Framework Thinking - 7 Frameworks To Skyrocket Your Career

52
FRAMEWORK THINKING 7 FRAMEWORKS TO USE TO SKYROCKET YOUR CAREER

description

Discover how to leverage frameworks to become more effective and gain influence in your organization. Learn more about Framework thinking here: http://www.sean-johnson.com/framework-thinking

Transcript of Framework Thinking - 7 Frameworks To Skyrocket Your Career

Page 1: Framework Thinking - 7 Frameworks To Skyrocket Your Career

FRAMEWORK THINKING7 FRAMEWORKS TO USE TO SKYROCKET YOUR CAREER

Page 2: Framework Thinking - 7 Frameworks To Skyrocket Your Career

FRAMEWORK THINKING sean johnson @intentionally

Partner at Digital Intent and Founder Equity Professor at Northwestern’s Kellogg school of Management

Startup Team in a box - Product, UI/UX, Development, Traction www.digintent.com

Seed stage technology investors. www.founderequity.com

Page 3: Framework Thinking - 7 Frameworks To Skyrocket Your Career

WHY SHOULD YOU LEARN TO LEVERAGE FRAMEWORKS?Find out here: www.sean-johnson.com/framework-thinking

FRAMEWORK THINKING sean johnson @intentionally

Page 4: Framework Thinking - 7 Frameworks To Skyrocket Your Career

GTDDrastically multiply your effectiveness

by managing actions, not projects.

FRAMEWORK THINKING sean johnson @intentionally

Page 5: Framework Thinking - 7 Frameworks To Skyrocket Your Career

GTD is based on two premises:

1. Your brain is terrible at keeping track of everything. Get things out of your head into a system, and review it enough that your brain can relax and trust your system.

1. You can’t manage projects, only actions. Your brain needs to know exactly what physical action you need to do next in order to make progress.

Page 6: Framework Thinking - 7 Frameworks To Skyrocket Your Career

Collect: Have as many inboxes as you need to collect everything as soon as it occurs to you. Get it out of your head. !Process: For each item in your inbox, determine the next appropriate action. !Organize: Set up a proper system for trashing, filing or tracking next actions. !Review: Create proper times for appropriately reviewing your projects and next actions. !Do: Based on your time, energy and context, make progress on your next actions.

Page 7: Framework Thinking - 7 Frameworks To Skyrocket Your Career

To collect properly, you need as many inboxes as necessary to be sure you capture everything. This can mean a paper notebook on your desk, a

physical inbox for mail, a phone for notes on the run, etc.

Page 8: Framework Thinking - 7 Frameworks To Skyrocket Your Career

Set aside regular times for processing your inbox. For each item in your inbox, use the following workflow, organizing them with the tools indicated.

Is it actionable? NO Throw it Away

File It For Reference

Incubate It someday lists, etc

YESProjects anything with multiple steps

What is the next action?

Do It anything you can do in 2min

Defer It Delegate It keep a “waiting for” list

Calendar date-specific actions

Next Action Lists to do as soon as you can

Page 9: Framework Thinking - 7 Frameworks To Skyrocket Your Career

Once everything is processed and organized, make sure you review frequently. Review your calendar and next action lists throughout the day, and do a

comprehensive review each week. An example weekly review plan is below:

Get Clear • Collect loose papers and materials • Get Inbox to zero • Empty your head

Get Current • Review Action Lists • Review past and upcoming calendar • Review Waiting For list • Review Project (and larger outcome) lists • Review any relevant checklists

Get Creative • Review Someday/Maybe • Be creative and courageous

Page 10: Framework Thinking - 7 Frameworks To Skyrocket Your Career

The obvious purpose of all of this is to DO stuff. You’ll often be doing things in response to specific calendar events, but the purpose of GTD is to make you

focused and productive the rest of the time. Use your next actions list and the following filters to decide what to do at any given moment.

Context Your physical location and the tools you have at your

disposal determine your context. You can’t make phone calls when you don’t have your phone, for example.

Time You can’t do a 2 hour task when you only have 15 minutes.

Energy Some activities require intense focus and energy. You

should do these when your energy levels are at their peak, and do less demanding tasks when you’re energy is lower.

Priority What’s most important?

Page 11: Framework Thinking - 7 Frameworks To Skyrocket Your Career

http://gettingthingsdone.com/

To Learn More, Read This:

Page 12: Framework Thinking - 7 Frameworks To Skyrocket Your Career

THE EMPATHY MAPImmerse yourself in the mind of your customer to make

smarter product and marketing decisions.

