steve jobs's template for disrupting red ocean industries: why steve jobs did not ask customers...
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TRANSCRIPT
Disrupt The Steve Jobs’ Way
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
Red Ocean DisrupHon (R.O.D.) Storyboard for ……………………. [Product/Service] Cost-‐effec*vely Improve and Disrupt Products, Services, Business Models, and Brands
² “Make a Dent In the Universe”
Business Value ProposiHon: “Perfect, Expensive, Now” For Job-‐To-‐Get-‐Done Bu
sine
ss Story:
“Build Solu6
on”
Custom
er Story:
“Defi
ne Problem
” Learning Story:
“Learn W
hat’s Value
d”
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
Busine
ss Story:
“Build Solu6
on”
² “Make a Dent In the Universe”
Business Value ProposiHon: “Perfect, Expensive, Now” For Job-‐To-‐Get-‐Done
(Minimum Viable Product: Analog/An6log in Red Ocean)
Product Category
Red Ocean DisrupHon (R.O.D.) Storyboard for ……………………. [Product/Service] Cost-‐effec*vely Improve and Disrupt Products, Services, Business Models, and Brands
Learning Story:
“Learn W
hat’s Value
d”
Custom
er Story:
“Defi
ne Problem
”
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
Busine
ss Story:
“Build Solu6
on”
u Red Ocean DisrupHon (R.O.D.) Culture & Strategy
u Business Model Dis-‐rupHon/Resources
u Lean Startup Project ExecuHon (Cycle)
(Minimum Viable Product: Analog/An6log in Red Ocean)
Product Category ² “Make a Dent In the Universe”
Business Value ProposiHon: “Perfect, Expensive, Now” For Job-‐To-‐Get-‐Done
Red Ocean DisrupHon (R.O.D.) Storyboard for ……………………. [Product/Service] Cost-‐effec*vely Improve and Disrupt Products, Services, Business Models, and Brands
Learning Story:
“Learn W
hat’s Value
d”
Custom
er Story:
“Defi
ne Problem
”
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
Busine
ss Story:
“Build Solu6
on”
u Red Ocean DisrupHon (R.O.D.) Culture & Strategy
u Business Model Dis-‐rupHon/Resources
u Lean Startup Project ExecuHon (Cycle)
Blue Ocean
[Product]
Prototype A/B/C/… ² “Make a Dent In the Universe”
Business Value ProposiHon: “Perfect, Expensive, Now” For Job-‐To-‐Get-‐Done
(Minimum Viable Product: Analog/An6log in Red Ocean)
Product Category
Red Ocean DisrupHon (R.O.D.) Storyboard for ……………………. [Product/Service] Cost-‐effec*vely Improve and Disrupt Products, Services, Business Models, and Brands
Learning Story:
“Learn W
hat’s Value
d”
Custom
er Story:
“Defi
ne Problem
”
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
Busine
ss Story:
“Build Solu6
on”
u Red Ocean DisrupHon (R.O.D.) Culture & Strategy
u Business Model Dis-‐rupHon/Resources
u Lean Startup Project ExecuHon (Cycle)
Blue Ocean
[Product]
Customer Segment: Luxury-‐Spot “Tribe”
Customer Value ProposiHon: “Insanely Great Experience”
For Job-‐To-‐Get-‐Done
Prototype A/B/C/… ² “Make a Dent In the Universe”
Business Value ProposiHon: “Perfect, Expensive, Now” For Job-‐To-‐Get-‐Done
(Minimum Viable Product: Analog/An6log in Red Ocean)
Product Category
Red Ocean DisrupHon (R.O.D.) Storyboard for ……………………. [Product/Service] Cost-‐effec*vely Improve and Disrupt Products, Services, Business Models, and Brands
Learning Story:
“Learn W
hat’s Value
d”
Custom
er Story:
“Defi
ne Problem
”
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
Busine
ss Story:
“Build Solu6
on”
u Red Ocean DisrupHon (R.O.D.) Culture & Strategy
u Business Model Dis-‐rupHon/Resources
u Lean Startup Project ExecuHon (Cycle)
Blue Ocean
[Product]
Pain of Product
Delight of Product
Job-‐To-‐Get-‐Done (Performance Factors)
Prototype A/B/C/… ² “Make a Dent In the Universe”
Business Value ProposiHon: “Perfect, Expensive, Now” For Job-‐To-‐Get-‐Done
Customer Segment: Luxury-‐Spot “Tribe”
Customer Value ProposiHon: “Insanely Great Experience”
