Clynton TaylorClynton Taylor

Lean Insights,Big Impact

Clynton Taylor

Out of toilet paper? Send a tweet.

Clynton Taylor

The world is changing faster today than at any time in history.

Clynton Taylor

The world according to the latest generation, Gen Z.

Clynton Taylor

Hong Kong has always been part of China.9/11 has always been in the textbooks.

Napster has always been legal.Y2K is a meaningless term.

Netflix has always existed. The weird sounds from dial-up? What?

Clynton Taylor

We’re living in an increasingly VUCA world.

Clynton Taylor

VolatilityUncertaintyComplexityAmbiguity

Clynton Taylor

The world is littered by dead companies. Companies that didn’t adapt.

Clynton Taylor

Kodak neglected to listen to consumers’ desire for digital cameras, and is only a shell of its former self now.

Clynton Taylor

Blackberry lost nearly $6 USD billion in fiscal 2014.

Clynton Taylor

Blockbuster went from 9000+ stores in its prime to only a handful today.

Clynton Taylor

With so much change, how are companies to survive, let alone thrive?

Clynton Taylor

Strategy born from customer experience is more likely to lead to sustained success.

Clynton Taylor

Companies that foster meaningful relationships with customers outperform the stock market by 120%.From Havas Media Study

Clynton Taylor

There are 3 different types of experiences.

Clynton Taylor

Meaningful

Emotional

Functional$

$$$

Clynton Taylor

Companies that create meaning in people’s lives enjoy more loyalty, higher margins, and ultimately bigger profits.

Clynton Taylor

So how do you figure out what experiences people will want?

Clynton Taylor

This takes deep insight into what people desire.

Clynton Taylor

But in a rapidly changing world, getting to insights quickly is what’s important.

Clynton Taylor

We can borrow a page from the Lean Startup playbook.

Clynton Taylor

Lean insights is the ability to quickly figure out what customers want, building on learnings through an iterative process.

Clynton Taylor

6 Principles of Lean Insights

1 Spend time with your customers.

"You cannot discover new oceans unless you have the courage to lose sight of the

shore."--Andre Gide

Clynton Taylor

Warby-Parker keeps close to customers by putting the showroom under their offices.

Clynton Taylor

2 Use friends and family.

6 Principles of Lean Insights

Clynton Taylor

Dove discovers unmet needs from an employee’s wife, creates a line of new hair care products.

Clynton Taylor

3 Ask multiple whys.

6 Principles of Lean Insights

Clynton Taylor

Target shops with teens and gains an insight worth $8B USD.

Clynton Taylor

4 Prototype quickly and often.

6 Principles of Lean Insights

Clynton Taylor

Kimberly Clark uses the shopping channel QVC to identify the message that pays.

Clynton Taylor

5 Embrace extreme users.

6 Principles of Lean Insights

Clynton Taylor

Swingline Staples refines a product line by using airline desk agents as testers.

Clynton Taylor

6 Don’t wait for approval, go!

6 Principles of Lean Insights

Clynton Taylor

An HP designer goes rogue to work with engineering and create prototypes.

Clynton Taylor

1 Spend time with your customers.

Use friends and family.

Ask multiple whys.

Prototype quickly and often.

Embrace extreme users.

Don’t wait for approval, go!

23456

6 Principles of Lean Insights

Clynton Taylor

Clynton Taylor

t

in@Clynton

/in/Clynton

Thank you.