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BUS131D_Lecture8_Handout

BUS131D_Lecture8_Handout - Deductive Approach to Idea...

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Deductive Approach to Idea Development Dr. Michael Merz Department of Marketing & Decision Sciences College of Business San Jose State University
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Dr. Michael Merz Department of Marketing & Decision Sciences College of Business, San Jose State University 2 Today’s Agenda How Failure Breeds Success Steps Involved in Understanding User Needs
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Dr. Michael Merz Department of Marketing & Decision Sciences College of Business, San Jose State University 3 How Failure Breeds Success
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Dr. Michael Merz Department of Marketing & Decision Sciences College of Business, San Jose State University 4 In your opinion, what were the take- aways of the article “How Failure Breeds Success”?
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Dr. Michael Merz Department of Marketing & Decision Sciences College of Business, San Jose State University How Does Failure Breed Success? Failure might lead to new product ideas. BUT, learn to fail intelligently. How? Create an environment safe for taking risks (“Failure is not a bad thing”). Share stories of your own mistakes (If executives are accepting, people will embrace risk). Carving out time to reflect on failure, not just success (“Failure Parties”; celebrate smart failures). Design ways to measure performance that balance accountability with the freedom to make mistakes. 5
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Dr. Michael Merz Department of Marketing & Decision Sciences College of Business, San Jose State University 6 Understanding User Needs
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Dr. Michael Merz Department of Marketing & Decision Sciences College of Business, San Jose State University 7 Why is it critical to a project’s successful outcome to investigate customer needs?
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Dr. Michael Merz Department of Marketing & Decision Sciences College of Business, San Jose State University Steps in Understanding User Needs 8 Identify Context of Project Collect Needs Infor- mation Organize Customer Needs Data Convert Customer Needs into Product Require- ments Four-Step Process For Investigating Customer Needs:
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Dr. Michael Merz Department of Marketing & Decision Sciences College of Business, San Jose State University Questions of Importance 1. How to identify the context of the project? 2. How to collect needs information? 3. How to organize customer needs data?
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