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    12 Books in One Hour

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    shahmed999
    This document summarizes a presentation given by Sean Murphy of SKMurphy Inc. on December 11, 2006 to the San Diego Forum Marketing SIG. The presentation summarized 12 business and marketing books in one hour. It covered key concepts from the books on how disruptive innovation works, strategies for startups, and how to influence prospects. The summary highlighted insights from authors like Christensen, Moore, Blank, Hall, Kim, Mauborgne, and Cialdini on topics such as technology adoption lifecycles, crossing the chasm, viewing customers as hypotheses, blue ocean strategies, and the psychology of influence.

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    12 Books in One Hour

    Uploaded by

    shahmed999
    65 views33 pages
    This document summarizes a presentation given by Sean Murphy of SKMurphy Inc. on December 11, 2006 to the San Diego Forum Marketing SIG. The presentation summarized 12 business and marketing books in one hour. It covered key concepts from the books on how disruptive innovation works, strategies for startups, and how to influence prospects. The summary highlighted insights from authors like Christensen, Moore, Blank, Hall, Kim, Mauborgne, and Cialdini on topics such as technology adoption lifecycles, crossing the chasm, viewing customers as hypotheses, blue ocean strategies, and the psychology of influence.

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    This document summarizes a presentation given by Sean Murphy of SKMurphy Inc. on December 11, 2006 to the San Diego Forum Marketing SIG. The presentation summarized 12 business and marketing books in one hour. It covered key concepts from the books on how disruptive innovation works, strategies for startups, and how to influence prospects. The summary highlighted insights from authors like Christensen, Moore, Blank, Hall, Kim, Mauborgne, and Cialdini on topics such as technology adoption lifecycles, crossing the chasm, viewing customers as hypotheses, blue ocean strategies, and the psychology of influence.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    65 views33 pages

    12 Books in One Hour

    Uploaded by

    shahmed999
    This document summarizes a presentation given by Sean Murphy of SKMurphy Inc. on December 11, 2006 to the San Diego Forum Marketing SIG. The presentation summarized 12 business and marketing books in one hour. It covered key concepts from the books on how disruptive innovation works, strategies for startups, and how to influence prospects. The summary highlighted insights from authors like Christensen, Moore, Blank, Hall, Kim, Mauborgne, and Cialdini on topics such as technology adoption lifecycles, crossing the chasm, viewing customers as hypotheses, blue ocean strategies, and the psychology of influence.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 33
    At a glance
    Powered by AI
    Some of the key takeaways from the discussion include the S-curve of technology investment over time, Christensen's insights around disruptive innovation targeting non-consumers, and that innovation is as much psychological and cultural as technological.

    Some concepts discussed include the S-curve of diminishing returns on technology investment over time, the technology adoption life cycle in markets, and sources of innovation in systematically searching for opportunities.

    Christensen provides insights that disruptive innovations often start by overshooting customer needs or targeting undesirable/overserved customers known as 'non-consumers', and that new markets are often best entered elsewhere before scaling up to mainstream markets.

    Twelve Books in One Hour

    For the Busy CEO


    Sean Murphy, SKMurphy Inc.
    Talk @ SDForum Marketing SIG
    Presented December 11, 2006

    Bookshelf: Why These Books?


    Whos Here? What Are You Up To?
    Clayton Christensen

    The Innovators Dilemma (Solution)

    1997, 2003

    Geoffrey Moore

    Crossing the Chasm


    Inside the Tornado

    1991, 1998, 2002


    1995

    Peter Drucker

    Innovation and Entrepreneurship

    1985

    William Davidow

    Marketing High Technology

    1986

    Steve Blank

    Four Steps to the Epiphany

    2003

    Doug Hall

    Jumpstart Your Business Brain

    2001

    Michael Gerber

    E-Myth (Revisited)

    1985, 1995

    W. Chan Kim & R. Mauborgne

    Blue Ocean Strategy

    2005

    Gerald Weinberg

    Secrets of Consulting

    1985

    Robert Cialdini

    Influence: The Psychology of Persuasion

    1984

    Al Ries and Jack Trout

    The 22 Immutable Laws of Marketing

    1993

    12/11/06 SDForum Mktg SIG: 12 Books/ One Hour by Sean Murphy,


    SKMurphy, Inc. (www.skmurphy.com)

    Three Key Questions


    on Discontinuous Innovation
    How Does The World Work?
    Business Oriented Discontinuous Innovation
    Explain Physics Of New Product Adoption

    What Strategies Are Available To Startups?


    How Should They View The World?

    How To Influence Prospects?


