Distribution and transaction costs are disappearing.
Information is available in abundance. Attention is
becoming the scarce resource.
Digital changes everything.
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It’s not enough to improve existing concepts.
Production and distribution have to be reconsidered
as fundamentally as user needs and business models.
Radically new conditions require
radically new products.
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Simple rules and linear processes don’t do it justice.
They regularly lead to false assessments, failure and
frustration:
Product innovation is complex.
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You
User
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You
User
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You
User
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You
User
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Drivers
Enablers
Users
Customers
Production Distribution
Motivations
Goals
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Drivers
Enablers
Users
Customers
Production Distribution
Motivations
Goals
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Drivers
Enablers
Users
Customers
Production Distribution
Motivations
Goals
Viability Desirability
Marketability
Feasibility
Product
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Drivers
Enablers
Users
Customers
Production Distribution
Motivations
Goals
UX
Marketing
Product Management
Engineering
Viability Desirability
Marketability
Feasibility
Product
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Product Thinking
to the Rescue!
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Product Thinking
is a mindset and methodology that treats product
innovation as a complex system and aims to
maximize its sustainable impact on all stakeholders.
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The Product Field is a cognitive
medium for product innovation:
A model, a canvas and a toolbox to collaboratively
develop better products and systematically increase
your capacity for innovation.
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Product Field:
Model
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Drivers
Enablers
Users
Customers
Production Distribution
Motivations
Goals
Viability Desirability
Marketability
Feasibility
UX
Marketing
Product Management
Engineering
Product
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Drivers
Enablers
Users
Customers
Production Distribution
Motivations
Goals
Product
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Drivers
Enablers
Users
Customers
Production Distribution
Motivations
Goals
Product
Uniqueness Problem
Solution Alternatives
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Drivers
Enablers
Users
Customers
Production Distribution
Motivations
Goals
Product
Uniqueness Problem
Solution Alternatives
VALUE
MARKET
IDEA
RESOURCES
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Product Field:
Canvas
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Product Field:
Toolbox
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Frame
Establish shared
understanding
Map
Gather facts and
generate shared
big picture
Check
Validate
consistency,
coherence and
viability
Find
Discover
strengths,
weaknesses and
potential
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Let’s field some products!
Wolfgang Wopperer-Beholz
[email protected]
mindmatters
Eifflerstr. 43
22769 Hamburg
http://mindmatters.de