Randy Silver - Here be dragons: Product discovery and how not to mess it up

When I lived in Seattle, a friend bought a boat. He described it as 'a hole in the water that you throw money into.' In the Product world, that's a pretty accurate description of Discovery - you never know how long it's going to take or what you're going to get out of it. Even worse, we use the word Discovery to mean a lot of things - yet most of the time, we don't discover anything new. Other people (current or potential customers) already know this stuff, we're simply hoping to learn.

Transcript

1. Here be Dragons
 Product, discovery & 
 how not to mess it up (too much) Randy Silver / 2019 Turing Festival @randy_silver / @MTPpod Read more: http://www.businessdictionary.com/definition/product.html
2. randy silver / 2019 / @randy_silver / @MTPpod
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4. We have a problem randy silver / 2019 / @randy_silver / @MTPpod with terminology
5. randy silver / 2019 / @randy_silver / @MTPpod randy silver / 2019 / @randy_silver / @MTPpod https://fs.blog/2018/03/speed-velocity/
6. We have a problem randy silver / 2019 / @randy_silver / @MTPpod • Product • Product Team • Discovery with terminology
7. 
 1. A good, idea, method, information, object or service created as a result of a process and serves a need or satisfies a want. It has a combination of tangible and intangible attributes (benefits, features, functions, uses) that a seller offers a buyer for purchase. 
 2. Law: A commercially distributed good that is (1) tangible personal property, (2) output or result of a fabrication, manufacturing, or production process, and (3) passes through a distribution channel before being consumed or used. 
 What is a product? randy silver / 2019 / @randy_silver / @MTPpod Read more: http://www.businessdictionary.com/definition/product.html
8. 
 Something (a good, idea, method, information, object or service) that serves a need (or satisfies a want) & yields enough value to justify its continued existence. What is a product? randy silver / 2019 / @randy_silver / @MTPpod
9. How many products is your phone? randy silver / 2019 / @randy_silver / @MTPpod
10. randy silver / 2019 / @randy_silver / @MTPpod https://www.behance.net/gallery/14392965/iPhone-explosion
11. The definition of a product is dependent on your perspective. randy silver / 2019 / @randy_silver / @MTPpod
12. Perspective matters randy silver / 2019 / @randy_silver / @MTPpod https://www.pexels.com/photo/person-looking-at-the-map-and-using-compass-1614983/
13. What is a product team? randy silver / 2019 / @randy_silver / @MTPpod
14. 
 A group of people that fills a need / serves a purpose & delivers value for the organisation. What is a product team? randy silver / 2019 / @randy_silver / @MTPpod
15. 4 devs, 2 QAs, ½ Scrum Master and 1 Product Owner/Manager Plus UX/research, copywriter, devops… and bankers & lawyers (Transferwise), doctor (Babylon Health), store managers… randy silver / 2019 / @randy_silver / @MTPpod Who is on the team?
16. A group of people that can: • Ask a question • Get an answer • Understand the answer • And take action based on the answer randy silver / 2019 / @randy_silver / @MTPpod What is a product team? Adapted from Jeff Patton
17. randy silver / 2019 / @randy_silver / @MTPpod If you're just using your engineers to code, you're only getting about half their value -Marty Cagan
18. randy silver / 2019 / @randy_silver / @MTPpod People are hard. -Janna Bastow CEO/ProdPad
19. Working at scale randy silver / 2019 / @randy_silver / @MTPpod
20. Metcalfe’s Law Working at scale https://www.100open.com/birthdays-bicycles-and-brevity/ randy silver / 2019 / @randy_silver / @MTPpod
21. Conway’s Law Working at scale http://bonkersworld.net/organizational-charts randy silver / 2019 / @randy_silver / @MTPpod
22. Let’s talk about Discovery randy silver / 2019 / @randy_silver / @MTPpod
23. randy silver / 2019 / @randy_silver / @MTPpod https://unsplash.com/photos/3y1zF4hIPCg https://www.blessthisstuff.com/stuff/living/games/jj-abrams-x-theory11-mystery-box/ Mel McVeigh Product Transformation Lead, Condé Nast International
24. randy silver / 2019 / @randy_silver / @MTPpod https://www.useronboard.com/features-vs-benefits/
25. randy silver / 2019 / @randy_silver / @MTPpod https://www.useronboard.com/features-vs-benefits/
26. How do we know when we’re done with Discovery? randy silver / 2019 / @randy_silver / @MTPpod
27. randy silver / 2019 / @randy_silver / @MTPpod https://unsplash.com/photos/9uX5cX1l3bw
28. What the heck is Discovery, anyway? randy silver / 2019 / @randy_silver / @MTPpod https://www.pexels.com/photo/beige-analog-gauge-697662/
29. Discovery the process of finding information, especially for the first time randy silver / 2019 / @randy_silver / @MTPpod
30. randy silver / 2019 / @randy_silver / @MTPpod https://hackernoon.com/here-be-dragons-98650d49b2a0
31. Is it really discovery if other people already know it? randy silver / 2019 / @randy_silver / @MTPpod
32. randy silver / 2019 / @randy_silver / @MTPpod https://www.youtube.com/watch?v=0uwQcMddpPo
33. We aren’t discovering anything. (Usually.) We’re Learning. (Usually.) We’re Learning. randy silver / 2019 / @randy_silver / @MTPpod
34. Insight a clear, deep understanding of a problem or situation Discovery finding information, especially for the first time Learning the activity of obtaining knowledge randy silver / 2019 / @randy_silver / @MTPpod
35. randy silver / 2019 / @randy_silver / @MTPpod Which problem do we need to solve? How should we solve it? Have we solved it? What is Discovery? Insight Learning
36. randy silver / 2019 / @randy_silver / @MTPpod
37. randy silver / 2019 / @randy_silver / @MTPpod Cost of Change Time
38. randy silver / 2019 / @randy_silver / @MTPpod Cost of Change Time
39. randy silver / 2019 / @randy_silver / @MTPpod Cost of Change Time
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41. randy silver / 2019 / @randy_silver / @MTPpod Cost of Change Time
42. Bring on the dragons. randy silver / 2019 / @randy_silver / @MTPpod https://hackernoon.com/here-be-dragons-98650d49b2a0
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44. wild Conversations happen in the randy silver / 2019 / @randy_silver / @MTPpod
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51. People reveal the real with their real- life connections randy silver / 2019 / @randy_silver / @MTPpod
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53. Insider Insight is 
 powered by connection +
 crafted by conversation. 
 randy silver / 2019 / @randy_silver / @MTPpod
54. Real People
 Real Conversations
 
