Vidya Dinamani - Groundwork: Get Better at Making Better Products
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Create Products People Actually Want.Driven to create a better way to bring new products and features to market, product management experts Vidya Dinamani and Heather Samarin developed an easy-to-implement framework to help product teams get better at creating delightful experiences that drive growth.Groundwork is a philosophy and methodology for product leaders and product teams that focuses on three Pillars-Convergent Problem Statement, Actionable Persona, Individualized Needs-and three Practices-Developing Hypotheses, Conducting Scrappy Research, Getting Commitment-that together center your eff orts around the most impactful problems, prioritize the right customer needs, enable durable decisions and creates customer-driven organizations that consistently develop products people actually want. In these pages, youll learn how to:Hone in important customer problems to solve using the Convergent Problem StatementLeverage Actionable Personas in big and small product decisionsMinimize (and potentially eliminate) costly rework using Individualized NeedsIntroduce new habits using the three Practices that build customer-driven product teams
Vidya Dinamani: author's other books
Who wrote Groundwork: Get Better at Making Better Products? Find out the surname, the name of the author of the book and a list of all author's works by series.
Vidya Dinamani
For Dummies
Mangalam Nandakumar
Brian Lawley
Groundwork: Get Better at Making Better Products — read online for free the complete book (whole text) full work
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PRAISE FOR GROUNDWORK
Groundwork is a must read. Dinamani and Samarin do an excellent job of outlining in very practical and easy-to-read stories what are the foundational elements of building any product with clarity and purpose ... and why they are critical to the success of any company!
Ginny Lee President and COO at Khan Academy
As a product leader, your job is to build products that delight customers. To do this, you need efficient decision-making, a committed team, and a healthy dose of customer obsession. Groundwork provides the framework you need to consistently delight customers in ways that energize teams and build a great business.
Gibson Biddle Former VP/CPO at Netflix/Chegg, now a teacher, speaker, and workshop host
Vidya and Heather bring their tremendous experience leading and teaching the worlds best product builders to the page in this roll-up your sleeves guide. Recommended for product executives who are dedicated to helping their teams make better products.
Brent Tworetzky Chief Operating Officer at Parsley Health, and Organizer of the New York Product Conference
My son plays football and while everyone wants to work on the read option or the wildcat or all these fancy concepts, 90% of the game is about blocking and tackling. The simple or basic stuff... and consistent execution of those things... do more to define success than any of the fancy concepts that people spend so much time thinking about. In other words, I think the concept of your book is fantastic. In many ways its an explanation of why we (our industry) are so far into our journey of building software and we still pump out more failures and mediocre results than winners. You should be really proud of this. Its a great piece of work.
Bill Lucchini CEO at Dealer-FX Group, Inc
Over the years, Ive collaborated directly with Vidya and Heather on difficult product challenges at my company. Let me tell you, they know their stuff! This book helps product teams and executives create lifelong customers by delivering a successful product to the market. My product team is better because we took the best practices found in this book and applied them to our business. Two thumbs up!
Steven Cox Founder and CEO at TakeLessons.com
Heather and Vidyas incredible success at Intuit and as product management consultants to dozens of companies globally shines through in Groundwork. The insights here will help your teams create the strong foundation that your products need to not only delight customers, but to generate the results that you expect. The best part is that the guidance is actionable and practical too.
Morgan Hays Former VP Product Management and Marketing at TiVo
As a product leader in a complex industry, its challenging to find great product talent with industry experience. I leverage the techniques learnt from Groundwork as my guide for ensuring the smart people I hire address the problems they uncover in the best way. It has saved me so much time and effort to ensure they get it right!
Julie Frahms Director Consumer Digital Products at Sharp HealthCare
There are many product management methodologies out there. Vidya and Heather have distilled the many concepts into an easily digestible and actionable framework. From the individual product manager looking to improve to the product leader looking for a consistent frameworkthe problem statement and persona lead the way.
Mykola Konrad VP Product Management at Brightcove
Groundwork is like a loving parent that doesnt just tell you to eat your damn vegetables, it tells you which vegetables to eat, and how to start enjoying them, so your products have a shot at growing up big and strong. In an age where many product leaders myopically focus on growth hacking their way into rocket-powered unicorn status (which typically fizzles as quickly as it launches), Groundwork calmly and clearly lays out the hard, foundational work upon which are built robust, sustainable, and beloved products that thrive, whether the market is up or down.
Jason Amunwa Product Management and Growth Expert
Having worked closely with Heather and Vidya, I am excited to see them bring the true craft of great product leadership to others. Their obsession with falling in love with the customer problem truly differentiates them from others. A must-read for product leaders.
Rick Jensen Chief People & Places Officer at Headspace, former VP & GM, Global Consumer and Accountants, Global Business Division at Intuit
This book gives you the practical details you need to quickly ensure you and your product teams understand customers needs and have organizational commitment much earlier, saving critical design and development time and allowing you to deliver more successful products. Most other product management books proposals add complexity and processMs. Dinamani and Ms. Samarin refreshingly propose approaches that yield results in days and require few to no additional resources. Ive immediately improved my teams practices and only wish this book had been around in time for some of my past projects!
Jason Knapp Founder Strategic Data Corp, former CPO at Myspace and Product Executive at Viasat
COPYRIGHT
Product Rebels, Publisher
Cover design by David Miles
Interior design by Andrew Welyczko AbandonedWest Creative, Inc.
Book Production by Broad Book Group, LLC
Copyright 2020 by Product Rebels
All rights reserved. In accordance with the U.S. Copyright Act of 1976, the scanning, uploading, and electronic sharing of any part of this book without the permission of the publisher constitutes unlawful piracy and theft of the authors intellectual property. If you would like to use material from this book (other than for review purposes), please obtain prior written permission by contacting the authors at info@productrebels.com.
ISBN-13: 9780578776323
eISBN: 9780578776330
Library of Congress Control Number: 2020919179
Contents
FOREWORD
The strongest steel is forged in the hottest fires.
I n 2004, one of Intuits flagship products, TurboTax, faced a moment of truth. Years of feature-bloat, a rapid shift to web-based applications and disruptive new competitors had converged to present a challenge the brand had not experienced since its introduction. A company-wide call to action ensued and I was tapped to participate in this effort as the General Manager for the business. Fortunately, the companys commitment to right the ship resulted in elite athletes from all areas of the company being drafted and assembled to form the refreshed TurboTax team. It was at this time that I was privileged to work closely with two of these elite athletes Heather (Crothers) Samarin and Vidya Dinamani, the authors of this book.
In the words of Leonard Bernstein, to achieve great things, two things are neededa plan, and not quite enough time. That summed up our circumstances in 2004 with one exceptionwe didnt have a plan. What we had were symptoms to a problem and we needed to reground ourselves in what mattered mostthe customer.
While the clock ticked and the competition advanced, the team declared a return to our roots. We would rebuild deep empathy for the customer; fall in love with their problem and not our existing solution; develop multiple hypotheses for ways we might solve the problem better than existing alternatives (including our own); develop prototypes and run rapid experiments; treat success and failure as an opportunity to learn quickly; and ultimately narrow to a minimum viable product that would be measured in the only way that matteredthrough the eyes of the customer.
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