• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Apple's ONE-PAGE CUSTOMER PLAN: How Steve Jobs/Apple Dream Up and Execute Magical Ideas That Positively Change the World
 

Apple's ONE-PAGE CUSTOMER PLAN: How Steve Jobs/Apple Dream Up and Execute Magical Ideas That Positively Change the World

on

  • 6,104 views

On August 20, 2012 Apple became the most valuable company in the world with a market capitalization of $623.5 billion. Contrast this with the late 1990s when Apple went nearly bankrupt. How did Apple ...

On August 20, 2012 Apple became the most valuable company in the world with a market capitalization of $623.5 billion. Contrast this with the late 1990s when Apple went nearly bankrupt. How did Apple manage to move from the near death experience of bankruptcy to an insanely great experience of being the most valuable company on earth? No doubt, the answer largely lies with the late Steve Jobs and the Apple team that he put in place. But how did Steve Jobs/Apple (team) dream up and execute the insanely great ideas that positively changed our world? This presentation tells uses the lens of the One-Page Customer Plan to tell you how. The visual framework and tools of the One-Page Customer Plan helps individuals and organizations to dream up and execute magical ideas that positively change the world. If you want to make a large and positive difference in the world, use the One-Page Customer Plan.

Statistics

Views

Total Views
6,104
Views on SlideShare
6,016
Embed Views
88

Actions

Likes
11
Downloads
318
Comments
3

7 Embeds 88

http://www.linkedin.com 69
http://pinterest.com 8
https://twitter.com 4
http://sam1metabmg.tumblr.com 4
http://www.onlydoo.com 1
https://www.linkedin.com 1
http://www.pinterest.com 1
More...

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

13 of 3 previous next Post a comment

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Apple's ONE-PAGE CUSTOMER PLAN: How Steve Jobs/Apple Dream Up and Execute Magical Ideas That Positively Change the World Apple's ONE-PAGE CUSTOMER PLAN: How Steve Jobs/Apple Dream Up and Execute Magical Ideas That Positively Change the World Presentation Transcript

