About The Book: #ProMa Product Management Tools, Methods and Some Off-the-wall Ideas

#ProMa Cover

Based on his popular blog, Dinker Charak brings a collection of tools, methodologies, and some unexpected approaches to Product Management. He also talks about his entrepreneurial journey from the eye of a Product Manager and discusses the strategy and its failures.

Available as Kindle eBook

Early Praise for #ProMa

Sriram Narayan Agile IT Org Design ProMa Dinker Charak
Dinker offers an enjoyable potpourri of helpful advice and ideas from his experience in consulting and his experiments with building products.

– Sriram Narayan, Digital-IT management consultant, ThoughtWorks & Author Agile IT Organization Design
Sriram Narayan Agile IT Org Design ProMa Dinker Charak
Dinker is a magician — in a crisp book that is light and easy to read, he has packed in more than a semester’s worth of high priced B school education, and several years (and many dollars!) worth of lessons from a startup. Pick it up, you will not be disappointed.

– Naren Nachiappan, Co-Founder, Jivox
Devangana Khokhar Gephi Cookbook ProMa Dinker Charak
A brilliant resource for all consultants, irrespective of the role they are in, and not just Product Managers. Dinker has poured his years of experience into this one book. He covers entire life cycle of a product/business evolution and introduces a lot of handy artifacts – checklists, frameworks, tools, etc. – that can be readily used at various stages of evolution. He sheds light on the real-life charms and challenges of building a product and does so in a simple yet eloquent manner. Keep an open mind and give this book a read – you’ll later on thank him for providing a wealth of knowledge on the topic.

– Devangana Khokhar, Senior Data Scientist & Strategist, ThoughtWorks & Author Gephi Cookbook
Dinker is quirky, interdisciplinary and full of real-world wisdom. The same could be said of this breezy new book on Product Management.

There are plenty of simple ProMa tools you can use every day – ‘Product in a Box’ and ‘Five buckets of Product Management’ stand out. There is also the philosophical exploration of the subject through lenses as varied as Indian materialism, Francis Bacon (he of the scientific method), and Rene Descartes. Most remarkably, there is a vivid tale of a failing startup – something any product entrepreneur will benefit from.

If you’re a product manager or work with these sometimes-mysterious creatures, take a copy on your next flight. You’ll have a spring in your step when you land.

– Nagarjun Kandukuru, Principal Digital Strategist, ThoughtWorks
"Who is my customer? Everybody, anyone you can think of—"

"Who is my competition? Amazon, Google, Netflix— (add any popular name in the Silicon Valley)."

"Who am I? I am a technology company who happens to do X (the industry this company should be in, till I probably walked in)."

This is what I keep hearing from the C-Suite at the clients I am engaged with.

In this world of needing and wanting to reinvent (or else—you are doomed), the most common response I have seen people resort to is by saying we have moved to a "product organisation" or an "experience organisation". This, no one will argue, needs change.

However, Dinker continues to argue that the challenges lie in the core philosophy. It’s not an easy journey. I can guarantee you will fail if you thought reading this book will solve the challenges of "product thinking".

But here lies a great starting point from a great product philosopher, thinker, transformer, doer and practitioner, and above all, a great colleague and a friend.

Read on, but engage with him when you get a chance. He will not fail to surprise you.

– Sagar Paul, Client Services – Strategic Accounts, at ThoughtWorks

Why the Book #ProMa and Why Now?

Product Management is an accidental and a new role. It is gaining importance as a pivotal for a Product based business. Being new, there are no set definitions, job descriptions or even well-known educational courses. In fact, in IT industry, Product Managers come from the most diverse set of background and may not always be technical or even have an MBA.

As opportunities for Product Managers grow, it is natural that consulting organization start offering this as a consulting role. This increases the complexity of the job.

As the role evolves, all this leave a new-comer with lots of questions about how to go about the job.

