thriving in times of constant change with lean insights

Clynton TaylorClynton Taylor

Lean Insights,Big Impact

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Out of toilet paper? Send a tweet.

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The world is changing faster today than at any time in history.

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The world according to the latest generation, Gen Z.

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Hong Kong has always been part of China.9/11 has always been in the textbooks.

Napster has always been legal.Y2K is a meaningless term.

Netflix has always existed. The weird sounds from dial-up? What?

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We’re living in an increasingly VUCA world.

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VolatilityUncertaintyComplexityAmbiguity

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The world is littered by dead companies. Companies that didn’t adapt.

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Kodak neglected to listen to consumers’ desire for digital cameras, and is only a shell of its former self now.

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Blackberry lost nearly $6 USD billion in fiscal 2014.

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Blockbuster went from 9000+ stores in its prime to only a handful today.

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With so much change, how are companies to survive, let alone thrive?

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Strategy born from customer experience is more likely to lead to sustained success.

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Companies that foster meaningful relationships with customers outperform the stock market by 120%.From Havas Media Study

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There are 3 different types of experiences.

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Meaningful

Emotional

Functional$

$$$

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Companies that create meaning in people’s lives enjoy more loyalty, higher margins, and ultimately bigger profits.

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So how do you figure out what experiences people will want?

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This takes deep insight into what people desire.

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But in a rapidly changing world, getting to insights quickly is what’s important.

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We can borrow a page from the Lean Startup playbook.

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Lean insights is the ability to quickly figure out what customers want, building on learnings through an iterative process.

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6 Principles of Lean Insights

1 Spend time with your customers.

"You cannot discover new oceans unless you have the courage to lose sight of the

shore."--Andre Gide

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Warby-Parker keeps close to customers by putting the showroom under their offices.

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2 Use friends and family.

6 Principles of Lean Insights

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Dove discovers unmet needs from an employee’s wife, creates a line of new hair care products.

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3 Ask multiple whys.

6 Principles of Lean Insights

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Target shops with teens and gains an insight worth $8B USD.

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4 Prototype quickly and often.

6 Principles of Lean Insights

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Kimberly Clark uses the shopping channel QVC to identify the message that pays.

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5 Embrace extreme users.

6 Principles of Lean Insights

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Swingline Staples refines a product line by using airline desk agents as testers.

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6 Don’t wait for approval, go!

6 Principles of Lean Insights

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An HP designer goes rogue to work with engineering and create prototypes.

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1 Spend time with your customers.

Use friends and family.

Ask multiple whys.

Prototype quickly and often.

Embrace extreme users.

Don’t wait for approval, go!

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6 Principles of Lean Insights

Clynton Taylor

Clynton Taylor

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Thank you.