vision-strategy-product (vsp) yacht: an agile plan to rapidly achieve problem-solution fit,...
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#VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
1 2 3 4 5
MARKET
PRODUCT
STRATEGY VISION
Big Urgent Market Problem (BUMP: Trade-‐off)
INNOVATOR
INTEGRATOR
DREAM (INNOVATION) TEAM
EVANGELIST
VISIONARY
PROBLEM DISCOVERER
What would “X” do?
#VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) 1 2 3 4 5
Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
#VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
1 2 3 4 5
MARKET
PRODUCT
STRATEGY VISION
Big Urgent Market Problem (BUMP: Trade-‐off)
#VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
1 2 3 4 5
MARKET
PRODUCT
STRATEGY VISION
Big Urgent Market Problem (BUMP: Trade-‐off)
Where currently are we?
How should we get there?
Where must we go?
#VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
1 2 3 4 5
MARKET
PRODUCT
STRATEGY VISION
Big Urgent Market Problem (BUMP: Trade-‐off)
Where currently are we?
Pivot
INNOVATION MANAGEMENT: Find Fitness
North Star
(Tune Customer Growth Engine)
(Change Bus. Model Archetype)
Market Discovery (Get Out Of Enterprise) How
should we get there? Learning/Op=miza=on
Red Ocean (Problem)
Blue Ocean (SoluLon) Where must we go?
#VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
1 2 3 4 5
MARKET
PRODUCT
STRATEGY VISION
Big Urgent Market Problem (BUMP: Trade-‐off)
Where currently are we?
Pivot
INNOVATION MANAGEMENT: Find Fitness
North Star
(Tune Customer Growth Engine)
(Change Bus. Model Archetype)
Market Discovery (Get Out Of Enterprise) How
should we get there? Learning/Op=miza=on
Red Ocean (Problem)
Blue Ocean (SoluLon)
q Where to play? q How to win? q What are required capabiliLes? q What are reqd mngt systems? q What is the winning aspiraLon? Where must we go?
A Vision-‐Strategy-‐Product (VSP) Yacht is
A “Vehicle”, Roadmap, or Agile Plan For
Rapidly Managing and Achieving a Vision Especially Under Condibons of
Extreme Uncertainty
#VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
1 2 3 4 5
MARKET (Customer/
User)
PRODUCT (Pretotype/Prototype/
Pilot/Full-‐scale)
STRATEGY VISION
(Leap of Faith/Mission/Goal Hierarchy/Values; Value ProposiLon)
Big Urgent Market Problem (BUMP: Trade-‐off)
#VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
1 2 3 4 5
MARKET (Customer/
User)
PRODUCT (Pretotype/Prototype/
Pilot/Full-‐scale)
STRATEGY VISION
(Leap of Faith/Mission/Goal Hierarchy/Values; Value ProposiLon)
Big Urgent Market Problem (BUMP: Trade-‐off)
Key : Build-‐Measure-‐Learn Loop
#VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
1 2 3 4 5
MARKET (Customer/
User)
PRODUCT (Pretotype/Prototype/
Pilot/Full-‐scale)
STRATEGY VISION
(Leap of Faith/Mission/Goal Hierarchy/Values; Value ProposiLon)
Big Urgent Market Problem (BUMP: Trade-‐off)
Key : Build-‐Measure-‐Learn Loop
#VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
1 2 3 4 5
MARKET (Customer/
User)
PRODUCT (Pretotype/Prototype/
Pilot/Full-‐scale)
STRATEGY VISION
(Leap of Faith/Mission/Goal Hierarchy/Values; Value ProposiLon)
Big Urgent Market Problem (BUMP: Trade-‐off)
CS
PS
KA
BUMP
Visn (VP)
#VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
MARKET (Customer/
User)
PRODUCT (Pretotype/Prototype/
Pilot/Full-‐scale)
STRATEGY VISION
(Leap of Faith/Mission/Goal Hierarchy/Values; Value ProposiLon)
Big Urgent Market Problem (BUMP: Trade-‐off)
1 2 3 4 5
CS
PS
KA
BUMP
Visn (VP)
#VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
MARKET (Customer/
User)
PRODUCT (Pretotype/Prototype/
Pilot/Full-‐scale)
STRATEGY VISION
(Leap of Faith/Mission/Goal Hierarchy/Values; Value ProposiLon)
Big Urgent Market Problem (BUMP: Trade-‐off)
1 2 3 4 5
#VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
MARKET (Customer/
User)
PRODUCT (Pretotype/Prototype/
Pilot/Full-‐scale)
STRATEGY VISION
(Leap of Faith/Mission/Goal Hierarchy/Values; Value ProposiLon)
Big Urgent Market Problem (BUMP: Trade-‐off)
Strategy-‐Business Model Fit (Strategic Problem Solving)
Product-‐Market Fit (OperaLonal Problem Solving)
1 2 3 4 5
Problem-‐Solu9on Fit (Visionary Problem
Solving)
#VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
MARKET (Customer/
User)
PRODUCT (Pretotype/Prototype/
