How Product Thinking Shapes Our Future

How products shape our lives, how they fail us, why they do so, and how deep, reflective Product Thinking can help avoiding that. (Talk at SXSW, March 2018)

Transcript

1. How Product Thinking Shapes Our Future KP Frahm & Wolfgang Wopperer-Beholz March 11th | SXSW 2018
2. Wolfgang
3. Wolfgang Production
4. Wolfgang Production Customers
5. Wolfgang Production Customers Motivations
6. Wolfgang Production Customers Motivations Goals
7. Wolfgang Production Customers Motivations Goals Klaus
8. Wolfgang Production Customers Motivations Goals Klaus Production
9. Wolfgang Production Customers Motivations Goals Klaus Production Enabler
10. Wolfgang Production Customers Motivations Goals Klaus Production Enabler Driver
11. Wolfgang Production Customers Motivations Goals Klaus Production Enabler Driver Goals
12. So, products.
13. 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.
14. 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
15. Our guess:
16. Our guess: More than 50,000.
17. https://unsplash.com/photos/ewGMqs2tmJI
18. https://unsplash.com/photos/ewGMqs2tmJI 150 + 50 + 300 = 500
19. https://unsplash.com/photos/0O6Fv3Ff_XI
20. https://unsplash.com/photos/0O6Fv3Ff_XI 250 · 5 · 3 = 2,000
21. https://unsplash.com/photos/9RpDzXTlNh8
22. https://unsplash.com/photos/9RpDzXTlNh8 250 · 6 · 3 = 4,500
23. https://www.verizonwireless.com/smartphones/apple-iphone-x/
24. https://www.verizonwireless.com/smartphones/apple-iphone-x/
25. https://de.i!xit.com/Teardown/iPhone+X+Teardown/98975 https://www.verizonwireless.com/smartphones/apple-iphone-x/
26. https://de.i!xit.com/Teardown/iPhone+X+Teardown/98975 https://www.verizonwireless.com/smartphones/apple-iphone-x/ 250 · (90 + 40 · 3) = 52,500
27. That’s a total of 59,500.
28. We’re literally surrounded by products.
29. They shape our lives more than anything else.
30. But who shapes them?
31. We do.
32. Products as Engineering
33. Products as Engineering Products as Marketing
34. Products as Engineering Products as Marketing Products as UX
35. Products as Engineering Products as Marketing Products as UX Products as Strategy
36. https://commons.wikimedia.org/wiki/File:Google_Glass_Front.jpg
37. https://www.vox.com/2015/4/23/8472539/new-coke-cola-wars
38. https://www.atlassian.com/blog/announcements/trello-power-ups-for-atlassian-suite
39. https://www.justgiving.com/campaigns/charity/playpumps/playpumpscampaign2016
40. https://www.continuuminnovation.com/en/what-we-do/case-studies/swi"er/
41. https://gizmodo.com/stop-swi"ering-1715262802
42. https://www.wired.com/story/inside-facebook-mark-zuckerberg-2-years-of-hell
43. http://www.people-press.org/2017/10/05/1-partisan-divides-over-political-values-widen/
44. Products fail on different levels, but always for the same reasons:
45. 1. Product innovation is 
 a complex system.
46. https://medium.com/startup-tools/okrs-5afdc298bc28
47. https://www.id.iit.edu/models/disney-business-model
48. http://sdwise.com/wp-content/uploads/2013/07/World-Dynamics-model.gif
49. 2.Complex systems exhibit nonlinear dynamics.
50. https://imgur.com/gallery/jTwBneM
51. 3. We really suck at this kind of stuff.
52. https://xkcd.com/605/
53. We need a mindset and methodology for product innovation that takes its complexity seriously.
54. Strategy Engineering Marketing UX
55. Feasibility Strategy Engineering Marketing UX
56. Feasibility M arketability Strategy Engineering Marketing UX
57. Feasibility M arketability D esirability Strategy Engineering Marketing UX
58. Viability Feasibility M arketability D esirability Strategy Engineering Marketing UX
59. Viability Feasibility M arketability D esirability Product Strategy Engineering Marketing UX
60. Jason Cale · #NEXT16
61. We need a shared 
 mental model of product innovation’s complexity.
62. Strategy Engineering Marketing UX Viability Feasibility M arketability D esirability Product
63. Product
64. Product
65. Product
66. Product
68. https://www.nma.vc/
69. https://www.instagram.com/nma_vc/
70. We need to embrace 
 all of the context.
72. Introduction inside outside Realization purpose implementation
73. Introduction inside outside Realization purpose implementation
74. Introduction inside outside Realization purpose implementation development goals moral values user motivations company goals
75. Introduction inside outside Realization purpose implementation development goals moral values user motivations company goals user cohorts market segments our shared world our society
76. We need to 
 constantly learn 
 through our products.
78. Decide
79. Decide Build
80. Decide Build Test
81. Decide Build Test Understand
82. Decide Build Test Understand Product
83. Decide Build Test Understand Product
84. Decide Build Test Understand Product Decide Build Test Understand
85. Decide Build Test Understand Product Decide Build Test Understand Decide Build Test Understand
86. We need deep
 Product Thinking.
89. read.productfield.com @theproductfield @kpfrahm @wowo101