Smells Like Teen Spirit: Innovate During Puberty

A GUIDE TO PRODUCT INNOVATIONwith Susan Morrow of Ask.com

Internet start-up’s of the ’90s:We must keep innovation alive!

• Over 16 years ago: Ask.com, a fresh, darling Internet start-up

is introduced.

• Now: Ask.com is turning 17 – and has 200 million users.

But product innovation needed a boost.

• March 2013: Ask.com hires Susan Morrow as Vice President of

Product.She proposed a company-wide, month-long, fast-paced ideation program with employees across all functions/levels at the company.

• Morrow’s Goal?To come up with more than several prototypes that could be implemented by early 2014- and thus, ProductPalooza was born.

ProductPalooza: The Key Components

• Week 1 - Voice of Customer Research

and Competitive Reviews

• Week 2 - Competitive Reviews and Product Ideation

• Week 3 - Product Ideation and Monetization Review

• Week 4 - Prototype, Share, Iterate and Feasibility

Review

The strategy’s approach is based on resource

constrained start-ups and how they operate.

Employees involved were completely focused on the projectfor the month of May:

ProductPalooza: Outcome so far?

• At the end of May 2013, Ask had 100+

ideas, sketches and prototypes for product solutions.

• Work began for sub-groups to evaluate each prototype.

• Over the next few months, work continues sorting through the ideas and

subsequent product planning and development.

In groups big and small, Ask.com employees and sub-groups brainstorm and scheme, encourage and scrutinize, giving ProductPalooza their undivided attention.