For Job-‐To-‐Get-‐Done
(Minimum Viable Product: Analog/An6log in Red Ocean)
Product Category
Red Ocean DisrupHon (R.O.D.) Storyboard for ……………………. [Product/Service] Cost-‐effec*vely Improve and Disrupt Products, Services, Business Models, and Brands
Learning Story:
“Learn W
hat’s Value
d”
Custom
er Story:
“Defi
ne Problem
”
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
Busine
ss Story:
“Build Solu6
on”
u Red Ocean DisrupHon (R.O.D.) Culture & Strategy
u Business Model Dis-‐rupHon/Resources
u Lean Startup Project ExecuHon (Cycle)
Blue Ocean
[Product]
Pain of Product
Delight of Product
Job-‐To-‐Get-‐Done (Performance Factors)
Prototype A/B/C/…
Least-‐Effort & Channel Strategy, TacHcs, and
Tools: Simplicity/ Elegance/
Automa*on/ Surprise
(SEAS) Diamond
² “Make a Dent In the Universe”
Business Value ProposiHon: “Perfect, Expensive, Now” For Job-‐To-‐Get-‐Done
Customer Segment: Luxury-‐Spot “Tribe”
Customer Value ProposiHon: “Insanely Great Experience”
For Job-‐To-‐Get-‐Done
(Minimum Viable Product: Analog/An6log in Red Ocean)
Product Category
Red Ocean DisrupHon (R.O.D.) Storyboard for ……………………. [Product/Service] Cost-‐effec*vely Improve and Disrupt Products, Services, Business Models, and Brands
Learning Story:
“Learn W
hat’s Value
d”
Custom
er Story:
“Defi
ne Problem
”
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
Busine
ss Story:
“Build Solu6
on”
u Red Ocean DisrupHon (R.O.D.) Culture & Strategy
u Business Model Dis-‐rupHon/Resources
u Lean Startup Project ExecuHon (Cycle)
Blue Ocean
[Product]
Pain of Product
Delight of Product
Job-‐To-‐Get-‐Done (Performance Factors)
UlHmate Happiness or Maximum Value:
Minimum (Zero) Pain &
Maximum Delight
Job-‐To-‐Get-‐Done (Success Criteria)
Prototype A/B/C/…
Least-‐Effort & Channel Strategy, TacHcs, and
Tools: Simplicity/ Elegance/
Automa*on/ Surprise
(SEAS) Diamond
² “Make a Dent In the Universe”
Business Value ProposiHon: “Perfect, Expensive, Now” For Job-‐To-‐Get-‐Done
Customer Segment: Luxury-‐Spot “Tribe”
Customer Value ProposiHon: “Insanely Great Experience”
For Job-‐To-‐Get-‐Done
(Minimum Viable Product: Analog/An6log in Red Ocean)
Product Category
Red Ocean DisrupHon (R.O.D.) Storyboard for ……………………. [Product/Service] Cost-‐effec*vely Improve and Disrupt Products, Services, Business Models, and Brands
Learning Story:
“Learn W
hat’s Value
d”
Custom
er Story:
“Defi
ne Problem
”
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
Busine
ss Story:
“Build Solu6
on”
u Red Ocean DisrupHon (R.O.D.) Culture & Strategy
u Business Model Dis-‐rupHon/Resources
u Lean Startup Project ExecuHon (Cycle)
Blue Ocean
[Product]
Pain of Product
Delight of Product
Job-‐To-‐Get-‐Done (Performance Factors)
UlHmate Happiness or Maximum Value:
Minimum (Zero) Pain &
Maximum Delight
Job-‐To-‐Get-‐Done (Success Criteria)
Maximum Learning In No Time
& At Minimum Cost
Prototype A/B/C/…
Least-‐Effort & Channel Strategy, TacHcs, and
Tools: Simplicity/ Elegance/
Automa*on/ Surprise
(SEAS) Diamond
² “Make a Dent In the Universe”
Business Value ProposiHon: “Perfect, Expensive, Now” For Job-‐To-‐Get-‐Done
Customer Segment: Luxury-‐Spot “Tribe”
Customer Value ProposiHon: “Insanely Great Experience”
For Job-‐To-‐Get-‐Done
(Minimum Viable Product: Analog/An6log in Red Ocean)
Product Category
Red Ocean DisrupHon (R.O.D.) Storyboard for ……………………. [Product/Service] Cost-‐effec*vely Improve and Disrupt Products, Services, Business Models, and Brands
Learning Story:
“Learn W
hat’s Value
d”
Custom
er Story:
“Defi
ne Problem
”
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
Busine
ss Story:
“Build Solu6
on”
u Red Ocean DisrupHon (R.O.D.) Culture & Strategy
u Business Model Dis-‐rupHon/Resources
u Lean Startup Project ExecuHon (Cycle)
Blue Ocean
[Product]
