Professional Documents
Culture Documents
Identify
Understand
Conceptualize
Realize
Launch*
Understand
Conceptualize
Realize
Launch*
Goals:
Primary results:
Methods
Understand
Conceptualize
Realize
Launch*
Goals:
Results:
Methods
Social
Family and work patterns (for example, the number of single
parents with two jobs or the number of double-income
households with flexible hours)
Health issues (people living longer with more active lives)
Use of computers and the Internet
Sports and recreation / Sporting events
The entertainment industries, including film and television
Vacation environments (for example, the fantasy fulfillment
provided by Disney World, Las Vegas, and Club Med)
Books (for example, Oprahs Book Club)
Magazines
Music (from hip-hop to new classic-chic)
Environments at work (that raise quality of workplace standards)
Economic
For example, the economic boom in the 1990s created
multimillionaires overnight through IPOs, stock
options, and individual investment in the stock market.
Excess disposable cash resulted in a void in material
goods that these young, geeky, intelligent, socially
responsible, technology orientedand richnew
group of consumers sought.
Lifestyle-oriented products that filled this void include:
recreational SUVs, clothing, tech products, PDAs that
connect through the Web for constant stock price
monitoring, and the proliferation of coffeehouses.
Economic (2)
The eventual great recession of the twenty-first century
Peoples attitudes about spending shifted.
Smaller cars, including a new class of electric-based,
have replaced SUVs.
Smart Online Shopping: Smart-phones and tablets have
evolved to keep people connected 24/7, especially
through social media channels and from their home,
where smart shoppers can look for good bargains
without leaving their living room.
Technology
The always-increasing power and speed of each months
latest PC
Home PC, to the car transmission, to the oven, to the
stereo, and now to everyones smartphone, iPod, and iPad.
The latest technologies, from microelectromechanical
systems (MEMS) in automobile airbags to layered
manufacturing technologies
The first genetic fingerprint of the human species in the
year 2000
The first cloning of Dolly the sheep in 1997
SET Factors
Social
Social and cultural trends
Reviving historic trends
Product
Opportunity
Gap
Economic
Technical
Examples
The postWorld War II:
The economic boom,
Cheap gasoline,
the creation of the suburban lifestyle, and the look of
jets and rockets
were the SET Factors that created the opportunity:
for large eight-cylinder cars with sizable tail fins that
dominated the auto industry during the 1950s.
Harley Earl, head of styling and color for GM, saw the
opportunity and introduced fins on the rear of cars,
starting with the low-end Chevy all the way up to
Cadillac.
POG Exercise
Form groups of 3-4 people
Pick one of the following industries:
Fashion, personal transportation (on land), personal transportation (air)
restaurants, international shipping, real estate, financial services, education,
medical, entertainment, Media, hotels, home appliances, army, childcare.
Come up with a list of at least 5 POGs for this industry that your
group thinks that companies in this industry should be exploring
Be prepared to share the top 2 POGs with the class
Understand
Conceptualize
Realize
Launch*
Goals:
Primary results:
Methods
Job Statements
Express the JTBD with a Job Statement, which usually
takes the form:
<Action verb> <Object of Action> <Contextual Clarifier>
Examples
Listen to music in the car with friends
Allow the kids to listen to different music in the car than their
parents
Travel from home to work comfortably and quickly without
the stress of driving in traffic
View pictures at home that were taken with a digital camera
Satisfy appetite for ice cream without becoming overweight
Source: [SSD09] pages 1=8.
Undesired
Desired
Provider
Customer
Desired
Undesired
Provider
Customer
Desired
Undesired
Provider
Difficult to use
Expensive
Sometimes makes me lose
access to my own data
Does not work on my existing
smartphone
Expensive to create
Expensive to support / maintain
Complicated to support/maintain
Customer data loss causes
lawsuits or bad customer relations
Attackers can easily go around
security provided
Outcome Statements
Clearly and precisely state desired/undesired outcomes
Structure:
Undesired
Desired
Provider
Value Quotient
Key Idea: start from perfect and work backwards
Desired _ Outcomes
Value _ Quotient
Undesired _ Outcomes
Value Quotient
References
[CV02] Jonathan Cagan and Craig M. Vogel,
Creating Breakthrough Products,
Prentice Hall, 2002, ISBN: 0-13-969694-6.
[SSD09] David Silverstein, Philip Samuel, Neil
DeCarlo, The Innovators Toolkit,
John Wiley and Sons, 2009,
ISBN: 978-0-470-34535-1.