In this webcast you’ll learn about… • 7 Innovation Systems • 18 Ideation Methods • The one best approach to creating a business case • A single framework for turning ideas into great products Product management requires innovation. Innovation is about identifying ideas and turning them into a valuable product. This means doing something new. And “new” is risky. You need the right tools to navigate the challenges of innovation. The tools must help you get ideas, select ideas, and build a business case that convinces your peers and managers to support your plan. If you are responsible for the growth and management of an existing product, you need the right ideas that can create value for: • your existing customers • new customers and new markets • the organization you work for • yourself to make your career more successful If you are creating new products – an item or service that doesn’t exist yet – you also need ideas. The right ideas that lead to value. Attend the webcast to learn innovation systems, ideation methods, and other tools to go from idea to value.

1. AIPMM Webcast Series
Make Great Products:
Tools to Get Ideas, Select Ideas,
and Build a Business Case

2. Chad McAllister, PhD
Host of “The Everyday Innovator Podcast”
Our Speaker

3. Tools to Help Chart the Way

4. Managed
Front
End
SILA
Project
Identification
1.Conceive
2.Plan
3.Develop
4.Qualify
5.Launch
BusinessCase
Development
New
Product
Development
AIPMM Certified Innovation Leader BOK

5. • 7 Innovation Systems
• 18 Ideation Methods
• The one best approach to creating a business case
• A single framework for turning ideas into great
products

6. Managed
Front
End
SILA
Project
Identification
1.Conceive
2.Plan
3.Develop
4.Qualify
5.Launch
BusinessCase
Development
New
Product
Development
Certified Innovation Leader BOK

7. There is Gold In Them Thar Ideas

8. Stick Around

9. MEET CHAD

10. The STRUGGLE

11. Herding Cats

12. Overwhelm

13. SDLCs

14. ProjectManagement

16. Put the Pieces Together

17. Chad McAllister ‒
‒Product Management Top 40 Influencer
‒Top 10 Innovation Blogger
‒Author of Turning Ideas into Market
Winning Products
‒25+ years product management
experience
‒PhD in “Innovation”
‒University teacher
‒Trained product managers at…
Host of The Everyday Innovator
Podcast

18. 7 Innovation Systems

19. 1. Idea-Management System
2. Outcome-Driven Innovation
3. Blue Ocean Strategy & Value Innovation
4. A-to-F Model
5. IDEO’s Deep Dive / Design Thinking
6. Crowdsourcing & Open Innovation
7. Customer Development Methodology / Lean Startup

20. 1. Idea-Management System
2. Blue Ocean Strategy & Value Innovation
3. IDEO’s Deep Dive / Design Thinking
3 of the 7

21. Ideas
from
Many
Sources
Incubate,
Enhance,
Grow &
Visualize
NPD
Process
Collect &
Organize
Ideas on Hold &
Dead Ideas
Periodic Review
& Update
yes
no
Idea-Management System
Outcome-Driven Innovation
Blue Ocean Strategy & Value Innovation
A-to-F Model
IDEO’s Deep Dive
Crowdsourcing & Open Innovation
Customer Development Methodology
WhatCustomersWant
1. Design interview
2. Conduct interviews
3. Capture and organize expressed needs using very
specific need language
4. Ask customers to rate importance of outcomes
5. Identify key outcomes
6. Brainstorm means of achieving selected opportunities
WinningatInnovation
1. Activators: Initiate the innovation process
2. Browsers: Experts in searching for information
3. Creators: Produce ideas and find solutions
4. Developers: Make ideas tangible
5. Executors: Get the product out–organization and the market
6. Facilitators: Approve investment and manage the innovation
TheTenFacesofInnovation
1. Understand the market, the client, the technology, and the
perceived constraints on the problem
2. Observe real people in real situations
3. Visualize concepts and the customers who will use them
4. Evaluate and Refine the prototypes in quick iterations
5. Implement the new concept for commercialization
Empathize Define Ideate Prototype Test
OpenInnovation
• Ideas come from inside or
outside
• Product development and
launch can be internal
or external
TheStartup
Owner’sManual
1. Customer Discovery: top problems, how much will they pay, before and after view
2. Customer Validation: repeatable sales process, orders that validate roadmap
3. Customer Creation: cross the chasm – few to many customers
4. Company-Building: structure and management evolves – focus on mission and culture