    • APPLE’S ONE-PAGE CUSTOMER PLAN: Customer Ecosystem Innovation Dream Up and Execute Magical Ideas That Positively Change the World Past: PC Desktop  Present (2001) - Laptop/Network/Internet  Future – Digital Hub Lifestyle FRACTAL ECOSYSTEM: An Ecosystem of (Product/Service) Ecosystems DREAM/ VISION: Ideal Final ITENN Result (IFR) Requirements for Insanely Great Customer Experience Copyright 2012. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
    • Template for ONE-PAGE CUSTOMER PLAN: OverviewCUSTOMER/CLIENT: ………………………………………………………………………………… Date:……………………………………PROBLEM/GOAL/NEED/JOB: ………………………………………………………………………………………………………………………  Past  Present  Future FRACTAL ECOSYSTEM: An Ecosystem of (Product/Service) Ecosystems DREAM/ VISION: Ideal Final ITENN Result (IFR) Requirements for Insanely Great Customer Experience Copyright 2012. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
    • STEVE JOBS’ LAW FOR CUSTOMER ECOSYSTEM INNOVATION Dream Up and Execute Magical Ideas That Positively Change the World Start with The Ideal Final Result (IFR) for The Customer Experience And Work Backwards To The Design of The Products/Services As Well As Customer and Business Ecosystems Paraphrased from a Steve Jobs’ QuoteCopyright 2012. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
    • IDEAL FINAL RESULT (IFR): Definition, Requirements, and Features Dream Up and Execute Magical Ideas That Positively Change the World An “Ideal Final Result (IFR)” Is An Object, Ecosystem, or a System That Completely Resolves Customer Trade-offs Has Auto-Functionality, Almost Perfect Quality, and Versatility Is Weightless; Occupies Zero Space; Is Invisible Uses Internal Resources to Resolve Trade-offs in Zero Time Is Completely Interactive and Personalizable Delivers Insanely Great Customer Experience on Demand Has Almost Infinite Delight (Benefit; Useful Effect) Has Almost Zero Pain (Cost; Harmful Effect); Is Free Copyright 2012. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
    • THE 2 CUSTOMER GREATNESS QUESTIONS Basic Secret for Dreaming Up and Executing Magical Ideas That Positively Change the World Steve Jobs Focused On AnsweringThe Two Customer Greatness Questions For Creating AP Insanely Great Customer Experiences: 1. Who is the most valuable customer in the present and future ecosystem? 2. How to viably create an insanely great customer experience or a zero trade-off? Copyright 2012. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
    • THE 2 CUSTOMER GREATNESS QUESTIONS: Visual Worksheet CUSTOMER/CLIENT: ………………………………………………………………………………… Date:…………………………………… PROBLEM/GOAL/NEED/JOB: ………………………………………………………………………………………………………………………ENTERPRISE Ecosystem (Product/Solution/Tool) CUSTOMER Ecosystem (Market/Problem/Job)HOW TO VIABLY CREATE AN INSANELY GREAT WHO IS THE MOST VALUABLE CUSTOMERCUSTOMER EXPERIENCE (IGCE) OR A ZERO (MVC) IN THE PRESENT AND FUTURE ECO-TRADE-OFF? SYSTEM? a THE 2 CUSTOMER GREATNESS QUESTIONS Hypotheses vs. Reality Copyright 2012. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
    • ASPIRATION MAP: Template for Documenting & Evaluating Customer Experience Customer Ecosystem and Business Model Archetypes for Trade-off of Pain vs. DelightInsanely Great ExperienceIdeal Final Result (IFR)Infinite Shared Greatness Market Segment (Customer Job/Crisis/Goal): ………………….……..……………….………… ………………………………………………………………………………………..…………….………….…………. 10 Blue Ocean Sweet Spot Luxury Spot (Value Innovation) Model (Differentiated/ Model Luxury Spot Sustaining- [R]evolutionary) Model 6 Disruption Spot/Lean Oasis Volcano (Disruptive Innovation) (‘Stuck-in-the-middle’) Model Disruption Spot Model Model (+): DELIGHT (Benefit/Revenue) 3 Green Ocean No-Man’s-Island Red Ocean Model Model Model Strategic Choice Key High Level of Customer Experience 3 6 10 Low Level of Customer Experience (-): PAIN (Cost) Copyright 2012. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
