http://www.rocketwatcher.com/blog/2009/09/the-elevator-rant-a-prelude-to-a-value-proposition.html by April Dunford Thu, 09 Feb 2012 15:09:26 +0000 hourly 1 http://wordpress.org/?v=3.3 http://www.rocketwatcher.com/blog/2009/09/the-elevator-rant-a-prelude-to-a-value-proposition.html/comment-page-1#comment-108 Scott Sehlhorst Mon, 28 Sep 2009 22:54:24 +0000 http://www.aprildunford.com/http:/www.aprildunford.com/2009/09/the-elevator-rant-a-prelude-to-a-value-proposition.html#comment-108 Thanks April and Bob for the great concept. Tim - I go back and forth about agreeing with you. As a user-centric guy, I completely agree. The reason the _CSR_ cares is that it affects comp, and undermines her practical goals (personal goals in support of company goals). However, in the context April presents - pitching to potential investors - the business value (loss of 3 minutes) is what needs to be emphasized. In the spirit of Bob's original article, I agree that you should mention comp. As April has adapted it, I think the focus should be on the 3 minutes. I'm not convinced that this anti-value format could be used to replace user stories (not sure if that's where you're going, Jason) - I think it depends on where the "design" happens. The traditional format expresses "I want to do X...to achieve benefit Y" which sets the stage for clear acceptance criteria, versus "I can't do X...realizing cost Y." Will have to think about this some, in the context of one of the teams I'm working with. Maybe it is a genius idea, I'm concerned it will be too ambiguous - it certainly <i>requires</i> additional conversation to clarify. Thanks April and Bob for the great concept.
Tim – I go back and forth about agreeing with you. As a user-centric guy, I completely agree. The reason the _CSR_ cares is that it affects comp, and undermines her practical goals (personal goals in support of company goals). However, in the context April presents – pitching to potential investors – the business value (loss of 3 minutes) is what needs to be emphasized.
In the spirit of Bob’s original article, I agree that you should mention comp. As April has adapted it, I think the focus should be on the 3 minutes.
I’m not convinced that this anti-value format could be used to replace user stories (not sure if that’s where you’re going, Jason) – I think it depends on where the “design” happens. The traditional format expresses “I want to do X…to achieve benefit Y” which sets the stage for clear acceptance criteria, versus “I can’t do X…realizing cost Y.” Will have to think about this some, in the context of one of the teams I’m working with. Maybe it is a genius idea, I’m concerned it will be too ambiguous – it certainly requires additional conversation to clarify.

]]> http://www.rocketwatcher.com/blog/2009/09/the-elevator-rant-a-prelude-to-a-value-proposition.html/comment-page-1#comment-107 Tim Johnson Fri, 18 Sep 2009 13:53:24 +0000 http://www.aprildunford.com/http:/www.aprildunford.com/2009/09/the-elevator-rant-a-prelude-to-a-value-proposition.html#comment-107 Agree with Jason's post but I would modify his take slightly to "Cost In Terms of Their Comp Plan." Using this example: "Customer service reps are really mad because whenever a customer calls in they have to spend 3 minutes verifying the customer identity and bringing up the customer record." I would add: "which affects my ticket close rate so I'm not getting my maximum bonus." Hard dollar impact on the company is very important to understand. However, hard dollar impact on your decision maker's or decision influencer's pay check gives you invaluable insight into how they make their decision and lays out the right language to use when communicating with them. Agree with Jason’s post but I would modify his take slightly to “Cost In Terms of Their Comp Plan.”
Using this example:
“Customer service reps are really mad because whenever a customer calls in they have to spend 3 minutes verifying the customer identity and bringing up the customer record.”
I would add:
“which affects my ticket close rate so I’m not getting my maximum bonus.”
Hard dollar impact on the company is very important to understand. However, hard dollar impact on your decision maker’s or decision influencer’s pay check gives you invaluable insight into how they make their decision and lays out the right language to use when communicating with them.

