"Customers Included," presented by Mark Hurst
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SOCIALMEDIA.ORG/SUMMIT2014 ORLANDO OCTOBER 27–29, 2014 “Customers Included: How to Transform Products, Companies, and the World — With a Single Step” MARK HURST CREATIVE GOOD
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Transcript of "Customers Included," presented by Mark Hurst
SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014
“Customers Included: How to Transform Products, Companies, and the World — With a Single Step”
MARK HURSTCREATIVE GOOD
Customers Included
@markhurst
“The Playpump is an ingenious water pump driven by a children’s roundabout.”
2005
2006
$16 million
Fail
In Malawi, Canadian aid workers Owen Scott and
Duncan McNicholl
2010
Total time:
3 minutes, 7 seconds
Total time:
28 seconds
“Yes, the message is – stop immediately.”
“[We] found no signs that communities had been consulted
prior to installation.”
“I met women who had been without their own supply of clean
drinking water for months.”
“The very nature of innovation requires that we try new things
and take risks.”
15,573
29,987
“Don’t get distracted by the shiny object. Execute on the fundamentals.”
-Reed Hastings, April 2013
Before Project Impact
During Project Impact
1 Weird Trick To Include Customers
Yes, but…
iMac iPod
iTunes iPhone
iTunes App Store iPad
“Mr. Jobs didn’t buy into focus groups.”
“The lesson from Steve: don’t listen to your customers.”
“Mr. Jobs didn’t buy into focus groups.”
“You’ve gotta start with the customer experience and work backward to the technology.”
Lessons
Remember to…
Remember to… 1. Spend time with customers
Remember to… 1. Spend time with customers
2. Find out what they want
(don’t ask)
Remember to… 1. Spend time with customers
2. Find out what they want
(don’t ask)
3. Execute on the fundamentals
Thank you
@markhurst
SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014
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