Candy Bernhardt -- Remove the Suck

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  • Scott Adams post about mediocre\nBe practical. Good grammar or good taste\n\n\nPhoto credit \nhttp://www.google.com/images?q=flickr%20diamonds&oe=UTF-8&hl=en&client=safari&um=1&ie=UTF-8&source=og&sa=N&tab=wi&biw=981&bih=661\n
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  • Candy Bernhardt -- Remove the Suck

    1. 1. Remove the suck Lessons in product differentiation(myths, measures, and a formula to win) @digitalcandy
    2. 2. Myth #1 The only thing you can do isTheres suck and not suck! suck less in specific ways
    3. 3. Accept some flaws. Its unrealistic to be perfect. Myth #1 The only thing you can do isTheres suck and not suck! suck less in specific ways
    4. 4. Myth #2 Feature match commoditizesAlways copy with pride! your job. Makes you cheaper.
    5. 5. Conventional wisdom makes conventional results. Be different Myth #2 Feature match commoditizesAlways copy with pride! your job. Makes you cheaper.
    6. 6. Be imperfect and unconventional?How do I know when I get it right?
    7. 7. Be imperfect and unconventional?How do I know when I get it right? 1 Measure the suck
    8. 8. 1 Measure the suckIs that even possible? ? ? ?? ?
    9. 9. 1 Measure the suckIs that even possible?How do you know which ?friends to keep? ? ? ??
    10. 10. 1 Measure the suck Value adds Energy required Over 2x more Over 2x more energy than value Generally equal value than energyHATE < 0 < BAD < .5 < MEDIOCRE < 1 < LIKE < 2 < BEST +
    11. 11. 1 Measure the suck Value adds Energy required Over 2x more Over 2x more energy than value Generally equal value than energyHATE < 0 < BAD < .5 < MEDIOCRE < 1 < LIKE < 2 < BEST +
    12. 12. 1 Measure the suck Remember: Value adds Suck is relative! Energy required Over 2x more Over 2x more energy than value Generally equal value than energyHATE < 0 < BAD < .5 < MEDIOCRE < 1 < LIKE < 2 < BEST +
    13. 13. 1 Measure the suck+
    14. 14. 1 Measure the suck Heuristics for relationship design?+
    15. 15. 1 Measure the suck Heuristics for relationship design? +Value addsWhat does this bring to my life as a whole?• Relevant to me: Does this fulfill a real NEED? Helpful in a real situation? Common interests?• Attachment: How hard is it to go without or replace with an alternative?• Dependability: Will I get ripped off? Am I well
    16. 16. 1 Measure the suck Heuristics for relationship design? +Value adds Energy requiredWhat does this bring to my life as a whole? Everything takes commitment, even if just attention.• Relevant to me: Does this fulfill a real NEED? • Cost: Is this relationship taxing for what it offers? Helpful in a real situation? Common interests? Can be money, amount of information, etc.• Attachment: How hard is it to go without or • Time: How long to set up & maintain? replace with an alternative? • Level of difficulty: Is this relationship strenuous?• Dependability: Will I get ripped off? Am I well
    17. 17. 1 Measure the suck Heuristics for relationship design? +Value adds Energy requiredWhat does this bring to my life as a whole? Everything takes commitment, even if just attention. Design research• Relevant to me: Does this fulfill a real NEED? • Cost: Is this relationship taxing for what it offers? Helpful in a real situation? Common interests? Can be money, amount of information, etc.• Attachment: How hard is it to go without or • Time: How long to set up & maintain? replace with an alternative? • Level of difficulty: Is this relationship strenuous?• Dependability: Will I get ripped off? Am I well
    18. 18. 1 Measure the suck Heuristics for relationship design? +Value adds Energy requiredWhat does this bring to my life as a whole? Everything takes commitment, even if just attention. Design research• Relevant to me: Does this fulfill a real NEED? • Cost: Is this relationship taxing for what it offers? Helpful in a real situation? Common interests? Can be money, amount of information, etc. Seductive interactions• Attachment: How hard is it to go without or • Time: How long to set up & maintain? replace with an alternative? • Level of difficulty: Is this relationship strenuous?• Dependability: Will I get ripped off? Am I well
