Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

You've built a product. Here's how to build an organization. (Part 2: Outside the Organization)

321 views

Published on

The first step to building an enduring business is to build a product and prove it in the marketplace. From there, things get harder. The challenge becomes to build both a product and an organization; how you develop your organization will determine your successes and struggles. Find out why and how some organizations transcend others, creating a magnetic experience for both their employees and their customers.

Part 1: Inside the Organization
Part 2: Outside the Organization

www.likehumans.com

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

You've built a product. Here's how to build an organization. (Part 2: Outside the Organization)

  1. 1. 1 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  2. 2. Product 2 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  3. 3. Product Organization?!!?? 3 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  4. 4. • How to understand your customer • Why values matter to your product experience • How to address your customer’s values • How to communicate empathetically • How to lead your organization to its next stage 4 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com agenda
  5. 5. • How to understand your customer • Why values matter to your product experience • How to address your customer’s values • How to communicate empathetically • How to lead your organization to its next stage agenda 5 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  6. 6. What do customers want? all organizations want to know… 6 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  7. 7. What do customers want? people when you say “customer,” you actually mean a human 7 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  8. 8. a bit of philosophy: humans have two perspectives 8 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  9. 9. 1. a shared, objective perspective 9 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  10. 10. 2. a personal, subjective experience 10 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  11. 11. you’ve built a product. here’s how to build an organization11 Interior Experience Exterior Outcome “Do I like it?” “What is it?” Fulfillment Impact Values Key Question Outcome Marketing Features these two perspectives define fulfillment and impact 11 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  12. 12. • How to understand your customer • Why values matter to your product experience • How to address your customer’s values • How to communicate empathetically • How to lead your organization to its next stage agenda 12 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  13. 13. Anything else you would need to achieve your compelling reason to buy Standards & Procedures Additional Software Training Customer Service Cables Generic Product Additional Hardware System Integration Geoffrey More – Crossing the Chasm whole product marketing gives shape to a “total” experience Source: Geoffrey Moore, Crossing the Chasm 13 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  14. 14. Can we build it? Yes Will it make us happy? ? but we often lack a framework for what’s fulfilling 14 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  15. 15. Subjective so far, it’s been called things like “emotion” or “feel” Subjective 15 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  16. 16. Casper Jeff Chapin, Head of Product the truth of it = understanding subjective experience 16 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  17. 17. Why? consumers are recognizing that “why” matters 17 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  18. 18. meaning the good life is more than just “more stuff” 18 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  19. 19. meaning when we can see how it is connected to other things we value. A design has the good life is more than just “more stuff” Source: Erik Stolterman, The Design Way 19 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  20. 20. • How to understand your customer • Why values matter to your product experience • How to address your customer’s values • How to communicate empathetically • How to lead your organization to its next stage agenda 20 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  21. 21. Make good thing Neat brand (add design) Convince people to pay me (add marketing & manipulation) ++ 1. 2. 3. = “BOOM!” old strategies start with “things,” instead of meaningful experience 21 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  22. 22. Build products and experiences that satisfy values Understand what humans value new strategies pursue meaningful experience – bringing it to life through products and continuously innovating quality human organization Empathetically communicate to people’s values 22 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  23. 23. Casper Jeff Chapin, Head of Product values-led strategy opens your product experience vision 23 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  24. 24. it helps you deliver and evolve your product’s subjective qualities Apple Evolving Rich Communication → →→ 24 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  25. 25. Geoffrey More – Crossing the Chasm make the medium (the organization) the message (the values) it establishes a position for your organization, not just today’s product 25 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  26. 26. this generates strong long-term results bureacratic performance human ? 1.1 x 4.1 x 10-year shareholder returns S&P 500 Firms of Endearment Source: R. Sisodia, et al., Firms of Endearment, Second Edition (2014) 26 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  27. 27. + Powerful Message Product Truth Core Benefit Customer Truth Target Customer Social Truth Cultural Context with a powerful and authentic message 27 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  28. 28. Blank Label Custom Menswear custom isn’t “exclusive clothes” – it’s personal comfort 28 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  29. 29. Blank Label Custom Menswear custom isn’t “exclusive clothes” – it’s personal comfort 29 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  30. 30. Blank Label Custom Menswear custom isn’t “exclusive clothes” – it’s personal comfort 30 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  31. 31. • How to understand your customer • Why values matter to your product experience • How to address your customer’s values • How to communicate empathetically • How to lead your organization to its next stage agenda 31 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  32. 32. “I get it.” empathy = understanding = relationship 32 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  33. 33. empathy is powerful for both individuals and groups 33 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  34. 34. What is it? (facts) What’s it like? (values and qualities) the easiest way to activate empathy: ask what it’s like 34 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  35. 35. Empathetic Communication “We get it.” Society of Grownups You’re a grownup. empathetic communication relates to identity and experience 35 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  36. 36. • How to understand your whole customer • Why values matter to your whole product • How to address your customer’s values • How to communicate empathetically • How to lead your organization to its next stage agenda 36 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  37. 37. growing through values “It's during this time of fastest growth that it becomes essential for the company to remain focused on its core, and that requires a clear and consistent understanding of what the company is about.” – Jeff Weiner, CEO LinkedIn 37 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  38. 38. Rent bedrooms in your home to strangers. facts → values 38 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  39. 39. facts → values Objective Subjective “Airbnb hosts aren’t just sharing their homes, they’re sharing part of themselves. When guests open their doors, they’re opening their hearts and minds as well.” – Brian Chesky, CEO Airbnb 39 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  40. 40. Airbnb CEO Brian Chesky with DesignStudio facts → values 40 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  41. 41. Alain de Botton Philosopher advising Airbnb facts → values 41 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  42. 42. Airbnb CEO Brian Chesky facts → values 42 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  43. 43. Airbnb Belong Anywhere facts → values 43 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  44. 44. Airbnb Belong Anywhere facts → values 44 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  45. 45. Airbnb Whole Product Experience facts → values 45 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  46. 46. Bingo. Airbnb Whole Product Experience facts → values 46 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  47. 47. Publicly upload your professional history. 3 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com facts → values 47 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  48. 48. LinkedIn You’re closer than you think. facts → values 48 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  49. 49. LinkedIn You’re closer than you think. facts → values 49 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  50. 50. Nice. LinkedIn Whole Product Experience + Acquired for $1.5B (2015) facts → values 50 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  51. 51. Whole Foods Values Matter facts → values 51 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  52. 52. Whole Foods Values Matter facts → values 52 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  53. 53. Surprise! facts → values 53 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  54. 54. Apple Dylan’s Voice facts → values 54 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  55. 55. “create energy, and hope, fueling the generative capacity of humans individually and collectively.” values: the energy of humanity Source: Erik Stolterman, The Design Way 55 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  56. 56. • Understand your whole customer • Values matter to your whole product • Address your customer’s values • Communicate empathetically • Lead your organization review 56 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  57. 57. Build products and experiences that satisfy values Understand what humans value human organization Empathetically communicate to people’s values here’s how to build your organization 57 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com
  58. 58. like humans is the consultancy for values-based organizations likehumans.com thank you 58 You’ve built a product. Here’s how to build an organization. © 2016 likehumans.com

×