Recently, I spend an evening mentoring some of the brightest entrepreneurs at Founders Institute NYC. Met a handful of creative and energetic founders at different stages of their entrepreneurial journey. While one founder had the idea to democratize corporate access, the next one has found early traction by becoming a uber for diamonds purchase and yet another one is busy on the alpha launch of a new app that can become a beacon for media integrity. Here is the slide deck I used for a quick presentation to share my experiences and thoughts how starting with customer outcomes can help a small, cross-functional team do faster product delivery and gain necessary traction essential for early validation and subsequent growth.

1. PRODUCTDEVELOPMENT:
ACCELERATEPRODUCTDELIVERY
Anupam Kundu @mydibba medium.com/@anupamk
1

2. HOW ARE YOUR CUSTOMERS DOING?
2

3. 3
Raj Sisodia, Distinguished Professor of Global Business and Whole Foods Market
Research Scholar in Conscious Capitalism at Babson College in Wellesley, MA

4. GREAT CUSTOMER OUTCOMES
4
Amazon Chai Cart
Amazon Tatkal
Amazon Easy Ship
Amazon Seller Flex
https://hbr.org/2016/07/how-amazon-adapted-its-business-model-to-india
Cuba Expansion of AirBNB
http://fusion.net/story/286372/how-airbnb-piggybacked-on-a-communist-program-to-
make-cuba-its-fastest-growing-market-ever/
http://fortune.com/cuba-havana-airbnb/

5. WHAT DO CUSTOMERS REALLY WANT
5
https://medium.com/@anupamk/https-medium-com-anupamk-getting-started-with-customer-obsession-a2e9d55d57d1#.6w8q21eok
https://hbr.org/2016/09/know-your-customers-jobs-to-be-done

6. SECTOR OUTCOMES DEFINED IN TERMS OF CUSTOMER Customer Value
FINANCIAL SERVICES I, Customer, want you to _____ so that I can _____ •Help me plan for my future
•Protect my family,
•Keep my money safe,
•Grow my money,
•Get Financial Advice anywhere anytime,
•I want to save up for ..
•Help me to retire comfortably,
•Provide a legacy for my kids
FOOD SERVICE •Healthy food every meal
•Nutrition for my family
•Great experience for my guests
•Home cooked food every lunch
•Ethically sourced food
HEALTHCARE /
ElderCare
•Take care of my old parents back home
•Mobility support for my grandparents
•Comfortable sleeping for 80+
MOBILITY
EXERCISE: ARTICULATE CUSTOMER OUTCOMES

7. BASICS OF GETTING PRODUCT OUT OF THE DOOR
FASTER, BETTER, CHEAPER
Articulate Customer
Outcomes
Knowledge of customer
informs everything the
team does.
Describe outcomes in
customer terms
Reduce Uncertainty
Be comfortable with
ambiguity and limited
information
Seek to identify the
opportunities most likely to
achieve outcomes
Align Effort to
Outcomes
Identify the best people to
deliver these outcomes
All roles and functions ate
culturally aligned to deliver
only customer outcomes
Deliver Value Through
Learning
Do the smallest thing to
prove it. Feedback loops
are short.
Respond to change fast
Provide Visibility
Value is understood and
measured.
Better business decisions
are based on
measuring the right thing

8. 8
Nordstrom Innovation Lab
Innovation Process
• Do we have a real opportunity to
address a customer outcome?
• Is it worth addressing this
outcome over all the others?
• How do we know we can solve
this better than others?
• What is our chance of success?
• How will we know?
https://hbr.org/2017/01/are-you-solving-the-right-problems
REDUCE UNCERTAINTY:TEST AND LEARN

9. EXERCISE: WRITE AN OPPORTUNITY HYPOTHESIS
9
We believe providing bite sized digital content around
personal investing, both seasonal and evergreen, will
help visiting customers feel confident in our expertise
and make best use of their time when they are waiting
for the advisor.
We know we succeeded when we see
- More than 15% of the waiting customers sharing
and/or sending content to themselves/others
- 20% of waiting customers speak about that content
to the advisor
We believe providing time sensitive news and content
alerts through social media (Snap) to our younger
subscribers will help them feel more informed
We know we succeeded when we see
- 25% Increase social media checki-ins from new
emerging millennial readers
We believe that simplifying “Adding Funds” through mobile
for existing customers will improve recurring investments
into their current portfolio at the current risk profile
We know we succeeded when we see
- More funds being added through mobile within the first 4
weeks of the launch (compared to current numbers)
We believe <building this capability>
for <customer group or segment or target audience>
will achieve <the intended outcome>
we will know we have succeeded when we see
[this measurable signal]

10. KILL AT ANY POINT
EXPLOIT SUSTAIN RETIRE
OPPORTUNITY PIPELINE
10
EXPLORE
Inspired by The Lean Enterprise Book

11. ALIGN PEOPLE / EFFORT TO OUTCOMES
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SHARED
ALIGNMENT
TRUE
DIRECTION
PRODUCTIVITY

12. CROSS FUNCTIONAL OUTCOME TEAMS
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https://medium.com/stretch-magazine/getting-started-with-digital-ehh-new-organizational-strategy-part-3-5efcbb700ad5#.inx42oj0m
Cross functional, autonomous
teams work together and learns
from real-life customer insights
End-to-end execution of product
strategy. Entire team accountable
for product strategy success and
organizational vision.
Long term focus on customers and
products. Measured by outcomes
and responsiveness to change.

13. DELIVER VALUE THROUGH VISIBILITY
13
Sept
+3 months
+6 months
+9 months
http://thetoolkitproject.com/tool/experiment-canvas#sthash.JhqybzfT.dpbs

14. SUMMARY FLOW
14
Deliver Value Through
Learning
Provide Visibility
Align People / Effort to
Outcomes
Reduce
Uncertainty
Articulate
Customer
Outcomes
OC
- 1
4
3
1
OC
-2
OC
- n
2
Test and
Learn
Opportunity
Scan
Validated
Opportunit
y
n431 2
n
1
2
Map outcomes to opportunities
and operational investments
Build. Measure. Learn loops
Business Benefits
OMTM
Learning
Bo’s
Journey
(JTBD)

15. MEASURES
• Shared understanding of measures of customer value,
commercial benefits
• Feedback
Purpose: "Help me and my team understand, identify and measure customer value so that we know
when to pivot, stop or persevere”
“Make me understand how customer value is related to commercial benefits“
PRACTICES
- Overall Measurements and Learning model
- Leading and Lagging Indicators
- Customer value defined in customer terms
- OMTM
- Hypothesis writing
- MVP metric identification (functional, perceptual)
- How learning flows up from measurements?
- How outcomes map to benefits?
- Examples – How to get started
MECHANICS
Level 0
• Online Blog Posts
• Simple diagrams
Level 1
• Schedule for 1 hour conversation
• Presentation
• Connecting
Level 2
• Half day workshop
• Follow through calls
Level 3
• Active embedded engagement for limited period
• Story telling
EXAMPLE: MEASUREMENTS AND LEARNING SERVICE

16. 16
DIGITAL
WINNERS
UNDERSTAND
THIS