ðââïž You didn't fail, your product did. Susana Lopes, Senior Product Manager @Onfido
Summary
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Takeaways
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Mindmap
Keywords
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Highlights
The speaker's first feature was met with universal dislike due to session timing issues.
Their first major project was only utilized by a single customer.
The speaker's initial product failed to meet growth targets and was overshadowed by their LinkedIn profile's success.
The concept of 'shadow couriers' is introduced as the unspoken failures that lurk in one's career.
A personal narrative is shared to illustrate the evolution of the speaker's relationship with failure.
The speaker's grandparents' resilience and success in the face of adversity are highlighted.
The family's expectation of success and the pressure it put on the speaker are discussed.
The speaker's early career at Huddle and the pressure of meeting quarterly commitments are described.
The negative impact of focusing on shipping on time rather than end-user impact is explored.
The speaker's transition from 'failure is not an option' to 'fail fast and early' in product development is detailed.
A strategy for de-risking product development by understanding end-user problems is shared.
The importance of user testing in the product development process is emphasized.
The speaker's experience with the Android app and the challenges of meeting growth targets are discussed.
The realization that personal failure is not the same as product failure and the need for emotional resilience.
The speaker's journey to separate self-worth from product outcomes and the benefits of doing so.
Advice on creating emotional resilience and a healthier relationship with failure in product management.
The importance of distinguishing between personal and product success metrics to maintain emotional distance.
Encouragement to view failure as an opportunity to improve and the speaker's personal mantra.
The conclusion with a call to action to not let fear of failure hinder career progression.
Transcripts
today I'd like to tell you about my
career this isn't so far in my first
month I shipped my first ever feature in
my first year I shipped my first ever
big project and fast forward to today I
work with multiple teams in a company
where products that I look after working
and growing 10 times year-on-year twice
this is also my career not so good now
huh my first ever feature was hated by
everyone
no one likes sessions timing out my
first ever big project was only ever
used by one customer the product I
created from scratch didn't reach its
growth goals and it was can't behind our
pristine beautiful LinkedIn profiles are
the spots of sore failure the bruises
they're dare they're hidden and we never
talk about them and we all have them
this is what I call our shadow couriers
they're lurking there and we never talk
about it so that's what I want to do
today I want to tell you about my shadow
courier so we don't really talk about
shadow careers because there are
essentially stories of failure right so
to understand my relationship with
failure I want to go back I want to go
back to my grandparents and why does
this matter to you I want to tell you
how my relationship with failure has
changed over time
oh it's made me a braver stronger bolder
product manager so that hopefully you
two can do the same so let's go back to
my grandparents shall we here they are
these are my grandparents Cecilia and
Claudia they grow up
in Portugal at a time where most people
had a fourth-grader education they faced
an oppressive regime under the
dictatorship of Salazar Cecilia and
Claudio didn't just finish 4th grade
they went on to become primary school
teacher and a headmaster for them
failure was just was just not an option
and they succeeded over and over again
despite adversity so when they had
children my dad they passed us on to him
here's my dad looking rather cool and my
mom my parents were the first people in
our family to ever go to university and
not only that they went on to get PhDs
in computer science overachieving every
step of the way you see in my family
success was just expected my mom used to
say to me like her dad used to say to
her my job is to put food on the table
your job is to get good grades I grew up
with this amazing magnet from the Apollo
13 mission on the fridge door every time
I wanted some milk every time I wanted
some orange juice failure is not an
option so in the first phase of my
career
this is what I took with me failure is
not an option and this is where he got
me
so let me tell you how I got here the
first products I ever worked on fresh
I'd out of university was the huddle iOS
app and at a time at huddle and this
thankfully as long since changed we had
something called cordially commitments
and quarterly commitments are really
great and really useful tool for our
salespeople they are a set of features
of product managers commits to
delivering on time during that quarter
and it allowed them to sell things that
didn't exist yet how great for them so
you can imagine that this stuff was
being promised to customers and missing
the end of quarter deadline was a big
no-no so here I am failures not an
option
quarterly commitments what do I do well
