The document summarizes a presentation by Brian Crofts on insights for innovation. It discusses conducting in-depth customer interviews and observations to gain insights, referred to as "follow-me-homes". It also stresses gathering data on product usage and testing to refine the product in a customer-backed, data-driven manner. The presentation emphasizes gaining deep insights into customer needs and behaviors to inspire innovation.

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7. Brian Crofts
Tonight’s Speaker

8. @briancrofts
BIG INNOVATION
REQUIRES BIG
INSIGHTS.

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9 QUICK INTRO

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QUICK INTRO

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“YOU’VE GOTTA DO
MORE RESEARCH … YOU
GOTTA DIG DEEPER
INTO THIS WORLD.”
John Lasseter CCO, Disney

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“THE OCEAN
DOESN’T
SEPARATE US, IT
UNITES US”

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INSIGHTS
SYNTHESIS
INSPIRATION
TODAY EXPECTED
REFINEMENTS
VISION
EXECUTION
AMAZING PRODUCT THAT
CREATE DELIGHT

18. @briancrofts
BIG INNOVATION
REQUIRES BIG
INSIGHTS.

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“WE WOULD
MEMORIZE THE
STARS … TO HELP
US NAVIGATE”

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INSIGHTS
SYNTHESIS
INSPIRATION
TODAY EXPECTED
REFINEMENTS
VISION
EXECUTION
AMAZING PRODUCT THAT
CREATE DELIGHT

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INSIGHTS
SYNTHESIS
INSPIRATION
TODAY EXPECTED
REFINEMENTS
VISION
EXECUTION
AMAZING PRODUCT THAT
CREATE DELIGHT

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CUSTOMER
BACKED,
DATA-DRIVEN

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CUSTOMER
BACKED

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30 Customer-Backed
“Follow-Me-Homes” Apprenticeship In-depth Interviews Other
Carefully watch and
examine what people are
actually doing
Observing a customer
performing a task while
running their business is
much more insightful than
them telling you what
they do
A method of idea
generation by actually
“walking in the shoes of
your customers”
Uncover the biggest
productivity
barriers facing your
customers,
Enables you to uncover
deep root causes to the
biggest productivity
barriers.
To learn, we must listen
more than we talk (and
ask good questions)
By understanding the
choices that person
makes and the behaviors
that person engages in,
you can identify their
needs
Emotional Discovery: create
an experience that
simulates/stimulates similar
emotions of what your
customers are feeling
Analogs: exploring how
similar use cases were
solved in different verticals
Y-in: Sitting on client
success and/or sales calls

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31 Debrief
Most importantly,
debrief:
What surprised you?
What pain did we see?

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32 Debrief to Sketches

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DATA-DRIVEN

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34 Data-Driven
Product Usage Customer Conversion
A/B Testing,
Pivot/Persevere
Goal: Understanding
customers behavior in your
product;
Session Playback
Goal: Identify the areas in
your product experience that
are causing friction.
Goal: Optimizing the product
experience through rapid
iteration and experimentation.
Goal: Visually understand
how customers are using your
product

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INSIGHTS
SYNTHESIS
INSPIRATION
TODAY EXPECTED
REFINEMENTS
VISION
EXECUTION
AMAZING PRODUCT THAT
CREATE DELIGHT
CUSTOMER BACKED, DATA-DRIVEN

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36 QUICK INTRO
@briancrofts
/brianlcrofts
/briancrofts

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QUESTIONS?

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