thriving in times of constant change with lean insights
TRANSCRIPT
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Clynton TaylorClynton Taylor
Lean Insights,Big Impact
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Clynton Taylor
Out of toilet paper? Send a tweet.
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Clynton Taylor
The world is changing faster today than at any time in history.
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Clynton Taylor
The world according to the latest generation, Gen Z.
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Clynton Taylor
Hong Kong has always been part of China.9/11 has always been in the textbooks.
Napster has always been legal.Y2K is a meaningless term.
Netflix has always existed. The weird sounds from dial-up? What?
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Clynton Taylor
We’re living in an increasingly VUCA world.
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Clynton Taylor
VolatilityUncertaintyComplexityAmbiguity
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Clynton Taylor
The world is littered by dead companies. Companies that didn’t adapt.
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Clynton Taylor
Kodak neglected to listen to consumers’ desire for digital cameras, and is only a shell of its former self now.
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Clynton Taylor
Blackberry lost nearly $6 USD billion in fiscal 2014.
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Clynton Taylor
Blockbuster went from 9000+ stores in its prime to only a handful today.
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Clynton Taylor
With so much change, how are companies to survive, let alone thrive?
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Clynton Taylor
Strategy born from customer experience is more likely to lead to sustained success.
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Clynton Taylor
Companies that foster meaningful relationships with customers outperform the stock market by 120%.From Havas Media Study
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Clynton Taylor
There are 3 different types of experiences.
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Clynton Taylor
Meaningful
Emotional
Functional$
$$$
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Clynton Taylor
Companies that create meaning in people’s lives enjoy more loyalty, higher margins, and ultimately bigger profits.
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Clynton Taylor
So how do you figure out what experiences people will want?
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Clynton Taylor
This takes deep insight into what people desire.
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Clynton Taylor
But in a rapidly changing world, getting to insights quickly is what’s important.
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Clynton Taylor
We can borrow a page from the Lean Startup playbook.
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Clynton Taylor
Lean insights is the ability to quickly figure out what customers want, building on learnings through an iterative process.
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Clynton Taylor
6 Principles of Lean Insights
1 Spend time with your customers.
"You cannot discover new oceans unless you have the courage to lose sight of the
shore."--Andre Gide
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Clynton Taylor
Warby-Parker keeps close to customers by putting the showroom under their offices.
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Clynton Taylor
2 Use friends and family.
6 Principles of Lean Insights
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Clynton Taylor
Dove discovers unmet needs from an employee’s wife, creates a line of new hair care products.
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Clynton Taylor
3 Ask multiple whys.
6 Principles of Lean Insights
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Clynton Taylor
Target shops with teens and gains an insight worth $8B USD.
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Clynton Taylor
4 Prototype quickly and often.
6 Principles of Lean Insights
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Clynton Taylor
Kimberly Clark uses the shopping channel QVC to identify the message that pays.
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Clynton Taylor
5 Embrace extreme users.
6 Principles of Lean Insights
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Clynton Taylor
Swingline Staples refines a product line by using airline desk agents as testers.
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Clynton Taylor
6 Don’t wait for approval, go!
6 Principles of Lean Insights
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Clynton Taylor
An HP designer goes rogue to work with engineering and create prototypes.
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Clynton Taylor
1 Spend time with your customers.
Use friends and family.
Ask multiple whys.
Prototype quickly and often.
Embrace extreme users.
Don’t wait for approval, go!
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6 Principles of Lean Insights
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Clynton Taylor
Clynton Taylor
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in@Clynton
/in/Clynton
Thank you.