Book Review: Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs by Craig Stull, et al.

Product managers are the jacks-of-all-trades living behind the great and the ordinary products all around us.  They are in charge of the product’s position in the market, its features, and ultimately its profitability.  One of the biggest challenges is crafting a product that truly strikes a chord with an audience, immediately feeling comfortable. The authors of Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs describe a six-step process for creating a products that do just that, using several case studies as well as personal experience to illustrate their points.

The six step process is as follows:
1. Find unresolved problems
2. Understand buyer personas
3. Quantify the impact
4. Create breakthrough experiences
5. Articulate powerful ideas
6. Establish authentic connections

The authors are thought leaders with Pragmatic Marketing, a highly-regarded consultancy in the world of product management.  They teach a proprietary framework of 37 elements of product management which at a high level describes the process of identifying a market, finding problems in that marketing, developing solutions and bringing them to market.  In the framework, while not diminishing the importance of the others, Tuned In focuses on the identification of market problems, requirements, use scenarios and positioning elements to illustrate the point that only by interacting with existing customers and prospects (tuning in) can one identify the problems people are willing to pay to solve.  Products that do not solve a problem people are willing to pay to have solved, in Pragmatic’s view, should not be developed.

Tuned In is written in a highly readable style that is short on jargon but long on stories that hit home.  A prime example of a “resonator” from the book is Zipcar, which the authors point out solves a need for a market that had not previously been met by any existing car rental company: the urban dweller who needs a car for a short time.  In a recent article in Money magazine, stalwarts Ford and Hertz are cited as wanting “in” on Zipcar’s market–one which they had failed to observe and fill at any point in their long history.  [It can be argued that companies like Ford and Hertz may have considered a car-sharing market but decided in self-interest NOT to fill it; the article claims that for every shared car, 20 are taken off the road, which is not good for the traditional car business]

This is a very common-sense book that is not hard to understand, but at the same time does not delve into extreme detail on topics such as market-research; academic analysis is not the point of Tuned InTuned In is “tuned in” to the fact that product managers need a simple, easy-to-understand process to “tune in” to their markets.  And, on that, the authors deliver.

The start of a new decade

I always find it interesting to watch the amount of hope people put in the annual New Year celebration. After all, every day is a “new year” since the previous “same date” in the last year. Much like the “today is the first day of the rest of your life” meme, there really isn’t a grand meaning to a specific day except for that meaning which we assign intentionally.

It is, therefore, the intention that matters.

A lot was made that the new decade begins this year; much has been made of this being the decade to follow Y2K. I think more might’ve been made of this had the energy not been so strongly focused on turning the page. The 2000s were dominated by terrorism and great political hostility between both major parties–and though I did marry the love of my life and move to a great new city in 2008/2009, the fact that I did not meet my own career expectations combined with the political environment means I am greatly happy to have woken up today in a new decade.

I see a LOT of people happy that 2009 is over, and I am definitely one of them. 2009 was the first full year after the fall stock market crash, and was notable for real estate values and jobs falling off a cliff. Lots of negativity surrounds President Obama, both from Republicans and from those who supported him and who are now watching him in action. Thankfully for everyone, the economic hemorrhaging seems to have stopped, but we are not healthy. Many are jobless for extended periods, and some of them are starting their own enterprises. As I mentioned above, the years prior to 2009 were filled with terrorism and malice between the major parties–so the environment/climate was highly negatively charged. Good riddance, I say.

Personally, I’m recovering from a year of fatigue–I moved from Atlanta to Austin in January and feel as if I’ve been catching up on work ever since. 75-80 hours a week has been standard, ranging up to 90, and after a full year I’m emotionally and mentally worn. The two weeks off for the holidays has been quite welcome and needed. It’s given me some perspective on life and on my goals for next year. Next year, I will not work 80 hours per week the entire year–that’s insane. I will be better about time management; my weekends will include more time for my writing, which is the foundation for my side business which I’ll be developing in 2010 in whatever time I have available. It will also include more time for my spouse. I cannot live another year as a slave. My move into product management has given me a much better feel for marketing and sales, and by utilizing this in my side business, I am hopeful I can begin to reach the goals I set for myself when I obtained my Master of Science degree.

Is the calendar entirely arbitrary, though? My birthday happens to be at the end of 2010, and it’s my 40th. Objectives in my mind are linked to my age rather than the arbitrary year: “my 30s” rather than “the 2000s.” At the same time, the first day of my 41st year is really no different than the last day of my 40th. But I intend it to be more meaningful. I set certain goals for my 30s, so my 40th birthday is the milestone I set for myself. The new decade begins with great hope; I hope my 5th decade on this planet begins with me being a bit closer to reaching those goals.

