{"id":16435,"date":"2019-03-12T14:07:18","date_gmt":"2019-03-12T14:07:18","guid":{"rendered":"https:\/\/productcollective.com\/?p=16435"},"modified":"2019-06-17T03:14:20","modified_gmt":"2019-06-17T03:14:20","slug":"demand-side-innovation","status":"publish","type":"post","link":"https:\/\/productcollective.com\/demand-side-innovation\/","title":{"rendered":"Demand-Side Innovation"},"content":{"rendered":"

The following insights were gleaned from a presentation at INDUSTRY given by Bob Moesta of The Re-Wired Group\u00a0<\/strong>@bmoesta<\/a>.\u00a0Download Product Management TACTICS eBook<\/a> for more.<\/strong><\/p>\n

There is an oversupply of innovation and technology and really, consumers simply don\u2019t know how to fit all of it into their lives. But by focusing on the jobs-to-be-done that consumers have, we can create better products and entirely new business models.<\/p>\n

Every decision the customer makes shouldn\u2019t be thought of as trivial.\u00a0 The customer is actually making that decision and \u201chiring your product\u201d to do a job that it has out for hire. If you do not understand the deep, detailed, and real reasons why the customer chose to \u201chire\u201d your product, you\u2019re operating blindly.<\/p>\n

So, how is one to get this deep understanding of their customers?\u00a0 Have rigorous conversations with a few customers to get a full picture around why they chose your product, how they use it, and why they got rid of their previous solution. It is also helpful to have similarly rigorous discussions with former customers or potential customers. Listen intently. Don\u2019t start thinking about the next question until the customer finishes their answer.\u00a0 In fact, when they answer, ask them why.\u00a0 Dig in more with them.\u00a0 If you find yourself asking too many questions, so much that it\u2019s a little uncomfortable, that\u2019s OK.\u00a0 That means you\u2019re doing things right.<\/p>\n

By getting down to the small details, you can see patterns of pain points emerge. With that perspective, you can find ways to rapidly improve your customer\u2019s experience. If you listen well, you may find a solution your customer wants but didn\u2019t even ask for.<\/p>\n

Invention is creating a thing. Innovation is creating something that has a lasting impact on the world. Innovation builds on previous innovations. For instance, the Segway was an invention, but the typewriter was an innovation. The typewriter, with its QWERTY keyboard continuing to have an impact on the world today. The typewriter, while it isn\u2019t used today, has changed the way that our society creates content.<\/p>\n

Demand-side innovation uses feedback from consumers and focuses on problems first rather than jumping to potential solutions. That works better than supply-side innovation, which focuses on a specific solution.\u00a0 After all, if the demand isn\u2019t present for that specific solution, all things fall apart.<\/p>\n

Also, our products aren\u2019t just products.\u00a0 Every product is a service, and every service is an experience. It is imperative to understand how customers actually use the product.\u00a0 The way that they use it is actually a part of the overall product experience, which we still have a responsibility for.<\/p>\n

In the end, though, our products aren\u2019t the solution. They are a tool for the customer to progress and reach their own solution. If customers cannot figure out the product or figure out how to progress, that is our problem as product people, not theirs.\u00a0 So constantly pay attention to how well your customers can progress with your products.\u00a0 If they\u2019re not progressing well, it\u2019s time to iterate.<\/p>\n

To view Bob\u2019s full presentation, visit: https:\/\/productcollective.com\/jobs-done-innovation\/<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

The following insights were gleaned from a presentation at INDUSTRY given by Bob Moesta of The Re-Wired Group\u00a0@bmoesta.\u00a0Download Product Management TACTICS eBook for more. There is an oversupply of innovation and technology and really, consumers simply don\u2019t know how to fit all of it into their lives. But by focusing on the jobs-to-be-done that consumers […]<\/p>\n","protected":false},"author":2,"featured_media":16443,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"yoast_head":"\nDemand-Side Innovation - Product Collective | Organizers of INDUSTRY: The Product Conference<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/productcollective.com\/demand-side-innovation\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Demand-Side Innovation - Product Collective | Organizers of INDUSTRY: The Product Conference\" \/>\n<meta property=\"og:description\" content=\"The following insights were gleaned from a presentation at INDUSTRY given by Bob Moesta of The Re-Wired Group\u00a0@bmoesta.\u00a0Download Product Management TACTICS eBook for more. 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