ProductCamp

1. Copyright 2011- LÛCRUM MARKETING Henry Ford Was Wrong: What it Takes to Uncover & Identify Compelling Market Needs Presented by: Tom Evans Lûcrum Marketing August 6, 2011

3. Henry Ford’s Quote “If I had asked people what they wanted, they would have said faster horses.” Copyright 2011 - LÛCRUM MARKETING

4. What Do They Need (To Do)? “People don't want to buy a quarter-inch drill. They want a quarter-inch hole!” –Theodore Levitt Copyright 2011 - LÛCRUM MARKETING

5. What We Want to Identify Problems, Goals, Needs What do they want to do that they can’t do? What do they want to improve (decrease/increase)? Why is this P/G/N important? When does this happen (usage scenarios) How do you currently do this? What is the impact? How important is this? What is their current satisfaction? Who are they (Personas)? Copyright 2011 - LÛCRUM MARKETING

6. Whom to Ask? Strategic/Financial (Executives) Operational (Managers) Task Performers (Front-line) Copyright 2011 - LÛCRUM MARKETING

7. Discover Personal Needs Copyright 2011 - LÛCRUM MARKETING

8. Exercise – The Stuff We Carry Copyright 2011 - LÛCRUM MARKETING

9. Copyright 2011 - LÛCRUM MARKETING Thank You Tom Evans Lûcrum Marketing tevans@lucrum-marketing.com +1-512-961-5267