]]> http://www.rocketwatcher.com/blog/2009/09/the-elevator-rant-a-prelude-to-a-value-proposition.html/comment-page-1#comment-106 April Dunford Fri, 11 Sep 2009 09:48:53 +0000 http://www.aprildunford.com/http:/www.aprildunford.com/2009/09/the-elevator-rant-a-prelude-to-a-value-proposition.html#comment-106 Hi Jason, Thanks so much for your comment and I totally agree that drawing the line through to the negative impact to the customer's business is important. I like your format as well. Frankly, I think that if companies make an effort at all to really describe the customer pain from the point of view of the customer (not from the point of view of their own product and features), however they choose to do it, it will really help them in building a value proposition that works. Thanks again, April Hi Jason,
Thanks so much for your comment and I totally agree that drawing the line through to the negative impact to the customer’s business is important. I like your format as well.
Frankly, I think that if companies make an effort at all to really describe the customer pain from the point of view of the customer (not from the point of view of their own product and features), however they choose to do it, it will really help them in building a value proposition that works.
Thanks again,
April

]]> http://www.rocketwatcher.com/blog/2009/09/the-elevator-rant-a-prelude-to-a-value-proposition.html/comment-page-1#comment-105 Jason Miceli Thu, 10 Sep 2009 21:49:03 +0000 http://www.aprildunford.com/http:/www.aprildunford.com/2009/09/the-elevator-rant-a-prelude-to-a-value-proposition.html#comment-105 Just an observation - assuming you would still leverage the concept of a user story, in a standard format such as "as a {role} I need to {activity}, at {x} frequency, to achieve {benefit}", to help define what the market wants or needs, I see your proposed approach as a great way to apply the same concept to customer retention (correct me if I'm wrong in drawing this conclusion!). Essentially what you're doing here is trying to determine and elicit detail on what your customers don't like about you as a company, which may or may not point to a product deficiency. I think the idea is fantastic, and I might go so far as to offer up a similar but slightly modified version of the structure you outlined: As a {role} I can't do {activity} effectively because of {my problem}, which results in {negative impact to customer's business}. Most of it is essentially the same, but I think obtaining that last data point is critical because it draws a definitive connection to an "anti-benefit" - once that has been identified and made clear you should not have any problems justifying appropriate action towards resolution. This is a very insightful concept and one I will likely do something with in my own company very soon! Thanks, Jason Miceli, Product Ninja Just an observation – assuming you would still leverage the concept of a user story, in a standard format such as “as a {role} I need to {activity}, at {x} frequency, to achieve {benefit}”, to help define what the market wants or needs, I see your proposed approach as a great way to apply the same concept to customer retention (correct me if I’m wrong in drawing this conclusion!). Essentially what you’re doing here is trying to determine and elicit detail on what your customers don’t like about you as a company, which may or may not point to a product deficiency. I think the idea is fantastic, and I might go so far as to offer up a similar but slightly modified version of the structure you outlined:
As a {role} I can’t do {activity} effectively because of {my problem}, which results in {negative impact to customer’s business}.
Most of it is essentially the same, but I think obtaining that last data point is critical because it draws a definitive connection to an “anti-benefit” – once that has been identified and made clear you should not have any problems justifying appropriate action towards resolution.
This is a very insightful concept and one I will likely do something with in my own company very soon! Thanks,
Jason Miceli, Product Ninja

]]> http://www.rocketwatcher.com/blog/2009/09/the-elevator-rant-a-prelude-to-a-value-proposition.html/comment-page-1#comment-104 April Dunford Thu, 10 Sep 2009 15:01:14 +0000 http://www.aprildunford.com/http:/www.aprildunford.com/2009/09/the-elevator-rant-a-prelude-to-a-value-proposition.html#comment-104 Hi Jennifer - Thanks so much for the comment! April Hi Jennifer – Thanks so much for the comment!
April

