Art Petty on Management

Art Petty on Management Has Changed and Moved

I don't like to do things small or simple, so in what I sincerely hope is the absolute last time I put myself and you through this, I have moved and changed the name of my blog. 

You will now find me at www.artpetty.com and the new name of the blog is Management Excellence.

As I'm writing this and realizing that most people that have moved blogs have basically had to start over from zero to build traffic, this seems like taking two steps in the wrong direction.  However, sometimes you have to step back to grow, and I've got some compelling reasons for making the move, including:

• Integrating my former corporate web site and my blog under one content management system.

• Creating a simpler url (artpetty.com...12 characters versus the almost 40 for this site).

• Gaining the tools and the control through a hosted blog so that I can easily add planned podcasts, webcasts, forums and other tools that I will roll out this year.

• Aligning my blog's name: Management Excellence with my personal mission to promote high performance, great leadership and the pursuit of excellence in business.  

All of the posts and hopefully, all of the comments have been moved to the new site, so 14 months,  160 plus essays and a tremendous number of thoughtful comments on best practices in leadership and strategy, project management, product management and marketing and sales, all remain part of the library. 

For those of you that subscribe via your favorite Reader or happen across this post via Search, please take the opportunity to visit the new Management Excellence site and click on the site's feed.  And don't forget to check out some of the new tools, including the live polls, free down-loadable tools and links and references to many other great resources.

Thanks so much for reading and referencing Art Petty on Management, and I hope to earn your confidence many times over in my new home at the Management Excellence blog!

“If I had asked customers what they wanted, they would have said faster horses.”

Students of business history might recognize the quote above as coming from Henry Ford, the founder of Ford Motor Company and one of the early management innovators.  Mr. Ford’s quote raises a profound issue of when and how to listen to customers, or perhaps the more challenging flip side: when not to listen to customers.

The notion of not asking customers what they want and responding directly to their needs may seem like heresy to those individuals and organizations consumed with improving customer satisfaction and creating customer loyalty.  In fact, you should always listen and importantly, observe.  The real art in this process is understanding what customers really need, what problems they really would like to solve and what approaches and experiences that you can create that can surprise and delight them.

Harvard Professor, Clayton Christensen, seized upon this issue in his Innovator’s Dilemma/Innovator’s Solution books, where he suggests that a well-intentioned business may do everything right by listening and responding to customer requests, and ultimately fail as disruptive offerings upset the status quo.  

In my own work in the technology space over the past two decades, it is easy to look back at product development cycles driven by a never-ending desire to cram in customer-driven features, without a good understanding of why those features were needed and whether they were solving key problems or attacking symptoms.  It always felt like we were doing the right thing, but in hindsight, it was blind marketing. As Product Management systems improved and requirements development received more scrutiny, this situation improved.  Nonetheless, it is hard to see how the forest is changing when you are staring so intently at the trees. 

Christensen’s classic scenario is the company that dutifully enhances its offerings based on client input, ultimately creating bloated offerings with capabilities far exceeding what might be required of many or any buyers.  In the interim, a disruptive offering…something perhaps with fewer features and priced much lower (not always the case) can easily swoop in and…well, disrupt the market.  In essence, the well-managed, well-intentioned company created a vacuum that was filled by someone who understood the essence of the client’s problems…not just the features they were asking for.  (Think “Faster Horses” versus a new mode of transportation.)

The authors of the recent book, Tuned In, tackle this important topic by suggesting that a firm focus on developing Resonators, products or services that practically sell themselves.  Their six step process for creating a resonator and for Tuning In is in my opinion, a framework for avoiding the Innovator’s Dilemma that Christensen warns us about.

The design firm Ideo in their famous Deep Dive segment on ABC News showcase a process for design innovation that is what you might imagine a sociological dig would look like, as they follow and observe the various “buyers” of shopping carts in pursuit of understanding how this classic device could be grossly improved to better solve real problems.  While there is a fair amount of criticism of the “made for TV” nature of this episode, it offers some classic lessons in looking and observing to identify significant and perhaps even disruptive improvements.  Just asking a store manager or a customer about what they would like to see improved in their shopping cart may be insufficient for identifying what a shopping cart might actually be able to do.  Think cell phones and the iphone. 

