The document discusses key ingredients for identifying winning products. It emphasizes the importance of taking a broad view, considering all relevant factors like users, technical requirements, manufacturing and economics. An integrated cross-functional team allows developing a cohesive product faster. The process should be agile, iterative and data-driven to generate insights and validate assumptions before moving forward. Overall success comes from having the right resources, process and structure and making decisions at the optimal time.

1. Identifying Winning Products
Presenter: Timothy Allan - Locus Research Ltd

2. The Three Stooges
How do you Identify a winning product before you have
done it?
What are the ingredients of success?
Why does working together matter so much?

3. My Bias
New, is not always better, Being the best is what
matters;
Be Pragmatic;
Research is not Negotiable;
Product Integrity is Paramount

4. Hope ft. the space pen

5. More does not mean better
All the Resources and yet?
More bureaucracy & constraints
Feeling you ‘should’ be able to do it
Many innovative people are not a good fit with
established environments
Humble Life Vs. Mighty Leap

6. Ingredients of Success
Raw materials
(Your Resources)
Process
(Your Structure & Sequence)
Timing
(Decisions & Execution)

7. Observation is Free
Success is characterised by a few things falling into line
at the right time
These are external to us, and are not defined by us
although we may be involved with them;
To the Observant, these trends changes and
opportunities can be isolated and translated into
something meaningful.

8. Get into Place

9. Be Original to the point of Eccentricity

10. My Ideas better than yours
Ideas are like possessions;
Idea’s are a battleground for Ego’s where objectivity has
no place;
Yet Objective decision making is central to our ability to
develop products successfully;
At the start of the process we deliberately avoid idea
generation.

11. Out of Focus

12. Broad not Deep
You need to have a deep depth of field
Forgo the narrow, macro view;
Cover as much ground as possible, relationships
between things are important;
Project, people, structure, consumer, gatekeeper, life
cycle, packaging, distribution, risk, standards,
compliance ~

13. Can you make a business out of it?
Makes you ask the tough questions
๏ Is in growth or in decline?
๏ Regulatory change?
๏ Traffic jam or country road?
๏ Purchasing values?
๏ Easy to extend the offer?

14. Down the garden path
Asking others about whether an idea is good or not is
circular
It often leads to more questions
You can’t deliver what someone thinks they want in their
head, you’ll never get there, you’ll be led down the
garden path
Get off the fence. Get into it.

15. Lead or be led

16. Customer Experience

17. It Starts with your team
To most companies developing products is not their
core business;
If it was, it would be everyones concern, not just the
R&D teams;
Bringing all the disciplines together enables you to
deliver a cohesive, unified product to market.

18. Resistance
Always likely to be resistance to this approach
Forces people to communicate, be open, transparent,
change the way they work;
If someone does not, ask them to clearly justify why
others don’t need to be involved..(?)
Ideas are possessions which have no time for objectivity.

19. Need for Speed
If your teams integrated;
They understand & they are thinking about it;
No lengthy handoffs, 3rd party briefings,
miscommunication;
This increases your speed to market by collapsing the
existing linear process into a concurrent & more dynamic
process.

20. Feeling it on the inside
Look to create internal momentum & motivation;
Your team needs to have the self confidence to feel
successful;
Your confidence rubs off on those that you present and
talk to;
You can change peoples minds;
Make sure your project is built to succeed and your
team believes it.

21. Believe your own hype

22. The Project Structure
A clear brief & objectives - To drive your thinking and
decision making.
Defined milestones & outcomes - so you can honestly
assess progress.
Agile - Ability to change, move & adapt
Feedback - Multiple sources/different perspectives

23. Balanced Requirements
User/Patient
Technical/Lab/Clinical
Manufacturing/Distribution/Supply Chain
Economics/Commercial
…

24. Generative & Iterative
Dont rely on assumptions
Develop a strong research base to build off.
Understanding is important to insight.
Cast the net as wide as you can, consider alternatives
don’t be constrained be open minded.
Test & Validate - Before detail. Build a platform of proof
and be confident in your information.
Be Objective and Data driven.