    First Understand Their Psychology

    12/11/06 SDForum Mktg SIG: 12 Books/ One Hour by Sean Murphy,


    SKMurphy, Inc. (www.skmurphy.com)

    How the World Works: Key Concepts


    Technology: S-curve of Investment Yield
    Markets: Technology Adoption Life Cycle
    Focus: Enter On a Niche
    Customer View: Whole Product
    Sources of Innovation: How to Search
    Systematically for Opportunities

    12/11/06 SDForum Mktg SIG: 12 Books/ One Hour by Sean Murphy,


    SKMurphy, Inc. (www.skmurphy.com)

    How the World Works: S-Curve


    For Technology Investment Yield
    S-Curve

    Investment/Time

    Fosters Innovation: Attackers Advantage (85)


    Learning Curve with Setup Cost
    Eventually Technology Plateaus

    12/11/06 SDForum Mktg SIG: 12 Books/ One Hour by Sean Murphy,


    SKMurphy, Inc. (www.skmurphy.com)

    Christensen's Insights about S-curve


    Low End: Overshoot Customers Needs
    New Market: Cut Teeth Elsewhere
    Start with Non-Consumers

    Disruptive Markets Start with


    Undesirable or Overserved Customers
    Non-Consumers Not Tracked by Incumbents

    12/11/06 SDForum Mktg SIG: 12 Books/ One Hour by Sean Murphy,


    SKMurphy, Inc. (www.skmurphy.com)

    Innovation is Psychological and Cultural


    Technology Does Not Drive Change At All.
    Technology Merely Enables Change.
    It's Our Collective Cultural Response
    To The Options And Opportunities
    Presented By Technology
    That Drives Change.
    Paul Saffo
    12/11/06 SDForum Mktg SIG: 12 Books/ One Hour by Sean Murphy,
    SKMurphy, Inc. (www.skmurphy.com)

    How the World Works


    Technology Adoption Life Cycle
    Early
    Adopters
    Innovators

    Early
    Majority

    Late
    Majority

    Laggards

    Rogers Diffusion of Innovation (62,71,83,95,03)


    Normal Distribution of Risk Aversion
    Nice Single Parameter Model

    12/11/06 SDForum Mktg SIG: 12 Books/ One Hour by Sean Murphy,


    SKMurphy, Inc. (www.skmurphy.com)

    Two Kinds of Change / Innovation

    Evolution
    Continuous
    Sustaining
    Incremental
    Smooth Transition
    BetterFasterCheaper
    Red Queen Race

    Revolution
    Discontinuous
    Disruptive
    Radical
    Singularity
    Different
    Overturn Chessboard

    12/11/06 SDForum Mktg SIG: 12 Books/ One Hour by Sean Murphy,


    SKMurphy, Inc. (www.skmurphy.com)

    How the World Really Works: A Chasm


    in Discontinuous Technology Adoption

    Early
    Adopters

    C
    H
    A
    S
    M

    Early
    Late
    Majority Majority

    Laggards

    Geoffrey Moores Insight was the Chasm


    Early Majority Not Influenced By Early Adopters
    They Want the Comforts of an Established Market
    They Want a Whole Product
    12/11/06 SDForum Mktg SIG: 12 Books/ One Hour by Sean Murphy,
    SKMurphy, Inc. (www.skmurphy.com)

    10

    Cross the Chasm into a Niche


    Early Majority
    Pragmatists

    Early Adopters
    Visionaries

    C
    H
    A
    S
    M

    12/11/06 SDForum Mktg SIG: 12 Books/ One Hour by Sean Murphy,


    SKMurphy, Inc. (www.skmurphy.com)

    11

    Early Majority Want A Whole Product


    Marketing High Technology by Davidow
    Quality, Service, Support Part Of Design
    Documentation, Training, Development Kits,
    As Important As Core (Chip, SW, System)

    Market Share Funds The Whole Product


    Need At Least 1/6 Of A Niche To Survive
    Critical Mass If You Are First
    1/3 Share Normally Hard To Dislodge

    12/11/06 SDForum Mktg SIG: 12 Books/ One Hour by Sean Murphy,


    SKMurphy, Inc. (www.skmurphy.com)

    12

    Drucker on Innovation
    "Innovation requires us to systematically
    identify changes that have already occurred
    but whose full effects have not yet been felt,
    and then to look at them as opportunities. It
    also requires existing companies to abandon
    rather than defend yesterday."
    Innovation & Entrepreneurship (1985)
    12/11/06 SDForum Mktg SIG: 12 Books/ One Hour by Sean Murphy,
    SKMurphy, Inc. (www.skmurphy.com)

    13

    Sources of Innovation: How to


    Systematically Search for Opportunities
    The Unexpected.
    The Incongruous
    Weak Link In Existing Process
    Industry Or Market Structure Change
    Demographics: Size, Age Structure
    New Zeitgeist: Perception, Mood, Meaning
    New Knowledge
    12/11/06 SDForum Mktg SIG: 12 Books/ One Hour by Sean Murphy,
    SKMurphy, Inc. (www.skmurphy.com)

    14

    Three Key Questions


    on Discontinuous Innovation
    How Does The World Work?
    Business Oriented Discontinuous Innovation
    Explain Physics Of New Product Adoption

    What Strategies Are Available To Startups?


