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how to do product
innovation
by Lena Sesardic
ProductCamp Vancouver 2020
AGENDA
● Team values
● Ideal team composition
● Some approaches
● Some techniques
● Customer outreach
● Talking to customers
● Pitching
● Q&A
TEAM VALUES
● Be bold
● Try new things
● Don’t fear rejection/failure
● Challenge each other
● No hard feelings
● Move fast, fail fast
● “Strong opinions, loosely held”
● Have fun
IDEAL team composition
● Entrepreneur in Residence *
● Product person *
● UX person *
● Engineering person *
● Marketing person
● Sales person
● Customer success person
● Executive sponsor, C-suite *
some approaches
● Design Sprint
● Basecamp 6-week “bets”
● 4-week per product idea, investment confidence
1 2 3
Product idea
Confidence for
investment
some techniques
● Product brief w/ sub-problems
● Category & motivations (Bryan Balfour’s approach)
● Transform sub-problems w/ customer data (Four Steps to
Epiphany)
● Beachhead opportunity
● Fat marker sketches / Balsamiq
● Whiteboarding / ideation
● Hacking thinking (hack in a week)
CUSTOMER OUTREACH
● Warm contacts
● Warm introductions
● Cold outreach (email, LinkedIn)
● Have a conversation
● Events
● / blogs
● “Can you point me in the right direction?”
● Create content (articles, blog posts, webinars)
● Give back
talking to customers
● Behavioural interviews
● Customer pain (anchoring, not zooming in too soon)
● Individuals/companies/problems characteristics
● Current alternatives
● Makeshift solutions ($$)
● Early adopters
● Next steps
pitching
● Look at great pitch decks (e.g. Airbnb)
● Why this, why now, why you
● Use motivations
● Pitch deck per sub-problem/role
● Trial & tweak
● Stand up
● “Head nod test”
● Invest or kill?
pitching
Q&A

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How to do production innovation - March 7, 2020

  • 1. how to do product innovation by Lena Sesardic ProductCamp Vancouver 2020
  • 2. AGENDA ● Team values ● Ideal team composition ● Some approaches ● Some techniques ● Customer outreach ● Talking to customers ● Pitching ● Q&A
  • 3. TEAM VALUES ● Be bold ● Try new things ● Don’t fear rejection/failure ● Challenge each other ● No hard feelings ● Move fast, fail fast ● “Strong opinions, loosely held” ● Have fun
  • 4. IDEAL team composition ● Entrepreneur in Residence * ● Product person * ● UX person * ● Engineering person * ● Marketing person ● Sales person ● Customer success person ● Executive sponsor, C-suite *
  • 5. some approaches ● Design Sprint ● Basecamp 6-week “bets” ● 4-week per product idea, investment confidence 1 2 3 Product idea Confidence for investment
  • 6. some techniques ● Product brief w/ sub-problems ● Category & motivations (Bryan Balfour’s approach) ● Transform sub-problems w/ customer data (Four Steps to Epiphany) ● Beachhead opportunity ● Fat marker sketches / Balsamiq ● Whiteboarding / ideation ● Hacking thinking (hack in a week)
  • 7. CUSTOMER OUTREACH ● Warm contacts ● Warm introductions ● Cold outreach (email, LinkedIn) ● Have a conversation ● Events ● / blogs ● “Can you point me in the right direction?” ● Create content (articles, blog posts, webinars) ● Give back
  • 8. talking to customers ● Behavioural interviews ● Customer pain (anchoring, not zooming in too soon) ● Individuals/companies/problems characteristics ● Current alternatives ● Makeshift solutions ($$) ● Early adopters ● Next steps
  • 9. pitching ● Look at great pitch decks (e.g. Airbnb) ● Why this, why now, why you ● Use motivations ● Pitch deck per sub-problem/role ● Trial & tweak ● Stand up ● “Head nod test” ● Invest or kill?
  • 11. Q&A