apple's one-page customer plan: how steve jobs/apple dream up and execute magical ideas that...
DESCRIPTION
On August 20, 2012 Apple became the most valuable company in the world with a market capitalization of $623.5 billion. Contrast this with the late 1990s when Apple went nearly bankrupt. How did Apple manage to move from the near death experience of bankruptcy to an insanely great experience of being the most valuable company on earth? No doubt, the answer largely lies with the late Steve Jobs and the Apple team that he put in place. But how did Steve Jobs/Apple (team) dream up and execute the insanely great ideas that positively changed our world? This presentation tells uses the lens of the One-Page Customer Plan to tell you how. The visual framework and tools of the One-Page Customer Plan helps individuals and organizations to dream up and execute magical ideas that positively change the world. If you want to make a large and positive difference in the world, use the One-Page Customer Plan.TRANSCRIPT
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APPLE’S ONE-PAGE CUSTOMER PLAN: Customer Ecosystem Innovation
Dream Up and Execute Magical Ideas That Positively Change the World
Copyright 2012. Dr. Rod King. [email protected] & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
DREAM/ VISION:
Ideal Final Result (IFR)
Requirements for
Insanely Great Customer
Experience
FRACTAL ECOSYSTEM: An Ecosystem of (Product/Service) Ecosystems
Past: PC Desktop Present (2001) - Laptop/Network/Internet Future – Digital Hub Lifestyle
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Template for ONE-PAGE CUSTOMER PLAN: Overview
CUSTOMER/CLIENT: ………………………………………………………………………………… Date:……………………………………
PROBLEM/GOAL/NEED/JOB: ………………………………………………………………………………………………………………………
Copyright 2012. Dr. Rod King. [email protected] & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
Past Present Future
DREAM/ VISION:
Ideal Final Result (IFR)
Requirements for
Insanely Great Customer
Experience
FRACTAL ECOSYSTEM: An Ecosystem of (Product/Service) Ecosystems
STEVE JOBS’ LAW FOR CUSTOMER ECOSYSTEM INNOVATION
Dream Up and Execute Magical Ideas That Positively Change the World
Start with The Ideal Final Result (IFR) for
The Customer Experience And
Work Backwards To The Design of
The Products/Services As Well As Customer and Business Ecosystems
Paraphrased from a Steve Jobs’ Quote
Copyright 2012. Dr. Rod King. [email protected] & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
IDEAL FINAL RESULT (IFR): Definition, Requirements, and Features
Dream Up and Execute Magical Ideas That Positively Change the World
Copyright 2012. Dr. Rod King. [email protected] & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
An “Ideal Final Result (IFR)” Is
An Object, Ecosystem, or a System That
Completely Resolves Customer Trade-offs Has Auto-Functionality, Almost Perfect Quality, and Versatility Is Weightless; Occupies Zero Space; Is Invisible Uses Internal Resources to Resolve Trade-offs in Zero Time Is Completely Interactive and Personalizable Delivers Insanely Great Customer Experience on Demand Has Almost Infinite Delight (Benefit; Useful Effect) Has Almost Zero Pain (Cost; Harmful Effect); Is Free
A P
Steve Jobs Focused On Answering
The Two Customer Greatness Questions
For Creating Insanely Great Customer Experiences:
1. Who is the most valuable customer in the present and future ecosystem? 2. How to viably create an insanely great
customer experience or a zero trade-off?
THE 2 CUSTOMER GREATNESS QUESTIONS
Basic Secret for Dreaming Up and Executing Magical Ideas That Positively Change the World
Copyright 2012. Dr. Rod King. [email protected] & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
a
ENTERPRISE Ecosystem (Product/Solution/Tool) HOW TO VIABLY CREATE AN INSANELY GREAT CUSTOMER EXPERIENCE (IGCE) OR A ZERO TRADE-OFF?
CUSTOMER Ecosystem (Market/Problem/Job) WHO IS THE MOST VALUABLE CUSTOMER (MVC) IN THE PRESENT AND FUTURE ECO- SYSTEM?