Pain of Product
Delight of Product
Job-‐To-‐Get-‐Done (Performance Factors)
UlHmate Happiness or Maximum Value:
Minimum (Zero) Pain &
Maximum Delight
Job-‐To-‐Get-‐Done (Success Criteria)
Maximum Learning In No Time
& At Minimum Cost
There’s a BUMP (Big Urgent Market Problem) in X-‐Industry, that is, a popular product category that “sucks”
Prototype A/B/C/…
Least-‐Effort & Channel Strategy, TacHcs, and
Tools: Simplicity/ Elegance/
Automa*on/ Surprise
(SEAS) Diamond
² “Make a Dent In the Universe”
Business Value ProposiHon: “Perfect, Expensive, Now” For Job-‐To-‐Get-‐Done
Customer Segment: Luxury-‐Spot “Tribe”
Customer Value ProposiHon: “Insanely Great Experience”
For Job-‐To-‐Get-‐Done
(Minimum Viable Product: Analog/An6log in Red Ocean)
Product Category
Red Ocean DisrupHon (R.O.D.) Storyboard for ……………………. [Product/Service] Cost-‐effec*vely Improve and Disrupt Products, Services, Business Models, and Brands
Learning Story:
“Learn W
hat’s Value
d”
Custom
er Story:
“Defi
ne Problem
”
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
Busine
ss Story:
“Build Solu6
on”
u Red Ocean DisrupHon (R.O.D.) Culture & Strategy
u Business Model Dis-‐rupHon/Resources
u Lean Startup Project ExecuHon (Cycle)
Blue Ocean
[Product]
Pain of Product
Delight of Product
Job-‐To-‐Get-‐Done (Performance Factors)
UlHmate Happiness or Maximum Value:
Minimum (Zero) Pain &
Maximum Delight
Job-‐To-‐Get-‐Done (Success Criteria)
Maximum Learning In No Time
& At Minimum Cost
There’s a BUMP (Big Urgent Market Problem) in X-‐Industry, that is, a popular product category that “sucks”
E: Eliminate …………………… ………………………………………. ………………………………………. R: Reduce ………………..…… ……………………………………… I: Increase ……………….…… ……………………………………… C: Create …………………….… ………………………………………
Prototype A/B/C/…
Least-‐Effort & Channel Strategy, TacHcs, and
Tools: Simplicity/ Elegance/
Automa*on/ Surprise
(SEAS) Diamond
² “Make a Dent In the Universe”
Business Value ProposiHon: “Perfect, Expensive, Now” For Job-‐To-‐Get-‐Done
Customer Segment: Luxury-‐Spot “Tribe”
Customer Value ProposiHon: “Insanely Great Experience”
For Job-‐To-‐Get-‐Done
(Minimum Viable Product: Analog/An6log in Red Ocean)
Product Category
Red Ocean DisrupHon (R.O.D.) Storyboard for ……………………. [Product/Service] Cost-‐effec*vely Improve and Disrupt Products, Services, Business Models, and Brands
Learning Story:
“Learn W
hat’s Value
d”
Custom
er Story:
“Defi
ne Problem
”
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
Busine
ss Story:
“Build Solu6
on”
u Red Ocean DisrupHon (R.O.D.) Culture & Strategy
u Business Model Dis-‐rupHon/Resources
u Lean Startup Project ExecuHon (Cycle)
Blue Ocean
[Product]
Pain of Product
Delight of Product
Job-‐To-‐Get-‐Done (Performance Factors)
UlHmate Happiness or Maximum Value:
Minimum (Zero) Pain &
Maximum Delight
Job-‐To-‐Get-‐Done (Success Criteria)
Maximum Learning In No Time
& At Minimum Cost
There’s a BUMP (Big Urgent Market Problem) in X-‐Industry, that is, a popular product category that “sucks”
E: Eliminate …………………… ………………………………………. ………………………………………. R: Reduce ………………..…… ……………………………………… I: Increase ……………….…… ……………………………………… C: Create …………………….… ………………………………………
DisrupHve (“Blue Ocean”) Brand/Ads,
Business Model, and
Environment (Ecosystem): q High Profit Margin q Luxury-‐Spot “Tribe”
q Profit Model
Prototype A/B/C/…
Least-‐Effort & Channel Strategy, TacHcs, and
Tools: Simplicity/ Elegance/
Automa*on/ Surprise
(SEAS) Diamond
² “Make a Dent In the Universe”
Business Value ProposiHon: “Perfect, Expensive, Now” For Job-‐To-‐Get-‐Done
Customer Segment: Luxury-‐Spot “Tribe”
Customer Value ProposiHon: “Insanely Great Experience”
For Job-‐To-‐Get-‐Done
(Minimum Viable Product: Analog/An6log in Red Ocean)
Product Category
