Guerilla NPD

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Guerilla NPD

• Battling
• Bigger
• And
• Better-Resourced
• Competitors
• (and Winning)

Your Brad Barbera Voice of theCustomer
Summit June, 2009
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Introduction to Fellowes
Family-owned Founded in 1917 Operations in 15
countries Employing 2500 worldwide
MISSION to provide innovative workspace
solutions to help people work more securely,
comfortably and confidently.

• FOUR CORE VALUES
• Integrity
• Teamwork
• Passion
• Initiative

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Agenda
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Warning!
Guerrilla warfare has been practiced throughout
the ages as a method to overcome the strength of
an enemy through an unconventional form of
warfare. Major Johnie Gombo, USMC
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Theory Political Conflict

• Phases of Guerrilla Warfare

• Phase I
• Development of local support
• Phase II
• Guerrilla Combat
• Phase III
• Transition to conventional force

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Application

• So How Does This Apply to NPD?

• Phase I
• Development of support
• Phase II
• Guerrilla Product Development
• Phase III
• Transition to conventional methods

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Theory Build Support
SUPPORT IN Guerrilla Warfare

• What?
• Personnel
• Medical Care
• Food
• Intelligence
• Weapons
• Safe Haven

• How?
• Vision
• Defined Success
• Returns

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Application
So How Does This Apply to NPD?

• What?
• Personnel
• Training
• Time
• Information
• Safe Haven

• How?
• Vision
• Defined Success
• Returns on Investment

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Theory Select and Train Personnel
personnel IN Guerrilla Warfare
The more the enemy extends himself, the greater
is the effect of arming the peoplelike a slow
gradual fire, it destroys the base of the enemy
force. Karl von Clausewitz
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Application
So How Does This Apply to NPD?

• Basic qualifications of guerilla product
  developers
• Empathy
• Passion
• Resilience
• Resourcefulness
• Awareness
• Starter personalities

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Application
ARMS IN Guerrilla Warfare

• Personnel Must be Armed
• Available Resources
• External Resources

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Application
So How Does This Apply to NPD?

• Time

• Training

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Theory Tactics
TACTICS IN Guerrilla Warfare

• Mobility
• Security
• Time
• Doctrine

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Application
So How Does This Apply to NPD?

• Mobility
• Niches
• Rapid Response
• Scenario Planning
• Security
• Safe haven
• Closeness to customers
• Selectivity
• Time
• Doctrine
• Empathy/connection
• Celebration/Esprit de Corps

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Real Life Experiences

• Deck Sealing

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Real Life Experiences

• Viva Las Vegas

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Real Life Experiences

• Take it to the Bank

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Real Life Experiences

• Power User Group

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Real Life Experiences

• Fits Like a Glove

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Real Life Experiences

• The I of the (Brain)Storm

Concepts
Round 1
Round 2
Round 3
Platforms
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Real Life Experiences

• Creating a Monster

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Lessons Learned

• Guerrilla NPD in Use

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Lessons Learned

• QFD as a Guerrilla Weapon

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Lessons Learned

• Importance of Doctrine

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Lessons Learned

• 1) Different data quality

2) Steep learning curve
3) Legal Cautions
4) Not a free lunch
5) Guerrilla Support Network
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Appendices
Tools
Resources
Contact Information
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Tools

• Fellowes DIY Ethnography Guidelines
•  
• Purpose In the pursuit of both cost savings and
  market information, Fellowes Office Productivity
  will be engaging in market research activities
  without the assistance of an outside, third-party
  research firm. We will be engaging in the
  preparation, recruiting, execution, and analysis
  of a variety of types of market research,
  including ethnography (on-site observational and
  interactive research with real world product
  users and purchasers). These guidelines are
  being established to ensure understanding of
  proper research techniques, and responsibilities
  of the Fellowes staff researchers in conducting
  such research.
•  
• Risks When out in the field doing research,
  always bear in mind that you represent Fellowes.
  All conduct and speech should be filtered through
  that consideration. When we do the recruiting
  and observation ourselves, we bear more of a
  liability burden than when the research is
  conducted by an outside firm.
•  
• Fellowes can be held legally liable for issues
  that occur while you are in the process of
  conducting research on outside business sites.
  Such liability can include, but is not limited
  to
• Protection of the outside business confidential
  information that you may learn during your
  observations
• Disciplinary action taken against an employee who
  participates in your research (e.g., one who
  accepts compensation against employer policy, or
  who agrees to participate without employer
  approval)
• Injuries suffered by those participating in the
  study (e.g. medical expenses, workers
  compensation, lost time, etc.)
• Property damage resulting from the observations
•  
• In summary, pay close attention to what is going
  on around you during the observation to ensure
  that you are sensitive to such issues that may
  arise. Remember that you are a guest in their
  facility, and must comply with their rules and
  wishes.
•  
• Responsibilities Preparation
• Explain the purpose and protocol to the
  appropriate approvers in the organization to be
  observed. Ensure that the highest levels of that
  organization understand what you will be doing
  and how you will be doing it before the visit.
  Clear approval from such an executive-level
  manager is important.
• Introduce yourself to both those to be observed
  and those who must give their approval
  immediately upon arrival. Answer any questions
  they may have, and identify any concerns specific
  to your presence that you will need to address.
• Paperwork
• Consent must be given by all individuals involved
  in the observation and interviews. To ensure
  clear understanding of what they are consenting
  to, have each person sign a consent form
  explaining the purpose and methodology of the
  research.

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Tools

• Consumer Research Permission Form

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Recommended Resources - Books

• Guerrilla Marketing by Jay Conrad Levinson
• A good demonstration of how guerrilla principles
  apply to business
• Doing Anthropology in Consumer Research
• by Patricia Sutherland and Rita Denny
• How to apply serious academic principles to your
  observational skills
• What Customers Want by Anthony Ulwick
• Strong summary of outcome-driven innovation, with
  excellent guerrilla tools
• Beyond Listening by Bonnie Goebert
• Good primer on learning from consumers
• How Customers Think by Gerald Zaltman
• Insight into how the brain works, how decisions
  are made, and getting in the mind of your
  customers

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Recommended Resources - Web

• Information on the ethics of ethnographic
  research
• http//www.aaanet.org/committees/ethics/ethics.htm
  
• Consumer product feedback sites
• http//www.epinions.com/
• http//www.consumersearch.com/
• http//www.buzzillions.com/
• Professional product review sites
• http//www.consumerreports.org/cro/index.htm
• http//www.cnet.com/
• Prediction markets and Securities Trading on
  Concepts Information
• http//www.biz.uiowa.edu/IEM/
• http//www.ideosphere.com/fx/index.html
• http//papers.ssrn.com/sol3/papers.cfm?abstract_id
  1163442
• http//hanson.gmu.edu/PAM/Conf-6-11-02/Presentatio
  ns_files/Dahan.pdf
• Low cost, Do-It-Yourself Surveys

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Contact Information

• mail_at_bradbarbera.com
• http//www.linkedin.com/in/bradbarbera
• www.BradBarbera.com
• http//twitter.com/innov8liberty

A complete copy of this PowerPoint presentation,
including speakers notes, will be available for
download on my website following the conference.