    How Should They View The World?

    How To Influence Prospects?


    First Understand Their Psychology

    12/11/06 SDForum Mktg SIG: 12 Books/ One Hour by Sean Murphy,


    SKMurphy, Inc. (www.skmurphy.com)

    15

    How Startups Need to View the World?


    Blank: Your Product Starts as a Hypothesis
    Hall: Simple Physics in the Early Market
    Blue Ocean Strategy: Go Somewhere else
    Gerber: Technology is Not Enough

    12/11/06 SDForum Mktg SIG: 12 Books/ One Hour by Sean Murphy,


    SKMurphy, Inc. (www.skmurphy.com)

    16

    How to View the World: Steve Blanks


    Four Steps to the Epiphany
    Your Product Starts as a Hypothesis
    As Is Customer, Price, Distribution,

    Founders Must Sell


    To Test, Evaluate, and Learn First Hand
    Facts Are Outside the Building

    Customer Hypothesis Most Important


    Too Much Focus on Engineering Beta
    Instead of Defined Scalable Sales Process
    12/11/06 SDForum Mktg SIG: 12 Books/ One Hour by Sean Murphy,
    SKMurphy, Inc. (www.skmurphy.com)

    17

    Steve Blank on Earlyvangelist


    Characteristics of Visionary Customer
    1.
    2.
    3.
    4.

    Has a Critical Business Problem


    Know That They Have the Problem
    Actively Looking for a Solution
    Has Tried to Solve the Problem
    Unsatisfied with In-House or Custom Fix

    5. Has (Or Can Acquire) Budget

    12/11/06 SDForum Mktg SIG: 12 Books/ One Hour by Sean Murphy,


    SKMurphy, Inc. (www.skmurphy.com)

    18

    How to View the World: Doug Halls


    Jumpstart Your Business Brain
    3 Laws of
    Market Physics
    for Products

    1. Demonstrable Benefit
    2. Reason to Believe
    3. Dramatic Difference

    3 Laws of
    Capitalist Creativity
    for Product Team

    1. Explore Stimuli
    2. Leverage Diversity
    3. Face Fears

    12/11/06 SDForum Mktg SIG: 12 Books/ One Hour by Sean Murphy,


    SKMurphy, Inc. (www.skmurphy.com)

    19

    How to View the World: Blue Ocean Strategy by


    W. Chan Kim and Renee Mauborgne

    Avoid the Competition


    Under-served or Undesirable Customers
    vs. Beat the Competition Across the Board

    You Have To Subtract To Be Able To Add

    Eliminate Features That Dont Add Value


    Reduce Tables Stakes to Minimum Ante
    Improve Features that Differentiate
    Add One Or Two New Features or Aspects
    12/11/06 SDForum Mktg SIG: 12 Books/ One Hour by Sean Murphy,
    SKMurphy, Inc. (www.skmurphy.com)

    20

    How to View the World: Michael


    Gerbers E-Myth (Revisited)
    Business Needs:
    Technologist
    Manager
    Entrepreneur

    Technology Not Enough


    Process -> Franchise -> Scale

    12/11/06 SDForum Mktg SIG: 12 Books/ One Hour by Sean Murphy,


    SKMurphy, Inc. (www.skmurphy.com)

    21

    Three Key Questions


    on Discontinuous Innovation
    How Does The World Work?
    Business Oriented Discontinuous Innovation
    Explain Physics Of New Product Adoption

    What Strategies Are Available To Startups?


    How Should They View The World?

    How To Influence Prospects?


    First Understand Their Psychology

    12/11/06 SDForum Mktg SIG: 12 Books/ One Hour by Sean Murphy,


    SKMurphy, Inc. (www.skmurphy.com)

    22

    How To Influence Prospects?


    First Understand Their Psychology
    Cialdini Explores Basis of Influence
    Reis & Trout Explain Perception
    Weinberg Offers Tip for Change Agents

    12/11/06 SDForum Mktg SIG: 12 Books/ One Hour by Sean Murphy,


    SKMurphy, Inc. (www.skmurphy.com)

    23

    How to Influence Prospects?


    Influence by Robert Cialdini
    Customers & Prospects Will Learn Truth
    About Your Sales, Marketing, Service, Product
    Cialdini Explains Consequences of Behavior
    Internet Has Vastly Accelerated This Process

    Use Real Testimonials


    Target Every Customer as a Reference
    Be Authentic in Your Corporate Generosity

    12/11/06 SDForum Mktg SIG: 12 Books/ One Hour by Sean Murphy,


    SKMurphy, Inc. (www.skmurphy.com)

    24

    How to Influence Prospects?