 Our network: Product people UX people Yoga instructors Nurses Social Workers Cops randy silver / 2019 / @randy_silver / @MTPpod
55. We use authentic, voluntary, one- on-one conversations to unlock what people who know each other tell each other. randy silver / 2019 / @randy_silver / @MTPpod Real People
 
 

56. randy silver / 2019 / @randy_silver / @MTPpod ’ WHY DON’T PEOPLE GET SCREENED FOR ALZHEIMER’S? Findings If individuals understood what the screening entailed, including details of how long it takes, how much it costs and whether or not it hurts, they would do it. Focus Group
57. Findings: Low awareness of the process Storylines 1. The symptoms are the screening 2. It’s not a disease, it’s a disability 3. I don’t want to know randy silver / 2019 / @randy_silver / @MTPpod ’ WHY DON’T PEOPLE GET SCREENED FOR ALZHEIMER’S? Why die twice? Ellie, 62
58. ? Pick ONE tough, meaty question randy silver / 2019 / @randy_silver / @MTPpod
59. randy silver / 2019 / @randy_silver / @MTPpod Do people matching a persona like a new financial app? How many mothers purchase baby formula? Get an answer What do young adults struggle with when planning for financial success after university? Does formula mean you’ve failed as a mother? Generate Insight
60. randy silver / 2019 / @randy_silver / @MTPpod 
 How do live streamers and viewers operate within the gaming space?
 
 Facebook Verizon How can we increase brand membership? Nike Skiphop Insiders connected with Nike+ members and non-members to understand the expectations of a customer/brand relationship, what makes a great membership, and why. Insiders connected with active streamers who frequently contribute monetarily to find out who they stream, who gets their money, and why. What are the pain-points and wish-lists when potty training a child? Insiders connected with Nike+ members and non-members to understand the expectations of a customer/brand relationship, what makes a great membership, and why. When aging in home, what are the stages of change? Insiders explored the inner-workings of households with aging members to understand the greatest challenges across different stages and what technology would actually serve their pain
61. ? Pick ONE tough, meaty question randy silver / 2019 / @randy_silver / @MTPpod Find the insight Listen and read Have a conversation Activate a network
62. You don’t need to talk to customers. You need to listen. randy silver / 2019 / @randy_silver / @MTPpod
63. What have we learned? randy silver / 2019 / @randy_silver / @MTPpod
64. We have a problem randy silver / 2019 / @randy_silver / @MTPpod • Product • Product Team • Discovery with terminology
65. 
 Something (a good, idea, method, information, object or service) that serves a need (or satisfies a want) & yields enough value to justify its continued existence. What is a product? randy silver / 2019 / @randy_silver / @MTPpod
66. randy silver / 2019 / @randy_silver / @MTPpod Which problem do we need to solve? How should we solve it? Have we solved it? What is Discovery? Insight Learning
67. randy silver / 2019 / @randy_silver / @MTPpod Cost of Change Time
68. ? Pick ONE tough, meaty question randy silver / 2019 / @randy_silver / @MTPpod Find the insight Listen and read Have a conversation Activate a network
69. https://hackernoon.com/here-be-dragons-98650d49b2a0 Insight removes the dragons so that you can build, learn & succeed. randy silver / 2019 / @randy_silver / @MTPpod
70. Definition of Success randy silver / 2019 / @randy_silver / @MTPpod
71. https://twitter.com/Attenboroughs_D/status/ 925485725461680128 randy silver / 2019 / @randy_silver / @MTPpod
72. @randy_silver 
 randy@motivatedesign.com https://unsplash.com/photos/6Mi2HtF6quM randy silver / 2019 / @randy_silver / @MTPpod