1. Build
Winning
ProductsTathagat Varma
http://thoughtleadership.in

2. Cool Products!

3. Shitty Products!

4. Google’s Hall of Shame
Why 4.85 yrs to pull out???
h:p://blog.priceonomics.com/post/46028291791/digging-around-in-the-google-graveyard

5. Internet Hall of Shame…
h0p://themyndset.com/2013/05/catch-the-wave-right-mindset-digital-iq/ h0p://www.cnet.com/1990-11136_1-6278387-1.html

6. …and in ROTW

7. Why the difference?
• Is it because of…
• the company / brand image?
• the money they have?
• the people they have?
• the markets they are in?
• the technology they have?
• the processes they have?
• the location they are based out of?
• …anything else?

8. How do they build?

9. Old School

10. Effectiveness?
90
%

11. Problem-solving is not a
straight line!
Source: Damien Newman

12. h"p://steveblank.files.wordpress.com/2010/11/two-assump<ons.jpg
Traditional Model

13. Problem with tradi/onal product
development model
From: Running Lean – Ash Maurya The Startup Owners Manual – Steve Blank
“In large companies, the mistakes just have
addi7onal zeroes in them” – Steve Blank

14. 9 Deadly Sins of New Product
Introduc7on
Assuming “I know what the customer wants”
The “I know what features to build” flaw
Focus on launch date
Emphasis on execu7on instead of hypotheses, tes7ng, learning and itera7on
Tradi7on business plans presume no trial and no errors
Confusing tradi7onal job 7tles with what a startup needs to accomplish
Sales and Marke7ng execute to a plan
Presump7on of success leads to premature scaling
Management by Crisis leads to “Death Spiral”
From: Startup Owner’s Manual

16. Diffusion of Innovations

17. Adoption and Resistance

18. Adoption Patterns

19. Discuss
• Think of any new product
• How does its adoption curve look
like?
• Do they have different needs?
• How will you design your product for
them?

20. Where do you start?

21. Let’s zoom-out

22. Business Model
“A business model
describes the rationale
of how an organization
creates, delivers and
captures value.”

23. 9 Build Blocks

25. Business Model Canvas

26. Your Day1 BMC?

27. Your starting point?

29. What is your product?

31. Customer
• Who are my “customers”?
• What is their pain point?
• How are they living with it today?
• What would they do if they had options?
• How much would they pay for it?
• Will they prepay you now for a solution?

32. Customer Profile
Clarify your
customer
understanding

35. Customer Jobs
Jobs describe the things your
customers are trying to get done in
their work or in their life.
A customer job could be the tasks they
are trying to perform and complete, the
problems they are trying to solve, or
the needs they are trying to satisfy.

36. Type of Jobs
• Functional Jobs
• Social Jobs
• Personal Jobs
• Supporting Jobs

37. Customer Pains
Pains describe anything that annoys your
customers before, during, and after trying to
get a job done or simply prevents them from
getting a job done. Pains also describe risks,
that is, potential bad outcomes, related to
getting a job done badly or not at all.
A customer pain can be extreme or moderate,
similar to how jobs can be important or
insignificant to the customer.

38. Type of Pains
• Undesired outcomes, problems or
characteristics
• Obstacles
• Risks (undesired potential outcomes)

39. Customer Gains
Gains describe the outcomes and benefits
your customers want. Some gains are
required, expected, or desired by customers,
and some would surprise them. Gains include
functional utility, social gains, positive
emotions, and cost savings.
A customer gain can feel essential or nice to
have, just like pains can feel extreme or
moderate to them.

40. Types of Gains
• Required Gains
• Expected Gains
• Desired Gains
• Unexpected Gains

41. Ranking them all…

42. Value Map
Create
value for
your
customer

44. Products and Services
This is simply a list of what you offer. Think of
it as all the items your customers can see in
your shop window—metaphorically speaking
This bundle of products and services helps
your customers complete either functional,
social, or emotional jobs or helps them
satisfy basic needs

45. Types of Products /
Services
• Physical / Tangible
• Intangible
• Digital
• Financial

46. Pain Relievers
Pain relievers describe how exactly your
products and services alleviate specific
customer pains.
They explicitly outline how you intend to
eliminate or reduce some of the things that
annoy your customers before, during, or after
they are trying to complete a job or that prevent
them from doing so.

47. Gain Creators
Gain creators describe how your products
and services create customer gains.
They explicitly outline how you intend to
produce outcomes and benefits that your
customer expects, desires, or would be
surprised by, including functional utility, social
gains, positive emotions, and cost savings.

48.