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+
Beyond Your Bright Idea:
A guide to market-driven
product development
Torrie Adams, PMP
Product Manager, Kickboard
President, New Orleans Women in Tech
+ Some Bright Ideas
(and some not so bright ones)
+
Pepsi Product History
Fountain soda
1893
6 oz. bottles
1904
12 oz. bottles
1936
Diet
Pepsi
1964
Caffeine Free
1982
Wild Cherry
1988
+
Pepsi Product History
Fountain soda
1893
6 oz. bottles
1904
12 oz. bottles
1936
Diet
Pepsi
1964
Caffeine Free
1982
Wild Cherry
1988
Pepsi AM (1989)
Pepsi Raging Raspberry (1991)
Crystal Pepsi (1992)
Pepsi Candy (1999)
Pepsi Blue (2003)
Pepsi Vanilla (2003)
Pepsi Clear (2005)
Pepsi Lime (2005)
Pepsi Fresh (2007)
Christmas Pepsi (2007)
Pepsi Summer Mix (2007)
Pepsi Natural (2009)
+
37 Signals / Basecamp
Web design firm
1999 Basecamp
2004
Ruby on Rails
2004
2005
Ta-da List
Writeboard
Backpack
2006
Backpack
Campfire
The Job Board
Highrise
2007
2009
Sortfolio
Basecamp 2.0
2012
2013
Know Your Company
We Work Remotely
+
So how do we
remain innovative,
while protecting our bottom line?
+
Market-Driven vs. Market-Driving
Understand customer
(and potential customer)
needs and satisfy them.
Fulfill needs that the
customer doesn’t even
realize exist.
+
Self Assessment
Where do your product ideas come from?
 Sales team
 Engineering team
 CEO
 Customer interviews, focus groups, & surveys
+
Self Assessment
Do you feel like you’re stuck?
 Doing incremental enhancements with no clear
end goal
 Feeling hostage to your customers
 Not believing in what you do
 In your current market, with no idea of how to
break out
+
Market-Driven
Product Development
Understanding & satisfying needs:
 Listening
 Managing expectations
 Translating to profit
+ “You’re not
listening to me!”
+
Where to Listen
Data
Surveys
Conversations
Focus Groups / User Groups
+
How to Listen
Go beyond simply hearing
Validate assumptions, but don’t try to
convince
Manage expectations
+
When we hear
I need ABC.
And 123.
And also XYZ.
+
When we listen
I need ABC.
What problem are
you looking to
solve with ABC?
Well it’s to fix this
issue downstream
with…
Underlying Need
+ Ass + U + Me
+
Bias Check
Leading with assumptions:
 Do you drink soda?
 Would you say that you like
to live a healthy lifestyle?
 Wouldn’t you prefer to drink
a Pepsi that is free of
coloring additives, or would
you prefer one that has
artificial coloring?
Validating the facts:
 Do you drink soda?
 What type of soda do you
prefer?
 How many sodas per day
do you drink?
 If I replaced those sodas
with a clear Pepsi, what
would your reaction be?
Why?
+
“Your opinion,
while interesting,
isn’t relevant.”
- Pragmatic Marketing
+
Key Point
Be cautious not to bias
your research with your
assumptions.
+
Exercise
Free Market Research!
Write down 3 questions
that you need validated
from our audience.
We’ll take 3 people to
share.
+ Managing
Expectations
+
Listening Has a Down Side
I need this.
I need this
other thing.
I need
something else!
Backlog
+
Managing expectations
Setting up for
disappointment
 “Definitely!”
 “I hear that a lot.”
 “That’s a really good
suggestion!”
 “I’ll send that to the
development team.”
A better approach
 “Thank you for the
feedback.”
 “Thanks for sharing
your concerns.”
 “That’s not where we’re
focusing in the near
future, but I’ll record it
so it can be considered
if we circle back to that
area.”
+
Exercise
Think of a story where
expectations got out of
control
and/or
Prepare some canned
statements that you can
use to let people down
softly.
We’ll take 3 people to
share.
+ Profit
+
Translating into profit
I need ABC.
Market
research
Req/Sp
ec/
Design
Feature
rollout
$$ Resell $$

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Beyond Your Bright Idea: A Guide to Market-Driven Product Development

