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