The Bottom Line for Now:

My message here is intended as a cautionary tale.  It is good and right and noble to pursue increasing levels of customer satisfaction in your framework for operational excellence.  However, it is also easy to be misled by false signals, and sometimes those signals come from your customers.  Remember, they know you in a narrow context, so when they engage with you to talk about improving the Widgets that you make, they are thinking about you only as the Widget Company and as users of your widgets.  Their context is to give you ideas to improve your widgets. Just remember that it is quite possible that they don’t need a better widget or a faster horse. 

You need to build the institutional intelligence, the systems and of course the talent that truly focuses on understanding the unstated needs of buyers.  Of course, once you understand this, the real work of meeting and exceeding those needs as an organization begins. 

Career Growth and the Product Manager

I wear my respect on my shirt-sleeve for the many dedicated Product Management professionals that hold down what I believe is one of the most difficult and one of the most critical roles in today’s fast moving technology and B2B organizations.   (See my post: In Support of the Product Manager as MVP)  The individuals in these positions have a tremendous responsibility to provide guidance to the organization, often with little formal authority to translate this guidance into action. 

While admittedly biased based on my own PM and PM leadership experience, I firmly believe that these talented and well-rounded business professionals are potentially some of the most valuable assets in an organization’s talent pool.   Of course, realizing value from this talent requires a proactive approach to helping Product Managers develop some of the “softer” skills that we all know are important, but that we as leaders often overlook in our preoccupation with the day to day crises that can rule our lives.

Here’s my short-list of the skills that Product Managers cum Executives must focus on if they want to crack the ranks of senior leadership.  Given the fact that Product Managers are some of the only individuals that see the firm from the outside-in and inside-out, it is well worth it for Product Managers and their managers to steer development, and yes, training efforts towards these areas.

• Leadership: This is perhaps the stickiest or squishiest of all skill sets and yet developing context for the true role of a leader, understanding what it takes to build credibility and engender trust as a leader are critical lessons on the road to success.  Instead of generic leadership training, focus on an approach that emphasizes the development of key leadership skills and the application of these skills in a series of diverse leadership situations.  Ideally, any leadership development program for Product Managers will emphasize developing the skills and gaining experience for leading as an informal leader, leading horizontally and managing upwards.  (OK, again, I’m biased, but a manager armed with my book, Practical Lessons in Leadership and committed to creating a robust developmental program for their Product Managers is miles ahead of the manager sending their PM to some of the generic leadership training in the marketplace.)

• Strategic thinking.  Like leaders, strategists aren’t born and in most cases, they are made.  Few positions in a firm have the potential to contribute more to strategic thinking and strategy process creation and sustainability, than that of the Product Manager.  I was fortunate enough to enjoy early career mentors that challenged me to constantly think outside of my product, outside of my company and to look at the big picture, tune in to my various audiences and to develop and test strategic hypotheses while growing the business.  That is a very different way of thinking versus “what are the top 10 features that I can jam into my next release?”  Too many Product Managers don’t learn to look beyond their narrow scope (product, market segment) and all too many don’t grasp the importance of their role as a strategist in the overall firm’s plans.  Challenge yourself or your Product Managers to take an active role in educating the firm on the market and customer situation and proposing ideas to leverage the situation for growth.

• Communications Skills and Mastering the Art of Diplomacy.  Great Product Managers learn to speak the language of executives and they recognize that every encounter regardless of who they are meeting with, is an opportunity to build trust by understanding needs, creating shared perspectives and creating reasons for people and teams to move forward. The recent HBO miniseries, John Adams, based on David McCullough’s biography of the same name, shows the mercurial and aggressive Adams nearly destroying any chance to earn France’s support for the revolution, as he demands action and nearly destroys the hard-won credibility that Franklin had earned in several years of creating an understanding and developing shared-reasons to fight the British. The days of command and control leadership in the corporate world are generally over.  Developing a communication style that creates interest and fosters respect is essential for success.  Diplomatic skills to manage upwards, to manage across and to manage the generations and the various cultures via distributed teams are skills that will carry the Product Manager way beyond their mid-level role.

The Bottom-Line for Now:

Rather than coming across as picking on Product Managers for being deficient in leadership, strategic and communication/diplomatic skills, it is my intent to encourage them to proactively develop these skills.  It is remarkably easy to get caught up in the pursuit of day to day business and forget that everyday is a chance to advance your career.  If you are fortunate enough to have a great mentor, that is good.  If not, it’s incumbent upon you to take the initiative to create the experiences necessary for you to develop and fine tune these critical skills.  Your future depends upon it.

