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WK1
Keynote 
11/13/2013 8:30 AM 
 
 
 
 

"Connecting with Customers"
 
 
 
 

Presented by:
Pollyanna Pixton
Accelinnova
 
 
 
 
 
 
 
 
 
 
 

Brought to you by: 
 

 
 
340 Corporate Way, Suite 300, Orange Park, FL 32073 
888‐268‐8770 ∙ 904‐278‐0524 ∙ sqeinfo@sqe.com ∙ www.sqe.com
Pollyanna Pixton
Accelinnova
International leadership expert, Pollyanna Pixton developed the models
for collaboration and collaborative leadership through her thirty-eight years
of working inside and consulting with many organizations. She helps
companies create workplaces where talent and innovation are unleashed—
making them more productive, efficient, and profitable. Pollyanna is a
founding partner of Accelinnova, president of Evolutionary Systems, and
director of the Institute for Collaborative Leadership. She writes and speaks
on topics of creating cultures of trust, leading collaboration, and business
ethics. Her models are found in her book, Stand Back and Deliver:
Accelerating Business Agility. Pollyanna co-founded the Agile Leadership
Network and has chaired Leadership Summits in the US and England.
Contact her at ppixton@accelinnova.com.
Connecting with
Customers
 	
  	
  	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  

	
  

Pollyanna	
  PIXTON	
  	
  
Co-­‐Founder,	
  Accelinnova
President,	
  Evolu3onary	
  Systems	
  
Director,	
  Ins3tute	
  of	
  Collabora3ve	
  Leadership	
  
	
  
Text:	
  801.	
  209.	
  1095	
  
Blog:	
  Pollyannapixton.com	
  
	
  
 date	
  
driven

	
  	
  

vs	
  

	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  

value	
  

	
  	
  	
  	
  	
  	
  

driven	
  
can we predict…
 	
  
	
  customer	
  needs	
  	
  
and	
  when	
  

we	
  can	
  	
   ship?	
  
	
  
…future

revenue
generated

reliably?

real cost
saved?

…

…market

pricing?
Competition Pivots

	
  	
  	
  	
  	
  Faster	
  to	
  market	
  
Differen3a3ng	
  features	
  
	
  	
  	
  	
  	
  	
  (we	
  become	
  parity)	
  
Unfortunately…
we don’t know
what we don’t know
 

5%	
  
chance of getting it right
-­‐	
  NASA	
  
Leadership Role

You can’t defy gravity!
- Paul Gibson
Product Not Ready
§  High technical
debt
§  Poor quality
§  Loss of credibility
and reliability
§  Not enough
features
§  Unhappy
customers
why do we keep
doing it?
leaders want to create urgency
“I need it now!”
“It ALL must be done
in 3 months!”
“The customers must
have all of this!”
leaders want control
“What is it going to cost?”
“How long will it take?”
“Can you do it in less?”
move to
value driven
understand	
  
the	
  value	
  to	
  
your	
  

customers	
  
 	
  understand	
  

value	
  to	
  the
business	
  	
  

the	
  
	
  
	
  

	
  

	
  
learn	
  at	
  the	
  pace	
  of	
  the	
  
	
  market	
  
delight	
  customers	
  as	
  you	
  build	
  
Tools You Need
§  Product Inception
Planning
§  Customer Journey
§  Decision Filters
§  Proactive Risk
Management
§  Minimal Viable
Product
§  Metrics
product inception
planning
(from many meaningful thoughts,
one valuable vision)
Objectives
§  Clear and compelling vision
§  Shared understanding across
team
§  Prepare to actively design and
build
§  Who owns what, who is
responsible for what
§  Form a product/project team
customer journey
and
touch point mapping
	
  
	
  
	
  
	
  
	
  
	
  

	
  
(alignment	
  and	
  understanding)	
  
Four Important Questions
The business should provide the
problem – not the solution.
1.  Who do we serve?
2.  What do they want and need most?
3.  What do we provide to help them?
4.  What is the best way to provide
this?
Customer Journey
Example: Online Postage
We go to the post office a lot
and waste time in line.
Customer support
Maintenance
Prove value

Search online,
Compare,
Read reviews

	
  

Installation
Printer setup
Billing options

Set up account

Sign up for trial
Buy decision
what parts of
your product touch the
customer?
Online Postage Touch Points?
We go to the post office a lot
and waste time in line.
Customer support
Maintenance
Prove value

Search online,
Compare,
Read reviews

	
  

Installation
Printer setup
Billing options

Set up account

Sign up for trial
Buy decision
articulate
the
vision
“billboard” test…	
  

the	
  

	
  
the	
  	
  low	
  cost	
  airline.”	
  