Published on Blogcritics.org.

The 2009 New Orleans Saints

No news here, New Orleans has been going ape over the Saints. Announcers talk about the unique bond between professional team and city, but they don’t truly understand. Years and years of heartbreak are involved, but they don’t explain the amazing passion that’s taken over the city. Yes, it’s the team’s first 13-0 start (followed by 2 losses) but it’s a rare city that will turn out in this way for any pro team.

This article on ESPN.com paints the picture far better than I can.  Locals cite it as one of the few that truly “gets” the city and its relationship with the team.  In the article, Wright Thompson states

“The Saints aren’t encouraging people to rebuild, or providing comfort to a wounded city, or any of that. They are showing the world what has been rebuilt.”

New Orleans is a prideful city, one that looks back on its glory days in the mid 1800s (1840: #3 in the US in population) and, because of its myriad culinary and cultural amenities, still thinks of itself as one of the world’s great cities.  Other than the crime, the residents are largely correct.  There’s a burgeoning technology sector and entrepreneur network building the next generation of New Orleans startups.  As the city continues to recover, they see the Saints as representing New Orleans on the national stage.

The fans, further, feel part of the team’s success–in fact, the fans take pride in being the loudest NFL stadium.  I recall attending games in my high school years where fans would pound on the metal panels along the very top of the top deck, and fans at lower levels would pound their seats up and down in order to add to the noise.  Peer pressure coaches you not to attend if you’re not going to be loud!

All this is to say, if the team doesn’t recover from its recent death spiral, the Mardi Gras season will be much subdued – Mardi Gras is 9 days after the Super Bowl, and Drew Brees is riding as king of the Krewe of Bacchus 7 days after the Super Bowl.  That was choreographed as an unofficial victory parade, no doubt.

Fingers are crossed….

Rededication to Writing

Spending time over the holidays has allowed me to remember that I really enjoy writing. The sad part is that I haven’t done enough with it.

  • In my graduate school days, I co-authored a paper with my professor that was published in an academic journal.
  • In my QA positions, I frequently wrote detailed defect reports, documentation for the support representatives, and served as the liaison with the documentation team while they rewrote the user manual for our software.
  • In my product management days, I have consumed great volume of input to identify and document user requirements, workflows, user stories, and other artifacts necessary to have a solution built.
  • In the mid 2000s, I dabbled in blogging but did not keep it up.

The constant here is that one of the things I enjoy most–and get frequent compliments for–is my writing.  I hereby resolve to develop this skill further in 2010.

I enjoy writing.  I am a writer.

Music Review: Kat Edmonson – Take To the Sky

Austin, the self-professed “Live Music Capital of the World,” has a surprise in store. Well known for folk and blues, there’s a new rising star in the Capital City in the genre of jazz — traditional, vocal jazz. Her name is Kat Edmonson, and with her new CD, she is inviting you to Take To the Sky.

Readers may have heard Edmonson’s voice before, as she appeared on American Idol in 2002 singing Peggy Lee’s “Fever.” Unfortunately, she was not to advance.

On her debut album, Edmonson’s rich, smoky voice is accompanied by skillful musicians blended together by engineer Al Schmitt. Schmitt is a veteran of the 1960s who accumulated 19 Grammys and has worked with Diana Krall, Steely Dan, Ray Charles, and Frank Sinatra among many others. Possibly as a result of his involvement, the work is accomplished and beyond the skill and range of most debut albums on regional labels.

Edmonson tackles jazz standards and reinvents pop/rock hits, blending jazz with pop and bossa-nova in a captivating gumbo full of surprises. The disc starts off with staccato piano chords that quickly reveal the Gershwin classic “Summertime,” complete with horn solo and ending in a surprise coda quoting from the “Feeling Good” popularized by Nina Simone. The pace picks up with an energetic cover of “Night and Day,” played with passion and delivered with sultry sass.

Edmonson makes modern pop/rock material her own, with songs and arrangements that aren’t recognized until the vocals begin. First is slow bossa nova version of “Just Like Heaven” by the Cure, sung rather like a lullaby. “(Just Like) Starting Over” by John Lennon and Yoko Ono, a pop/rock hit from the early 1980s, becomes a very slow jazz ballad that woos the listener and sounds nothing like the original — and which serves as an inventive, worthy remake.

