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BUILDING BETTER PRODUCTS
data + guts
@byosko
20years
(or just under 50% of my life)
5 startups founded
15+ investments
1 book
@byosko
?mistakes
(let’s not count them a...
CORPORATE PARTNERS
VENTURE-BACKABLE FOUNDERS
PRE-SEED FUNDING
BETTER STARTUPS
+
+
=
Highline BETA is a startup co-creation...
@byosko
HOW DO WE BUILD BETTER PRODUCTS?
PROCESS
IS THE
ANSWER
(partially)
@byosko
@byosko
STOP BUILDING THINGS
NOBODY WANTS
@byosko
@byosko
IDEAS
BUILD
PRODUCTDATA
MEASURE
LEARN
LEAN STARTUP.
SO SIMPLE!
SO HARD :(
LEAN STARTUP IS NOT JUST FOR STARTUPS
“By 2021, more than 50% of established corporations
will be leveraging lean startup ...
• “Get out of the building”
• Customer discovery is key
• Identify and solve the riskiest thing
• Reduce waste
• Most impo...
“THERE ARE NO
ANSWERS INSIDE THE
BUILDING.”
- Steve Blank, author of Four Steps to the Epiphany
1
@byosko
2
@byosko
IDENTIFY AND SOLVE THE
RISKIEST THINGS FIRST
3
@byosko
REDUCE WASTE
4
@byosko
MOST IMPORTANT:
LEARNING
DATA HELPS US ACHIEVE
ALL OF THESE PRINCIPLES
@byosko
@byosko
IDEAS
BUILD
PRODUCTDATA
MEASURE
LEARN
WHERE DO
IDEAS COME
FROM?
inspiration
alone isn’t
enough
@byosko
YOUR
CUSTOMER
@byosko
WHY LISTEN TO CUSTOMERS?
@byosko
CUSTOMERS =
QUALITATIVE DATA
@byosko
QUANTITATIVE DATA TELLS US
WHAT IS HAPPENING
@byosko
QUALITATIVE DATA TELLS US
WHY
@byosko
HOW YOU
COLLECT
CUSTOMER
FEEDBACK
MATTERS
@byosko
TIME TO
RESOLUTION
LEARNING
=
https://commons.wikimedia.org/wiki/File:Contact-center-two-agents.jpg @byosko
@byosko
EVERYONE
IS IN
CUSTOMER
CARE
@byosko@byosko
LISTEN AND TALK TO
CUSTOMERS
@byosko
DATA PEOPLE SHOULD
TALK TO CUSTOMERS
@byosko
SILOS BAD.
@byosko
@byosko
IDEAS
BUILD
PRODUCTDATA
MEASURE
LEARN
GOT IT.
CUSTOMER
INPUT
MATTERS.
CUSTOMER
INPUT
@byosko
BUILD
PRODUCTDATA
MEASURE
LEARN
CUSTOMER
INPUT
IDEAS
@byosko
https://ladder.io/playbook http://crayon.co http://crunchbase.com
OTHER PRODUCTS, COMPETITION,
BEST PRACTICES…
@byosko
COMPETITION,
OTHER PRODUCTS,
BEST PRACTICES
BUILDLEARN
IDEAS
CUSTOMER
INPUT
@byosko
CORPORATE GOALS
@byosko
COMPETITION,
OTHER PRODUCTS,
BEST PRACTICES
BUILDLEARN
IDEAS
CORPORATE
GOALS (SOME GOOD,
SOME BAD)
CUSTOMER
INPUT
@byosko@byosko
WHAT ABOUT PURE
INSPIRATION?
