ProductCamp Austin - Looking for Innovation In All the Wrong Places

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Designing Products and Services Customers Want To Buy Why is the batting average for product development approximately 20%? Why should you re-look at the traditional voice of the customer approach? If the traditional approach worked, then why do you have such a low batting average? If we had an accurate method of defining product requirements, then why do we call the product definition phase, the fuzzy front end? The primary reason is that companies are looking for innovation in the wrong places. This session will discuss what it takes to look for innovation in the right places and in the right way by taking a concern oriented rather than a solutions oriented approach. Customers know what job they want to get done, its importance, and their level of satisfaction with the current approaches. Approached this way developers can do what they do best. Provide innovative solutions.


1. Looking For InnovationIn All The Wrong PlacesRichard Eppel(512)
2. 3. My Background
Systems Engineer
Product Manager
Product Line Manager
Engineering Executive
General Manager
4. Agenda
Setting A Context for Innovation
Exploring the Job-Needing-Done (JND) Approach
Practice Session
Application Example
5. What Are You Up Against
3,000 Raw Ideas
100 Exploratory Projects
10 Well-Developed Projects
2 Full-Fledged Product Launches
Stevens, G A. and Burley, J.
3,000 Raw Ideas = 1 Commercial Success
1 Successful Product
6. How Can We Improve Our Odds?
By Looking For Innovation
In The Right Places
In The Right Way
7. Customers As A Source Of Innovation
What questions do you ask your customers?
What answers to you get?
Do the answers help you target innovation?
Do the questions and answers produce insight:
To make powerful offers
In your customers language
8. Typical Customer Feedback
Vague statements
Their solution
Desired outcomes tainted with their solution
9. Two Key Questions
How might we better utilize our customers knowledge to generate innovations that will accelerate our growth?
How might we formulate the questions such that the answers are actionable?
10. What Do Customers Know?
Their world
What they are attempting to accomplish
What works well
What doesnt work well
What doesnt work at all
For the Job They Need To Get Done
11. What Do You Know?
How To Provide Innovative Solutions
For The
Job They Need To Get Done
12. What Do You Need To Do Your Job?
The jobs the customer needs to get done
The outcomes they want to produce
The level of importance of the job
Their current level of satisfaction with their outcomes
In A Precise And Disciplined Fashion
13. Job Needing Done Approach
All Jobs Needing Done Start With A Verb
For Example:
Managing 14. Determining 15. Capturing 16. Cutting 17. Repairing 18. Diagnosing