FRAMEWORK THINKING sean johnson @intentionally

Page 13: Framework Thinking - 7 Frameworks To Skyrocket Your Career

It’s critical to always keep the needs of the customer top of mind when making product or marketing decisions. The Empathy Map is a collaborative tool for fleshing out a customer’s psychographic profile.

Page 14: Framework Thinking - 7 Frameworks To Skyrocket Your Career

What are they thinking and feeling about their worries and aspirations?

What are they hearing while using our product, from their friends or boss?

What are they experiencing as pain or fear when using our product?

What are they seeing while using

our product in their environment?

What are they experiencing as

positive or gain when using our

product?

What are they saying & doing while using our product in public or in private?

Page 15: Framework Thinking - 7 Frameworks To Skyrocket Your Career

How to use the Empathy Map: • Assemble your team, bringing any secondary or

primary research you’ve already compiled. • For each section of the empathy map, have each team

member add a thought on a sticky note and place it on the map.

• Discuss the collaborative sketch, and consolidate the notes into a cohesive document.

Page 16: Framework Thinking - 7 Frameworks To Skyrocket Your Career

THE LEAN CANVASBusiness plans are static and inflexible. Business is not.

The Lean Canvas helps you go from Plan A to a plan that works.

FRAMEWORK THINKING sean johnson @intentionally

Page 17: Framework Thinking - 7 Frameworks To Skyrocket Your Career

Business plans change. It’s smart to plan for change by turning your plan into hypotheses to be tested and modified based on customer/market feedback. The Lean Canvas helps you do this.

Page 18: Framework Thinking - 7 Frameworks To Skyrocket Your Career

CUSTOMER SEGMENTS Who are the customers you plan on targeting?

UNIQUE VALUE PROPOSITION Why are you different and worth paying attention to?

PROBLEM

What are the top 3 problems your customers have?

SOLUTION

How is the product the solution to those problems?

UNFAIR ADVANTAGE What can’t be easily copied or bought?

KEY METRICS CHANNELS How will you reach your customers?

COST STRUCTURE What are your costs going to be to deliver this solution?

REVENUE STREAMS How will you make money?

There are 9 aspects of the business model canvas. Your goal is to identify and document your hypotheses for each box as succinctly as possible.

Page 19: Framework Thinking - 7 Frameworks To Skyrocket Your Career

CUSTOMER SEGMENTS

UNIQUE VALUE PROPOSITION

PROBLEM SOLUTION UNFAIR ADVANTAGE

CHANNELS

COST STRUCTURE REVENUE STREAMS

KEY METRICS

Once you’ve outlined your hypotheses, you identify which are the most risky. Ask yourself how confident your are with each hypothesis.

Page 20: Framework Thinking - 7 Frameworks To Skyrocket Your Career

CUSTOMER SEGMENTS Secondary market research.

UNIQUE VALUE PROPOSITION Landing pages

Tactical Paid Traffic

Competitive research

PROBLEM

Customer problem interviews

SOLUTION

Customer solution interviews

Prototypes

Beta versions

UNFAIR ADVANTAGE Market research

Intuition

CHANNELS Tactical acquisition campaigns

Competitive research

COST STRUCTURE Tactical acquisition campaigns

REVENUE STREAMS Solution interviews

Pricing page tests

Competitive benchmarks

KEY METRICS Competitive benchmarks

Analytics

Create a test for each hypothesis. Some can be done in a few hours from your computer, while others require “getting out of the building” and talking to customers.

Page 21: Framework Thinking - 7 Frameworks To Skyrocket Your Career

Using the Lean Canvas: • Turn your business plan into a series of hypotheses and plot

them on the canvas. • Rank your hypotheses in order of most risky to least risky -

how confident are you about each of them? • Develop a way to test each hypothesis, and implement. • Revise the canvas based on the results of your experiments. • Repeat.

Page 22: Framework Thinking - 7 Frameworks To Skyrocket Your Career

http://amzn.com/1449305172

To Learn More, Read This:

Page 23: Framework Thinking - 7 Frameworks To Skyrocket Your Career

THE KANO MODELBuild better products by understanding customer needs

and their relationship with your product’s attributes.