22. 1. Idea Management System

23. Idea Management System
Systematic system for collecting and screening lots of
ideas controlled by the idea manager
Source: adapted from Cooper, R. G. Winning at new products: Creating value through innovation. Basic Books. Figure 6.3.
Ideas
from
Many
Sources
Incubate,
Enhance, Grow
& Visualize
NPD
Process
Collect &
Organize
Ideas on Hold &
Dead Ideas
Periodic Review
& Update
yes
no

24. Idea Management Examples
• Ongoing systems – always collecting and evaluating ideas
• Innovation day(s)
• Innovation retreat
• Incubator offsite
• Hackathon

25. Idea Management Examples
• Ongoing systems – always collecting and evaluating ideas
• Innovation day(s)
• Innovation retreat
• Incubator offsite
• Hackathon

26. Example: Compassion International
• 1200 ideas

27. Example: Compassion International
• 1200 ideas
• 35 synthesized and vetted ideas

28. Example: Compassion International
• 1200 ideas
• 35 synthesized and vetted ideas
• Top 20 ideas ranked by executive team

29. Example: Compassion International
• 1200 ideas
• 35 synthesized and vetted ideas
• Top 20 ideas ranked by executive team
• Market research to identify need and interest

30. Example: Compassion International
• 1200 ideas
• 35 synthesized and vetted ideas
• Top 20 ideas ranked by executive team
• Market research to identify need and interest
• Top 10 concepts assessed

31. Example: Compassion International
• 1200 ideas
• 35 synthesized and vetted ideas
• Top 20 ideas ranked by executive team
• Market research to identify need and interest
• Top 10 concepts assessed
• Top ideas moved into the new product development
process

32. Example: Compassion’s Water of Life

33. Example: Adobe Kickbox (Red Box)
• “Product Innovation” in a box
• Money
• Instructions
• Innovation tools
• Caffeine!

34. Example: Adobe Kickbox (Red Box)
• “Product Innovation” in a box
• Money
• Instructions
• Innovation tools
• Caffeine!
Building innovators,
Not just innovations

35. Example: Adobe Kickbox (Red Box)
“We proclaim that innovation is a key part of the
culture here at this company and it’s good to see some
action.”

36. Example: Adobe Kickbox (Red Box)
Open-
Sourced
kickbox.adobe.com

37. 2. Blue Ocean & Value Innovation

38. Red vs Blue Oceans
Red Ocean
• Compete in existing market
• Beat the competition
• Differentiation or low cost
• Competitive advantage
• Segment existing customers
• Exploit existing demand
Blue Ocean
• Create uncontested market
• Make the competition irrelevant
• Differentiation and perceived
low cost
• Value innovation
• Attract noncustomers
• Create and capture new demand

39. Blue Ocean Strategy
• Goal is to create new markets with little immediate competition – “blue
oceans”
• Create a new “value curve” that results in a product with appeal to a
blue ocean
• Four core factor questions:
• Eliminate: What can be eliminated that the industry has taken for granted?
• Reduce: What can be reduced well below the industry's standard?
• Raise: What can be raised well above the industry's standard?
• Create: What can be created that the industry has never offered?

40. Cirque du Soleil

47. Value Innovation
• New markets/new products + existing markets/extensions to
products
• Industrial Research Institute (IRI)
• Founded 1938
• 200 companies with the largest R&D groups
• Action oriented – step-by-step approach for implementing Blue
Ocean Strategy

50. (Kim & Mauborgne, 2005)

51. Example: International Traveler
Source: Provided by Value Innovations using their Slalom automated system. See www.ValueInnovations.net. Used by permission.

52. Example: International Traveler
Source: Provided by Value Innovations using their Slalom automated system. See www.ValueInnovations.net. Used by permission.

53. Example: International Traveler
Source: Provided by Value Innovations using their Slalom automated system. See www.ValueInnovations.net. Used by permission.

54. Example: International Traveler
Source: Provided by Value Innovations using their Slalom automated system. See www.ValueInnovations.net. Used by permission.

