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The Value of Insight as Intellectual Property

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Slides from a webinar hosted by Ryma's Grandview PMV (product management view) team. Recording of the session is available at …

Slides from a webinar hosted by Ryma's Grandview PMV (product management view) team. Recording of the session is available at http://grandview.rymatech.com/2011/186-value-of-insights-as-intellectual-property.html

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  • OK, so not really “new” – but “newly emphasized”Your Market is a moving target. This is not a BUFD/BUFR one-and-done investment, but a framework for ongoing analysis
  • Transcript

    • 1. Insights… …as intellectual property
      Product Management View
      2011-03-23
      Scott Sehlhorst, Tyner Blain
      1
      Ryma’s Grandview PMV page includes a recording of this webinar
      http://webinars.rymatech.com/webinars/20110323/20110323_Value_of_Insights_as_Intellectual_Property.pdf
      and a downloadable version of these slides (pdf format)
      Thanks to Val and Bradley and the team for inviting me to present this for them! Search Twitter for #PMV to keep
      up with what they are doing every week, and follow me on twitter (@sehlhorst). Thanks for reading
    • 2. Insights… …as intellectual property
      Product Management View
      2011-03-23
      Scott Sehlhorst, Tyner Blain
      2
    • 3. About the Author
      3
      Founded Tyner Blain 2005
      agile Product Manager / Product Owner
      13 Years in Software
      Product / Program Management / Ownership
      Business Architecture / Analysis
      Technical Consulting & Consulting Mgmt
      Developer, Architect, Pre-sales
      8 Years as an Electromechanical Design Engineer
      BSME Carnegie Mellon 1990 (yes, I’m old)
      @sehlhorst on Twitter
    • 4. The Old Intellectual Property
      4
    • 5. The New Intellectual Property……for Product Managers
      Understanding Your Market
      Understanding Your Customers
      Understanding Your Competitors
      Understanding Your Trends
      Understanding Your Business
      5
    • 6. Market Models
      6
    • 7. Ex: Customer Model - Trust Pyramid
      7
    • 8. Problems & Personas
      For Whom Is Each Problem Important?
      8
    • 9. Problems & Personas
      The Nature of the Problem for each persona
      9
    • 10. Ex: Competitive Analysis Dashboard
      10
    • 11. Trends
      11
    • 12. Ex: Revenue Model
      12
    • 13. Ex: Revenue Model – On The Wall
      13
    • 14. Incremental Investment
      This Is a Lot of Work
      It Is Not Big Up Front Requirements (BUFR)
      Build as you Go
      14
    • 15. The New Intellectual Property……for Product Managers
      Understanding Your Market
      Understanding Your Customers
      Understanding Your Competitors
      Understanding Your Trends
      Understanding Your Business
      Capture Those Insights – That is Your IP
      Useful to You & Your Team
      Incremental Investment
      15
    • 16. Thanks Very Much!
      Any Questions?
      Scott Sehlhorst, Tyner Blain
      http://tynerblain.com/blog/
      @sehlhorst
      16
    • 17. References
      Kano Analysis Webinar and Slides
      http://grandview.rymatech.com/2009/163-kano-analysis.html
      http://www.slideshare.net/ssehlhorst/kano-analysis20090923
      Zen Agile
      http://zenagile.wordpress.com/2010/03/06/the-flow-of-agile-requirements-artefacts/
      Images
      http://www.sxc.hu/index.phtml
      http://www.flickr.com/photos/monkeypuzzle/2754137841/sizes/o/in/photostream/
      17

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