AIPMM Webinar: How Ideas Become Products

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About The Speaker, Chad McAllister, Ph.D., NPDP, PMP
Founder, Product Innovation Educators
AIPMM Certified Innovation Leader Content developer and Trainer
chad@productinnovationeducators.com

Moderated by Cindy F. Solomon cindy@prodmgmttalk.com

Jan 14 Global Product Management Talk Podcast: Chad & Cindy: http://bit.ly/TMGzHt

CIL Virtual Study Group starting January 8
Special Launch Pricing! Only $395 ($845 value)
(Additional fees for AIPMM membership and certification exam required)
http://www.productinnovationeducators.com/index.php/aipmm/buy-cil-prep-now

3 Day San Francisco Product Leader Special Package Price: $1797.00
2 day intensive training followed by 1 day conference & meetup includes lunch all 3 days

Product Innovation Leadership Training http://www.aipmm.com/html/certification/strategic-innovation.php
February 5 & 6, 2013 / 8:30 AM - 5:00 PM
includes the 2 Day Intensive Training ($1697 value), Certified Innovation Leader (CIL®) certification exam fee ($395 value), and a 1 year premium AIPMM membership ($175 value). This course also offers 16 PDUs for PMI® certified Project Management Professionals (PMP®).

AND

Startup Product Summit startupproduct.com
February 7, 2013 / 8:30 AM - 5:00 PM
1-Day Conference: Discover how to work together to develop amazing products.
Join the first conference ($349 value) bringing together everyone who touches product at a company to talk frankly about what product is and our shared role in making them a success with a healthy mix of product managers, engineers, marketers and designers speaking from their experiences about products from every angle, including prototyping, roadmapping and marketing. The conference will offer additional PDUs.

AND

Startup Product Talks February 7, 2013 6:30 PM sfproducttalks.com
San Francisco meetup networking event ($10+ value includes food and drinks)
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AIPMM Webinar: How Ideas Become Products