    19. 19. 1 Measure the suck Heuristics for relationship design? +Value adds Energy requiredWhat does this bring to my life as a whole? Everything takes commitment, even if just attention. Design research• Relevant to me: Does this fulfill a real NEED? • Cost: Is this relationship taxing for what it offers? Helpful in a real situation? Common interests? Can be money, amount of information, etc. Seductive interactions• Attachment: How hard is it to go without or • Time: How long to set up & maintain? replace with an alternative? Help, availability, ethics • Level of difficulty: Is this relationship strenuous?• Dependability: Will I get ripped off? Am I well
    20. 20. 1 Measure the suck Heuristics for relationship design? +Value adds Energy requiredWhat does this bring to my life as a whole? Everything takes commitment, even if just attention. Design research• Relevant to me: Does this fulfill a real NEED? "the catch" • Cost: Is this relationship taxing for what it offers? Helpful in a real situation? Common interests? Can be money, amount of information, etc. Seductive interactions• Attachment: How hard is it to go without or • Time: How long to set up & maintain? replace with an alternative? Help, availability, ethics • Level of difficulty: Is this relationship strenuous?• Dependability: Will I get ripped off? Am I well
    21. 21. 1 Measure the suck Heuristics for relationship design? +Value adds Energy requiredWhat does this bring to my life as a whole? Everything takes commitment, even if just attention. Design research• Relevant to me: Does this fulfill a real NEED? "the catch" • Cost: Is this relationship taxing for what it offers? Helpful in a real situation? Common interests? Can be money, amount of information, etc. Seductive interactions• Attachment: How hard is it to go without or • Time: How long to set up & maintain? replace with an alternative? Usability Help, availability, ethics • Level of difficulty: Is this relationship strenuous?• Dependability: Will I get ripped off? Am I well
    22. 22. 1 Measure the suckValue adds +• Relevant to me: Does this fulfill a real NEED? -5 -4 -3 -2 -1 1 2 3 4 5 Helpful in a real situation? Common interests?• Attachment: How hard is it to go without or -5 -4 -3 -2 -1 1 2 3 4 5 replace with an alternative? -5 -4 -3 -2 -1 1 2 3 4 5• Dependability: Will I get ripped off? Am I wellEnergy required• Cost: Is this relationship taxing? 5 4 3 2 1 Can be money, amount of information, etc. 10 9 8 7 6 5 4 3 2 1• Time: How long to set up & maintain? 10 9 8 7 6 5 4 3 2 1• Level of difficulty: Is this relationship strenuous?
    23. 23. 1 Measure the suckValue adds + 10• Relevant to me: Does this fulfill a real NEED? -5 -4 -3 -2 -1 1 2 3 4 5 Helpful in a real situation? Common interests?• Attachment: How hard is it to go without or -5 -4 -3 -2 -1 1 2 3 4 5 replace with an alternative? -5 -4 -3 -2 -1 1 2 3 4 5• Dependability: Will I get ripped off? Am I wellEnergy required 15 5 4 3 2 1• Cost: Is this relationship taxing? Can be money, amount of information, etc. 10 9 8 7 6 5 4 3 2 1• Time: How long to set up & maintain? 10 9 8 7 6 5 4 3 2 1• Level of difficulty: Is this relationship strenuous?
    24. 24. 1 Measure the suckValue adds + 10 2• Relevant to me: Does this fulfill a real NEED? -5 -4 -3 -2 -1 1 2 3 4 5 Helpful in a real situation? Common interests?• Attachment: How hard is it to go without or -5 -4 -3 -2 -1 1 2 3 4 5 replace with an alternative? -5 -4 -3 -2 -1 1 2 3 4 5• Dependability: Will I get ripped off? Am I wellEnergy required 15 3 5 4 3 2 1• Cost: Is this relationship taxing? Can be money, amount of information, etc. 10 9 8 7 6 5 4 3 2 1• Time: How long to set up & maintain? 10 9 8 7 6 5 4 3 2 1• Level of difficulty: Is this relationship strenuous?
    25. 25. 1 Measure the suckValue adds + 10 2• Relevant to me: Does this fulfill a real NEED? -5 -4 -3 -2 -1 1 2 3 4 5 Helpful in a real situation? Common interests? 50% more• Attachment: How hard is it to go without or -5 -4 -3 -2 -1 1 2 3 4 5 replace with an alternative? work than value! -5 -4 -3 -2 -1 1 2 3 4 5• Dependability: Will I get ripped off? Am I wellEnergy required 15 3 5 4 3 2 1• Cost: Is this relationship taxing? Can be money, amount of information, etc. 10 9 8 7 6 5 4 3 2 1• Time: How long to set up & maintain? 10 9 8 7 6 5 4 3 2 1• Level of difficulty: Is this relationship strenuous?