55. 2. IDEO Deep Dive & Design Thinking
Image Credit: IDEO, www.ideo.com/work/shopping-cart-concept

56. IDEO’s Process Framework – Deep Dive
• Described as a loose process; focus is on roles
• Learning roles: anthropologist, experimenter, cross-pollinator
• Organizing roles: hurdler, collaborator, director
• Building roles: experience architect, set designer, storyteller, caregiver
• Five activities:
1. Understand the market, the client, the technology, and the perceived
constraints on the given problem
2. Observe real people in real situations
3. Visualize concepts and the customers who will use them
4. Evaluate and Refine the prototypes in a series of quick iterations
5. Implement the new concept for commercialization
(Kelly & Littman, 2001)

57. IDEO Deep-Dive Example
THE SHOPPING CART
Image Credit: IDEO, www.ideo.com/work/shopping-cart-concept

58. IDEO – Creator of Design Thinking
Image Credit: “dschool” - dschool.Stanford.edu

59. 1.Empathy

60. 2. Define
Needs
Insights

61. 3. Ideate

62. +1
“How might we”
3. Ideate

63. 4. Prototype
• Playdough
• Paperclips
• Tape
• Paper and pencil
• LEGOs
Build to Learn

64. 5. Test

65. Design Thinking
Image Credit: “dschool” - dschool.Stanford.edu

66. Context Matters
Systems Group Characteristics Group Need
Idea-Management
System
• Little product development experience
• No clear market need
• Week innovation culture
• Impact culture with visible innovation
activities
• Low cost
Blue Ocean/Value
Innovation
• Benchmarks exist
• Understanding of Most Important
Customer
• Data can be found to create value
curves
• Product enhancement
• Product repositioning
• New ways to provide value
IDEO’s Deep Dive/
Design Thinking
• Well defined problem or need
• Existence of secondary research data
• Eclectic experiences and diversity exists
• Customer-centered design
• Leave the office and get into the field

67. Systems Group Characteristics Group Need
Idea-Management System • Little product development experience
• No clear market need
• Week innovation culture
• Impact culture with visible innovation
activities
• Low cost
Outcome-Driven Innovation • Well-defined market
• Existing products
• Identifiable customers to interview
• Provide greater value by addressing unmet
needs
• Formula approach to innovation
Value Innovation • Benchmarks exist
• Understanding of Most Important Customer
• Data can be found to create value curves
• Product enhancement
• Product repositioning
• New ways to provide value
A-to-F Model • Existing product development experience
• Resistance to process or formula approaches
• Cross-functional relationships exist
• Create a culture of innovation
• Remove innovation silos
IDEO’s Deep Dive/
Design Thinking
• Well defined problem or need
• Existence of secondary research data
• Eclectic experiences and diversity exists
• Customer-centered design
• Leave the office and get into the field
Crowdsourcing &
Open Innovation
• Existence of viable ideas without resources Or
lacking ideas but have resources
• Specific problems are well defined
• IP issues can be resolved
• Stimulate innovation with external ideas
• Solve problems with affordable external
resources
• License concepts to others
Customer Development
Methodology/ Lean Startup
• Start-up business
• Entrepreneurial group in an organization
• Create a successful new business
• Become customer focused

68. 18 Ideation Methods

69. Ideation Methods
Source: Cooper, R. G & Dreher, A. Voice-of-customer methods: What is the best source of new-product ideas? (Stage-Gate
International Reference Paper #40).

70. Ideation Methods
Source: Cooper, R. G & Dreher, A. Voice-of-customer methods: What is the best source of new-product ideas? (Stage-Gate
International Reference Paper #40).

71. Ideation Methods
Innovation Category Ideation Method
Voice-of-the-Customer 1. Ethnographic research (user observations)
2. Customer visit teams
3. Customer focus groups for problem detection
4. Lead user analysis
5. Customer/user designs
6. Customer/user brainstorming
7. Customer/user advisory board or panel
8. Community of enthusiasts
Open Innovation 9. Partners and vendors
10. Accessing the scientific community
11. Scanning business startups
12. External product designs
13. External submission of ideas
14. External idea contest
Other 15. Peripheral vision
16. Disruptive technologies
17. Patent mapping
18. Idea capture internally
For details, see Cooper’s book, “Winning at New Products: Creating Value Through Innovation.” Chapter 6.
(Cooper, 2011)

72. Best Approach to Creating a Business Case

76. Lean Canvas

86. Lean Canvas

87. A single framework for turning ideas into
great products

88. Managed
Front
End
SILA
Project
Identification
1.Conceive
2.Plan
3.Develop
4.Qualify
5.Launch
BusinessCase
Development
New
Product
Development
Certified Innovation Leader BOK
A single framework for turning ideas into
great products

89. Managed
Front
End
SILA
Project
Identification
1.Conceive
2.Plan
3.Develop
4.Qualify
5.Launch
BusinessCase
Development
New
Product
Development
Certified Innovation Leader BOK

90. Managed
Front
End
SILA
Project
Identification
1.Conceive
2.Plan
3.Develop
4.Qualify
5.Launch
BusinessCase
Development
New
Product
Development
Certified Innovation Leader BOK

