product strategy and jobs to be done - kickoff 30th march 2017
TRANSCRIPT
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VISIONSTRATEGY
80%EFFORT
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V I S I O NSTRATEGY
80%IMPACT
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1997 2003 2004
2016 2016 2016
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LEVITT
CHRISTEN
SEN
DEMING
ULWICK
KLEM
ENT
MOESTA
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Build the right thing
Build the thing right
versus
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Build the right thing
Build the thing right
versus
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The 9x Challenge The (very hard) problem of new product adoption
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• >80 per cent of people’s time is spent in just three apps. • The top 8 mobile apps are owned by just 2 companies:
Google and Facebook. • 50% of people in the USA download zero new apps per
month.
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“Innovation should demonstrate a relative advantage over other options, ideally including the technology currently used for the task. Better technologies will be adopted, plain and simple. ” - Everett Rogers
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Prospect Theory
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• Outcomes are judged in terms of 'gains' & 'losses.' • Gains and losses are relative • "Losses loom larger than gains." (Loss aversion)
Prospect Theory
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3x
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Endowment Effect
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Time
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• Accept resistance (Dig in for the long haul / Be 10x better)
• Minimise resistance (Map against existing options, target new segments, find niche believers)
What can product developers do?
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“Think of any night you did not watch Netflix,” he said. “We compete with drinking a bottle of wine. That’s a particularly tough one.” - Reed Hastings
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"When someone signs up for a product, they’re expressing a sense of hope — a hope that their life will be improved with that particular product in it." - Samuel Hulick