FRAMEWORK THINKING sean johnson @intentionally

Page 24: Framework Thinking - 7 Frameworks To Skyrocket Your Career

SATISFIED

DISSATISFIED

NOT IMPLEMENTED FULLY IMPLEMENTED

One axis plots the degree to which you’ve implemented a feature. The other plots how satisfied the customer would be with that feature if implemented well.

Page 25: Framework Thinking - 7 Frameworks To Skyrocket Your Career

SATISFIED

DISSATISFIED

NOT IMPLEMENTED FULLY IMPLEMENTED

MUST HAVE FEATURES

Must have features are those a user wouldn’t notice if implemented, but definitely notice if missing. These must be in your product in order to be considered.

Page 26: Framework Thinking - 7 Frameworks To Skyrocket Your Career

SATISFIED

DISSATISFIED

NOT IMPLEMENTED FULLY IMPLEMENTED

MUST HAVE FEATURES

PERFORMANCE FEATURES

Performance features are those the customer really cares about. They definitely notice the better you are at them. These are usually where you look for your USP.

Page 27: Framework Thinking - 7 Frameworks To Skyrocket Your Career

SATISFIED

DISSATISFIED

NOT IMPLEMENTED FULLY IMPLEMENTED

MUST HAVE FEATURES

PERFORMANCE FEATURES

DELIGHTER FEATURES

Delighter features are those the customer wouldn’t notice if they’re missing, but love when they see them. These create long-term customer loyalty.

Page 28: Framework Thinking - 7 Frameworks To Skyrocket Your Career

Must Have Features: A milk jug that doesn’t leak.

A car that starts. Word processor that saves files.

Performance Features: Simpler file sharing Free photo storage

Faster Internet connection

Delighter Features Free shipping

Bonus item in package Amazing customer support

Page 29: Framework Thinking - 7 Frameworks To Skyrocket Your Career

SATISFIED

DISSATISFIED

NOT IMPLEMENTED FULLY IMPLEMENTED

Keep in mind that needs change over time. A feature that used to be a delighter eventually becomes a must have (free email, for example.)

Page 30: Framework Thinking - 7 Frameworks To Skyrocket Your Career

Using the Kano Model: • Address all must have features. But… • Determine whether they're actually must haves. Customers aren’t

always sure what they need. • Spend the majority of your time innovating on performance

features. That’s where you win the business. • Look for ways to unexpectedly delight customers since those will

drive long-term loyalty and word of mouth.

Page 31: Framework Thinking - 7 Frameworks To Skyrocket Your Career

THE CUSTOMER FUNNELDiscover the key levers for driving growth in a business by

understanding the components of the customer relationship.

FRAMEWORK THINKING sean johnson @intentionally

Page 32: Framework Thinking - 7 Frameworks To Skyrocket Your Career

The Customer Funnel is great for focusing marketing activities on things that will influence the 5 phases of the customer lifecycle.

Page 33: Framework Thinking - 7 Frameworks To Skyrocket Your Career

Acquisition: driving people to your site from various channels. !Activation: getting them to sign up and have a great first experience. !Retention: getting them to come back. !Referral: getting them to tell their friends. !Revenue: engaging in some form of revenue-generating activity.

Page 34: Framework Thinking - 7 Frameworks To Skyrocket Your Career

Most companies focus their energy on the top and bottom of the funnel, and don’t spend as much time or energy manipulating the middle. But the middle is

where big gains can often be made much faster and for far less money.

Page 35: Framework Thinking - 7 Frameworks To Skyrocket Your Career

There are various strategies and tactics you can use at each stage of the funnel…

Page 36: Framework Thinking - 7 Frameworks To Skyrocket Your Career

And different metrics you need to pay attention to at each stage to monitor performance.

Page 37: Framework Thinking - 7 Frameworks To Skyrocket Your Career

You can improve your funnel by working in sprints, identifying the metric you want to improve, creating experiments, and measuring results.

Page 38: Framework Thinking - 7 Frameworks To Skyrocket Your Career

How to Use The Customer Funnel: • Identify what customer behavior matters for each stage of

your customer funnel. • Get baseline data, and identify bottlenecks. • Create some hypotheses for influencing the metric you want

to improve. Rank by level of effort, cost and potential impact. • Implement the experiment and track the results. • Repeat.

Page 39: Framework Thinking - 7 Frameworks To Skyrocket Your Career

https://www.udemy.com/the-ultimate-guide-to-funnel-optimization/

To Learn More, Watch This:

Page 40: Framework Thinking - 7 Frameworks To Skyrocket Your Career

FRAMEWORK THINKING sean johnson @intentionally

THE FOGG BEHAVIOR MODELHow to create more persuasive products and experiences.