    26. 26. And after I measure!? 2 Visualize
    27. 27. 2 Visualize 0 Value 0 5 10 15 3 -3.75 Over 2x more value 6 2.0Energy -7.5 9 more value -11.25 more energy 12 Over 2x more energy 0.5 1.0 -15 0 2.5 5 7.5 10 12.5 15
    28. 28. 2 Visualize 0 Value 0 5 10 15 3 -3.75 Over 2x more value 6 2.0Energy -7.5 50% less 9 suck more value -11.25 more energy 12 Over 2x more energy 0.5 1.0 -15 0 2.5 5 7.5 10 12.5 15
    29. 29. 2 Visualize 0 Value 0 5 10 15 3 -3.75 Over 2x more value 6 100% less 2.0 suckEnergy -7.5 50% less 9 suck more value -11.25 more energy 12 Over 2x more energy 0.5 1.0 -15 0 2.5 5 7.5 10 12.5 15
    30. 30. How do I prioritize!? 3 Use Strategy
    31. 31. About the Joneses 3 Use Strategy
    32. 32. When to say NO 3 Use Strategy 0 Value 0 5 10 15 3 -3.75 6Energy -7.5 9 -11.25 12 -15 0 2.5 5 7.5 10 12.5 15
    33. 33. When to say NO 3 Use Strategy 0 Value 0 5 10 15 3 Market these features -3.75 6Energy -7.5 9 -11.25 12 -15 0 2.5 5 7.5 10 12.5 15
    34. 34. When to say NO 3 Use Strategy 0 Value 0 5 10 15 3 Market these features -3.75 6Energy -7.5 9 1.5 -11.25 12 0.25 0.75 -15 0 2.5 5 7.5 10 12.5 15
    35. 35. When to say NO 3 Use Strategy 0 Value 0 5 10 15 3 Market these features -3.75 6Energy -7.5 Get testimonials 9 1.5 -11.25 12 0.25 0.75 -15 0 2.5 5 7.5 10 12.5 15
    36. 36. When to say NO 3 Use Strategy 0 Value 0 5 10 15 3 Market these features -3.75 6Energy -7.5 Get testimonials 9 1.5 -11.25 12 Invest in root causes 0.25 0.75 -15 0 2.5 5 7.5 10 12.5 15
    37. 37. When to say NO 3 Use Strategy 0 Value 0 5 10 15 3 Market these features -3.75 6Energy -7.5 Get testimonials 9 Invest in things 1.5 non-standard -11.25 12 Invest in root causes 0.25 0.75 -15 0 2.5 5 7.5 10 12.5 15
    38. 38. When to say NO 3 Use Strategy 0 Value 0 5 10 15 3 Market these features -3.75 6Energy -7.5 Get testimonials 9 Invest in things 1.5 non-standard -11.25 Cut, partner, or 12 Invest in use a standard root causes (.25 to .75) 0.25 0.75 -15 0 2.5 5 7.5 10 12.5 15
    39. 39. How to convince others!? 4 Build a case
    40. 40. Point out where, why, 4 Build a caseand how much 0 Value 0 5 10 15 3 Market these features -3.75 6Energy -7.5 Get testimonials B 9 Invest Invest -11.25 Cut, partner, or 12 use a standard C (.25 to .75) -15 A 0 2.5 5 7.5 10 12.5 15
    41. 41. Point out where, why, 4 Build a caseand how much 0 Value 0 5 10 15 3 Market these features -3.75 6Energy -7.5 Get testimonials B 9 Invest Invest -11.25 12 Cut, partner, or 36% use a standard less C (.25 to .75) -15 A 0 2.5 5 7.5 10 12.5 15
    42. 42. Point out where, why, 4 Build a caseand how much 0 Value 0 5 10 15 3 Market these features -3.75 66% 6 lessEnergy -7.5 Get testimonials B 9 Invest Invest -11.25 12 Cut, partner, or 36% use a standard less C (.25 to .75) -15 A 0 2.5 5 7.5 10 12.5 15
    43. 43. Point out where, why, 4 Build a caseand how much 0 Value 0 5 10 15 3 Market these features -3.75 66% 6 less 0% 26 ssEnergy -7.5 Get testimonials le B 9 Invest Invest -11.25 12 Cut, partner, or 36% use a standard less C (.25 to .75) -15 A 0 2.5 5 7.5 10 12.5 15
    44. 44. Compare the impact 4 Build a caseof features A, B, and C Competitiv What it Feature Suck* Dev cost e zone means? Incremental A 36% less Medium Invest investment Testimonial Press B 66% less Medium s/ Release Marketable Significant C 260% less Large Standard release (*Suck calculation is "after" ratio divided by "before". And YES, some features can actually increase suck!)
    45. 45. How to Differentiate: 2 Visualize 1 Measure the suck 3 Strategize 4 Build caseAccept Plan around
    46. 46. Remove the suck Lessons in product differentiation(myths, measures, and a formula to win) @digitalcandy

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