Hi there. Over the last couple of weeks, I’ve been talking with product leaders about how to harness innovation and which innovations we should be focusing on. Below is a framework that’s been developed with a number of industry leaders. I hope you find it helpful.
Busy at the moment? Take a look at my chart for a good summary of the steps and considerations for the innovation process to run smoothly (well, at least as smoothly as experimenting can be!).
On a personal note, I’m going to be off for a short while. A product I’ve been developing over the last nine months — in the shape of a baby human — is due to arrive. The INMA Product Initiative will continue to go strong, and we have some fantastic content lined up from product leaders around the world so please stay tuned. All being well, you’ll see me start to resurface in June. In the meantime, please reach out to INMA CEO Earl WIlkinson with any queries or ideas.
Changing mindsets to encourage innovation
A while ago — in the days when we were able to meet face to face — I found myself in a room full of extremely intelligent and experienced news people moderating a workshop that posed the question: How can we change mindsets to encourage innovation and collaboration?
Every person in the room had, at some point in time, tried to get a new idea or initiative off the ground and found themselves up against a blockage of some kind, often people related. These lessons are very much relevant to the product work I have been doing and the conversations I have been having lately.
Talking these issues through and using the collective grey matter and experience in the room, we found a framework for changing mindsets ... CONTINUE READING
In the real life scenarios discussed in the room, we found the framework above consistently created a desire to learn more from other parts of the organisation. Once they saw results, colleagues often saw practical uses within their own areas and asked to be included in developments: cross department collaboration. With more people buying in and contributing, products get better and meet more needs. This feedback has been accentuated by Marcel Semmler at Bauer, who has spent a great deal of time working on transformation (an insightful article of his here).
If you enjoyed this and found it helpful, be sure to join the next Product Initiative Meet-Up on May 26 with the author of award winning “The Really Good Idea Test,” which will expand more on this. More info below.
Date for the Diary: “The Really Good Idea Test with the Product Doctor,” May 26 at 10:00 am ET.
Coming up with ideas isn’t the hard part. Knowing which to prioritise is! According to Neilson, 90% of new ideas fail because of misunderstood consumer needs and desires. Be one of the successful 10% by creating an innovation culture that empowers employees to “test before they invest.” During this INMA members-only Meet-Up, Julia Shalet, aka The Product Doctor, will be discussing tactics to help decision-makers get the evidence they need to answer the right questions at the right time.
Julia is an award-winning innovator, product mentor, qualitative researcher, university tutor, and corporate trainer. Her book, “The Really Good Idea Test,” was published by Pearson and has just won an Axiom Business Book Award.
This is free for INMA members. Sign up here.
Tweet of the week: Finding the *right* problem
Following the discussion about Amazon v Apple design (here) and some messages from the INMA community about designing for company goals, another tweet thread was brought to my attention that touches on another important topic: true product is solving a customer problem. But not just a problem, solving the *right* problem.
The first part starts off very much as expected and broadly follows the first steps in the article above ... CONTINUE READING
- A Guide To Product Ownership in Branded Media by INMA member Terrance Agbi: “You are too involved with the dev team. You need to spend more time interviewing users and understanding their problems.”
- The ultimate guide to working with startups from the Next Media Accelerator in Hamburg. INMA member Meinolf Ellers from DPA is one of the authors.
- A Playbook for Achieving Product-Market Fit by the Lean Start Up Co. This is another good framework to consider when looking at new ideas and products.
About this newsletter
Today’s newsletter is written by Jodie Hopperton, based in Los Angeles and lead for the INMA Product Initiative. Jodie will share research, case studies, and thought leadership on the topic of global news media product.