agile, lean startup and market-driven. how to understand customers' needs for products that...
DESCRIPTION
We have built and shipped our product. On time, on budget. We are agile and lean. We have tweaked functionalities and fixed bugs. Everything works as intended. However, the conclusion we have to draw is always the same…Our intended customers don’t like our product. They simply won’t buy it. " Using Eric Ries’ words, "we have well executed a plan to achieve failure." Why? Because we did not know what our customers wanted. Or, worse, what they actually needed. We did not know who our customers were precisely supposed to be. This talk is aimed to inspire product organizations - Agile/Lean or otherwise organized teams - to connect to the business. In other words, market-driven. I feel that despite the fantastic growth of Agile, there is often still a gap between successfully building software and sustainable commercial success in the market. It's beyond the "MVP". Pragmatic methodologies and real examples will be used.TRANSCRIPT
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MARKET
Product/Service
What we have
Sales
Mktg Comm.
Idee, “ho sognato che…”.
Intuizioni.
Assunzioni. Nuova Tecnologia.
Experti di mercato
Creativita’
Desiderio
Competenza distintiva
NOI
MARKET
Sales
Mktg Comm.
Product/Service
What we have
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Ne danno il triste anuncio lo Zio Google
(“marketing is dead”), parenti ed amici
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MARKET It is what it is
Listen,
Research
Buyer
Personas
profiling
Business
Case &
Diamond
Reqs
Specs
Design
Build
Validate
Mktg
Comm
Sales
Channels
GTM
Position
Launch
Delivery
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I want my product out the door on time and at the right cost, maintaining quality standards.
I want my team to be able to build products on time and in a predictable and cost effective way. Accuracy of my product record is everything. And I need my team to be able to be productive with no artificial barriers.
Brad, Responsabile delle Operazioni (VP Of Operations).
“Sono costantemente sotto pressione affinche’ il prodotto venga
consegnato ai clienti nei tempi stabiliti e con la qualita’ stabilita”. Non
dormo bene di notte perche’ so che che il minimo errore potrebbe
costarmi la carriera nel caso di un recall.
Brad deve essere certo che tutti I dati del prodotto, dalle specifiche funzionali alla lista di fornitori
certificati siano sempre aggiornati
L’informazione creata a manuntenuta dai tecnici ed ingegneri che usano svariati sistemi CAD e di
data management sono la base di molte delle decisioni che prendiamo ogni giorno, tecniche e
non.
Se queste non sono accurate o sono particolarmente prone ad errore umano, certamente non
dormo sogni tranquilli.
L’ultima cosa che voglio vedere succedere e’ che il prodotto venga ritirato dal mercato causando il
fallimento dell’azienda e la cassa integrazione per I dipendenti.
Ma se non faccio qualcosa, questo rischio rimane. Io voglio liberarmene una volta per tutte
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This new product will get in my way!
I don’t want and need to use it.
I am an engineer and want to be an
engineer!
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MARKET It is what it is
Listen,
Research
Buyer
Personas
profiling
Business
Case &
Diamond
Reqs
Specs
Design
Build
Validate
Mktg
Comm
Sales
Channels
GTM
Position
Launch
Delivery
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