Ironically, Mid-Level Managers May Save Your Business

Ever since terms like reengineering, right sizing and downsizing became part of the corporate lexicon; midlevel managers have been taking it on the chin.  This once populous class has been synergized and right-sized almost to extinction.  Those that remain often struggle with spans of control as wide as the Golden Gate Bridge and limited authority that is constantly challenged from above and below.  I find it just a bit ironic (and appropriate) that this much-abused class of leader may just hold the key to surviving and prospering in tough times.

In a great article in the July 7. 2008 Wall Street Journal, entitled: In Search of Growth Leaders, authors Carr, Liedtka, Rosen and Wiltbank offer the results of their multi-year study of the role that midlevel managers play in fueling organic growth.  Their conclusion: "most companies have managers who can turbo charge results.  The trick is finding—and nurturing—them.  Read the article for some great insights on finding and developing these critical midlevel leaders. (And read my post: Management By Jane: Leading Effectively from the Middle for some additional thoughts.)

The Power of Great Managers in the Middle:

• Appropriately trained and armed, midlevel managers are directly focusing on strategy execution—they lead the teams that do the work that drives performance. If your organization is failing to execute on strategic objectives, look to the middle, not to place blame, but to identify what you can do better to help your managers succeed.

• As the article authors highlight, a tremendous amount of innovation comes from the middle.  In my own experience, the managers that fuel innovation are the ones that are relentless about creating the right conditions for their associates to succeed.   Breaking down barriers and taking the heat for bending the rules are common and comfortable tasks of the innovative midlevel manager.

• The most important talent scouts and developers are often found in the middle of organizations.  The savvy manager recognizes the import of identifying and developing emerging leaders, competent role players and potentially brilliant individual contributors. While top management might want the organization to become good at this talent scouting and development, like strategy execution, the majority of the heavy lifting takes place in the middle.

Five Ideas to Strengthen Your Support and Success In the Middle:

1. Change your perspective on the midlevel management layer.  Instead of looking
at the organization chart and seeing cost to be minimized or taken out, look at this group as resources to enable strategy execution, fuel innovation and scout and develop talent.  Quit broadening spans of control to the point of ridiculousness, and begin setting goals around strategy, innovation and development, and suddenly the cost perspective starts melting away.

2. Involve midlevel managers in strategy formulation...not just in rubber-stamping the strategy formulated by executives.  Remember, the people in the middle likely understand your customers and your organization's capabilities at a much more detailed level than those of you with V's or C's in your title.

3. Create systems to help midlevel managers experiment with and implement new ideas.  Provide key managers and manager groups with executive sponsors charged with cutting through corporate clutter to help get things done.

4. Reward successes, provide visibility and learn from misfires.  Easy words to write and speak, but realizing this environment takes discipline. 

5. Recognize the fact that new classes of virtual leaders...Project Managers and Product Managers have emerged over the past two decades to replace the former middle level.  These critical positions often carry tremendous responsibility burdens with little real authority across functional boundaries.  If these positions exist in your organizations, strive to create the sponsors, systems and infrastructure to allow them to perform.

6. As an executive, get over yourself.  No one said that you are required to have all of the answers.  It's a sign of strength, not weakness if you are emotionally secure and intelligent enough to recognize that your strength comes from your ability to get the best from willing contributors. Take the time to invest in reinventing your leadership style.

The Bottom-Line for Now:

The article referenced above is must reading for every executive looking to solve the challenges of how to fuel organic growth.  Innovation doesn't occur on command, and while good accidents happen (e.g. think 3M and Post-Its), hope as we all know is a lousy strategy. 

I teach, train and support midlevel managers in all forms of organizations and by and large, I find them generally miserable about their tasks and their ability to positively impact their organization.  The majority of their frustration stems from working for leaders that succeed in stifling the conditions required for innovation and execution to flourish.  The opportunity is in the middle...not the problem.  For the source of the problem, take a long, hard look in the mirror. 

Preventing Product Launch Failure: Watch Out for the Pitfalls!

G. Michael Maddock and Raphael Viton writing in the Innovation Engine column at  BusinessWeek online, offer a sobering look at the Ten Reasons Your Next Launch Will Fail.   From the propensity of companies to create solutions for unknown problems (Science Run Amok) to the recurring theme of teams convincing themselves that they can't miss (Death by Consensus), this insightful and witty column offers some priceless guidance for marketers, product and project managers and executives everywhere. 