Red Ocean DisrupHon (R.O.D.) Storyboard for ……………………. [Product/Service] Cost-‐effec*vely Improve and Disrupt Products, Services, Business Models, and Brands
Learning Story:
“Learn W
hat’s Value
d”
Custom
er Story:
“Defi
ne Problem
”
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
Busine
ss Story:
“Build Solu6
on”
u Red Ocean DisrupHon (R.O.D.) Culture & Strategy
u Business Model Dis-‐rupHon/Resources
u Lean Startup Project ExecuHon (Cycle)
Blue Ocean
[Product]
Pain of Product
Delight of Product
Job-‐To-‐Get-‐Done (Performance Factors)
UlHmate Happiness or Maximum Value:
Minimum (Zero) Pain &
Maximum Delight
Job-‐To-‐Get-‐Done (Success Criteria)
Maximum Learning In No Time
& At Minimum Cost
There’s a BUMP (Big Urgent Market Problem) in X-‐Industry, that is, a popular product category that “sucks”
E: Eliminate …………………… ………………………………………. ………………………………………. R: Reduce ………………..…… ……………………………………… I: Increase ……………….…… ……………………………………… C: Create …………………….… ………………………………………
DisrupHve (“Blue Ocean”) Brand/Ads,
Business Model, and
Environment (Ecosystem): q High Profit Margin q Luxury-‐Spot “Tribe”
q Profit Model
Prototype A/B/C/…
Least-‐Effort & Channel Strategy, TacHcs, and
Tools: Simplicity/ Elegance/
Automa*on/ Surprise
(SEAS) Diamond
Value Crea*o
n Va
lue De
livery
Value (Profit) Sha
ring
² “Make a Dent In the Universe”
Business Value ProposiHon: “Perfect, Expensive, Now” For Job-‐To-‐Get-‐Done
Customer Segment: Luxury-‐Spot “Tribe”
Customer Value ProposiHon: “Insanely Great Experience”
For Job-‐To-‐Get-‐Done
(Minimum Viable Product: Analog/An6log in Red Ocean)
Product Category
Red Ocean DisrupHon (R.O.D.) Storyboard for ……………………. [Product/Service] Cost-‐effec*vely Improve and Disrupt Products, Services, Business Models, and Brands
B U S I N E S S M
O D E L S T O R Y
Learning Story:
“Learn W
hat’s Value
d”
Custom
er Story:
“Defi
ne Problem
”
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
Busine
ss Story:
“Build Solu6
on”
Value Crea*o
n Va
lue De
livery
Value (Profit) Sha
ring
q Employee
q Process
q Product/Service
q Learning
q Cost
q Revenue
q Profit
q Employee
q Process
q Product/Service
q Learning
q Cost
q Revenue
q Profit
Red Ocean DisrupHon (R.O.D.) Storyboard for ……………………. [Product/Service] Key Performance Indicators (Metrics) for Business Model Disrup<on
E: Engagement
A: Acquisi6on
A: Ac6va6on
R: Reten6on
R: Referral
E: Engagement
A: Acquisi6on
A: Ac6va6on
R: Reten6on
R: Referral
B U S I N E S S M
O D E L S T O R Y
Learning Story:
“Learn W
hat’s Value
d”
Custom
er Story:
“Defi
ne Problem
”
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
Busine
ss Story:
“Build Solu6
on”
Value Crea*o
n Va
lue De
livery
Value (Profit) Sha
ring
q Business Factor 1 q Business Factor 2 q Business Factor 3 q Business Factor …
q Learning Factor 1 q Learning Factor 2 q Learning Factor 3 q Learning Factor …
q Financial Factor 1 q Financial Factor 2 q Financial Factor 3 q Financial Factor …
Red Ocean DisrupHon (R.O.D.) Storyboard Decision-‐making (Value) Factors for Job-‐To-‐Get-‐Done in Business Model Disrup<on
q Customer Factor 1 q Customer Factor 2 q Customer Factor 3 q Customer Factor …
B U S I N E S S M
O D E L S T O R Y
Learning Story:
“Learn W
hat’s Value
d”
Custom
er Story:
“Defi
ne Problem
”
3 Types of Venture Capitalist (VC) QuesHons for the R.O.D. Storyboard
Cost-‐effec*vely Improve and Disrupt Products, Services, Business Models, and Brands
BUSINESS STORY QUESTION How is the business’s vision being translated into reality?
CUSTOMER STORY QUESTION Is there a validated BUMP (Big Urgent Market Problem) for the Job-‐To-‐Get-‐Done? LEARNING STORY QUESTION How are is the business profitably solving the BUMP (Big Urgent Market Problem)? What is the business learning as it translates the business’s vision into reality?
