lean insights big impact

© 2015 Scansion Inc. © 2015 Scansion Inc.

Lean Insights, Big Impact

© 2015 Scansion Inc.

The world according to the latest generation, Gen Z.


Hong Kong has always been part of China. 9/11 has always been in the textbooks.

Napster has always been legal. Y2K is a meaningless term.

Netflix has always existed. The weird sounds from dial-up? What?


The world is changing faster today than at any time in history.


Changes are getting STEEPer.

Societal Technological Economical Environmental Political


Societal

By the year 2050, for the first time in history, seniors over 60 will outnumber children under 15.


The global population is expected to increase by 38%, from 7 billion in 2010 to nearly 10 billion in 2050.


Technological

Organovo has made its 3D printed liver tissue commercially available.


We just landed a space probe on a comet 500 million kilometers from earth.


Economic

By 2020, emerging Asia will become the world’s largest consuming block, overtaking North America.


Years it took to double the GDP per capita.

150

UK

50

USA

15

China

15

India


Environmental

Rising sea temperatures are causing more severe storms around the globe.


SMOG is blamed for 200,000 premature deaths every year.


Political

New terrorist organizations are popping up around the world, wreaking havoc on society.


Spreading unrest in Mexico around the government could stifle economic growth.


The speed of change is unprecedented, making it very hard for businesses to grow.


How long after the phonograph was introduced did it see competition?


33 years


How long after the first CD player was introduced did it see competition?

C


Just 3 years


In a study of 46 major product innovations over the last century, the average time-span between introduction and follow-on declined from 33 years to 3.4. Rajshree Agarwal and Michael Gort


Average number of years S&P 500 companies survived on the index.

1958

61 1980 2011

18 25


2.5 exabytes of data was generated every day in 2012.

IBM

1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0


We’re living in an increasingly VUCA world.


Volatility Uncertainty Complexity Ambiguity


The world is littered by dead companies. Companies that didn’t adapt.


Kodak neglected to listen to consumers’ desire for digital cameras, and is only a shell of its former self now.


Blackberry lost nearly US $2 billion in the second quarter of 2013.


Blockbuster went from 9000+ stores in its prime to only a handful today.


With so much change, how are companies to survive, let alone thrive?


Strategy born from customer experience is more likely to lead to sustained success.


Companies that foster meaningful relationships with customers outperform the stock market by 120%. From Havas Media Study


There are 3 different types of experiences.


Meaningful

Emotional

Functional $

$$$


Companies that create meaning in people’s lives enjoy more loyalty, higher margins, and ultimately bigger profits.


So how do you figure out what experiences people will want?


This takes deep insight into what people desire.


But in a rapidly changing world, getting to insights quickly is what’s important.


So how do we do that?


We can borrow a page from the Lean Startup playbook.


Traditional vs. Lean Implementation-driven

Product management

Specify before building

Failure is exception

Operates on complete data

Hypothesis-driven

Customer development

Build iteratively

Failure is expected

Operates on good-enough

From Steven Blank


Plan > Research > Analyze > Prototype > Test

Plan

Research

Analyze Prototype

Test

1 year

1 month

Plan

Research

Analyze Prototype

Test

1 month


Lean insights is the ability to quickly figure out what customers want, building on learnings through an iterative process.


6 Principles of Lean Insights

1 Spend time with your customers.


The Axe team went to parties with their target customers to identify needs of young guys.


Warby-Parker’s first showroom was the founder’s living room.


2 Utilize friends and family.



Dove discovers unmet needs from an employee’s wife, creates a line of new hair care products.


Samsung gets quick input on a new oven range interface by talking with friends and family.


3 Go deeper by asking multiple “why’s”.



Target intercepts and interviews teens as they shop for back-to-school supplies – insight leads to US $8B market.


Saturn redefines the car-buying experience from experiencing non-automobile retail.


4 Prototype quickly and often.



Intuit posts wireframes on the wall for employees to tag, the top 3 of which go on to be developed and tested.


Kimberly Clark uses the shopping channel QVC to find the right marketing message.


5 Embrace extreme users.



Swingline Staples refines a product line by using airline desk agents as testers.


Jell-O hosted game nights where women shared intimate thoughts about dieting and relationships.


6 Don’t wait for approval, go!



An HP designer goes rogue to work with engineering and create prototypes.


1 Spend time with your customers.

Utilize friends and family.

Go deeper by asking multiple “why’s”.

Prototype quickly and often.

Embrace the outliers.

Don’t wait for approval, go!

2 3 4 5 6



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