This book is based on the real and personal experience of being in this role in a variety of situations and draw upon the experience and output of last decade. Thus, the book also presents an opportunity to establish some Thought Leadership in this domain.

About the Book #ProMa

“Based on his popular blog, Dinker Charak brings a collection of tools, methodologies, and some unexpected approaches to Product Management. He also talks about his entrepreneurial journey from the eye of a Product Manager and discusses the strategy and its failures.”

Each chapter is complete in itself and focused on a specific theme. Some chapters may rely on concepts introduced in details in a previous chapter. However, a reader can still benefit from it without know details from the earlier chapters.

Some ideas are results of extended discussions, an opinion sought or a point-of-view constructed for a client. All of them are the result of sincere effort to produce something useful and usable. And at times, something unique.

The book is divided into three sections.

The first section (chapters 1-6) is about various tools & methods I have created and used for Product Management. These include the Product Management Canvas and the Product workshops I run.

The second section (chapters 7-18) is about various thoughts and ideas that I have around what it means to be a Product Managers and around Product Management.

The third section (chapters 19-26) is about entrepreneurship and based on my experience as a founder who hasn’t succeeded yet. It also has some ideas on team building, mainly around a novel concept of Dirty-Work Group.

Key Takeaway from the Book #ProMa

The book covers the entire lifecycle of a product/business evolution and introduces a lot of handy artifacts - checklists, frameworks, tools, etc. - that can be readily used at various stages of evolution.

There are plenty of practical ProMa tools you can use every day and also the philosophical exploration of the subject through lenses as varied as Indian materialism, Francis Bacon (he of the scientific method), and Rene Descartes and Sociology.

Who is the Target Audience For the Book #ProMa

The First Timer:

Has a tech, business or design background. Is now a Product Manager for a B2C product. Is poly-skilled enough to get the job but worried if is knowledgeable to pull it along.

An Experienced ProMa:

Has been a ProMa in an Enterprise that is building a B2B product. Has done MBA and/or has a technical background. With the expectation of B2B products to respond to market at speed of startups and with Usability of B2C products, is looking for ideas on how to reinvent the attitude towards this job.

An Entrepreneur / Founder:

Realising that a Founder is the first Product Manager of the startup’s Product, the Founder wants to ensure a proper approach is taken and not detail falls through the cracks and is looking for tools and checklists to ensure all basis are covered.

Business Folks:

ProMa help monetise a business opportunity via a Product. For key business owners, it is important to understand what a ProMa does and how does a ProMa think. This book can help them understand the variety of aspects of a ProMa, gain a better appreciation and establish meaning and deep partnerships.

About the Author of the Book #ProMa

#ProMa Author Dinker Charak

Dinker Charak has over 17 years of rich, diverse experience in the software industry building products that matter.

During his career, he has built software products that have been part of Real-time Operating Systems, Paperless Offices, Home Automation, help develop Online Video Ads business and founded a startup. Dinker was worked at Fermilab (US) and contributed to CERN (Switzerland), two top research lab that conducts basic research into particle physics. He holds a patent in Advertising Technology.

As personal interests go, Dinker holds Product Management Workshops for startups in collaboration with IIM Ahmedabad, CIIE, NASSCOM's 10,000 Startups and ThoughtWorks.

Dinker has done Master in Computer Application from International Institute of Professional Studies, Devi Ahilya University, Indore, India.

Amazon: https://www.amazon.com/author/ddiinnxx

Blog: http://www.ddiinnxx.com

Facebook: https://www.facebook.com/dinkeratwork

LinkedIn: https://www.linkedin.com/in/dinkercharak/

Professional Profile: https://www.thoughtworks.com/profiles/dinker-charak

Twitter: https://www.twitter.com/ddiinnxx

YouTube: https://www.youtube.com/playlist?list=PL_IUZYlwwD4F1ZZ_BKU7FD3ll0BJS7rBr

The Edge of Product Management: Talk at Institute of Product Leadership

Product Management Talk Institute of Product Leadership

I gave a talk to the students of Executive MBA at Institute of Product Leadership, Bangalore on 19th Nov 2016. It was a conversation around Product Management, industry practitioners approach to it and what’s new in this domain.

