growtalk product strategy, michael tippett, director new products, hootsuite labs
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Create a Dead Simple Process for Building Great
Product
@mtippett tippett.org #GROWtalks
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UnchartedTerritory
#GROWtalks
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#GROWtalks
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#GROWtalks
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#GROWtalks
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#GROWtalks
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Greetings, people of India.
#GROWtalks
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What You Need for Your Voyage
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Navigational Toolsvs
Playbooks & Recipes
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Corporate Startup
New Space Existing Space
High Growth Indie
1. Know Your Environment
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Range - What’s Your Runway?
Speed - How Fast Can it Go?
Crew - How Good are They?
2. Know Your Vessel
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Economics
Distribution
Competition
3. Know Your Market
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Features
Benefits
Usage
4. Know Your Product
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When Does it End?
What Does the End Look Like?
What are the Odds?
5. Know How it Ends
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EnvironmentVesselMarketProduct
End Game
Know
#GROWtalks
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#GROWtalks
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#GROWtalks
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Navigational Hacks
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#GROWtalks
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#GROWtalks
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#GROWtalks
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#GROWtalks
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Discover Customer Needs
Ideate & Build
Launch
Product Meets Market
#GROWtalks
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Jobs to be Done
“People don’t want a quarter-inch drill, they want a quarter-inch hole.”
Theodore Levitt
#GROWtalks
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Ask What Jobs Need to be Done
Rank and Order
Cut off when MVP
Discover Customer Needs
#GROWtalks
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Jobs to be Done
#GROWtalks
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#GROWtalks
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#GROWtalks
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#GROWtalks
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SustainingTechnology
DisruptiveTechnology
Customer Demand
For Performance
Time
Perf
orm
ance
Disruptive Technology#GROWtalks
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LOW
Sat
isfa
ctio
n w
ith c
urre
nt s
ituat
ion
HIG
H
LOW Importance of Outcome HIGH
We should focus only on things that are of highest importance.
But only if the current market solutions are not appropriate.
This can be measured using levels of satisfaction.
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LOW
Sat
isfa
ctio
n w
ith c
urre
nt s
ituat
ion
HIG
H
LOW Importance of Outcome HIGH
Over Served: Ripe for disruption through cost reduction
Poorly Served: Ripe for new value creation
AppropriatelyServed
Google Docs
AirBnB
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#GROWtalks
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#GROWtalks
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What’sNext?
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