How To Discover Breakout Product Ideas
0 likes83 views
The document discusses the process of discovering breakout product ideas, emphasizing the importance of understanding customer needs and problem spaces. It outlines a framework called 'jobs to be done' that includes defining the job, context, pain points, friction, and customer motivation to drive innovation. The document also stresses the significance of measuring success and recognizing underserved or overserved markets to enhance product offerings.
How To Discover Breakout Product Ideas
- 1. HOW TO DISCOVER BREAKOUT PRODUCT IDEAS TAUGHT BY CHAD BOCKIUS
- 2. 84%of executives say innovation is critical Source: McKinsey Global Innovation Survey 2
- 3. 6%are satisfied with their results yet only 3
- 4. HOW TO KILL YOUR PRODUCT Solve the wrong problem Fail to get traction for the problem Mis-understand the value of the problem Lose focus on the problem Solve a problem that doesn’t have a market Solve the wrong problem Try to solve too many problems Source: CB Insights 4
- 5. “WOULDN’T IT BE GREAT IF WE BUILT A PRODUCT TO…” 5
- 6. OPERATE IN THE PROBLEM SPACE Solution A pen that writes in space Problem The ability to write in space 6
- 7. “If I were given one hour to save the planet, I would spend 59 minutes defining the problem and one minute solving it,” Albert Einstein
- 8. Problem you have WHERE IT ALL BEGINS 1 Problem a customer has 2 8
- 9. PASSION FOR A PROBLEM + = 9
- 10. 1. HOW TO DISCOVER A NEW BREAKOUT PRODUCT
- 11. 01 | Job to be done The outcome a customer is trying to achieve JOBS TO BE DONE CANVAS 11
- 12. FINDING THE JOBS TO BE DONE Core Job Related Jobs ‣ Access files across multiple devices ‣ Collaborate with teammates ‣ Backup files ‣ Store multiple versions of a file ‣ Free up space on mobile phones ‣ Protect files on stolen devices 12
- 13. FIND NEW SOLUTIONS TO OLD JOBS OLD NEW Take Medicine Find Enemies at Night Keep Car Clean
- 14. GETTING SICK - AN EMPTY SPACE CASE STUDY GET SICK VISIT A DOCTOR WASTE TWO HOURS PICK UP PRESCRIPTION NO THANKS! 14
- 15. GETTING SICK - EXPLOSION OF RETAIL CLINICS 15
- 16. DEFINE THE JOBS TO BE DONE FOR AN EXISTING PRODUCT OR SOLUTION EXCERCISE
- 17. EXERCISE: DEFINE THE JOBS TO BE DONE 17 Core Job to be Done 1 Related Jobs to be Done 1 2 3 4 5
- 18. 01 | Job to be done The outcome a customer is trying to achieve 02 | Context The context of the situation JOBS TO BE DONE CANVAS 18
- 19. CONTEXT MATTERS
- 20. UNDERSTAND THE CONTEXT: ALT-SCHOOL 20
- 21. UNDERSTAND THE CONTEXT: NOTICE THE SMALL THINGS
- 22. DEFINE THE CONTEXT IN WHICH YOUR CUSTOMERS ARE TRYING TO GET A JOB DONE EXCERCISE
- 23. EXERCISE: DEFINE THE CONTEXT OF THE SITUATION 23 Context Questions When are users hiring your product? What are users feeling at that point? What are they doing 3 minutes before & after hiring a solution? What is influencing the solution they hire? What else have you noticed about when a customer hires your product?
- 24. 01 | Job to be done The outcome a customer is trying to achieve 02 | Context The context of the situation 03 | Pain What pain exists that causes the customer to seek out change? JOBS TO BE DONE CANVAS 24
- 27. EGO
- 30. CAPTURE PAIN THAT CUSTOMERS EXPERIENCE, FORCING THEM TO SEEK A CHANGE EXCERCISE
- 31. EXERCISE: CAPTURE PAINT POINTS & THEIR IMPORTANCE 31 Pain Point Importance 1 2 3 4 5 6
- 32. 01 | Job to be done The outcome a customer is trying to achieve 02 | Context The context of the situation 03 | Pain What pain exists that causes the customer to seek out change? 04 | Friction What could keep a customer from changing or adopting a solution? JOBS TO BE DONE CANVAS 32
- 33. THINK ABOUT FRICTION EARLY AND OFTEN Image Source: sirbikesalot.com High Friction Low Friction 33
- 34. + 34
- 35. Be 10x better to get people to act
- 36. “Mindshare before market share” GE Mantra 36
- 37. 37
- 38. DEFINE THE FRICTION POINTS THAT ARE OR COULD PREVENT ADOPTION EXCERCISE
- 39. EXERCISE: CAPTURE THE FRICTION YOUR CUSTOMERS FEEL 39 Friction to hiring your product 1 2 3 4 5 6
- 40. 01 | Job to be done The outcome a customer is trying to achieve 02 | Context The context of the situation 03 | Pain What pain exists that causes the customer to seek out change? 04 | Friction What could keep a customer from changing or adopting a solution? 05 | Motivation What is the real motivation to change? JOBS TO BE DONE CANVAS 40
- 42. JOBS TO BE DONE: THE REASON CUSTOMERS BUY You’re buying a more productive organization You’re buying time on the water You’re not buying a messaging service…Not buying a canoe… 42
- 43. MOTIVATION
- 44. 5 WHYS WHY? WHY? WHY? WHY? WHY? ROOT CAUSE 44
- 45. CAPTURE THE CUSTOMER’S MOTIVATION TO CHANGE EXCERCISE
- 46. EXERCISE: CAPTURE YOUR CUSTOMER’S MOTIVATION 46 Motivation to hire a product 1 2 3 4 5 6
- 47. 01 | Job to be done The outcome a customer is trying to achieve 02 | Context The context of the situation 03 | Pain What pain exists that causes the customer to seek out change? 04 | Friction What could keep a customer from changing or adopting a solution? 05 | Motivation What is the real motivation to change? 06 | Success How does the customer measure success? JOBS TO BE DONE CANVAS 47
- 48. 48
- 49. 49 What Else?
