How to Maximize the Role of Insights Throughout the Product Lifecycle

The Intelligence Collaborativehttp://IntelCollab.com #IntelCollab

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How to Maximize the Role of Insights Throughout

the Product Lifecycle

A Complimentary Webinar from Aurora WDC

12:00 Noon Eastern /// Wednesday 14 September

2016

~ featuring ~

Jason Voiovich Derek Johnson


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Jason Voiovich

Jason Voiovich is Chief Customer Officer at Logic PD, a product lifecycle management services firm that helps market-leading organizations launch and manage their next generation of products. As Logic PD’s CCO, Jason is responsible for maximizing strategic account acquisition, retention and profitability. He leads the engagement of all new business within Logic PD including the research, communications, account management and proposals teams.

Jason has more than 20 years of experience in marketing intelligence and research, specializing in competitive intelligence, new venture strategy, brand valuation and business modeling. Prior to joining Logic PD in 2012, Jason founded Ecra Creative Group, a Minneapolis-based marketing intelligence and brand development agency where he led account management and strategy. Jason received his B.S. in Communications from the University of Wisconsin, Eau Claire, his M.A. in Strategic Communications from the University of Minnesota, and Executive Education in data analytics at the Massachusetts Institute of Technology.

Email: [email protected]

The Intelligence Collaborative is the online learning and networking community powered by Aurora WDC, our clients, partners and other friends and dedicated to exploring how to apply intelligence methods to solve real-world business problems.

Apply for a free 30-day trial membership at http://IntelCollab.com or learn more about Aurora WDC at http://AuroraWDC.com.


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Questions, Commentary & Content

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75% of productsnever reach the market.


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Of those that do…9 out of 10 fail to delivera return on investment.


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You have better odds spinning the roulette wheel in Las Vegas than launching a successful product.


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Insights?


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or Obligations?


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Language barriers?


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Culture has the gun.


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11

How to lose a market in 90 days.


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Copyright 2016 Logic PD, Inc. All Rights Reserved. Confidential.

Three major phases of Product Lifecycle Management


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PLM risk vs. return


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J&J and its competitors circa 2005


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PLM: It’s the culture, stupid.


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Why didn’t anyone listen?Practical examples of how

competitive intelligence can positively impact each phase of

the product lifecycle.


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ROADMAPPING DEVELOPMENT FULFILLMENTOutcome Viable concept Realized product Profitable product

Mindset Innovation, creativity, testing, lean, agile

Problem solving, details, tradeoffs, timeline and budget constraints

Exploitation, refinement and expansion

Timing 10% 10% 80%

Stakeholders R&D, Product Management, Intellectual Property, Executive Management

Engineering, Product Management, Production, Regulatory Affairs, Quality

Manufacturing/Production, Quality Control, Sales, Finance

TACTICAL LEVELWhat are competitors doing now?

Buy samples, tear-downs, HUMINT, user interviews, regulatory submissions, patent submissions

Regular updates during development (competitors are not standing still)

Response to product, keep CI interesting and top of mind

CONSULTANT LEVELWhat will competitors do in the future?

Curating published roadmaps. Creating “unpublished” roadmaps based on multiple sources.

Tradeoff analysis (resolve conflicts) Competitive positioning of incremental feature improvements

INVESTOR LEVELHow can you change the rules of the game?

Build versus buy / comparative analysis techniques

Naysayer (sunk cost fallacy avoidance), kill criteria

Reframe the competitive field, scanning for disruptive competition

Intelligence Outcomes by PLM Phase


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On any given Sunday, the Green Bay Packers know

more about their next opponent than most business

stakeholders know about their own company’s products.

CI can help.


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Thank you! Now how about a little Q&A?

Email: [email protected]

Web: www.LogicPD.com

The Intelligence Collaborative is the online learning and networking community powered by Aurora WDC, our clients, partners and other friends and dedicated to exploring how to apply intelligence methods to solve real-world business problems.

Apply for a free 30-day trial membership at http://IntelCollab.com or learn more about Aurora WDC at http://AuroraWDC.com. See you next time!

How to Maximize the Role of Insights Throughout the Product Lifecycle

Business

Transcript of How to Maximize the Role of Insights Throughout the Product Lifecycle