Scott Burleson’s Post

Whether you are an advanced practitioner or novice, if you have tried putting #JTBD in practice, you have no doubt come across these dilemmas and strange edge cases (they arise quite quickly!) 👊 🔥 Listen to how the pros think about them!🔥

***The right words, in the right order, reveal customers' true needs.*** I had the pleasure of joining Scott and the Product Quest Podcast team to discuss the intricacies of need statements in customer discovery, particularly desired outcome statements in ODI. Outcome statements are the foundation of understanding customer needs in ODI, but they can be deceptively tricky to craft. The clarity and precision of these statements can make or break a team's success in leveraging ODI in customer discovery. This discussion is a deep dive into the art and science of getting those words right. Stay tuned for Part 2, where we tackle even more challenging scenarios! #JTBD #ProductManagement #Innovation

If you’re struggling to convince executives of the importance of product research, experimentation, discovery, and assumption validation activities, as a product leader, I love this strategy from Itamar Gilad of a backward analysis of the previous year’s roadmap, looking at what was delivered, what it cost, what was wasted, and ultimately, what value was derived from it. Obviously, this must be done tactfully and without apportioning blame. I certainly understand the impetus to just jump in and execute and build, it gives everyone that warm, fuzzy feeling, we’re doing ‘something’ tangible and making progress, and any other activities might feel like they’re slowing us down. But if you can tell the story, based on history and facts, of how wasteful it can be to skip these activities, and how they contribute to de-risking, you’re on a stronger footing. As mentioned in this podcast conversation between Itamar Gilad, Bruce McCarthy, and Afonso Malo Franco, there are of course times when you just need to execute and build, for commercial, regulatory, security, table-stakes, legal reasons, etc., or perhaps, those ideas that are simply less uncertain or risky, but they should be the exceptions where possible. Learn → Build → Measure Is often more efficient than: Build → Measure → learn Sometimes what appears as initially going slower *is* the route to greater efficiency, value, and moving faster towards business goals and objectives. I’ll link to the full episode and leave you with Itamar’s quote in the video snippet below.

Episode 132 of the #DesignThinking 101 #Podcast is the next in the Ask Like a Designer series: 5 Ways Nobody Cares About You and How They Make You a Better Designer. Learn how to keep your tiny narcissist in check! Listen to it here: https://lnkd.in/gfYAJmj4

What do you do when subject matter experts (SME) don't agree on what to do? Robin Petterd tells a great #story about this during our conversation on his Sprout Labs Australia podcast (link in the comments). A couple of suggestions: ⚡ SHOW THE ACTION: After interviewing SMEs, construct a list of observable actions learners should be able to perform as a result of training and show it to SMEs. Often, because they have the curse of knowledge, they will point out missing steps or rearrange actions or completely revise them. But it gives them something concrete to work with. Many times the disagreement is only perceived, not actual. ⚡ INVOLVE THEM IN #STORYTELLING: "Let's talk about a situation where you would want someone to take these actions. What department would they likely work in? Customer service? Okay, what's the role of the person who likely faces this problem? CS Managers? Great, let's say that Kristi is a customer service manager. What will trigger her to take these actions? Alright, one of her reps is calling out sick. How should respond?..." And so, without really knowing it, they get into telling the story and boom, you've got a clearer picture based in the concrete world of story. ⚡ Y'ALL WORK IT OUT: If they don't want to all come together to talk with you, give them 3 days to talk with each other and request that one SME document the collected revisions of all the stakeholders. But beware, they may drift away from concrete, observable actions. You will see one word repeated in all three of these scenarios: #concrete. If there's one thing that can ruin a #training project, it's the absence of observable actions. As a designer/consultant, we give SMEs a gift in helping them articulate their own processes and expectations by drilling down to observable actions and involving them in the solution. Check out Robin Petterd's podcast for more insights and a fun conversation.

How to reach the root cause of challenges in your product development process? Master the 5 Whys Technique for Deeper Insights! Discover what this powerful problem-solving method involves: Identify the issue: Start with a clear problem statement. Ask "Why?" five times: Each answer leads you deeper into the root cause. Implement and monitor solutions: Apply corrective actions and ensure they are effective. 👉 Swipe through our carousel to explore how the 5 Whys can refine your approach and dramatically improve outcomes. Eyal Pincu, VP of Product at Taboola, who successfully applies this method. Learn more from his experiences on the Product Builder podcast in the comments (available in Hebrew). ✨ Like, comment, and share if this method sparks your interest! Follow for more in-depth explorations of product management tools. #ProductManagement #5Whys #DeepDive #ProblemSolving #RootCauseAnalysis #ProductInnovation

How do today’s companies keep up with the increasing complexity of supply chains? Jeff Metersky, our VP of Industry Solutions, talks about strategies for resilience and agility in the latest episode of The Future of Supply Chain podcast. Find out how to future-proof your supply chain in this episode: https://lnkd.in/eyRjT9-E #SupplyChainResilience #Podcast #SupplyChainComplexity #JeffMetersky #FutureTrends

How do today’s companies keep up with the increasing complexity of supply chains? Jeff Metersky, our VP of Industry Solutions, talks about strategies for resilience and agility in the latest episode of The Future of Supply Chain podcast. Find out how to future-proof your supply chain in this episode: https://lnkd.in/ex8QYd-k #SupplyChainResilience #Podcast #SupplyChainComplexity #JeffMetersky #FutureTrends

How do today’s companies keep up with the increasing complexity of supply chains? Jeff Metersky, our VP of Industry Solutions, talks about strategies for resilience and agility in the latest episode of The Future of Supply Chain podcast. Find out how to future-proof your supply chain in this episode: https://lnkd.in/gPfTnCS8 #SupplyChainResilience #Podcast #SupplyChainComplexity #JeffMetersky #FutureTrends

How do today’s companies keep up with the increasing complexity of supply chains? Jeff Metersky, our VP of Industry Solutions, talks about strategies for resilience and agility in the latest episode of The Future of Supply Chain podcast. Find out how to future-proof your supply chain in this episode: https://lnkd.in/e5wANZjw #SupplyChainResilience #Podcast #SupplyChainComplexity #JeffMetersky #FutureTrends