Guerilla New Product Development

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Presented at the Voice of Your Customer Summit, Chicago, June 2009 Describes methods by which product development teams can overcome resource constraints to successfully deliver innovations that consumers need, by applying historical lessons from guerrilla warfare. 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, explaining what was discussed in each slide.

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  • 1. Guerilla NPD Battling Bigger And Better-Resourced Competitors (and Winning) 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. Your Brad Barbera Voice of the^Customer Summit June, 2009 X
  • 2. Introduction to Fellowes Named one of Family-owned "Chicago's 101 Founded in 1917 Best and Brightest Operations in 15 countries Companies to Employing 2500+ worldwide Work For" in 2007 MISSION: FOUR CORE VALUES: to provide innovative Integrity workspace solutions to help Teamwork people work more securely, Passion comfortably and confidently. Initiative
  • 3. Agenda Guerilla Tactics In political conflict Application to Product Development Application to VoC in particular Real Life Examples Key Lessons Learned
  • 4. Warning! C O N TR O VE R S Y AH EAD ! 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
  • 5. Theory: Political Conflict P h a s e s o f G u e r r illa Phase I a r f a r e W Development of local support Phase II Guerrilla Combat Phase III Transition to conventional force
  • 6. Application So How Does This Apply to NPD? Phase I Development of support Phase II Guerrilla Product Development Phase III Transition to conventional methods
  • 7. Theory: Build Support S U P P O R T IN G u e r r illa Wa rfa re What? Personnel Medical Care Food Intelligence Weapons Safe Haven How? Vision Defined Success Returns
  • 8. Application So How Does This Apply to NPD? What? Personnel Training Time Information Safe Haven How? Vision Defined Success Returns on Investment
  • 9. Theory: Select and Train Personnel p e r s o n n e l IN G u e r r illa Wa rfa re The more the enemy extends himself, the greater is the effect of arming the peoplelike a slow gradual fire, it destroys the base of the enemy force. ~Karl von Clausewitz
  • 10. Application So How Does This Apply to NPD? Basic qualifications of guerilla product developers: Empathy Passion Resilience Resourcefulness Awareness Starter personalities Picture courtesy www.veer.com
  • 11. Application A R M S IN G u e r r illa W a r f a r e Personnel Must be Armed Available Resources External Resources
  • 12. Application So How Does This Apply to NPD? Time Training
  • 13. Theory: Tactics T A C T IC S IN G u e r r illa Wa rfa re Mobility Security Time Doctrine
  • 14. Application So How Does This Apply to NPD? Mobility Niches Rapid Response Scenario Planning Security Safe haven Closeness to customers Selectivity Time Doctrine Empathy/connection Celebration/Esprit de Corps
  • 15. Real Life Experiences Deck Sealing
  • 16. Real Life Experiences Viva Las Vegas
  • 17. Real Life Experiences Take it to the Bank
  • 18. Real Life Experiences Power User Group
  • 19. Real Life Experiences Fits Like a Glove
  • 20. Real Life Experiences The I of the (Brain)Storm Concepts Round 1 Round 2 Round 3 137 9 8 246 15 8 Platforms 55 4 2 8 3 1
  • 21. Real Life Experiences Creating a Monster
  • 22. Lessons Learned Guerrilla NPD in Use
  • 23. Lessons Learned QFD as a Guerrilla Weapon
  • 24. Lessons Learned Importance of Doctrine
  • 25. Lessons Learned 1) Different data quality 2) Steep learning curve 3) Legal Cautions 4) Not a free lunch 5) Guerrilla Support Network
  • 26. Appendices Tools Resources Contact Information
  • 27. Tools Fellowes 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 observations Disciplinary 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, workers 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. Paperwork Consent 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. Sensitivity Be 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 its 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. Dont take things for granted and check your assumptions at the door. Look for the overlookable details When interviewing, build rapport with the person you are interviewing
  • 28. Tools Consumer Research Permission Form
  • 29. Recommended Resources - Books Guerrilla Marketing by Jay Conrad Levinson A good demonstration of how guerrilla principles apply to business Doing Anthropology in Consumer Research by Patricia Sutherland and Rita Denny How 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
  • 30. Recommended Resources - Web Information on the ethics of ethnographic research http://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.htm http://www.cnet.com/ Prediction markets and Securities Trading on Concepts Information http://www.biz.uiowa.edu/IEM/ http://www.ideosphere.com/fx/index.html http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1163442 http://hanson.gmu.edu/PAM/Conf-6-11-02/Presentat...