By Steve Portigal at 1:15 am, Friday February 04 2011
Yesterday I spoke at Lift 11, giving a 20-minute presentation. Here’s all the goodies
Video
Slides
Graphic recording (click to see larger)
More pictures
Tags: conference, customers, insights, lift11, presentation, users
Great energy Steve. Interesting questions at the end. Viva le outlier!
Comment by Julie Norvaisas 02.04.11 @ 4:45 pmFunny phrasing! I tend to see “outlier” as a word, just based on its spelling. oot-lee-yay – so “viva la” makes it right
Comment by Steve Portigal 02.07.11 @ 10:09 pmthanks for this, steve!
one thing you said that really stood out to me is “don’t show your best guess at a solution; instead identify provocative examples to surface hidden desires and expectations” — this makes so much sense and has broad application.
in brand positioning work, for example, typically marketers show a bunch of barely differentiated positioning concepts all nuancing what we believe the main point is — this approach leaves the research to function more like a beauty contest and rarely yields a clear direction.
using your approach, though, i could see showing a range of positioning concepts including one(s) that is the opposite of what we think the main point is in order to provoke a more enlightening discussion.
– denise lee yohn
Comment by denise lee yohn 02.05.11 @ 4:18 pmDenise – that’s a great example. I think you can also exaggerate the differentiating factor – almost like a caricature – to ensure the conversation is about the factors that you think are worth exploring with people.
Comment by Steve Portigal 02.13.11 @ 11:59 am
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