    • ELEMENTS AND DESCRIPTIONS OF CUSTOMER EXPERIENCE REQUIREMENTS Dream Up and Execute Magical Ideas That Positively Change the WorldPERFORMANCE/REVENUE QUALITY BRANDING Functionality; Useful Effect  Quality; Durability  Ergonomics; Beauty; Design Performance/Effectiveness/Rev.  Reliability; Stability; Safety  Color/Visual; Multi-sensory Strength; Speed; Illumination;  Accuracy; Precision  Power; Prestige; Fascination Adaptability; Automation; Ubiquity  Efficiency; Productivity; Speed  Recognition; LoyaltyCUSTOMIZATION CUSTOMER EXPERIENCE COST (PRICE) REQUIREMENTS Customization; Personalization  Cost; Price; Quantity; Labor; Tool Interactivity/Immersion/Control - Delight  Weight; Mass; Material; Density Entertainment; Fun; Fascination - Pain  Size; Volume; Length; Area; Defect Interface; Desired Shape  Energy; Effort; Stress; EquipmentINACCESSIBILITY COMPLEXITY PROCESS TIME/DELAY Inaccessibility; Inconvenience  Complexity; Info; Difficulty  Process Time; Delay; Duration Unavailability; Inflexibility; Rigidity  Support; Training; Repair  Age; Inactivity; Immobility Friction; Noise; Temperature  Range; Inventory  Lifecycle Unscalability  Risk; Harmful Effect; Pollution  Disposability Copyright 2012. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
    • ONE-PAGE CUSTOMER PLAN: …………..………………………………………… (Ecosystem/Industry/Theme/Tool)Client/Customer (Segment/Persona): …………..……………………..……………………………………………………………..……PROBLEM/NEED/GOAL/JOB: ………………….…………………………………………………. Date: …………..…………………… PRESENT SYSTEM/EXPERIENCE VALUE TRANSFORMATION TOOL - FUTURE SYSTEM/EXPERIENCE (Where currently are we?) Evolve, Explore, or Disrupt: What if … we (Where must we go?) (Eliminate/Reduce/Increase/Create) Short/Medium/Long-term DREAM/ VISION/ Ideal Final Result (IFR): Value (+/-)CONSTRAINTS: (What are constraints/obstacles/barriers/problems that prevent full realization of future system/vision/dream/Ideal Final Result (IFR)? Zooming Copyright 2012. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
    • ONE-PAGE CUSTOMER PLAN For Improving Customer Experience: Digital Music ECOSYSTEMClient/Customer (Segment/Persona): High end Technologist-Artist (Luxury Spot)PROBLEM/NEED/GOAL/JOB: Reinvent the ecosystem of digital music players Date: 2001 PRESENT SYSTEM/EXPERIENCE VALUE TRANSFORMATION TOOL - FUTURE SYSTEM/EXPERIENCE (Where currently are we?) Evolve, Explore, or Disrupt: What if … we (Where must we go?) PRODUCT (Eliminate/Reduce/Increase/Create) Short/Medium/Long-term What if … we DISRUPT: TRADITIONAL DIGITAL Eliminate: CLASSIC IPOD • Usual control buttons; On-off switch; DREAM/ MUSIC PLAYERS Traditional gray/black color VISION/ Reduce: • Seamless music experience • Size/thickness; Weight; Complexity in • Thousand songs in your pocket Ideal usage; Learning curve; Manual  Cool design/form/useability Final Big/Clunky/Ugly/Difficult-to-use/… Increase:  Simple and easy to use Result  CD Players • Price; Simplicity of use; Battery life;  Ultra-portable; Ultra-light (IFR):  Flash Players Storage capacity; Functions/Form/Design  Enough skip protection Value  MP3-CD Players Create:  Long battery life (+/-)  Hard Drive Jukebox Players • LCD Screen; Packaging; Scroll wheel;  “Cool” & disruptive ads (on TV) Illegal music download from Internet Fast download; Disruption/Unique Ads  Fast and legal music downloadCONSTRAINTS: (What are constraints/obstacles/barriers/problems that prevent full realization of future system/vision/dream/Ideal Final Result (IFR)? Zooming Copyright 2012. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
