Learning from Product Failure to Achieve New Product Success

Learning from Product Failure to Achieve New Product Success!

Carlton Nettleton (@carlton858) Jason Tanner (@jasonbtanner)

What you will learn today

What is value proposition design?

How do I create a customer profile?

What are Innovation Games®?

How do I use Innovation Games® to understand customer and market needs?

How will I apply what I learned today at work?

When do I get the free books?

Scrum Alliance Certification Program

Certified Enterprise

Coach

Certified ScrumMaster

Certified Scrum

Developer

Certified Scrum

Professional

Certified Scrum Trainer

~384000

~4100

~4600

~10

~200

Certified Team Coach

~90

Certified Product Owner

~84000

63

20

13

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Value Proposition Design

Business Model Canvas

from Strategyzer

Jobs

Gains

Pains

Customer Profile

from Strategyzer

Customer Profiles May 2015

ScrumMaster Profile Results May 2015

Jobs Pains GainsImpediment removal\remove

roadblocksMy manager only wants me to

do SM 10% of my timeDistinguish from the CSM

masses

One-on-one coaching Time for self-study Credibility

Training Lots of work for unknown gain\I can’t imagine a gain

Bring me closer to my CEC\CST goal

Conflict resolution No employer knows CSP More respect

Standardize Agile\Scrum in the entire company

Finding time -> not work time, not family time

Better able to contribute to our Agile journey

Help pilot projects doing Scrum Lack of clear path\information Job Opportunities

Scrum ceremonies Time to fill out form\applicationMore marketable outside the

company

Minimize distractionsGetting credits & maintaining

creditsEncourages continuous

learning\growing my expertise

Value Map

Products & Services

Pain Relievers

Gain Creators

from Strategyzer

Value Map June 2015

PRODUCTS & SERVICES • Consulting • Mentoring • User stories class • Intro to Scrum class • Facilitation class • Crucial Conversation skills class • SIMSOC class • Planning & Estimating class • Lift-off class • Network of peers • Agile San Diego • Scrum Day San Diego • LFC Blog • Personal Agile library • Experience with Accelerated Learning

PRODUCTS & SERVICES (CONTINUED)

• Sense Making Model • Coaching Model • Agile Product Planning • Collaborative Roadmapping • Large Scale, Distributed Retrospectives • Market Research • Scaled Agile Framework • Agility Assessment • Product Management Assessment

(including Product Owners) • Competency Models for ScrumMasters

& Product Owners • Facilitation Guidance

Value Map June 2015

PAIN RELIEVERS • Advice is based on 10+ years of

experience • New practices & skills to help my career • Confidence that solutions will work • Path to the next step in my career • Avoid common mistakes made by others • Faster advancement to a skilled

practitioner • Not feeling alone • Guidance on my CSP application • Complete program to become CSP • Trainer endorsed by the Scrum Alliance

(trusted provider) • Fast program • Response to organizational politics • Help dissatisfied co-workers

PAIN RELIEVERS (CONTINUED) •Interactive training •Real mentoring •Meets my specific needs

Value Map June 2015

GAIN CREATORS • Excellent instruction • Network of peers in my community • Not just sitting in a classroom • Path to CSC or CST • More money • Greater connection to the Scrum\Agile

community • Do not have to travel to participate • Easy to purchase the entire package • Guarantee the CSP program will

complete • Guidance & mentoring from the

instructors • Diversity of perspectives from

experienced practitioners

GAIN CREATORS (CONTINUED)

•Build a great Team in my office •Happier stakeholders satisfied with

Scrum •Sense of moving somewhere exciting

with my career •More leadership opportunities •Achieve certification goal •Master new skills •Learn new techniques •Grow professionally •Structured journey

Questions?

Form Customer Segments

1) Self-organize into groups of 6 to 9 people based on these roles.

ScrumMaster

Team member

PRODUCT OWNER

MANAGER

Agile Coach

other

2) Open the brown envelope on the table - inside are three packs of stickies, a one-page description of a Customer Profile (one for everyone) and trigger questions.

Your Materials

+ +

Build Customer Profiles

3) Receive a Customer Profile drawing from the front of the room and label with your customer segment type.

4) Identify jobs (pains or gains) with stickies - one per stickie - for 10 minutes.

Jobs Pains Gains

•functional •social •personal

•problems •obstacles •risks

•required •expected •desired

Rank Jobs, Pains & Gains

5) Prioritize the jobs (pain or gains) using this scale.

Important

Insignificant

Extreme

Moderate

Essential

Nice to Have

Questions?

“…serious games that power innovation by enabling you to better understand your customers.”