@byosko
DON’T IGNORE
YOUR GUT
(that’s not a self portrait)
@byosko
COMPETITION,
OTHER PRODUCTS,
BEST PRACTICES
BUILDLEARN
IDEAS
CORPORATE
GOALS (SOME GOOD,
SOME BAD)
GUTS & INSTINCTS
@byosko
COMPETITION,
OTHER PRODUCTS,
BEST PRACTICES
BUILDLEARN
IDEAS
CORPORATE
GOALS (SOME GOOD,
SOME BAD)
GUTS & INSTINCT...
http://roos-skywalker.deviantart.com/ @byosko
AND THEN THERE’S DATA
@byosko
COMPETITION,
OTHER PRODUCTS,
BEST PRACTICES
BUILDLEARN
IDEAS
CORPORATE
GOALS (SOME GOOD,
SOME BAD)
GUTS & INSTINCT...
@byosko
COMPETITION,
OTHER PRODUCTS,
BEST PRACTICES
BUILDLEARN
IDEAS
CORPORATE
GOALS (SOME GOOD,
SOME BAD)
GUTS & INSTINCT...
COMPETITION,
OTHER PRODUCTS,
BEST PRACTICES
PARTNERS
INDUSTRY
TRENDS, ETC.
GUTS & INSTINCTS
OTHER
DEPARTMENTS
CORPORATE GO...
DATA IS THERE TO MAKE
US MORE INTELLECTUALLY
HONEST
@byosko
@byosko @byosko
DATA > THE HiPPO
@byosko
1 DATA IS AN INPUT
2 DATA IS A FILTER
@byosko
DATA IS A
COMMUNICATION TOOL
@byosko
http://www.instigatorblog.com/data-common-language/2016/09/22/
@byosko @byosko
@byosko @byosko
F*CK YOU AND
YOUR DATA, I
DON’T BELIEVE IT
DATA IS COMPLEX.
HOW WE COMMUNICATE
IT DOESN’T HAVE TO BE.
@byosko
@byosko @byosko
LEAN ANALYTICS:
WHAT TO FOCUS
ON, WHEN
http://leananalyticsbook.com
FIND THE ONE METRIC
THAT MATTERS
@byosko
The Layer Cake of Metrics
Project
OMTM
Project
OMTM
Project
OMTM
Project
OMTM
Project
OMTM
Project
OMTM
Department OMTM De...
LEAN ANALYTICS: THE BASICS Day 3 - Lean Analytics
ZxLERATOR | NYC | SUMMER 2016 52
Herbert Simon
If a metric won’t
change ...
Putting basic data to use
Ricky (product manager) has
some ideas for improving the
“Proposal Send Screen” (based
on qualit...
Putting basic data to use
50% of people send proposals
through Proposify (50% don’t)
(quantitative)
@byosko
http://proposi...
Putting basic data to use
@byosko
http://proposify.biz
Ricky isn’t sure. So he’s going to
need to look at additional data
...
Putting basic data to use
@byosko
http://proposify.biz
• Also needs to do more direct
customer development to
learn more (...
COMMUNICATION
IDEAS
BUILD
PRODUCTDATA
MEASURE
LEARN
LOTS OF INPUTS
YOUR GUT DATA
@byosko
YOUR JOB: DETECTIVE AND COMMUNICATOR
@byosko
@byosko
LET YOUR GUTS
GUIDE YOU
THANK YOU!
Ben Yoskovitz
byosko@gmail.com
@byosko
http://instigatorblog.com
http://highlinebeta.com
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Building Better Products: Data + Guts

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How do we combine data, Lean Startup and product management to consistently build better products? Here's a keynote I did at CrunchConf 2016 to share some ideas on that.

Published in: Business
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Building Better Products: Data + Guts

  1. 1. BUILDING BETTER PRODUCTS data + guts @byosko
  2. 2. 20years (or just under 50% of my life) 5 startups founded 15+ investments 1 book @byosko ?mistakes (let’s not count them all, ok?) A BIT ABOUT ME
  3. 3. CORPORATE PARTNERS VENTURE-BACKABLE FOUNDERS PRE-SEED FUNDING BETTER STARTUPS + + = Highline BETA is a startup co-creation company that launches new ventures with leading corporations. http://highlinebeta.com @byosko
  4. 4. @byosko HOW DO WE BUILD BETTER PRODUCTS?
