6 pages essay based on presentation ppt
Tanguy Leborgne, VP & GM Consumer
A CUSTOMER-CENTRIC APPROACH TO PRODUCT DEVELOPMENT
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95% of products launched each year FAIL!
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… Why Do Most New Products Fail?
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Flawed
Processes…
(…and communication breakdown)
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JUST not
READY YET!
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Not Your Cup Of Tea…
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Failure To Adapt…
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No One Is Immune…
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Facing Market Facts and Customer Reality
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Identify and calibrate the Opportunity
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Know your market
Study Competition
Understand Key Trends
Know Your Capabilities
Build Utmost Intimacy With Your Target Audience
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The most painful
The most pervasive
The most urgent
The high $$ ones
Identify BIG HAIRY PROBLEMS
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Their Desires
Their Values
Their “Social Map”
Get into their Minds…
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Research Helps Understand Your Audience Better
Close Ended
Numerical Analysis
Trends & correlations
Segment sizing
Open Ended
Help Dig Deeper
Address the “WHY’s”
Know values, environment
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Obsess over Cause-and-Effect Analysis vs. Top Requirements
The Analysis…
…Turn Facts Into Actionable Insights
?
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The Right Insights Lead To A Stronger Roadmap
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Portfolio Strategy & Product Management
Focus on identifying and calibrating problems
Engineering & Development
Focus on solving problems
Marketing & Sales
Focus on articulating and delivering the story
Know Your Respective Roles…
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SOUNDS
OVERWHELMING?
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OVERWHELMING??
market-mapping and weB search can go a LONG way…
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Identify a Problem
Search
Document
MASTER P.L.A.N.S.
ILLUSTRATION
IDENTIFIED PROBLEM: POOR PRODUCT MANAGEMENT DECISION-MAKING
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ONE BIG HAIRY PROBLEM:
POOR DECISION-MAKING BY PRODUCT MANAGERS
LEADING TO FAILED PRODUCTS
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CREATE YOUR MARKET MAP WITH THE NEW 4P!
Places
People
Products
Plan
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OVERWHELMING??
PLACES
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OVERWHELMING??
PEOPLE
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OVERWHELMING??
PRODUCTS
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OVERWHELMING??
YOUR master P.L.A.n.s.
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OVERWHELMING??
POSITION YOUR BUSINESS IDEA
Ultimate training on decision-making
for successful product management in Tech
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OVERWHELMING??
VALIDATE IT BY REACHING OUT TO PRODUCT MANAGERS!
Hi,
I’d like to pick your brain on some idea I have developed specifically targeted at product management professionals and general managers in tech. There’s nothing I’m selling at this stage, I’m more in the idea validation phase. You have great product management experience so I thought I’d reach out to you to get your take on it.
What typical issues have you been faced with when making decisions on a product idea or a concept and how to pursue it?
What kind of processes, tools or techniques do you have for making effective decisions? Any structured decision-making framework or more ad hoc?
How satisfied are you with the outcome of your decision-making on such new product ideas and requirements?
What do you wish you would have you actually don’t have right now when it comes to making such product-related decisions?
On a higher level have you ever engaged in training courses on decision-making for your role? Is there any reason why you have not been following any formal training on such decision-making techniques and framework?
Nice, because my idea and what I’m working on right now is actually related to a comprehensive set of training and tools on decision-making for product owners in Tech. There are many aspects ranging from opportunity cost of not investing in proper decision-making, how to handle business pressure, how to make sense of too much information, how to avoid blind spots, how to conduct proper data analysis and risk assessment, how to spot fake information or even avoid bad consensus.
How do you feel about such training and tools? Is this something that would be relevant enough to you or your teams for you to invest time and money in?
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OVERWHELMING??
REFINE AND KEEP VALIDATING
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Problem ID
Market Map
P.L.A.N.
Idea Positioning
Validation
Refinement
Know intimately your target audience
Build products for your target audience
But remember, your market is NOT your target (market is much larger!)
In Summary…
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Forget internal “opinions”!
Focus on properly analyzed market facts
Relentlessly prioritize
NIHITO!
Recap… Outside-In!
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THANK YOU!
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