9II9 Product Lifecycle

Derrick developed a unique product lifecycle framework as a ten-step process. This process, as illustrated below, is best visualized as a wheel that is spun faster and faster as a product team matures.

As the level of know-how improves, and execution processes become clearly defined, a Product Manager is able to spin a new product or feature through its lifecycle in a matter of weeks. The product lifecycle illustrated above starts with researching and defining the product. Next, it moves through the design, development and testing phases leading up to a product launch. The final phases of the lifecycle involve ensuring that the organization is operationally ready to support the product, as well as being able to monitor, measure, and continuously improve a product post-launch.

This cycle should be seen more as a mental model, or a form of process thinking for a Product Manager. Although it is possible for mature product teams to execute many parts of the lifecycle with minimal documentation, there are specific tools and tactics referenced in the following pages that will help the Product Manager fast-track their ability to confidently move through the product lifecycle.