Solve problems@martinbailiecommercial strategy director                               1
innovation =a process of trial anderrorin search of aproduct/market fit                         2
problems           3
pure pain andfrustration                4
“The basic idea is that people don’t go aroundlooking for products to buy.Instead, they take life as it comes and whenthey...
what problems do users ofcontent have?what are the frustrations?the pain points?what emotional need doescontent answer?   ...
the search to solveproblems drives behaviourchange.                            7
“angry people dictate the           future of technology”           and we’re all in the           technology business.Jef...
platformuser          content       hardware                        9
the          the                                        efficients   laughers                         the                 ...
problems           11
the      morning must-know problem      quick                                                   45%      topics I want    ...
the      morning must-know problemGlue isobar survey n150 UK adult respondents, November 2012                             ...
the      evening pleasure problem                                                              40% of      1 hr 40 mins   ...
When the laptop is open, TV is the second screenThinkbox 2012/ Cog research                                               ...
16
17
the      quality reads problem      topics I like,      when I want them      serendipity      but limited wasteGlue isoba...
thewaste problemlearning what I likePAYGbeautifully presented                        19
the  waste problem  RSS users are more  risk averse than average  (control AND content)Aegis CCS 2012 survey (n10k UK adul...
thebeing part of… problemfor a community,not for subject news                         21
“Content is that which fillssomething.Service is that whichaccomplishes something.”Jeff Jarvis                            ...
SaaSWaaSCaaS?        23
“We hope to rewire the waypeople spread and consume        information.”   Mark Zuckerberg, May 2012                      ...
25
Go forth and experiment!       @martinbailie                           26
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AOP London: Solve problems: treating content as a product

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This is a recent presentation to members of the Association of Online Publishers in London. I looked at publishing and content through the filter of product development. In this way, we saw content delivered to solve user problems; eg. the evening leisure problem, the morning 'need to know' problem. I also shared the idea of Content as a Service (courtesy of Jeff Jarvis).

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AOP London: Solve problems: treating content as a product

  1. 1. Solve problems@martinbailiecommercial strategy director 1
  2. 2. innovation =a process of trial anderrorin search of aproduct/market fit 2
  3. 3. problems 3
  4. 4. pure pain andfrustration 4
  5. 5. “The basic idea is that people don’t go aroundlooking for products to buy.Instead, they take life as it comes and whenthey encounter a problem, they look for asolution—and at that point, they’ll hire aproduct or service.It is the job, and not the customer or theproduct, that should be the fundamental unitof analysis.”Clayton Christensen — author of The 5
  6. 6. what problems do users ofcontent have?what are the frustrations?the pain points?what emotional need doescontent answer? 6
  7. 7. the search to solveproblems drives behaviourchange. 7
  8. 8. “angry people dictate the future of technology” and we’re all in the technology business.Jeff Bonforte via Marty Cagan 8
  9. 9. platformuser content hardware 9
  10. 10. the the efficients laughers the the the irrationals comfortables lovers perceived painJeff Bonforte via Marty Cagan Everett Rogers Technology Adoption Lifecycle model 10
  11. 11. problems 11
  12. 12. the morning must-know problem quick 45% topics I want twitter is first source of offline! breaking newsGlue isobar survey n150 UK adult respondents, November 2012 12
  13. 13. the morning must-know problemGlue isobar survey n150 UK adult respondents, November 2012 13
  14. 14. the evening pleasure problem 40% of 1 hr 40 mins tablet of opportunity owners only read news in the evening on theirGlue isobar survey n150 UK adult respondents, November 2012 tablets 14
  15. 15. When the laptop is open, TV is the second screenThinkbox 2012/ Cog research 15
  16. 16. 16
  17. 17. 17
  18. 18. the quality reads problem topics I like, when I want them serendipity but limited wasteGlue isobar survey n150 UK adult respondents, November 2012 18
  19. 19. thewaste problemlearning what I likePAYGbeautifully presented 19
  20. 20. the waste problem RSS users are more risk averse than average (control AND content)Aegis CCS 2012 survey (n10k UK adults) 20
  21. 21. thebeing part of… problemfor a community,not for subject news 21
  22. 22. “Content is that which fillssomething.Service is that whichaccomplishes something.”Jeff Jarvis 22
  23. 23. SaaSWaaSCaaS? 23
  24. 24. “We hope to rewire the waypeople spread and consume information.” Mark Zuckerberg, May 2012 24
  25. 25. 25
  26. 26. Go forth and experiment! @martinbailie 26

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