Throughout, Edmonson’s voice handles the range of the songs and delivers emotion in a soothing, pasty smoke of crooning. Grab a martini and enjoy!

Book Review: Advanced Software Testing, Vol. 1 by Rex Black

The world of software quality assurance certifications is a complicated one in which several authorities offer multiple certifications in the field.  The International Software Testing Qualifications Board (ISTQB), offers the Certified Tester Foundation Level (CTFL) certification and the Certified Tester Advanced Level (CTAL) certifications, which combined feature the highest number of certified professionals worldwide among testing certifications.  The Foundation Level exam establishes core competency, and the Advanced Level exam is broken into several sub-concentrations to cover different subject matter areas including test analysts, technical test analysts, and test managers.

Advanced Software Testing, Vol. 1 is a guide to the ISTQB Advanced Certification for Advanced Test Analysts.  In the ISTQB model, the Test Analyst is responsible for designing, writing and executing individual tests; a technical test analyst is primarily responsible for automation, and the test manager is responsible for things like test planning and resource scheduling.  In an attempt to provide relevant material for the targeted niche, the material is geared toward those designing tests and surrounding information from other related disciplines when software testing is omitted.

Rex Black is a leading consultant and is President of the ISTQB and its American counterpart the ASTQB, and is part of the team that developed the Advanced curriculum on which the exam (and study guide) is based.  That curriculum provides the outline of this study guide, down to the chapter and section; Black covers each section in order, and provides a brief notice for sections in which there are no study objectives for test analysts.  Because of this organization, it ensures no curriculum material is missed, but this introduces a drawback: the book is somewhat disjointed and does not flow from cover to cover. The material included, however, is explained effectively for those with a basic understanding of software testing.

Material covered in depth includes the analysis and design of tests from various source materials (test oracles), test implementation and execution, evaluation of exit criteria, risk-based testing as a way of managing the test effort, quality attributes, incident management, test tool concepts and categories, and a great number of specification, structure and experience-based test techniques to complete the tester’s toolkit. The section covering test techniques is particularly detailed, filled with examples and exercises that help the reader understand each technique and how it can be applied in practice.  This in-depth discussion of test techniques is easily the most valuable and takes up one third of the book, consuming 173 of 468 pages.

In short, Rex Black’s guide delivers as promised.  Those looking for a general testing overview may be let down, but those using the text for its expressed purpose (preparing for the exam) will appreciate its thorough coverage of the material and the insight of an industry leader.

Music Review: Miles Davis – Cool and Collected

One could sum this up with a single sentence: Miles is cool. This CD is subtitled “The Very Best Of,” which is somewhat of a stretch, but this one succeeds as a great single-disc selection of Davis’ cool jazz for a party.

Miles Davis’ career covers 50 years and encompassed roles including bandleader, trumpeter and composer. Davis’ Kind of Blue is often cited as the ultimate jazz album, the one jazz CD a music fan should have in his collection if only one were an option. Given his influence on classic jazz, it’s hard to imagine condensing his best work into a skimpy 13 track CD. Only in its extreme ambition does this collection fail; it succeeds glowingly as a teaser, an overview of the great man’s work that is easy to listen to and includes enough well-known material to keep a casual fan interested. It adds other quality “album tracks” and lesser known material that both help respect the artist’s “cool” reputation while being strong enough to motivate a new listener to explore.

The compilation starts with “So What” from Kind of Blue, that title’s only representative here, which starts the album off with an easy swinging tone. Other well known tunes represented here include “Summertime,” the Gershwin number from Porgy and Bess; and “Milestones,” the fantastic up-tempo masterpiece. The fantastic “Seven Steps to Midnight” features an up tempo bass line and great interaction between Miles’ horn and the piano, and shows his evolution after the disbandment of the Kind of Blue quintet. Mixed in with the other classic selections is a rarity for Davis single disc compilations, the relaxing track “Générique” from the 1957 French film Ascenseur pour L’Echafaud. Altogether, there’s plenty of great music to keep listeners entertained, relaxed and amazed.

The material spans from 1956 to 1984, unfortunately skipping his earliest recordings for other labels. While most of the selections from the 1950s and 1960s are intriguing, the decision to skip Davis’ jazz/rock experimental work in the 1970s and to feature two pop music covers from the 1980s is slightly surprising. “Time After Time,” an interpretation of the Cyndi Lauper hit, and the Michael Jackson single “Human Nature,” while part of Davis’ exploration of pop music interpretation in his later career, add accessibility rather than coolness to the collection.