  • 1. + Beyond Your Bright Idea: A guide to market-driven product development Torrie Adams, PMP Product Manager, Kickboard President, New Orleans Women in Tech
  • 2. + Some Bright Ideas (and some not so bright ones)
  • 3.
  • 4. + Pepsi Product History Fountain soda 1893 6 oz. bottles 1904 12 oz. bottles 1936 Diet Pepsi 1964 Caffeine Free 1982 Wild Cherry 1988
  • 5. + Pepsi Product History Fountain soda 1893 6 oz. bottles 1904 12 oz. bottles 1936 Diet Pepsi 1964 Caffeine Free 1982 Wild Cherry 1988 Pepsi AM (1989) Pepsi Raging Raspberry (1991) Crystal Pepsi (1992) Pepsi Candy (1999) Pepsi Blue (2003) Pepsi Vanilla (2003) Pepsi Clear (2005) Pepsi Lime (2005) Pepsi Fresh (2007) Christmas Pepsi (2007) Pepsi Summer Mix (2007) Pepsi Natural (2009)
  • 6. + 37 Signals / Basecamp Web design firm 1999 Basecamp 2004 Ruby on Rails 2004 2005 Ta-da List Writeboard Backpack 2006 Backpack Campfire The Job Board Highrise 2007 2009 Sortfolio Basecamp 2.0 2012 2013 Know Your Company We Work Remotely
  • 7. + So how do we remain innovative, while protecting our bottom line?
  • 8. + Market-Driven vs. Market-Driving Understand customer (and potential customer) needs and satisfy them. Fulfill needs that the customer doesn’t even realize exist.
  • 9. + Self Assessment Where do your product ideas come from?  Sales team  Engineering team  CEO  Customer interviews, focus groups, & surveys
  • 10. + Self Assessment Do you feel like you’re stuck?  Doing incremental enhancements with no clear end goal  Feeling hostage to your customers  Not believing in what you do  In your current market, with no idea of how to break out
  • 11. + Market-Driven Product Development Understanding & satisfying needs:  Listening  Managing expectations  Translating to profit
  • 14. + How to Listen Go beyond simply hearing Validate assumptions, but don’t try to convince Manage expectations
  • 15. + When we hear I need ABC. And 123. And also XYZ.
  • 16. + When we listen I need ABC. What problem are you looking to solve with ABC? Well it’s to fix this issue downstream with… Underlying Need
  • 17. + Ass + U + Me
  • 18.
  • 19.
  • 20. + Bias Check Leading with assumptions:  Do you drink soda?  Would you say that you like to live a healthy lifestyle?  Wouldn’t you prefer to drink a Pepsi that is free of coloring additives, or would you prefer one that has artificial coloring? Validating the facts:  Do you drink soda?  What type of soda do you prefer?  How many sodas per day do you drink?  If I replaced those sodas with a clear Pepsi, what would your reaction be? Why?
  • 21. + “Your opinion, while interesting, isn’t relevant.” - Pragmatic Marketing
  • 22. + Key Point Be cautious not to bias your research with your assumptions.
  • 23. + Exercise Free Market Research! Write down 3 questions that you need validated from our audience. We’ll take 3 people to share.
  • 25. + Listening Has a Down Side I need this. I need this other thing. I need something else! Backlog
  • 26. + Managing expectations Setting up for disappointment  “Definitely!”  “I hear that a lot.”  “That’s a really good suggestion!”  “I’ll send that to the development team.” A better approach  “Thank you for the feedback.”  “Thanks for sharing your concerns.”  “That’s not where we’re focusing in the near future, but I’ll record it so it can be considered if we circle back to that area.”
  • 27. + Exercise Think of a story where expectations got out of control and/or Prepare some canned statements that you can use to let people down softly. We’ll take 3 people to share.
  • 29. + Translating into profit I need ABC. Market research Req/Sp ec/ Design Feature rollout $$ Resell $$

Editor's Notes

  1. Last month, discontinued new work on all products besides Basecamp & renamed company to Basecamp. They had ended up in a position where they were spread too thin and couldn’t effectively enhance their products to their satisfaction.
  2. We’re not all Steve Jobs.
  3. Hearing is when you catch a piece of what the other person is saying, and then your mind goes off in its own direction.Listening is when you shut off your internal voice, you hear what the other person is saying from their perspective, and you give them your full focus.
  4. Leading with your assumptions:Do you drink soda?Would you say that you like to live a healthy lifestyle?Wouldn’t you prefer to drink a Pepsi that is free of coloring additives, or would you prefer one that has artificial coloring?Validating the facts:Do you drink soda?YesWhat type of soda do you prefer?How many sodas per day do you drink?If I replaced those sodas with a clear Pepsi, what would your reaction be? Why?NoWhat do you drink instead?How many times a day?If I replace those beverages with a Pepsi that didn’t have any artificial coloring, what would reaction be? Why?
  5. What people think inside your company is not relevant without validation outside of your company. Making assumptions based on anecdotal evidence is not listening to your customer. Convincing your customer is not listening to your customer.
  6. A better approach“This is great feedback. I’ll combine this with the conversations I’m having with other customers and work towards something that will best fit everyone’s needs.”“Thanks for sharing your concerns.”“That’s not where we’re focusing in the near future, but I’ll record it so it can be considered if we circle back to that area.”