    • ONE-PAGE CUSTOMER PLAN For Improving Customer Experience: Business EcosystemClient/Customer (Segment/Persona): ………………………………….……………………………………………………………………PROBLEM/NEED/GOAL/JOB: ………………………………………………………………………….. Date: ……………………….. PRESENT ECOSYSTEM VALUE TRANSFORMATION TOOL - FUTURE ECOSYSTEM (Where currently are we?) Evolve, Explore, or Disrupt: What if … we (Where must we go?) “SEMPORCES” Chain (Eliminate/Reduce/Increase/Create) Short/Medium/Long-term S – Suppliers/Inputs/Partners S – Suppliers/Inputs/Partners E – Employees/Culture/Brand/IP E – Employees/Culture/Brand/IP DREAM/ M – Machinery/Techn/Tool/Infra M – Machinery/Techn/Tool/Infra VISION/ P – Process/Strategy/Job To Be Done P – Process/Strategy/Job Ideal O – Output (Product/Service) O – Output (Product/Service) Final Result R – Retailers/Distributors/Channels R – Retailers/Distributors/Channels (IFR): C – Customers/Consumers C – Customers/Consumers Value E – Environment (Global) E – Environment (Global) (+/-) S – Shared Dream/Mission/Result S – Shared Dream/Mission/ResultCONSTRAINTS: (What are constraints/obstacles/barriers/problems that prevent full realization of future system/vision/dream/Ideal Final Result (IFR)? Zooming Copyright 2012. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
    • ONE-PAGE CUSTOMER PLAN For Improving Customer Experience: Customer EcosystemClient/Customer (Segment/Persona): ………………………………….……………………………………………………………………PROBLEM/NEED/GOAL/JOB: ………………………………………………………………………….. Date: ……………………….. PRESENT ECOSYSTEM VALUE TRANSFORMATION TOOL - FUTURE ECOSYSTEM (Where currently are we?) Evolve, Explore, or Disrupt: What if … we (Where must we go?) “SEMPORCES” Chain (Eliminate/Reduce/Increase/Create) Short/Medium/Long-term S – Suppliers/Inputs/Partners S – Suppliers/Inputs/Partners E – Employees/Culture/Brand/IP E – Employees/Culture/Brand/IP DREAM/ M – Machinery/Techn/Tool/Infra M – Machinery/Techn/Tool/Infra VISION/ P – Process/Strategy/Job To Be Done P – Process/Strategy/Job Ideal O – Output (Product/Service) O – Output (Product/Service) Final Result R – Retailers/Distributors/Channels R – Retailers/Distributors/Channels (IFR): C – Customers/Consumers C – Customers/Consumers Value E – Environment (Global) E – Environment (Global) (+/-) S – Shared Dream/Mission/Result S – Shared Dream/Mission/ResultCONSTRAINTS: (What are constraints/obstacles/barriers/problems that prevent full realization of future system/vision/dream/Ideal Final Result (IFR)? Zooming Copyright 2012. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
    • PERIODIC TABLE AND JIGSAW PUZZLE FOR MAPPING AN ECOSYSTEM Tools, Theories, and Methodologies for Product/Service, Business Model, and Customer Ecosystem Innovation S E M P O R C E SSuppliers/ Employees/ Machinery/ Processes/ Output: Retailers/ Customers/ Environ- SharedInputs Culture/ Technology/ Strategies Product/ Distributors/ Consumers ment Greatn./ Brand/IP Infra’ Service Channels (Problems/Job) ImpactPartners Key Resources Activities Internal Customer Relationship Industry/ SHARED(Suppliers/ (Processes) Value Management Trends VALUE/Materials/ Proposition PROFITInfo/Energy) CAPABILITIES: CORE COMPETENCIES LOCAL ENVIRONMENT GLOBAL (Solution) (Pain: - (Demand) ENV. Delight: + ENTERPRISE (SYSTEM/VALUE CHAIN/Supply: Inside the Enterprise) D N A Design Needs Aspiratns GLOBAL COMPE- EXTENDED ENTERPRISE COMPETI- TITIVE (SUB-ECOSYSTEM; INDUSTRY/SUPPLY CHAIN) TIVE ADVAN- FORCES TAGEINPUT PROCESSING OUTPUT EXTERNAL ENVIRONMENT RESULT (Impacts/ SUPERSYSTEM (Cause) Effects) ECOSYSTEM Copyright 2012. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
    • ONE-PAGE CUSTOMER PLAN: Complete Overview Dream Up and Execute Magical Ideas That Positively Change the World PAST PRESENT FUTURE Customer Ecosystem Customer Ecosystem Customer Ecosystem IDEALS/DREAMS/ VISION/VALUE/PROFIT D Design N Needs A Asp.Suppliers/ Employees/ Machinery/ Process/ Output Retailers/ Customers/ Environ- SharedInputs/ Culture/ Technol./ Strategy (Product/ Channels/ Customer Rel. ment: GreatnessPartners Brand/IP Infra’ Service) Distributors Management Global (Profit) S E M P O R C E S Copyright 2012. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
    • LIFECYCLE OF A CUSTOMER ECOSYSTEM (BUSINESS MODEL) 4 Stages or Acts in the Evolution of a Customer Ecosystem or Business Model (Living Organism) Declining (Dying) ENVIRONMENT CUSTOMER ECOSYSTEM (Shared Dream/Vision/Value/(Result: -/+) Fault line DREAMS/ IDEALS/ GREATNESS Mission/ Vision Tipping Point; ChasmCustomer Validation “Cleft” Matured (“Red Ocean”)(Environmental Fitness) CUSTOMER ECOSYSTEM Growing (Scalable) CUSTOMER ECOSYSTEM Infant (Experimental/Startup) CUSTOMER ECOSYSTEM Customer Idea (“Egg”; DNA; Genetic Code) Copyright 2012. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
