25Friday Product Guru Insights #3 - Janet Bumpas

Vision is The Heart of any Great Product Company

In the latest instalment of Product Guru Insights, I had the privilege of interviewing Janet Bumpas, a Silicon Valley veteran with extensive experience in product management. Janet's career spans three startups, one of which went public, another was acquired by eBay, and the third, in her words, "crashed and burned." Her journey provides a rich tapestry of lessons in product vision, customer insights, and the evolving landscape of product management.

The Heartbeat of Product Vision

Janet's passion for product vision is palpable. She describes it as the "beating heart" of any great product company. A compelling product vision, she explains, is about envisioning where you want your product to be in five to ten years and crafting an extraordinary customer experience. Janet highlights the importance of the vision storyboard, a technique borrowed from Walt Disney and later adapted by companies like Airbnb, to create a visual narrative of the product’s future.

"Your strategy is just a plan to achieve your vision," Janet explains. This approach not only aligns the team but also serves as a constant reminder of the ultimate goal. She emphasises that a strong product vision inspires and motivates, driving strategic decisions and ensuring everyone is on the same page.

One of the striking examples Janet shared was how Apple used a video in 1987, called the "Knowledge Navigator," to illustrate their vision of the future. This vision included touchscreens and avatars, concepts that were far ahead of their time. Apple's product releases over the years have consistently moved them closer to that vision. Similarly, Airbnb used storyboards to decide their strategic focus on mobile, recognising that their customers' needs could best be met through mobile technology.

Building Through Customer Insights

Understanding customer needs is another cornerstone of Janet's philosophy. She stresses the importance of deep customer discovery and the integration of real user problems into product development. This rigorous approach ensures that products are not only innovative but also grounded in real-world applications.

Janet's methodology involves gathering extensive customer insights and market trends before diving into product vision exercises. This data-driven approach prevents the creation of unrealistic visions and ensures that strategies are both ambitious and achievable. She warns against the "garbage in, garbage out" scenario, where inadequate customer understanding leads to poor product visions.

Janet recounted her early experiences where decisions were often made by the most persuasive voices in the room, rather than being based on customer insights. This approach, she noted, was flawed and led her to dive deep into customer discovery. Her shift to a more customer-centric approach has been a key factor in her success.

Embracing Agile and Empowering Teams

Janet's career has evolved alongside the rise of agile methodologies. From her early days in Silicon Valley to her current role as an independent coach and advisor, she has witnessed the transformation of product management practices. She advocates for empowered product-led teams that prioritise continuous discovery and delivery, fostering innovation and agility.

She recounts her early experiences where engineers were often sidelined in decision-making processes. Today, Janet champions a model where engineers and product teams work collaboratively, leveraging their problem-solving skills to drive innovation. She believes that empowering teams to own their processes and decisions leads to better products and more engaged employees.

Janet discussed the cultural shifts necessary for this empowerment, noting that in traditional settings, engineers were often seen as "third-class citizens." The rise of companies like Google and Facebook, where engineering is central to innovation, has shifted this perception. She emphasised the importance of integrating engineering insights into the product development process to ensure that solutions are both innovative and feasible.

The Dutch Product Scene

Now based in the Netherlands, Janet observes a growing maturity in the Dutch product management scene. She notes a significant shift in recent years, with more companies embracing the product operating model. Janet contributes to this evolution by coaching and advising a range of organisations, from startups to large corporations, helping them build better products.

"It's easier to build on a foundation of the product operating model early on," she says, highlighting the challenges of transforming established companies to this approach. Janet also discussed the diffusion of product management practices across Europe, noting that London and Stockholm were early adopters of these methodologies. She sees a promising future for the Dutch market as it continues to adopt these practices.

Advice for Product Managers

For product managers struggling to demonstrate the value of their craft, Janet offers pragmatic advice. She emphasises the importance of aligning product visions with business objectives and communicating in a language that resonates with executive teams. This involves not only understanding customer needs but also translating them into business metrics that stakeholders care about.

Janet shared her insights on navigating the complex relationship between product and sales teams. She acknowledged that while sales teams focus on immediate revenue, product teams must balance short-term gains with long-term vision. Her approach advocates for clear communication and collaboration between these teams to ensure that both immediate and future goals are met.

Conclusion

Janet Bumpas’s insights provide a rich source of knowledge for anyone involved in product management. Her emphasis on strong product vision, deep customer insights, and agile methodologies offers a roadmap for building successful products. As she continues to influence the Dutch product management landscape, her experiences and strategies will undoubtedly inspire many to navigate the complex world of product development with confidence and clarity.

To learn more about Janet and her work, you can visit her website or connect with her on LinkedIn.

Stay tuned for the next instalment of Product Guru Insights, where we delve into more fascinating discussions with leading product experts.

As you ponder about Product and explore the potential within your product management practices, remember that you're not navigating these waters alone. We, the 25Friday team, are dedicated to guiding tech companies through the maze of product strategy. With our expertise in consultancy and nearshore development, we partner with organisations to fine-tune their product vision, align their teams, and craft strategies that resonate in today’s dynamic market. Reach out to us, and let's work together to turn your product challenges into successful ventures that stand out in the tech landscape.