Want to build products that make an impact, driving growth and outcomes for your users?

The data-driven product decisions workshop will help product managers and other product practitioners level up their product leadership skills. Expect to work through collaborative exercises with alongside other smart, creative product leaders who want to enhance their skills at both identifying the right products and features to build and building the support to do so.

What will participants learn?

  • A step by step process for evaluating an idea to determine if the company should invest, persevere, pivot, or sunset.
  • How can you find the strongest product growth opportunity?
  • What discovery techniques will help you answer the most important questions?
  • How much qualitative vs quantitative discovery should you do?
  • How can you check your own biases and keep an open mind?
  • Which users should the product target first?
  • What metrics should you look at to determine if you’re on track?
  • How can you influence the product strategy behind your directive?
  • What questions can you ask to push your colleagues to take off their rose colored glasses and get real?
  • How can you communicate your discovery findings to change minds without bruising egos?

Why are you teaching this workshop?

At Shutterstock, I successfully made the case to shutdown Skillfeed, an internally launched startup in the online education space. Next I led the launch of Shutterstock Editor from prototype to successful public beta in 3 months, generating praise from the target users who loved that it saved them time. Then I followed it up with a validated roadmap to support an increasing amount of valuable customer outcomes for a wider audience and a resource plan to scale the team 3x so that we could deliver on the original vision as fast as possible. By the end of Shutterstock Editor’s first year, the team had earned a reputation for continually delivering valuable improvements and product usage had grown 10X from its first month.

Since then, I’ve helped startups like Plectica, GoCoach, and YourBase.io, growth companies like the Lean Startup Company, and enterprises like Weight Watchers and Toys “R” Us figure out which product growth opportunities they should pursue and build the teams to deliver on their goals. I believe that the best product leaders are not only good at building new products, but also at recognizing when resources would be better spent elsewhere. I love sharing these learnings with product leaders who practice these entrepreneurship skills, whether in startups, scaling companies, or enterprises.

How is the workshop structured?

The majority of this one or two day workshop is made of group exercises, interspersed with product principles, examples, and case studies. The one-day workshop is a rapid tour of my process for identifying the biggest product growth opportunities and planning high impact experimentation. The two-day workshop allows us to dive deeper into the specific experimental techniques and common pitfalls in planning research and synthesizing insights. The workshop is best in person but I can also facilitate remote or hybrid workshops.

Who should attend this workshop?

The workshop is ideal for startup founders, product leaders, marketing leaders, product managers, product designers, product marketers, user experience designers, user researchers, engineering leaders, data analysts, operations managers, and other product practitioners looking to level up their skills at product strategy and design or driving internal change.

Whether you just got started in a new job, got a new assignment from your boss, or have been developing a sense that your existing product needs a change in investment or direction, this workshop for product leaders will equip you with tools and techniques you can use to build agreement as you build out your product strategy and roadmap.

What have past workshop participants said?

This is the kind of workshop I’d do on my own, even if my company doesn’t sponsor me.
I felt the workshop was structured well, dividing us into groups, having us work silently and then collaboratively. We were constantly building on top of the previous work. I found it very useful! I think it would also be beneficial for strategists and product marketing managers.

– Moises Eskinazi, Columbia Business School MBA Candidate and DigitalOcean Product Manager

I really enjoyed meeting the other workshop attendees and getting an extended view into Holly’s product opportunity assessment process.

I especially liked how Holly broke the guidelines down into digestible chunks for the break out sessions and built them back up together in the discussion. I also liked the format of a case study with her work at Shutterstock as examples. Felt free but not scary!

– Grace Tuttle, Design Researcher & Strategist

I really enjoyed the workshop – the topic was one I feel like I am faced with more and more these days.

I liked the way Holly did the product opportunity assessment, so I walked my team through some of the exercises to apply to a project we’re working on now. It helped us to focus our experimentation.

– Joe Lalley, Head of Product Management and User Experience Design at PwC, User Experience Design Instructor at General Assembly

Who else attends these workshops?

Part of the value of an in-person workshop is the chance to meet others working through similar problems within different organizations. Past workshops have included participants from enterprises, nonprofits, and high-growth tech companies across a variety of industries, including:

How can I attend this workshop?

The next public workshops will be in New York City in Spring 2019. If you want to be among the first to know when the dates are scheduled, join my e-mail list.

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I am also planning an online version. If you’d like to join the beta group, please fill out this brief application so that we can make sure it’s a good fit for you and we’ll be in touch.

I also host workshops like this for companies. Your teams can get the most value out of working through the exercises together on real problems that your business is facing. Book a time to talk with me about customizing it for your company’s needs.