How To Make The Right Product

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This is a presentation I gave at a Platforum event a few weeks ago. I tried to make it ‘fun’.
http://madebymany.com/blog/how-to-make-the-right-product

Published in: Business, Technology

How To Make The Right Product

  1. @andywhitlock HOW TO MAKE THE RIGHT PRODUCT I SMASHED TOGETHER SOME ‘FUN’ SLIDES ON CO N TA IN S M ETA PH O RS
  2. WE WORK IN THIS SMALL BUILDING
  3. image credit: Telegraph.co.uk BUT WE HELP COMPANIES THAT WORK IN BIG BUILDINGS LIKE THESE (BY MAKING DIGITAL PRODUCTS FOR THEM)
  4. ‘Products as marketing’ and/or ‘Nimble innovation’ THEY MOSTLY COME TO US FOR TWO REASONS:
  5. IT’S HARD ‘MAKING THINGS HAPPEN’ IN BIG ORGANISATIONS...
  6. WHICH IS WHY PEOPLE RESORT TO JEDI MIND TRICKS TO GET THEIR WAY image credits TL to BR: businessmag.co.uk , http://www.flickr.com/photos/the_warfield/4992455554/ , http://www.houstonchronicle.com/, http://businessresourceinternational.wordpress.com/
  7. I WASN’T BEING SEXIST ON THAT LAST SLIDE. ACCORDING TO THE WORLD OF STOCK PHOTOGRAPHY, ONLY BUSINESS MEN DO JEDI MIND TRICKS. BUSINESS WOMEN DO THIS...
  8. ANYWAY... image credits L to R: http://www.24-7pressrelease.com/, http://womeninbiznetwork.com/, http://womenentrepreneursecrets.blogspot.co.uk/
  9. Products as marketing: Nimble innovation: A COUPLE OF OUR PROJECTS...
  10. Skype in the Classroom
  11. image credit: www.engagethelearner.net SKYPE: ‘LET’S SHOUT ABOUT HOW TEACHERS ARE USING SKYPE’
  12. image credit: www.engagethelearner.net US: ‘HOW ABOUT WE HELP THEM GET MORE OUT OF SKYPE INSTEAD?’
  13. 2 days in (THAT FFWD SIGN MEANS SPEED. WOOOSH!)
  14. 2 days in SPEED MEANT LESS TIME ON THE WRONG IDEA, THANKS TO CONSTANT TESTING WITH TEACHERS WRONG
  15. 2 weeks in WE GAUGED PUBLIC INTEREST IN A FORTNIGHT
  16. 8 weeks in FIRST RELEASE
  17. If Skype can have 170 million connected users in eight years, can’t we have 1 million connected classrooms? “ Tony Bates President, Skype
  18. 62,000+ teachers in 231 countries lessons in 66 languages RIGHT NOW WE HAVE:
  19. 62,000+ teachers in 231 countries lessons in 66 languages AND SOME ‘FAIRLY GOOD’ PARTNERS ! !! !!! RIGHT NOW WE HAVE:
  20. Featured by MEDIA COVERAGE IS A BY-PRODUCT
  21. Mobile wallet
  22. *CHECKS THAT WE’RE ALLOWED TO TALK ABOUT THIS PROJECT*
  23. WEVE IS A JOINT VENTURE BETWEEN...
  24. THEY’RE NOT STRANGERS TO INNOVATION... BUT MERGING THE EFFORTS OF 3 LARGE, COMPLEX BUSINESSES WOULD PROBABLY REQUIRE A LOT OF, YOU KNOW...
  25. image credits: http://www.houstonchronicle.com/ , http://www.flickr.com/photos/the_warfield/4992455554/
  26. BUT WE’VE BEEN FREE TO QUICKLY TEST PROTOTYPES IN LIVE ENVIRONMENTS... MAINTAINING MOMENTUM AND PURPOSE
  27. (NO GLIMPSE AT THE PRODUCT, SORRY)
  28. AND WE COULD USE NEW TOOLS AND PROCESSES WITHOUT SIGN-OFF
  29. easy...TO MAKE PRODUCTS ISN’T IT REALLY, IT’S GETTING PRETTY...
  30. LOOK, WE’RE ALL AT IT!
  31. image credit: Shutterstock via Wired.co.uk HE CAN DO IT AND HE’S ONLY 12 AND HIS COMPUTER IS FROM THE 80S
  32. image credit: Shutterstock via Wired.co.uk AND IT’S NOT EVEN PLUGGED IN
  33. image credit: Telegraph.co.uk THIS 16YO SOLD HIS PRODUCT FOR ~$30M
  34. easy
