Leading The Product 2017Lightning Talks Slides

Sydney, Australia

Dan TaylorTAL

For more information go to

www.leadingtheproduct.com

Product Management in the corporate context: When Product / Market Fit isn’t enough

Dan TaylorGM, Innovation

October 2017

3 Pack Title

…including how thinking like a chocolatier can help

In case we don’t make it!

Why Corporate Innovation is so hard.

A framework for overcoming these challenges.

Examples of winning approaches…

4 Pack Title

Everybody loves the

idea of being an

entrepreneur

4

5

CORPORATE

INNOVATION

=

ACT LIKE A STARTUP

RISK GOVERNANCE

OPERATIONS

FOCUSCUSTOMERS

BRAND

CORPORATE ≠ STARTUP

=

+

= =

“You can’t innovate

by committee”

The challenge in a corporate is delivering speed and scale

9

SPEED

&

SCALE

EXPECTATION

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You’re going to need

to sell more than

one pen

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So how do you develop

successful new products in

big businesses?

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13

Myth: The usual rules of product / market fit apply

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You need Product / Market / Corporate fit

Corporate Fit?

You have to align to the Corporate context

15

Technology /

Operational

Commercial

Scale

Corporate Fit?

You have to align to the Corporate context

16

Technology /

Operational

Commercial

Scale

Customer &

Brand

Strategic

portfolio

… and the best ones leverage the Corporate assets to

drive greater scale

Leverage the distribution channel

British Gas, launched a Remote Heating Control service

through their engineer network, creating the largest Smart

Homes player in the UK

Leverage the customer base

Epson crowdfunded its new augmented reality headset – proving the demand,

capturing early customers, and helping the financial case all at the same time

Leverage the brand

Chocolate manufacturers often launch full scale pilots as ‘Limited Editions’ – giving

the new product every chance of success, but also a risk-free way to fail

`

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CHECK IT OUT! - The Secrets of Big Business Innovation is based

on over 100 case studies from leading corporate entrepreneurs

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21 Pack Title

…And don’t just ‘act like a start-up’!

Summary

1. Think Product / Market /

Corporate fit

2. Understand and align

with the 4 areas of

corporate fit

3. Ideally, leverage the

corporate assets to

enhance the opportunity