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Product Development - notes

from the real world

G el 0 an

er of e ana and a a-

As we know,

There are known knowns.

There are things we know we know.

We also know

There are known unknowns.

That is to say

We know there are some things

We do not know.

But there are also unknown unknowns,

The ones we don't know

We don't know.

Donald Rumsfeld

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From idea to product

he "democratic" approach

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5

"Le 's make hiding lnforma Ion so

simple grandma could do it"

privacy software

3+ mil ion users

The systematic approach

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n

"Is there anything on my PC tha

made more sense on the mobi e?"

location based social network

700,000 members

B t is my idea good?

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It's endurance.

It's no grea ideas hat makegrea entreprene rs.

But how do you end re?

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"The best reason to start an organization

is to make meaning. Meaning is not

about money, fame or power. Instead,

meaning is about making the world a

better place, increasing the quality of

life, righting a wrong and preventing

good from ending."

Guy Kawasaki

Even if you fail, a leas you

fai ed

doing the righ thing.

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Designing your

product

De ine he very core

of your product

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First version in 1997:

Co Id only hide 1 file a a time!

No folders, no hard disks, no

nothing,

5

he people nearby.

In a I·st - no maps.

Only one photo per user.

, .

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hink of a vlsuallsable idea

When yo designyo r product, yo do R

In he ight of an imminentencryption ban:

" ncryp ·on is jus not enough,

hide your da a"

James-8ond- ike U X

5

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n

"Use your mobile to find

new frl ends"

Show sexy people discoveri g a her

sexy people on their mobile

Users come for a reason.

Bu hey might stay

forano her one.

hink about retention.

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5

Users came because they wanted

to hide data in plain sight.

Users stay because of hard disk

encryption&

anonymous surfing.

, .

Users came because they wanted to

meet new people.

Users stay because they want to stay

in contact with (new) friends.

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Wha do yo r resellers

need?

hink of sales channels when

designing your prod ct

Getting your

produc done

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Ge yourself a good

technical cofo nder

Thlnk It hrough.

Then remove.

Concep -> Development

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k - kO_2.0_ iP on - pro uct t ctur:

- -.-

emove. Remove. Remove.

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Yo might have a perfectproduct.

If yo survive.

maging a bulldlng

w· h perfec s a lcs

( he moment

everything's done).

But no during the

building process.Washington Huskys

Stadium collapse 1987

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"If your version 1

doesn' suck, you suck"

You have no Idea of yo r

cus omers.And they are NOTalways r·ght.

Soget your product out!

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More tips:

Do AlB tests

Talk to the developers

Multiply their estimations x2.S

Define your product categorv

Don't annoy your users

Remove. Remove. Remove.

Recommended reading

Fried/Hanson: Rework

Kawasaki: The Art of the Start

McConnell: Code Complete

Pettis/S ark: The Cult of Done

Manifesto

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MeaningS·mp ici y

Speed

Endurance

[email protected]

twitter: GabrielBerlin

hanks!