success is shipping on time so I double
down on estimating months and months of
work so we could ship on time estimating
everything upfront so we could only
commit to the things that would make it
to the deadline so we could not fail in
practice this meant I was locking my
team in rooms for hour is excruciating
over months and months of work I would
cut scope as a deadline approach like
Matt I drove our darest designer Rosanna
insane as I cut down removed all the
light everything that could put our risk
the fact that we were gonna make it on
time for that deadline so Christmas
comes around and the UK we have this
thing called Secret Santa I don't know
if you heard of it
essentially your colleagues put
everyone's name in it in a in a in a
Santa hat and you take it out and there
you have it someone
then you have to give a secret presence
to and maybe you've guessed it this is
what I got
I got this wonderful mug in my Secret
Santa and I still don't know who gave it
to me
by thinking that failure was not an
option I chose the easiest definition of
success shipping on time it's far easier
to ship on time than to actually have an
impact in your end-users and your
customers and your business by obsessing
with meeting this ultimately arbitrary
deadline I was starving my colleagues of
experimentation time of learnings I was
alienating them and getting amazing
passive-aggressive Christmas presents as
a result by not allowing ourselves to
fail we're not allowing our teams to
fail we're creating this high-pressure
environment where people wilt instead of
flourished my invitation to you is to
revise the pressure you put on
yourselves and on your team's not to
fail reflect on how that pressure might
be clouding your judgment just like it
did mine into focusing into an easy
success metric like shipping on time
rather than the most important and real
metric of business and end-user impact
so fast forward a year or so into being
a product manager I was asked if I
wanted to take on our Android app it had
been built a couple of years ago by some
contractor and it was really
embarrassing it was becoming more and
more of a requirement to close deals so
by this time I was really keen to show I
had learned I was keen to show that I
was ready to move on from my dictator
mug base so failure is not an option was
begrudge idli set-aside for something
closer to fail fast and early and it
wasn't really clear to me yet how I was
gonna do that in practice but everywhere
I looked everyone I talked to everything
I
red said this is how you build
successful products so I was really keen
to give it a go so release schedules got
replaced with objectives and key results
and I was ready to fail fast and early
de-risking as many aspects of the
product as I could so to do this I
created this mental map of the reasons
of why products fail now being a b2b to
be company huddle had historically
struggled with speaking with the end
users that we're going to use our
product as opposed to our buyers who we
knew really well we often many layers
removed from the person actually
delivering and receiving the impact we
wanted to for them so for me this was
the biggest risk I wanted to know that
the problem did exist for those people
so I did this in a sneaky way I went
into our database and looked at all the
users that I'd recently accessed the
huddle platform on a web browser from an
Android phone and I sent them something
that at the time was very fashionable a
clickbait email can you help
I was really told off our sales team our
customer success team
susannah you just can't get in touch
with customers like that I've been in a
meeting I didn't know you talked to them
oh my god anyway it worked
people responded people are really
enthusiastic to talk to us and they were
willing to share with us the problems
they had and what they wanted to do when
they were accessing the web on their
Android and all those conversations
turns into us being able to very clearly
articulate what problems they had a
salesperson needed to access material
shared by their team while in between
meetings someone wanted to approve a
file to unblock their colleague back at
the office while they were traveling
and it went on and I filled a wall with
post-it notes and I said the problems
exist next up I wanted to de-risk
usability and discoverability and we did
this with loads of user testing and we
got things wrong we failed and then we
fixed it and we did this without
shipping any code and I was so proud til
Facinelli
yeah I'm doing it and next we wanted to
make sure it was feasible so we built
the smallest possible app and in our
release notes because we knew it was the
smallest possible app we managed
expectations and we said we promise
there'll be more goodness to come later
and we booby-trapped the app with
countless analytics and I anxiously
measured our active users and core flows
so there you have it
everything's ticked we can go we kept
shipping and we kept growing always
failing fast and validating usability
beforehand and things were amazing until
well the numbers stalled we kept
iterating we kept trying to solve
different more complex use cases we
thought this this is the thing this is
going to unlock more value this is going
to bring more customers to our product
and nothing worked we had failed early
and now we were failing late our product
