Itamar Gilad - GIST Planning Framework MTP Manchester

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The GIST 
Framework
Itamar Gilad
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High Impact Products
Deliver Value
Capture Value
Org Product Market
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Project Impact Distribution
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Planning
and 
Execution
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The Planning Waterfall
Roadmap
Agile Dev
Strategy
Project
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Agile World
Waterfall World
The Two Worlds
Roadmap
Strategy 
Project
DevUX
Sales
Mgmt
Finance
Product Manager/
Product Owner
Agile Dev 
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GIST
Goals, Ideas, Steps, Tasks 
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GIST
Goals Goal 1
Ideas Idea 1 Idea 2
Steps 1 43 1 2 3
Idea 3
Tasks
2 1 2 4 53
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Goals
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“If you tell people 
where to go, but not 
how to get there, 
you’ll be amazed at 
the results”  
General George S. Patton
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Goals
Where do we want to be (and by when) 
How will we know that we got there
← Objectives
← Key Results
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Objectives & Key Results 
O: Become a leader in the Enterprise 
KR: Launch Project X
KR: Integrate with platform Y
KR: Use technology Z
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Metrics
● Revenue
● # of customers
● # of active users
● North star metric
Impact Metrics
● Funnel metrics
● User behaviors 
● System performance
● Quality metrics
Outcome Metrics
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Measuring Impact
Deliver Value
Capture Value
Org Product Market
The North Star Metric
The Top KPI
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North Star Metric Examples
Facebook Daily Active Users
Whatsapp Sent Messages
YouTube Minutes Watched
AirBNB Nights Booked
eBay Gross merchandise volume (GMV)
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The Impact Roadmap
Q1 Q2 Q3 Q4
North star metric
(how we’re doing on our 
mission)
Documents 
created
20,000 23,000 28,000 35,000
Top KPI
(How we’re doing on our 
business) 
Revenue $2.1M $2.2M $2.4M $2.7M
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Metrics Trees
Documents
Created
Active Users
Documents
per active 
user
Active 
Customers
Licenses sold
Avg active 
users per 
customer
Churn rate Activation
rate
Docs per 
active / month
Retention rate
Average 
license price
Revenue
Activity 
lifetime
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Multi-Level OKRs
Company OKRs
BU 1 OKRs BU 2 OKRs
Operations 
OKRs
Product 1 OKRs Product 2 OKRs
Team 1.1 OKRs
Team 1.2 OKRs
Team 2.1 OKRs
Team 2.2 OKRs
Finance OKRs
HR OKRs
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Ideas
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Most Ideas Don’t Work
“The vast majority of [ideas] fail in experiments, and 
even experts often misjudge which ones will pay off. 
At Google and Bing, only about 10% to 20% of 
experiments generate positive results. At Microsoft as 
a whole, one-third prove effective, one-third have 
neutral results, and one-third have negative results.”
Ron Kohavi and Stefan Thomke / Harvard Business Review
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“If you want to have 
good ideas you must 
have many ideas. Most 
of them will be wrong, 
and what you have to 
learn is which ones to 
throw away.“
Linus Pauling
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GIST Idea Flow
Idea BankIdeas
Evaluation,
Tests,
Experiments
ICE
Steps
Results
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Idea Banks
ICE Score = Impact x Confidence x Ease
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The Planning Fallacy 
When planning, people and 
teams tend to be overly 
optimistic - underestimating 
the time, costs, and risks, 
and at the same time 
overestimating the benefits.
Daniel Kahneman Amos Tversky
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Evidence-Based Confidence 
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Steps
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Steps 
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Step 1 Step 2 Step 3 Step 4
Learning in Steps
LaunchStart
Idea
User StudyStart
Idea
MVP
A/B Experiment
Launch
Project
L
L
L
L
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Multi-Round ICE Scoring 
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AFTER Framework
Experiments
Smoke tests
Concierge 
Test
Usability 
Tests
Wizard of Oz
User 
Interviews
Data Analysis
Surveys
Competitive 
Analysis
Field 
Research
Early 
Adopters
Longitudinal 
user study
Fishfood
Alpha
Type of Validation
Va
lid
at
io
n M
et
ho
d
Beta
Dogfood
Preview
LabsBusiness
Modeling
ICE Analysis
Assumption 
Mapping
Stakeholder 
Reviews
Goals 
Alignment
TestsAssessment Fact Finding Release 
A/B tests
Multivariate
A/B/n tests Holdback
% Launch
Post launch
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Managing GIST
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The GIST Planning Cadence
Q1 Q2 Q3 Q4
Year 1
Goals
Steps
Tasks
Year 2
Ideas
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The GIST Board
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Context, Alignment, Ownership
Task Task Task Task
PM
UX
Dev
Data
Step Step
Idea
Goal
Mgr Bus.
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Thank you
Itamar Gilad
Itamargilad.com
Info@itamargilad.com
Cover Photo by Erik Eastman on Unsplash
Free resources mentioned in this talk:
● Confidence Calculator bit.ly/ConfMtr
● Editable GIST Board bit.ly/GISTbrd
● Testing Product Ideas Handbook bit.ly/2RZ535V
● Early access to GIST book: bit.ly/GISTBook
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https://unsplash.com/@erikeae?utm_source=unsplash&utm_medium=referral&utm_content=creditCopyText
http://bit.ly/ConfMtr
http://bit.ly/GISTbrd
http://bit.ly/GISTbrd
http://bit.ly/GISTbrd
http://bit.ly/2RZ535V
http://bit.ly/GISTBook