we are all digital startups now
TRANSCRIPT
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WE ARE ALL DIGITAL STARTUPS
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WE PRACTICE INNOVATION FOR OURSELVES
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WE PRACTICE INNOVATION FOR OURSELVES$13M IN VENTURE FUNDING RAISED 120 JOBS CREATED 2 SUCCESSFUL EXITS
NOT JUST A HOBBY
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WHY DO WE PAY SO MUCH ATTENTION TO DIGITAL START UPS?
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A STARTUP IS A HUMAN INSTITUTION DESIGNED TO DELIVER A NEW PRODUCT OR SERVICE UNDER CONDITIONS OF EXTREME UNCERTAINTY.
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A STARTUP IS AN ORGANIZATION FORMED TO SEARCH FOR A REPEATABLE AND SCALABLE BUSINESS MODEL.
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BUT STARTUP LEADERS ARE FACED WITH CLASSIC MARKETING CHALLENGES, TOO
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IT HAS BEEN A LONG ROAD TO THE MOBILE REVOLUTION
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THE “READ-ONLY” WEBTHE SOCIAL WEB
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POST-WEB
ANY MEDIA, ANY DEVICE, ANYWHERE
Web 2.0
WIKIS, BLOGS, SOCIAL
Web 1.0
BROWSER, EMAIL, IM
THE MOBILE ERA
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THE MOBILE REVOLUTION
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WEB 1.0
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THE MOBILE REVOLUTION
Source: http://techcrunch.com/2014/08/21/majority-of-digital-media-consumption-now-takes-place-in-mobile-apps/
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WE’RE ALL DIGITAL STARTUPS NOW
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UNCERTAINTY PRODUCT GROWTH
SEARCHING REPEATABLE & SCALEABLE
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IN THE MOBILE WORLD, YOU DON’T WIN THE CONSUMER ON TECHNOLOGY.
YOU WIN ON BETTER EXPERIENCES.
THE MOBILE REVOLUTION
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DISRUPTION IS COMING FROM ALL SIDES, QUICKLY.
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YOUR DIGITAL EXPERIENCE IS YOUR BRAND.
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YOUR COMPETITION ISN’T WHO IT USED TO BE.
THE MOBILE REVOLUTION
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YOUR APPROACH NEEDS TO EVOLVE.
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DISRUPTION IS COMING FROM ALL SIDES, QUICKLY
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YOUR COMPETITION ISN’T WHO IT USED TO BE
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YOUR DIGITAL EXPERIENCE IS YOUR BRAND
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TO WIN, YOUR APPROACH NEEDS TO
EVOLVE.
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PRODUCTS, NOT PROJECTS
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SEARCH FOR GROWTH
WHAT MARKETERS CAN LEARN
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THE MOBILE ERA HAS DRAMATICALLY CHANGED 3 OF THE 4 P’S
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THE MOBILE ERA GIVES US TO A CHANCE TO RETHINK “PRODUCT”
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YOUR DIGITAL EXPERIENCE IS A
PRODUCT.
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IS IT POSSIBLE TO SEPARATE THE DIGITAL FROM THE DRINK?
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IS IT POSSIBLE TO SEPARATE THE EDUCATION & INSPIRATION FROM THE MIX?
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THEN
COFFEE SHOP
NOW
DIGITAL SHOP
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MY STARBUCKS IDEA
DIGITAL NETWORK
MY STARBUCKS REWARDS
TWEET-A-COFFEE
SQUARE PARTNERSHIP
MOBILE ORDERING
2010 20132008 2012 2015
NYT PARTNERSHIP
20152009
A DIGITAL HISTORY OF
STARBUCKS
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THEN
RETAIL CHAIN
NOW
SERVICE PROVIDER
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DIGITAL LEADERSHIP
NEW RETAIL EXPERIENCE
OPEN API FOR DEVELOPERS
THIRD-PARTY DEVELOPMENT
OWNED DIGITAL EXPERIENCE
ATARI FIT + BALANCE API
2011 20132010 2012 2015
GLOW + RX REFILL
20152011
A DIGITAL HISTORY OF
WALGREENS
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WHAT DOTHE BEST
PRODUCTSDO?32
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WHAT DOTHE BEST
PRODUCTSDO?33
REMOVE FRICTION AND ANXIETYMEET EXPECTATIONS OF CORE FUNCTIONALITY & PERFORMANCE
SURPRISE & DELIGHTANTICIPATE THE NEXT WAVE OF PRESSURE
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MEET EXPECTATIONS OF CORE FUNCTIONALITY & PERFORMANCE
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REMOVE FRICTION AND ANXIETY
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SURPRISE & DELIGHT
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ANTICIPATE THE NEXT WAVE OF PRESSURE
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YOU MANAGE PROJECTS TO END. YOU MANAGE PRODUCTS TO ENDURE.