THE 2 CUSTOMER GREATNESS QUESTIONS
Hypotheses vs. Reality
Copyright 2012. Dr. Rod King. [email protected] & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
THE 2 CUSTOMER GREATNESS QUESTIONS: Visual Worksheet
CUSTOMER/CLIENT: ………………………………………………………………………………… Date:……………………………………
PROBLEM/GOAL/NEED/JOB: ………………………………………………………………………………………………………………………
Disruption Spot
Luxury Spot
Strategic Choice
Sweet Spot Model
Blue Ocean (Value Innovation)
Model
Luxury Spot (Differentiated/
Sustaining-[R]evolutionary)
Model
Disruption Spot/Lean (Disruptive Innovation)
Model
Copyright 2012. Dr. Rod King. [email protected] & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
Market Segment (Customer Job/Crisis/Goal): ………………….……..……………….………… ………………………………………………………………………………………..…………….………….………….
ASPIRATION MAP: Template for Documenting & Evaluating Customer Experience
Customer Ecosystem and Business Model Archetypes for Trade-off of Pain vs. Delight
Volcano Model
Green Ocean Model
Red Ocean Model
No-Man’s-Island Model
Oasis (‘Stuck-in-the-middle’)
Model
(-): PAIN
(Cost)
(+): DELIGHT
(Benefit/Revenue)
Insanely Great Experience Ideal Final Result (IFR) Infinite Shared Greatness
Key High Level of Customer Experience Low Level of Customer Experience
6 10 3
6
10
3
CUSTOMIZATION Customization; Personalization Interactivity/Immersion/Control Entertainment; Fun; Fascination Interface; Desired Shape
INACCESSIBILITY Inaccessibility; Inconvenience Unavailability; Inflexibility; Rigidity Friction; Noise; Temperature Unscalability
PERFORMANCE/REVENUE Functionality; Useful Effect Performance/Effectiveness/Rev. Strength; Speed; Illumination; Adaptability; Automation; Ubiquity
COST (PRICE) Cost; Price; Quantity; Labor; Tool Weight; Mass; Material; Density Size; Volume; Length; Area; Defect Energy; Effort; Stress; Equipment PROCESS TIME/DELAY Process Time; Delay; Duration Age; Inactivity; Immobility Lifecycle Disposability
BRANDING Ergonomics; Beauty; Design Color/Visual; Multi-sensory Power; Prestige; Fascination Recognition; Loyalty
CUSTOMER EXPERIENCE
REQUIREMENTS
- Delight - Pain
COMPLEXITY Complexity; Info; Difficulty Support; Training; Repair Range; Inventory Risk; Harmful Effect; Pollution
QUALITY Quality; Durability Reliability; Stability; Safety Accuracy; Precision Efficiency; Productivity; Speed
ELEMENTS AND DESCRIPTIONS OF CUSTOMER EXPERIENCE REQUIREMENTS
Dream Up and Execute Magical Ideas That Positively Change the World
Copyright 2012. Dr. Rod King. [email protected] & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
Copyright 2012. Dr. Rod King. [email protected] & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
ONE-PAGE CUSTOMER PLAN: …………..………………………………………… (Ecosystem/Industry/Theme/Tool) Client/Customer (Segment/Persona): …………..……………………..……………………………………………………………..…… PROBLEM/NEED/GOAL/JOB: ………………….…………………………………………………. Date: …………..……………………
CONSTRAINTS: (What are constraints/obstacles/barriers/problems that prevent full realization of future system/vision/ dream/Ideal Final Result (IFR)?
DREAM/ VISION/ Ideal Final Result (IFR): Value (+/-)
PRESENT SYSTEM/EXPERIENCE (Where currently are we?)
VALUE TRANSFORMATION TOOL - Evolve, Explore, or Disrupt: What if … we
(Eliminate/Reduce/Increase/Create)
FUTURE SYSTEM/EXPERIENCE (Where must we go?)
Short/Medium/Long-term
Zooming
Copyright 2012. Dr. Rod King. [email protected] & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
ONE-PAGE CUSTOMER PLAN For Improving Customer Experience: Digital Music ECOSYSTEM Client/Customer (Segment/Persona): High end Technologist-Artist (Luxury Spot) PROBLEM/NEED/GOAL/JOB: Reinvent the ecosystem of digital music players Date: 2001
CONSTRAINTS: (What are constraints/obstacles/barriers/problems that prevent full realization of future system/vision/ dream/Ideal Final Result (IFR)?