I also shared some new ideas I am toying around with and sought the feedback. It was a lively discussion.

SlideShare.net: http://www.ddiinnxx.com/slideshare-edge-product-management/

SpeakerDeck: http://www.ddiinnxx.com/speakerdeck-edge-product-management/

YouTube: https://www.youtube.com/watch?v=Qvp-I-vymp0


Competition Analysis in 3 Simple Steps

Article on Competition Analysis

Want to get with Competition Analysis in 3 Simple Steps? Yes, only 3 🙂

Step 1: Being Competitive Means?

What does it mean to be competitive? What is the purpose of competition? And finally, when all does it mean to compete? Every business needs to be clear on these questions.

I have used this very often with the client to get them to focus on right competition and the expected outcome of being competitive:

Competitive Advantage

Step 2: Listing Competition

Competitive landscape is a spectrum. Not all competition is a threat. We need to list our potentials across the whole spectrum. I have used following 4 heading to help clients list out competition.

Competition Analysis Spectrum

Step 3. Competition Deep Dive

Identify key competition(s) from each block and do a deep dive. Here is one canvas to help structure it:

Competition Analysis Canvas

Conclusion

To revisit some thoughts:

  1. Be clear why business need to be competitive and expected outcome
  2. Competitive lanscape is a spectrum
  3. Not all competition is a threat (at a given point)
  4. Identify competitions from each block on the spectrum and do a deep dive

Product Management in Context of Consulting

Product Management Context Consulting

This is how a fellow ThoughtWorker, Saurabh Goswami summarised my talk on Product Management (reusing so I do not have to think):

“Dinker Charak was up next with his very insightful commentary on Product Management in the Context of Consulting.

Linking concepts such as five buckets of product management and the importance of Sociology, he also wove in interesting anecdotes from his own experience as a product head and the balancing act that needed to be done between the product vision, team and the VC/promoter.”

I talked about the 5 Buckets of Product Management. I also talked about Product Thinking while introducing my ideas on a Product Manager being a Product Sociologist and a Product Psychologist. I ended the talk by talking about my personal experience of being a off-shore Product Manager.

Product Management in the Context of Consulting by Dinker Charak – on YouTube, on Speaker Deck and on SlideShare:

The Product Sociologist

product-sociologist-product-psychologist

“A general definition of sociology is the systematic study of human society, culture, and relationships on a group level. So basically sociology looks at the ‘big picture’ on the group level.”

“Sociology is the study of human social relationships and institutions.”

“Sociology is the study of social behaviour or society, including its origins, development, organization, networks, and institutions.”

Sociology, to me, is the study of how humans interact with each other, the relationships that develop, how these relationships form groups, how these groups interact with each other and this keep going on.

As Product Managers, we should always be aware of the ‘nature’ of our product, how it interacts with other products and what sort of grouping it form with the ecosystem that forms around it.

This, to me, is very important as we need to know how our product is doing out there in the wild world and how users are making it interact with other products we may not even be aware of.

As Product Managers, we should be thinking and acting as Product Sociologists.

In a similar vein, we should also look at our product as an entity in itself.

For a software product, it is easy to know how it was built, the architecture, current bugs and any intricate detail. Most of the time the Product Manager is part of the building process.

However, Product Managers should be able to abstract all this out and look at the product at its entirety and as atomic. That the product is sufficient. That the product can stand on it own. Once we do that, a crash, APIs, certain bug-feature, etc. describe the nature and quirkiness of a product. They become part of the product’s personality.

As a Product Managers, we should also be thinking and acting as Product Psychologists.

And there is at least one role model! Susan Calvin, the famous Robopsychologist!