The Tyranny of Benchmarking by Mike Harding at SVPMA Monthly Event December 2011 Go to link below for notes from this event http://svpma.org/2011/12/december-2011-event/

1. The Tyranny of Benchmarking
Mike Harding
http://re.vu/mikeharding
twitter: @mah1
© 2011 Mike Harding – All Rights Reserved

15. why do products fail?

16. market dynamics

17. market dynamics
competition

18. market dynamics
competition
technology

19. market dynamics
competition
technology
positioning

21. tools

22. tools process

23. tools process
assumptions

24. tools process
assumptions

25. Market
Requirements

26. Market
Requirements
Product
Definition

27. Market
Requirements
Product
Definition
Product
Development

28. Market
Requirements
Product
Definition
Product
Development
Ship it!

29. tools process
assumptions

30. challengers leaders
laggards visionaries
execution
vision

31. Name hidden

33. Benchmarking is the process of
comparing one's business
processes and performance
metrics to industry bests.

35. tools process
assumptions

36. target market
customer input
competition
differentiation

37. target market ✓
customer input
competition
differentiation

38. target market ✓
customer input ✓
competition
differentiation

39. target market ✓
customer input ✓
competition ✓
differentiation

40. target market ✓
customer input ✓
competition ✓
differentiation ✓

41. tools process
assumptions

42. tools process
FAIL!
assumptions

45. not

46. one

47. instance

48. zero.

49. zero. nada.

50. zero. nada. zilch.

51. why doesn’t it work?

52. Market
Requirements

53. Market
Requirements
Name hidden

54. Market
Requirements
Name hidden

55. Market
Requirements

56. Customer
Research

57. Customer
Research
customers lie

58. Customer
Research

59. Benchmarking

60. Benchmarking
challengers leaders
D
A
U
B
C
execution
F
E
laggards visionaries
vision

61. Benchmarking
challengers leaders
A
U
D B
C
F
execution
E
laggards visionaries
vision

62. Benchmarking
challengers leaders
A
D C
U
F
execution
E
laggards visionaries
vision

63. Benchmarking

64. Benchmarking

65. Assumptions

66. target market X
customer input
competition
differentiation

67. target market X
customer input X
competition
differentiation

68. target market X
customer input X
competition X
differentiation

69. target market X
customer input X
competition X
differentiation X

70. tools process
FAIL!
assumptions

72. what does better look like?

75. A change in perspective is
worth 80 IQ points.
- Alan Kay

76. Best
Imaginable
Product

77. Best
Imaginable
Product
Design
as a
Product

78. Best
Imaginable
Product
Design
as a
Product
Self
as a
Customer

79. Best
Imaginable
Product

80. Best
Imaginable
Product

81. Best
Imaginable
Product
What is the best imaginable
experience possible?

82. Best
Imaginable
Product

83. Best
Imaginable
Product

84. Best
Imaginable
Product

85. Best
Imaginable
Product

86. Best
Imaginable
Product

87. Best
Imaginable
Product

88. Best
Imaginable
Product

89. Best
Imaginable
Product

90. Best
Imaginable
Product
what are you trying to accomplish?

91. Best
Imaginable
Product

92. Best
Imaginable
Product
is it best imaginable?

93. Best
Imaginable
Product

94. Best
Imaginable
Product

95. Best
Imaginable
Product

96. Best
Imaginable
Product
what are you trying to accomplish?

97. Best
Imaginable
Product

99. Design
as a
Product
when is the last time you heard this
about a hotel?

100. Design
I love you, I love you, as a
I love you! Product

101. Design
as a
Product
I never met an Ace Hotel that
I didn't like and so far I've
met 3 out of 4 of them.

102. Design
as a
Product
My room came with a guitar
which made me excited -
"Look, I could play a guitar!”

103. loved the vintage feel but Design
VERY clean and everything as a
Product
done RIGHT.

104. Design
as a
Product
This place is not just for hipsters
darlings. We are 25 years too old
for such a label and loved every
little thing about our stay here!

105. Design
as a
Product
LOVE LOVE LOVE The Ace
in NYC.

106. For under $100/night, you Design
can get a great room in the as a
Product
heart of the Pearl District.

107. Design
as a
Product
Ace Hotel Portland is very
Portland. And by "Portland" I
mean weird. In a good way.

108. Design
as a
Product
It doesn't get better
than the Ace!

109. Design
as a
Product

110. Design
as a
Product

111. Design
as a
Product

112. Design
as a
Product

113. Design
as a
Product

114. Design
as a
Product

115. Design
as a
Product

116. Design
as a
Product

117. Design
as a
Product

118. Design
as a
Product

119. Design
as a
Product

120. Self
as a
Customer

121. Self
as a
Customer

122. Self
as a
Customer

123. Self
as a
Customer

124. Self
as a
Customer

125. Self
as a
Customer

126. Self
as a
Customer

127. Self
as a
Customer

128. Self
as a
Customer

129. Self
as a
Customer

130. Self
as a
Customer

131. Self
as a
Customer

132. Self
as a
Customer

133. Self
as a
Customer

134. Self
as a
Customer

135. Self
as a
Customer

136. Self
as a
Customer

137. Self
as a
Customer

138. HR Professionals: Self
Yuck, breaks my tools! as a
Customer
(but I’d contact anyway)

139. HR Professionals: Self
Yuck, breaks my tools! as a
Customer
(but I’d contact anyway)
Candidates:
When can I create my re.vu?

140. HR Professionals: Self
Yuck, breaks my tools! as a
Customer
(but I’d contact anyway)
Candidates:
When can I create my re.vu?
Hiring Managers:
Wish more candidates would
use this sort of resume.

141. Self
as a
Customer

142. Self
as a
Customer
re.vu user growth 2011
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75 77 79 81 83

145. which do you prefer?

146. let’s see some more examples

147. example 1

148. example 2

149. example 3

150. example 4

151. example 5

152. example 6

154. escape

155. escape perspective

156. escape perspective
experiment

157. escape perspective
SUCCEE
D!
experiment

158. aspire to design GREAT products

160. Thank You!

161. The Tyranny of Benchmarking
http://re.vu/MikeHarding
follow: @mah1
© 2011 Mike Harding – All Rights Reserved