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Becoming Product Led

8 Practical tips to help you

#productled #producttankdubai

Joseph Boston

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Creating a Product Led Org @ eat app

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Creating a Delightful After order Experience @ talabat

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Creating Mobile First Org @ dubizzle

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About me

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Transforming the org to Product Led @ eat app

B2B SaaS

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• 8 Tips
• Practical Examples
• Frameworks shown

Pictures and notes encouraged!

#productled #producttankdubai

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Our product led journey

Sales Led Org

2021

2022

Org pivot

2023

Product Led Org

I joined here

We went all in to product led

Pivot success!

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Our story starts with a sales led org

Building by ‘feature requests’ to seal a deal

Build anything to sell 🤑

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Our story starts with a sales led org

Building by ‘feature requests’ to seal a deal

Neither of these approaches improve your product-market fit

Build anything to sell 🤑

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Changing your product to close a sale can destroy your product market fit

The

Market

Fit

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Eventually your feature factory product self-destructs

The

Market

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How do you pivot from a sales led self-destructive feature-factory to a product led org?

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8 Tips

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To Become Product Led

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Find pain 😈 in day to day jobs that your product does

Tip #1

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Find pain 😈 in day to day jobs that your product does

1. Write down the jobs you do and the jobs customers do

2. Map out the steps taken to complete those jobs.

3. Highlight the steps that cause the most pain or waste the most time 😈

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Builder

Build a wall

Define the number of bricks needed

Locate the site where the wall will be built

Prepare the cement to stick the bricks together

Validate the density of the cement

Perform the laying of the bricks

Verify the bricks are well placed

Adjust the cement on the bricks

Close the bill with the customer

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Customers try to bargain :(

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😈

Found pain

that wastes time

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Agree on

actions to take

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Focus the org to take action

Tip #2

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Use OKRs to Focus Down and Plan Up

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WHAT ARE OKRs?

OBJECTIVE

KEY RESULTS

Where do we want to get to?

How do we measure progress towards the objective?

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OKRs Rule of Thumb

• An exciting objective

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• Make it difficult to obtain (100% is now 70%)

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• Measurable metric (something you can realistically measure)

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• A numeric value you are moving from and to

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• Have Squad level and Company level OKRs

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OBJECTIVE ☁

KEY RESULTS 🎯

Make creating a reservation system a wonderful self serve experience

Increasing self serve conversion % from 15% to 25%

by

Measurable & Difficult

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Exciting

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OKRs vid

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spot check your focus

by

inversing the diamond

Your squads Focus using Org OKRs

Your squads Plan experiments using Squad OKRs

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Org focused and executing

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Research to Discover

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Discover and Ship value frequently

Tip #3

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Discover and ship value frequently

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Ship value frequently, don’t delay

Takes months to ship and validate

Takes 1 week to ship and validate

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Vid link

Shipping frequently increases your chance of building the right thing

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Discoveries have been made!

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Agree the changes needed to pivot the org

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Insights help you agree on changes

Tip #4

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Found painful jobs

Discovered opportunities

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Measured experiments and found trends

You have some great resources

to derive insights

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Pivot to a product led org structure

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Insights led to agreements

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Pivot your org structure around the customer.

Tip #5

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The old departmental org structure

‘Tech’

‘Marketing’

‘Inbound Sales’

‘Account Support’

‘Finance’

Build products

Get traffic

Sell the vision

Make sure people renew

Make sure we collect money

‘Outbound Sales’

Find new customers

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An outcome based org structure

‘Activation Tribe’

‘Retention Tribe’

Help customers get value out of the product and pay

Make sure customers are active and happy

Discovery showed us we need to increase our activation

Discovery showed us a we need to increase our retention

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Measure Effectively

Restructure complete!

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Measure your org structure like a pirate

Tip #6

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Use the Pirate Metrics framework

AAARRR! metrics

Awareness

Acquisition

Activation

Revenue

Retention

Referral

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‘Activation Tribe’

‘Retention Tribe’

% of used

features

% of customers who checkout

# of quality signups

% of retained customers

Chance of word of mouth higher than x%

Make sure your org structure shouts “AAARRR!”

Activation

Acquisition

Awareness

Retention

Referral

Revenue

# of signups

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A self-servable product

Everyone is shouting AAARRR!

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Help your customers self serve

Tip #7

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Self serve means that customers:

1. Configure their account themselves

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• Upgrade & pay for addons/packages themselves

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• View reports and see product value themselves

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Self serve improves pirate metric conversion

View reports

and see the value themselves

Configure the account

themselves

Upgrade & pay themselves

Activation

Revenue

Retention

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Self serve with a ‘reverse trial’ model

Elena Verna’s article on the reverse trial

full

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Customers pay faster with self serve

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Expose your

funnel

A self-servable product

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Real-time funnel events help your team

act upon user behaviour

Tip #8

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Empower your

company with

real time funnel events

available to them

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Expose user behaviour to help your marketing team

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Enable an experimentation culture

Real-time funnel enabled!

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You are ready to experiment!

You have all the ingredients

• Empowered product teams
• Using Discovery methodologies
• Focused with OKRs
• Shipping fast
• Structured org for outcome
• Funnel metrics (AAARRR!)
• Self serve measurables
• Behavioural tracking

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Are you product led now?

Experimentation culture enabled!

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Are you product led now?

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linkedin.com/in/theboston/

Joseph Boston

Connect with me and get the deck!

#productled

#producttankdubai