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
Red Ocean DisrupHon (R.O.D.) Storyboard for Apple’s iPod (2001) Cost-‐effec*vely Improve and Disrupt Products, Services, Business Models, and Brands
Seamless Music Experience (Everywhere)
Busine
ss Story:
“Build Solu6
on”
Business Value ProposiHon: “Perfect, Expensive, Now”
Learning Story:
“Learn W
hat’s Value
d”
Custom
er Story:
“Defi
ne Problem
”
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
Red Ocean DisrupHon (R.O.D.) Storyboard for Apple’s iPod (2001) Cost-‐effec*vely Improve and Disrupt Products, Services, Business Models, and Brands
Seamless Music Experience (Everywhere)
Busine
ss Story:
“Build Solu6
on”
(Minimum Viable Product: Analog/An6log in Red Ocean)
Digital Music Players Business Value ProposiHon: “Perfect, Expensive, Now”
Learning Story:
“Learn W
hat’s Value
d”
Custom
er Story:
“Defi
ne Problem
”
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
Red Ocean DisrupHon (R.O.D.) Storyboard for Apple’s iPod (2001) Cost-‐effec*vely Improve and Disrupt Products, Services, Business Models, and Brands
Seamless Music Experience (Everywhere)
Busine
ss Story:
“Build Solu6
on”
(Minimum Viable Product: Analog/An6log in Red Ocean)
Digital Music Players Business Value ProposiHon: “Perfect, Expensive, Now”
u Red Ocean DisrupHon (R.O.D.) Culture & Strategy
u Business Model Dis-‐rupHon/Resources
u Lean Startup Project ExecuHon (Cycle)
Learning Story:
“Learn W
hat’s Value
d”
Custom
er Story:
“Defi
ne Problem
”
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
Red Ocean DisrupHon (R.O.D.) Storyboard for Apple’s iPod (2001) Cost-‐effec*vely Improve and Disrupt Products, Services, Business Models, and Brands
Seamless Music Experience (Everywhere)
Busine
ss Story:
“Build Solu6
on”
(Minimum Viable Product: Analog/An6log in Red Ocean)
Digital Music Players
Prototype A/B/C/…
Business Value ProposiHon: “Perfect, Expensive, Now”
u Red Ocean DisrupHon (R.O.D.) Culture & Strategy
u Business Model Dis-‐rupHon/Resources
u Lean Startup Project ExecuHon (Cycle)
Learning Story:
“Learn W
hat’s Value
d”
Custom
er Story:
“Defi
ne Problem
”
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
Red Ocean DisrupHon (R.O.D.) Storyboard for Apple’s iPod (2001) Cost-‐effec*vely Improve and Disrupt Products, Services, Business Models, and Brands
Seamless Music Experience (Everywhere)
Busine
ss Story:
“Build Solu6
on”
Customer Segment: Luxury-‐Spot “Tribe”
(Minimum Viable Product: Analog/An6log in Red Ocean)
Digital Music Players
Prototype A/B/C/…
Business Value ProposiHon: “Perfect, Expensive, Now”
Customer Value ProposiHon: “A Thousand Songs in
Your Pocket”
u Red Ocean DisrupHon (R.O.D.) Culture & Strategy
u Business Model Dis-‐rupHon/Resources
u Lean Startup Project ExecuHon (Cycle)
Learning Story:
“Learn W
hat’s Value
d”
Custom
er Story:
“Defi
ne Problem
”
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
Red Ocean DisrupHon (R.O.D.) Storyboard for Apple’s iPod (2001) Cost-‐effec*vely Improve and Disrupt Products, Services, Business Models, and Brands
Seamless Music Experience (Everywhere)
Busine
ss Story:
“Build Solu6
on”
Limited Song Storage
Limited BaDery Life
“Ugly” Design; Bulky
Skipped Songs
Portable Music
(Minimum Viable Product: Analog/An6log in Red Ocean)
Digital Music Players
Prototype A/B/C/…
Business Value ProposiHon: “Perfect, Expensive, Now”
Customer Value ProposiHon: “A Thousand Songs in
Your Pocket”
Customer Segment: Luxury-‐Spot “Tribe”
u Red Ocean DisrupHon (R.O.D.) Culture & Strategy
u Business Model Dis-‐rupHon/Resources
u Lean Startup Project ExecuHon (Cycle)
Learning Story:
“Learn W
hat’s Value
d”
Custom
er Story:
“Defi
ne Problem
”
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
Red Ocean DisrupHon (R.O.D.) Storyboard for Apple’s iPod (2001) Cost-‐effec*vely Improve and Disrupt Products, Services, Business Models, and Brands
Seamless Music Experience (Everywhere)
Busine
ss Story:
“Build Solu6
on”
Limited Song Storage
Limited BaDery Life
“Ugly” Design; Bulky
Skipped Songs
Portable Music
Least-‐Effort & Channel Strategy, TacHcs, and
Tools: Simplicity/ Elegance/
Automa*on/ Surprise
(SEAS) Diamond
(Minimum Viable Product: Analog/An6log in Red Ocean)
Digital Music Players
Prototype A/B/C/…
Business Value ProposiHon: “Perfect, Expensive, Now”
Customer Value ProposiHon: “A Thousand Songs in
Your Pocket”
Customer Segment: Luxury-‐Spot “Tribe”
u Red Ocean DisrupHon (R.O.D.) Culture & Strategy
