how to find & prioritize the best growth ideas by josephine foucher, pm - optimization, hotwire
TRANSCRIPT
Agenda • Build the culture
• Find the best ideas
• Set up the process
2
Buildtheculture
“Thedefini*onofinsanityisdoingthesamethingoverandoveragain,butexpec*ngdifferentresults”
-AlbertEinstein
5
Createyournetworkofpromoters
Findyourchampions Engagedifferentteams
Product
EngineeringDesign
It takes a village to build a growth culture
Makepeoplevote
andprovethemwrong!
6
Socializeresults
Make sure your results don’t get buried
Buildarepositoryofexamples• BiggestWINNERS
• BiggestLOSERS
Control Variant1
WinnerLoser
Variant2
Celebrateinsightsnotjustwinners
Give permission to fail to allow great discoveries
Findthebestideas
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Startwithyourstrategy
Companystrategy
Businessgoals
Growthprogramgoals
TestHypothesis
Define your strategy to know where you want to go
then use tes%ng to get there
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Understandwhereyoustand
Analy-cs
Bounce/funnelanalysisErroranalysis
Topcustomerbehavior
Voiceofthecustomer
FeedbackSurvey
UsertesRng
Benchmarking
IndustrystandardsInnovaRons
Customertrends
You are not solving a generic problem, know yourself
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Educate Becrea-veEmpowerpeople
Engagethewholecompany
Different teams have different lenses, get them involved
Setuptheprocess
• Highlightwhatyouareproposing• Outlineyoursuccessmetrics• Stateyourreasoning
Frameyourini-a-vesasHypotheses
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Bad Example:
“If we structure the details page in a more diges6ble way then we can increase GPPQ because customer will find relevant info more easily
Good Example: “Let’s test a different book buCon colour.”
IF…THEN…BECAUSE…
Priori-zehypothesisforROI
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High
Low
High Low
Value
Effort
ValidateHypothesis
Doit!
Forgetit Ifyouhavetheresources
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BuildKnowledge
LoserorInconclusive
• Strategicvalue?• BadexecuRon?
Iterate
Moveon
Winner Amplify
No
Yes
Use past results to inform next steps
Promote
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Insummary:Culture,Ideas,Process
Process• Usehypotheses• PrioriRze• Buildknowledge
1 2 3
Culture• Findyourpromoters• Socializeresults• Celebrateinsights
Ideas• Defineyourstrategy• Knowyourself• Getpeopleengaged
Your turn!
