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ROHN JAY MILLERNATIVE INSTINCT
WAS $199NOW $129!
WE LIVE IN BETWEEN TIMES
RECENT PAST NEAR FUTURE Big Bang Launch Static Content Long media lead
times One size fits all Broadcasting Monolithic Ratings
Iterative evolution Rich applications Real-time Personalized Interactive Mobile Big Data
CAMPAIGNS VS. PLATFORMS
Linear Reach + Frequency Demographics Regional Broadcast flights Brand or Direct
Iterative Engaged + Personal Behavioral Tribes + Hyper-local Continuous Improvement Reputation + transaction
Thanks to:
AGILE SLIDE
AGILE
Lean
Continuous improvement –Kaizan Rapid prototyping + testing
hypothesis Minimum *desirable* product Customer engagement (and
obsession) Metrics driven—what is the goal? Learn fast—don’t fail fast
Lean Start-ups
Continuous customer interaction Revenue goals from day one No scaling until revenue Assume customer + features are
*unknowns* Low burn rate by design, not crisis
Credit: Farrah Bostic, How to Do Lean Planninghttp://www.slideshare.net/flbostic/how-to-do-lean-planning
The 2008 campaign of Barack Obama was a great example of Lean + Agile. The vision was “Change We
Can Believe In,” and the ability of the Obama campaign to adapt to market conditions while remaining
authentically true to their vision was what made him President.
Well….that, and the Internet…
WHAT DOES THIS MEAN?
Drive + measure customer engagement
Use Agile in flexible channels Projects work better at first Be aware of legacy process—fight or
flow One meeting to listen + decide X-department / skill set teams
succeed Trust is a strength, mistrust a barrier
“Plans are nothing, planning is everything.”
Dwight D. Eisenhower
VISION STATEMENT
NOW WHAT?RESEARCH?
(my answer: get out of the building! fast!)
BAD
FASTSLOW
GOOD
LOOK HEREFIRST
CAREFUL,THESE CAN BEGREAT—OR
GREAT TRAPS
USEWORDPRESSAND HIRE ME
AVOID THESE
POSSIBLE WEBSITE IDEAS
STORIES
Who is doing what for why?
CASE STUDYThe Flip Camera + Native Instinct
When we began working with Pure Digital on the Flip Camera the intended audience was parents of kids
under 5. It would be a camera that would be easy to carry and use, and easy to upload.
But then it took off. All kinds of people began buying the Flip. Parents. College students. Bloggers. Butchers.
Bakers. We began expanding communications into social media. Today the Flip camera has more “likes”
on Facebook than Cisco.
We kept iterating with Pure Digital. The rise of the Flip was in symbiosis with the growth of You Tube. Native
Instinct wrote the software for the “one-click upload” to You Tube. Is this marketing or product? Agile melds
product and marketing, sez I.
We wanted to give people a place where the could put their family videos and invite only certain people to see. So we
designed and build FlipShare.
We built an e-commerce site for the Flip in Drupal. 2 Million cameras in 2 years. Then we figured out how to allow people to put their own design on a Flip Camera, which made it their Flip. This also helped Pure Digital’s profit margins, since you
could only get this on the e-commerce site.
The site was re-designed to account for different types of buyers based not on demographics—that wasn’t significant as it turned out—but instead based on behaviors. What role
did the Flip play in helping you use video?
Pure Digital brought to market new lines of the Flip, which met different needs. We showed how each one fit
into that customer’s story, which was a concept from Agile.
EXERCISEMinneapolis Bike System
EXERCIZE
The City of Minneapolis has started a bike rental program called NICE RIDE MN
Bikes can be rented for $5 a day / $4.50 for 90 minutes, annually + annual student discount
The City wants the program to be self-funding and perhaps return enough profit to expand
EXERCIZE
What are the hypothesis? How do we research them? What are the stories? What could our vision statement be? Given that, what would we build
first? How would we build it? Who would
do what?
THANK [email protected] @ROHNJAYMILLER +1 (612) 749-0803400 S. 4th Street, Suite 401-110Minneapolis, MN 55403 USA