u Business Model Dis-‐rupHon/Resources
u Lean Startup Project ExecuHon (Cycle)
Learning Story:
“Learn W
hat’s Value
d”
Custom
er Story:
“Defi
ne Problem
”
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
Red Ocean DisrupHon (R.O.D.) Storyboard for Apple’s iPod (2001) Cost-‐effec*vely Improve and Disrupt Products, Services, Business Models, and Brands
Seamless Music Experience (Everywhere)
Busine
ss Story:
“Build Solu6
on”
Limited Song Storage
Limited BaDery Life
“Ugly” Design; Bulky
Skipped Songs
Portable Music
UlHmate Happiness or Maximum Value:
Minimum (Zero) Pain &
Maximum Delight
Job-‐To-‐Get-‐Done (Success Criteria)
(Minimum Viable Product: Analog/An6log in Red Ocean)
Digital Music Players
Least-‐Effort & Channel Strategy, TacHcs, and
Tools: Simplicity/ Elegance/
Automa*on/ Surprise
(SEAS) Diamond
Prototype A/B/C/…
Business Value ProposiHon: “Perfect, Expensive, Now”
Customer Value ProposiHon: “A Thousand Songs in
Your Pocket”
Customer Segment: Luxury-‐Spot “Tribe”
u Red Ocean DisrupHon (R.O.D.) Culture & Strategy
u Business Model Dis-‐rupHon/Resources
u Lean Startup Project ExecuHon (Cycle)
Learning Story:
“Learn W
hat’s Value
d”
Custom
er Story:
“Defi
ne Problem
”
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
Red Ocean DisrupHon (R.O.D.) Storyboard for Apple’s iPod (2001) Cost-‐effec*vely Improve and Disrupt Products, Services, Business Models, and Brands
Seamless Music Experience (Everywhere)
Busine
ss Story:
“Build Solu6
on”
Limited Song Storage
Limited BaDery Life
“Ugly” Design; Bulky
Skipped Songs
Portable Music
UlHmate Happiness or Maximum Value:
Minimum (Zero) Pain &
Maximum Delight
Job-‐To-‐Get-‐Done (Success Criteria)
Maximum Learning In No Time
& At Minimum Cost
(Minimum Viable Product: Analog/An6log in Red Ocean)
Digital Music Players
Least-‐Effort & Channel Strategy, TacHcs, and
Tools: Simplicity/ Elegance/
Automa*on/ Surprise
(SEAS) Diamond
Prototype A/B/C/…
Business Value ProposiHon: “Perfect, Expensive, Now”
Customer Value ProposiHon: “A Thousand Songs in
Your Pocket”
Customer Segment: Luxury-‐Spot “Tribe”
u Red Ocean DisrupHon (R.O.D.) Culture & Strategy
u Business Model Dis-‐rupHon/Resources
u Lean Startup Project ExecuHon (Cycle)
Learning Story:
“Learn W
hat’s Value
d”
Custom
er Story:
“Defi
ne Problem
”
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
Red Ocean DisrupHon (R.O.D.) Storyboard for Apple’s iPod (2001) Cost-‐effec*vely Improve and Disrupt Products, Services, Business Models, and Brands
Seamless Music Experience (Everywhere)
Busine
ss Story:
“Build Solu6
on”
Limited Song Storage
Limited BaDery Life
“Ugly” Design; Bulky
Skipped Songs
Portable Music
UlHmate Happiness or Maximum Value:
Minimum (Zero) Pain &
Maximum Delight
Job-‐To-‐Get-‐Done (Success Criteria)
Maximum Learning In No Time
& At Minimum Cost
There’s a BUMP (Big Urgent Market Problem) in the Music Industry
(Minimum Viable Product: Analog/An6log in Red Ocean)
Digital Music Players
Least-‐Effort & Channel Strategy, TacHcs, and
Tools: Simplicity/ Elegance/
Automa*on/ Surprise
(SEAS) Diamond
Prototype A/B/C/…
Business Value ProposiHon: “Perfect, Expensive, Now”
Customer Value ProposiHon: “A Thousand Songs in
Your Pocket”
Customer Segment: Luxury-‐Spot “Tribe”
u Red Ocean DisrupHon (R.O.D.) Culture & Strategy
u Business Model Dis-‐rupHon/Resources
u Lean Startup Project ExecuHon (Cycle)
Learning Story:
“Learn W
hat’s Value
d”
Custom
er Story:
“Defi
ne Problem
”
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
Red Ocean DisrupHon (R.O.D.) Storyboard for Apple’s iPod (2001) Cost-‐effec*vely Improve and Disrupt Products, Services, Business Models, and Brands
Seamless Music Experience (Everywhere)
Busine
ss Story:
“Build Solu6
on”
Limited Song Storage
Limited BaDery Life
“Ugly” Design; Bulky
Skipped Songs
Portable Music
UlHmate Happiness or Maximum Value:
Minimum (Zero) Pain &
Maximum Delight
Job-‐To-‐Get-‐Done (Success Criteria)
Maximum Learning In No Time
& At Minimum Cost
There’s a BUMP (Big Urgent Market Problem) in the Music Industry
E: Eliminate Control BuTons; Gray/Black Color;
On-‐off Switch R: Reduce Size/Weight; Thickness; Complexity I: Increase Price; Song Storage; BaTery Life C: Create LCD Screen; Wheel; Fast Download
(Minimum Viable Product: Analog/An6log in Red Ocean)
Digital Music Players
Least-‐Effort & Channel Strategy, TacHcs, and
Tools: Simplicity/ Elegance/
Automa*on/ Surprise
(SEAS) Diamond
