Member Recruitment e Role of Customer Discovery and Storytelling14/1315_Errol_Arkilic-Role_of... ·...
Transcript of Member Recruitment e Role of Customer Discovery and Storytelling14/1315_Errol_Arkilic-Role_of... ·...
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January 9, 2014
Errol Arkilic, M34 Capital
Andrea Kates, LaunchPad for Enterprise
Member Recruitment The Role of Customer Discovery
and Storytelling
kksd
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Defining the Value Proposition for a Center
Center/Site Director: Who are your customers? IAB Segments: Industry, Government, Academe Value Proposition: � Access to students/future employees � Consortium relationships? � IP? � Others?
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Addressing Value Propositions: Storytelling
� Have a great story to convey ! Innovation (Novelty and Value)…. Surprise and delight! ! Evidence (Show don’t tell)
� Convey it with the listener’s priorities in mind ! Their vocabulary ! Their point of view
� Create an emotional connection ! Engage/Express/Endear
Hint: Lead with “why”, save the “how” for later
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Lead with “why”…
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The how comes later…
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Every Great Story Contains a Discovery….
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Hyatt Hotels & Resorts
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Johnson & Johnson
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Business Model Canvas
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Without customer discovery, you are just guessing
Our$view$ Value$Proposi0ons$
We#can# Industrial#Advisory#Board#members#need#
We#offer# IAB’s#customers#will#buy#
We#solved# IAB#members#can#deliver#
We#thought#you#said# IAB#members#wanted#to#tell#you#
We#know# You’ve#tested#guesses,#switched#course,#and#validated#experiments.#
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Restrain the “stubborn genius”
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We manufacture chemicals. We sell…
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Customer Discovery
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IAB mindset
• Identify and fuel sustainable sources of revenue growth
• Generate market-tested ideas that support enterprise priorities
• Tap into customer priorities
• Connect the dots
• Access to students
• Forum with peers
• Precompetitive research
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General Motors/OnStar
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Expanded view of a value proposition
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Customer Discovery’s Second Benefit Inform the path to commercialization
2,344 teams have tested 64,651 hypotheses
and conducted 58,945 customer interviews
leading to 12,371 pivots.
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Customer Discovery’s second benefit
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Innovation-Corps (I-Corps)
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Storytelling based on Customer Discovery
� Have a great story to convey � Convey it with the listener’s priorities in mind � Create an emotional connection
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Get out of the building.