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January 9, 2014 Errol Arkilic, M34 Capital Andrea Kates, LaunchPad for Enterprise Member Recruitment e Role of Customer Discovery and Storytelling kksd

Member Recruitment e Role of Customer Discovery and Storytelling14/1315_Errol_Arkilic-Role_of... · Customer Discovery’s Second Bene"t Inform the path to commercialization 2,344

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Page 1: Member Recruitment e Role of Customer Discovery and Storytelling14/1315_Errol_Arkilic-Role_of... · Customer Discovery’s Second Bene"t Inform the path to commercialization 2,344

January 9, 2014

Errol Arkilic, M34 Capital

Andrea Kates, LaunchPad for Enterprise

Member Recruitment The Role of Customer Discovery

and Storytelling

kksd

Page 2: Member Recruitment e Role of Customer Discovery and Storytelling14/1315_Errol_Arkilic-Role_of... · Customer Discovery’s Second Bene"t Inform the path to commercialization 2,344

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?

Page 3: Member Recruitment e Role of Customer Discovery and Storytelling14/1315_Errol_Arkilic-Role_of... · Customer Discovery’s Second Bene"t Inform the path to commercialization 2,344

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

Page 4: Member Recruitment e Role of Customer Discovery and Storytelling14/1315_Errol_Arkilic-Role_of... · Customer Discovery’s Second Bene"t Inform the path to commercialization 2,344

Lead with “why”…

Page 5: Member Recruitment e Role of Customer Discovery and Storytelling14/1315_Errol_Arkilic-Role_of... · Customer Discovery’s Second Bene"t Inform the path to commercialization 2,344

The how comes later…

Page 6: Member Recruitment e Role of Customer Discovery and Storytelling14/1315_Errol_Arkilic-Role_of... · Customer Discovery’s Second Bene"t Inform the path to commercialization 2,344

Every Great Story Contains a Discovery….

Page 7: Member Recruitment e Role of Customer Discovery and Storytelling14/1315_Errol_Arkilic-Role_of... · Customer Discovery’s Second Bene"t Inform the path to commercialization 2,344

Hyatt Hotels & Resorts

Page 8: Member Recruitment e Role of Customer Discovery and Storytelling14/1315_Errol_Arkilic-Role_of... · Customer Discovery’s Second Bene"t Inform the path to commercialization 2,344

Johnson & Johnson

Page 9: Member Recruitment e Role of Customer Discovery and Storytelling14/1315_Errol_Arkilic-Role_of... · Customer Discovery’s Second Bene"t Inform the path to commercialization 2,344

Business Model Canvas

Page 10: Member Recruitment e Role of Customer Discovery and Storytelling14/1315_Errol_Arkilic-Role_of... · Customer Discovery’s Second Bene"t Inform the path to commercialization 2,344

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.#

Page 11: Member Recruitment e Role of Customer Discovery and Storytelling14/1315_Errol_Arkilic-Role_of... · Customer Discovery’s Second Bene"t Inform the path to commercialization 2,344

Restrain the “stubborn genius”

Page 12: Member Recruitment e Role of Customer Discovery and Storytelling14/1315_Errol_Arkilic-Role_of... · Customer Discovery’s Second Bene"t Inform the path to commercialization 2,344

We manufacture chemicals. We sell…

Page 13: Member Recruitment e Role of Customer Discovery and Storytelling14/1315_Errol_Arkilic-Role_of... · Customer Discovery’s Second Bene"t Inform the path to commercialization 2,344

Customer Discovery

Page 14: Member Recruitment e Role of Customer Discovery and Storytelling14/1315_Errol_Arkilic-Role_of... · Customer Discovery’s Second Bene"t Inform the path to commercialization 2,344

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

Page 15: Member Recruitment e Role of Customer Discovery and Storytelling14/1315_Errol_Arkilic-Role_of... · Customer Discovery’s Second Bene"t Inform the path to commercialization 2,344

General Motors/OnStar

Page 16: Member Recruitment e Role of Customer Discovery and Storytelling14/1315_Errol_Arkilic-Role_of... · Customer Discovery’s Second Bene"t Inform the path to commercialization 2,344

Expanded view of a value proposition

Page 17: Member Recruitment e Role of Customer Discovery and Storytelling14/1315_Errol_Arkilic-Role_of... · Customer Discovery’s Second Bene"t Inform the path to commercialization 2,344

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.

Page 18: Member Recruitment e Role of Customer Discovery and Storytelling14/1315_Errol_Arkilic-Role_of... · Customer Discovery’s Second Bene"t Inform the path to commercialization 2,344

Customer Discovery’s second benefit

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Innovation-Corps (I-Corps)

Page 20: Member Recruitment e Role of Customer Discovery and Storytelling14/1315_Errol_Arkilic-Role_of... · Customer Discovery’s Second Bene"t Inform the path to commercialization 2,344

Storytelling based on Customer Discovery

�  Have a great story to convey �  Convey it with the listener’s priorities in mind �  Create an emotional connection

Page 21: Member Recruitment e Role of Customer Discovery and Storytelling14/1315_Errol_Arkilic-Role_of... · Customer Discovery’s Second Bene"t Inform the path to commercialization 2,344

Get out of the building.