the value of insight as intellectual property
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2011 -03-23 Product Management View: Insights as Intellectual PropertyScott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 1
INSIGHTS… …AS INTELLECTUAL PROPERTY
Product Management View2011-03-23Scott Sehlhorst, Tyner Blain
Ryma’s Grandview PMV page includes a recording of this webinar
http://webinars.rymatech.com/webinars/20110323/20110323_Value_of_Insights_as_Intellectual_Property.pdf
and a downloadable version of these slides (pdf format)Thanks to Val and Bradley and the team for inviting me to present this for them! Search Twitter for #PMV to keep
up with what they are doing every week, and follow me on twitter (@sehlhorst). Thanks for reading
2011 -03-23 Product Management View: Insights as Intellectual PropertyScott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 2
INSIGHTS… …AS INTELLECTUAL PROPERTY
Product Management View2011-03-23Scott Sehlhorst, Tyner Blain
2011 -03-23 Product Management View: Insights as Intellectual PropertyScott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 3
About the Author
• Founded Tyner Blain 2005• agile Product Manager / Product Owner• 13 Years in Software
– Product / Program Management / Ownership– Business Architecture / Analysis– Technical Consulting & Consulting Mgmt– Developer, Architect, Pre-sales
• 8 Years as an Electromechanical Design Engineer• BSME Carnegie Mellon 1990 (yes, I’m old)
• @sehlhorst on Twitter
2011 -03-23 Product Management View: Insights as Intellectual PropertyScott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 4
The Old Intellectual Property
2011 -03-23 Product Management View: Insights as Intellectual PropertyScott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 5
The New Intellectual Property……for Product Managers
• Understanding Your Market– Understanding Your Customers– Understanding Your Competitors– Understanding Your Trends– Understanding Your Business
2011 -03-23 Product Management View: Insights as Intellectual PropertyScott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 6
Market Models
2011 -03-23 Product Management View: Insights as Intellectual PropertyScott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 7
Ex: Customer Model - Trust Pyramid
2011 -03-23 Product Management View: Insights as Intellectual PropertyScott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 8
Problems & Personas
• For Whom Is Each Problem Important?
Single Parent Housekeeper Office Cleaner Kid (Doing Chores)
Homeowner Retiree0
1
2
3
4
5
6
7
8
9
10
Physically Easy to Use
2011 -03-23 Product Management View: Insights as Intellectual PropertyScott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 9
Problems & Personas
• The Nature of the Problem for each persona
Delight
Disgust
No
Cap
abili
ty Com
pleteC
apability
Indifference
Delight
Disgust
No
Cap
abili
ty Com
pleteC
apability
Indifference
2011 -03-23 Product Management View: Insights as Intellectual PropertyScott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 10
Ex: Competitive Analysis Dashboard
2011 -03-23 Product Management View: Insights as Intellectual PropertyScott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 11
Trends
2011 -03-23 Product Management View: Insights as Intellectual PropertyScott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 12
Ex: Revenue Model
2011 -03-23 Product Management View: Insights as Intellectual PropertyScott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 13
Ex: Revenue Model – On The Wall
2011 -03-23 Product Management View: Insights as Intellectual PropertyScott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 14
Incremental Investment
• This Is a Lot of Work• It Is Not Big Up Front Requirements (BUFR)
• Build as you Go
2011 -03-23 Product Management View: Insights as Intellectual PropertyScott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 15
The New Intellectual Property……for Product Managers
• Understanding Your Market– Understanding Your Customers– Understanding Your Competitors– Understanding Your Trends– Understanding Your Business
• Capture Those Insights – That is Your IP– Useful to You & Your Team– Incremental Investment
2011 -03-23 Product Management View: Insights as Intellectual PropertyScott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 16
Thanks Very Much!
• Any Questions?
• Scott Sehlhorst, Tyner Blain• http://tynerblain.com/blog/• @sehlhorst
2011 -03-23 Product Management View: Insights as Intellectual PropertyScott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 17
ReferencesKano Analysis Webinar and Slideshttp://grandview.rymatech.com/2009/163-kano-analysis.htmlhttp://www.slideshare.net/ssehlhorst/kano-analysis20090923Zen Agilehttp://zenagile.wordpress.com/2010/03/06/the-flow-of-agile-requirements-artefacts/Imageshttp://www.sxc.hu/index.phtml http://www.flickr.com/photos/monkeypuzzle/2754137841/sizes/o/in/photostream/
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