Henry Ford Was Wrong: What it Takes to Uncover & Identify Compelling Market Needs

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Henry Ford Was Wrong: What it Takes to Uncover & Identify Compelling Market Needs

  1. 1. Copyright 2011- LÛCRUM MARKETING<br />Henry Ford Was Wrong:  What it Takes to Uncover & Identify Compelling Market Needs<br />Presented by:<br />Tom Evans<br />Lûcrum Marketing<br />August 6, 2011<br />
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  3. 3. Henry Ford’s Quote<br />“If I had asked people what they wanted, <br />they would have said faster horses.”<br />Copyright 2011 - LÛCRUM MARKETING<br />
  4. 4. What Do They Need (To Do)?<br />“People don't want to buy a<br />quarter-inch drill. They<br />want a quarter-inch hole!”<br />–Theodore Levitt<br />Copyright 2011 - LÛCRUM MARKETING<br />
  5. 5. What We Want to Identify<br />Problems, Goals, Needs<br />What do they want to do that they can’t do?<br />What do they want to improve (decrease/increase)?<br />Why is this P/G/N important?<br />When does this happen (usage scenarios)<br />How do you currently do this?<br />What is the impact?<br />How important is this? What is their current satisfaction?<br />Who are they (Personas)?<br />Copyright 2011 - LÛCRUM MARKETING<br />
  6. 6. Whom to Ask?<br />Strategic/Financial (Executives)<br />Operational (Managers)<br />Task Performers (Front-line)<br />Copyright 2011 - LÛCRUM MARKETING<br />
  7. 7. Discover Personal Needs<br />Copyright 2011 - LÛCRUM MARKETING<br />
  8. 8. Exercise – The Stuff We Carry<br />Copyright 2011 - LÛCRUM MARKETING<br />
  9. 9. Copyright 2011 - LÛCRUM MARKETING<br />Thank You<br />Tom Evans<br />Lûcrum Marketing<br />tevans@lucrum-marketing.com<br />+1-512-961-5267<br />

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