TOFI August 31, 2015 Product: Young

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1© 2013 Architelos and/or its affiliates. All rights reserved.

Michael Young, CTO

“The Road to Product”

-Tell me where it hurts-



© 2013 Architelos and/or its affiliates. All rights reserved. 2

Why pain really does matter,…..

•

It’s not about me, it’s about you,….

• Life is actually a Dilbert cartoon

• Paying for Pain, Pleasure comes for free

• Be wary of the forks in the Road

• Foundations count

•

Researching Truth not JustificationsBut first, a bit about Architelos:




• Founded in 2011 with Locations in CA, VA, Toronto and Dublin

•

Over 60 years of combined experience in DNS market

• Alexa Raad – former CEO of .org & CMO .mobi

• Michael Young – former VP Development Afilias

• Norbert Grey – former CFO .mobi

•

John Matson – former EY & KPMG Consulting Partner

• Greg Aaron – Abuse Detection & Mitigation Expert

•

Provide Strategy Consulting and Software Services

Market Leading Abuse Management Software NameSentry




Some of Our Clients




It’s not about me, it’s about you

“Be where the world is going.” – Beth Comstock

• So you are really smart and motivated, so what,…

• Where did your idea come from? Remember the exact

moment,….•

Glorious ideas aren’t so glorious until they find theirmarket

•

Listerine – 133 years old, created for surgery and gonorrhea

•

Coke – alternative to morphine addiction

•

Post IT Notes – 3M, failed glue

•

Play-Doh – wall cleaner and bankruptcy (Kutol, 1950s)

•

Kotex – a WWI war bandage




Life is actually a Dilbert cartoon:


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The Story of Slinky:

Betty and Richard James

Richard:•

Engineer, invented Slinky while trying

to create a naval measurementproduct

•

In 1960, left everything in disgust to

become an evangelical missionary,

died 1974

Betty:•

Ran the Slinky empire prioritizing the

needs of poorer children

•

Died 2008, age 90, children still love

Slinky



Paying for Pain, Pleasure comes for free

“Giving up smoking is the easiest thing in the world. I knowbecause I've done it thousands of times.”! Mark Twain

• Nir Eyal restates what “Madmen” already explained in his book

“Hooked”, if you can’t find a pain point, create one.• By providing a painkiller, I am likely causing pleasure, so is all

pleasure just a cure for pain?

• Top Five most addictive drugs in the world:

1.

Alcohol2. Caffeine

3.

Heroin

4. Cocaine

5. Nicotine



Be wary of the forks in the Road"The indispensable first step to getting the things you want out of

life is this: decide what you want.”

-Ben Stein

• Examples of lost product focus:

• Harley Davidson

• Kodak

• Yahoo and AOL

• Examples of tight product focus

•

Proctor and Gamble, (Purpose, Values, and Principles)

• Apple, 1997 – industrial design or technology company?

People don't buy what you do, they buy why you do it.

Simon Sinek



Casio AT-550

• Capacitive Touch-screen• Calculator

• Finger tip writing recognition

What year was this available?



Great Foundations Are Essential:•

Agreements, Background

Checks•

Prior Art, patents

•

What’s known in the general

public

•

Prior employer can be the

biggest threat

•

3rd Party interests

•

Document the creation process

•

Document the work

•

Use third party systems that

attest to that work

independently•

Once you have something

valuable, someone is going to

try and take it from you

•

The Defense of that starts now



Researching Truth not Justifications

An explanation of cause is not a justification by reason.C.S. Lewis

•

Who do we tend to ask initially? People we know, and suddenly we just skewed the sample,…….

•

Who should we ask? It depends on who has the pain point,…

•

Don’t depend on broad market sizing research, segments matter,build an empire by conquering territories, be specific, tie it to yourproduct roadmap, tie it to your business plan.

•

Invest in focus groups, run the focus group yourself if you need to,you would surprised how small of a sample provides useful feedback



Pain Point

Prove it

Plan it

Produce it

“If you can dream it, you can do it .”

Walt Disney



14© 2013 Architelos and/or its affiliates. All rights reserved.

Michael Young, CTO

Thank you!You can find me at:

[email protected]

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TOFI August 31, 2015 Product: Young