How to Maximize the Role of Insights Throughout the Product Lifecycle

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How to Maximize the
Role of Insights Throughout
the Product Lifecycle
A Complimentary Webinar from Aurora WDC
12:00 Noon Eastern /// Wednesday 14 September 2016
~ featuring ~
Jason Voiovich Derek Johnson
Thank you!
Now how about a little Q&A?
Email: Jason.Voiovich@LogicPD.com
Web: www.LogicPD.com

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Jason Voiovich
Jason Voiovich is Chief Customer Officer at Logic PD, a product lifecycle management services firm that
helps market-leading organizations launch and manage their next generation of products. As Logic PD’s
CCO, Jason is responsible for maximizing strategic account acquisition, retention and profitability. He leads
the engagement of all new business within Logic PD including the research, communications, account
management and proposals teams.
Jason has more than 20 years of experience in marketing intelligence and research, specializing in
competitive intelligence, new venture strategy, brand valuation and business modeling. Prior to joining
Logic PD in 2012, Jason founded Ecra Creative Group, a Minneapolis-based marketing intelligence and
brand development agency where he led account management and strategy. Jason received his B.S. in
Communications from the University of Wisconsin, Eau Claire, his M.A. in Strategic Communications from
the University of Minnesota, and Executive Education in data analytics at the Massachusetts Institute of
Technology.
The Intelligence Collaborative is the online learning and networking community powered by Aurora WDC, our clients, partners and
other friends and dedicated to exploring how to apply intelligence methods to solve real-world business problems.
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Collaborative is the online learning and networking community powered by Aurora WDC, our clients, partners and
d dedicated to exploring how to apply intelligence methods to solve real-world business problems.
ree 30-day trial membership at http://IntelCollab.com or learn more about Aurora WDC
roraWDC.com. See you next time!

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Questions, Commentary & Content

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75% of products
never reach the market.

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Of those that do…
9 out of 10 fail to deliver
a return on investment.

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You have better odds
spinning the roulette
wheel in Las Vegas
than launching a
successful product.

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Insights?

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or Obligations?

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Language barriers?

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Culture has the gun.

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11
How to lose a market in 90 days.

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Copyright 2016 Logic PD, Inc. All Rights Reserved. Confidential.
Three major phases of Product Lifecycle Management

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PLM risk vs. return

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J&J and its competitors circa 2005

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PLM: It’s the culture, stupid.

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Why didn’t anyone listen?
Practical examples of how
competitive intelligence can
positively impact each phase of
the product lifecycle.

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ROADMAPPING DEVELOPMENT FULFILLMENT
Outcome Viable concept Realized product Profitable product
Mindset Innovation, creativity, testing, lean,
agile
Problem solving, details, tradeoffs,
timeline and budget constraints
Exploitation, refinement and
expansion
Timing 10% 10% 80%
Stakeholders R&D, Product Management,
Intellectual Property, Executive
Management
Engineering, Product Management,
Production, Regulatory Affairs, Quality
Manufacturing/Production, Quality
Control, Sales, Finance
TACTICAL LEVEL
What are competitors
doing now?
Buy samples, tear-downs, HUMINT,
user interviews, regulatory
submissions, patent submissions
Regular updates during development
(competitors are not standing still)
Response to product, keep CI
interesting and top of mind
CONSULTANT LEVEL
What will competitors
do in the future?
Curating published roadmaps.
Creating “unpublished” roadmaps
based on multiple sources.
Tradeoff analysis (resolve conflicts) Competitive positioning of incremental
feature improvements
INVESTOR LEVEL
How can you change
the rules of the game?
Build versus buy / comparative
analysis techniques
Naysayer (sunk cost fallacy
avoidance), kill criteria
Reframe the competitive field,
scanning for disruptive competition
Intelligence Outcomes by PLM Phase

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On any given Sunday,
the Green Bay Packers know
more about their next
opponent than most business
stakeholders know about their
own company’s products.
CI can help.

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Thank you!
at http://AuroraWDC.com. See you next time!
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Thank you!
at http://AuroraWDC.com. See you next time!

How to Maximize the Role of Insights Throughout the Product Lifecycle

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