]]> http://www.rocketwatcher.com/blog/2009/09/the-elevator-rant-a-prelude-to-a-value-proposition.html/comment-page-1#comment-103 Jennifer Doctor Thu, 10 Sep 2009 12:40:53 +0000 http://www.aprildunford.com/http:/www.aprildunford.com/2009/09/the-elevator-rant-a-prelude-to-a-value-proposition.html#comment-103 April - great way to look at the construction of your "pitch." Once again, this comes down to the market problem. If you understand the problem (and users and buyers) well enough to re-enact an elevator rant, than communicating the solution becomes much easier. If you don't, you will always miss the mark and ultimately not be as successful. Thanks for breaking it down to level 101. April – great way to look at the construction of your “pitch.”
Once again, this comes down to the market problem. If you understand the problem (and users and buyers) well enough to re-enact an elevator rant, than communicating the solution becomes much easier. If you don’t, you will always miss the mark and ultimately not be as successful.
Thanks for breaking it down to level 101.

]]> http://www.rocketwatcher.com/blog/2009/09/the-elevator-rant-a-prelude-to-a-value-proposition.html/comment-page-1#comment-102 April Dunford Thu, 10 Sep 2009 09:28:57 +0000 http://www.aprildunford.com/http:/www.aprildunford.com/2009/09/the-elevator-rant-a-prelude-to-a-value-proposition.html#comment-102 No problem - loved the "Elevator Rant" post - it was a classic! April No problem – loved the “Elevator Rant” post – it was a classic!
April

]]> http://www.rocketwatcher.com/blog/2009/09/the-elevator-rant-a-prelude-to-a-value-proposition.html/comment-page-1#comment-101 April Dunford Thu, 10 Sep 2009 09:28:19 +0000 http://www.aprildunford.com/http:/www.aprildunford.com/2009/09/the-elevator-rant-a-prelude-to-a-value-proposition.html#comment-101 Depending on what you mean by problem statement but you could definitely call it that. The point is whatever you call it, I see it done poorly a lot. What I like about the exercise is how you go about developing it as much as the end result. I've seen a lot of "problem statements" that look like "Data integration in a problem" where if you put the end-user in the elevator, she's ranting about turn-around times on reports or if you put the IT developer in the elevator he's ranting about how long it takes him to respond to user requests or his inability to give end-users the power to do ad-hock queries. Almost everything about communications in theory is simple. It's the execution of it that's hard. April Depending on what you mean by problem statement but you could definitely call it that. The point is whatever you call it, I see it done poorly a lot.
What I like about the exercise is how you go about developing it as much as the end result. I’ve seen a lot of “problem statements” that look like “Data integration in a problem” where if you put the end-user in the elevator, she’s ranting about turn-around times on reports or if you put the IT developer in the elevator he’s ranting about how long it takes him to respond to user requests or his inability to give end-users the power to do ad-hock queries.
Almost everything about communications in theory is simple. It’s the execution of it that’s hard.
April

]]> http://www.rocketwatcher.com/blog/2009/09/the-elevator-rant-a-prelude-to-a-value-proposition.html/comment-page-1#comment-100 londonink@yahoo.com Thu, 10 Sep 2009 07:43:39 +0000 http://www.aprildunford.com/http:/www.aprildunford.com/2009/09/the-elevator-rant-a-prelude-to-a-value-proposition.html#comment-100 Appreciate the shout out, April! - Bob London Bob London President London,Ink LLC www.londonink.com Appreciate the shout out, April!
- Bob London
Bob London
President
London,Ink LLC
http://www.londonink.com

]]> http://www.rocketwatcher.com/blog/2009/09/the-elevator-rant-a-prelude-to-a-value-proposition.html/comment-page-1#comment-99 Saeed Khan Thu, 10 Sep 2009 00:27:42 +0000 http://www.aprildunford.com/http:/www.aprildunford.com/2009/09/the-elevator-rant-a-prelude-to-a-value-proposition.html#comment-99 April, Isn't this really just a problem statement? April,
Isn’t this really just a problem statement?

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