Project 1: Goal Setting Let’s Stretch Challenging My Product Management Team to Find New Market Opportunities By: Leigh Ann Cusack

Here’s my team! (well, most of them)

We do really well at adding value to our existing library database resources but have a hard time finding new opportunities.

Team of six product managers oriented around needs of our current library customer base. Their time is focused on tactical projects in a software development team room. A separate New Product Development function has existed, which has taken the onus off the PM to ideate (though this is likely to change). Few new database products have made it to approval. Fits and starts organizationally with innovation ‘events.’ Company has struggled with growth though products in our program have performed well. Time to move our business forward!

The Goal As a team, forward 2-3 high-potential new product opportunities that hold business value and align with the company’s strategic themes. We need to believe: There are opportunities to find. We have the time to identify market opportunities. We have the talent to develop those opportunities.

The Benefits The team will develop ideas to propel company growth. They will build confidence in generating new ideas. They will be better informed about problems in the market and customer/user needs. I get a successful team, and it’ll feel good to be making this kind of contribution.

Obstacles Perceived lack of time. Perceived lack of skill or creativity (i.e. I know how to makes things better, but I’m terrible at ideation). Belief that this is someone else’s responsibility (New Product Development). Concern that the ideas won’t go anywhere. Lack of motivation (i.e. I’ve got plenty to do in the team room).

Skills Required None outside of the Product Manager’s existing skill set (though this kind of thinking will be stretch for those with less experience <1 year).

People to Work With CUSTOMERS (librarians) AND USERS (students, teachers, faculty)! – Listen for market problems. New Product Development – Join their customer visits, get tips on idea generation. Fellow Product Managers – Coaching on market sensing activities. User Experience and Design– Great at helping translate market feedback into product experiences.

Action Plan and Deadline Ask each Product Manager to set a goal of five market-sensing customer visits. Establish time to ideate as a group based on their findings. Identify facilitator, attendees, and methodology for identifying the best ideas. Further research the ideas. Develop proposals for the two best. Put the proposals forward for approval. Deadline: July 29, 2016