Post on 14-Apr-2017
Features vs Outcomes
Beating the competition means
delivering more features only a
madman would deliver less H
ypot
hesi
s
Let’s go back in time
09 January
2007
Three months ago Nokia announced the N95, integrating a wide range of features into a consumer-oriented smartphone.
Today you announce yours.
Vs.
✘ Heavier. ✘ Larger. ✘ Doesn’t have…
Your phone is…
✗ Card slot ✗ 3g ✗ Bluetooth ✗ Infrared ✗ Decent camera ✗ Secondary camera ✗ Camera flash ✗ MMS ✗ Radio
✗ Video ✗ Video calling ✗ TV out ✗ Music ring tones ✗ Voice dialing ✗ Voice commands ✗ GPS ✗ JAVA ✗ Push to talk
✗ Card slot ✗ 3g ✗ Bluetooth ✗ Infrared ✗ Decent camera ✗ Secondary camera ✗ Camera flash ✗ MMS ✗ Radio
✗ Video ✗ Video calling ✗ TV out ✗ Music ring tones ✗ Voice dialing ✗ Voice commands ✗ GPS ✗ JAVA ✗ Push to talk
Feeling
nervous?
Feeling
nervous?
h"p://www.engadget.com/2007/01/09/live-‐from-‐macworld-‐2007-‐steve-‐jobs-‐keynote/
iPhone Sales to Surpass 100
Million by 2011
Katy Huberty. June 16, 2010
“ “
Apple pips Microsoft as
world's biggest
Reuters, May 27, 2010
“ “
At Sony we assume that all products of our competitors have basically the same technology, price, performance and features. Design is the only thing that differentiates one product from another in the marketplace.
Norio Ohga, former Chairman and CEO, Sony
“ “
Share prices of companies using design effectively outperformed FTSE All-
Share index by 200% over 10 years
h"p://www.theuxbookmark.com/links/business-‐case/
“ “
Beating the competition means
delivering more features only a
madman would deliver less
Hypothesis is refuted, null hypothesis accepted Hyp
othe
sis
Beating the competition means
delivering compelling customer centric
design
marc mcneill www.dancingmango.com Twitter.com/dancingmango