Pilot/Full-‐scale)
STRATEGY VISION
(Leap of Faith/Mission/Goal Hierarchy/Values; Value ProposiLon)
Big Urgent Market Problem (BUMP: Trade-‐off)
1 2 3 4 5
Problem-‐Solu9on Fit (Visionary Problem
Solving)
Strategy-‐Business Model Fit (Strategic Problem Solving)
Product-‐Market Fit (OperaLonal Problem Solving)
#VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
MARKET (Customer/
User)
PRODUCT (Pretotype/Prototype/
Pilot/Full-‐scale)
STRATEGY VISION
(Leap of Faith/Mission/Goal Hierarchy/Values; Value ProposiLon)
Big Urgent Market Problem (BUMP: Trade-‐off)
1 2 3 4 5
Strategy-‐Business Model Fit (Strategic Problem Solving)
Product-‐Market Fit (OperaLonal Problem Solving)
Problem-‐Solu9on Fit (Visionary Problem
Solving)
#VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
1 2 3 4 5
Strategy-‐Business Model Fit (Strategic Problem Solving)
Product-‐Market Fit (OperaLonal Problem Solving)
Problem-‐Solu9on Fit (Visionary Problem
Solving)
#VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
1 2 3 4 5
#VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
1 2 3 4 5
#VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
1 2 3 4 5
CS
PS
KA
BUMP
Visn (VP)
#VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
1 2 3 4 5
Who is the customer/user?
What is the product/service?
What is the strategy (business model)?
What is the vision/solubon (Value Proposi=on)?
What is the big problem (trade-‐off)?
CS
PS
KA
BUMP
Visn (VP)
#VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
1 2 3 4 5
Who is the customer/user?
What is the product/service?
What is the strategy (business model)?
What is the big problem (trade-‐off)?
What is the vision/solubon (Value Proposi=on)?
#VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
1 2 3 4 5
Example
#VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Industry/Market/Customer Goal (Job To Get Done): Listen to music (everywhere) 1 2 3 4 5
Who is the customer/user?
What is the product/service?
What is the strategy (business model)?
What is the vision/solubon (Value Proposi=on)?
What is the big problem (trade-‐off)?
CS
PS
KA
BUMP
Visn (VP)
Apple’s Vision-‐Strategy-‐Product (VSP)
#VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Industry/Market/Customer Goal (Job To Get Done): Listen to music (everywhere) 1 2 3 4 5
Who is the customer/user?
What is the product/service?
What is the strategy (business model)?
What is the vision/solubon (Value Proposi=on)?
What is the big problem (trade-‐off)?
CS
PS
KA
BUMP
Visn (VP)
q Bulky q Expensive q “Ugly” q Complex to use
q Limited Song Storage q Limited Ba;ery Life
Apple’s Vision-‐Strategy-‐Product (VSP)
PEOPLE LOVE TO LISTEN TO MUSIC BUT MUSIC PLAYERS SUCK
#VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Industry/Market/Customer Goal (Job To Get Done): Listen to music (everywhere) 1 2 3 4 5
Who is the customer/user?
What is the product/service?
What is the strategy (business model)?
What is the vision/solubon (Value Proposi=on)?
What is the big problem (trade-‐off)?
CS
PS
KA
BUMP
Visn (VP)
A Thousand Songs (Your Music Library) in Your Pocket
q Bulky q Expensive q “Ugly” q Complex to use
q Limited Song Storage q Limited Ba;ery Life
Apple’s Vision-‐Strategy-‐Product (VSP)
PEOPLE LOVE TO LISTEN TO MUSIC BUT MUSIC PLAYERS SUCK
#VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Industry/Market/Customer Goal (Job To Get Done): Listen to music (everywhere) 1 2 3 4 5
Who is the customer/user?
What is the product/service?
What is the strategy (business model)?
What is the vision/solubon (Value Proposi=on)?
What is the big problem (trade-‐off)?
CS
PS
KA
BUMP
Visn (VP)
A Thousand Songs (Your Music Library) in Your Pocket
q Bulky q Expensive q “Ugly” q Complex to use
q Limited Song Storage q Limited Ba;ery Life
Apple’s Vision-‐Strategy-‐Product (VSP)
PEOPLE LOVE TO LISTEN TO MUSIC BUT MUSIC PLAYERS SUCK
q SLIM q Expensive q “COOL” q SIMPLE
q LARGE Song Storage q LONG Ba;ery Life
#VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Industry/Market/Customer Goal (Job To Get Done): Listen to music (everywhere) 1 2 3 4 5
Who is the customer/user?
What is the product/service?
What is the strategy (business model)?
What is the vision/solubon (Value Proposi=on)?
What is the big problem (trade-‐off)?
