Product Strategy and Jobs to be Done - kickoff 30th March 2017

VISIONSTRATEGY

80%EFFORT

V I S I O NSTRATEGY

80%IMPACT

1997 2003 2004

2016 2016 2016

LEVITT

CHRISTEN

SEN

DEMING

ULWICK

KLEM

ENT

MOESTA

Build the right thing

Build the thing right

versus

Build the right thing

Build the thing right

versus

The 9x Challenge The (very hard) problem of new product adoption

• >80 per cent of people’s time is spent in just three apps. • The top 8 mobile apps are owned by just 2 companies:

Google and Facebook. • 50% of people in the USA download zero new apps per

month.

“Innovation should demonstrate a relative advantage over other options, ideally including the technology currently used for the task. Better technologies will be adopted, plain and simple. ” - Everett Rogers

Prospect Theory

• Outcomes are judged in terms of 'gains' & 'losses.' • Gains and losses are relative • "Losses loom larger than gains." (Loss aversion)

Prospect Theory

3x

Endowment Effect

Time

• Accept resistance (Dig in for the long haul / Be 10x better)

• Minimise resistance (Map against existing options, target new segments, find niche believers)

What can product developers do?

“Think of any night you did not watch Netflix,” he said. “We compete with drinking a bottle of wine. That’s a particularly tough one.” - Reed Hastings

"When someone signs up for a product, they’re expressing a sense of hope — a hope that their life will be improved with that particular product in it." - Samuel Hulick