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Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
Collaborating with Customers using Innovation Game
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Collaborating with Customers using Innovation Game

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Scott Gilbert, Enthiosys president, at EMC's Innovation & Leadership Series (22-Apr-09) on "Collaborating with Customers using Innovation Games®". Session included overview of Innovation Games; …

Scott Gilbert, Enthiosys president, at EMC's Innovation & Leadership Series (22-Apr-09) on "Collaborating with Customers using Innovation Games®". Session included overview of Innovation Games; real-world examples; collaboration techniques vs. traditional market research. Scott led group in a live Innovation Game.

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  • 1. Customer Collaboration With Innovation Games® Presented to EMC Innovation and Leadership Series April 22nd, 2009 © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 1
  • 2. Tonight's Flow • I talk about me • I talk about Enthiosys • I talk about gifts for you • We talk about customer collaboration • We talk about Innovation Games • You play a game • You get gifts © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 2
  • 3. Customer Collaboration lets talk about why © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 3
  • 4. Some Questions • What is collaboration? – How do you do it? – Why do you do it? – Who do you do it with? • What is market research? – How do you do it? – Why do you do it? – Who do you do it to? • Can we combine them? © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 4
  • 5. Traditional vs. Collaborative • Traditional techniques often can – Be highly constrained and overly precise – Assume people have answers • Collaborative techniques – Allow you to explore alternatives – Answers can be discovered during process © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 5
  • 6. Innovations & Decisions • Innovation requires (among other things): – deep insight and understanding – willingness to explore – creativity • Good decisions require – Data – Buy-in – Minimal bias © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 6
  • 7. Collaborative Research Traditional Research Collaborative Research © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 7
  • 8. The Innovation Horizon IBM Global Business Services © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 8
  • 9. Different Decisions in Time 5+ Years Strategy 3-5 Years Portfolio Execs 18-24 Months Product Release Mgrs 2-9 Months 2-4 Weeks Sprint Daily Staff © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 9
  • 10. New Product Categories • Goal: imagining truly new solutions • Question: “Would prospects be interested in…” • Process: – Rapidly generate and filter many proposals – Complex intersection of market, technology, price… • Research tools are expansive and generative – Ethnography – Market gap analysis – Blue sky thinking – Storyboarding • Vast majority of new ideas are discards © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 10
  • 11. Expand Product Portfolio • Goal: find new opportunities in existing product line – New customer groups, segment by pricing/features… • Question: “Can we grow revenue, share, audience?” • Research tools require market experience/knowledge – Idea management from customers, marketing, sales, etc. – Win/loss analysis – Prospect interviews – Competitive offerings – Segmentation analysis • Challenges: cannibalization, complexity, resources, focus © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 11
  • 12. New Features in Next Release • Goal: prioritize infinite list of good suggestions • Questions: – What features will drive incremental revenue? – What features are mandatory? Committed? – What’s on our roadmap? – How do we manage trade-offs? • Research tools are tied to sales and development – Customer requests – Support requests – Executive mandates – The next big deal in the pipeline • Challenges: breakthrough features, commitments, agility © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 12
  • 13. Geoffrey Moore Dealing With Darwin In the complex-systems model, market research has a qualitative bias because each customer constitutes a market reality unto itself. Statistically averaging insights across such a modest customer population makes no sense. Instead, you want to delve deeply into the specific circumstances of each account, seeking out unique patterns, not mathematical correlations. This is where war stories and hypothetical scenarios, even just the occasional apt metaphor, can prove so insightful.” © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 13
  • 14. Innovation Games what are these things? © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 14
  • 15. Innovation Games Are: • Proven techniques for collaborating with groups of customers. • Alternatives to traditional research techniques. • Among the trends of – Open Innovation – Co-Development & – Serious Games © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 15
  • 16. Our Goal is to Provide a • Creative • Effective • Low Cost • Customer Collaboration • Option that can… © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 16
  • 17. Enhance what you do today Programs Systems Functions • CAB / TAB • Idea Mgt. • Sales • User Groups • ALM Tools • Service – Closed/Open • Industry Conf. • Support • Open Forums • Dev Comm. • Marketing • Social Media • Research • Product Mgt. – Focus Groups • MSFT • R&D – Surveys • Executives – Observations © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 17
  • 18. Innovate & Decide Portfolio Product Ind. Conf. Divest/ Invest/ EOL Maintain Forums Evaluate Plan CABs Social Media Design Develop Communities Launch Research On & Off-Line NPD © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 18
