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The Importance of Innovation and Transparency
 

The Importance of Innovation and Transparency

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Transparency in understanding your market and communicating that understanding throughout the development process is key to creating innovative products. Innovative product creation requires teams ...

Transparency in understanding your market and communicating that understanding throughout the development process is key to creating innovative products. Innovative product creation requires teams today, so transparency of market needs and expectations is critical to success.

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  • An interpretation of transparency that allows us to talk about how communication throughout the product creation process is critical
  • An automated insulin pump is innovative. A USB-powered rocket launcher is a novelty.The iPod was innovative, but not independently defensible. The economics were not disruptive. But the iPod ecosystem is defensible.Walkmans disappeared. “Carry Around Your Library” was a latent need.Blue & Red OceansDefine a New MarketSlog It OutDefensibility
  • Attribution for photo at end of presentation“THE” understanding vs. “THAT” understanding
  • A single genius can’t spend four years on a masterpiece and succeed & sustain in our markets. 500 years ago, Michelangelo was half-way done painting the Sistine Chapel.And you need transparency of those market problems to propagate through the team.Because a single mind is no longer juggling the understanding of the market, the design approach, and the implementation details.
  • Understanding is not just “today’s snapshot” – also predicting market responses and competitor reactions
  • Transparency is removing the barriers to understandingMarket & user research gets you dataSynthesis and modeling of data gets you insightsInsights expose opportunities for innovation
  • The “right” requirements are NOT what people ask for – they are a representation of what people need that causes them to ask for stuff.Cindy Alvarez: “Customers may not be able to articulate what they want, but they can’t hide what they need.”
  • Transparency = Making sure corporate (and user) goals are understood and acknowledged by stakeholders.Getting stakeholders (beneficiaries, sponsors) to agree – they are delegating design and implementation choices.Stakeholders can either specify or approve “which goals are to be addressed by this product”, but not how the implementation addresses them.When people throw out Steve Jobs as an example – keep in mind that Mr. Jobs is not just CEO, he is senior designer . He’s playing two roles.Customers may ask for a faster horse – and executives may insist that the horse can monitor the loading of the cart. What we have to do is assure that the product manager uncovers the goals (get there faster, assure delivery of goods)We’ll come back to “Sign-off” on designs and implementations
  • You need both invention and value feeding into your process.Uno animo – latin for “with one mind” : term shamelessly stolen from Frederick Brooks, from The Design of Design.Collaborative design: In parallel, the dreaded “design by committee” – workable in series of sequential & siloed areas of ownershipDesign clarity – when people comment on the elegance of a design, they are not just expressing an affinity for the design, but acknowledging the clarity of the design. A clear and consistent design does not assure a great design – but a design can’t be great without a unifying and consistent core.An added bonus of understanding -

The Importance of Innovation and Transparency The Importance of Innovation and Transparency Presentation Transcript