  1. 1. Innovation AIPMM Webinar Series http://www.aipmm.comwww.ProductInnovationEducators.com
  2. 2. Innovation http://www.aipmm.comwww.ProductInnovationEducators.com
  3. 3. Innovation Founded 1998 Largest Product Management professional group Provides professional development and certification • Certified Product Manager • Certified Product Marketing Manager • Agile Certified Product Manager •Certified Innovation Leaderwww.ProductInnovationEducators.com
  4. 4. Innovation TODAY’S SPEAKERS Moderator: Cindy F. Solomon, CPM, CPMM Founder, Global Product Management Talk http://www.BlogTalkRadio.com/ProdMgmtTalk Twitter: @ProdMgmtTalk @startupproduct @cindyfsolomon Presenter: Chad McAllister, Ph.D., CIL, NPDP, PMP Product Innovation Educators http://www.productinnovationeducators.com LinkedIn: http://www.linkedin.com/in/chadmcallister http://www.aipmm.comwww.ProductInnovationEducators.com
  5. 5. Innovation CERTIFIED INNOVATION LEADER (CIL) To earn the Certified Innovation Leader (CIL) designation, participants can choose 1 of 3 ways to complete the training in addition to receiving a passing score on the CIL Exam: • 2-Day Product Innovation Leadership Course, or; • Virtual Online Study Group, or; • 9 Module Self-Study Online Course @AIPMM #prodmgmt http://www.aipmm.comwww.ProductInnovationEducators.com
  6. 6. Innovation 3-DAY SAN FRANCISCO PRODUCT INNOVATION LEADER PACKAGE February 5, 6, 7, 2013 8:30 AM - 5:00 PM Special Package Price: $1797.00 Product Innovation Leadership Training February 5 & 6, 2013 / 8:30 AM - 5:00 PM The course includes 2 Day Intensive Training ($1697 value), Certified Innovation Leader (CIL®) certification exam fee ($395 value), and a 1 year premium AIPMM membership ($175 value). This course also offers 16 PDUs for PMI® certified Project Management Professionals (PMP®). Startup Product Summit February 7, 2013 / 8:30 AM - 5:00 PM 1-Day Conference: Discover how to work together to develop amazing products. ($349 value) bringing together everyone who touches product at a company to talk frankly about what product is and our shared role in making them a success with a healthy mix of product managers, engineers, marketers and designers speaking from their experiences about products from every angle, including prototyping, roadmapping and marketing. Additional PDUs available. Startup Product Talks February 7, 2013 6:30 PM – 10 PM San Francisco meetup networking event included as part of Developer Week ($10+ value includes food and drinks) @AIPMM #prodmgmt http://www.aipmm.comwww.ProductInnovationEducators.com
  7. 7. Innovation STAY ON TO WIN! Keep your Chat box open Use the Questions box to ask questions for the Q&A session following the presentation Participants will be entered into drawing for free tickets to Startup Product Summit and get invaluable information worth over $500 immediately @AIPMM #prodmgmt http://www.aipmm.comwww.ProductInnovationEducators.com
  8. 8. Innovation FEATURED PRESENTATION http://www.aipmm.comwww.ProductInnovationEducators.com
  9. 9. Innovation Certified Innovation Leader How Ideas Become Products Chad McAllister, PhDwww.ProductInnovationEducators.com
  10. 10. Innovation Chad McAllister • Educator, entrepreneur, and innovator • 24+ years software product development • Teaches innovation, project management, and business courses • Through Product Innovation Educators, provides new product development instruction and certification preparation. • PMP, NPDP, CIL certifications • EE degrees • PhD in Org & Management • chad@ProductInnovationEducators.comwww.ProductInnovationEducators.com
  11. 11. Innovation WHAT IS INNOVATION? Turning Ideas into Productswww.ProductInnovationEducators.com
  12. 12. Innovation PROJECT MANAGER, INNOVATION MANAGER, PRODUCT DEVELOPER, BUSINESS DEVELOPER, ….?www.ProductInnovationEducators.com
  13. 13. Innovation EXAMPLE: NEONATAL INCUBATOR & WHERE IDEAS COME FROM Source: “Steven Johnson: Where good ideas come from” TED Talk, available at: http://www.ted.com/talks/steven_johnson_where_good_ideas_come_from.htmlwww.ProductInnovationEducators.com
  14. 14. Innovation THE BIG INNOVATION FRAMEWORKS 1. Idea-Management System 2. Outcome-Driven Innovation 3. Blue Ocean Strategy & Value Innovation 4. A-to-F Model 5. IDEO’s Deep Dive 6. Crowdsourcing & Open Innovationwww.ProductInnovationEducators.com
