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Note: Please read the speaker notes as you view the slides for best experience. This is a talk I delivered to the Silicon Valley Product Management Association on December 7th, 2011. It covers the pitfalls of common product management/design tools, processes, and assumptions and offers three alternate approaches to allow for great products. There are many examples included in this presentation: JetBlue, re.vu, Mint, EnerNOC, Blue Oasis Shrimp, Angie's List, Jazzercise, and Nest.
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The Tyranny of Benchmarking
Mike Hardinghttp://re.vu/mikeharding
follow: @mah1
© 2011 Mike Harding – All Rights Reserved
why do products fail?
market dynamics
market dynamics
competition
market dynamics
competition
technology
market dynamics
competition
technology
positioning
tools
tools process
tools process
assumptions
tools
assumptions
process
MarketRequirements
MarketRequirements
ProductDefinition
MarketRequirements
ProductDefinition
ProductDevelopment
MarketRequirements
ProductDefinition
ProductDevelopment
Ship it!
assumptions
processtools
leaders
laggards visionaries
challengers
vision
exec
utio
n
Name hidden
Benchmarking is the process of comparing one's business processes and performance metrics to industry bests.
processtools
assumptions
target market
customer input
competition
differentiation
target market
customer input
competition
differentiation
✓
target market
customer input
competition
differentiation
✓
✓
target market
customer input
competition
differentiation
✓
✓
✓
target market
customer input
competition
differentiation
✓
✓
✓
✓
tools process
assumptions
assumptions
processtools
FAIL!
not
one
instance
zero.
zero. nada.
zero. nada. zilch.
why doesn’t it work?
MarketRequirements
MarketRequirements
Name hidden
MarketRequirements
Name hidden
MarketRequirements
CustomerResearch
CustomerResearch
customers lie
CustomerResearch
Benchmarking
Benchmarking
vision
exec
utio
n
leaders
laggards visionaries
challengers
A
B
C
E
D
F
U
Benchmarking
vision
exec
utio
n
leaders
laggards visionaries
challengers
A
B
C
E
D
F
U
Benchmarking
vision
exec
utio
n
leaders
laggards visionaries
challengers
A
C
E
D
F
U
Benchmarking
Benchmarking
Assumptions
target market
customer input
competition
differentiation
X
target market
customer input
competition
differentiation
X
X
target market
customer input
competition
differentiation
X
X
X
target market
customer input
competition
differentiation
X
X
X
X
assumptions
processtools
FAIL!
what does better look like?
A change in perspective is worth 80 IQ points.
- Alan Kay
BestImaginable
Product
BestImaginable
Product
Designas a
Product
BestImaginable
Product
Selfas a
Customer
Designas a
Product
BestImaginable
Product
BestImaginable
Product
BestImaginable
Product
What is the best imaginable experience possible?
BestImaginable
Product
BestImaginable
Product
BestImaginable
Product
BestImaginable
Product
BestImaginable
Product
BestImaginable
Product
BestImaginable
Product
BestImaginable
Product
BestImaginable
Product
what are you trying to accomplish?
BestImaginable
Product
BestImaginable
Product
is it best imaginable?
BestImaginable
Product
BestImaginable
Product
BestImaginable
Product
?
BestImaginable
Product
what are you trying to accomplish?
BestImaginable
Product
Designas a
Product
when is the last time you heard this about a hotel?
Designas a
Product
I love you, I love you, I love you!
Designas a
Product
I never met an Ace Hotel that I didn't like and so far I've
met 3 out of 4 of them.
Designas a
Product
My room came with a guitar which made me excited -
"Look, I could play a guitar!”
Designas a
Product
loved the vintage feel but VERY clean and everything
done RIGHT.
Designas a
Product
This place is not just for hipsters darlings. We are 25 years too old for such a label and loved every little thing about our stay here!
Designas a
Product
LOVE LOVE LOVE The Ace in NYC.
Designas a
Product
For under $100/night, you can get a great room in the heart of the Pearl District.
Designas a
Product
Ace Hotel Portland is very Portland. And by "Portland" I mean weird. In a good way.
Designas a
Product
It doesn't get better than the Ace!
Designas a
Product
Designas a
Product
Designas a
Product
Designas a
Product
Designas a
Product
Designas a
Product
Designas a
Product
Designas a
Product
Designas a
Product
Designas a
Product
Designas a
Product
Selfas a
Customer
Selfas a
Customer
Selfas a
Customer
Selfas a
Customer
Selfas a
Customer
Selfas a
Customer
Selfas a
Customer
Selfas a
Customer
Selfas a
Customer
Selfas a
Customer
Selfas a
Customer
Selfas a
Customer
Selfas a
Customer
Selfas a
Customer
Selfas a
Customer
Selfas a
Customer
Selfas a
Customer
Selfas a
Customer
Selfas a
Customer
HR Professionals:Yuck, breaks my tools!(but I’d contact anyway)
Selfas a
Customer
HR Professionals:Yuck, breaks my tools!(but I’d contact anyway)
Candidates:When can I create my re.vu?
Selfas a
Customer
HR Professionals:Yuck, breaks my tools!(but I’d contact anyway)
Candidates:When can I create my re.vu?
Hiring Managers:Wish more candidates would
use this sort of resume.
Selfas a
Customer
Selfas a
Customer
re.vu user growth 2011
which do you prefer?
let’s see some more examples
example 1
example 2
example 3
example 4
example 5
example 6
escape
perspectiveescape
experiment
perspectiveescape
experiment
perspectiveescape
SUCCEED!
aspire to design GREAT products
Thank You!
The Tyranny of Benchmarking
http://re.vu/MikeHardingfollow: @mah1
© 2011 Mike Harding – All Rights Reserved
