Scott is known for building high functioning product teams and driving a culture of customer-centricity. Originally from Canada, he is currently leading product and innovation in Paris France. The teams are constantly looking for the biggest customer pains, then testing and developing solutions to solve them quickly.

1. Customer Obsession
Scott Stonehocker, Head of Product and Innovation @ Intuit France

2. Agenda
How to build a culture of customer obsession
● Why isn’t Intuit dead?
● How we work - CDI/D4D framework
● Deep customer empathy - the “follow me home”
● Go broad to go narrow / Rapid experimentation
● Ideas on how to build a culture of customer obsession

3. Why isn’t Intuit dead?
Fortune Magazine, July 19, 2016

4. Intuit Stock Price

5. Fall in love with problems | not solutions
The only way to
(survive) is to fall in love
with consumer
problems, not our
solutions.”
-Sasan Goodarzi, CEO

6. Secret Weapon | Design for Delight
“D4D is our #1 secret
weapon at Intuit.
There is no #2”
-Scott Cook, founder

7. How We Work
Customer-Driven Innovation (CDI)
What to solve
Design For Delight (D4D)
How to solve

8. Design For Delight
Deep Customer
Empathy
Observe customers
Savor surprises
Understand why
Go Broad to Go
Narrow
Get many ideas
Get uncomfortably narrow
Rapid Experiments
with Customers
Define assumptions
Test cheap and fast
Learn and decide

9. Deep Customer
Empathy
Go Broad to Go
Narrow
Rapid Experiments
with Customers

10. Find the biggest pain | then build narrow solutions
“Find the biggest pain
and build what matters
most. Go uncomfortably
narrow”

11. “Follow me Homes” | watch & learn in the real world
Observe Customers
Savor Surprises
5 Whys

12. “Follow me Homes” | a few examples
Observe Customers
Savor Surprises
5 Whys

13. Customer problem statement | how we get buy-in

14. Deep Customer
Empathy
Go Broad to Go
Narrow
Rapid Experiments
with Customers

16. Deep Customer
Empathy
Go Broad to Go
Narrow
Rapid Experiments
with Customers

21. Structural
● Awards - Scott Cook innovation awards
● Values - Customer obsession
● Customer center
Team
● Onboarding - train all new hires
● Customer problem statements win
arguments
● Track it / Celebrate it
● Set the example “when I met with a customer
yesterday...”
How to build a culture of customer obsession

23. Why isn’t Intuit dead?
Fortune Magazine, July 19, 2016

24. Thank you / Merci