Title: Product Management in the corporate context: When Product / Market Fit isn’t enough Presented at Leading the Product 2017 - Sydney

1. Leading The Product 2017
Lightning Talks Slides
Sydney, Australia
Dan Taylor
TAL
For more information go to
www.leadingtheproduct.com

2. Product Management in the corporate context:
When Product / Market Fit isn’t enough
Dan Taylor
GM, Innovation
October 2017

3. 3 Pack Title
…including how thinking like a chocolatier can help
In case we don’t make it!
Why Corporate Innovation is so hard.
A framework for overcoming these challenges.
Examples of winning approaches…

4. 4 Pack Title
Everybody loves the
idea of being an
entrepreneur

5. 5

6. CORPORATE
INNOVATION
=
ACT LIKE A STARTUP

7. RISK GOVERNANCE
OPERATIONS
FOCUS
CUSTOMERS
BRAND
CORPORATE ≠ STARTUP
=
+
= =

8. “You can’t innovate
by committee”

9. The challenge in a corporate is delivering speed and
scale
9
SPEED
&
SCALE
EXPECTATION

10. 10 Pack Title
You’re going to need
to sell more than
one pen

11. 11 Pack Title

12. So how do you develop
successful new products in
big businesses?
12

13. 13
Myth: The usual rules of product / market fit apply

14. 14
You need Product / Market / Corporate fit

15. Corporate Fit?
You have to align to the Corporate context
15
Technology /
Operational
Commercial
Scale

16. Corporate Fit?
You have to align to the Corporate context
16
Technology /
Operational
Commercial
Scale
Customer &
Brand
Strategic
portfolio
… and the best ones leverage the Corporate assets to
drive greater scale

17. Leverage the distribution channel
British Gas, launched a Remote Heating Control service
through their engineer network, creating the largest Smart
Homes player in the UK

18. Leverage the customer base
Epson crowdfunded its new augmented reality headset – proving the demand,
capturing early customers, and helping the financial case all at the same time

19. Leverage the brand
Chocolate manufacturers often launch full scale pilots as ‘Limited Editions’ – giving
the new product every chance of success, but also a risk-free way to fail
`
19

20. CHECK IT OUT! - The Secrets of Big Business Innovation is based
on over 100 case studies from leading corporate entrepreneurs
20

21. 21 Pack Title
…And don’t just ‘act like a start-up’!
Summary
1. Think Product / Market /
Corporate fit
2. Understand and align
with the 4 areas of
corporate fit
3. Ideally, leverage the
corporate assets to
enhance the opportunity