    Real Testimonials
    Interview Customer & Visit Their Workplace
    Understand Why they Bought
    What Benefits Do They Believe Accrued

    Use Their Description of Pain & Benefits


    Best Guide to what they will tell other
    Avoids Echo Chamber Effect

    12/11/06 SDForum Mktg SIG: 12 Books/ One Hour by Sean Murphy,


    SKMurphy, Inc. (www.skmurphy.com)

    25

    How to Influence Prospects?


    22 Immutable Laws of Marketing
    Marketing is a battle of Perceptions
    Not Products, Effects Take Time

    First in Mind Before First in the Market


    Create a Category to Be First in
    Word(s) You Own in Prospects Mind
    Two Firms Cant Own the Same Word

    Build on trends and not fads

    12/11/06 SDForum Mktg SIG: 12 Books/ One Hour by Sean Murphy,


    SKMurphy, Inc. (www.skmurphy.com)

    26

    Tips for Change Agents


    Gerald Weinberg in "Secrets of Consulting"
    Spend One Day A Week Getting Exposure.
    No Client More Than 25% Of Your Business
    Pre-mortem: ID 3 Things That Might Go Wrong
    And How To Prevent, Mitigate, or Fix
    You Have To Accept Failure To Succeed

    People Don't Tell You If They Stop Trusting You


    Money Is Usually The Smallest Part Of The Price.

    12/11/06 SDForum Mktg SIG: 12 Books/ One Hour by Sean Murphy,


    SKMurphy, Inc. (www.skmurphy.com)

    27

    Advice to Mad Scientists


    Innovation is the First Reduction to Practice of
    an Idea in a Culture. James Brian Quinn
    Stop Working From Idea To Culture
    1.
    2.
    3.
    4.

    Start With Culture (Niche)


    Analyze Needs (Pain)
    Determine What Constitutes Proof
    Find an In Culture Partner Willing To Help
    Jointly Reduce To Practice
    12/11/06 SDForum Mktg SIG: 12 Books/ One Hour by Sean Murphy,
    SKMurphy, Inc. (www.skmurphy.com)

    28

    About SKMurphy, Inc.


    We Offer Strategy and Business
    Development Consulting & Products
    Our Focus is on Software Entrepreneurs
    We Help Them Find
    Early Customers / Early References
    Early Revenue

    12/11/06 SDForum Mktg SIG: 12 Books/ One Hour by Sean Murphy,


    SKMurphy, Inc. (www.skmurphy.com)

    29

    Backup Slides

    12/11/06 SDForum Mktg SIG: 12 Books/ One Hour by Sean Murphy,


    SKMurphy, Inc. (www.skmurphy.com)

    30

    Our Focus Tonight is on Innovation


    As the births of living creatures are at first ill-shapen, so
    are all innovations, which are the births of time.
    Francis Bacon
    More innovations come from borrowing and combining than
    simple invention. 'I invented nothing new,' said Henry Ford. 'I
    simply assembled into a car discoveries of other men behind
    whom were centuries of work.' It sounds easy, but it
    emphasizes another quality more significant than originality:
    imagination as manifest in the ability to see relationships.
    Harold Evans "They Made America"
    12/11/06 SDForum Mktg SIG: 12 Books/ One Hour by Sean Murphy,
    SKMurphy, Inc. (www.skmurphy.com)

    31

    Yahoo Labs Motto


    Captures Technology Life Cycle
    Invention, disruption, innovation, improvement
    Yahoo Labs http://labs.yahoo.com/

    12/11/06 SDForum Mktg SIG: 12 Books/ One Hour by Sean Murphy,


    SKMurphy, Inc. (www.skmurphy.com)

    32

    Peer Insights Take on Blue Ocean


    "customer experience mapping for service innovation.
    http://www.norcalpdma.org/resources/2005/Peer_Insight_NorCap
    PDMA2005-1-27.pdf
    In particular see PDF pages: 15, 17, 22, 28, 30
    (slide & page numbers don't match, I mean PDF page numbers)
    Their presentation mirrors the "Blue Ocean" strategy mapping
    Calling it "exploiting the white space
    Except they fix potential value innovations at ten pre-defined
    points in the "customer experience map"
    They don't suggest that new value points should be added to
    enable further value-added differentiation.
    Its a very useful elaboration/enhancement on strategy map
    12/11/06 SDForum Mktg SIG: 12 Books/ One Hour by Sean Murphy,
    SKMurphy, Inc. (www.skmurphy.com)

    33

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