Get Your Customers To Do The Innovating

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One of the secrets of Silicon Valley is the ability to extract from the market deep market insights that shape the innovation process. Learn how to work with your customers to build impactful products & services

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Get Your Customers To Do The Innovating

  1. G E T Y O U R CUSTOMER T O D O T H E INNOVATING SCOTTEBALES.COM
  2. Design is NOT everything. Consider products in the market customers pay for which solve STRONG problems but lack good design. ! Customers will forgive you on bad design if you are solving a strong enough problem. ! - E R I C R I E S There’s a difference between STRONG problems and BIG problems. One is around pain level and the other around market size. - Steve Blank
  3. OUR OBJECTIVES accept fail = lesson understand the journey what is customer development develop personas designing experiments making decisions
  4. want to accelerate your innovation insights? email me your challenge, for a chance to win a free consultation Digital Coach Digital Strategy Product Ideation Strategic Advisor Capability Building Corporate Innovation scott@s3b.co scottebales.com @scottebales
  5. 99% IS IT THE RIGHT IDEA? FAIL OF VENTURES
  6. SUCCESS RATE
  7. THE DIFFERENCE BETWEEN SUCCESS AND FAILURE IS YOUR ABILITY TO BUILD RAPIDLY MEASURE, LEARN AND ADAPT PIVOT OR PERSEVERE
  8. WHAT MOST PEOPLE THINK WHAT SUCCESSFUL PEOPLE KNOW
  9. YOUR S K I L L S NON-EXISTE NT 1 2 3 4 AVERA GE 6 7 8 9 I ’ M A ROCKS TAR BUSINESS MODELING PERSONA DEVELOPMENT CUSTOMER DISCOVERY & DEVELOPMENT MINIMUM VIABLE EXPERIMENTS PRODUCT / MARKET FIT P I VOT VS PERSEVERE PITCHING
  10. WHO ARE YOU? WHAT ARE ...YOUR PASSIONS? ...YOUR EXPECTATIONS?
  11. WHO ARE YOU? A verb starting with the same letter as your first name I am passionate about solving... What do I want to get out of today? Spontaneous Scott Educating, growing and mentoring tomorrow’s entrepreneurs Enable entrepreneurs to fail fast, and succeed faster
  12. THE BEST FIT FOR FOUNDERS… IS PROBLEM FIT
  13. Start here. Brainstorm with stickies, pull it over to the right to start your experiment. Experiments Who is your customer? Time Limit: 5 Min People Customer Problem Solution Riskiest Assumption Success Criterion Result & Decision Learning 1 2 3 4 5 To form a Customer/Problem Hypothesis: I believe my customer has a problem achieving this goal. To form your Assumptions: 0UVYKLYMVY̸hypothesis to be true, assumption needs to be true. Determine how you will test it: The least expensive way to test my assumption is... buying Vespas on Craigslist People with KPMÄJS[ commute NYC C U S T O M E R P R O B L E M Relying on products that use oil Understanding safety time saving of Vespa People with KPMÄJS[ commute NYC Vespa too expensive for identity risk Vespa One- Pager + Trial Rent Vespa Return It If Not Fit No friends Vespa Pay $250/month INTERVIEW: 8/10 don’t have friend with Vespa SELL: 15 email addresses in 2 hours Care about environment INTERVIEW: 5/20 buying Vespa bc environment important 0/20 PIVOT! CUSTOMER DISCOVERY 5/10 50+ in 2 hours P I V PIVOT! O T O PERSEVERE! R P E R S E V E R E - Skinny Tie! - Buying for lifestyle - “I’m not a scooter person” - Lifestyle is a risk - People typing in ALL CAPS - Jumping out of seat to try What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min +LÄUL[OLZVS[PVUVUS`HM[LY`VOH]L]HSPKH[LKHWYVISLT^VY[OZVS]PUNTime Limit: 5 Min List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min Need help? Use these sentences to help construct your experiment. To form a Problem/Solution Hypothesis: I believe this solution will result in XHU[PÄHISLV[JVTL. To identify your Riskiest Assumption: The assumption with the least amount of data, and core to the viability of my hypothesis is... Determine what success looks like: I will run experiment with # of customers and expect a strong signal from # of customers. GET OUT OF THE BUILDING! A S S U M P T I O N S M V P V A L I D A T E D L E A R N I N G B R A I N S T O R M I N G S O L U T I O N
