The Marketing Side of Agile:       10 Secrets for SuccessSilicon Valley Product Management Association                Sept...
Ronald Brown Bio       • Packaged-goods marketing skills from Nestle, BBDO         and J. Walter Thompson (Account Managem...
Ronald Brown Bio       • Internet and general management experience at         eFax.com (President)          – “Won with m...
Through it All, the Customer Has Remained King                    rbrown@browncompany.comSeptember 7, 2011         © 2011 ...
At the Best Performing Firms,          49% of Sales Come From New ProductsSeptember 7, 2011     © 2011 Brown & Company LLC...
Failure Rates       • 50 years ago, most products were successful       • 20 years ago, failure rates were around 50%     ...
Globally, Firms Are Wasting Hundreds of               Billions of Dollars AnnuallySeptember 7, 2011      © 2011 Brown & Co...
What Do Leaders Do That the Rest of Us Don’t?September 7, 2011   © 2011 Brown & Company LLC   8
Meeting With Engineers       • Agile Development Team          – Incorporate customer feedback regularly              • #1...
Anticipate. The Architecture  of Small Team Innovation and Product Success       • 60 years of industry research       • I...
#1. Make Entrepreneurial Teams the Focal Point              of Their Strategy       • Slow development time #1 obstacle to...
#2. Push Decision Making to the “Edges” of the                  OrganizationSeptember 7, 2011   © 2011 Brown & Company LLC...
#3. Employ Development Techniques Tailored           for the “Fuzzy” Front-EndSeptember 7, 2011   © 2011 Brown & Company L...
#4. Commit to Customer Immersion and              Problem Detection TechniquesSeptember 7, 2011    © 2011 Brown & Company ...
Customer Immersion       • Social Anthropology       • Customer Immersion       • Living with real people          – P&G: ...
Problem Detection       • Aspirin or vitamin?       • Leading companies solve Important Problems          – Urgency + rele...
#5. Develop Creative Problem-Solving Skills at                    All LevelsSeptember 7, 2011   © 2011 Brown & Company LLC...
#1 Need       • 1,500 CEOs, 60 countries, 33 industries          – Creativity is #1 need             • Ahead of rigor, man...
#6. Generate Meaningful Ideas From the Entire                 Value ChainSeptember 7, 2011   © 2011 Brown & Company LLC   19
#7. Emphasize Superior Implementation              Throughout the Organization       • Innovation is one of three drivers ...
Innovation StructureSeptember 7, 2011       © 2011 Brown & Company LLC   21
#8. Utilize Business Models for Strategic                          Planning        • Transaction level value creation     ...
Surprise!       • Also designed to generate stories       • Stories are what customers buy          – Fuel for word of mou...
#9. Recognize the Importance of Precise                        Messaging       • #1 reason for failure: nothing unique    ...
Special Formula       • Unique Selling Proposition (USP)          1. Tangible Benefit          2. Differentiates          ...
Strategic Positioning Statement       • Additional elements             1. Target Audience             2. Reason Why      ...
#10. Measure and Track Key Decisions       • Feedback enables continuous improvement and         “repeatability“       • P...
Simple AuditSeptember 7, 2011   © 2011 Brown & Company LLC   28
Summary       1. Entrepreneurial teams       2. Push decisions to the “edges”       3. Development for “fuzzy” front-end  ...
Summary       6. Ideas from the entire value chain       7. Superior implementation       8. Business models       9. Prec...
Q/A: 15 Minutes                         • Anticipate. The Architecture of                           Small Team Innovation ...
Upcoming SlideShare
Loading in …5
×

The Marketing side of Agile: 10 Secrets for Success

305
-1

Published on

The Marketing side of Agile: 10 Secrets for Success by Ron Brown at SVPMA Monthly Event September 2011


Go to link below for notes from this event
http://svpma.org/2011/09/september-2011-event/

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
305
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