Page 41: Framework Thinking - 7 Frameworks To Skyrocket Your Career

HARD TO DO

HIGH MOTIVATION

According to the Fogg Behavior Model, there are three elements necessary to create behavior change: motivation, ability and the appropriate trigger.

LOW MOTIVATION

EASY TO DO

ACTIVATION THRESHOLD

TARGET BEHAVIOR

TRIGGERS FAIL HERE

TRIGGERS WORK HERE

Page 42: Framework Thinking - 7 Frameworks To Skyrocket Your Career

Pleasure and Pain Will doing this action bring me immediate

pleasure or avoid immediate pain? !

Hope and Fear Will this action lead to a positive future outcome for me, or avoid an undesirable

future outcome? !

Social Acceptance or Rejection Will this action make me more accepted

in my community, or prevent me from being rejected by them?

If you can sufficiently increase motivation, people are willing to do even difficult things. 6 factors you can leverage to increase motivation:

Page 43: Framework Thinking - 7 Frameworks To Skyrocket Your Career

Time: Can I do this quickly?

Money: Is this expensive or inexpensive?

Physical Effort: Is this physically difficult to do?

Brain Cycles: Does this require me to think really hard?

Social Deviance: Do I have to break standard societal norms to do this?

Routine: Does this require me to adopt a new routine?

Similarly, if you can increase ability by identifying the barriers preventing someone from taking action, you dramatically increase the

likelihood of your desired result. The factors driving ability include:

Page 44: Framework Thinking - 7 Frameworks To Skyrocket Your Career

Sparks: For people with low motivation but high ability. This trigger includes a motivation-

based element to increase motivation and take action that moment. !

Facilitators: For people with motivation but not ability, facilitators make the desired task easier

to do in that moment. !

Signals: If motivation and ability are both sufficiently high, you simply need to provide the proper signal to remind them to take the desired behavior at the appropriate time.

Finally, by deploying the appropriate trigger at the right time, to create the catalyst that drives your desired behavior. There are three triggers

you can deploy, depending on the relationship the user has between motivation and ability.

Page 45: Framework Thinking - 7 Frameworks To Skyrocket Your Career

http://amzn.com/1558606432

To Learn More, Read This:

Page 46: Framework Thinking - 7 Frameworks To Skyrocket Your Career

THE LIFT MODELA systematic framework for identifying and prioritizing

conversion optimization opportunities.

FRAMEWORK THINKING sean johnson @intentionally

Page 47: Framework Thinking - 7 Frameworks To Skyrocket Your Career

Conversion Optimization is about more than tactics and tips. You can change the color of your button, but without a higher level of thinking you’ll likely miss larger opportunities to improve. The LIFT Model helps you think about conversion more meaningfully.

Page 48: Framework Thinking - 7 Frameworks To Skyrocket Your Career

Value Proposition: The promise you make to customers. The most important factor. !CONVERSION DRIVERS

Relevance: Is this what the visitor thought they were going to see? !Clarity: Is it clear what action you want them to take? !Urgency: Is there a reason they should take action now? !CONVERSION INHIBITORS

Anxiety: Are you doing anything to give the user pause about taking the next step? !Distraction: Are you doing anything to divert the user’s attention from the action you want them to take?

Page 49: Framework Thinking - 7 Frameworks To Skyrocket Your Career

The LIFT Model lets you look at your pages from each lens, identifying ways to remove conversion blockers and leverage conversion drivers more effectively.

45.5% IMPROVEMENT

Page 50: Framework Thinking - 7 Frameworks To Skyrocket Your Career

How to use the LIFT Model: • Identify a page you’d like to improve and evaluate it

using each of the factors in the LIFT Model. • Create hypotheses for improving the page using

your findings. • Implement the experiment and track the results. • Repeat.

Page 51: Framework Thinking - 7 Frameworks To Skyrocket Your Career

http://www.youshouldtestthat.com/

To Learn More, Read This:

Page 52: Framework Thinking - 7 Frameworks To Skyrocket Your Career

WHAT OTHER FRAMEWORKS SHOULD PEOPLE LEARN ABOUT?

Leave them in the comments on SlideShare, or send them to me on Twitter at @intentionally

FRAMEWORK THINKING sean johnson @intentionally