  14. BUSINESS DESIGN CUSTOMER PROBLEM SOLUTION
  15. SEARCH EXECUTE CUSTOMER DISCOVERY CUSTOMER VAL IDATION CUSTOMER CREATION COMPANY BUILDING
  16. “Type a quote here.” –JOHNNY APPLESEED CTRL + C! DON’T WRITE A SINGLE LINE OF CODE UNTIL UNDERSTAND…
  17. Malkovich Bias THE TENDENCY TO BELIEVE THAT EVERYONE USES TECHNOLOGY THE SAME WAY YOU DO. ANDRES GLUSMAN
  18. customer development mantra YOU ARE NOT THE CUSTOMER ! ONLY THROUGH RESEARCH CAN WE UNCOVER PEOPLE’S PAINS, NEEDS, AND GOALS, I N THEIR CONTEXT
  19. customers have the answers IF YOU DON’T TALK TO YOUR CUSTOMERS, HOW WILL YOU KNOW HOW TO TALK TO YOUR CUSTOMERS? - WILL EVANS
  20. PERSONA DEVELOPMENT ASSUMPTION EXPLORATION LEARN REPEAT RISK TESTING
  21. 1PERSONA DEVELOPMENT CUSTOMER fictional characters to represent different user types in a targeted, attitude and/or behaviour set to drive empathy
  22. Persona Development Facts Factual information about your target customer. Pain State the problem you believe your target customers have, that your solution solves for. Goals What goals are they trying to accomplish through the behavior, that your solution will do better? Behavior Existing behavior they exhibit now, because they don’t have your solution. Greg GET THE TEMPLATE SCOTTEBALES.COM/PERSONAS
  23. EXERCISE PERSONA WHAT ’ S T H E I R CONTEXT? WHAT ARE THEY TRYING TO ACHIEVE? HOW CAN YOU ADD VALUE?
  24. WHAT customer CUSTOMER? do I start with? which 1 2 3 4 CUSTOMER
  25. Persona Development Facts Factual information about your target customer. Pain State the problem you believe your target customers have, that your solution solves for. Goals What goals are they trying to accomplish through the behavior, that your solution will do better? 37 years of age, married(7 years). Two kids (3 5) Employed by Coca-Cola to manage regional marketing Tech savvy, loves his Gadgets. Always keen to learn more Reads The Economist Online Enjoys the outdoors with his kids Regular traveller in the region, both work and personal Behavior Existing behavior they exhibit now, because they don’t have your solution. Greg Has been reading video blog tips in the hope of creating is own travel video blog Purchased a pirated copy of Final Cut Pro to explore, but quickly purchased a license Always has his video camera out when traveling, both on work travels and personal travel Purchased the domain www.gregsworld.com Has tried Vimeo, Wordpress and TypePad in attempts to create a blog Greg is a bit of a perfectionist, so he has tried multiple video blog solutions But hasn’t found any that allow him to express himself in the way he wants. He finds each tool hard to earn, and really isn’t sure if he is getting the best out of each tool He has tried reading through forums, but finds it difficult reading a tutorial and applying it to his material ! Greg loves to travel, he loves to explore new places, culture, people and food Greg would love to share his experiences with friends, family and colleagues ! !
  26. CUSTOMER PROBLEM (SOLUTION) HYPOTHESIS CUSTOMER PROBLEM SOLUTION Who specifically has this problem? How do you intent to solve this problem? What problem are you trying to solve?
  27. 2ASSUMPTION EXPLORATION l i s t c o r e ASSUMPTIONS a b o u t t h e CUSTOMER
  28. does

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