2. High New Product Failure Rate
• Robert G Cooper: One out of four
development projects succeeds commercially.
(i.e., 75% failure rate)
• Jack Gordon: In the world we live in,
somewhere between 80 percent and 95
percent of new product introductions fail.
Copyright 2012 - LÛCRUM
3. High New Product Failure Rate
• Robert G Cooper: One out of four
development projects succeeds commercially.
(i.e., 75% failure rate)
• Jack Gordon: In the world we live in,
somewhere between 80 percent and 95
percent of new product introductions fail.
Copyright 2012 - LÛCRUM
9. Keys to Products That Don’t Suck
• Compelling Market Opportunity
– Big painful issues
– That many in your target market
– Are willing to pay to solve
• Compelling Solution
– Differentiated Value Proposition
– Profitable business model
– Time to market
• Compelling Market Strategy
– Motivates target market
– To solve problem with your solution
Discovery
+
Validation
18. Henry Ford’s Quote
“If I had asked people what they wanted,
they would have said faster horses.”
Copyright 2011 - LÛCRUM
19. What Do They Need (To Do)?
“People don't want to
buy a
quarter-inch drill. They
want a quarter-inch
hole!”
–Theodore Levitt
Copyright 2011 - LÛCRUM
20. What We Want to Identify
• Problems, Goals, Needs
– What do they want to do that they can’t do?
– What do they want to improve (decrease/increase)?
• Why is this important?
• When does this happen (usage scenarios)
• How do you currently do this?
• What is your current satisfaction?
• What is the impact?
Copyright 2011 - LÛCRUM