building better products: data + guts
TRANSCRIPT
BUILDING BETTER PRODUCTS data + guts
@byosko
20years
(or just under 50% of my life)
5 startups founded
15+ investments
1 book
@byosko
? mistakes(let’s not count them all, ok?)
A BIT ABOUT ME
CORPORATE PARTNERS VENTURE-BACKABLE FOUNDERS PRE-SEED FUNDING
BETTER STARTUPS
+ +=
Highline BETA is a startup co-creation company that launches new ventures with leading corporations.
http://highlinebeta.com @byosko
@byosko
HOW DO WE BUILD BETTER PRODUCTS?
PROCESS IS THE
ANSWER(partially)
@byosko
@byosko
STOP BUILDING THINGS NOBODY WANTS
@byosko
@byosko
IDEAS
BUILD
PRODUCTDATA
MEASURE
LEARNLEAN STARTUP. SO SIMPLE! SO HARD :(
LEAN STARTUP IS NOT JUST FOR STARTUPS
“By 2021, more than 50% of established corporations will be leveraging lean startup techniques.” (Gartner)
@byosko
• “Get out of the building”• Customer discovery is key• Identify and solve the riskiest thing first• Reduce waste• Most important: learning
FOUR KEY PRINCIPLES OF LEAN STARTUP
@byosko
“THERE ARE NO ANSWERS INSIDE THE BUILDING.”
- Steve Blank, author of Four Steps to the Epiphany
1@byosko
2@byosko
IDENTIFY AND SOLVE THE RISKIEST THINGS FIRST
3@byosko
REDUCE WASTE
4@byosko
MOST IMPORTANT: LEARNING
DATA HELPS US ACHIEVE ALL OF THESE PRINCIPLES
@byosko
@byosko
IDEAS
BUILD
PRODUCTDATA
MEASURE
LEARNWHERE DO IDEAS COME
FROM?
inspiration alone isn’t
enough
@byosko
YOUR CUSTOMER
@byosko
WHY LISTEN TO CUSTOMERS?
@byosko
CUSTOMERS = QUALITATIVE DATA
@byosko
QUANTITATIVE DATA TELLS US WHAT IS HAPPENING
@byosko
QUALITATIVE DATA TELLS US WHY
@byosko
HOW YOU COLLECT
CUSTOMER FEEDBACK MATTERS
@byosko
TIME TO RESOLUTION
LEARNING=
https://commons.wikimedia.org/wiki/File:Contact-center-two-agents.jpg @byosko
@byosko
EVERYONE IS IN
CUSTOMER CARE
@byosko@byosko
LISTEN AND TALK TO CUSTOMERS
@byosko
DATA PEOPLE SHOULD TALK TO CUSTOMERS
@byosko
SILOS BAD.
@byosko
@byosko
IDEAS
BUILD
PRODUCTDATA
MEASURE
LEARNGOT IT. CUSTOMER
INPUT MATTERS.
CUSTOMER INPUT
@byosko
BUILD
PRODUCTDATA
MEASURE
LEARN
CUSTOMER INPUT IDEAS
@byosko
https://ladder.io/playbook http://crayon.co http://crunchbase.com
OTHER PRODUCTS, COMPETITION, BEST PRACTICES…
@byosko
COMPETITION, OTHER PRODUCTS,
BEST PRACTICES
BUILDLEARN
IDEASCUSTOMER INPUT
@byosko
CORPORATE GOALS
@byosko
COMPETITION, OTHER PRODUCTS,
BEST PRACTICES
BUILDLEARN
IDEAS
CORPORATE GOALS (SOME GOOD,
SOME BAD)
CUSTOMER INPUT
@byosko@byosko
WHAT ABOUT PURE INSPIRATION?
