Download - The Tyranny of Benchmarking
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The Tyranny of Benchmarking
Mike Hardinghttp://re.vu/mikeharding
follow: @mah1
© 2011 Mike Harding – All Rights Reserved
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why do products fail?
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market dynamics
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market dynamics
competition
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market dynamics
competition
technology
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market dynamics
competition
technology
positioning
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tools
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tools process
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tools process
assumptions
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tools
assumptions
process
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MarketRequirements
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MarketRequirements
ProductDefinition
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MarketRequirements
ProductDefinition
ProductDevelopment
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MarketRequirements
ProductDefinition
ProductDevelopment
Ship it!
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assumptions
processtools
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leaders
laggards visionaries
challengers
vision
exec
utio
n
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Name hidden
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Benchmarking is the process of comparing one's business processes and performance metrics to industry bests.
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processtools
assumptions
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target market
customer input
competition
differentiation
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target market
customer input
competition
differentiation
✓
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target market
customer input
competition
differentiation
✓
✓
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target market
customer input
competition
differentiation
✓
✓
✓
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target market
customer input
competition
differentiation
✓
✓
✓
✓
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tools process
assumptions
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assumptions
processtools
FAIL!
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not
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one
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instance
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zero.
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zero. nada.
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zero. nada. zilch.
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why doesn’t it work?
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MarketRequirements
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MarketRequirements
Name hidden
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MarketRequirements
Name hidden
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MarketRequirements
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CustomerResearch
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CustomerResearch
customers lie
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CustomerResearch
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Benchmarking
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Benchmarking
vision
exec
utio
n
leaders
laggards visionaries
challengers
A
B
C
E
D
F
U
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Benchmarking
vision
exec
utio
n
leaders
laggards visionaries
challengers
A
B
C
E
D
F
U
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Benchmarking
vision
exec
utio
n
leaders
laggards visionaries
challengers
A
C
E
D
F
U
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Benchmarking
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Benchmarking
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Assumptions
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target market
customer input
competition
differentiation
X
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target market
customer input
competition
differentiation
X
X
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target market
customer input
competition
differentiation
X
X
X
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target market
customer input
competition
differentiation
X
X
X
X
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assumptions
processtools
FAIL!
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what does better look like?
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A change in perspective is worth 80 IQ points.
- Alan Kay
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BestImaginable
Product
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BestImaginable
Product
Designas a
Product
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BestImaginable
Product
Selfas a
Customer
Designas a
Product
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BestImaginable
Product
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BestImaginable
Product
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BestImaginable
Product
What is the best imaginable experience possible?
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BestImaginable
Product
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BestImaginable
Product
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BestImaginable
Product
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BestImaginable
Product
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BestImaginable
Product
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BestImaginable
Product
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BestImaginable
Product
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BestImaginable
Product
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BestImaginable
Product
what are you trying to accomplish?
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BestImaginable
Product
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BestImaginable
Product
is it best imaginable?
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BestImaginable
Product
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BestImaginable
Product
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BestImaginable
Product
?
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BestImaginable
Product
what are you trying to accomplish?
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BestImaginable
Product
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Designas a
Product
when is the last time you heard this about a hotel?
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Designas a
Product
I love you, I love you, I love you!
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Designas a
Product
I never met an Ace Hotel that I didn't like and so far I've
met 3 out of 4 of them.
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Designas a
Product
My room came with a guitar which made me excited -
"Look, I could play a guitar!”
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Designas a
Product
loved the vintage feel but VERY clean and everything
done RIGHT.
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Designas a
Product
This place is not just for hipsters darlings. We are 25 years too old for such a label and loved every little thing about our stay here!
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Designas a
Product
LOVE LOVE LOVE The Ace in NYC.
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Designas a
Product
For under $100/night, you can get a great room in the heart of the Pearl District.
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Designas a
Product
Ace Hotel Portland is very Portland. And by "Portland" I mean weird. In a good way.
