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This is a recent presentation to members of the Association of Online Publishers in London. I looked at publishing and content through the filter of product development. In this way, we saw content delivered to solve user problems; eg. the evening leisure problem, the morning 'need to know' problem. I also shared the idea of Content as a Service (courtesy of Jeff Jarvis).
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Solve problems
@martinbailiecommercial strategy director
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innovation =a process of trial and errorin search of a product/market fit
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problems
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pure pain and frustration
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“The basic idea is that people don’t go around looking for products to buy.
Instead, they take life as it comes and when they encounter a problem, they look for a solution—and at that point, they’ll hire a product or service.
It is the job, and not the customer or the product, that should be the fundamental unit of analysis.”
Clayton Christensen — author of The Innovator’s Dilemma
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what problems do users of content have?
what are the frustrations? the pain points?
what emotional need does content answer?
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the search to solve problems drives behaviour change.
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“angry people dictate the future of technology”
and we’re all in the technology business.
Jeff Bonforte via Marty Cagan
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platform
content
hardware
user
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perceived pain
the lovers
the irrationals
Everett Rogers Technology Adoption Lifecycle model
the efficients
the laughers
the comfortables
Jeff Bonforte via Marty Cagan
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problems
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themorning must-know problem
quicktopics I wantoffline!
Glue isobar survey n150 UK adult respondents, November 2012
45% twitter is first source of breaking news
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themorning must-know problem
Glue isobar survey n150 UK adult respondents, November 2012
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theevening pleasure problem
1 hr 40 mins of opportunity
Glue isobar survey n150 UK adult respondents, November 2012
40% of tablet owners only read news in the evening on their tablets
When the laptop is open, TV is the second screen
15Thinkbox 2012/ Cog research
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thequality reads problem
topics I like, when I want themserendipity but limited waste
Glue isobar survey n150 UK adult respondents, November 2012
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thewaste problem
learning what I likePAYGbeautifully presented
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thewaste problem
RSS users are more risk averse than average(control AND content)
Aegis CCS 2012 survey (n10k UK adults)
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thebeing part of… problem
for a community, not for subject news
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“Content is that which fills something.
Service is that which accomplishes something.”
Jeff Jarvis
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SaaS
WaaS
CaaS?
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“We hope to rewire the way people spread and consume
information.”
Mark Zuckerberg, May 2012
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Go forth and experiment!
@martinbailie
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