How To Discover Breakout Product Ideas

Name: How To Discover Breakout Product Ideas
Rating: 4.4 (77 reviews)

How to find untapped opportunities and avoid the pitfalls of building a product that never gets traction

Created byChad Bockius

Last updated 12/2018

English

English [Auto],

What you'll learn

The Jobs to Be Done Framework
Product Innovation
Customer Discovery
Identifying Customer Pain
Understanding Motivations to Buy
Reduce Product Risk
Measure Product Success
Finding Market Opportunities

Course content

9 sections • 46 lectures • 44m total length

Introduction0:55
The importance and failure of innovation1:05
Why products and companies fail1:03
Explore why products fail by examining CB Insights findings: no market need, solving the wrong problem, pricing and cost issues, unfriendly product, weak business models, and lost focus.
Problem space vs. solution space2:01
Deciding where to start1:51
Decide where to start by identifying the root problem through first principles, whether you are the customer or you uncover customer pain, and skeptically explore before proposing solutions.
The Dropbox story1:37
Beware of HIPPOS, a cautionary tale2:04
Identify and curb hippo influence in product meetings by gathering data before making decisions. Learn to uncover the customer's real problem and avoid acting without data to protect outcomes.

Finding a user's jobs to be done0:54
Case study: Dropbox0:51
Identify the core job as what customers want to get done, not a solution. In Dropbox case, the core job is accessing files across devices, with related jobs guiding growth.
How jobs to be done can fuel innovation1:17
The power of negative jobs1:21
ACTIVITY: Define the jobs to be done for an existing product or solution0:10
Practice defining core and related jobs to be done for a product you currently manage or use.

Understanding your customers/users1:01
Example: hiring transportation for a business trip1:33
Identify a complete transportation need for a business trip, from hotel transfers to multiple meetings, to uncover opportunities like Uber as a time- and cost-saving alternative.
The power of customer visits0:57
Notice the small things0:45
ACTIVITY: Define the context of how your customers are trying to get a job done0:10
Practice capturing the customer context for a product you currently manage or use.

The importance of understanding customer pain1:04
Have a beginner’s mindset0:35
Going beyond the obvious0:31
Kill the ego0:31
Customer feedback: what matters and what doesn’t0:56
Learn to extract value from customer feedback by asking follow-up questions to uncover root causes, understand outcomes and jobs to be done, identify constraints, and measure success rather than specs.
A repeatable process of learning0:44
Embrace a never-ending learning process by regularly engaging customers each week, across roles, to hear firsthand feedback and avoid neglecting unsatisfied users, sustaining innovation.
ACTIVITY: Capture pain that customers experience, forcing them to seek a change0:10
Practice capturing the customer pain for a product you currently manage or use.

The silent killer of products1:55
Ikea Case Study0:49
10X thinking0:36
Embrace 10x thinking to create a product ten times better than rivals, drastically reducing friction and prompting word-of-mouth referrals that attract new customers.
Mindshare before market share0:58
The best thing since sliced bread...or is it?0:35
ACTIVITY: Define the friction points that are or could prevent adoption0:10
Practice capturing the points of friction for a product you currently manage or use.

A powerful force0:55
Understanding why customers buy0:39
Why I bought a lawn mower0:50
The five whys0:49
Apply the five whys to uncover root causes of user motivation and sharpen product insights. Ask why, using prompts like 'tell me more' to go deeper and improve your product.
ACTIVITY: Capture the customer’s motivation to change0:10
Practice capturing customer motivation for a product you currently manage or use.

Defining and measuring customer success0:42
Define and measure customer outcomes to prove and improve product impact, identify unmet needs, and guide improvements, new offerings, and more effective marketing and sales.
Getting to what's important1:02
Writing a good measurement statement0:38
Identify the three ingredients of a good measurement—direction, measure, and object—and apply them to product ideas, such as reducing the time to file expenses.
Example: measuring the outcome of hiring transportation for a business trip1:39
Measure success in hiring transportation to drive innovations, expanding driver networks, predicting driver locations, and communicating progress for faster, cheaper, more convenient business travel than a rental car.
ACTIVITY: Capture how your customers will measure success0:10
Practice capturing how success is measured for a product you currently manage or use.

Underserved vs overserved0:37
Wordpress vs. Medium1:48
Compare WordPress and Medium as publishing platforms, and show how Medium addresses author visibility and reader discovery with simple publishing, tagging, and feeds.
Hotels vs. Airbnb1:03
ACTIVITY: Assess how your customers are currently being served0:10
Practice assessing whether customers for a product you currently manage or use are overserved or underserved.

Requirements

No requirements or prerequisites

Description

In this class, I'll show you the proven techniques used to find untapped market opportunities and how to avoid the pitfalls of building a product that never gets traction.

My name is Chad Bockius and over the past twenty years I've built and managed products that have sold for millions of dollars, created new market categories and helped drive a company to an IPO.

At the end of this course, you’ll have the tools and knowledge to come up with better solutions, create products that hit the mark the first time and in the process accelerate your career or business.

The course builds on the Jobs to Be Done concept that Clayton Christensen popularized. I'll share real-life examples and walk you through a Jobs to be Done Canvas that you can use for the products you're building.

I designed this course for Product Managers, Executives or Entrepreneurs who want to build breakout products and can't afford to miss the mark.

Feel free to look through the course description and content. I look forward to you joining the course and getting one step closer to building your own breakout products.

Who this course is for:

Product Managers
Company Executives
Entrepreneurs
Product Leaders

How To Discover Breakout Product Ideas

What you'll learn

Explore related topics

Course content

Getting Started7 lectures • 11min

Jobs To Be Done5 lectures • 5min

Understanding Your Customer's Situation5 lectures • 4min

How to Understand Customer Pain7 lectures • 5min

Customer Friction6 lectures • 5min

Customer Motivation5 lectures • 3min

Measuring Outcomes5 lectures • 4min

Finding Opportunity4 lectures • 4min

Summary2 lectures • 4min

Requirements

Description

Who this course is for: