Key themes in digital product strategy. Slides from a presentation for Tech City Coffee in London, June 2017.

1. Product Strategy for Product Leaders
Turning great technology into great products

2. https://pivotservices.curated.co/
@pivotservices

4. 'Just' theory?

7. Nir Eyal
Eric
Almquist
Alan
Klement
Bob
Moesta

8. • The Job
• The Switch
• The Journey
• The Value
• The Hook

9. The Job

16. The Switch

18. • >80 per cent of people’s time is spent in just three apps.
• The top 8 mobile apps are owned by just 2 companies:
Google and Facebook.
• 50% of people in the USA download zero new apps per
month.

22. “Innovation should demonstrate a relative
advantage over other options, ideally
including the technology currently used
for the task. Better technologies will be
adopted, plain and simple. ” - Everett
Rogers

25. Prospect Theory

26. • Outcomes are judged in terms of 'gains' & 'losses.'
• Gains and losses are relative
• "Losses loom larger than gains." (Loss aversion)
Prospect Theory

28. 3x

29. Endowment Effect

30. Time

32. 9X

33. • Accept resistance (Dig in for the long haul / Be 10x
better)
• Minimise resistance (Map against existing options,
target new segments, find niche believers)
What can product developers do?

35. “Think of any night you did not
watch Netflix,” he said. “We
compete with drinking a bottle of
wine. That’s a particularly tough
one.” - Reed Hastings

36. The Value

39. The Journey

40. Onboarding Core Task
Completion
Administration

41. Onboarding Core Task
Completion
Administration
User Familiarity

42. Acquisition / Growth
Core Task
Completion
AdministrationOnboarding

43. I don’t know you. I get you.
I want to customise
you.
I’m considering you.
User Familiarity

44. Acquisition.
Retention.
Revenue.
Referral.Activation.
User Familiarity

45. Promise of value. Delivery of value. Extension of value.
Demonstration of
value.

46. Acquisition / Growth
Core Task
Completion
AdministrationOnboarding

47. Software
Full Stack

48. Acquisition / Growth
Core Task
Completion
AdministrationOnboarding

49. Software
Full Stack

50. Software
Full Stack

51. Promise of value. Delivery of value. Extension of value.
Demonstration of
value.
Aha!!

52. Software

53. The Hook

54. Nir Eyal

62. • Focus on progress.
• Understand the forces of change
• Constantly deliver value.
• Understand triggers and rewards.

63. Thanks.
paul.jackson@castle.co