DREAM/ VISION/ Ideal Final Result (IFR): Value (+/-)
PRESENT SYSTEM/EXPERIENCE (Where currently are we?)
PRODUCT
VALUE TRANSFORMATION TOOL - Evolve, Explore, or Disrupt: What if … we
(Eliminate/Reduce/Increase/Create)
FUTURE SYSTEM/EXPERIENCE (Where must we go?)
Short/Medium/Long-term
Big/Clunky/Ugly/Difficult-to-use/… CD Players Flash Players MP3-CD Players Hard Drive Jukebox Players Illegal music download from Internet
What if … we DISRUPT: Eliminate: • Usual control buttons; On-off switch; Traditional gray/black color Reduce: • Size/thickness; Weight; Complexity in usage; Learning curve; Manual Increase: • Price; Simplicity of use; Battery life; Storage capacity; Functions/Form/Design Create: • LCD Screen; Packaging; Scroll wheel; Fast download; Disruption/Unique Ads
• Seamless music experience • Thousand songs in your pocket Cool design/form/useability Simple and easy to use Ultra-portable; Ultra-light Enough skip protection Long battery life “Cool” & disruptive ads (on TV) Fast and legal music download
TRADITIONAL DIGITAL MUSIC PLAYERS
CLASSIC IPOD
Zooming
Copyright 2012. Dr. Rod King. [email protected] & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
ONE-PAGE CUSTOMER PLAN For Improving Customer Experience: Business Ecosystem Client/Customer (Segment/Persona): ………………………………….…………………………………………………………………… PROBLEM/NEED/GOAL/JOB: ………………………………………………………………………….. Date: ………………………..
CONSTRAINTS: (What are constraints/obstacles/barriers/problems that prevent full realization of future system/vision/ dream/Ideal Final Result (IFR)?
DREAM/ VISION/ Ideal Final Result (IFR): Value (+/-)
PRESENT ECOSYSTEM (Where currently are we?)
“SEMPORCES” Chain
VALUE TRANSFORMATION TOOL - Evolve, Explore, or Disrupt: What if … we
(Eliminate/Reduce/Increase/Create)
FUTURE ECOSYSTEM (Where must we go?)
Short/Medium/Long-term
S – Suppliers/Inputs/Partners S – Suppliers/Inputs/Partners
E – Employees/Culture/Brand/IP E – Employees/Culture/Brand/IP
M – Machinery/Techn/Tool/Infra M – Machinery/Techn/Tool/Infra
P – Process/Strategy/Job To Be Done P – Process/Strategy/Job
O – Output (Product/Service) O – Output (Product/Service)
R – Retailers/Distributors/Channels R – Retailers/Distributors/Channels
C – Customers/Consumers C – Customers/Consumers
E – Environment (Global) E – Environment (Global)
S – Shared Dream/Mission/Result S – Shared Dream/Mission/Result
Zooming
Copyright 2012. Dr. Rod King. [email protected] & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
ONE-PAGE CUSTOMER PLAN For Improving Customer Experience: Customer Ecosystem Client/Customer (Segment/Persona): ………………………………….…………………………………………………………………… PROBLEM/NEED/GOAL/JOB: ………………………………………………………………………….. Date: ………………………..
CONSTRAINTS: (What are constraints/obstacles/barriers/problems that prevent full realization of future system/vision/ dream/Ideal Final Result (IFR)?
DREAM/ VISION/ Ideal Final Result (IFR): Value (+/-)
PRESENT ECOSYSTEM (Where currently are we?)
“SEMPORCES” Chain
VALUE TRANSFORMATION TOOL - Evolve, Explore, or Disrupt: What if … we
(Eliminate/Reduce/Increase/Create)
FUTURE ECOSYSTEM (Where must we go?)
Short/Medium/Long-term
S – Suppliers/Inputs/Partners S – Suppliers/Inputs/Partners
E – Employees/Culture/Brand/IP E – Employees/Culture/Brand/IP
M – Machinery/Techn/Tool/Infra M – Machinery/Techn/Tool/Infra
P – Process/Strategy/Job To Be Done P – Process/Strategy/Job
O – Output (Product/Service) O – Output (Product/Service)
R – Retailers/Distributors/Channels R – Retailers/Distributors/Channels
C – Customers/Consumers C – Customers/Consumers
E – Environment (Global) E – Environment (Global)
S – Shared Dream/Mission/Result S – Shared Dream/Mission/Result
Zooming
PERIODIC TABLE AND JIGSAW PUZZLE FOR MAPPING AN ECOSYSTEM
Tools, Theories, and Methodologies for Product/Service, Business Model, and Customer Ecosystem Innovation
S E M P O R C E S Suppliers/ Inputs
Employees/ Culture/ Brand/IP
Machinery/ Technology/ Infra’
Processes/ Strategies
Output: Product/ Service
Retailers/ Distributors/ Channels
Customers/ Consumers (Problems/Job)
Environ-ment
Shared Greatn./ Impact
Partners (Suppliers/Materials/ Info/Energy)
Key Resources Activities (Processes)
Internal Value Proposition (Solution)
Customer Relationship Management
Industry/ Trends
SHARED VALUE/ PROFIT (Pain: - Delight: +
CAPABILITIES: CORE COMPETENCIES LOCAL ENVIRONMENT (Demand)
GLOBAL ENV.
ENTERPRISE (SYSTEM/VALUE CHAIN/Supply: Inside the Enterprise)
Design
Needs
Aspiratns
EXTENDED ENTERPRISE
(SUB-ECOSYSTEM; INDUSTRY/SUPPLY CHAIN)
GLOBAL COMPETI-TIVE FORCES
COMPE-TITIVE ADVAN-TAGE
INPUT PROCESSING OUTPUT EXTERNAL ENVIRONMENT RESULT (Impacts/ Effects) SUPERSYSTEM (Cause)
ECOSYSTEM
D N A
Copyright 2012. Dr. Rod King. [email protected] & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
Copyright 2012. Dr. Rod King. [email protected] & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
ONE-PAGE CUSTOMER PLAN: Complete Overview
Dream Up and Execute Magical Ideas That Positively Change the World
Design
Needs
Asp.
Suppliers/ Inputs/ Partners
Employees/ Culture/ Brand/IP
Machinery/ Technol./ Infra’
Process/ Strategy
Output (Product/ Service)
Retailers/ Channels/ Distributors
Customers/ Customer Rel. Management
Environ-ment: Global
Shared Greatness (Profit)
D A N
IDEALS/DREAMS/ VISION/VALUE/PROFIT
S M E P R C E O S
PAST Customer Ecosystem
PRESENT Customer Ecosystem
FUTURE Customer Ecosystem
Infant (Experimental/Startup)
CUSTOMER ECOSYSTEM
Growing (Scalable)
CUSTOMER ECOSYSTEM
Matured (“Red Ocean”)
CUSTOMER ECOSYSTEM
Tipping Point; Chasm
Fault line
LIFECYCLE OF A CUSTOMER ECOSYSTEM (BUSINESS MODEL)
4 Stages or Acts in the Evolution of a Customer Ecosystem or Business Model (Living Organism)
Customer Validation “Cleft” (Environmental Fitness)
Copyright 2012. Dr. Rod King. [email protected] & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
Declining (Dying)
CUSTOMER ECOSYSTEM
Customer Idea (“Egg”; DNA; Genetic Code)
ENVIRONMENT (Shared Dream/Vision/Value/(Result: -/+)
DREAMS/ IDEALS/ GREATNESS Mission/ Vision
Tipping Point; Chasm
Fault line
EVOLUTION OF MOST VALUABLE CUSTOMERS (MVC)
Customer Segments for 4 Stages in the Evolution of a Customer Ecosystem or Business Model
Customer Validation “Cleft” (Environmental Fitness)
Copyright 2012. Dr. Rod King. [email protected] & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
Visionaries
(Delighted by Novel Functionality and “Cool” Uses)
Regular Users
(Delighted by Better Quality, Performance, and Cost as well as
Accessibility and Simplicity)
Upgraders
(Delighted by Customized Improvements, Brand, Extensions and Total Solutions)
Retirees (Dissatisfiers: Overserved/Underserved)
Leads/Prospects (Non-customers) - Low/High-end Dissatisfiers from Competitors - Early Evangelists/Adopters
DREAMS/ IDEALS/ GREATNESS Mission/ Vision
ENVIRONMENT (Shared Dream/Vision/Value/(Result: -/+)
APPLE’S CUSTOMER ECOSYSTEM INNOVATION
How World-class Innovators Dream Up and Execute Magical Ideas That Positively Change the World
Customer Planning Questions: Where currently are we/they? Where must we/they go? How should we/they get there? What are constraints?