The Marketing side of Agile: 10 Secrets for Success

  1. 1. The Marketing Side of Agile: 10 Secrets for SuccessSilicon Valley Product Management Association September 7, 2011
  2. 2. Ronald Brown Bio • Packaged-goods marketing skills from Nestle, BBDO and J. Walter Thompson (Account Management) – “Incubators of business creativity” • High-tech hardware and software experience at Wyse Technology (VP Corporate Marketing) – “Use the value chain to great strategic advantage”September 7, 2011 © 2011 Brown & Company LLC 2
  3. 3. Ronald Brown Bio • Internet and general management experience at eFax.com (President) – “Won with message strength and user simplicity” • Currently CEO of United Keys, Inc. – “PC keyboards waiting to be monetized” • Also CEO of Brown & Company LLC, a new products consultancy – “Improve team innovation skills and develop new product ideas”September 7, 2011 © 2011 Brown & Company LLC 3
  4. 4. Through it All, the Customer Has Remained King rbrown@browncompany.comSeptember 7, 2011 © 2011 Brown & Company LLC 4
  5. 5. At the Best Performing Firms, 49% of Sales Come From New ProductsSeptember 7, 2011 © 2011 Brown & Company LLC 5
  6. 6. Failure Rates • 50 years ago, most products were successful • 20 years ago, failure rates were around 50% • Today, failure rates are above 70% • Things are getting worse, not betterSeptember 7, 2011 © 2011 Brown & Company LLC 6
  7. 7. Globally, Firms Are Wasting Hundreds of Billions of Dollars AnnuallySeptember 7, 2011 © 2011 Brown & Company LLC 7
  8. 8. What Do Leaders Do That the Rest of Us Don’t?September 7, 2011 © 2011 Brown & Company LLC 8
  9. 9. Meeting With Engineers • Agile Development Team – Incorporate customer feedback regularly • #1 on the Manifesto • Converting input to features is easier said than done – Customers are fickle, don’t know what’s possible – That’s where marketing comes in • “Do you have any marketing training?” – “No”September 7, 2011 © 2011 Brown & Company LLC 9
  10. 10. Anticipate. The Architecture of Small Team Innovation and Product Success • 60 years of industry research • Interviews with developers and management at leading companies • Available at Amazon, iTunes, Barnes & Noble, and KoboSeptember 7, 2011 © 2011 Brown & Company LLC 10
  11. 11. #1. Make Entrepreneurial Teams the Focal Point of Their Strategy • Slow development time #1 obstacle to innovation • Problem: inflexible linear development processes • Steadily, “Waterfall” is giving way to Agile 1. Faster times to market 2. Reduced risk 3. Less late-stage rework • “Small, cross-functional groups that are empowered to make decisions”September 7, 2011 © 2011 Brown & Company LLC 11
  12. 12. #2. Push Decision Making to the “Edges” of the OrganizationSeptember 7, 2011 © 2011 Brown & Company LLC 12
  13. 13. #3. Employ Development Techniques Tailored for the “Fuzzy” Front-EndSeptember 7, 2011 © 2011 Brown & Company LLC 13
  14. 14. #4. Commit to Customer Immersion and Problem Detection TechniquesSeptember 7, 2011 © 2011 Brown & Company LLC 14
  15. 15. Customer Immersion • Social Anthropology • Customer Immersion • Living with real people – P&G: “Living it Up” – Sales +85% in 7 years • Most valuable skill: you’ll start thinking like your customers • You will be able to Anticipate their needsSeptember 7, 2011 © 2011 Brown & Company LLC 15
  16. 16. Problem Detection • Aspirin or vitamin? • Leading companies solve Important Problems – Urgency + relevancy – “Screaming baby” • Problem Detection Study • Ideal for Agile teamsSeptember 7, 2011 © 2011 Brown & Company LLC 16
  17. 17. #5. Develop Creative Problem-Solving Skills at All LevelsSeptember 7, 2011 © 2011 Brown & Company LLC 17
  18. 18. #1 Need • 1,500 CEOs, 60 countries, 33 industries – Creativity is #1 need • Ahead of rigor, management discipline, integrity, vision • Why? Global complexity and commoditization • Creativity is the overarching strategic imperative for surviving and thriving in coming decadesSeptember 7, 2011 © 2011 Brown & Company LLC 18
  19. 19. #6. Generate Meaningful Ideas From the Entire Value ChainSeptember 7, 2011 © 2011 Brown & Company LLC 19
  20. 20. #7. Emphasize Superior Implementation Throughout the Organization • Innovation is one of three drivers of growth – But generally disappointed • Why? – We concentrate too heavily on ideas • Innovation is a process, deliberate and structured • We don’t like the term implementation – What a huge mistake – Main reason for product failureSeptember 7, 2011 © 2011 Brown & Company LLC 20
  21. 21. Innovation StructureSeptember 7, 2011 © 2011 Brown & Company LLC 21
  22. 22. #8. Utilize Business Models for Strategic Planning • Transaction level value creation • Analyzed for financial impact and customer value • Meant to evolve, play “what if?”September 7, 2011 © 2011 Brown & Company LLC 22
  23. 23. Surprise! • Also designed to generate stories • Stories are what customers buy – Fuel for word of mouth communications • Business models fail when: – Narrative (story) doesn’t make sense – Numbers (P&L) don’t add upSeptember 7, 2011 © 2011 Brown & Company LLC 23
  24. 24. #9. Recognize the Importance of Precise Messaging • #1 reason for failure: nothing unique – Differentiation is “tip of arrow” – Value proposition seals the deal • Positioning – Limited mental space – “Position” against existing solutions – Presentation has to be razor-sharp • Repeated oftenSeptember 7, 2011 © 2011 Brown & Company LLC 24
  25. 25. Special Formula • Unique Selling Proposition (USP) 1. Tangible Benefit 2. Differentiates 3. Motivates large audience to act • Tangible = experience through senses – Easier to sellSeptember 7, 2011 © 2011 Brown & Company LLC 25
  26. 26. Strategic Positioning Statement • Additional elements 1. Target Audience 2. Reason Why 3. Brand Character • Formula: Target + USP + Reason Why + Brand = SPS • Tough to select one benefit • Reason Why = Proof and “Drama”September 7, 2011 © 2011 Brown & Company LLC 26
  27. 27. #10. Measure and Track Key Decisions • Feedback enables continuous improvement and “repeatability“ • Powerful competitive advantages • Processes: – React quickly – Reduce mistakes – Accelerate start and completion of projectsSeptember 7, 2011 © 2011 Brown & Company LLC 27
  28. 28. Simple AuditSeptember 7, 2011 © 2011 Brown & Company LLC 28
  29. 29. Summary 1. Entrepreneurial teams 2. Push decisions to the “edges” 3. Development for “fuzzy” front-end 4. Customer immersion and problem detection 5. Creative problem solving skillsSeptember 7, 2011 © 2011 Brown & Company LLC 29
  30. 30. Summary 6. Ideas from the entire value chain 7. Superior implementation 8. Business models 9. Precise messaging 10. Measure and trackSeptember 7, 2011 © 2011 Brown & Company LLC 30
  31. 31. Q/A: 15 Minutes • Anticipate. The Architecture of Small Team Innovation and Product Success • Ebooks: Amazon, iTunes, Kobo, Barnes & NobleSeptember 7, 2011 © 2011 Brown & Company LLC 31

×