This presentation merges and evolves various presentations I created in the last months and is an attempt to create a unified framework that puts together many disciplines and theories like Job to Be Done, design thinking, lean startup, growth hacking. I also introduce a brand new definition for Minimum Viable Product.

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The Origin of Products
By Means of Market Selection

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Ideas in this presentation…
1. Products compete in ecosystems
2. Market selects products that have a better job/solution fit
3. Products evolve from fuzzy ideas to companies

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Products compete
in ecosystems
1

4. A
B
How many ways do I have
to move from A to B?

21. Ecosystem
of products (things that I own)
and services (things that I use)

22. Products and Services
compete with each other
and co-evolve

23. Pattern #1
Creation

24. Discoveries Inventions Products

25. Pattern #2
Exattation

27. Pattern #3
Diffusion

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Market selects
products that have a
better job/solution fit
2

30. A Job to be Done is the progress
that the customer is trying to make
in a given circumstance.

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Lunch with colleagues
Dinner alone
Dinner with friends
Special night with kids
Fulfilling a Job to be Done

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Customer
Other actors
Existing Products
Job to
be Done
Step
Problem / Opportunity
Successful products simplify a Job to be Done

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Customer
Other actors
Existing Products
Step
Problem / Opportunity
Job to
be Done
Successful products simplify a Job to be Done

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Products evolve
from fuzzy ideas
to companies
3

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Product Management turns around two big ideas
Wonder-Learn
Loop
Progressive
Fit

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Product Development follows an evolving path
Job Solution
Fit
Product Market
Fit
Business Market
Fit

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Product Development is about learning from customers
Customer Feedback
Experiment
Learn
Wonder

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Phase #1
Job Solution Fit
Prove that you have a solution
that fulfills a Job to be Done.

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Wonder-Learn Loop for Job Solution Fit
Wonder Experiment Feedback Learn
Interview Define challenges
Create pretotypes
Test
Observe
Define a
Point of View
Analyze results
Define
new challenges

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Examples

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Examples

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Examples

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Phase #2
Product Market Fit
Prove that there are customers
that want to pay for you solution.

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Wonder-Learn Loop for Product Market Fit
Wonder Experiment Feedback Learn
Ideate an MVP Build the MVP Test Analyze results
Pivot

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A usable definition of Minimum Viable Product
A MVP is version of a new product that:
1) allows the customer to recognizes it as the
answer to his Job to be Done and
2) triggers his availability to invest cognitive or
economic resources to try it.

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A usable definition of Minimum Viable Product

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Good examples of MVPs

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Progressive Fit
Business Market Fit
Prove that you can scale and set up a
sustainable business model.

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Wonder-Learn Loop for Business Market Fit
Wonder Experiment Feedback Learn
Define Touchpoints Design experiments Run experiments Analyze results
SystemizeIdeate campaigns
Prioritize

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The Startup model
Job Solution Fit Product Market Fit Business Market Fit

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Nicola Mattina
Adjunct Professor Università Roma Tre
Co-founder Stamplay
nicolamattina.it
linkedin.com/in/nicolamattina
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