG W/BAG
Nate Walkingshaw - Mowing your Product Lawn
NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW
DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW
DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
THE BAG GETS CAUGHT ON THIS TRANSITION
AND SENDS GRASS EVERYWHERE
CORNER CASE
SPECIFIC PERSONA GROUPS
CORNER CASE 1
Mows with a bag to
leave paths clean
CORNER CASE 2
Mows without a bag
due to flagstones
SERVICE PROVIDER
Provides service to
all users.
MANUFACTURER
Builds products with
intention for each user
NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW
DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
OUTCOME =
HAPPINESS OVER TIME
NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW
DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
1
2
80%
0%
0 hrs 12,000 hrs
HAPPINESS
TIME
NUMBER OF SERVICES IN
LIFECYCLES
HAPPINESS CURVE
MFG
RECOMMENDED
4 2 0
NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW
DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
1
2
3
4
YOU CAN COUNT ON
ONE THING
NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW
DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
PEEPS BE DOIN’
WEIRD THINGS
VERSIONINGV2
NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW
DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
1
80%
0%
0 hrs 12,000 hrs
HAPPINESS
TIME
NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW
DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
V1
The user opens the garage to retrieve the mower. They
roll the mower out and turn the throttle to choke. They
place their foot on the mower and pull the string. The
mower starts and the user starts mowing. They empty the
bag 1 time during the mow. They finish mowing and clean
up. They top off of the fuel and put the mower away.
V2
The user opens the garage to retrieve the mower. They
roll the mower out and turn the throttle to choke. They
place their foot on the mower and pull the string. The
mower starts and the user starts mowing. They empty
the bag 1 time during the mow. They finish mowing and
clean up. They top off of the fuel with gloves on and
then put the mower away.
2
80%
0%
0 hrs 12,000 hrs
HAPPINESS
TIME
NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW
DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
A SUMMARY FOR
SOFTWARE
NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW
DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
SOFTWARE PLATFORM EXAMPLE
TIME TO EFFECTIVE APPLIED LEARNING
MY INTENTION
DO YOU HAVE YOUR
INTENTION?
NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW
DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
SOFTWARE PLATFORM EXAMPLE
CORNER CASE
PERSONA A
NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW
DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
SOFTWARE PLATFORM EXAMPLE
OUTCOME C
PERSONA C
OUTCOME A
PERSONA B OUTCOME B
PERSONA A
GOAL
GOAL
GOAL
GOAL
GOAL
GOAL
GOAL
GOAL
GOAL
GOAL
GOAL
GOAL
GOAL
GOAL
GOAL
OVERALLOUTCOME
SHARED
SHARED
SHARED
SHARED
SHARED
SHARED
SHARED
SHARED
CORNER

CASE
TTL
NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW
DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
V2 VERSIONING
Increasing happiness and retention
MEASURING HAPPINESS & RETENTION
Retention curves show key indicators of user success
SHARED OUTCOMES AND NARRATIVES
Team members
ORGANIZING TEAMS
Lead by product intention, outcomes and narratives
LEADING WITH INTENTION & OUTCOMES
Identifying the intended outcome
WRAP UP
Nate Walkingshaw - Mowing your Product Lawn
THANKS!
NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW
DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM

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Nate Walkingshaw - Mowing your Product Lawn