  15. 15. Innovation IDEA MANAGEMENT SYSTEM Systematic system for collecting and screening lots of ideas controlled by the idea manager Ideas Incubate, yes from Collect & NPD Enhance, Grow Many Organize Process & Visualize Sources no Periodic Review Ideas on Hold & & Update Dead Ideas Source: adapted from Cooper, R. G. (2011). Winning at new products: Creating value through innovation. Basic Books. Figure 6.3.www.ProductInnovationEducators.com (Cooper, 2011)
  16. 16. Innovation OUTCOME-DRIVEN INNOVATION: PROBLEM ADDRESSED • Obtaining the most valuable ideas based on customers’ desired outcomes • Uncovers all customer needs and then prioritizes those with the most impact • A formula approach to innovationwww.ProductInnovationEducators.com (Ulwick, 2004)
  17. 17. Innovation EXAMPLE: BOSCH CS20 CIRCULAR SAW • Circular saw market viewed as mature – a commodity • Little innovation for many years • Needed to identify inexpensive ways to differentiate and add value • Bosch worked with the Outcome-Driven Unmet needs included: Innovation process to create a market - Direct-connect cord - Dust blower winner - Improved handle – Uncovered 14 unmet needs - Bevel stops – Showed an increased customer satisfaction from 63 to 87% Source: Creating the Bosch CS20 Circular Saw. Strategyn Case Study. Available at time of printing from: http://www.strategyn.com/successes.www.ProductInnovationEducators.com
  18. 18. Innovation OUTCOME DRIVEN INNOVATION: ACTIVITIES 1. Design the interview 2. Conduct interviews 3. Capture and organize expressed needs using very specific “need” language 4. Ask customers to rate importance of outcomes 5. Identify key outcomes 6. Brainstorm means of achieving selected opportunitieswww.ProductInnovationEducators.com (Ulwick, 2004)
  19. 19. Innovation BLUE OCEAN STRATEGY • Goal is to create new markets with little immediate competition – “blue oceans” • Create a new “value curve” that results in a product with appeal to a blue oceanwww.ProductInnovationEducators.com (Kim & Mauborgne, 2005)
  20. 20. Innovation BLUE OCEAN ACTIVITIES • Primary market research – e.g., customer interviews • Secondary research of environment – market trends, demand, competitors strategy and actions • Structured brainstorming process to create a value curve 1. trade-offs customers make (e.g., NetJets) 2. strategic groups in an industry (e.g., Toyota) 3. users, influencers, and buyers (e.g., Websense) 4. complementary products customers use (e.g., Barnes & Noble) 5. emotional vs functional appeal (e.g., Starbuck) 6. trends impacting value (e.g., Apple) • Create possible value curvewww.ProductInnovationEducators.com (Kim & Mauborgne, 2005)
  21. 21. Innovation BLUE OCEAN ISSUE • Great concepts, but… – Is it really actionable? – A retrospective analysis • Value Innovation enters…www.ProductInnovationEducators.com
  22. 22. Innovation Value Innovation Example: International Traveler Source: Provided by Value Innovations using their Slalom automated system. See www.ValueInnovations.net. Used by permission.www.ProductInnovationEducators.com
  23. 23. Innovation A-TO-F MODEL: TRADITIONAL STEPS OF THE INNOVATION PROCESS Objective Research Ideas Evaluation Development Launchwww.ProductInnovationEducators.com (Trias De Bes & Kotler, 2011)
  24. 24. Innovation A-TO-F MODEL: TRADITIONAL STEPS OF THE INNOVATION PROCESS Objective Research Ideas Evaluation Development Launchwww.ProductInnovationEducators.com (Trias De Bes & Kotler, 2011)
  25. 25. Innovation A-TO-F MODEL: INNOVATION ROLES 1. Activators: initiate the innovation process 2. Browsers: experts in searching for information 3. Creators: produce ideas and find solutions 4. Developers: make ideas tangible 5. Executors: get the product out – to the organization and the market 6. Facilitators: approve investment and manage the innovationwww.ProductInnovationEducators.com (Trias De Bes & Kotler, 2011)
  26. 26. Innovation IDEO’S “DEEP DIVE” • IDEO describes innovation in terms of 10 “faces” or roles grouped into three categories: – Learning roles: anthropologist, experimenter, cross-pollinator – Organizing roles: hurdler, collaborator, director – Building roles: experience architect, set designer, storyteller, caregiver For details: www.tenfacesofinnovation.com/tenfaceswww.ProductInnovationEducators.com (Kelley, 2005)