Me & My Shadow

The ApprenticeSpider Web

Give Them A Hot Tub

Start Your Day20-20 Vision Remember The Future

Product Box

Prune the Product TreeShow & Tell Buy A Feature

Speed Boat

Looking for Fit

1. Problem-solution fit

2. Product-market fit

3. Business model fit

from Strategyzer

Build a prototype of the landing page

Attention: Certified ScrumMasters and Product Owners Who Want To Increase Opportunities, Credibility and Expertise.

Did you know that Certified Scrum Professionals (CSP) can earn $35,000 more than CSM and $20,000 more than PMP?

This is a huge opportunity just waiting for you! While there are over 360,000 of CSM and CPO today, less than 1% take the next step to become a CSP. Why don’t you take that

next step with a complete program focused on your success?

Finally! A Fast Way to Get to the Next Level of Scrum Certification with Advanced Education, Peer-to-Peer

Collaboration and Expert Guidance!

In just four short months, master the skills and knowledge needed to successfully take your team and organization to the next level with Scrum & Agile by completing the CSP Fast

Track…

“Thank God! Someone needs to do something.”

“I'm curious as to the content of the classes.”

“Pretty smart idea, you are creating clarity in a murky and untapped area.”

“Your marketing approach has a sheen of car salesman to it --

I get a yucky feeling.”

Build the CSP Fast Pass site

CSP Fast Pass value proposition

“The site is awesome. Intensely jealous.”

“Love the landing page, especially above the fold.”

“I like the crisp, clear objective/goal of CSP FastPass.”

“If my employer offered to pay for it, I would attended.”

“No, not for me, because I read a lot and attend professional meetings.”

“When does this program start?”

“What are the classes?”

“Will you offer this in London?”

“I don’t believe in certifications.”“Do I have to do the whole program?”

“How much travel is involved?”

“How much?”

1) Open the brown envelope on the table - inside are twelve pre-printed index cards, a one-page description of the all the games (one for everyone) and a mission.

2) Take eight minutes to discuss and select two Innovation Games®

that would give you data to complete your mission.

Design Challenge #2

lectus cras lectus cras lectus cras Mission+ +

Questions?

Great value propositions…

1) Are embedded in great business models. 2) Focus on the jobs, pains and gains that matter most to the

customers. 3) Focus on unsatisfied jobs, unresolved pains and unrealized gains. 4) Target few jobs, pains and gains, but do so extremely well. 5) Go beyond functional jobs and address emotional and social jobs. 6) Align with how customers measure success. 7) Focus on jobs, pains and gains that a lot of people have or that

some will pay a lot of money for. 8) Differentiate from competition on jobs, pains and gains that

customers care about. 9) Outperform competition substantially on at least one dimension. 10) Are difficult to copy.

from Strategyzer

Free Stuff

www.cspfastpass.com [email protected] [email protected]

Customer Pains Trigger Questions

•How do your customers define too costly? Takes a lot of time, costs too much money or requires substantial effort?

•What makes your customers feel bad? What are their frustrations, annoyances or things that give them a headache?

•How are current value propositions underperforming for your customers? Which features are they missing? Are there performance issue that annoy them or malfunctions they cite?

•What are the main difficulties and challenges your customers encounter? Do they understand how things work, have difficulties getting certain jobs done or resist particular jobs for specific reasons?

•What negative social consequences do they encounter or fear? Are they afraid of a loss of face, power, trust or status?

•What risks do your customers fear? Are they afraid of financial, social or technical risks or are they asking themselves what could go wrong?

•What’s keeping your customers awake at night? What are their big issues, concerns and worries?

•What common mistakes do your customers make? Are they using the solution the wrong way? •What barriers are keeping your customers from adopting a value proposition? Are there

upfront investment costs, a steep learning curve or other obstacles preventing adoption?

from Strategyzer

Customer Gains Trigger Questions

•Which saving would make your customers happy? Which saving in terms of time, money and effort would they value?

•What quality levels do they expect and what would they wish for more or less of? •How do your current value propositions delight your customers? Which specific features

do they enjoy? What performance and quality do they expect? •What would make your customers’s jobs or lives easier? Could there be a flatter

learning curve, more services or lower costs of ownership? •What positive social consequences do your customers desire? What makes them look

good? What increases their power and status? •What are customers looking for most? Are they searching for good design, guarantees,

specific or more features? •What do customers dream about? What do they aspire to achieve or what would be a

big relief for them? •How do your customers measure success and failure? How do they gauge performance

or cost? •What would increase your customers’s likelihood of adopting a value proposition? Do

they desire lower cost, less investment, lower risk or better quality?

from Strategyzer

Our SuggestionsInnovation Game® Product-

Solution FitProduct-

Market FitBusiness Model Fit

Remember the Future X XPrune the Product Tree X XProduct Box XSpider Web XStart Your Day XBuy a Feature X XMe and My Shadow X XShow and Tell XThe Apprentice XGive Them a Hot Tub X XSpeed Boat X X20\20 Vision X X

Learning from Product Failure to Achieve New Product Success

Technology

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