Prototype A/B/C/…
Business Value ProposiHon: “Perfect, Expensive, Now”
Customer Value ProposiHon: “A Thousand Songs in
Your Pocket”
Customer Segment: Luxury-‐Spot “Tribe”
u Red Ocean DisrupHon (R.O.D.) Culture & Strategy
u Business Model Dis-‐rupHon/Resources
u Lean Startup Project ExecuHon (Cycle)
Learning Story:
“Learn W
hat’s Value
d”
Custom
er Story:
“Defi
ne Problem
”
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
Red Ocean DisrupHon (R.O.D.) Storyboard for Apple’s iPod (2001) Cost-‐effec*vely Improve and Disrupt Products, Services, Business Models, and Brands
Seamless Music Experience (Everywhere)
Limited Song Storage
Limited BaDery Life
“Ugly” Design; Bulky
Skipped Songs
Portable Music
E: Eliminate Control BuTons; Gray/Black Color;
On-‐off Switch R: Reduce Size/Weight; Thickness; Complexity I: Increase Price; Song Storage; BaTery Life C: Create LCD Screen; Wheel; Fast Download
There’s a BUMP (Big Urgent Market Problem) in the Music Industry
Maximum Learning In No Time
& At Minimum Cost
UlHmate Happiness or Maximum Value:
Minimum (Zero) Pain &
Maximum Delight
Job-‐To-‐Get-‐Done (Success Criteria)
DisrupHve (“Blue Ocean”) Brand/Ads,
Business Model, and
Environment (Ecosystem): q High Profit Margin q Luxury-‐Spot “Tribe”
q Profit Model: Asset Sale
Busine
ss Story:
“Build Solu6
on”
(Minimum Viable Product: Analog/An6log in Red Ocean)
Digital Music Players
Least-‐Effort & Channel Strategy, TacHcs, and
Tools: Simplicity/ Elegance/
Automa*on/ Surprise
(SEAS) Diamond
Prototype A/B/C/…
Business Value ProposiHon: “Perfect, Expensive, Now”
Customer Value ProposiHon: “A Thousand Songs in
Your Pocket”
Customer Segment: Luxury-‐Spot “Tribe”
u Red Ocean DisrupHon (R.O.D.) Culture & Strategy
u Business Model Dis-‐rupHon/Resources
u Lean Startup Project ExecuHon (Cycle)
Learning Story:
“Learn W
hat’s Value
d”
Custom
er Story:
“Defi
ne Problem
”
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
Red Ocean DisrupHon (R.O.D.) Storyboard for Apple’s iPod (2001) Cost-‐effec*vely Improve and Disrupt Products, Services, Business Models, and Brands
Business Value ProposiHon: “Perfect, Expensive, Now”
Seamless Music Experience (Everywhere)
Limited Song Storage
Limited BaDery Life
“Ugly” Design; Bulky
Skipped Songs
Portable Music
E: Eliminate Control BuTons; Gray/Black Color;
On-‐off Switch R: Reduce Size/Weight; Thickness; Complexity I: Increase Price; Song Storage; BaTery Life C: Create LCD Screen; Wheel; Fast Download
There’s a BUMP (Big Urgent Market Problem) in the Music Industry
Maximum Learning In No Time
& At Minimum Cost
UlHmate Happiness or Maximum Value:
Minimum (Zero) Pain &
Maximum Delight
Job-‐To-‐Get-‐Done (Success Criteria)
DisrupHve (“Blue Ocean”) Brand/Ads,
Business Model, and
Environment (Ecosystem): q High Profit Margin q Luxury-‐Spot “Tribe”
q Profit Model: Asset Sale
Customer Value ProposiHon: “A Thousand Songs in
Your Pocket”
Busine
ss Story:
“Build Solu6
on”
(Minimum Viable Product: Analog/An6log in Red Ocean)
Digital Music Players
Least-‐Effort & Channel Strategy, TacHcs, and
Tools: Simplicity/ Elegance/
Automa*on/ Surprise
(SEAS) Diamond
Prototype A/B/C/…
Value Crea*o
n Va
lue De
livery
Value (Profit) Sha
ring
Customer Segment: Luxury-‐Spot “Tribe”
u Red Ocean DisrupHon (R.O.D.) Culture & Strategy
u Business Model Dis-‐rupHon/Resources
u Lean Startup Project ExecuHon (Cycle)
B U S I N E S S M
O D E L S T O R Y
Learning Story:
“Learn W
hat’s Value
d”
Custom
er Story:
“Defi
ne Problem
”
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
Busine
ss Story:
“Build Solu6
on”
Value Crea*o
n Va
lue De
livery
Value (Profit) Sha
ring
q Employee
q Process
q Product/Service
q Learning
q Cost
q Revenue
q Profit
q Employee
q Process
q Product/Service
q Learning
q Cost
q Revenue
q Profit
Red Ocean DisrupHon (R.O.D.) Storyboard for Apple’s iPod Key Performance Indicators (Metrics) for Business Model Disrup<on
E: Engagement
A: Acquisi6on
A: Ac6va6on
R: Reten6on
R: Referral
E: Engagement
A: Acquisi6on
A: Ac6va6on
R: Reten6on
R: Referral
B U S I N E S S M
O D E L S T O R Y
Learning Story:
“Learn W
hat’s Value
d”
Custom
er Story:
“Defi
ne Problem
”
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
Busine
ss Story:
“Build Solu6
on”
Value Crea*o
n Va
lue De
livery
Value (Profit) Sha
ring
q Business Factor 1 q Business Factor 2 q Business Factor 3 q Business Factor …
q Learning Factor 1 q Learning Factor 2 q Learning Factor 3 q Learning Factor …
