This is a recent presentation to members of the Association of Online Publishers in London. I looked at publishing and content through the filter of product development. In this way, we saw content delivered to solve user problems; eg. the evening leisure problem, the morning 'need to know' problem. I also shared the idea of Content as a Service (courtesy of Jeff Jarvis).
5. “The basic idea is that people don’t go around
looking for products to buy.
Instead, they take life as it comes and when
they encounter a problem, they look for a
solution—and at that point, they’ll hire a
product or service.
It is the job, and not the customer or the
product, that should be the fundamental unit
of analysis.”
Clayton Christensen — author of The 5
6. what problems do users of
content have?
what are the frustrations?
the pain points?
what emotional need does
content answer?
6
7. the search to solve
problems drives behaviour
change.
7
8. “angry people dictate the
future of technology”
and we’re all in the
technology business.
Jeff Bonforte via Marty Cagan
8
10. the the
efficients laughers
the the
the irrationals comfortables
lovers
perceived pain
Jeff Bonforte via Marty Cagan Everett Rogers Technology Adoption Lifecycle model
10
12. the
morning must-know problem
quick 45%
topics I want twitter is first
source of
offline! breaking
news
Glue isobar survey n150 UK adult respondents, November 2012
12
13. the
morning must-know problem
Glue isobar survey n150 UK adult respondents, November 2012
13
14. the
evening pleasure problem
40% of
1 hr 40 mins tablet
of opportunity owners only
read news in
the evening
on their
Glue isobar survey n150 UK adult respondents, November 2012
tablets 14
15. When the laptop is open, TV is the second screen
Thinkbox 2012/ Cog research
15
18. the
quality reads problem
topics I like,
when I want them
serendipity
but limited waste
Glue isobar survey n150 UK adult respondents, November 2012
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