WHEN THE PRODUCT IS YOU

Steve Johnson
Under10 Playbook
steve@under10playbook.com
@sjohnson717

Slides at under10playbook.com/prodcamp
Candidates with
the perfect
combination of
skills, education,
and experience

…who will work

for peanuts
 Technology Market

Operations Business Domain

“ If it’s not fun, don’t do it;
it’s time to get another job.

Alan Webber, Fast Company

 Remember: You’re
being hired to solve a
buyer’s problem.
(It’s not about what you need.)

© 2015 Under10 Consulting

© 2015 Under10 Consulting
 Market
Business

Technology
(Product)

© 2015 Under10 Consulting

 ASPIRE TO YOUR CAPABILITIES

Authority Clients look to us to solve these problems

Systems We have proven methods in place

Passion We’re fanatical about the product

category, the personas, and their problems
Innovation We have solved a problem in a unique way

Resources We have the ability to deliver on our vision

Expertise We have proven skills in this area

http://under10consulting.com/reading/aspire/
© 2015 Under10 Consulting
What are YOUR capabilities?

Authority
Systems
Passion
Innovation
Resources
Expertise

© 2015 Under10 Consulting

Develop your skills this
year for next year’s
position.

© 2015 Under10 Consulting

“ We value people who are
learning machines and are
highly adaptable over people
who only bring experience.

David Cancel, CEO & Founder, Drift

How large should
a product
management
team be?
Mktg
Exec

Dev Sales
 EVALUATE

DEFINE DESCRIBE

SCHEDULE

RELEASE

ANALYZE LAUNCH

ENABLE
 Under10 Playbook Canvas™ Prepared for

By

EVA LUA TE DESCRIBE LAUNCH

DEFIN E DESCRIBE ❖ Expertise: Product ❖ Expertise: Market
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SCHEDULE
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RELEA SE
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A N A LYZE LA UN CH

EN A BLE

DEFINE SCHEDULE ENABLE

v Expertise: Business ❖ Expertise: Product ❖ Expertise: Market
❑ ❑ ❑
❑ ❑ ❑
❑ ❑ ❑
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EVALUATE RELEASE ANALYZE

v Expertise: Business ❖ Expertise: Product ❖ Expertise: Business
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PROPOSE DEVELOP DELIVER

1609 © 2012-2016 Under10 Consulting, LLC

 Under10 Playbook Canvas™ Prepared for

By

EVA LUA TE DESCRIBE LAUNCH

DEFIN E DESCRIBE ❖ Expertise: Product ❖ Expertise: Market
❑ ❑
SCHEDULE
❑ ❑
❑ ❑
❑ ❑
RELEA SE
❑ ❑
A N A LYZE LA UN CH

EN A BLE

DEFINE SCHEDULE ENABLE

v Expertise: Business ❖ Expertise: Product ❖ Expertise: Market
❑ ❑ ❑
❑ ❑ ❑
❑ ❑ ❑
❑ ❑ ❑
❑ ❑ ❑

EVALUATE RELEASE ANALYZE

v Expertise: Business ❖ Expertise: Product ❖ Expertise: Business
❑ ❑ ❑
❑ ❑ ❑
❑ ❑ ❑
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PROPOSE DEVELOP DELIVER

1609 © 2012-2016 Under10 Consulting, LLC

The Regis McKenna format of positioning

For [target customer]

Who [statement of need or opportunity]
The [product name] is a [product category]
with [statement of key benefit, a compelling reason to buy]
Unlike [primary competitive alternative or approach]
Our product [statement of primary differentiation]

© 2015 Under10 Consulting

Your positioning…

For [software vendors focused on education in Boston area]

Who [are creating a new product management team]
I am a [senior technology-oriented product manager]
with [4 years of experience as a product manager in
education]
Unlike [former teachers with only domain expertise]
My resume shows [I have teaching experience as well as
product management expertise]

© 2015 Under10 Consulting

 Searching for a job can be
fun and often frustrating but
remember, it’s something you
already know how to do.
How is a job Leads

search similar to Presentation

product sales?
Evaluation

Offer

Job

© 2015 Under10 Consulting

“spec sheet” “marketing slick”

© 2015 Under10 Consulting

What skills
are you
selling?

© 2016 Under10 Consulting

© 2015 Under10 Consulting
 Showcase your talent

https://medium.com/@russanov/fixing-itunes-concept-design-
e0e8aae585aa#.jhmzfsy4f
http://pragmaticmarketing.com/resources/annual-survey
“
The most common mistake
is people stop selling
themselves during the
interview.
Get the offer first!

Karen Woodeshick
Allied Search
 You’re a product
manager. And you’re
a product.
“ When I do my job right,
there’s no sign of it;
disasters just fail to occur.

Herman Wouk
War and Remembrance
© 2015 Under10 Consulting
 Don’t worry;
you’ve got this.

© 2015 Under10 Consulting

Sign up for software
under10playbook.com/prodcamp
Ponder my blog & articles
under10playbook.com/blog
Read Look Beyond the Product
lookbeyondtheproduct.com
Listen to my album on iTunes
notExactlySteve.com
Steve Johnson
@sjohnson717
steve@under10playbook.com
http://www.under10playbook.com
under10playbook.com/prodcamp