product strategy and jobs to be done - kickoff 30th march 2017
TRANSCRIPT
VISIONSTRATEGY
80%EFFORT
V I S I O NSTRATEGY
80%IMPACT
1997 2003 2004
2016 2016 2016
LEVITT
CHRISTEN
SEN
DEMING
ULWICK
KLEM
ENT
MOESTA
Build the right thing
Build the thing right
versus
Build the right thing
Build the thing right
versus
The 9x Challenge The (very hard) problem of new product adoption
• >80 per cent of people’s time is spent in just three apps. • The top 8 mobile apps are owned by just 2 companies:
Google and Facebook. • 50% of people in the USA download zero new apps per
month.
“Innovation should demonstrate a relative advantage over other options, ideally including the technology currently used for the task. Better technologies will be adopted, plain and simple. ” - Everett Rogers
Prospect Theory
• Outcomes are judged in terms of 'gains' & 'losses.' • Gains and losses are relative • "Losses loom larger than gains." (Loss aversion)
Prospect Theory
3x
Endowment Effect
Time
• Accept resistance (Dig in for the long haul / Be 10x better)
• Minimise resistance (Map against existing options, target new segments, find niche believers)
What can product developers do?
“Think of any night you did not watch Netflix,” he said. “We compete with drinking a bottle of wine. That’s a particularly tough one.” - Reed Hastings
"When someone signs up for a product, they’re expressing a sense of hope — a hope that their life will be improved with that particular product in it." - Samuel Hulick