Having been on the winning side of some great launches and the losing side of a few spectacular failures in the B2B tech world, I can relate to the problems that Michael and Raphael describe all too well.  Some thoughts based on my own experience:

• The Swiss Army Knife or Requirements Run Amok Product: This one finds erstwhile Product Managers (usually unseasoned) working hard to pack every possible feature into an offering in the naive believe that this Swiss Army Knife approach will create a stronger offering.  They did not understand their buyer's problems/challenges sufficiently, and they over-specified to compensate.

• The Offering Just Slightly Ahead of Its Time:  Yep, I made this mistake.  As Maxwell Smart would say, "Missed it by that much."  Followed by, "Sorry about that Chief."  By now, drinks were supposed to be poured by a Drink Tower robot in Quick Service Restaurants everywhere, saving a veritable fortune in labor and improving time efficiency.  My Drink Tower interface from the Point-Of-Sale system burned a lot of time and money.  It was really cool in the one site that actually tested a drink tower in 1996.  I hear that there are a few more sites now.

• The "We'll Release No Product Before It's Time, Except This One" Launch: This launch failure usually involves a management team that built their budget around a new product launch, only to see schedule delays cut into their nicely developed sales dream.  Pressured by the urgency of the situation and the upcoming Board meeting, a watered-down version of the product is launched and you can guess what ensues. 

• The Product that Won't Be Born: OK, maybe this is a cheap shot, but it's my column, and I get to offer at least one gripe to a development team or two that couldn't get its act together.  It's not always the Product Manager's fault!

The bottom-line for now:

Like the forward pass in football, there are a lot of things that can go wrong and only one thing that can go right: the pass is caught and the product launch is successful.   Successfully launching products requires the organization to be Tuned In to their buyers.  Solving a vexing problem in a unique way for a distinct group is a great starting point.  Creating the culture, systems and approaches requisite for a successful launch requires committed, focused leadership at all levels of the organization.  Establishing a high level of competence in product launch is table stakes for success in a world where opportunities are fleeting and  and product life cycles shrinking daily. 

Hmmm, now, if 5,000 locations save .2 people due to the automatic drink tower, the savings will be worth millions.  I wonder if it's time to re-launch that puppy?  I suspect that Michael and Raphael would advise against it.

Product Manager does not Mean Product Emperor (and other helpful suggestions for success as a Product Manager)

It's long been my opinion that the Product Manager has one of the tougher jobs in an organization (see my post: In Support of the Product Manager as MVP).  This position is one of those "all of the responsibility with none of the power" roles that grind up and spit out mere mortals with alarming frequency. 

There are a number of common mistakes that I've observed both new and experienced Product Managers make, that if understood and avoided, might increase the survival and success rate of this endangered species.  In no particular order, these common mistakes and hopefully, helpful hints, include:

Read Any Good Cultures Lately? Honing an Essential Career Skill.

Every organization has a distinct culture defined by its history, norms, values, and behaviors, and every team in an organization develops its own subculture.  Learning to read a culture and adapt your style to fit (or at least complement it) is essential to success regardless of your level or role.  It's also something that can be honed as a skill through increased awareness and consistent application of a few basic approaches.

How do Ideas Turn Into Actions in Your Firm? Hint: Check Your Leadership Culture

Seriously.  If you are at or near the top of the food chain in your organization, this is one of those perplexing questions that can have you staring at the ceiling at two in the morning, asking yourself, "Yeah, how do insights and ideas turn into actions in our business?"  and "Who is really responsible for new ideas here?" 

This is a particularly bothersome issue if you are thinking in terms of strategy and wanting to make certain that profound insights and ideas gained in the market are turned into actions that create value for your stakeholders. 

The Meeting is Never for Decision-Making: A Product Management Lesson I Learned at Matsushita

I will be posting from airport lounges this week, but before I head out, I wanted to relate a lesson about decision-making that I learned (the hard way) a number of years ago.  This was prompted by a discussion with a promising early career product management professional, "Bob," that had expressed frustration at the way decisions were reached in his company. I think that the lesson still holds today.

Towards an Independent Product Management Organization

Product Management's position in the organization is a topic that invites vigorous debate, usually around whether marketing or development should own the function. (Follow the posts, links and comment threads starting at On Product Management for some other perspectives.) While any debate about optimal organization structure can sound a lot like the radio and television sports shows where people argue fiercely over the greatest running back or quarterback of all time (there is no one right answer!), the PM issue merits some consideration.  Of course, the right answer may be, "It depends."