  27. 27. Innovation IDEO’S PROCESS FRAMEWORK • Described as a loose process – focus is on roles • Five activities 1. Understand the market, the client, the technology, and the perceived constraints on the given problem 2. Observe real people in real situations 3. Visualize concepts and the customers who will use them 4. Evaluate and Refine the prototypes in a series of quick iterations 5. Implement the new concept for commercializationwww.ProductInnovationEducators.com (Kelly & Littman, 2001)
  28. 28. Innovation An Example of Innovation: IDEO Shopping Cart http://www.youtube.com/watch?v =wcODLI5X1d8 Source: http://www.youtube.com/watch?v=wcODLI5X1d8www.ProductInnovationEducators.com
  29. 29. Innovation CROWDSOURCING: THE QUIRKY WAY • Anyone submits a product idea • Community votes for ideas • Designers select best ideas • Products are created and brought to market www.quirky.comwww.ProductInnovationEducators.com
  30. 30. Innovation INNOVATION EXAMPLE: COMPASSION INTERNATIONAL • Idea Management + Value Innovation – 1700 ideas – 35 synthesized and vetted ideas – Top 20 ideas ranked by executive team – Market research to identify need and interest – Top idea moved into the new product development process: Water of Lifewww.ProductInnovationEducators.com
  31. 31.  Drinking Water Value Curve Innovation Rwanda Draft 2 Low Value to the Family High 1 Availability 2 Likelihood a child <5years old will die 20 2 Mortality Rate (%) 3 Likelihood of Contracting Disease Hi V Low High, Very Low 4 Clarity 1 5 1 to 5 scale 1-V Poor; 5- Excellent 5 Odor 6 Puchase Price 10 0.2 0 US cents/gal 7 Time to process 130 120 0 minutes 8 Ease of cleaning 1 to 5 scale: 1- V difficult; 5- V easy 9 Service life Years 10 Heavy metal content Total, mg/liter 10 Organic content Total, mg/liter 1.0 3.0 5.0 7.0 9.0 Brackish Water Bottled Water Compassion Water of Lifewww.ProductInnovationEducators.com
  32. 32. Innovation EXAMPLE: COMPASSION’S WATER OF LIFE • The Result: water.compassion.com – A simple and highly effective water filtering system for third-world countries – A successful partnership with Sawyer – Most successful product launch on radio outlets – And, hundred of thousands of kids with clean water!www.ProductInnovationEducators.com
  33. 33. Innovation THE BIG INNOVATION FRAMEWORKS 1. Idea-Management System 2. Outcome-Driven Innovation 3. Blue Ocean Strategy & Value Innovation 4. A-to-F Model 5. IDEO’s Deep Dive 6. Crowdsourcing & Open Innovationwww.ProductInnovationEducators.com
  34. 34. Innovation CERTIFIED INNOVATION LEADER • Managed Front End – Innovation Strategic Alignment – Ideation Management – Business Case Development • New Product Development – Knowledge Creation – Project Planning – Innovation Development – Innovation Qualification – Product Launchwww.ProductInnovationEducators.com
  35. 35. Innovation Innovation Innovation Big Picture Business Case Development Identification 1. Conceive 3. Develop 5. Launch 4. Qualify 2. Plan Project SILA Managed New Front Product End Developmentwww.ProductInnovationEducators.com (AIPMM)
  36. 36. Innovation ONLINE COURSE INTRODUCTORY OFFER • http://www.productinnovationeducators.com • Introductory Pricing: X – $845 $395 for online course – $395 for proctored exam(Introductory Offer for a limited time -- includes annual premium AIPMM membership, a $175 value!!)www.ProductInnovationEducators.com
  37. 37. Innovation Chad McAllister • Contact Info: – chad@ProductInnovationEducators.com – www.ProductInnovationEducators.comwww.ProductInnovationEducators.com
  38. 38. Innovation PLEASE JOIN US AGAIN! Global Product Management Talk: Monday Jan 7 Iterative Product Development Follow http://www.blogtalkradio.com/prodmgmttalk AIPMM Webinar Series: Friday Jan 11 Rise of SaaS Product Manager http://aipmm.com/aipmm_webinars/ ++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ 3 days of Startup Innovation Training, Certification Credential & Conference San Francisco, CA PRODUCT INNOVATION LEADER STARTUP PRODUCT SUMMIT http://bit.ly/SEAZGA startupproduct.com February 5 & 6, 2013 February 7, 2013 +++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ Stay Informed! Newsletter: http://www.aipmm.com/subscribe LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join.php Certification: http://aipmm.com/html/certification/ @AIPMM http://www.aipmm.comwww.ProductInnovationEducators.com

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