    • EVOLUTION OF MOST VALUABLE CUSTOMERS (MVC) Customer Segments for 4 Stages in the Evolution of a Customer Ecosystem or Business Model ENVIRONMENT Retirees (Dissatisfiers: Overserved/Underserved) (Shared Dream/Vision/Value/(Result: -/+) Fault line DREAMS/ IDEALS/ GREATNESS Mission/ Vision Tipping Point; ChasmCustomer Validation “Cleft” Upgraders(Environmental Fitness) (Delighted by Customized Improvements, Brand, Extensions and Total Solutions) Regular Users (Delighted by Better Quality, Performance, and Cost as well as Accessibility and Simplicity) Visionaries (Delighted by Novel Functionality and “Cool” Uses) Leads/Prospects (Non-customers) - Low/High-end Dissatisfiers from Competitors - Early Evangelists/Adopters Copyright 2012. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
    • APPLE’S CUSTOMER ECOSYSTEM INNOVATION How World-class Innovators Dream Up and Execute Magical Ideas That Positively Change the WorldCustomer Planning Questions: Where currently are we/they? Where must we/they go? How should we/they get there? What are constraints? Customer Segment/Persona: ∞ Journey, Invisible Hand, or Fractal S-Wave of Innovation for Ecosystem …………………………………………...…………… (Supersystem/Economy/Value Network/Supply Chain/Market/ Customer Goal/Job To Be Done/Tool:EXPERIENCE: Industry Trends, Expectations, or Demand) …………….……………………………………….….Shared MaturityHappiness(Experience =Happiness = 3rd Wavelet of Innovation: CUSTOMER ECOSYSTEM InnovationValue = +/- Growth (Ecosystem/Industry/Platform: Shared Value-focus)= Examples: Digital Lifestyle - iPod; iPod Touch; iPhone; iPadDelight/Pain~Revenue/Cost Birth 2nd Wavelet of Innovation: BUSINESS MODEL Innovation= (Business Model/Marketing Engine: Scalable Revenue & Profit-focus)Differentn/Cost Examples: Internet Software – iTunes; eStore; App Store=1/Trade-off) 1st Wavelet of Innovation: VALUE CHAIN (PRODUCT/SERVICE/ENTERPRISE) Innovation (Value Chain/Product: Functionality, Quality, Simplicity, Differentiation, and/or Cost-focus) Examples: Personal Computer; Printer – Apple I; Apple II; MacIntosh; iMac; Apple TV ∞ TIME (Arrow of Time: Past/Present/Future) Copyright 2012. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
    • ONE-PAGE MBA FOR CUSTOMER ECOSYSTEM INNOVATORS How World-class Innovators Dream Up and Execute Magical Ideas That Positively Change the WorldCustomer Planning Questions: Where currently are we/they? Where must we/they go? How should we/they get there? What are constraints? Customer Segment/Persona: ∞ Journey, Invisible Hand, or Fractal S-Wave of Innovation for Ecosystem …………………………………………...…………… (Supersystem/Economy/Value Network/Supply Chain/Market/ Customer Goal/Job To Be Done/Tool:EXPERIENCE: Industry Trends, Expectations, or Demand) …………….……………………………………….….Shared MaturityHappiness(Experience =Happiness = 3rd Wavelet of Innovation: CUSTOMER ECOSYSTEM InnovationValue = +/- Growth (Ecosystem/Industry/Platform: Shared Value-focus)= Examples: Apple; Wal-Mart; Microsoft; Cisco; eBay;Delight/Pain Amazon; Google; Facebook; GE; P & G; IBM (Services)~Revenue/Cost Birth 2nd Wavelet of Innovation: BUSINESS MODEL Innovation= (Business Model/Marketing Engine: Scalable Revenue & Profit-focus)Differentn/Cost Examples: Dell; Netflix; Cirque du Soleil; IKEA; Nintendo (Wii);= Southwest Airlines; ZipCar; Ford/GM/Chrysler/Toyota; Samsung1/Trade-off) 1st Wavelet of Innovation: VALUE CHAIN (PRODUCT/SERVICE/ENTERPRISE) Innovation (Value Chain/Product: Functionality, Quality, Simplicity, Differentiation, and/or Cost-focus) Examples: IBM (Computers); Xerox; Motorola; RIM (Smartphone); Borders; Segway ∞ TIME (Arrow of Time: Past/Present/Future) Copyright 2012. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing