We have built and shipped our product. On time, on budget. We are agile and lean. We have tweaked functionalities and fixed bugs. Everything works as intended. However, the conclusion we have to draw is always the same…Our intended customers don’t like our product. They simply won’t buy it. " Using Eric Ries’ words, "we have well executed a plan to achieve failure." Why? Because we did not know what our customers wanted. Or, worse, what they actually needed. We did not know who our customers were precisely supposed to be. This talk is aimed to inspire product organizations - Agile/Lean or otherwise organized teams - to connect to the business. In other words, market-driven. I feel that despite the fantastic growth of Agile, there is often still a gap between successfully building software and sustainable commercial success in the market. It's beyond the "MVP". Pragmatic methodologies and real examples will be used.

4. •
–
–

5. •
–
–
–
–
–

6. •
•
•
•
•
•

9. •

10. •
•
•
•

11. •
•
•
•

12. •
•

13. •
•
•

14. •
•

15. •
•
•
•
•

16. •
•
•
•
•
•
•
•
•
• 

17. •
•
•

18. •
•

20. •
•
•
•
•
•
•

22. •
•
•

23. •

24. •
•
•
•
•

25. •
•
•
•
•
•
•
•
•

26. •
•
•
•

27. MARKET
Sales
Mktg Comm.
Product/Service
What we have
Idee, “ho sognato che…”.
Intuizioni.
Assunzioni. Nuova Tecnologia.
Experti di mercato
Creativita’
Desiderio
Competenza distintiva
NOI

28. MARKET
Sales
Mktg Comm.
Product/Service
What we have

31. •
•
•

32. •
•

33. •
•

40. •
•
•

42. •
–
–
–
•
–
–
–

43. •
•
•
•

46. •
•
•
•

47. •
•

48. •
•

49. •
–
•
–

52. Ne danno il triste anuncio lo Zio Google
(“marketing is dead”), parenti ed amici

53. •
•
•
•
–

57. •

58. –

59. •
•
•

60. •
•

61. •
–
–
–
–
–
–
–
–

62. •
•
•
•

64. •

68. •
•
•
•

70. •
•
•
•
•

71. •
–
–
–
–
–

72. •

74. •
•

75. • •
•
•
•
• •
•
• •
•

76. MARKET
It is what it is
Listen,
Research
Delivery
Buyer Mktg Sales
Personas Comm Channels
profiling
Business
Case & Specs GTM
Diamond Design Position
Reqs Build Launch
Validate

77. •
•
•
•

79. •

80. •
•
•
•

81. •
•

82. •

84. •
•
•
•
•
•
•

85. •

86. •
•
•

87. •
•
•
•

90. •
•

91. •
•
•

92. •
•
•
•

94. •
•
•
–
–

95. •
•

96. •

98. I want my product out the door on time and at the right cost, maintaining quality standards.
I want my team to be able to build products on time and in a predictable and cost effective way.
Accuracy of my product record is everything. And I need my team to be able to be productive with no
artificial barriers.

99. Brad, Responsabile delle Operazioni (VP Of Operations).
“Sono costantemente sotto pressione affinche’ il prodotto venga
consegnato ai clienti nei tempi stabiliti e con la qualita’ stabilita”. Non
dormo bene di notte perche’ so che che il minimo errore potrebbe
costarmi la carriera nel caso di un recall.
Brad deve essere certo che tutti I dati del prodotto, dalle specifiche funzionali alla lista di fornitori
certificati siano sempre aggiornati
L’informazione creata a manuntenuta dai tecnici ed ingegneri che usano svariati sistemi CAD e di
data management sono la base di molte delle decisioni che prendiamo ogni giorno, tecniche e
non.
Se queste non sono accurate o sono particolarmente prone ad errore umano, certamente non
dormo sogni tranquilli.
L’ultima cosa che voglio vedere succedere e’ che il prodotto venga ritirato dal mercato causando il
fallimento dell’azienda e la cassa integrazione per I dipendenti.
Ma se non faccio qualcosa, questo rischio rimane. Io voglio liberarmene una volta per tutte

100. This new product will
get in my way!
I don’t want and need
to use it.
I am an engineer and
want to be an
engineer!
•
•
•
•
•
•
•

101. •
•
•

102. MARKET
It is what it is
Listen,
Research
Delivery
Buyer Mktg Sales
Personas Comm Channels
profiling
Business
Case & Specs GTM
Diamond Design Position
Reqs Build Launch
Validate

106. •
•
•

107. •
•
•
•
•
•
•
•
•

109. •
–
–
•
–
–
–
•
–

110. •
•
•
•

111. •
•
•

112. •
•
•
•
•
•
•
•
•
•

113. •
•
•

114. •
•
•
•
•

115. •
•
•
•
•
•
•
•

116. •
•
•
•
•
•

117. •
•
–
–
–
–

118. •
•
•
•
•

119. •
•

120. •
•
•
•
–
–
–
–
–
–
–
–
–
–

121. •
•
•
•
•
•
•

122. •
•
•
•
•

123. •
•
•
•

124. •
•
•
•

125. •
–
–
–

126. •
•
–
–
–
–

127. •

128. •
•
•

129. •
•
•
•

130. •
•
•
•
•
•
•
•
•

132. •
•
•

133. •
•
•
•

134. •
•
•
•
•

135. •
•
•
•
•

136. •
•

138. •
•
–
–
–
–

139. •
•

140. •
•
•
•
•
•
•
•
•

141. •
•
•
•
•

142. •
•
•
•
•
•

144. •

149. •
•
•
•
•
•
•
•
•
•

150. •
•
•
•

152. •
•
•
•
•
•

154. •
•
•
•
•
•
•
•
•
•
•
•
•

155. •
•
•
•
•