1.
Accept 360
2010-07-28
Scott Sehlhorst, Tyner Blain
IMPORTANCE OF INNOVATION
& TRANSPARENCY
2010-07-28 Accept 360 Transparency Webinar Series
Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 1

2.
Recorded Webinar
• This presentation was given as a webinar in
the Accept360 transparency series in their
Product Innovation Management channel
• You can watch it on demand at
http://www.brighttalk.com/webcast/21695
• The following are the original slides (better
quality for offline review). Please share
feedback (here or @sehlhorst on Twitter)
2010-07-28 Accept 360 Transparency Webinar Series
Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 2

3.
About the Speaker
Founded Tyner Blain 2005
20 Years Creating Products
– Product Management & Ownership
– Business Strategy & Analysis
– Technical Consulting & Consulting Mgmt
– Developer, Architect, Pre-Seller
– Electromechanical Design Engineer
– eCommerce, B2C, B2B, B2B2C
5 Years of Writing About It
– ~750 articles, ~ 1M page views
@sehlhorst on Twitter
2010-07-28 Accept 360 Transparency Webinar Series
Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 3

4.
Agenda
Today’s Definitions of Innovation & Transparency
– Guaranteed useful for the next hour only…
Product Creation Lifecycle
– Market Understanding
– Goal Focused Stakeholders
– Invention Infusion
– Execution Alignment
– Feedback Loops
2010-07-28 Accept 360 Transparency Webinar Series
Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 4

5.
Innovation = Valuable Invention
Focus on the Value
– Solve Problems People Will Pay To Solve
– These Are The Right Requirements
Expect
– Market Disruption
– Uncovering Latent Needs
– Competitive Response
2010-07-28 Accept 360 Transparency Webinar Series
Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 5

6.
One Definition of Transparency
Transparency as the opposite of Opacity
– Opaqueness prevents you from understanding
Transparency allows you to see and
understand
Share that understanding to provide
context throughout the product
creation process
2010-07-28 Accept 360 Transparency Webinar Series
2010-07-28 Accept 360 Transparency Webinar Series
Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 6
Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/)

7.
Innovation – Transparency Req’d
At Today’s Scale
– Complexity of Technology
– Rapidly Evolving Market Needs
– Agile Competitors
You Need A Team of Specialists
– Gaining Insight – Market Understanding
– Invention with Insight – Design Excellence
– Executing With Repeated Invention & Insight
2010-07-28 Accept 360 Transparency Webinar Series
Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 7

8.
Market Understanding
Understand your customers
– Personas’ goals and problems
– “What’s now?” for your customers
Anticipate Your Market’s Future
– “What’s next?” for your customers
– “What’s next?” from your competitors
2010-07-28 Accept 360 Transparency Webinar Series
Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 8

9.
Insight Defines Goals
Market & user research gets you data
Synthesis and modeling of data gets you insights
Insights unlock opportunities for innovation
2010-07-28 Accept 360 Transparency Webinar Series
Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 9

10.
Facebook’s Faster Horse
In 2005 Facebook Was Semi-Private
In 2009 People asked for
detailed Privacy Settings
In 2010 People asked for
coarse Privacy Settings
People Have What They Want
… but Not What They Need
2010-07-28 Accept 360 Transparency Webinar Series
Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 10

11.
Goal Focused Stakeholders
Stakeholders Own The Goals
NOT Implementation
NOT Features
NOT Design
Transparency of Goals + Trust and Delegation
2010-07-28 Accept 360 Transparency Webinar Series
Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 11

12.
Design Infuses Invention
Design Clarity – Acting Uno Animo
– “Solve This Problem, With This Approach”
Designer-Inventor
– Must Understand the Value
Implementation Team
– Must Understand the Value
– Must Understand the Design
2010-07-28 Accept 360 Transparency Webinar Series
Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 12

13.
Great Products Need Both
Great Products Require Both
– Invention / Design
– Value
Either Without The Other is Unpleasant
2010-07-28 Accept 360 Transparency Webinar Series
Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 13

14.
Provide Context for Development & QA
Transparency of …
– User Goals
– Buyer Goals
– Corporate Goals
– Design Clarity
… Provides Context for the
Implementation Team
2010-07-28 Accept 360 Transparency Webinar Series
Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 14

15.
Feedback Loops
Proactive Engagement & Validation
– External stakeholders (users & buyers)
– Internal stakeholders (execs, sponsors, & beneficiaries)
Grow Trust
Share Understanding
Get Smarter
2010-07-28 Accept 360 Transparency Webinar Series
Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 15

16.
Thanks Very Much!
Questions Now? [cue the moderator]
Questions Later? [join the conversation]
http://tynerblain.com/blog/
@sehlhorst & #prodmgmt
Scott Sehlhorst, Tyner Blain
2010-07-28 Accept 360 Transparency Webinar Series
Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 16

17.
References & Attributions
Refraction through glasses image:
http://commons.wikimedia.org/wiki/File:Refraction_through_glasses_090306.jpg
Newspaper vending machines
http://www.flickr.com/photos/allaboutgeorge/2583886589/
BBC News Online
http://www.flickr.com/photos/24987280@N00/2199162331
God Creates Adam (Sistine Chapel)
http://www.flickr.com/photos/ideacreamanuelapps/3542203718/
Mick Jagger
http://commons.wikimedia.org/wiki/File:Jagger_live_Italy_2003.JPG
Paul Adams on real-life social networks
http://www.slideshare.net/padday/the-real-life-social-network-v2
DOE Battery and Electric Vehicle Report (a longer-term analysis example, removed from pres.)
http://www.whitehouse.gov/files/documents/Battery-and-Electric-Vehicle-Report-FINAL.pdf
Top Ten Tips for Preventing Innovation (a bonus to say thanks for reading this far)
http://tynerblain.com/blog/2006/03/06/top-ten-tips-for-preventing-innovation/
2010-07-28 Accept 360 Transparency Webinar Series
Scott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 17