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A presentation on identifying winning products. How to develop and structure product development to be successful.

A presentation on identifying winning products. How to develop and structure product development to be successful.

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Transcript

  • 1. Identifying Winning Products“Successful Product Development Workshop” 28th June 2011Convened through: ‘Opportunity Hamilton’Locus Research, Motovated Design & Analysis, EverEdgeIP, Tompkins WakePresenter: Timothy Allan - Locus Research Ltd 1
  • 2. Identifying Winning Products“Successful Product Development Workshop” 28th June 2011Convened through: ‘Opportunity Hamilton’Locus Research, Motovated Design & Analysis, EverEdgeIP, Tompkins WakePresenter: Timothy Allan - Locus Research Ltd 1
  • 3. The Three Stooges How do you Identify a winning product before you have done it? What are the ingredients of success? Why does working together matter so much? 2
  • 4. My Bias New, is not always better, Being the best is what matters; Be Pragmatic; Research is not Negotiable; Product Integrity is Paramount. 3
  • 5. Hope ft. the space pen 4
  • 6. Hope ft. the space pen 4
  • 7. Hope ft. the space pen 4
  • 8. More does not mean better All the Resources and yet? More bureaucracy & constraints; Feeling you ‘should’ be able to do it; Many innovative people are not a good fit with established environments; Humble Life Vs. Mighty Leap. 5
  • 9. Ingredients of Success 6
  • 10. Ingredients of Success 6
  • 11. Ingredients of SuccessRaw materials(Your Resources) 6
  • 12. Ingredients of SuccessRaw materials(Your Resources) 6
  • 13. Ingredients of SuccessRaw materials Process(Your Resources) (Your Structure & Sequence) 6
  • 14. Ingredients of SuccessRaw materials Process(Your Resources) (Your Structure & Sequence) 6
  • 15. Ingredients of SuccessRaw materials Process Timing(Your Resources) (Your Structure & Sequence) (Decisions & Execution) 6
  • 16. Observation is Free Success is characterised by a few things falling into line at the right time; These are external to us, and are not defined by us although we may be involved with them; To the Observant; These trends changes and opportunities can be isolated and translated into something meaningful and could underpin a product development. 7
  • 17. Get into Place 8
  • 18. Get into Place 8
  • 19. Be Original 9
  • 20. Be Original 9
  • 21. My Ideas better than yours Ideas are like possessions; Idea’s are a battleground for Ego’s where objectivity has no place; Yet Objective decision making is central to our ability to develop products successfully; At the start of the process we deliberately avoid idea generation. 10
  • 22. Out of Focus 11
  • 23. Out of Focus 11
  • 24. Out of Focus 11
  • 25. Out of Focus 11
  • 26. Broad not Deep You need to have a deep depth of field Forgo the narrow, macro view; Cover as much ground as possible, relationships between things are important; Project, people, structure, consumer, gatekeeper, life cycle, packaging, distribution, risk, standards, compliance ~ 12
  • 27. Can you make a business out of it? Makes you ask the tough questions๏ Is in growth or in decline?๏ Regulatory change?๏ Traffic jam or country road?๏ Purchasing values?๏ Easy to extend the offer? 13
  • 28. Down the garden path Asking others about whether an idea is good or not is circular; People like the concept of user led research because it provides what they think is validation; You can’t deliver what someone thinks they want in their head, you’ll never get there, you’ll be led down the garden path. Get off the fence. 14
  • 29. Lead or be led 15
  • 30. Lead or be led 15
  • 31. Customer Experience 16
  • 32. Customer Experience 16
  • 33. It Starts with your team To most companies developing products is not their core business; If it was, it would be everyones concern, not just the R&D teams; Bringing all the disciplines together enables you to deliver a cohesive, unified product to market. 17
  • 34. Resistance Always likely to be resistance to this approach Forces people to communicate, be open, transparent, change the way they work; If someone does not, ask them to clearly justify why others don’t need to be involved..(?) Ideas are possessions which have no time for objectivity. 18
  • 35. Need for Speed If your teams integrated; They understand & they are thinking about it; No lengthy handoffs, 3rd party briefings, miscommunication; This increases your speed to market by collapsing the existing linear process into a concurrent & more dynamic process. 19
  • 36. Feeling it on the inside Look to create internal momentum & motivation; Your team needs to have the self confidence to feel successful; Your confidence rubs off on those that you present and talk to; You can change peoples minds; Make sure your project is built to succeed and your team believes it. 20
  • 37. Takeaways More does not mean better; Raw Materials + Process + Timing = Results; Observations is Free, it is your advantage; Get into Place, and out of the chair; Be Original; Ideas are like posessions. 21
  • 38. Takeaways Increase your depth of field; Look at Categories not specific ideas; Can you make a business out of it? Don’t get led down the garden path; Product development requires leadership; Your customers experience your product in one place 22
  • 39. Takeaways It starts with your team; Product Development should be a core part of your business; Being integrated creates a quicker more concurrent approach; Your team needs to build the momentum and develop the self confidence to succeed (Internally). 23
  • 40. http://public.iwork.com/document/?d=IdentifyingWinningProducts_Remix.key&a=p1110747403 24