ux strat usa: jim kalbach, "experience design as the new strategic advantage"

EXPERIENCE DESIGN

AS COMPETITIVE ADVANTAGE

@JimKalbach

You’ve got to start with

the customer experience

and work back toward the

technology –

not the other

way around.

1997

An industry begins with the

customer and his needs, not

with a patent, a raw material,

or a selling skill…The

industry develops backwards,

first concerning itself with

the physical delivery of

customer satisfaction….

THEODORE LEVITT, 1960 “Marketing Myopia”

$

Business is not a math problem

The business of business isn't

just about creating profits for

shareholders – it's also about

improving the state of the

world and driving stakeholder

value.

MARC BENIOFF, CEO of SalesForce (2015)

http://www.huffingtonpost.com/marc-benioff/a-call-for-stakeholder-activists_b_6599000.html

We are witnessing shift in

business thinking: from how

to create shareholder value to

how to create shared value.

MICHAEL PORTER. “Creating Shared Value.” HBR (Jan 2011)

MICHAEL PORTER

MARK KRAMER

CREATING SHARED VALUE

Philanthropy

Corporate social responsibility

Pursuing profit in a beneficial way

= New competitive advantage

Conference

BFD, Kalbach

Figure out what your product is

and what your value chain is.

Understand where those things

touch important social needs and

problems. If you’re in financial

services, let’s think about ‘saving’

or ‘buying a home’ – but in a way

that actually works for the

consumer.

MICHAEL PORTER [video interview]

RE-IMAGINE VALUE

BEYOND CUSTOMER JOURNEY

Business is not (only) a math

problem. We need to create real

human and social value, from the

outside-in not inside-out.

WHAT IS A MARKET?

Strategy Myopia

The greatest competitor [in tax

software] … was not in the industry.

It was the pencil. The pencil is a

tough and resilient substitute. Yet the

entire industry had overlooked it.

Quoted in: The Myths of Innovation, SCOTT BERKUN, 2007

SCOTT COOK

Founder ofIntuit

JOBS TO BE DONE

WHAT MARKET ARE YOU REALLY IN?

WHAT MARKET ARE YOU REALLY IN?

WHAT MARKET ARE YOU REALLY IN?

WHAT MARKET ARE YOU REALLY IN?

An industry begins with the

customer and his needs, not

with a patent, a raw material,

or a selling skill…The

industry develops backwards,

first concerning itself with

the physical delivery of

customer satisfaction….

THEODORE LEVITT, 1960 “Marketing Myopia”

… How these materials are

created is a matter of

indifference to the customer,

hence the particular form of

manufacturing, processing,

or what-have-you cannot be

considered as a vital aspect of

the industry.

THEODORE LEVITT, 1960 “Marketing Myopia”

Leverage your skills to help

overcome strategy myopia

and create shared value by

seeing markets through the

lens of experience.

Focus on experience for shared value

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3 Challenge your market definition

Help businesses shift perspective

Danke schön!

@JimKalbach

Jim.Kalbach@Gmail.com

www.experiencinginformation.com