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SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014
“Customers Included: How to Transform Products, Companies, and the World — With a Single Step”
MARK HURSTCREATIVE GOOD
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Customers Included
@markhurst
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“The Playpump is an ingenious water pump driven by a children’s roundabout.”
2005
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In Malawi, Canadian aid workers Owen Scott and
Duncan McNicholl
2010
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Total time:
3 minutes, 7 seconds
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Total time:
28 seconds
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“Yes, the message is – stop immediately.”
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“[We] found no signs that communities had been consulted
prior to installation.”
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“I met women who had been without their own supply of clean
drinking water for months.”
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“The very nature of innovation requires that we try new things
and take risks.”
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“Don’t get distracted by the shiny object. Execute on the fundamentals.”
-Reed Hastings, April 2013
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Before Project Impact
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During Project Impact
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1 Weird Trick To Include Customers
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iMac iPod
iTunes iPhone
iTunes App Store iPad
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“Mr. Jobs didn’t buy into focus groups.”
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“The lesson from Steve: don’t listen to your customers.”
“Mr. Jobs didn’t buy into focus groups.”
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“You’ve gotta start with the customer experience and work backward to the technology.”
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Remember to… 1. Spend time with customers
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Remember to… 1. Spend time with customers
2. Find out what they want
(don’t ask)
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Remember to… 1. Spend time with customers
2. Find out what they want
(don’t ask)
3. Execute on the fundamentals
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Thank you
@markhurst
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SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014
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