un-keynote for Rocky Mountain ProductCamp on 11/13/2010

1. Thriving on Change
John Oechsle
Executive VP Strategy & Product

3. Thriving on Change
• Adaptive industries, organizations, and
individuals
– People continuously adapt to new
situations to prosper and thrive
– Effective communication
– Constant change keeps organizations agile
– Continuous learning

4. First satellite image
August 18, 1960
Corona
Discoverer 14 mission
Mid-air recovery of film buckets
Black & white
25-foot resolution
Mys Schmidta Airfield, Russia
Changing Industry

5. WorldView-2 Electronic downlink
Mt Merapi, Indonesia Natural color
November 12, 2010 12-inch resolution

6. Organizational Change
• Either fostered or hindered
• Change is ongoing, not an event
• Stable reference points help people
cope with change
• Leadership is critical

7. Individual Change
• People don’t resist change, we resist
being changed
• Some thrive, others are hostile
• Different approaches to coping

8. Adapting to Changing Markets
• Multi-source product concepts –
from customers, R+D, market
analysis of domains
• Research - market potential,
compelling reasons to buy
• Value proposition and business
justification; prioritize, re-prioritize
• Target Market Initiative (TMI) details
Whole Product – deep
understanding of specific customer
problem
Conceptualization
Concepts
Domains
R&D
Customer
Projects
Business Justification
TMIs
Product Lifecycle - Decision Points

9. Turning Around Product
Joint Dev
Projects
Early
Adopters
Beta Launch
Decision Points
• Proven Market Potential
– Establish joint development partners
– Early adopters for test and feedback
– Refine product
– Rigorous decision points for go/no-go
– Launch with full marketing & sales support

10. Take Aways
• Industry, organizational, and personal
transitions to change
• Change can be enabled, but not managed
• Knowledge and communication are
essential
• Rapid delivery provides important early
experience and feedback
• Keep learning…and have fun doing it

11. Questions & Interaction

12. Click to edit Master title style
Click to edit Master text styles
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