The CD ends on a high note with a remix of a 1969 track called “It’s About that Time” featuring Carlos Santana on guitar; this is a nice touch that complements the fantastic sidemen featured in the rest of the album’s work — such as John Coltrane, ‘Cannonball’ Adderley, Herbie Hancock, and Chick Corea among others. Overall, the disc is a great — if slightly unpredictable collection of tracks from the most influential part of Davis’ career, and is strongly recommended.

CD Review: Muse – Black Holes and Revelations

Muse, a British three-piece band with tremendous following in the UK and winner of multiple “Best Live Act” awards in 2004 and 2005, recently topped the UK charts and further introduced itself to American audiences with its new CD, Black Holes and Revelations. The album surprised some by debuting at #9 on the Billboard 200 album chart — proof that its profile is increasing in the States.

Muse first gained radio airplay here with “Muscle Museum” from its first album Showbiz, which reached number 25. Its second album, Origin of Symmetry, showed a great deal of growth, and is probably its most cohesive and consistent record — although its American label allegedly considered the work “too European,” so it was not released Stateside until after its subsequent album Absolution, which reintroduced the band to America. The heavy hook-laden single “Hysteria” from that album broke the top 10 on modern rock radio, and the band toured small clubs followed by somewhat larger ones in an effort to bring its powerful live show to the audience and thereby to develop interest in its work.

Four years later, Black Holes is released and is easily the band’s most diverse and most developed work to date. It both shows the maturation of a gifted act and simultaneously overwhelms some listeners with its diverse instrumentation. Lyrically, the band continues on.  It’s definitely worth ignoring the naysayers, as this is a brilliant work that establishes the band among the upper echelon of modern rock acts.

The first single in the UK, “Supermassive Black Hole,” is a sparingly-arranged dance-rock/disco tune sung in falsetto–which though debuting at #1 in the UK, was not chosen to be released here. This is perhaps due to the perception of singer Matt Bellamy’s high-register vocals as unpleasant. The single chosen instead is the epic “Knights of Cydonia,” which has thus far peaked at #19 on the Alternative charts. I find this a peculiar choice as the first two minutes are instrumental-only, reminiscent of early Genesis–its driving instrumentation is a good choice for heavy rockers among the audience, but the song lacks the sing-along chorus that gave “Hysteria” wider appeal.

The album starts with “Take a Bow,” featuring arpeggiated keyboard reminiscent of “New Born,” the concert staple that opened Symmetry. This song expands into vocal histrionics, an electronica break, and then heavy guitar — in essence a good introduction to the band. Other themes and sounds are explored as the album progresses, including some Depeche Mode-style keyboard riffs in “Starlight” and “Map of the Problematique,” some broad and precise Queen-like background vocals on “Soldier’s Poem,” military-march drumwork on “Invincible,” and an infectious flamenco rhythm on “City of Delusion.” In keeping with its modern rock roots, several other tracks honor the band’s alternative-rock influences, which are said to include Rage Against the Machine.

Muse has outgrown its earlier comparisons to Radiohead, and is no longer simply what Radiohead might have become had it continued in its OK Computer direction. Bellamy’s classical piano interludes, prominently featured in Absolution, are only the beginning of the band’s experimentation on this album. Muse has truly grown into its own.

Concert Review: Elvis Costello and Allen Toussaint, Chastain Park, Atlanta (July 17, 2006)

Elvis Costello recently made his second appearance in Atlanta within three months, and true to his reputation as a musical chameleon, he put on a two and a half hour show of almost entirely different material than he did back in May. In a different vein than his classical-and-pops show in April, Costello put an energetic and sometimes angry voice to the entire song list of his collaboration with legendary New Orleans R&B producer Allen Toussaint. To that album’s worth of material was added a number of tunes from Toussaint’s back catalog and eight of Costello’s songs — some well known and some album tracks — augmented by Toussaint horn arrangements. Four of those eight songs — plus the title track of the pair’s current album The River in Reverse – were the entirety of the material repeated between both shows.

The show was part of the 2006 Delta Concert Series, and many of the series ticket holders who attended were too busy eating and drinking to notice the passionate musical creativity taking place on stage between two members of the Rock and Roll Hall of Fame. This is a consistent complaint among performers at this venue, and Costello made note of the distractions by pointing out that the audience should take time away from its imported cheese and such to pay attention to the great Allen Toussaint, of whom it was obvious Costello was in awe.

