Download - Guerilla New Product Development
Guerilla NPD
BattlingBigger
AndBetter-Resourced
Competitors(and Winning)
YourBrad Barbera Voice of the^Customer Summit June, 2009X
Please Note: The slides for this presentation are primarily graphical in nature. To fully understand the presentation, it is best to download it, open it up in PowerPoint, and view it in the "Notes View" format. Full speaker's notes are included there, explaining what was discussed in each slide.
Introduction to Fellowes
MISSION:to provide innovative workspace solutions to help people work more securely, comfortably and confidently.
FOUR CORE VALUES:• Integrity• Teamwork• Passion• Initiative
Family-ownedFounded in 1917Operations in 15 countriesEmploying 2500+ worldwide
Named one of "Chicago's 101 Best and Brightest Companies to Work For" in 2007
Agenda
• Guerilla TacticsIn political conflictApplication to Product DevelopmentApplication to VoC in particular
• Real Life Examples
• Key Lessons Learned
CONTROVERSYAHEAD!
Warning!
“Guerrilla warfare has been practiced throughout the ages as a method…
to overcome the strength of an enemy through an unconventional form of warfare.”
~Major Johnie Gombo, USMC
Theory: Political Conflict
Phases of Guerrilla WarfarePhase I• Development of local support
Phase II• Guerrilla Combat
Phase III• Transition to conventional force
Application
So How Does This Apply to NPD?
Phase I• Development of support
Phase II• Guerrilla Product Development
Phase III• Transition to conventional methods
Theory: Build Support
SUPPORT IN Guerrilla WarfareWhat?• Personnel• Medical Care• Food• Intelligence• Weapons• Safe Haven
How?• Vision• Defined Success• Returns
Application
So How Does This Apply to NPD?
What?• Personnel• Training• Time• Information• Safe Haven
How?• Vision• Defined Success• Returns on Investment
Theory: Select and Train Personnel
“The more the enemy extends himself, the greater is the effect of arming the people…like a slow gradual fire, it destroys the base of the enemy force.”~Karl von Clausewitz
personnel IN Guerrilla Warfare
Application
Basic qualifications of guerilla product developers:
Empathy
Passion
Resilience
Resourcefulness
Awareness
“Starter” personalities
So How Does This Apply to NPD?
Picture courtesy www.veer.com
Application
Personnel Must be Armed
• Available Resources
• External Resources
ARMS IN Guerrilla Warfare
Application
•Time
So How Does This Apply to NPD?
•Training
Theory: Tactics
• Mobility
• Security
• Time
• Doctrine
TACTICS IN Guerrilla Warfare
Application
• Mobility Niches Rapid Response Scenario Planning
• Security Safe haven Closeness to customers Selectivity
• Time
• Doctrine Empathy/connection Celebration/Esprit de Corps
So How Does This Apply to NPD?
Real Life Experiences
Deck Sealing
Real Life Experiences
Viva Las Vegas
Real Life Experiences
Take it to the Bank
Real Life Experiences
“Power User Group”
Real Life Experiences
Fits Like a Glove
Real Life Experiences
The “I” of the (Brain)Storm
137 9 8
246 15 8
55 4 2
8 3 1
Plat
form
s
Round 1 Round 2 Round 3
Concepts
Real Life Experiences
Creating a Monster
Lessons Learned
Guerrilla NPD in Use
Lessons Learned
QFD as a Guerrilla Weapon
Lessons Learned
Importance of “Doctrine”
Lessons Learned
1) Different data quality
2) Steep learning curve
3) Legal Cautions
4) Not a free lunch
5) Guerrilla Support Network
Appendices
Tools Resources Contact Information
ToolsFellowes DIY Ethnography Guidelines
Purpose: In the pursuit of both cost savings and market information, Fellowes Office Productivity will be engaging in market research activities without the assistance of an outside, third-
party research firm. We will be engaging in the preparation, recruiting, execution, and analysis of a variety of types of market research, including ethnography (on-site observational and interactive research with “real world” product users and purchasers). These guidelines are being established to ensure understanding of proper research techniques, and responsibilities of the Fellowes staff researchers in conducting such research.