q Price
Red Ocean DisrupHon (R.O.D.) Storyboard Decision-‐making (Value) Factors for Listening to Music
q Design (Aesthe6cs) q Size; Thickness q Badery Life q Song Storage q Ease of Organiza6on q Portability
B U S I N E S S M
O D E L S T O R Y
Learning Story:
“Learn W
hat’s Value
d”
Custom
er Story:
“Defi
ne Problem
”
BLANK TEMPLATE
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
Red Ocean DisrupHon (ROD) Storyboard for Documen6ng Business Model Story
Cost-‐effec*vely Improve and Disrupt Products, Services, Business Models, and Brands Bu
sine
ss Story:
“Build Solu6
on”
Custom
er Story:
“Measure Problem
”
Value Crea*o
n Va
lue De
livery
Value (Profit) Sha
ring B U S I N E S S M
O D E L S T O R Y
Learning Story:
“Learn W
hat’s Value
d”
Red Ocean DisrupHon (R.O.D.) Topics: Explana6ons
Cost-‐effec*vely Improve and Disrupt Products, Services, Business Models, and Brands
VISION (“LEAP OF FAITH”): Brief statement or tagline that describes a dream benefit, trade-‐off, ul6mate want/need, apparently impossible goal, or ideal final result of a system (project/business model/product/service) for a targeted customer segment (“tribe”)
PRESENT PERFORMANCE (“RED OCEAN”): Current level of outcomes, results, trade-‐offs, specifica6ons of a business model (system/product/service) from business (internal) and customer (external) perspec*ves for a product/service/business model/tool/system
STRATEGY, BUSINESS MODEL, AND EXECUTION CYCLE: Set of itera6ve processes and ac6vi6es as well as business model disrup6on for winning customers in a compe66ve environment as well as detailed tac6cs and experimental ac6ons for the business model (system/product/service) to achieve future performance specifica6ons
FUTURE PERFORMANCE (“BLUE OCEAN”): Desired, proposed, or hypothe6cal level of outcomes (results, trade-‐offs, or specifica6ons) in the short/medium/long-‐term from business (internal) and customer perspec*ves for a product/service/business model/tool/system
4
1
3
2
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
Date: ………………………………..
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
The ABC of the ROD Storyboard Cost-‐effec*vely Improve and Disrupt Products, Services, Business Models, and Brands
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
EXERCISE
Cost-‐effec*vely Improve and Disrupt Products, Services, Business Models, and Brands
Using Steve Jobs’ Template (Mental Model) as a Guide, Prepare a ROD Storyboard for the following products: q Apple’s iPhone
q Apple’s iPad
q Apple’s iTunes q Apple’s Store: Physical; App Store
q Your Own Product/Service/Brand
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
Red Ocean DisrupHon (ROD) Storyboard Business Model Story for [Product/Service/Brand]
Cost-‐effec*vely Improve and Disrupt Products, Services, Business Models, and Brands Bu
sine
ss Story:
“Build Solu6
on”
Value Crea*o
n Va
lue De
livery
Value (Profit) Sha
ring B U S I N E S S M
O D E L S T O R Y
Learning Story:
“Learn W
hat’s Value
d”
Custom
er Story:
“Defi
ne Problem
”
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
Busine
ss Story:
“Build Solu6
on”
Value Crea*o
n Va
lue De
livery
Value (Profit) Sha
ring
q Employee
q Process
q Product/Service
q Learning
q Cost
q Revenue
q Profit
q Employee
q Process
q Product/Service
q Learning
q Cost
q Revenue
q Profit
Red Ocean DisrupHon (R.O.D.) Storyboard for ……………………. [Product/Service] Key Performance Indicators (Metrics) for Business Model Disrup<on
E: Engagement
A: Acquisi6on
A: Ac6va6on
R: Reten6on
R: Referral
E: Engagement
A: Acquisi6on
A: Ac6va6on
R: Reten6on
R: Referral
B U S I N E S S M
O D E L S T O R Y
Learning Story:
“Learn W
hat’s Value
d”
Custom
er Story:
“Defi
ne Problem
”
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
Busine
ss Story:
“Build Solu6
on”
Value Crea*o
n Va
lue De
livery
Value (Profit) Sha
ring
q Business Factor 1 q Business Factor 2 q Business Factor 3 q Business Factor …
q Learning Factor 1 q Learning Factor 2 q Learning Factor 3 q Learning Factor …
q Financial Factor 1 q Financial Factor 2 q Financial Factor 3 q Financial Factor …
Red Ocean DisrupHon (R.O.D.) Storyboard Decision-‐making (Value) Factors for Job-‐To-‐Get-‐Done for Business Model Disrup<on
q Customer Factor 1 q Customer Factor 2 q Customer Factor 3 q Customer Factor …
B U S I N E S S M
O D E L S T O R Y
Learning Story:
“Learn W
hat’s Value
d”
Custom
er Story:
“Defi
ne Problem
”