31
Guerilla NPD Battling Bigger And Better- Resourced Competitors (and Winning) Your Brad Barbera Voice of the^Customer Summit June, 2009 X Please Note: The slides for this presentation are primarily graphical in nature. To fully understand the presentation, it is best to download it, open it up in PowerPoint, and view it in the "Notes View" format. Full speaker's notes are included there, explaining what was discussed in each slide.

Guerilla New Product Development

Embed Size (px)

DESCRIPTION

Presented at the Voice of Your Customer Summit, Chicago, June 2009 Describes methods by which product development teams can overcome resource constraints to successfully deliver innovations that consumers need, by applying historical lessons from guerrilla warfare. To fully understand the presentation, it is best to download it, open it up in PowerPoint, and view it in the "Notes View" format. Full speaker's notes are included, explaining what was discussed in each slide.

Citation preview

Page 1: Guerilla New Product Development

Guerilla NPD

BattlingBigger

AndBetter-Resourced

Competitors(and Winning)

YourBrad Barbera Voice of the^Customer Summit June, 2009X

Please Note: The slides for this presentation are primarily graphical in nature. To fully understand the presentation, it is best to download it, open it up in PowerPoint, and view it in the "Notes View" format. Full speaker's notes are included there, explaining what was discussed in each slide.

Page 2: Guerilla New Product Development

Introduction to Fellowes

MISSION:to provide innovative workspace solutions to help people work more securely, comfortably and confidently.

FOUR CORE VALUES:• Integrity• Teamwork• Passion• Initiative

Family-ownedFounded in 1917Operations in 15 countriesEmploying 2500+ worldwide

Named one of "Chicago's 101 Best and Brightest Companies to Work For" in 2007

Page 3: Guerilla New Product Development

Agenda

• Guerilla TacticsIn political conflictApplication to Product DevelopmentApplication to VoC in particular

• Real Life Examples

• Key Lessons Learned

Page 4: Guerilla New Product Development

CONTROVERSYAHEAD!

Warning!

“Guerrilla warfare has been practiced throughout the ages as a method…

to overcome the strength of an enemy through an unconventional form of warfare.”

~Major Johnie Gombo, USMC

Page 5: Guerilla New Product Development

Theory: Political Conflict

Phases of Guerrilla WarfarePhase I• Development of local support

Phase II• Guerrilla Combat

Phase III• Transition to conventional force

Page 6: Guerilla New Product Development

Application

So How Does This Apply to NPD?

Phase I• Development of support

Phase II• Guerrilla Product Development

Phase III• Transition to conventional methods

Page 7: Guerilla New Product Development

Theory: Build Support

SUPPORT IN Guerrilla WarfareWhat?• Personnel• Medical Care• Food• Intelligence• Weapons• Safe Haven

How?• Vision• Defined Success• Returns

Page 8: Guerilla New Product Development

Application

So How Does This Apply to NPD?

What?• Personnel• Training• Time• Information• Safe Haven

How?• Vision• Defined Success• Returns on Investment

Page 9: Guerilla New Product Development

Theory: Select and Train Personnel

“The more the enemy extends himself, the greater is the effect of arming the people…like a slow gradual fire, it destroys the base of the enemy force.”~Karl von Clausewitz

personnel IN Guerrilla Warfare

Page 10: Guerilla New Product Development

Application

Basic qualifications of guerilla product developers:

Empathy

Passion

Resilience

Resourcefulness

Awareness

“Starter” personalities

So How Does This Apply to NPD?

Picture courtesy www.veer.com

Page 11: Guerilla New Product Development

Application

Personnel Must be Armed

• Available Resources

• External Resources

ARMS IN Guerrilla Warfare

Page 12: Guerilla New Product Development

Application

•Time

So How Does This Apply to NPD?

•Training

Page 13: Guerilla New Product Development

Theory: Tactics

• Mobility

• Security

• Time

• Doctrine

TACTICS IN Guerrilla Warfare

Page 14: Guerilla New Product Development

Application

• Mobility Niches Rapid Response Scenario Planning

• Security Safe haven Closeness to customers Selectivity

• Time

• Doctrine Empathy/connection Celebration/Esprit de Corps

So How Does This Apply to NPD?

Page 15: Guerilla New Product Development

Real Life Experiences

Deck Sealing

Page 16: Guerilla New Product Development

Real Life Experiences

Viva Las Vegas

Page 17: Guerilla New Product Development

Real Life Experiences

Take it to the Bank

Page 18: Guerilla New Product Development

Real Life Experiences

“Power User Group”

Page 19: Guerilla New Product Development

Real Life Experiences

Fits Like a Glove

Page 21: Guerilla New Product Development

Real Life Experiences

Creating a Monster

Page 22: Guerilla New Product Development

Lessons Learned

Guerrilla NPD in Use

Page 23: Guerilla New Product Development

Lessons Learned

QFD as a Guerrilla Weapon

Page 24: Guerilla New Product Development

Lessons Learned

Importance of “Doctrine”

Page 25: Guerilla New Product Development

Lessons Learned

1) Different data quality

2) Steep learning curve

3) Legal Cautions

4) Not a free lunch

5) Guerrilla Support Network

Page 26: Guerilla New Product Development

Appendices

Tools Resources Contact Information

Page 27: Guerilla New Product Development

ToolsFellowes DIY Ethnography Guidelines

 Purpose: In the pursuit of both cost savings and market information, Fellowes Office Productivity will be engaging in market research activities without the assistance of an outside, third-

party research firm. We will be engaging in the preparation, recruiting, execution, and analysis of a variety of types of market research, including ethnography (on-site observational and interactive research with “real world” product users and purchasers). These guidelines are being established to ensure understanding of proper research techniques, and responsibilities of the Fellowes staff researchers in conducting such research.