91. Managed
Front
End
SILA
Project
Identification
1.Conceive
2.Plan
3.Develop
4.Qualify
5.Launch
BusinessCase
Development
New
Product
Development
Certified Innovation Leader BOK

92. Managed
Front
End
New
Product
Development
Certified Innovation Leader BOK

93. Managed
Front
End
SILA
Project
Identification
1.Conceive
2.Plan
3.Develop
4.Qualify
5.Launch
BusinessCase
Development
New
Product
Development
Certified Innovation Leader BOK
Stop blindly adopting
innovation fads

94. Managed
Front
End
SILA
Project
Identification
1.Conceive
2.Plan
3.Develop
4.Qualify
5.Launch
BusinessCase
Development
New
Product
Development
Certified Innovation Leader BOK
Stop blindly adopting
innovation fads
Know why best practices
work

95. Managed
Front
End
SILA
Project
Identification
1.Conceive
2.Plan
3.Develop
4.Qualify
5.Launch
BusinessCase
Development
New
Product
Development
Certified Innovation Leader BOK
Stop blindly adopting
innovation fads
Know why best practices
work
Create a competitive
advantage

96. Managed
Front
End
SILA
Project
Identification
1.Conceive
2.Plan
3.Develop
4.Qualify
5.Launch
BusinessCase
Development
New
Product
Development
Certified Innovation Leader BOK
Stop blindly adopting
innovation fads
Know why best practices
work
Create a competitive
advantage
Right methods for your
organization

97. Managed
Front
End
SILA
Project
Identification
1.Conceive
2.Plan
3.Develop
4.Qualify
5.Launch
BusinessCase
Development
New
Product
Development
Certified Innovation Leader BOK
Stop blindly adopting
innovation fads
Know why best practices
work
Create a competitive
advantage
Right methods for your
organization
Metrics that measure what
is important

98. Managed
Front
End
SILA
Project
Identification
1.Conceive
2.Plan
3.Develop
4.Qualify
5.Launch
BusinessCase
Development
New
Product
Development
Certified Innovation Leader BOK
Stop blindly adopting
innovation fads
Know why best practices
work
Create a competitive
advantage
Right methods for your
organization
Metrics that measure what
is important
Templates

99. Managed
Front
End
SILA
Project
Identification
1.Conceive
2.Plan
3.Develop
4.Qualify
5.Launch
BusinessCase
Development
New
Product
Development
Certified Innovation Leader BOK
Stop blindly adopting
innovation fads
Know why best practices
work
Create a competitive
advantage
Right methods for your
organization
Metrics that measure what
is important
Templates
Moving together and on the
same page

100. Managed
Front
End
SILA
Project
Identification
1.Conceive
2.Plan
3.Develop
4.Qualify
5.Launch
BusinessCase
Development
New
Product
Development
Certified Innovation Leader BOK
Stop blindly adopting
innovation fads
Know why best practices
work
Create a competitive
advantage
Right methods for your
organization
Metrics that measure what
is important
Templates
Moving together and on the
same page
Clear roadblocks

101. Managed
Front
End
SILA
Project
Identification
1.Conceive
2.Plan
3.Develop
4.Qualify
5.Launch
BusinessCase
Development
New
Product
Development
Certified Innovation Leader BOK
Stop blindly adopting
innovation fads
Know why best practices
work
Create a competitive
advantage
Right methods for your
organization
Metrics that measure what
is important
Templates
Moving together and on the
same page
Clear roadblocks
Structure that creates
freedom

102. Managed
Front
End
SILA
Project
Identification
1.Conceive
2.Plan
3.Develop
4.Qualify
5.Launch
BusinessCase
Development
New
Product
Development
Certified Innovation Leader
A single framework for turning ideas into
great products

103. The Choice is Yours
The Clear Path
Managed
Front
End
SILA
Project
Identification
1.Conceive
2.Plan
3.Develop
4.Qualify
5.Launch
BusinessCase
Development
New
Product
Development
AIPMM Certified Innovation Leader BOK

104. Two Options

105. Option 1: F2F 2-day Workshop
April 23 & 24

106. Option 2: F2F 2-day Worshop
1.Learn and apply innovation process, tools, and culture
2.Meet other innovators
3.Get valuable insights
4.Work one-on-one with Chad
5.Receive a full year of access to AIPMM Standard Membership
and access to tools (Value $150)
6.Full year access to 3 top courses from Demand Metric
University (Value $995)
7.Certified Innovation Leader application & exam (Value $395)
8.Online CIL Training – Option 2!
$1695 until 3/23, $1995 after

