WEBINAR SPEAKERS

Valerio Zanini
Adopting a Tiramisu Mindset to
Rapidly Build Products and
Deliver Value

@vzanini
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@vzanini
 Adopting a Tiramisu Mindset to
Rapidly Build Products and
Deliver Value
Valerio Zanini
WWW.5DVISION.COM
@vzanini
 Valerio Zanini Originally from Italy
Electrical & Computer Engineer
Moved to the USA in 2006 for MBA

Co-Founder,
Chief Product Manager
Associate Product Manager

2001 2006
Agile and Product Innovation
Coach and Trainer VP Technology & Product
CST, SPC, MBA
Washington, DC & Italy

Director, Digital Product Development 2011

Founder, Author

2017 2013
@vzanini
 Available:

One lucky winner! Amazon, Kindle,

Barns and Nobles,
Leanpub

@vzanini
 Can you build a
cathedral using
Agile? ?
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 My story begins…
STORY

1546 A.D.
Rome, Italy

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 The construction of Saint Peter’s cathedral

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For 40 years they had searched for the perfect design

…7 different architects had come and gone…

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 Antonio Da
Sangallo “The
Young”
STORY

7 years to
build a
wooden
model with all
the details

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 No more Waterfall !
STORY

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 Michelangelo

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“The Lean Startup” – Eric Ries

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 Build clay
prototypes

Get feedback
7 days from Pope

Pivot and
continue

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 He made no overall plans for Saint Peter’s

Michelangelo created plans only for what could be built shortly,

and then iterated
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 Michelangelo:
The first “Agilist”
500 years ago?

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 The same principles are still in use today…

Alfa
Romeo
4c

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Three primary responsibilities of a Product Manager

Understand
the Drive product
customer
development

Measure
the This is also well
represented by the
outcomes Learn, Build,
Measure cycle

@vzanini
 On which of the
Draw
three areas are you
more focused?

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 The tiramisu

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 Coffee
(Espresso)

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 Coffee
(Espresso)
Ladyfingers
(Savoiardi)

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 Coffee
(Espresso)
Ladyfingers
(Savoiardi)
Mascarpone
cheese
@vzanini 23
@vzanini 24
Three primary responsibilities of a Product Manager

Understand
the Drive product
customer
development

Measure
the
outcomes

@vzanini
In reality, it often feels
this way

Understand Drive product

the
customer
development

Measure
the Too often we focus on
outcomes just getting the
product out the door,
instead of making sure
we build the right
product

@vzanini
It gets even worse

Understand Drive product

the
customer
development

Measure
the
outcomes We do
“Agile”
@vzanini
Product Management and Innovation assessment

@vzanini 28
 1

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The 5 Dimensions of great products

DISCOVER DESIGN DEVELOP DEPLOY DELIVER

Problems, needs, Solutions Products Market launch Customer
opportunities adoption and
feedback

Measure value to customers all the way

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Work across the 5 Dimensions in rapid iterations and deliver value along the way

MVP

V.2.0

V.2.1
@vzanini 31
 Download:

@vzanini Source: book “Deliver great products that customers love”, V. Zanini 2018 32
 Chat storm
On which of the 5
Dimensions are
you more focused?
Which is weaker?

@vzanini 33
 A story of two teams

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 CRM application
to manage
customer
relationships with
bankers for a
large US bank

Business vector created by makyzz - www.freepik.com

@vzanini 35
 Team 1
(the other BU)

“Of course we are Agile, we

use Scrum in development”

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All requirements identified upfront

6+ months to
define all the
requirements
DISCOVER DESIGN

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Agile is used in Development to build the solution

You have 1 year

to build it

DEVELOP

SCRUM SCRUM SCRUM SCRUM

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 At the end of the year, only 50% was completed

X
DEPLOY DELIVER

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 Team 2
(my team)

“I don’t know
what I don’t know”
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 Understand
the Drive product
customer
development

Measure
the
outcomes

@vzanini
 DISCOVER DESIGN DEVELOP DEPLOY DELIVER
What do
customers really
need?

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 Empathy interviews, observations,
and prototype testing

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 DISCOVER DESIGN DEVELOP DEPLOY DELIVER
What do Which solution
customers really makes sense?
need?

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 Design Sprint

Storyboards

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 Prototype testing
and validation
before development

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 Product
Journey
Map

5 Personas
7 Journeys
18 steps
15 feet

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@vzanini 48
 DISCOVER DESIGN DEVELOP DEPLOY DELIVER
What do Which solution What’s the
customers really makes sense? minimum we can
need? build?

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 Testing with real
bankers while we
built it

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 DISCOVER DESIGN DEVELOP DEPLOY DELIVER
What do Which solution What’s the MVP launch
customers really makes sense? minimum we can
need? build?

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 MVP launched in
market in 4.5 months

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 DISCOVER DESIGN DEVELOP DEPLOY DELIVER
What do Which solution What’s the MVP launch What worked?
customers really makes sense? minimum we can What didn’t?
need? build?

In market in 4.5 months

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 Are bankers using it? Do customers like it?

Number of Number of Customer feedback

customer customer
profiles profiles
entered updated on
subsequent
visits

Compared to the average in the old platform Direct customer interviews

Banker interviews (proxies)
NPS

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 ?
What are the
lessons learned

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 The tiramisu

@vzanini 56
Three primary responsibilities of a Product Manager

Understand
the Drive product
customer
development

Measure
the This is also well
represented by the
outcomes Learn, Build,
Measure cycle

@vzanini
Work across the 5 Dimensions in rapid iterations and deliver
value along the way

MVP

V.2.0

V.2.1
@vzanini 58
Product Management and Innovation assessment

à www.comparativeagility.com
@vzanini 59
 Training programs in
product innovation and
customer discovery
Certified Product Certified Design
Innovation Thinking for
COUPON CODE TENOFF Professional Innovation
for 10% off

July 27 August 27

à www.sparkengine.co
@vzanini 60
 Thank you

Valerio Zanini
vzanini@5dvision.com Available:
Amazon, Kindle,

@vzanini Barns and Nobles,

Leanpub
/in/vzanini

@vzanini
 Make Product Management &
Innovation a priority today!

o To start assessing your teams as expressed by Valerio Zanini, go to Product

Management and Innovation Assessment.

o Identify areas of strength, recognize where there might be challenges, invite

the team to a conversation and decide on what you want to do next.

o Track your improvement efforts as part of the product backlog; make results

visible and communicate across the organization.

For expert guidance, contact Valerio

Zanini at vzanini@5dvision.com

To take advantage of this exclusive Member Benefit, go to www.scrumalliance.org/dashboard

@vzanini