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Designas a
Product
It doesn't get better than the Ace!
![Page 109: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/109.jpg)
Designas a
Product
![Page 110: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/110.jpg)
Designas a
Product
![Page 111: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/111.jpg)
Designas a
Product
![Page 112: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/112.jpg)
Designas a
Product
![Page 113: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/113.jpg)
Designas a
Product
![Page 114: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/114.jpg)
Designas a
Product
![Page 115: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/115.jpg)
Designas a
Product
![Page 116: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/116.jpg)
Designas a
Product
![Page 117: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/117.jpg)
Designas a
Product
![Page 118: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/118.jpg)
Designas a
Product
![Page 119: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/119.jpg)
Designas a
Product
![Page 120: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/120.jpg)
Selfas a
Customer
![Page 121: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/121.jpg)
Selfas a
Customer
![Page 122: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/122.jpg)
Selfas a
Customer
![Page 123: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/123.jpg)
Selfas a
Customer
![Page 124: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/124.jpg)
Selfas a
Customer
![Page 125: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/125.jpg)
Selfas a
Customer
![Page 126: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/126.jpg)
Selfas a
Customer
![Page 127: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/127.jpg)
Selfas a
Customer
![Page 128: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/128.jpg)
Selfas a
Customer
![Page 129: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/129.jpg)
Selfas a
Customer
![Page 130: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/130.jpg)
Selfas a
Customer
![Page 131: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/131.jpg)
Selfas a
Customer
![Page 132: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/132.jpg)
Selfas a
Customer
![Page 133: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/133.jpg)
Selfas a
Customer
![Page 134: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/134.jpg)
Selfas a
Customer
![Page 135: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/135.jpg)
Selfas a
Customer
![Page 136: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/136.jpg)
Selfas a
Customer
![Page 137: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/137.jpg)
Selfas a
Customer
![Page 138: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/138.jpg)
Selfas a
Customer
HR Professionals:Yuck, breaks my tools!(but I’d contact anyway)
![Page 139: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/139.jpg)
Selfas a
Customer
HR Professionals:Yuck, breaks my tools!(but I’d contact anyway)
Candidates:When can I create my re.vu?
![Page 140: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/140.jpg)
Selfas a
Customer
HR Professionals:Yuck, breaks my tools!(but I’d contact anyway)
Candidates:When can I create my re.vu?
Hiring Managers:Wish more candidates would
use this sort of resume.
![Page 141: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/141.jpg)
Selfas a
Customer
![Page 142: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/142.jpg)
Selfas a
Customer
re.vu user growth 2011
![Page 143: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/143.jpg)
![Page 144: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/144.jpg)
![Page 145: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/145.jpg)
which do you prefer?
![Page 146: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/146.jpg)
let’s see some more examples
![Page 147: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/147.jpg)
example 1
![Page 148: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/148.jpg)
example 2
![Page 149: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/149.jpg)
example 3
![Page 150: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/150.jpg)
example 4
![Page 151: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/151.jpg)
example 5
![Page 152: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/152.jpg)
example 6
![Page 153: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/153.jpg)
![Page 154: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/154.jpg)
escape
![Page 155: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/155.jpg)
perspectiveescape
![Page 156: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/156.jpg)
experiment
perspectiveescape
![Page 157: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/157.jpg)
experiment
perspectiveescape
SUCCEED!
![Page 158: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/158.jpg)
aspire to design GREAT products
![Page 159: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/159.jpg)
![Page 160: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/160.jpg)
Thank You!
![Page 161: The Tyranny of Benchmarking](https://reader033.vdocuments.net/reader033/viewer/2022052616/556e61aed8b42a6a248b4b12/html5/thumbnails/161.jpg)
The Tyranny of Benchmarking
http://re.vu/MikeHardingfollow: @mah1
© 2011 Mike Harding – All Rights Reserved