- 50. MEASURING OUTCOMES 50 Source: Strategyn Outcome-driven Innovation Framework Direction + Measure Object+ Decrease the time to file expenses
- 51. MEASURING OUTCOMES Decrease the time it takes to get a car Decrease the time to travel between meetings Decrease the cost of my transportation Increase my productivity during the trips Eliminate my insurance risk from an accident 51
- 52. CAPTURE HOW YOUR CUSTOMERS WILL MEASURE SUCCESS EXCERCISE
- 53. EXERCISE: HOW DO YOUR CUSTOMERS MEASURE SUCCESS? 53 Direction Measure Object
- 56. OVERSERVED CASE STUDY vs. AirBNB Summer Guests 0 4,500,000 9,000,000 13,500,000 18,000,000 2008 2009 2010 2011 2012 2013 2014 2015 17M 56
- 57. ASSESS HOW YOUR CUSTOMERS ARE CURRENTLY BEING SERVED EXCERCISE
- 58. EXERCISE: HOW ARE CUSTOMERS SERVED TODAY? OVERSERVED 1. Do users complain about the complexity and cost of the product? 2. Do many features of the product get ignored? 3. Are customers willing to pay for product upgrades? UNDERSERVED 1. Do customers turn to experts instead of a product? 2. Can customers afford the current solutions? 3. Do customers use multiple inferior solutions to get the job done? 58
- 59. 01 | Job to be done Access files from any device, at any time DROPBOX EXAMPLE 59
- 60. 01 | Job to be done Access files from any device, at any time 02 | Context ‣ Traveling from home to work ‣ Spotty wifi access ‣ Collaborating with a team ‣ Multiple OS’s DROPBOX EXAMPLE 60
- 61. 01 | Job to be done Access files from any device, at any time 02 | Context 03 | Pain ‣ Have to manually copy files every time I switch devices ‣ Easy to forget ‣ Can end up working from old files DROPBOX EXAMPLE 61 ‣ Traveling from home to work ‣ Spotty wifi access ‣ Collaborating with a team ‣ Multiple OS’s
- 62. 01 | Job to be done Access files from any device, at any time 02 | Context 03 | Pain ‣ Have to manually copy files every time I switch devices ‣ Easy to forget ‣ Can end up working from old files 04 | Friction ‣ Trust in the system ‣ Reliability ‣ Time it takes to sync DROPBOX EXAMPLE 62 ‣ Traveling from home to work ‣ Spotty wifi access ‣ Collaborating with a team ‣ Multiple OS’s
- 63. 01 | Job to be done Access files from any device, at any time 02 | Context 03 | Pain ‣ Have to manually copy files every time I switch devices ‣ Easy to forget ‣ Can end up working from old files 04 | Friction ‣ Trust in the system ‣ Reliability ‣ Time it takes to sync 05 | Motivation ‣ Want to be more productive ‣ Better at my job ‣ Improve teamwork DROPBOX EXAMPLE 63 ‣ Traveling from home to work ‣ Spotty wifi access ‣ Collaborating with a team ‣ Multiple OS’s
- 64. 01 | Job to be done Access files from any device, at any time 02 | Context 03 | Pain ‣ Have to manually copy files every time I switch devices ‣ Easy to forget ‣ Can end up working from old files 04 | Friction ‣ Trust in the system ‣ Reliability ‣ Time it takes to sync 05 | Motivation 06 | Success ‣ Decrease the time it takes to keep files in sync ‣ Decrease the downtime from not having access to files ‣ Increase the productivity of a team DROPBOX EXAMPLE 64 ‣ Traveling from home to work ‣ Spotty wifi access ‣ Collaborating with a team ‣ Multiple OS’s ‣ Want to be more productive ‣ Better at my job ‣ Improve teamwork
- 65. 01 | Job to be done Access files from any device, at any time DROPBOX EXAMPLE 65 02 | Context ‣ Traveling from home to work ‣ Spotty wifi access ‣ Collaborating with a team ‣ Multiple OS’s 03 | Pain ‣ Have to manually copy files every time I switch devices ‣ Easy to forget ‣ Can end up working from old files 04 | Friction ‣ Trust in the system ‣ Reliability ‣ Time it takes to sync 05 | Motivation ‣ Want to be more productive ‣ Better at my job ‣ Improve teamwork 06 | Success ‣ Decrease the time it takes to keep files in sync ‣ Decrease the downtime from not having access to files ‣ Increase the productivity of a team
- 66. THANK YOU FOR TAKING THE COURSE!