  5. 5. PROCESS IS THE ANSWER (partially) @byosko
  6. 6. @byosko
  7. 7. STOP BUILDING THINGS NOBODY WANTS @byosko
  8. 8. @byosko IDEAS BUILD PRODUCTDATA MEASURE LEARN LEAN STARTUP. SO SIMPLE! SO HARD :(
  9. 9. LEAN STARTUP IS NOT JUST FOR STARTUPS “By 2021, more than 50% of established corporations will be leveraging lean startup techniques.” (Gartner) @byosko
  10. 10. • “Get out of the building” • Customer discovery is key • Identify and solve the riskiest thing • Reduce waste • Most important: learning FOUR KEY PRINCIPLES OF LEAN STARTUP @byosko
  11. 11. “THERE ARE NO ANSWERS INSIDE THE BUILDING.” - Steve Blank, author of Four Steps to the Epiphany 1 @byosko
  12. 12. 2 @byosko IDENTIFY AND SOLVE THE RISKIEST THINGS FIRST
  13. 13. 3 @byosko REDUCE WASTE
  14. 14. 4 @byosko MOST IMPORTANT: LEARNING
  15. 15. DATA HELPS US ACHIEVE ALL OF THESE PRINCIPLES @byosko
  16. 16. @byosko IDEAS BUILD PRODUCTDATA MEASURE LEARN WHERE DO IDEAS COME FROM?
  17. 17. inspiration alone isn’t enough @byosko
  18. 18. YOUR CUSTOMER @byosko
  19. 19. WHY LISTEN TO CUSTOMERS? @byosko
  20. 20. CUSTOMERS = QUALITATIVE DATA @byosko
  21. 21. QUANTITATIVE DATA TELLS US WHAT IS HAPPENING @byosko QUALITATIVE DATA TELLS US WHY
  22. 22. @byosko HOW YOU COLLECT CUSTOMER FEEDBACK MATTERS
  23. 23. @byosko TIME TO RESOLUTION LEARNING = https://commons.wikimedia.org/wiki/File:Contact-center-two-agents.jpg @byosko
  24. 24. @byosko EVERYONE IS IN CUSTOMER CARE @byosko@byosko
  25. 25. LISTEN AND TALK TO CUSTOMERS @byosko
  26. 26. DATA PEOPLE SHOULD TALK TO CUSTOMERS @byosko
  27. 27. SILOS BAD. @byosko
  28. 28. @byosko IDEAS BUILD PRODUCTDATA MEASURE LEARN GOT IT. CUSTOMER INPUT MATTERS. CUSTOMER INPUT
  29. 29. @byosko BUILD PRODUCTDATA MEASURE LEARN CUSTOMER INPUT IDEAS
  30. 30. @byosko https://ladder.io/playbook http://crayon.co http://crunchbase.com OTHER PRODUCTS, COMPETITION, BEST PRACTICES…
  31. 31. @byosko COMPETITION, OTHER PRODUCTS, BEST PRACTICES BUILDLEARN IDEAS CUSTOMER INPUT
  32. 32. @byosko CORPORATE GOALS
  33. 33. @byosko COMPETITION, OTHER PRODUCTS, BEST PRACTICES BUILDLEARN IDEAS CORPORATE GOALS (SOME GOOD, SOME BAD) CUSTOMER INPUT
  34. 34. @byosko@byosko WHAT ABOUT PURE INSPIRATION?
  35. 35. @byosko DON’T IGNORE YOUR GUT (that’s not a self portrait)
  36. 36. @byosko COMPETITION, OTHER PRODUCTS, BEST PRACTICES BUILDLEARN IDEAS CORPORATE GOALS (SOME GOOD, SOME BAD) GUTS & INSTINCTS
  37. 37. @byosko COMPETITION, OTHER PRODUCTS, BEST PRACTICES BUILDLEARN IDEAS CORPORATE GOALS (SOME GOOD, SOME BAD) GUTS & INSTINCTS PARTNERS OTHER DEPARTMENTS INDUSTRY TRENDS, ETC.
