TU-E5040 - Product Management D, Lecture, 4.9.2023-12.10.2023

Topic outline

• Part 1: Product management
  Topics & Speakers
  

  The first part of the course (Lectures 1-4) introduces the field of Product Management and the three key aspects of Users, Development, and Business.
  1. What is Product Management by Marko Oksanen (CEO, Coventures)
  2. Understanding customer by Udo Szabo (Director HW product, Oura)
  3. How development works by Otto Hilska (CEO, Swarmia)
  4. Validating the value of the product by Timo Herttua (Head of Product, Nortal) ja Terhi Hänninen (PM, Google)
  
  

  Assignments

  In the first assignment the objective is to define user’s needs for an existing product using job-to-be-done framework and translating these to a new feature in a chose app
  
  The second assignment, you will continue with the feature you proposed in assignment 2, and define the first slice(s) that development should address. 
  
  The third assignment completes the three steps by focusing on validation.
  

  
  

  • Select activity Lecture 1: What is product management?

    Lecture 1: What is product management?

  • Select activity Premise for Product management course by Mikko Jääskeläinen

    

    Premise for Product management course by Mikko Jääskeläinen File PDF
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  • Select activity What is product management by Marko Oksanen

    

    What is product management by Marko Oksanen File PDF
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  • Select activity ReadingsKey readings related to the first lectureP...

    Readings

    Key readings related to the first lecture

    • Perri (Build trap): Ch. 1-9
    • Cagan (Inspired): Ch 10-21, (also 1-9)
    • Austin, J. What It Takes to Become a Great Product Manager. 2017. hbr.com (NB! save a local copy for later use)

    
    

  • Select activity Lecture 2: Understanding customer

    Lecture 2: Understanding customer

  • Select activity Understanding customers by Udo Szabo

    

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  • Select activity Readings The two books - Perri's Build trap and Ca...

    Readings

     The two books - Perri's Build trap and Cagan's Inspired - are organised with somewhat different structures than the course, and direct matches between the second lecture and the books are harder to draw. However, both of the books discuss the matters related to users and customers in multiple chapters, these segments just take some work to find.

      Accordingly, the more direct readings for the week are based on articles/blogs curated by this weeks experts. 
    

    • D. Duncan and B Hindo.  How Twitter uses JTBD in their strategy hbr.com
    • Z. Gecis. Step by Step instructions for a PM, uxdesign.cc
      
    • A. Klement, Designing features using job stories, intercom.com
    • Jennifer Leigh Brown: "Empathy Mapping: A Guide to Getting Inside a User’s Head", UXBooth
    • C. Christensen: Understanding the Job

    
    For a deeper dive, here's a how-to for talking with humans
    

    • Constable, G. Talking to humans, "practical guide to the qualitative side of customer development"
      

    Additionally, the following books / sources were often mentioned by experts while building the course:
    

    • R. Fitzpatrick, The Mom Test. How to talk to customers & learn if your business is a good idea when everyone is lying to you
      
    • M. Kierstead: Should I Use Surveys? 7 Ways to Know For Sure — The Complete Guide to Writing and Using Surveys that Don’t Suck

    
    

  • Select activity Lecture 3: Organising development

    Lecture 3: Organising development

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  • Select activity ReadingsThe two books - Perri's and Cagan's - are ...

    
    Readings

    The two books - Perri's and Cagan's - are shorter on content that has to do with engineering. As we are starting to see by now, PMs roles vary according to the context, and in general, as books try to find a broad audience, they end up focusing on business and team leadership. Useful, but not for understanding the PMs interfaces towards tech.

    The little that is covered can be found from 

    • Cagan (Inspired): Ch 28-32

    The following books expand on the issues of the lecture:
    

    • Reinertsen, D. "The Principles of Product Development Flow: Second Generation Lean Product Development", 2009, Celeritas Publishing
      Tastes differ, but compared to the generally light-weight argumentation of popular PM books, this is easily among the more rigorous contributions. Much recommended, but note the focus on managing product development. Excellent in terms of processes, but not your best source for understanding the value of end product at the hands of the user.
    • M. Skelton & M. Pais, "Team Topologies", 2019, IT Revolution
    • Cagan, M. & Jones. C. "Empowered". 2021, John Wiley & Sons
    • Doerr, J. "Measure what matters", 2018, Portfolio Penguin

    
    

  • Select activity Lecture 4: Validating business and use value

    Lecture 4: Validating business and use value

  • Select activity Business understanding for product manager by Timo Herttua

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  • Select activity Validation Why, what and how by Terhi Hänninen

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