 Risks: When out in the field doing research, always bear in mind that you represent Fellowes. All conduct and speech should be filtered through that consideration. When we do the recruiting and

observation ourselves, we bear more of a liability burden than when the research is conducted by an outside firm. 

Fellowes can be held legally liable for issues that occur while you are in the process of conducting research on outside business sites. Such liability can include, but is not limited to:Protection of the outside business’ confidential information that you may learn during your observationsDisciplinary action taken against an employee who participates in your research (e.g., one who accepts compensation against employer policy, or who agrees to participate without employer approval)Injuries suffered by those participating in the study (e.g. medical expenses, worker’s compensation, lost time, etc.)Property damage resulting from the observations

 In summary, pay close attention to what is going on around you during the observation to ensure that you are sensitive to such issues that may arise. Remember that you are a guest in their facility, and must comply with their rules and wishes.

 Responsibilities: Preparation

Explain the purpose and protocol to the appropriate approvers in the organization to be observed. Ensure that the highest levels of that organization understand what you will be doing and how you will be doing it before the visit. Clear approval from such an executive-level manager is important.

Introduce yourself to both those to be observed and those who must give their approval immediately upon arrival. Answer any questions they may have, and identify any concerns specific to your presence that you will need to address.

PaperworkConsent must be given by all individuals involved in the observation and interviews. To ensure clear understanding of what they are consenting to, have each person sign a consent form explaining

the purpose and methodology of the research.Confidentiality is important to both Fellowes and the company being visited. Ensure that a non-disclosure agreement is signed by everyone involved in the research, including the supervising manager

that gave approval. 

SensitivityBe aware of time – stick to promised times as closely as possible, whether for arrivals, length of interviews, meeting schedules, etc. Be aware of your presence – be as inconspicuous as possible; be conscious that your presence may draw attention that is undesirable for the business environment, and try to minimize distractions –

it’s OK (and good) to ask questions, but not to be a nuisance.Be aware of their business needs – running their business is their priority. Pay attention to customers, work processes, phone conversations, etc., and avoid any interruptions. If anyone becomes

uncomfortable with the research, honor their requests to discontinue or modify how it is being conducted to better meet the needs of their business activities.Be aware of the resources of time and effort that the business is giving to you. Express gratitude and provide appropriate compensation as has been arranged.

 Tips: Imperatives for successful ethnographic research:

Effective observation is critical to successful ethnography. You must have an open and exploring mind. Don’t take things for granted and check your assumptions at the door.Look for the “overlookable” detailsWhen interviewing, build rapport with the person you are interviewing

 

 

Page 28: Guerilla New Product Development

Tools

Consumer Research Permission Form

Page 29: Guerilla New Product Development

Recommended Resources - Books

Guerrilla Marketing by Jay Conrad Levinson

A good demonstration of how guerrilla principles apply to business

Doing Anthropology in Consumer Researchby Patricia Sutherland and Rita DennyHow to apply serious academic principles to your observational skills

What Customers Want by Anthony Ulwick

Strong summary of outcome-driven innovation, with excellent guerrilla tools

Beyond Listening by Bonnie Goebert

Good primer on learning from consumers

How Customers Think by Gerald Zaltman

Insight into how the brain works, how decisions are made, and getting in the mind of your customers

Page 30: Guerilla New Product Development

Recommended Resources - Web

Information on the ethics of ethnographic researchhttp://www.aaanet.org/committees/ethics/ethics.htm

Consumer product feedback sites

http://www.epinions.com/http://www.consumersearch.com/http://www.buzzillions.com/

Professional product review sites

http://www.consumerreports.org/cro/index.htmhttp://www.cnet.com/

Prediction markets and Securities Trading on Concepts Information

http://www.biz.uiowa.edu/IEM/http://www.ideosphere.com/fx/index.htmlhttp://papers.ssrn.com/sol3/papers.cfm?abstract_id=1163442http://hanson.gmu.edu/PAM/Conf-6-11-02/Presentations_files/Dahan.pdf

Low cost, Do-It-Yourself Surveys

http://www.surveymonkey.com/http://www.zoomerang.com/

Page 31: Guerilla New Product Development

Contact Information

[email protected]• http://www.linkedin.com/in/bradbarbera• www.BradBarbera.com• http://twitter.com/innov8liberty

A complete copy of this PowerPoint presentation, including speaker’s notes, will be available for download on my website following the conference.