SLIDE 1
A Philosophical Approach to New Product Development in a Small Company
(Or stuff that I tell people, even if they don’t ask)
Presented by: Dan Howell Director of R&D March 2018
2 4/2/2018
A Philosophical Approach to New Product Development in a Small - - PowerPoint PPT Presentation
A Philosophical Approach to New Product Development in a Small - - PowerPoint PPT Presentation
A Philosophical Approach to New Product Development in a Small Company (Or stuff that I tell people, even if they dont ask) Presented by : Dan Howell Director of R&D March 2018 Brief History of Me 2 4/2/2018 We are Translators and
SLIDE 2
SLIDE 3
3 4/2/2018
Product Development Product Development Procurement Procurement Production Production FSQ FSQ Sales Sales Marketing Marketing
We are Translators and Brokers
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Product Product
Gatekeeper Gatekeeper Standards Standards Need for Understanding Need for Understanding Simplicity Simplicity PFG PFG One Step One Step Emotional Resonance Emotional Resonance Expectations Expectations
Mental Map of Product Development
SLIDE 5
5 4/2/2018
Set Standards – Fundamentals
Safety first, always without compromise Safety first, always without compromise Brand Next- Ingredient and Style
- Don’t sell burritos at the
Italian Place
Brand Next- Ingredient and Style
- Don’t sell burritos at the
Italian Place
Practicality- Can we make it Practicality- Can we make it
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Understand and Meet Expectations
- The developers
personal preferences should not set the standard for the product
- Nobody minds
getting kicked at a shin kicking contest The Vinegar Tasters
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Look for “Emotional Resonance”
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Look for “Emotional Resonance”
- David Chang “The Unified Theory of Deliciousness”
Wired Magazine, July 2016
- Taste Everything
- Identify the Universals
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9 4/2/2018
Know your Gatekeepers
- Success = getting a product placed
- Figure out who controls the decision and make
what they like
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PFG
PFG?
The “PFG” Circle
- r testing is for the Rich and Slow
is Big
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Simple is Always Better
- Look for ways to simplify
- Process
- Ingredients
- Etc…
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One Step Away
- Consumers really
like to be comfortable
- You can only take
them one step
- utside of their
comfort zone
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Don’t Let Understanding Get in the Way of Success
- “A good use of negative space”
- Know who to call
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The Magic of Thoughtfulness
How we make Purple out of Red and Blue –
+ =
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Product Product
Gatekeeper Gatekeeper Standards Standards Need for Understanding Need for Understanding Simplicity Simplicity Pretty F***ing Good Pretty F***ing Good One Step One Step Emotional Resonance Emotional Resonance Expectations Expectations
Mental Map of Product Development
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16 4/2/2018