  • 19. IG’s Accomplish This By • A structured approach to exploration that allows creative thinking to occur in a relaxed, fun environment • Utilizing verbal, written, visual and non-verbal forms of communication • Creating greater volumes of rich information • Provide customer artwork which can be retained and shared with others • Putting customers in control © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 19
  • 20. Range of Options • A Book • A Class • A Small Consulting Service • A Big Consulting Service • An Online Service © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 20
  • 21. Product Box Ask your customers to imagine that they’re selling your product at a tradeshow, retail outlet, or public market. Give them a few cardboard boxes and ask them to literally design a product box that they would buy. The box should have the key marketing slogans that they find interesting. When Goal: finished, pretend that you’re a Identify skeptical prospect and ask your customer to use their box to sell exciting, sellable your product to you. features and desired benefits © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 21
  • 22. Product Box In Action © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 22
  • 23. Speed Boat Draw a boat on a whiteboard or sheet of butcher paper. You’d like the boat to really move fast. Unfortunately, the boat has a few anchors holding it back. The boat is your system, and the features that your customers don’t like are its anchors. Customers write what they don’t like on an anchor. They can also Goal: estimate how much faster the boat Identify what customers would go when that anchor was don’t like about your cut. Estimates of speed are really products and services estimates of pain. © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 23
  • 24. Speed Boat In Action © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 24
  • 25. Prune The Product Tree Start by drawing a very large tree on a whiteboard. Thick limbs represent major areas of functionality within your system. The edge of the tree – its outermost branches – represent the features available in the current release. Write potential new features on several index cards, ideally shaped as leaves. Ask your customers to place desired features around the tree. Observe how the tree gets structured – does one branch get the Goal: bulk of the growth? Does an Find out what to Add or underutilized aspect become Remove from the Product stronger? © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 25
  • 26. Prune The Product Tree In Action © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 26
  • 27. Spider Web Put the name of your product or service in the center of a circle. Ask your customers to draw other products and services, ask them to tell you when, how, and why these are used. Ask them to draw lines between the different products and services. As your customers reviews when and where they user your offering, you can Goal: capture the various inter-relationships Clarify the operating that exist between the different context for your products products and service that they use throughout the day. and services © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 27
  • 28. Spider Web In Action © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 28
  • 29. Start Your Day Ask your customer to describe the daily, weekly, monthly , and yearly events that are related to their use of your product on pre-printed, poster- sized calendars or a simple timeline on poster paper. Ask them to describe events in time frames appropriate for your project. Special event that are unique to an industry or sector (like a conference), or days in which Goal: everything goes horribly wrong and Understand how and they’re looking for help. While they’re when your customer doing this, be alert for how your product helps – or hinders – their day. uses your product © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 29
  • 30. Start Your Day In Action © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 30
  • 31. Give Them A Hot Tub Write several features on note cards, one feature per card. Include several completely outrageous features. If you’re making a portable MP3 player, try adding features like “heats coffee”, “cracks concrete” or “conditions dog hair”. If you’re making a system that manages payroll, try adding features like “plans family reunions” or “refinishes wooden floors”. If you’re Goal: building an office building, add a hot tub in the lobby. Observe what happens Use outrageous with a customer uncovers one of these features to discover outrageous features. hidden breakthroughs © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 31
  • 32. 20/20 Vision When you’re getting fitted for glasses, your optometrist will often ask you to compare between two potential lenses by alternately showing each of them. Start by writing one feature each on large index cards. Shuffle the pile and put them face down. Take the first one form the top and put it on the wall. Take the next one and ask your customers if it is more or less important than the one on the wall. Place it above or below, depending on its Goal: relative importance. Repeat this with all of your feature cards. Prioritize features © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 32
  • 33. Remember the Future Hand each of your customers a few pieces of paper. Ask them to imagine that it is sometime in the future and that they’ve been using your product almost continuously between now and that future date. Then ask them to write down exactly what your product will have done to help them accomplish their goals. Key point – ask “What will the product Goal: have done?” not “What should the Understand how your product do?” customer defines success © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 33
  • 34. Show and Tell Ask your customers to bring examples of artifacts created or modified by your product or service. Ask them to tell you why these artifacts are important, and when and how they’re used. Pay careful attention to anything that surprises you – artifacts you expected them to create or modify that they have Goal: ignored, artifacts that aren’t used, or Identify important artifacts used in unexpected ways. artifacts created by your product © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 34