CS
PS
KA
BUMP
Visn (VP)
A Thousand Songs (Your Music Library) in Your Pocket
PEOPLE LOVE TO LISTEN TO MUSIC BUT MUSIC PLAYERS SUCK
q Bulky q Expensive q “Ugly” q Complex to use
q Limited Song Storage q Limited Ba;ery Life
q Customer: Blue Ocean Strategy – Simplicity & High Performance q Business: Luxury Spot Strategy – High Price & High Revenue (High Profit Margin)
Apple’s Vision-‐Strategy-‐Product (VSP)
q SLIM q Expensive q “COOL” q SIMPLE
q LARGE Song Storage q LONG Ba;ery Life
#VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Industry/Market/Customer Goal (Job To Get Done): Listen to music (everywhere) 1 2 3 4 5
Who is the customer/user?
What is the product/service?
What is the strategy (business model)?
What is the vision/solubon (Value Proposi=on)?
What is the big problem (trade-‐off)?
CS
PS
KA
BUMP
Visn (VP)
Portable, Digital Music Player (iPod – Classic)
A Thousand Songs (Your Music Library) in Your Pocket
q Bulky q Expensive q “Ugly” q Complex to use
q Limited Song Storage q Limited Ba;ery Life
q Customer: Blue Ocean Strategy – Simplicity & High Performance q Business: Luxury Spot Strategy – High Price & High Revenue (High Profit Margin)
Apple’s Vision-‐Strategy-‐Product (VSP)
PEOPLE LOVE TO LISTEN TO MUSIC BUT MUSIC PLAYERS SUCK
q SLIM q Expensive q “COOL” q SIMPLE
q LARGE Song Storage q LONG Ba;ery Life
#VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Industry/Market/Customer Goal (Job To Get Done): Listen to music (everywhere) 1 2 3 4 5
Who is the customer/user?
What is the product/service?
What is the strategy (business model)?
What is the vision/solubon (Value Proposi=on)?
What is the big problem (trade-‐off)?
CS
PS
KA
BUMP
Visn (VP)
Portable, Digital Music Player (iPod – Classic)
A Thousand Songs (Your Music Library) in Your Pocket
q Bulky q Expensive q “Ugly” q Complex to use
q Limited Song Storage q Limited Ba;ery Life
q Customer: Blue Ocean Strategy – Simplicity & High Performance q Business: Luxury Spot Strategy – High Price & High Revenue (High Profit Margin)
Apple’s Vision-‐Strategy-‐Product (VSP)
PEOPLE LOVE TO LISTEN TO MUSIC BUT MUSIC PLAYERS SUCK
q SLIM q Expensive q “COOL” q SIMPLE
q LARGE Song Storage q LONG Ba;ery Life
#VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Apple’s Vision-‐Strategy-‐Product (VSP)
Industry/Market/Customer Goal (Job To Get Done): Listen to music (everywhere) 1 2 3 4 5
CS
PS
KA
BUMP
Visn (VP)
Portable, Digital Music Player (iPod – Classic)
A Thousand Songs (Your Music Library) in Your Pocket
q Bulky q Expensive q “Ugly” q Complex to use
q Limited Song Storage q Limited Ba;ery Life
q Customer: Blue Ocean Strategy – Simplicity & High Performance q Business: Luxury Spot Strategy – High Price & High Revenue (High Profit Margin)
Strategy-‐Business Model Fit (Strategic Problem Solving)
Product-‐Market Fit (OperaLonal Problem Solving)
Problem-‐Solu9on Fit (Visionary Problem
Solving)
PEOPLE LOVE TO LISTEN TO MUSIC BUT MUSIC PLAYERS SUCK
q SLIM q Expensive q “COOL” q SIMPLE
q LARGE Song Storage q LONG Ba;ery Life
APPENDIX
How Might Our Vision-‐Strategy-‐Product (VSP) Yacht
Be Capsized and/or Wrecked?
#VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
1 2 3 4 5
RISKS q Search Risk q Planning Risk q Scale Risk q Business Model Risk q Organizabonal Risk q Management Risk
#VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
1 2 3 4 5
TO DO DONE DOING
#VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
1 2 3 4 5
Forces Against
Forces For
#VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
1 2 3 4 5
New Entrants (Startups)
Subs=-‐tutes
(Incumbents)
#VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
1 2 3 4 5
Comple-‐mentors
Influenc-‐ers
New Entrants (Startups)
Subs=-‐tutes
(Incumbents)
#VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
1 2 3 4 5
S: Strengths
O: Opportuni-‐
=es
W: Weaknesses
T: Threats
#VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
1 2 3 4 5
STRATEGY
Product
Market
Vision
Big Urgent Market Problem
Acknowledgement
The logic of the Vision-‐Strategy-‐Product Yacht is inspired by and extends the framework of Eric Ries’s Vision-‐Strategy-‐Pyramid on page 23 of his book, “The Lean Startup.”
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