Executives from HP, Sony, and Apple discuss translating feelings into product design, pricing so customers feel they got more than they paid for, and why "fail fast" fails without focus. They demo HP's Sprout workspace and stress the importance of clear trade-offs that preserve core value.
He always wanted a map. He wanted to change behavior. He wanted to create new metaphors. So he wanted to see a manifestation of the experience. Then you find out what's the right technology to use to fulfill the experience. Then you know who to hire, who's the expert when it stands to technology that fulfills the experience. And there was a lot of exploration and experimentation there. Not to be confused with research. When he came back after, came back to the company, he fired all the MBAs. And he got rid of what's called the Advanced Technology Group, which was all research.
You need to make a product, and you need to convince people that the price that they have to pay for it is higher than the cost that actually you have to incur to make it happen. But you also need to work a lot in making the user believe that the value that he's getting is much higher than the price he's paying by making a good deal. That's amazing. And the better the deal he's making, the happier he's going to be. OK?
At the end, I think it's a combination of all the things and how they make you feel, as Vince is saying. Whether it's a software application where you don't have tangible, kinetic things to feel, at the end, the software makes you feel a certain way, as a phone does. So it's about the feelings that the combination of factors, so to say.
And taking advantage of our senses. And then appealing to each one of them individually as much as possible to reinforce who you are as a brand and why this product exists. So this is the Sprout workspace and this is where we expect people to be spending most of their time. Honestly, even some of our partners like Microsoft have understood the excitement of what we're trying to do. Normally Microsoft doesn't allow people to boot up into something other than Windows. You know, PC, you would boot up into Windows and then go do something else. They understand there is Windows 8.1 underneath here, but they allow us to boot straight into the Sprout workspace with the understanding of what we're doing.
This is cool.
What I've done is bring 3 individual objects into my digital world. Each of them I can manipulate, move around as I choose. So I've brought 3 objects into my digital world.
I think it's a misunderstanding. Something I hear a lot: fail quick, learn fast. Yes, but with an h on guys. I've been in this feeling myself, like, okay, hopefully I'll pitch something, but I might even pitch something else. The other one is the MVP. Yeah, that's a good one. I think actually Felipe forwarded this one to me. So keep the vision. What's the mission? Moving people from A to B. OK, even if I do it in a simple way, that's what my MVP has to do. Otherwise, people will not understand.
What is this?
This is why making trade-offs is so important. When you make trade-offs, you cut and simplify your solution. You need to make it in a way that it still delivers the basic experience, still delivers the basic value proposition. Otherwise, what are we playing? I'm telling you this from my experience. I've been in both situations.