TIME
(Arrow of Time: Past/Present/Future)
Journey, Invisible Hand, or Fractal S-Wave of Innovation for Ecosystem (Supersystem/Economy/Value Network/Supply Chain/Market/ Industry Trends, Expectations, or Demand)
1st Wavelet of Innovation: VALUE CHAIN (PRODUCT/SERVICE/ENTERPRISE) Innovation (Value Chain/Product: Functionality, Quality, Simplicity, Differentiation, and/or Cost-focus) Examples: Personal Computer; Printer – Apple I; Apple II; MacIntosh; iMac; Apple TV
2nd Wavelet of Innovation: BUSINESS MODEL Innovation (Business Model/Marketing Engine: Scalable Revenue & Profit-focus) Examples: Internet Software – iTunes; eStore; App Store
Copyright 2012. Dr. Rod King. [email protected] & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
∞
∞
3rd Wavelet of Innovation: CUSTOMER ECOSYSTEM Innovation (Ecosystem/Industry/Platform: Shared Value-focus) Examples: Digital Lifestyle - iPod; iPod Touch; iPhone; iPad
EXPERIENCE: Shared Happiness (Experience = Happiness = Value = +/- = Delight/Pain ~ Revenue/Cost = Differentn/Cost = 1/Trade-off)
Birth
Maturity
Growth
Customer Segment/Persona: …………………………………………...…………… Customer Goal/Job To Be Done/Tool: …………….……………………………………….….
ONE-PAGE MBA FOR CUSTOMER ECOSYSTEM INNOVATORS
How World-class Innovators Dream Up and Execute Magical Ideas That Positively Change the World
Customer Planning Questions: Where currently are we/they? Where must we/they go? How should we/they get there? What are constraints?
TIME
(Arrow of Time: Past/Present/Future)
Journey, Invisible Hand, or Fractal S-Wave of Innovation for Ecosystem (Supersystem/Economy/Value Network/Supply Chain/Market/ Industry Trends, Expectations, or Demand)
1st Wavelet of Innovation: VALUE CHAIN (PRODUCT/SERVICE/ENTERPRISE) Innovation (Value Chain/Product: Functionality, Quality, Simplicity, Differentiation, and/or Cost-focus) Examples: IBM (Computers); Xerox; Motorola; RIM (Smartphone); Borders; Segway
2nd Wavelet of Innovation: BUSINESS MODEL Innovation (Business Model/Marketing Engine: Scalable Revenue & Profit-focus) Examples: Dell; Netflix; Cirque du Soleil; IKEA; Nintendo (Wii); Southwest Airlines; ZipCar; Ford/GM/Chrysler/Toyota; Samsung
Copyright 2012. Dr. Rod King. [email protected] & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing
∞
∞
3rd Wavelet of Innovation: CUSTOMER ECOSYSTEM Innovation (Ecosystem/Industry/Platform: Shared Value-focus) Examples: Apple; Wal-Mart; Microsoft; Cisco; eBay; Amazon; Google; Facebook; GE; P & G; IBM (Services)
EXPERIENCE: Shared Happiness (Experience = Happiness = Value = +/- = Delight/Pain ~ Revenue/Cost = Differentn/Cost = 1/Trade-off)
Birth
Maturity
Growth
Customer Segment/Persona: …………………………………………...…………… Customer Goal/Job To Be Done/Tool: …………….……………………………………….….