Conversations with product leaders on strategy, judgment, leadership, and turning hard choices into action, with guests like Marty Cagan, Teresa Torres, Itamar Gilad and Steve Portigal. The show is between seasons, but the archive remains gold. For new work, read the essays at blog.makethingsthatmatter.com. Hosted by Andrew Skotzko, executive advisor and author of The Strategy Cycle.
blog.makethingsthatmatter.com (https://blog.makethingsthatmatter.com?utm_medium=podcast)
Itamar Gilad is the author of Evidence Guided, which is my favorite book out there on how to practically DO product discovery. Prior to becoming a product consultant and trainer, he had a long product career at Google where he led the creation and launch of products that are now used by over a billion people.
In this conversation we explore the GIST approach to product discovery through the origin story of Gmail's tabbed inbox, to help you see what great product discovery looks like in practice.
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Topics discussed
(01:33) Creating frameworks and coming up with catchy models
(10:02) GIST: the meta framework organizing model concept.
(15:02) Illustrating GIST through the story of Gmail tabbed inbox
(21:06) Refocusing goals led to stronger, simpler idea.
(25:08) Prioritize, filter, and reevaluate for effective ideas.
(29:02) Usability and value risks, low confidence, evolution.
(35:43) Key results drive achieving goals, engaging company.
(40:07) Inquiring about applying startup approach to enterprises.
(45:32) Navigating uncertainty in strategy with evidence and discovery.
(50:44) Emphasizing iterative nature of product discovery process.
(59:10) Encouraging analysis for companies hesitant about changes.
(01:01:18) Evaluate, test, experiment, launch, measure, impact, outcomes
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Links & resources mentioned
• Send episode feedback on Twitter @askotzko (https://twitter.com/askotzko) , or via email (mailto:connect@makethingsthatmatter.com)
• Itamar Gilad : website (https://itamargilad.com/), LinkedIn (https://www.linkedin.com/in/itamargilad/)
• Evidence Guided (book) - website (https://itamargilad.com/book-evidence-guided/), Amazon (https://amzn.to/46uWZie)
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Related episodes:
• #55: How does continuous discovery come together for a new product? (https://pod.fo/e/107a32)
• #44 Teresa Torres: Habits for clear thinking and better product bets (https://pod.fo/e/d0270)
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Books:
• Evidence Guided: website (https://itamargilad.com/book-evidence-guided/), Amazon (https://amzn.to/46uWZie)
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Other resources:
• Itamar’s downloadable frameworks & resources (https://itamargilad.com/resources/)
• The GIST framework (https://itamargilad.com/gist-framework/)
• Confidence meter for ICE scoring (https://itamargilad.com/the-tool-that-will-help-you-choose-better-product-ideas/)
• Creating Product Strategy with Multiple Strategic Tracks (MuST) (https://itamargilad.com/product-strategy-must/)
• Marty Cagan: The four big risks (https://www.svpg.com/four-big-risks/)
• Gibson Biddle: proxy metrics (within product strategy) (https://gibsonbiddle.medium.com/4-proxy-metrics-a82dd30ca810)
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit blog.makethingsthatmatter.com (https://blog.makethingsthatmatter.com?utm_medium=podcast&utm_campaign=CTA_1)
28 Jun 2024TRANSCRIPT
Steve Portigal: Improving your user research process
Steve Portigal is a veteran user research leader and consultant who helps companies mature their research practices. He’s the author of Interviewing Users, a classic in the field, and the host of the design leadership podcast Dollars to Donuts. In this conversation, we explore:
• how to use creative practices to develop your voice as a leader and storyteller
• how to be a smart consumer of research findings when you aren’t an expert in the craft of research
• one simple question leaders can ask to set their organizations to make the most of research
• and how to create the conditions for high-impact, effective creative work in your team
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Topics discussed
(10:21) Experimenting with writing and finding one's voice
(15:47) Feedback model: GASP - goals, attempts, successes, possibilities
(19:53) Workshops, creativity, and self-doubt
(27:06) Embrace authenticity, find your unique facilitation style
(28:10) Appreciating different approaches, understanding executives' skepticism
(34:37) Engage with compassion
(39:29) Research is essential for informed decision-making
(49:01) Compassion and reflection are crucial for leaders
(50:48) Create a safe learning space for engagement
(56:03) Assessing code quality and marketing effectiveness