just wasn't meeting our growth targets
and I looked around I just couldn't
understand why
the engineers were shipping every week
in a company that had historically been
shipping every month
the designers we're speaking to
end-users in a company that only ever
talked to buyers it must be me right my
product failed I failed and this was a
particularly low point right
I cried in a bathroom I ran to a church
and cried I'm not religious I was crying
not because my product had failed I was
crying because I felt I had failed my
sense of self-worth and my products were
one in the same
I was conflating product failure with
personal failure and I was burning out
and it's not like I wasn't ready to fail
in small ways I knew this was celebrated
I knew this was valuable but I wasn't
ready to fundamentally fail and while
now you know I can look back at why
products fail and go
yes Susana the problem did exist but you
didn't validate that it existed for
enough people or frequently enough but
at the time this didn't even feature on
my map because your experience massively
affects your ability to diagnose what
products fail and if you can't explain
it rationally you might as I did slip
into the irrational and just spiral into
a crazy of self blame and then a lack of
emotional resilience really holds you
back because the career in product
management is
just a ladder really from low complexity
to large complexity from cert from
certainty to uncertainty you might start
out small like I did with a small
feature then maybe you have multiple
features maybe you went to a new market
maybe you start your own company and as
you go up the harder and harder it is to
validate upfront that the bets you are
taking are going to work the more you go
up the more likely it is that you will
fail in bigger more spectacular more
public ways without resilience you might
burn out at one of the earlier steps in
the ladder like I did without resilience
you might be too scared to even take the
next step up I hope that my sharing my
story with you today
you can think about how to best create
emotional resilience in your work as a
product manager I hope you can develop a
healthier relationship with failure one
that works for you and that removes the
fear of big bets and helps you take that
step up the ladder the way that I did
this was to get another magnet you
didn't fail your product did and it's
not like I don't create disappointing
products anymore right
my shadow career is still alive and
kicking I don't feed oh the product I
created that won us our first ever Bank
turned out to be relatively niche but I
no longer feel like I'm personally a
failure I have separated my self-worth
from my products one way I did this was
by creating separate success metrics for
each my personal success success metrics
are things like what kind of impact am I
having in the world how am i doing on
this ladder
whereas my product success metrics are
more traditional things like key
performance indicators objectives key
results to create emotional distance I
am my products worst critic I can list
out an excruciating detail why why every
single one of the products I manage
today
sucks and this was something I just
wasn't able to do with the iOS or
Android apps I was too in love with my
work they were too tied to my sense of
self-worth and the products I work on I
don't feed oh these products I so
harshly criticize well they're currently
experiencing 10x growth and they are by
anyone's standards successful products
building value for thousands of
businesses and millions of users but
they are not me and they're not perfect
I went from a black-and-white success
and failure to actually seeing the grace
my products serve a purpose they succeed
at certain things they fail at others
and that's ok and if their time comes to
die
then they shall die and I will still
continue to grow as a product manager
with every product failure with every
product death my map of why products
fail gets busier my ability to diagnose
what makes a product fail gets more
accurate I'm more effective at reducing
that risk and when things get tough when
I'm tempted to shortcuts back into her
rationality I look back at my fridge to
help me bring back to rationality you
made the best possible decision with the
data and skills you had at the time you
are not your product you didn't fail
your product it so here's my advice to
you here's how I hope you too can fail
forward unafraid of your shadow career
boldly taking higher bigger steps of
that career ladder don't let fear of
failure trick you into choosing an easy
success metric like shipping on time
give yourself and your team an
emotionally safe space where failure and
learning are encouraged and if you can't
get that to happen if your company won't
support it find one that does separate
product success metrics from personal
success metrics build emotional distance
from your work by being your products
worst critic treats barak failure as an
opportunity
to sharpen your failure diagnosis tool
build up that map experience all of
those failures and finally be kind to
yourself find an effective mantra
whatever you need to put on your fridge
remember you are not your product thank
you
[Applause]
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One of the Greatest Speeches Ever | Jeff Bezos
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