@byosko
DON’T IGNORE YOUR GUT(that’s not a self portrait)
@byosko
COMPETITION, OTHER PRODUCTS,
BEST PRACTICES
BUILDLEARN
IDEAS
CORPORATE GOALS (SOME GOOD,
SOME BAD)GUTS & INSTINCTS
@byosko
COMPETITION, OTHER PRODUCTS,
BEST PRACTICES
BUILDLEARN
IDEAS
CORPORATE GOALS (SOME GOOD,
SOME BAD)GUTS & INSTINCTS
PARTNERS OTHER DEPARTMENTS
INDUSTRY TRENDS, ETC.
http://roos-skywalker.deviantart.com/ @byosko
AND THEN THERE’S DATA
@byosko
COMPETITION, OTHER PRODUCTS,
BEST PRACTICES
BUILDLEARN
IDEAS
CORPORATE GOALS (SOME GOOD,
SOME BAD)GUTS & INSTINCTS
PARTNERS OTHER DEPARTMENTS
INDUSTRY TRENDS, ETC.
DATA
@byosko
COMPETITION, OTHER PRODUCTS,
BEST PRACTICES
BUILDLEARN
IDEAS
CORPORATE GOALS (SOME GOOD,
SOME BAD)GUTS & INSTINCTS
PARTNERS OTHER DEPARTMENTS
INDUSTRY TRENDS, ETC.
DATA
COMPETITION, OTHER PRODUCTS,
BEST PRACTICES
PARTNERS
INDUSTRY TRENDS, ETC.
GUTS & INSTINCTS
OTHER DEPARTMENTS
CORPORATE GOALS
DATA AS A
FILTER
BETTER DECISIONS
@byosko
CUSTOMER INPUT
DATA IS THERE TO MAKE US MORE INTELLECTUALLY
HONEST
@byosko
@byosko @byosko
DATA > THE HiPPO
@byosko
1 DATA IS AN INPUT
2 DATA IS A FILTER
@byosko
DATA IS A COMMUNICATION TOOL
@byosko
http://www.instigatorblog.com/data-common-language/2016/09/22/
@byosko @byosko
@byosko @byosko
F*CK YOU AND YOUR DATA, I
DON’T BELIEVE IT
DATA IS COMPLEX.
HOW WE COMMUNICATE IT DOESN’T HAVE TO BE.
@byosko
@byosko @byosko
LEAN ANALYTICS: WHAT TO FOCUS
ON, WHENhttp://leananalyticsbook.com
FIND THE ONE METRIC THAT MATTERS
@byosko
The Layer Cake of Metrics
Project OMTM
Project OMTM
Project OMTM
Project OMTM
Project OMTM
Project OMTM
Department OMTM Department OMTM Department OMTM
OMTM: Business Health Indicator
@byosko
LEAN ANALYTICS: THE BASICS Day 3 - Lean Analytics
ZxLERATOR | NYC | SUMMER 2016 52
Herbert Simon
If a metric won’t change how you behave, it’s a…
BAD METRIC
@byosko
Putting basic data to use
Ricky (product manager) has some ideas for improving the “Proposal Send Screen” (based on qualitative feedback & his gut), but before prioritizing this work, he digs into the data.
@byosko
http://proposify.biz
Putting basic data to use
50% of people send proposals through Proposify (50% don’t) (quantitative)
@byosko
http://proposify.biz
— Is this good or bad?
Putting basic data to use
@byosko
http://proposify.biz
Ricky isn’t sure. So he’s going to need to look at additional data (exploratory):
• Churn • Proposal won rate • Any correlations here?
Putting basic data to use
@byosko
http://proposify.biz
• Also needs to do more direct customer development to learn more (qualitative)
• All of this work might lead to additional, meaningful product dev (actionable)
COMMUNICATION
IDEAS
BUILD
PRODUCTDATA
MEASURE
LEARN
LOTS OF INPUTSYOUR GUT DATA
@byosko
YOUR JOB: DETECTIVE AND COMMUNICATOR
@byosko
@byosko
LET YOUR GUTS GUIDE YOU
THANK YOU!
Ben Yoskovitz [email protected] @byosko http://instigatorblog.com http://highlinebeta.com