(01:00:39) Research raises questions, timing and deployment important
(01:10:31) Stay fascinated with the world around you
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Links & resources mentioned
• Send episode feedback on Twitter @askotzko (https://twitter.com/askotzko) , or via email (mailto:connect@makethingsthatmatter.com)
• Steve Portigal: website (https://portigal.com/), LinkedIn (https://www.linkedin.com/in/steveportigal)
• Book: Interviewing Users (https://amzn.to/458xe6r)
• Podcast: Dollars to Donuts (https://portigal.com/podcast/)
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Related episodes
• #3 Christina Wodtke: Unleashing potential with extraordinary teams (https://pod.fo/e/af7fd)
• #62 Sahil Lavingia: Independent Thinking & Pricing at Gumroad (https://pod.fo/e/15ff5a)
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Books
• Interviewing Users (https://amzn.to/458xe6r)
• Don’t Make Me Think (https://amzn.to/454FPXS)
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Other resources
• Great User Research (for Non-Researchers) (https://medium.com/user-research-explained/great-user-research-for-non-researchers-part-1-50cf67c4faad)
• When to Use Which User-Experience Research Methods (https://www.nngroup.com/articles/which-ux-research-methods/)
• Nielsen: Why You Only Need to Test with 5 Users (https://www.nngroup.com/articles/why-you-only-need-to-test-with-5-users/)
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit blog.makethingsthatmatter.com (https://blog.makethingsthatmatter.com?utm_medium=podcast&utm_campaign=CTA_1)
31 May 2024TRANSCRIPT
Christian Idiodi: Telling the story of transformation
Christian Idiodi is a partner at Silicon Valley Product Group (SVPG). Before SVPG, he profoundly shaped or reshaped the culture and products of CareerBuilder, Snagajob, and led the product transformation in Datasite, the first SaaS for due diligence in the finance industry.
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Topics discussed
(08:56) An unusual childhood leads to survival skills, creativity
(12:25) Aspiring doctor turned innovator seeking problem-solving opportunities
(18:33) Guiding others through transformation, not crafting it
(21:31) Thriving on tech success, driven by motivation
(28:40) Cycle of innovation: growth, stagnation, reversion, reaction
(36:45) Reading biographies as a leader to improve your decision-making
(37:40) Key to career success: leadership, insight, humility
(47:23) Transitioning roles, what were key mindset shifts?
(56:30) Prioritizing practice before game day
(01:03) Choose kindness, support, and do good work
—
Links & resources mentioned
Find the full transcript at: https://podcast.makethingsthatmatter.com/christian-idiodi-telling-the-story-of-transformation/#transcript
* Christian Idiodi - SVPG (https://www.svpg.com/team/christian-idiodi/)
* New book: TRANSFORMED (https://amzn.to/4bA2WMx)
* Inspire Africa Conference (https://www.inspireafricaconference.com/)
* Innovate Africa Foundation (https://www.innovateafricafoundation.org/)
—
Related episodes:
* Marty Cagan: Moving to the product model (https://pod.fo/e/226791)
* Martina Hodges-Schell: Understanding your operating model (https://pod.fo/e/230f55)
* Product Therapy - What is product sense? (https://podcasts.apple.com/us/podcast/coaching-product-sense/id1738373011?i=1000654306717)
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People & orgs:
* Jay Acunzo (https://jayacunzo.com/)
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Books:
* Turn the Ship Around - L. David Marquet (https://amzn.to/3R4cxTE)
* An Everyone Culture - Robert Kegan (https://amzn.to/3R2gUyc)
* Build - Tony Fadell (https://amzn.to/3KlELoU)
* Walter Isaacson - Steve Jobs (https://amzn.to/3X1PWea)
* Team of Rivals - Abraham Lincoln (https://amzn.to/4aHkDsf)
* Invention: A Life of Learning Through Failure (https://amzn.to/4e2XDqz)
* Sam Walton: Made In America (https://amzn.to/3KiWPAf)
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit blog.makethingsthatmatter.com (https://blog.makethingsthatmatter.com?utm_medium=podcast&utm_campaign=CTA_1)
Inside a recent episode
Itamar Gilad: the GIST of product discovery
Published 30 Jul 2024 · Transcript excerpt
[…] So we're not very good at following the plan. And even worse, if you look and do a backward analysis of how well the road maps are helping the business, how they're helping the user experience, it's really hard to show any difference. It's still growing at the same rate in those must have features and how to be not that must have. So I think I understand the reasoning behind road maps. It gives a sense of certainty. It gives a sense that the product organization is working towards something in some companies like a contract between the business and the product, you know, to keep them accountable. […]
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