  • 1. Paramed First company First acquisition Software startup 2nd acquisition 90 year old company Growth startup EMS $7.14 / hour
  • 2. “Healthy product heart” NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW • DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM Co-create “Trust” Vision Strategy Output & Outcome based Product Confidence (80%) Knowledge transfer (GTM Velocity) Output PM UX Dev Content Customer Sales Marketing Support Finance Workstyle Collection of knowledge Cross-functional + Autonomous + Accountable Measure Outcome
  • 3. “Healthy product heart” NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW • DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM Co-create “Trust” Vision Strategy Output & Outcome based Product Confidence (80%) Knowledge transfer (GTM Velocity) Output PM UX Dev Content Customer Sales Marketing Support Finance Workstyle Collection of knowledge Cross-functional + Autonomous + Accountable Measure Outcome Output & Outcome based
  • 4. OF TECHNOLOGY FOUNDED PRODUCTS THE PAGES OF A NEW ERA WE ARE AUTHORING
  • 6. TAKE ON OUTCOMES NATE WALKINGSHAW’S
  • 7. YOU DON’T FIND THIS HELPFUL… IF, AT ANY POINT IN TIME,
  • 8. CREATING THE WHOLE PRODUCT STORY NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  • 9. THE STORY OF A LAWN MOWER NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  • 10. NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  • 11. NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  • 12. NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM TEAM TEAM TEAM TEAM TEAM TEAM TEAM TEAM
  • 13. BUILDING TEAMS AROUND AN OUTCOME NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  • 14. NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  • 15. DESIGNER CO-LOCATED, CROSS FUNCTIONAL, SHARED OUTCOME, SHARED NARRATIVE ENGINEER PRODUCT MANAGER TEAM DESIGN NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  • 16. NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  • 17. CONNECTING USE WITH LIFECYCLE NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  • 18. The user opens the garage to retrieve the mower. They roll the mower out and turn the throttle to choke. They place their foot on the mower and pull the string. The mower starts and the user starts mowing. They empty the bag 1, 2 and then 3 times during the mow. They finish mowing and clean up. They top off of the fuel and put the mower away. NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  • 19. SHARING THE USER STORY AND THE LIFE OF A MOWER NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  • 21. The user opens the garage to retrieve the mower. They roll the mower out and turn the throttle to choke. They place their foot on the mower and pull the string. The mower starts and the user starts mowing. They empty the bag 1, 2 and then 3 times during the mow. They finish mowing and clean up. They top off of the fuel and put the mower away. NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  • 22. The user opens the garage to retrieve the mower. They roll the mower out and turn the throttle to choke. They place their foot on the mower and pull the string. The mower starts and the user starts mowing. They empty the bag 1, 2 and then 3 times during the mow. They finish mowing and clean up. They top off of the fuel and put the mower away. The user opens the garage to retrieve the mower. They roll the mower out and turn the throttle to choke. They place their foot on the mower and pull the string. The mower starts and the user starts mowing. They empty the bag 1, 2 and then 3 times during the mow. They finish mowing and clean up. They top off of the fuel and put the mower away. NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  • 23. The user opens the garage to retrieve the mower. They roll the mower out and turn the throttle to choke. They place their foot on the mower and pull the string. The mower starts and the user starts mowing. They empty the bag 1, 2 and then 3 times during the mow. They finish mowing and clean up. They top off of the fuel and put the mower away. The user opens the garage to retrieve the mower. They roll the mower out and turn the throttle to choke. They place their foot on the mower and pull the string. The mower starts and the user starts mowing. They empty the bag 1, 2 and then 3 times during the mow. They finish mowing and clean up. They top off of the fuel and put the mower away. NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  • 24. The user opens the garage to retrieve the mower. They roll the mower out and turn the throttle to choke. They place their foot on the mower and pull the string. The mower starts and the user starts mowing. They empty the bag 1, 2 and then 3 times during the mow. They finish mowing and clean up. They top off of the fuel and put the mower away. The user opens the garage to retrieve the mower. They roll the mower out and turn the throttle to choke. They place their foot on the mower and pull the string. The mower starts and the user starts mowing. They empty the bag 1, 2 and then 3 times during the mow. They finish mowing and clean up. They top off of the fuel and put the mower away. NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  • 26. NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  • 27. Outliers may be adjacencies Outliers may be adjacencies Focusing on a segment of the extreme Covers 80% of your market NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  • 28. NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM EXAMPLE AS LIVED
  • 29. NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  • 30. NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM NOTICE ANYTHING MISSING? THIS IS COLBY
  • 31. NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  • 32. NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM SEE THE DIFFERENCE? THIS IS DANTE
  • 33. NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM W/OUT BAG W/BAG
  • 35. NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  • 36. NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM THE BAG GETS CAUGHT ON THIS TRANSITION AND SENDS GRASS EVERYWHERE CORNER CASE
  • 37. SPECIFIC PERSONA GROUPS CORNER CASE 1 Mows with a bag to leave paths clean CORNER CASE 2 Mows without a bag due to flagstones SERVICE PROVIDER Provides service to all users. MANUFACTURER Builds products with intention for each user NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  • 38. OUTCOME = HAPPINESS OVER TIME NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  • 39. 1 2 80% 0% 0 hrs 12,000 hrs HAPPINESS TIME NUMBER OF SERVICES IN LIFECYCLES HAPPINESS CURVE MFG RECOMMENDED 4 2 0 NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM 1 2 3 4
  • 40. YOU CAN COUNT ON ONE THING
  • 41. NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM PEEPS BE DOIN’ WEIRD THINGS
  • 42. VERSIONINGV2 NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  • 43. 1 80% 0% 0 hrs 12,000 hrs HAPPINESS TIME NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM V1 The user opens the garage to retrieve the mower. They roll the mower out and turn the throttle to choke. They place their foot on the mower and pull the string. The mower starts and the user starts mowing. They empty the bag 1 time during the mow. They finish mowing and clean up. They top off of the fuel and put the mower away.
  • 44. V2 The user opens the garage to retrieve the mower. They roll the mower out and turn the throttle to choke. They place their foot on the mower and pull the string. The mower starts and the user starts mowing. They empty the bag 1 time during the mow. They finish mowing and clean up. They top off of the fuel with gloves on and then put the mower away. 2 80% 0% 0 hrs 12,000 hrs HAPPINESS TIME NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  • 45. A SUMMARY FOR SOFTWARE NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  • 47. TIME TO EFFECTIVE APPLIED LEARNING MY INTENTION
  • 48. DO YOU HAVE YOUR INTENTION?
  • 49. NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM SOFTWARE PLATFORM EXAMPLE CORNER CASE PERSONA A
  • 50. NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM SOFTWARE PLATFORM EXAMPLE OUTCOME C PERSONA C OUTCOME A PERSONA B OUTCOME B PERSONA A GOAL GOAL GOAL GOAL GOAL GOAL GOAL GOAL GOAL GOAL GOAL GOAL GOAL GOAL GOAL OVERALLOUTCOME SHARED SHARED SHARED SHARED SHARED SHARED SHARED SHARED CORNER
 CASE TTL
  • 51. NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM V2 VERSIONING Increasing happiness and retention MEASURING HAPPINESS & RETENTION Retention curves show key indicators of user success SHARED OUTCOMES AND NARRATIVES Team members ORGANIZING TEAMS Lead by product intention, outcomes and narratives LEADING WITH INTENTION & OUTCOMES Identifying the intended outcome WRAP UP
  • 53. THANKS! NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM