how to make the right product
DESCRIPTION
This is a presentation I gave at a Platforum event a few weeks ago. I tried to make it ‘fun’. http://madebymany.com/blog/how-to-make-the-right-productTRANSCRIPT
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@andywhitlock
HOW TO MAKE THE RIGHT PRODUCT
I SMASHED TOGETHER SOME ‘FUN’ SLIDES ON
CONTAINS
METAPHO
RS
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WE WORK IN THIS SMALL BUILDING
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image credit: Telegraph.co.uk
BUT WE HELP COMPANIES
THAT WORK IN BIG
BUILDINGS LIKE THESE
(BY MAKING DIGITAL
PRODUCTS FOR THEM)
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‘Products as marketing’
and/or
‘Nimble innovation’
THEY MOSTLY COME TO
US FOR TWO REASONS:
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IT’S HARD ‘MAKING THINGS
HAPPEN’ IN BIG ORGANISATIONS...
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WHICH IS WHY PEOPLE RESORT TO
JEDI MIND TRICKS TO GET THEIR WAY
image credits TL to BR: businessmag.co.uk , http://www.flickr.com/photos/the_warfield/4992455554/ , http://www.houstonchronicle.com/, http://businessresourceinternational.wordpress.com/
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I WASN’T BEING SEXIST ON THAT LAST SLIDE.
ACCORDING TO THE WORLD OF STOCK
PHOTOGRAPHY, ONLY BUSINESS MEN DO
JEDI MIND TRICKS.
BUSINESS WOMEN DO THIS...
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ANYWAY...
image credits L to R: http://www.24-7pressrelease.com/, http://womeninbiznetwork.com/, http://womenentrepreneursecrets.blogspot.co.uk/
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Products as marketing: Nimble innovation:
A COUPLE OF OUR PROJECTS...
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Skype in the Classroom
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image credit: www.engagethelearner.net
SKYPE:
‘LET’S SHOUT ABOUT
HOW TEACHERS ARE
USING SKYPE’
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image credit: www.engagethelearner.net
US:
‘HOW ABOUT WE HELP
THEM GET MORE OUT
OF SKYPE INSTEAD?’
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2 days in
(THAT FFWD SIGN MEANS SPEED. WOOOSH!)
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2 days in
SPEED MEANT LESS TIME ON THE WRONG IDEA,
THANKS TO CONSTANT TESTING WITH TEACHERS
WRONG
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2 weeks in
WE GAUGED PUBLIC INTEREST IN A FORTNIGHT
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8 weeks in
FIRST RELEASE
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If Skype can have 170 million connected users in eight years, can’t we have 1 million connected classrooms?
“
Tony BatesPresident, Skype
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62,000+ teachers
in 231 countries
lessons in 66 languages
RIGHT NOW WE HAVE:
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62,000+ teachers
in 231 countries
lessons in 66 languages
AND SOME ‘FAIRLY
GOOD’ PARTNERS
! !! !!!
RIGHT NOW WE HAVE:
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Featured by
MEDIA COVERAGE IS A BY-PRODUCT
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Mobile wallet
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*CHECKS THAT WE’RE ALLOWED
TO TALK ABOUT THIS PROJECT*
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WEVE IS A JOINT VENTURE BETWEEN...
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THEY’RE NOT STRANGERS TO
INNOVATION...
BUT MERGING THE EFFORTS OF 3 LARGE,
COMPLEX BUSINESSES WOULD PROBABLY
REQUIRE A LOT OF, YOU KNOW...
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image credits: http://www.houstonchronicle.com/ , http://www.flickr.com/photos/the_warfield/4992455554/
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BUT WE’VE BEEN FREE TO QUICKLY TEST
PROTOTYPES IN LIVE ENVIRONMENTS...
MAINTAINING MOMENTUM AND PURPOSE
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(NO GLIMPSE AT THE PRODUCT, SORRY)
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AND WE COULD USE NEW TOOLS AND
PROCESSES WITHOUT SIGN-OFF
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easy...TO MAKE PRODUCTS ISN’T IT
REALLY, IT’S GETTING PRETTY...
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LOOK, WE’RE ALL AT IT!
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image credit: Shutterstock via Wired.co.uk
HE CAN DO IT AND HE’S ONLY 12
AND HIS COMPUTER IS FROM THE 80S
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image credit: Shutterstock via Wired.co.uk
AND
IT’S
NOT
EVEN
PLUGGED
IN
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image credit: Telegraph.co.uk
THIS 16YO SOLD HIS PRODUCT FOR ~$30M
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easy
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But making the right product is hard
(SEE WHAT I DID THERE)
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customers need it grows the business
the right product
(beyond launch!)
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Digital landfill
MOST EFFORTS END UP HERE,
UNWANTED, UNUSED OR UN-LAUNCHED
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Digital landfill
MOST EFFORTS END UP HERE,
UNWANTED, UNUSED OR UN-LAUNCHED
:(
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1. Box-ticking
2. Self-indulgence
3. Listening too much to lawyers
4. Denial
4 reasons things go wrong:
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1. Box-ticking
IT’S A MEANS TO AN END, NOT AN END IN ITSELF
TOO MUCH DAYLIGHT BETWEEN THE TICKERS AND THE DOERS
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2. Self-indulgence
I HAVE THE ANSWER AND IT’S SHINY
LAUNCH-FOCUS AND/OR CV-FOCUS
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3. Listening too much to lawyers
QUIZ: GUESS HOW MANY PASSWORDS YOU NEED TO
USE ONE WALLET APP THAT WE CAME ACROSS?
(POLITELY
CENSORED)
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3. Listening too much to lawyers
QUIZ: GUESS HOW MANY PASSWORDS YOU NEED TO
USE ONE WALLET APP THAT WE CAME ACROSS?
(POLITELY
CENSORED)
7
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QUIZ: GUESS HOW MANY PASSWORDS YOU NEED TO
USE ONE WALLET APP THAT WE CAME ACROSS?
3. Listening too much to lawyers
7THAT SENTENCE WAS A BIT FACETIOUS. THE POINT IS REALLY
ABOUT TREATING UNREASONABLE BARRIERS AS ACCEPTABLE
CONSTRAINTS RATHER THAN OBSTACLES TO TACKLE.
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4. Denial
NOT ACKNOWLEDGING KNOWLEDGE GAPS;
BEING AFRAID TO TURN BACK
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These aren’t small problems
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THIS LED MxM TO BUILD A COMPANY FROM SCRATCH:
• A COMMITMENT TO MINIMISE WASTE
• VALUE THROUGH THE EYES OF THE END CUSTOMER
image credit: http://www.leanblog.org/
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LEARN MAKE TEST
A FAMILIAR TIMELINE WITH A GREAT RISK:
FINDING OUT THE TRUTH VERY LATE ON
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LEARN MAKE TEST
SHORT CYCLES MEAN LESS TIME NOT KNOWING
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The vision is the first thing to change
Ego is replaced with evidence
Progress not based on deliverables
Scary implications
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Product in people’s hands within days
Waste is dramatically reduced
Desirability is guaranteed
But some brilliant ones too
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image credit: Telegraph.co.uk
ACTUALLY, THIS EARLY
SLIDE WAS MISLEADING...YOU CAN’T
‘OUTSOURCE’ SUCCESS
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image credit: Telegraph.co.uk
YOU CAN’T
‘OUTSOURCE’ SUCCESS
OPERATIONAL
INTEGRATION HAS TO
BE BAKED IN...
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ITV NEWS REDESIGN:
WE DIDN’T JUST PROTOTYPE
THE CONSUMER-FACING
PRODUCT...
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WE PROTOTYPED THE
WORKFLOW WITH
JOURNALISTS
AND REDESIGNED THEIR
TOOLS AS A RESULT
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SO, AT THIS POINT I WENT INTO A BIT OF A RANT,
USING LOFTY PHRASES LIKE ‘OPERATIONAL
FEASIBILITY’.
INNOVATING IN A ‘SAFE ZONE’ DOESN’T MEAN
YOU CAN OR SHOULD DELAY INTEGRATION
CONVERSATIONS UNTIL LATER.
SOLUTIONS ARE SYSTEMS, SO LET’S WORK IT
THROUGH AS A SYSTEM, TACKLING
OPERATIONAL COMPONENTS LIKE ANY OTHER.
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SOMETIMES WE DO THIS WELL.
BUT IT’S NOT EASY.
WE CAN DO BETTER.
THIS SLIDE IS TURNING INTO THERAPY.
I JUST WANT TO FIND MEANING IN LIFE!!
NEXT SLIDE, NEXT SLIDE..
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25k/day to 160k/dayVisitors +518%
Regularly scoops the BBC & Sky
IT WORKS! SO
IT’S WORTH
FIGHTING FOR
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1. Loads of barriers to making the right product
2. Requires a fundamental shift to work ‘Lean’
3. Small, independent teams can do this more easily
4. Bake operational integration into the process
WRAP UP SLIDE!MANDATORY
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madebymany.com
“Life’s too short to build things nobody wants”- Ash Maurya, author of Running Lean