  38. 38. http://roos-skywalker.deviantart.com/ @byosko AND THEN THERE’S DATA
  39. 39. @byosko COMPETITION, OTHER PRODUCTS, BEST PRACTICES BUILDLEARN IDEAS CORPORATE GOALS (SOME GOOD, SOME BAD) GUTS & INSTINCTS PARTNERS OTHER DEPARTMENTS INDUSTRY TRENDS, ETC. DATA
  40. 40. @byosko COMPETITION, OTHER PRODUCTS, BEST PRACTICES BUILDLEARN IDEAS CORPORATE GOALS (SOME GOOD, SOME BAD) GUTS & INSTINCTS PARTNERS OTHER DEPARTMENTS INDUSTRY TRENDS, ETC. DATA
  41. 41. COMPETITION, OTHER PRODUCTS, BEST PRACTICES PARTNERS INDUSTRY TRENDS, ETC. GUTS & INSTINCTS OTHER DEPARTMENTS CORPORATE GOALS DATA AS A FILTER BETTER DECISIONS @byosko CUSTOMER INPUT
  42. 42. DATA IS THERE TO MAKE US MORE INTELLECTUALLY HONEST @byosko
  43. 43. @byosko @byosko DATA > THE HiPPO
  44. 44. @byosko 1 DATA IS AN INPUT 2 DATA IS A FILTER
  45. 45. @byosko DATA IS A COMMUNICATION TOOL @byosko http://www.instigatorblog.com/data-common-language/2016/09/22/
  46. 46. @byosko @byosko
  47. 47. @byosko @byosko F*CK YOU AND YOUR DATA, I DON’T BELIEVE IT
  48. 48. DATA IS COMPLEX. HOW WE COMMUNICATE IT DOESN’T HAVE TO BE. @byosko
  49. 49. @byosko @byosko LEAN ANALYTICS: WHAT TO FOCUS ON, WHEN http://leananalyticsbook.com
  50. 50. FIND THE ONE METRIC THAT MATTERS @byosko
  51. 51. The Layer Cake of Metrics Project OMTM Project OMTM Project OMTM Project OMTM Project OMTM Project OMTM Department OMTM Department OMTM Department OMTM OMTM: Business Health Indicator @byosko
  52. 52. LEAN ANALYTICS: THE BASICS Day 3 - Lean Analytics ZxLERATOR | NYC | SUMMER 2016 52 Herbert Simon If a metric won’t change how you behave, it’s a… BAD METRIC @byosko
  53. 53. Putting basic data to use Ricky (product manager) has some ideas for improving the “Proposal Send Screen” (based on qualitative feedback & his gut), but before prioritizing this work, he digs into the data. @byosko http://proposify.biz
  54. 54. Putting basic data to use 50% of people send proposals through Proposify (50% don’t) (quantitative) @byosko http://proposify.biz — Is this good or bad?
  55. 55. Putting basic data to use @byosko http://proposify.biz Ricky isn’t sure. So he’s going to need to look at additional data (exploratory): • Churn • Proposal won rate • Any correlations here?
  56. 56. Putting basic data to use @byosko http://proposify.biz • Also needs to do more direct customer development to learn more (qualitative) • All of this work might lead to additional, meaningful product dev (actionable)
  57. 57. COMMUNICATION IDEAS BUILD PRODUCTDATA MEASURE LEARN LOTS OF INPUTS YOUR GUT DATA @byosko
  58. 58. YOUR JOB: DETECTIVE AND COMMUNICATOR @byosko
  59. 59. @byosko LET YOUR GUTS GUIDE YOU
  60. 60. THANK YOU! Ben Yoskovitz byosko@gmail.com @byosko http://instigatorblog.com http://highlinebeta.com

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