Product Negatives to Positives


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Explores a strategy to present your product in honest and compelling ways.

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  • Social Media ascendent - SXSW - extreme interest Markets are conversations - Cluetrain (1999) - Do not “target”, interact instead What to convey? - This is my product?? - This is ME. This is what I think.
  • “ Earthrise” Apollo 8 - Christmas Eve 1968 - A new view of the world A new type of environmentalism begins Your view of the “world” has a tremendous effect on your customers What are the issues of importance? What things are going to change? What do you think are the real problems? Where are you going?! Who sees things the way you do? That is your market.
  • Examples: Activerse - users in complete control of “Presence” - Release 1.0 story ParcPlace/Oracle/Java - Portability is key - Story = Hardware swiftly changing, avoid lock-in, move as needed
  • Blind Side discussion - A different worldview for football Texas Football evolution
  • Position - Play will drive 3-D Technology, Gamers will pay for advanced Hardware Negatives - not enough memory for high quality displays, too expensive for “Home” Speed of refresh is all that mattered! Games bigger than movies
  • Very important to remember that the guy that started Twitter also did Blogger A study in expression - Blogs = intensive work/daunting, Twitter = nearly frictionless expression Shortness made it easier to create and consume Private - easy to block, not about private conversation, separate mechanism Scale - just a technical issue Not a business - who cares? focusing on revenue kills many budding communities, twitter has huge value
  • Chris - very talented and challenged Teachers turn negatives to positives everyday
  • Final message - It’s tough to get in the picture, so make sure you have something worthwhile to convey when you do.
  • Product Negatives to Positives

    1. 1. please thank our sponsors
    2. 2. Negatives->Positives <ul><li>Worldview/Perspective </li></ul><ul><li>Examples </li></ul><ul><li>Lessons Learned </li></ul>
    3. 3. Markets are Conversations So what do you have to say?
    4. 4. How do you see the world? Who else sees things the way I do?
    5. 5. More Cluetrain <ul><li>Companies attempting to position themselves should take a position . </li></ul><ul><ul><li>Optimally it should relate to something the market actually cares about. </li></ul></ul><ul><ul><li>Bombastic boasts do not = a position </li></ul></ul>
    6. 6. Change the Game Before: Power running / Brute force Pass as a surprise After: Short passing / Skill Run as a surprise
    7. 7. Example
    8. 8. Another Example What is important? Ease of Expression! Negatives: Too Short Not Private Can’t Scale Not a Business
    9. 9. NeutronC <ul><li>Software Product </li></ul><ul><ul><li>A tool for deployment of ANSI C software </li></ul></ul><ul><li>Converts C-code to a new executable </li></ul><ul><ul><li>Each instruction is 10x slower (!?) </li></ul></ul><ul><ul><li>25% in size </li></ul></ul>Size Matters!
    10. 10. NeutronC <ul><li>Position- Big value in compact code with controlled performance penalty </li></ul><ul><li>Embedded world - extreme cost sensitivity </li></ul><ul><ul><li>Applications profiled </li></ul></ul><ul><ul><ul><li>20% of code untouched </li></ul></ul></ul><ul><ul><ul><li>80% of code compacted </li></ul></ul></ul>
    11. 11. A Different Example Visual Thinking Expressive Language Disability Severe Articulation Delays Presents as a “Person of Limited Intelligence”
    12. 12. Lessons Learned <ul><li>Decide what you think is important </li></ul><ul><ul><li>Problems that need solving </li></ul></ul><ul><ul><li>Where things are going </li></ul></ul><ul><li>Show how your product reflects your beliefs </li></ul><ul><ul><li>Now and in the future </li></ul></ul><ul><ul><li>Ask your customers to come along for the ride </li></ul></ul>
    13. 13. Get in the Picture
    14. 14. please thank our sponsors