1. 1. Copyright Brilliant Basics 2014 - Condentialbe something! The Business of Products 1 The Experience is the Brand November 2014
2. 2. CustomerBusiness Value exchange Your products are your business
3. 3. 3 21 - Product is hired to perform a service - Product is wrapped in service Product business Service business - Services are the product on the shelf - Service unit used for comparison, sharing, etc. Your product is your service Product experience
4. 4. Brandstories
5. 5. Total product experience
6. 6. Your product experience is your brand
7. 7. The Experience Summary Useful: It makes ________ (simpler, faster, cheaper...) Valuable: I am motivated to use it when ________ Emotional: It makes me feel ________ Meaningful: What it says about me is ________
8. 8. Copyright Brilliant Basics 2014 - Condential Your product experience is your marketing 8
9. 9. Are we doing the right thing? Fit Are we doing it right? Craft
10. 10. Shaping the product Just because you can do something doesnt mean you should
11. 11. Copyright Brilliant Basics 2014 - Condential Finding the problem Finding the problem PLAY http://ecorner.stanford.edu/authorMaterialInfo.html?mid=2738
12. 12. Your product pitch is a hypothesis Our will help with because Is this our actual customer? Do our customers have this problem? Does this really solve the problem? Is this the right offer?
13. 13. Dont Do Leading: How do you deal with the diculty of knowing you are getting the best price when shopping? Qualifying and open: Whats the hardest part about ? How often does that happen? Future conditional: Would you be interested in a product that Real and past Can you remember the last time when that happened? Walk me through what you did How well did that work for you? Have you tried anything else? Opinions: What do you think of ? Exploring observations: I see you have your phone with you. Do you use it while shopping? How? Price suppositions: How much would you be willing to pay for ? Current wallet: How much do you pay now? How much does this cost you now? How much eort do you put into that now? How much would you say that costs you? The Form: Thats my 5th and last question. Thanks. ABO: Is there anything we didnt talk about that we shoud have? Thanks. Referrals: Who else should I talk to about this? Interviews: Always be opening
14. 14. Dont Do Leading: How do you nd the best prices when you are out shopping? Qualifying and open: Whats the hardest part about ? How often does that happen? Future conditional: Would you be interested in a product that Real and past Can you remember the last time when that happened? Walk me through what you did How well did that work for you? Have you tried anything else? Opinions: What do you think of ? Exploring observations: I see you have your phone with you. Do you use it while shopping? How? Price suppositions: How much would you be willing to pay for ? Current wallet: How much do you pay now? How much does this cost you now? How much eort do you put into that now? How much would you say that costs you? The Form: Thats my 5th and last question. Thanks. ABO: Is there anything we didnt talk about that we shoud have? Thanks. Referrals: Who else should I talk to about this? Interviews: Always be opening
15. 15. Dont Do Leading: How do you nd the best prices when you are out shopping? Qualifying and open: Whats the hardest part about ? How often does that happen? Future conditional: Would you be interested in a product that Real and past Can you remember the last time when that happened? Walk me through what you did How well did that work for you? Have you tried anything else? Opinions: What do you think of ? Exploring observations: I see you have your phone with you. Do you use it while shopping? How? Price suppositions: How much would you be willing to pay for ? Current wallet: How much do you pay now? How much does this cost you now? How much eort do you put into that now? How much would you say that costs you? The Form: Thats my 5th and last question. Thanks. ABO: Is there anything we didnt talk about that we shoud have? Thanks. Referrals: Who else should I talk to about this? Interviews: Always be opening
16. 16. Dont Do Leading: How do you nd the best prices when you are out shopping? Qualifying and open: Whats the hardest part about ? How often does that happen? Future conditional: Would you be interested in a product that Real and past Can you remember the last time when that happened? Walk me through what you did How well did that work for you? Have you tried anything else? Opinions: What do you think of ? Exploring observations: I see you have your phone with you. Do you use it while shopping? How? Price suppositions: How much would you be willing to pay for ? Current wallet: How much do you pay now? How much does this cost you now? How much eort do you put into that now? How much would you say that costs you? The Form: Thats my 5th and last question. Thanks. ABO: Is there anything we didnt talk about that we shoud have? Thanks. Referrals: Who else should I talk to about this? Interviews: Always be opening
17. 17. Dont Do Leading: How do you nd the best prices when you are out shopping? Qualifying and open: Whats the hardest part about ? How often does that happen? Future conditional: Would you be interested in a product that Real and past Can you remember the last time when that happened? Walk me through what you did How well did that work for you? Have you tried anything else? Opinions: What do you think of ? Exploring observations: I see you have your phone with you. Do you use it while shopping? How? Price suppositions: How much would you be willing to pay for ? Current wallet: How much do you pay now? How much does this cost you now? How much eort do you put into that now? How much would you say that costs you? The Form: Thats my 5th and last question. Thanks. ABO: Is there anything we didnt talk about that we shoud have? Thanks. Referrals: Who else should I talk to about this? Interviews: Always be opening
18. 18. PLAY Empathy https://www.youtube.com/watch?v=uEY58SK8E
19. 19. - Eliel Saarinen a chair in a room, a room in a house, a house in an environment, an environment in a city plan Always design a thing by considering its next larger context Are we doing it right?
20. 20. Structure & Flow Interaction User Interface Interface and interaction design - usability Usability
21. 21. Proposition Structure & Flow Interaction User Interface Product/Service design Persuasion
22. 22. ContextContext Proposition Structure & Flow Interaction User Interface Delight Experience design
23. 23. An exercise in Context
24. 24. CustomerBusiness Value exchange Are we doing the right thing? Are we doing it right? The total product experience Customer in context
25. 25. TedKilian BrilliantBasics tkilian@brilliantbasics.com