Growtalk Product Strategy, Michael Tippett, Director New Products, Hootsuite Labs

Create a Dead Simple Process for Building Great

Product

@mtippett tippett.org #GROWtalks

UnchartedTerritory

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Greetings, people of India.

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What You Need for Your Voyage

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Navigational Toolsvs

Playbooks & Recipes

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Corporate Startup

New Space Existing Space

High Growth Indie

1. Know Your Environment

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Range - What’s Your Runway?

Speed - How Fast Can it Go?

Crew - How Good are They?

2. Know Your Vessel

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Economics

Distribution

Competition

3. Know Your Market

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Features

Benefits

Usage

4. Know Your Product

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When Does it End?

What Does the End Look Like?

What are the Odds?

5. Know How it Ends

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EnvironmentVesselMarketProduct

End Game

Know

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Navigational Hacks

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Discover Customer Needs

Ideate & Build

Launch

Product Meets Market

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Jobs to be Done

“People don’t want a quarter-inch drill, they want a quarter-inch hole.”

Theodore Levitt

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Ask What Jobs Need to be Done

Rank and Order

Cut off when MVP

Discover Customer Needs

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Jobs to be Done

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SustainingTechnology

DisruptiveTechnology

Customer Demand

For Performance

Time

Perf

orm

ance

Disruptive Technology#GROWtalks

LOW

Sat

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HIG

H

LOW Importance of Outcome HIGH

We should focus only on things that are of highest importance.

But only if the current market solutions are not appropriate.

This can be measured using levels of satisfaction.

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LOW

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HIG

H

LOW Importance of Outcome HIGH

Over Served: Ripe for disruption through cost reduction

Poorly Served: Ripe for new value creation

AppropriatelyServed

Google Docs

AirBnB

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What’sNext?

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Thanks!

@mtippett mike@tippett.org