Risks: When out in the field doing research, always bear in mind that you represent Fellowes. All conduct and speech should be filtered through that consideration. When we do the recruiting and
observation ourselves, we bear more of a liability burden than when the research is conducted by an outside firm.
Fellowes can be held legally liable for issues that occur while you are in the process of conducting research on outside business sites. Such liability can include, but is not limited to:Protection of the outside business’ confidential information that you may learn during your observationsDisciplinary action taken against an employee who participates in your research (e.g., one who accepts compensation against employer policy, or who agrees to participate without employer approval)Injuries suffered by those participating in the study (e.g. medical expenses, worker’s compensation, lost time, etc.)Property damage resulting from the observations
In summary, pay close attention to what is going on around you during the observation to ensure that you are sensitive to such issues that may arise. Remember that you are a guest in their facility, and must comply with their rules and wishes.
Responsibilities: Preparation
Explain the purpose and protocol to the appropriate approvers in the organization to be observed. Ensure that the highest levels of that organization understand what you will be doing and how you will be doing it before the visit. Clear approval from such an executive-level manager is important.
Introduce yourself to both those to be observed and those who must give their approval immediately upon arrival. Answer any questions they may have, and identify any concerns specific to your presence that you will need to address.
PaperworkConsent must be given by all individuals involved in the observation and interviews. To ensure clear understanding of what they are consenting to, have each person sign a consent form explaining
the purpose and methodology of the research.Confidentiality is important to both Fellowes and the company being visited. Ensure that a non-disclosure agreement is signed by everyone involved in the research, including the supervising manager
that gave approval.
SensitivityBe aware of time – stick to promised times as closely as possible, whether for arrivals, length of interviews, meeting schedules, etc. Be aware of your presence – be as inconspicuous as possible; be conscious that your presence may draw attention that is undesirable for the business environment, and try to minimize distractions –
it’s OK (and good) to ask questions, but not to be a nuisance.Be aware of their business needs – running their business is their priority. Pay attention to customers, work processes, phone conversations, etc., and avoid any interruptions. If anyone becomes
uncomfortable with the research, honor their requests to discontinue or modify how it is being conducted to better meet the needs of their business activities.Be aware of the resources of time and effort that the business is giving to you. Express gratitude and provide appropriate compensation as has been arranged.
Tips: Imperatives for successful ethnographic research:
Effective observation is critical to successful ethnography. You must have an open and exploring mind. Don’t take things for granted and check your assumptions at the door.Look for the “overlookable” detailsWhen interviewing, build rapport with the person you are interviewing
Tools
Consumer Research Permission Form
Recommended Resources - Books
Guerrilla Marketing by Jay Conrad Levinson
A good demonstration of how guerrilla principles apply to business
Doing Anthropology in Consumer Researchby Patricia Sutherland and Rita DennyHow to apply serious academic principles to your observational skills
What Customers Want by Anthony Ulwick
Strong summary of outcome-driven innovation, with excellent guerrilla tools
Beyond Listening by Bonnie Goebert
Good primer on learning from consumers
How Customers Think by Gerald Zaltman
Insight into how the brain works, how decisions are made, and getting in the mind of your customers
Recommended Resources - Web
Information on the ethics of ethnographic researchhttp://www.aaanet.org/committees/ethics/ethics.htm
Consumer product feedback sites
http://www.epinions.com/http://www.consumersearch.com/http://www.buzzillions.com/
Professional product review sites
http://www.consumerreports.org/cro/index.htmhttp://www.cnet.com/
Prediction markets and Securities Trading on Concepts Information
http://www.biz.uiowa.edu/IEM/http://www.ideosphere.com/fx/index.htmlhttp://papers.ssrn.com/sol3/papers.cfm?abstract_id=1163442http://hanson.gmu.edu/PAM/Conf-6-11-02/Presentations_files/Dahan.pdf
Low cost, Do-It-Yourself Surveys
http://www.surveymonkey.com/http://www.zoomerang.com/
Contact Information
• [email protected]• http://www.linkedin.com/in/bradbarbera• www.BradBarbera.com• http://twitter.com/innov8liberty
A complete copy of this PowerPoint presentation, including speaker’s notes, will be available for download on my website following the conference.