  35. But making the right product is hard (SEE WHAT I DID THERE)
  36. customers need it grows the business the right product (beyond launch!)
  37. Digital landfill MOST EFFORTS END UP HERE, UNWANTED, UNUSED OR UN-LAUNCHED
  38. Digital landfill MOST EFFORTS END UP HERE, UNWANTED, UNUSED OR UN-LAUNCHED :(
  39. 1. Box-ticking 2. Self-indulgence 3. Listening too much to lawyers 4. Denial 4 reasons things go wrong:
  40. 1. Box-ticking IT’S A MEANS TO AN END, NOT AN END IN ITSELF TOO MUCH DAYLIGHT BETWEEN THE TICKERS AND THE DOERS
  41. 2. Self-indulgence I HAVE THE ANSWER AND IT’S SHINY LAUNCH-FOCUS AND/OR CV-FOCUS
  42. 3. Listening too much to lawyers QUIZ: GUESS HOW MANY PASSWORDS YOU NEED TO USE ONE WALLET APP THAT WE CAME ACROSS? (POLITELY CENSORED)
  43. 3. Listening too much to lawyers QUIZ: GUESS HOW MANY PASSWORDS YOU NEED TO USE ONE WALLET APP THAT WE CAME ACROSS? (POLITELY CENSORED) 7
  44. QUIZ: GUESS HOW MANY PASSWORDS YOU NEED TO USE ONE WALLET APP THAT WE CAME ACROSS? 3. Listening too much to lawyers 7 THAT SENTENCE WAS A BIT FACETIOUS. THE POINT IS REALLY ABOUT TREATING UNREASONABLE BARRIERS AS ACCEPTABLE CONSTRAINTS RATHER THAN OBSTACLES TO TACKLE.
  45. 4. Denial NOT ACKNOWLEDGING KNOWLEDGE GAPS; BEING AFRAID TO TURN BACK
  46. These aren’t small problems
  47. THIS LED MxM TO BUILD A COMPANY FROM SCRATCH: • A COMMITMENT TO MINIMISE WASTE • VALUE THROUGH THE EYES OF THE END CUSTOMER image credit: http://www.leanblog.org/
  48. LEARN MAKE TEST A FAMILIAR TIMELINE WITH A GREAT RISK: FINDING OUT THE TRUTH VERY LATE ON
  49. LEARN MAKE TEST SHORT CYCLES MEAN LESS TIME NOT KNOWING
  50. The vision is the first thing to change Ego is replaced with evidence Progress not based on deliverables Scary implications
  51. Product in people’s hands within days Waste is dramatically reduced Desirability is guaranteed But some brilliant ones too
  52. image credit: Telegraph.co.uk ACTUALLY, THIS EARLY SLIDE WAS MISLEADING... YOU CAN’T ‘OUTSOURCE’ SUCCESS
  53. image credit: Telegraph.co.uk YOU CAN’T ‘OUTSOURCE’ SUCCESS OPERATIONAL INTEGRATION HAS TO BE BAKED IN...
  54. ITV NEWS REDESIGN: WE DIDN’T JUST PROTOTYPE THE CONSUMER-FACING PRODUCT...
  55. WE PROTOTYPED THE WORKFLOW WITH JOURNALISTS AND REDESIGNED THEIR TOOLS AS A RESULT
  56. SO, AT THIS POINT I WENT INTO A BIT OF A RANT, USING LOFTY PHRASES LIKE ‘OPERATIONAL FEASIBILITY’. INNOVATING IN A ‘SAFE ZONE’ DOESN’T MEAN YOU CAN OR SHOULD DELAY INTEGRATION CONVERSATIONS UNTIL LATER. SOLUTIONS ARE SYSTEMS, SO LET’S WORK IT THROUGH AS A SYSTEM, TACKLING OPERATIONAL COMPONENTS LIKE ANY OTHER.
  57. SOMETIMES WE DO THIS WELL. BUT IT’S NOT EASY. WE CAN DO BETTER. THIS SLIDE IS TURNING INTO THERAPY. I JUST WANT TO FIND MEANING IN LIFE!! NEXT SLIDE, NEXT SLIDE..
  58. 25k/day to 160k/day Visitors +518% Regularly scoops the BBC & Sky IT WORKS! SO IT’S WORTH FIGHTING FOR
  59. 1. Loads of barriers to making the right product 2. Requires a fundamental shift to work ‘Lean’ 3. Small, independent teams can do this more easily 4. Bake operational integration into the process WRAP UP SLIDE! MANDATORY
  60. madebymany.com “Life’s too short to build things nobody wants” - Ash Maurya, author of Running Lean

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