“To	
  be	
  	
  

	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  -­‐	
  Southwest	
  Airlines	
  
Online Postage Billboard?
decision filters
(focus	
  on	
  vision)	
  
help

“Will	
  this	
  

	
  us	
  

be

	
  	
  

the	
  low	
  cost	
  airline?”	
  

	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  

	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  -­‐	
  Southwest	
  Airlines	
  
decision filters:
make daily
decisions
prioritize backlogs
set realistic goals
Tips and Examples
§  Integrity matters
§  Don’t ‘sort of’ pass the filters!
To increase performance:
§  “Will this increase performance
by20%?”
To release in 6 months:
§  “Can this get done in 4 months?”
cascade	
  decision	
  filters	
  
	
  	
  	
  	
  	
  	
  throughout	
  the	
   	
   	
  
	
   	
  organiza3on	
  
	
  
decision
filters for
online
postage?
brainstorm	
  
product	
  ideas	
  
create epics
do they all pass the
decision filters?

Transaction
Costs
 	
  	
  	
  priori3ze	
  based	
  
on	
  value	
  to	
  the	
  
	
  

customer	
  

and	
  to	
  your	
  
	
  

business	
  
now….
dealing with
uncertainly and
ambiguity
ambiguity…
an estimate is an
estimate,

range,
not an exact
a

number
 	
  group	
  
es3mates	
  
	
  are	
  	
  
beZer	
  
leaders want certainty…

reality is …
there
isn’t any
we need some help!
accept reality

prepare for change
don’t over commit to the market
use 60/40 rule!
team only

commits to
60% of time
available
don’t make Agile
Leading

compromises
§  Collaboration Model
without business
§  Collaboration Process
buy-in
stand by your estimates
don’t cave or pad them!
  	
  
	
   	
  

	
  	
  
	
  	
  

when
change
happens …
… ask why?
customer relevance?
importance to other
commitments?
what can be done
later?
show

progress
minimal viable product (MVP)
Go To Market Quickly
to maximize
return on

investment
and

learning
Decision Filter
	
  	
  	
  

“Do	
  we	
  need	
  this	
  

	
  for	
  the	
  MVP?”	
  
mitigate risks
entire team
identifies risks
together
uncertainty
market
uncertainty
technical

uncertainty

project duration

number of
customers

dependencies
scope
complexity	
  

team size
culture
mission criticality
team location
time zones

team maturity

domain

knowledge gaps

dependencies
lack of trust
Market	
  Uncertainty	
  
	
  
	
  
8	
  
7	
  
6	
  
5	
  
4	
  
3	
  
2	
  
1	
  
0	
  

10
9

Scope	
  Flexibility	
  

Technical	
  
Uncertainty	
  

Project	
  	
  
Dura3on	
  

Dependencies	
  

Number	
  of	
  
Customers	
  
risk	
  mi3ga3on	
  progress	
  

	
  
	
  
8	
  
7	
  
6	
  
5	
  
4	
  
3	
  
2	
  
1	
  
0	
  

10
9

Itera3on	
  3	
  

Itera3on	
  2	
  

Acceptable	
  Risk	
  

Itera3on	
  1	
  
when	
  all	
  risk	
  inside	
   	
   	
  
	
   	
  	
  	
  	
  	
  acceptable	
  risk	
  
then	
  begin	
  to	
  	
  

	
  	
  	
  	
  	
  	
  narrow	
  date	
  
metrics
people do
what they are

measured
by

measure
let

results

team
evaluate
themselves
Watch out for Vanity Metrics
Good Metrics
§  Measure progress towards
business goals
§  Motivate right behaviors
§  Inspire improved performance
§  Simple to measure
§  Simple to understand
Don’t have too many metrics!
For Customer Satisfaction
*How likely are you to recommend this product?
summary
 tools	
  that	
  help	
   	
  

	
  
	
   	
  

	
  	
  
	
  	
  

product	
  incepDon	
  
planning	
  
	
  

decision	
  filters	
  
minimal	
  viable	
  
product	
  
	
  

	
  incrementally	
  reduce	
  
	
  
	
  
	
  	
  risk	
  
continuous
customer
feedback
measure
to get the

behaviors
you

want
learn more

Our new book
due November 2013
Connecting with Customers

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