107. Option 2: Online Course, Self-Paced

108. Option 1: Online Course, Self-Paced
1. Videos explaining each concept
2. Study guide (pdf)
3. Templates
4. Activities
5. Reviews
6. Practice questions
7. 100 question practice exam
8. Exam application
9. Exam taken from your computer

109. Private Community

110. Proven Results

111. 1. 30 days, no hassle, money back
2. You pass or we arrange your re-take

112. Option 2: Online Course, Self-Paced

113. $995
Option 2: Online Course, Self-Paced

114. Bonus: 4 Coaching Meetings

115. Option 1: Online Course, Self-Paced
1. Videos explaining each concept
2. Study guide (pdf)
3. Templates
4. Activities
5. Reviews
6. Practice questions
7. 100 question practice exam
8. Exam application
9. Exam taken from your computer
10. Ultimate guarantee
11. 4 coaching meetings
12. 1-year access to training and community
$995
Or 3 Monthly
$360
Payments
Discount ends
3/23

116. Big Frameworks Group Characteristics Group Need
Idea-Management
System
• Little product development experience
• No clear market need
• Week innovation culture
• Impact culture with visible innovation
activities
• Low cost
Outcome-Driven
Innovation
• Well-defined market
• Existing products
• Identifiable customers to interview
• Provide greater value by addressing unmet
needs
• Formula approach to innovation
Value Innovation • Benchmarks exist
• Understanding of Most Important Customer
• Data can be found to create value curves
• Product enhancement
• Product repositioning
• New ways to provide value
A-to-F Model • Existing product development experience
• Resistance to process or formula approaches
• Cross-functional relationships exist
• Create a culture of innovation
• Remove innovation silos
IDEO’s Deep Dive/
Design Thinking
• Well defined problem or need
• Existence of secondary research data
• Eclectic experiences and diversity exists
• Customer-centered design
• Leave the office and get into the field
Crowdsourcing &
Open Innovation
• Existence of viable ideas without resources Or
lacking ideas but have resources
• Specific problems are well defined
• IP issues can be resolved
• Stimulate innovation with external ideas
• Solve problems with affordable external
resources
• License concepts to others
Customer Development
Methodology/ Lean
Startup
• Start-up business
• Entrepreneurial group in an organization
• Create a successful new business
• Become customer focused
Earn the Certified Innovation Leader
Ideas from Many
Sources
Incubate, Enhance, Grow & Visualize
NPD
Process
Collect & Organize
Ideas on Hold &
Dead Ideas
Periodic Review
& Update
y
e
s
n
o
Idea-Management System
Outcome-Driven Innovation
Blue Ocean Strategy & Value Innovation
A-to-F Model
IDEO’s Deep Dive
Crowdsourcing & Open Innovation
Customer Development Methodology
WhatCustomersWant
1. Design interview
2. Conduct interviews
3. Capture and organize expressed needs using very
specific need language
4. Ask customers to rate importance of outcomes
5. Identify key outcomes
6. Brainstorm means of achieving selected
opportunities
WinningatInnovation
1. Activators: Initiate the innovation process
2. Browsers: Experts in searching for information
3. Creators: Produce ideas and find solutions
4. Developers: Make ideas tangible
5. Executors: Get the product out–organization and the market
6. Facilitators: Approve investment and manage the innovation
TheTenFacesofInnovation
1. Understand the market, the client, the technology,
and the perceived constraints on the problem
2. Observe real people in real situations
3. Visualize concepts and the customers who will use
them
4. Evaluate and Refine the prototypes in quick
iterations
5. Implement the new concept for commercialization
Empathize Define Ideate Prototype Test
OpenInnovation
• Ideas come from
inside or outside
• Product development
and launch can be
internal
or external
TheStartup
Owner’sManual
1. Customer Discovery: top problems, how much will they pay, before and after view
2. Customer Validation: repeatable sales process, orders that validate roadmap
3. Customer Creation: cross the chasm – few to many customers
4. Company-Building: structure and management evolves – focus on mission and culture
Option 2: Online Course - $995
Option 1: Workshop - $1695
www.TheEverydayInnovator.com/aipmm
Resources
Discount Expires 3/23

117. Upcoming Webcast
March 23, 2017
Three Key Elements of Software Product Marketing and How to Apply Them
WWW.AIPMM.COM/AIPMM_WEBINARS
AIPMM Webinar Series:
http://aipmm.com/aipmm_webinars
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