A presentation on identifying winning products. How to develop and structure product development to be successful.

1. Identifying Winning Products
“Successful Product Development Workshop” 28th June 2011
Convened through: ‘Opportunity Hamilton’
Locus Research, Motovated Design & Analysis, EverEdgeIP, Tompkins Wake
Presenter: Timothy Allan - Locus Research Ltd
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2. Identifying Winning Products
“Successful Product Development Workshop” 28th June 2011
Convened through: ‘Opportunity Hamilton’
Locus Research, Motovated Design & Analysis, EverEdgeIP, Tompkins Wake
Presenter: Timothy Allan - Locus Research Ltd
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3. The Three Stooges
How do you Identify a winning product before you have
done it?
What are the ingredients of success?
Why does working together matter so much?
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4. My Bias
New, is not always better, Being the best is what
matters;
Be Pragmatic;
Research is not Negotiable;
Product Integrity is Paramount.
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5. Hope ft. the space pen
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6. Hope ft. the space pen
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7. Hope ft. the space pen
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8. More does not mean better
All the Resources and yet?
More bureaucracy & constraints;
Feeling you ‘should’ be able to do it;
Many innovative people are not a good fit with
established environments;
Humble Life Vs. Mighty Leap.
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9. Ingredients of Success
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10. Ingredients of Success
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11. Ingredients of Success
Raw materials
(Your Resources)
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12. Ingredients of Success
Raw materials
(Your Resources)
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13. Ingredients of Success
Raw materials Process
(Your Resources) (Your Structure & Sequence)
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14. Ingredients of Success
Raw materials Process
(Your Resources) (Your Structure & Sequence)
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15. Ingredients of Success
Raw materials Process Timing
(Your Resources) (Your Structure & Sequence) (Decisions & Execution)
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16. Observation is Free
Success is characterised by a few things falling into line
at the right time;
These are external to us, and are not defined by us
although we may be involved with them;
To the Observant;
These trends changes and opportunities can be isolated
and translated into something meaningful and could
underpin a product development.
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17. Get into Place
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18. Get into Place
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19. Be Original
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20. Be Original
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21. My Ideas better than yours
Ideas are like possessions;
Idea’s are a battleground for Ego’s where objectivity has
no place;
Yet Objective decision making is central to our ability to
develop products successfully;
At the start of the process we deliberately avoid idea
generation.
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22. Out of Focus
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23. Out of Focus
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24. Out of Focus
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25. Out of Focus
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26. Broad not Deep
You need to have a deep depth of field
Forgo the narrow, macro view;
Cover as much ground as possible, relationships
between things are important;
Project, people, structure, consumer, gatekeeper, life
cycle, packaging, distribution, risk, standards,
compliance ~
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27. Can you make a business out of it?
Makes you ask the tough questions
๏ Is in growth or in decline?
๏ Regulatory change?
๏ Traffic jam or country road?
๏ Purchasing values?
๏ Easy to extend the offer?
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28. Down the garden path
Asking others about whether an idea is good or not is
circular;
People like the concept of user led research because it
provides what they think is validation;
You can’t deliver what someone thinks they want in their
head, you’ll never get there, you’ll be led down the
garden path.
Get off the fence.
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29. Lead or be led
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30. Lead or be led
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31. Customer Experience
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32. Customer Experience
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33. It Starts with your team
To most companies developing products is not their
core business;
If it was, it would be everyones concern, not just the
R&D teams;
Bringing all the disciplines together enables you to
deliver a cohesive, unified product to market.
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34. Resistance
Always likely to be resistance to this approach
Forces people to communicate, be open, transparent,
change the way they work;
If someone does not, ask them to clearly justify why
others don’t need to be involved..(?)
Ideas are possessions which have no time for objectivity.
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35. Need for Speed
If your teams integrated;
They understand & they are thinking about it;
No lengthy handoffs, 3rd party briefings,
miscommunication;
This increases your speed to market by collapsing the
existing linear process into a concurrent & more dynamic
process.
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36. Feeling it on the inside
Look to create internal momentum & motivation;
Your team needs to have the self confidence to feel
successful;
Your confidence rubs off on those that you present and
talk to;
You can change peoples minds;
Make sure your project is built to succeed and your
team believes it.
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37. Takeaways
More does not mean better;
Raw Materials + Process + Timing = Results;
Observations is Free, it is your advantage;
Get into Place, and out of the chair;
Be Original;
Ideas are like posessions.
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38. Takeaways
Increase your depth of field;
Look at Categories not specific ideas;
Can you make a business out of it?
Don’t get led down the garden path;
Product development requires leadership;
Your customers experience your product in one place
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39. Takeaways
It starts with your team;
Product Development should be a core part of your
business;
Being integrated creates a quicker more concurrent
approach;
Your team needs to build the momentum and develop
the self confidence to succeed (Internally).
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40. http://public.iwork.com/document/?
d=IdentifyingWinningProducts_Remix.key&a=p1110747403
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