  • 35. Me and My Shadow Shadow your customer while they use your product or service. Literally. Sit next to them and watch what they do. Periodically ask them “Why are you doing that?” and “What are you thinking?” Take along a camera or camcorder and record key activities. Ask for copies of important artifacts created or used by your customer while Goal: they are doing the work. Identify customer’s hidden needs © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 35
  • 36. The Apprentice Ask your engineers and product developers to perform the “work” of the system that they are building. If they’re building a new data entry system, have them do the work of the current data entry operators. If they’re building workflow management software for furniture delivery people, have them deliver furniture. If they’re building a system to analyze vehicle performance data, ask them to change the oil in the car. They gain knowledge of the Goal: customer experience and some degree Create empathy for the of empathy for the real problem that your customer is trying to solve. customer experience © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 36
  • 37. Buy a Feature Create a list of features with an estimated cost. The cost can be development effort or actual cost you intend to charge for the feature. Customers buy features that they want. Features are priced high enough that no singe customer can buy the features. This helps motivate customers to negotiate between themselves as to which features are Goal: most important. Observation of this Prioritize features negotiation provides great insight into what customers are willing to pay for. © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 37
  • 38. Buy A Feature Online - Plan © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 38
  • 39. Buy A Feature Online - Play © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 39
  • 40. Buy A Feature Online - Processed © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 40
  • 41. Buy A Feature Online – Chat Log © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 41
  • 42. Case Study: VeriSign • Customer support organization of $1.5B tech firm – ~200 customer support reps on 3 continents – 46 proposed improvement projects ($10M backlog) – Which are worth implementing first? Why? • Buy A Feature Online – Tournament model, 30% of organization participated – Priced using T-shirt sizing (S/M/L/XL) – Top 7 projects identified after 3 tournaments (15 games) – Negotiation/chat helped managers understand needs – Process created buy-in and was fun – Results in days, not months © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 42
  • 43. Case Study: Qualcomm Enterprise Solutions Problem Explore business intelligence product viability Games Product Box, Start Your Day, Spider Web Team 1 facilitator/leader from Enthiosys Some games by internal QES Engagement Multiple games have been played by QES over the past several years. • Creation of DataVisor, a Business Intelligence platform Results • Creation of the FleetAdvisor Value Added Applications (FA-VAA) a suite of enhanced reporting tools © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 43
  • 44. Case Study: Aladdin Knowledge Systems, Inc. Problem Obtain strategic and lead customer feedback to determine future product choices and roadmap decisions. Games Speed Boat, Buy a Feature Team 1 facilitator/leader from Enthiosys The games are held as part of Aladdin’s quarterly Security Engagement Council. Results Implemented two key changes: • Creation of a developer portal • Created educational programs to address customer’s complaints about lack of high quality knowledge on how to use the product © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 44
  • 45. Case Study: Wyse Technology, Inc. Problem Understand complex product relationships to create a larger solution footprint Games Spider Web Team 1 facilitator/leader from Enthiosys The games were held as part of Wyse’s Customer Advisory Engagement Board. The CAB was created by John Kish, CEO, who believes in customer interaction. Results The game identified key areas in which Wyse needed to improve their solution offering and value propositions © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 45
  • 46. Case Study: Emerson Climate Technology Problem Better understand complex product relationships to create a larger solution footprint Games Spider Web, Speedboat Team 1 facilitator/leader from Enthiosys Games are part of Emerson’s annual Technology Advisory Engagement Council (TAC) meetings. Results Incorporated results into strategic plans for products over the next 2 –3 years © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 46
  • 47. Let’s Play Product Box you too can do © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 47
  • 48. Our Scenario • I am from Acme Clock Co. • You are clock users • You have agree to help me © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 48
  • 49. Our Process • Imagine you are at any national retail chain store • Build a box that would cause you to buy a clock on sheer impulse • When you are done, sell your box to me © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 49
  • 50. Our Rules • You have to collaborate © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 50
  • 51. Additional Resources • www.innovationgames.com • Product Development and Management Association www.pdma.org • Center for Creative Leadership www.ccl.org • MIT Center for Innovation in Product Development http://cipd.mit.edu © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 51 51
  • 52. Contact Information Enthiosys, Inc. 615 National Ave., Suite 220 Mountain View, CA 94043 650.528.4000 Office 650.528.4004 Fax follow us at www.twitter.com/Enthiosys follow me at www.twitter.com/AgileProductMgr www.enthiosys.com/insights-tools for Books, Bytes, Blogs www.InnovationGames.com for Innovation Games Online © 2009, Enthiosys Inc. All rights reserved. www.enthiosys.com or 650.528.4000 52

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