The rule of seven: how to structure your product organization to succeed
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The document discusses strategies for structuring product organizations to achieve success, emphasizing the importance of understanding current and future business landscapes. It highlights frameworks such as the Three Horizons Model and the concept of organizing philosophies centered around customer needs. Additionally, the document stresses the necessity of preparation for adaptation and learning from both successes and failures.
The rule of seven: how to structure your product organization to succeed
- 1. how to structure your product organization to succeed The rule of seven Patrick T. Hoffman @arcktip /in/patrickthoffman September 2019
- 2. great experiences creating and capturing value Patrick T. Hoffman /in/patrickthoffman @arcktip
- 3. 1. Understand your business
- 4. Understand your business (today) © 2019 Patrick T. Hoffman @arcktip 4 Questions to answer
- 5. Understand your business (in the future) © 2019 Patrick T. Hoffman @arcktip 5 Questions to answer
- 6. © 2019 Patrick T. Hoffman @arcktip 6 Crossing the Chasm by Geoffrey A. Moore and Regis McKenna (1991) Frameworks can help Most products will encounter a “chasm” during their lifecycle
- 7. © 2019 Patrick T. Hoffman @arcktip 7 John Rueter Professor, Environmental Sciences and Management - Portland State University Frameworks can help With growth, the past is not always the best predictor of the future
- 8. © 2019 Patrick T. Hoffman @arcktip 8 Three Horizons Model by McKinsey (1999) Frameworks can help As companies mature they should learn to invest over multiple horizons * * Note: The three horizons are no longer bound by time because of disruptive innovation enabling Horizon 3 ideas – disruption – to be delivered as fast as ideas for Horizon 1 – existing products. — Steve Blank (2019) It’s not a funnel. It’s an hourglass. — Geoffrey Moore, Zone to Win (2015) Current Categories meet commitments Breakout Categories planned growth opp Future Categories speculative growth
- 9. A real world example(slack’s growth) © 2019 Patrick T. Hoffman @arcktip 9 Images courtesy of Slack
- 10. A real world example (uber’s growth - rate) © 2019 Patrick T. Hoffman @arcktip 10 Images courtesy of The Information and Quartz
- 11. 2. Have organizing philosophies
- 12. 2.a. Start with your customers and your market conditions
- 13. The same products to the same customers … just more of it. The same products to new customers. New products to the same customers. New products to the new customers. EXISTING You’ll be in one or more quadrant NEW NEWEXISTING
- 14. 2.b. Start from a ‘trusted’ model and who is on your team today
- 15. Example of a trusted Pod model P.E.A.P.O.D.(S.)
- 16. Product Management Product bridges Research / Development and Distribution / Growth. R&D Growth Product Management
- 17. Engineering
- 18. Analytics
- 20. Online Growth (aka marketing and sales)
- 21. Design
- 22. Support
- 23. 3. Structure your product org
- 24. Example 1 Product Analytics Design Feature Lead Feature Lead Feature Lead Feature Lead Engineering CEO ManufacturingGrowth Eng Group Eng Group Eng Group Eng Group
- 25. Example 2 CEO CFO Growth Product Ops Data Design Support Product Ops Data Design Support Product Ops Data Design Support Product Ops Data Design Support Product Ops Data Design Support COO Legal Finance IT/Platform Eng Eng Eng Eng Eng
- 26. Example 3 CEO CFO Product Growth Data Design Ops Product Product Product Product Ops COO Eng Eng Eng Eng Eng Support SupportGrowth Design Content
- 27. 4. Understand Teams of Teams
- 28. Dynamic ‘A’ A A.ii A.viiA.ivA.iii A.viiiA.vA.i A.ixA.vi A.i.a A.i.fA.i.cA.i.b A.i.gA.i.d A.i.hA.i.e A.i.j A.i.oA.i.lA.i.k A.i.pA.i.m A.i.qA.i.n
- 29. Dynamic ‘B’ A CB A.i C.iB.iA.ii C.iiB.ii A.iii C.iiiB.iiiA.iv C.ivB.iv A.v C.vB.v A.v.a C.v.aB.v.aA.v.b C.v.bB.v.b A.v.c C.v.cB.v.cA.v.d C.v.dB.v.d
- 30. 5. Position your people to win
- 31. 6. Plan for scaling
- 32. Scaling yourself in Product IC 3 IC 4IC 1 IC 5IC 2 M1 M2 IC 6 M3 M4 D1 D2
- 33. Scaling Product organizations A B A A C A.i A.ii B A.iii A.iv B.i B.ii C
- 34. 7. Be ready to fail and adapt
- 35. © 2019 Patrick T. Hoffman @arcktip 35 Reversing the Curse of Dominant Logic (2012) Plan to combat Dominant Logic Avoid lazy traps and assumptions that organization design is cookie cutter What worked here will work over there..
- 36. © 2019 Patrick T. Hoffman @arcktip 36 Reversing the Curse of Dominant Logic (2012) * Note: you must balance feedback with vision Plan to combat Dominant Logic Avoid lazy traps … e.g. what works at Google may not at Amazon What worked here will work over there.. MONITOR TAKE ACTION INTERPRET LISTEN Feedback
- 37. Be aware of survivorship bias © 2019 Patrick T. Hoffman @arcktip 37 Winning companiesFailed companies Note: unlike companies, the classic case for survivorship bias (SRG American B-29 bombers) had high numbers of relatively uniform entities (B-29) in relatively uniform environments.
- 38. Thank you Patrick T. Hoffman @arcktip /in/patrickthoffman August 2019