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HOW DOTHE BESTPRODUCTTEAMSWORK?
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HOW DOTHE BESTPRODUCT
DETERMINE A CLEAR PURPOSECREATE THE RIGHT STRUCTURE
ESTABLISH GOALS & ACCOUNTABILITYFOLLOW AN AGREED UPON OPERATING SYSTEM
TEAMSWORK?
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THE REASON YOUR PRODUCT EXISTS. THE WAY THE DIGITAL EXPERIENCE BRINGS
THAT PURPOSE TO LIFE.
PURPOSE
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TEAMTEAMS ARE CENTERED AROUND THE PRODUCT LIFECYCLE, NOT
PROJECT TIMELINES OR MARKETING CHANNELS.
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ACCOUNTABILITYHOW WILL WE KNOW OUR
CORE AUDIENCE LOVES OUR PRODUCT?
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OPERATING SYSTEM
A SYSTEMATIC WAY OF WORKING.
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A SYSTEMATIC WAY OF WORKING
1 YEAR PLAN
GOAL DRIVERS
FOCUS AREAS PRODUCT TEAM
Q4
FOCUS
Q3
FOCUS
Q2
FOCUS
Q1
FOCUS
VISION
BUSINESS MODEL SCALE
AUDIENCE PURPOSE + BELIEF
VALUE PROP DESIGN PRINCIPLES
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A SYSTEMATIC WAY OF WORKING
Q1 SPRINT PLAN
STANDUP STANDUP STANDUP STANDUP STANDUP SPRINT PLAN
STANDUP STANDUP STANDUP STANDUP STANDUP SPRINT PLAN
STANDUP STANDUP STANDUP STANDUP STANDUP ROADMAP PLANINNG
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PRODUCTS, NOT PROJECTS
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2
CONTINUAL SEARCH FOR GROWTH
WHAT MARKETERS CAN LEARN
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STARTUPS ARE LOOKING FOR GROWTH, FIRST AND FOREMOST.
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IMPLEMENTATIONCREATIVESTRATEGY
10.25.1349
INVESTMENT
TIME
BIG CO MODEL: BET THE FARM, THEN WAIT AND SEE
RESULTS FROM REAL PEOPLE
RESEARCH
WAIT/ANALYSIS
WIN/LOSE
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STARTUPS THINK THERE’S A BETTER WAY
INSIGHTS FROM REAL PEOPLE WIN
PIVOT?
RESULTS
PIVOT?
INVESTMENT
TIME
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THEY ARE WORKING THIS WAY BECAUSE
IT’S LOWER RISK
BETTER CONSUMER INSIGHTSBETTER CREATIVE
FASTER LEARNING
SEARCHING
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10%
90%
EXPERIMENTATION
PROVEN DRIVERS
YOU CAN EMBRACE THIS MODEL TODAY
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10%
90%
EXPERIMENTATION
PROVEN DRIVERS
YOU CAN EMBRACE THIS MODEL TODAY
USE EXPERIMENTATION TO FIND NEW PROVEN DRIVERS
MAKE THE 90% WORK HARDER
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GO?
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DO YOU HAVE A DIGITAL PRODUCT PEOPLE LOVE?
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ARE YOU MORE FOCUSED ON EFFICIENCY THAN GROWTH?
IF YOU ARE THE DIGITAL MANAGER
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THINK ABOUT YOUR DIGITAL EXPERIENCE AS A PRODUCT
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DIFFERENTIATE IS BETTER THAN EFFICIENT MARKETING
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DEMAND THAT YOUR TEAM START EXPERIMENTING AND SEARCHING
FOR NEW GROWTH
IF YOU’RE THE CMO
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