How Product Thinking Shapes Our Future

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How Product Thinking Shapes Our Future KP Frahm & Wolfgang Wopperer-Beholz March 11th | SXSW 2018

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Wolfgang

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Wolfgang Production

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Wolfgang Production Customers

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Wolfgang Production Customers Motivations

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Wolfgang Production Customers Motivations Goals

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Wolfgang Production Customers Motivations Goals Klaus

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Wolfgang Production Customers Motivations Goals Klaus Production

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Wolfgang Production Customers Motivations Goals Klaus Production Enabler

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Wolfgang Production Customers Motivations Goals Klaus Production Enabler Driver

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Wolfgang Production Customers Motivations Goals Klaus Production Enabler Driver Goals

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So, products.

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product A good, idea, method, information, object or service created as a result of a process and serving a need or satisfying a want. It has a combination of tangible and intangible attributes (beneﬁts, features, functions, uses) that a seller oﬀers a buyer for purchase.

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What do you think:   How many products are in this room right now? http://photoblog.statesman.com/sxsw-interactive-and-!lm-fest-and-sx-creates-equals-a-lot-going-on-for-a-sunday

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Our guess:

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Our guess: More than 50,000.

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https://unsplash.com/photos/ewGMqs2tmJI

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https://unsplash.com/photos/ewGMqs2tmJI 150 + 50 + 300 = 500

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https://unsplash.com/photos/0O6Fv3Ff_XI

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https://unsplash.com/photos/0O6Fv3Ff_XI 250 · 5 · 3 = 2,000

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https://unsplash.com/photos/9RpDzXTlNh8

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https://unsplash.com/photos/9RpDzXTlNh8 250 · 6 · 3 = 4,500

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https://www.verizonwireless.com/smartphones/apple-iphone-x/

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https://www.verizonwireless.com/smartphones/apple-iphone-x/

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https://de.i!xit.com/Teardown/iPhone+X+Teardown/98975 https://www.verizonwireless.com/smartphones/apple-iphone-x/

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https://de.i!xit.com/Teardown/iPhone+X+Teardown/98975 https://www.verizonwireless.com/smartphones/apple-iphone-x/ 250 · (90 + 40 · 3) = 52,500

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That’s a total of 59,500.

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We’re literally surrounded by products.

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They shape our lives more than anything else.

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But who shapes them?

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We do.

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Products as Engineering

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Products as Engineering Products as Marketing

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Products as Engineering Products as Marketing Products as UX

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Products as Engineering Products as Marketing Products as UX Products as Strategy

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https://commons.wikimedia.org/wiki/File:Google_Glass_Front.jpg

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https://www.vox.com/2015/4/23/8472539/new-coke-cola-wars

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https://www.atlassian.com/blog/announcements/trello-power-ups-for-atlassian-suite

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https://www.justgiving.com/campaigns/charity/playpumps/playpumpscampaign2016

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https://www.continuuminnovation.com/en/what-we-do/case-studies/swi"er/

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https://gizmodo.com/stop-swi"ering-1715262802

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https://www.wired.com/story/inside-facebook-mark-zuckerberg-2-years-of-hell

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http://www.people-press.org/2017/10/05/1-partisan-divides-over-political-values-widen/

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Products fail on diﬀerent levels, but always for the same reasons:

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1. Product innovation is   a complex system.

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https://medium.com/startup-tools/okrs-5afdc298bc28

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https://www.id.iit.edu/models/disney-business-model

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http://sdwise.com/wp-content/uploads/2013/07/World-Dynamics-model.gif

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2.Complex systems exhibit nonlinear dynamics.

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https://imgur.com/gallery/jTwBneM

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3. We really suck at this kind of stuﬀ.

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https://xkcd.com/605/

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We need a mindset and methodology for product innovation that takes its complexity seriously.

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Strategy Engineering Marketing UX

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Feasibility Strategy Engineering Marketing UX

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Feasibility M arketability Strategy Engineering Marketing UX

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Feasibility M arketability D esirability Strategy Engineering Marketing UX

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Viability Feasibility M arketability D esirability Strategy Engineering Marketing UX

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Viability Feasibility M arketability D esirability Product Strategy Engineering Marketing UX

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Jason Cale · #NEXT16

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We need a shared   mental model of product innovation’s complexity.

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Strategy Engineering Marketing UX Viability Feasibility M arketability D esirability Product

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Product

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Product

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Product

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Product

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https://www.nma.vc/

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https://www.instagram.com/nma_vc/

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We need to embrace   all of the context.

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No content

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Introduction inside outside Realization purpose implementation

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Introduction inside outside Realization purpose implementation

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Introduction inside outside Realization purpose implementation development goals moral values user motivations company goals

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Introduction inside outside Realization purpose implementation development goals moral values user motivations company goals user cohorts market segments our shared world our society

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We need to   constantly learn   through our products.

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No content

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Decide

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Decide Build

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Decide Build Test

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Decide Build Test Understand

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Decide Build Test Understand Product

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Decide Build Test Understand Product

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Decide Build Test Understand Product Decide Build Test Understand

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Decide Build Test Understand Product Decide Build Test Understand Decide Build Test Understand