The Value of Insight as Intellectual Property

2011 -03-23 Product Management View: Insights as Intellectual PropertyScott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 1

INSIGHTS… …AS INTELLECTUAL PROPERTY

Product Management View2011-03-23Scott Sehlhorst, Tyner Blain

Ryma’s Grandview PMV page includes a recording of this webinar

http://webinars.rymatech.com/webinars/20110323/20110323_Value_of_Insights_as_Intellectual_Property.pdf

and a downloadable version of these slides (pdf format)Thanks to Val and Bradley and the team for inviting me to present this for them! Search Twitter for #PMV to keep

up with what they are doing every week, and follow me on twitter (@sehlhorst). Thanks for reading

2011 -03-23 Product Management View: Insights as Intellectual PropertyScott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 2

INSIGHTS… …AS INTELLECTUAL PROPERTY

Product Management View2011-03-23Scott Sehlhorst, Tyner Blain

2011 -03-23 Product Management View: Insights as Intellectual PropertyScott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 3

About the Author

• Founded Tyner Blain 2005• agile Product Manager / Product Owner• 13 Years in Software

– Product / Program Management / Ownership– Business Architecture / Analysis– Technical Consulting & Consulting Mgmt– Developer, Architect, Pre-sales

• 8 Years as an Electromechanical Design Engineer• BSME Carnegie Mellon 1990 (yes, I’m old)

• @sehlhorst on Twitter

2011 -03-23 Product Management View: Insights as Intellectual PropertyScott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 4

The Old Intellectual Property

2011 -03-23 Product Management View: Insights as Intellectual PropertyScott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 5

The New Intellectual Property……for Product Managers

• Understanding Your Market– Understanding Your Customers– Understanding Your Competitors– Understanding Your Trends– Understanding Your Business

2011 -03-23 Product Management View: Insights as Intellectual PropertyScott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 6

Market Models

2011 -03-23 Product Management View: Insights as Intellectual PropertyScott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 7

Ex: Customer Model - Trust Pyramid

2011 -03-23 Product Management View: Insights as Intellectual PropertyScott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 8

Problems & Personas

• For Whom Is Each Problem Important?

Single Parent Housekeeper Office Cleaner Kid (Doing Chores)

Homeowner Retiree0

1

2

3

4

5

6

7

8

9

10

Physically Easy to Use

2011 -03-23 Product Management View: Insights as Intellectual PropertyScott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 9

Problems & Personas

• The Nature of the Problem for each persona

Delight

Disgust

No

Cap

abili

ty Com

pleteC

apability

Indifference

Delight

Disgust

No

Cap

abili

ty Com

pleteC

apability

Indifference

2011 -03-23 Product Management View: Insights as Intellectual PropertyScott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 10

Ex: Competitive Analysis Dashboard

2011 -03-23 Product Management View: Insights as Intellectual PropertyScott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 11

Trends

2011 -03-23 Product Management View: Insights as Intellectual PropertyScott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 12

Ex: Revenue Model

2011 -03-23 Product Management View: Insights as Intellectual PropertyScott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 13

Ex: Revenue Model – On The Wall

2011 -03-23 Product Management View: Insights as Intellectual PropertyScott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 14

Incremental Investment

• This Is a Lot of Work• It Is Not Big Up Front Requirements (BUFR)

• Build as you Go

2011 -03-23 Product Management View: Insights as Intellectual PropertyScott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 15

The New Intellectual Property……for Product Managers

• Understanding Your Market– Understanding Your Customers– Understanding Your Competitors– Understanding Your Trends– Understanding Your Business

• Capture Those Insights – That is Your IP– Useful to You & Your Team– Incremental Investment

2011 -03-23 Product Management View: Insights as Intellectual PropertyScott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 16

Thanks Very Much!

• Any Questions?

• Scott Sehlhorst, Tyner Blain• http://tynerblain.com/blog/• @sehlhorst

2011 -03-23 Product Management View: Insights as Intellectual PropertyScott Sehlhorst, Tyner Blain (http://tynerblain.com/blog/) 17

ReferencesKano Analysis Webinar and Slideshttp://grandview.rymatech.com/2009/163-kano-analysis.htmlhttp://www.slideshare.net/ssehlhorst/kano-analysis20090923Zen Agilehttp://zenagile.wordpress.com/2010/03/06/the-flow-of-agile-requirements-artefacts/Imageshttp://www.sxc.hu/index.phtml http://www.flickr.com/photos/monkeypuzzle/2754137841/sizes/o/in/photostream/