  • Accept 360 2010-07-28 Scott Sehlhorst, Tyner Blain IMPORTANCE OF INNOVATION & TRANSPARENCY 2010-07-28 Accept 360 Transparency Webinar Series Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 1
  • Recorded Webinar • This presentation was given as a webinar in the Accept360 transparency series in their Product Innovation Management channel • You can watch it on demand at http://www.brighttalk.com/webcast/21695 • The following are the original slides (better quality for offline review). Please share feedback (here or @sehlhorst on Twitter) 2010-07-28 Accept 360 Transparency Webinar Series Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 2
  • About the Speaker Founded Tyner Blain 2005 20 Years Creating Products – Product Management & Ownership – Business Strategy & Analysis – Technical Consulting & Consulting Mgmt – Developer, Architect, Pre-Seller – Electromechanical Design Engineer – eCommerce, B2C, B2B, B2B2C 5 Years of Writing About It – ~750 articles, ~ 1M page views @sehlhorst on Twitter 2010-07-28 Accept 360 Transparency Webinar Series Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 3
  • Agenda Today’s Definitions of Innovation & Transparency – Guaranteed useful for the next hour only… Product Creation Lifecycle – Market Understanding – Goal Focused Stakeholders – Invention Infusion – Execution Alignment – Feedback Loops 2010-07-28 Accept 360 Transparency Webinar Series Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 4
  • Innovation = Valuable Invention Focus on the Value – Solve Problems People Will Pay To Solve – These Are The Right Requirements Expect – Market Disruption – Uncovering Latent Needs – Competitive Response 2010-07-28 Accept 360 Transparency Webinar Series Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 5
  • One Definition of Transparency Transparency as the opposite of Opacity – Opaqueness prevents you from understanding Transparency allows you to see and understand Share that understanding to provide context throughout the product creation process 2010-07-28 Accept 360 Transparency Webinar Series 2010-07-28 Accept 360 Transparency Webinar Series Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 6 Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/)
  • Innovation – Transparency Req’d At Today’s Scale – Complexity of Technology – Rapidly Evolving Market Needs – Agile Competitors You Need A Team of Specialists – Gaining Insight – Market Understanding – Invention with Insight – Design Excellence – Executing With Repeated Invention & Insight 2010-07-28 Accept 360 Transparency Webinar Series Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 7
  • Market Understanding Understand your customers – Personas’ goals and problems – “What’s now?” for your customers Anticipate Your Market’s Future – “What’s next?” for your customers – “What’s next?” from your competitors 2010-07-28 Accept 360 Transparency Webinar Series Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 8
  • Insight Defines Goals Market & user research gets you data Synthesis and modeling of data gets you insights Insights unlock opportunities for innovation 2010-07-28 Accept 360 Transparency Webinar Series Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 9
  • Facebook’s Faster Horse In 2005 Facebook Was Semi-Private In 2009 People asked for detailed Privacy Settings In 2010 People asked for coarse Privacy Settings People Have What They Want … but Not What They Need 2010-07-28 Accept 360 Transparency Webinar Series Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 10
  • Goal Focused Stakeholders Stakeholders Own The Goals NOT Implementation NOT Features NOT Design Transparency of Goals + Trust and Delegation 2010-07-28 Accept 360 Transparency Webinar Series Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 11
  • Design Infuses Invention Design Clarity – Acting Uno Animo – “Solve This Problem, With This Approach” Designer-Inventor – Must Understand the Value Implementation Team – Must Understand the Value – Must Understand the Design 2010-07-28 Accept 360 Transparency Webinar Series Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 12
  • Great Products Need Both Great Products Require Both – Invention / Design – Value Either Without The Other is Unpleasant 2010-07-28 Accept 360 Transparency Webinar Series Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 13
  • Provide Context for Development & QA Transparency of … – User Goals – Buyer Goals – Corporate Goals – Design Clarity … Provides Context for the Implementation Team 2010-07-28 Accept 360 Transparency Webinar Series Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 14
  • Feedback Loops Proactive Engagement & Validation – External stakeholders (users & buyers) – Internal stakeholders (execs, sponsors, & beneficiaries) Grow Trust Share Understanding Get Smarter 2010-07-28 Accept 360 Transparency Webinar Series Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 15
  • Thanks Very Much! Questions Now? [cue the moderator] Questions Later? [join the conversation] http://tynerblain.com/blog/ @sehlhorst & #prodmgmt Scott Sehlhorst, Tyner Blain 2010-07-28 Accept 360 Transparency Webinar Series Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 16
  • References & Attributions Refraction through glasses image: http://commons.wikimedia.org/wiki/File:Refraction_through_glasses_090306.jpg Newspaper vending machines http://www.flickr.com/photos/allaboutgeorge/2583886589/ BBC News Online http://www.flickr.com/photos/24987280@N00/2199162331 God Creates Adam (Sistine Chapel) http://www.flickr.com/photos/ideacreamanuelapps/3542203718/ Mick Jagger http://commons.wikimedia.org/wiki/File:Jagger_live_Italy_2003.JPG Paul Adams on real-life social networks http://www.slideshare.net/padday/the-real-life-social-network-v2 DOE Battery and Electric Vehicle Report (a longer-term analysis example, removed from pres.) http://www.whitehouse.gov/files/documents/Battery-and-Electric-Vehicle-Report-FINAL.pdf Top Ten Tips for Preventing Innovation (a bonus to say thanks for reading this far) http://tynerblain.com/blog/2006/03/06/top-ten-tips-for-preventing-innovation/ 2010-07-28 Accept 360 Transparency Webinar Series Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 17