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Clarity of Purpose
Shawn Carolan
To win, you must have
clarity of purpose.
The reason for which something
is done or created.
Products without a clear purpose fail
Job To Be Done
When ______ I want to ______ So I can ______
Situation Motivation Expected Outcome
When I’m
hungry for a
home cooked
meal, I want
groceries in my
fridge, so I can
fill my belly
Product Purpose Statement
When (job arises), (product name)
(value delivered) for (cost)
by (unique approach)
When you don’t need groceries for a few hours, Instacart
saves you a trip to the store for ~$5 via super fast online
check...
Elements of a good PPS
It’s Short
When you need to get someplace, Uber arrives at your doorstep in
minutes, costs less than a taxi, and requires ...
When you need to communicate from your phone…
It’s Job Specific
When you want to tell your friend
you are running late, Wh...
When you have more to do than time to do it,
Handle gives you a single list to decide what to do next.
A “Goldilocks” Scope
A carefully chosen purpose helps you
Assess customer demand
Raise capital
Hire the right people
Align efforts of team
Make...
To: shawn@menlovc.com
Subject: PPS Challenge
-or-
Subject: A Worthy Purpose
Appendix
The power of getting
a single sentence
to perfection
It’s better to act in accordance
with your value system than do
what other people expect of you
Be yourself; everyone
else is already taken.
Oscar Wilde
It Identifies your customer
When you want to make new friends
and hang out online, IMVU lets you
express yourself anonymou...
It Illuminates The User Experience
When you need to find a web page,
Google lets you type the first few letters
and find t...
Clarity of Purpose @ Products That Count
Clarity of Purpose @ Products That Count
Clarity of Purpose @ Products That Count
Clarity of Purpose @ Products That Count
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Clarity of Purpose @ Products That Count

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Shawn Carolan's talk at the Products That Count holiday party introducing the concept of the "Product Purpose Statement" a simple written asset to capture the essence of your product strategy and align your team, investors, and customers.

Published in: Technology
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Clarity of Purpose @ Products That Count

  1. 1. Clarity of Purpose Shawn Carolan
  2. 2. To win, you must have clarity of purpose. The reason for which something is done or created.
  3. 3. Products without a clear purpose fail
  4. 4. Job To Be Done When ______ I want to ______ So I can ______ Situation Motivation Expected Outcome
  5. 5. When I’m hungry for a home cooked meal, I want groceries in my fridge, so I can fill my belly
  6. 6. Product Purpose Statement When (job arises), (product name) (value delivered) for (cost) by (unique approach)
  7. 7. When you don’t need groceries for a few hours, Instacart saves you a trip to the store for ~$5 via super fast online checkout and friendly folks who shop your favorite stores and deliver to your door. When you need groceries, Webvan saves you a trip to the store via super fast online checkout and delivery to your door. Speed? Selection? Cost? Infrastructure?
  8. 8. Elements of a good PPS
  9. 9. It’s Short When you need to get someplace, Uber arrives at your doorstep in minutes, costs less than a taxi, and requires no tip through its super-slick app and network of connected of drivers.
  10. 10. When you need to communicate from your phone… It’s Job Specific When you want to tell your friend you are running late, WhatsApp lets you send a message w/out paying SMS fees using mobile data. When you want to share an experience you are having with a friend, Snapchat lets you send the moment in 3 taps.
  11. 11. When you have more to do than time to do it, Handle gives you a single list to decide what to do next. A “Goldilocks” Scope
  12. 12. A carefully chosen purpose helps you Assess customer demand Raise capital Hire the right people Align efforts of team Make smart technical tradeoffs Produce a higher quality product Get to market faster Consume less capital Deliver on your dream!
  13. 13. To: shawn@menlovc.com Subject: PPS Challenge -or- Subject: A Worthy Purpose
  14. 14. Appendix
  15. 15. The power of getting a single sentence to perfection
  16. 16. It’s better to act in accordance with your value system than do what other people expect of you
  17. 17. Be yourself; everyone else is already taken. Oscar Wilde
  18. 18. It Identifies your customer When you want to make new friends and hang out online, IMVU lets you express yourself anonymously and feel belonging for a few bucks with the world’s best avatars. When you want to fully express your emotions online, IMVU lets you insert avatar expressions into your existing communications with an avatar keyboard.
  19. 19. It Illuminates The User Experience When you need to find a web page, Google lets you type the first few letters and find the best one as determined by Internet-scale link curation. When you need to find a web page, Yahoo! gives you a human curated portal so you can click your way to a good recipe.

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