Costello allowed — or prodded, as he put it — Toussaint to take the lead on several numbers, and Toussaint’s smooth soulful voice did not disappoint. The first bit of the encore features Toussaint playing piano with Costello standing and watching. Toussaint plays some variations of the Professor Longhair classic “Big Chief,” and this leads into the reworked minor key variation of “Tipitina” to which Costello added words to create “Ascension Day.” The show featured the dancing and blowing of Toussaint’s Crescent City Horns, and their impassioned playing led one to think that the nine-piece combination of Elvis’ Imposters and Toussaint’s horns would have created an even better album by recording it with more live playing under their belts — perhaps after this tour rather than before.

Though the album was inspired by the tragic events of Hurricane Katrina in New Orleans, home to some of the musicians who strongly influenced Costello such as Dave Bartholomew, the political implications were kept within the music for the most part — except when Costello mentioned his one stage prop, a tiny George Bush doll. The rest of the time, the band let the music do the talking — and it was powerful!

Outside of the reserved tables, there were only six or eight rows of seats filled — it’s as if people didn’t recognize that this would be a nontraditional Costello performance. As it was truly an R&B show more like Costello’s early ’80s album Get Happy! than anything else he’s recorded, those who did attend were tapping their feet throughout the performance. Don’t miss it — this one’s worth catching!

Should They Stay Or Should They Go?

I’m preparing to visit New Orleans next weekend, for the first time since Katrina hit. I am going to spend a day or two with my extended family — aunts, uncles, cousins, etc — who have been cleaning and reviving their homes in the suburbs to the west of the 17th Street Canal since returning.

What do I say to them? I live in metro Atlanta, which is now home to a significant number of refugees who have discovered a place that has been moving forward at the same pace it was before the storm. Life is no different here, but it is totally upended in New Orleans. The NFC South rivals could hardly be more different.

New Orleans was a deteriorating city before the storm, and those economic challenges to the devastated city are amplified in the hurricane’s aftermath. There are a number of challenges the city faces at this time:

  • First, as a matter of security, there’s the challenge of protecting the area from future storms. The U.S. Army Corps of Engineers is responsible for the New Orleans Area Hurricane Protection System, currently being repaired in preparation for the next hurricane season beginning June 1.
  • Corporate presence was nearly nil before the storm — Entergy was the only Fortune 500 company headquartered there, and several notable small companies including Ruth’s Chris Steak House moved away in the immediate aftermath. Several bedrock items that companies evaluate — education, infrastructure, tax base — do not appear to be in a condition that would attract any influx of company offices.
  • Many areas, like the poor Lower 9th Ward, remain as devastated as they were just after the storm hit. Most of the residents of that area have not returned — most likely because they lack the resources to rebuild, and perhaps even the resources to secure transportation back to their homes.
  • The rest of the country appears ambivalent towards the future of the city. There is no sense of urgency or sense of unity with regards to preserving the city or its inhabitants — I believe this is partially engendered by the right-wing media’s depcition of “Katrina victims” as “FEMA refugees,” unwilling to work and wholly addicted to welfare. People in other cities openly mock their misfortune, yelling “FEMA can’t buy you everything!” when the LSU Tigers lost at the University of Georgia late last year (as just one example).

The future doesn’t look promising. A rosy picture shows the “sliver by the river,” the higher ground initially developed before roughly 1875 which was largely undamaged in the storm, returning to life basically as normal, but the land behind it — including the low-lying 9th ward — abandoned and returning to swampland. The population of the city will be much smaller.

So what does one say to elderly family members so entrenched in local culture that they’re incapable of considering a life anywhere else? What does one say to younger family, of professional age, who will have limited career opportunities in such a landscape? What about to parents of the youngest, children of grammar school age, who should be ultimately looking out for the future of their children?

Should they stay, hoping that things will work out and that there will be opportunity — either employed by a large company or in the form of starting their own company — in the future? Or should they assess the situation and relocate, before another devastating storm hits? This would partially depend on the confidence one has in Ray Nagin, who was re-elected yesterday as Mayor of New Orleans. Harry Shearer writes that Landreiu’s campaign as challenger fit right in with the leaders of the Democratic party — simply running as the alternative, not stating in bold terms what his agenda included.

How do I tell an upper-lower or lower-middle class family in a poor, deteriorating metro area that their families would be better off living somewhere else? Who am I to assume they’ve not thought about this already? How do I express support for young school-age children with plenty of potential to remain in a city with limited hope (except, apparently, for the Saints), future and opportunity?

So many questions, and so few clear answers.