Customer insights from research with IT managers on their decision making processes. Why value propositions around 'open’ in product communication are a show stopper and how to avoid this.

1. PundG
Potyka & Gropper I Independency Development
INDEPENDENCY DEVELOPMENT
DEVELOP FOR THE PEOPLE

2. PundG
Potyka & Gropper I Independency Development
WHY THIS TALK ?
‚OPEN‘ IS A SHOWSTOPPER,
AND HOW TO AVOID IT.

3. PundG
Potyka & Gropper I Independency Development
ON DIFFERENTIATION
MAKE A DIFFERENCE FOR THE CUSTOMER.
A differentiator has to make sense.
It has to simplify a decision by offering choice based on our
experiences, in a frame of reference that matters to us.

4. PundG
Potyka & Gropper I Independency Development
ON DIFFERENTIATION
‚OPEN‘ GIVES NO CLUE ABOUT THE PRODUCT.
A differentiator should not ad to the confusion.

5. PundG
Potyka & Gropper I Independency Development
ON DIFFERENTIATION
‚OPEN‘ IS NO VALUE PROPOSITION OR QUALITY
STATEMENT.
Why would an IT manager decide for or against ‚open‘ when
he evaluates potential solutions for a specific challenge?

6. PundG
Potyka & Gropper I Independency Development
ON BENEFITS

7. PundG
Potyka & Gropper I Independency Development
DO YOU KNOW YOUR TARGET GROUP ?
TO UNDERSTAND WHAT MAKES A
DIFFERENCE FOR MY TARGET, I NEED TO
SHIFT MY PERSPECTIVE.
When we even fail to always find the right
present for our loved ones, how can we
assume, we always know what a target group
wants, a bunch of strangers outlined by
statistics?

8. PundG
CEO
IT
Potyka & Gropper I Independency Development
KNOW YOUR TARGET’S CHALLENGES
I will never learn
this!!!
Save !Meet his objectives
Make ‘em use the new
tech properly to make it
profitable.
Make it all
happen!
STAFF
BOSS
Moss
Evaluate, propose,
plan, get it running and
train ‘em all, in no time,
with little resources.

9. PundG
Potyka & Gropper I Independency Development
WHAT IS A BENEFIT THAT MATTERS ?
Hey,
it’s open,
you can access it’s
source code and
customize it!
This does not
look like
Windows, I don‘t
like that.
? (*call IT if we
need to buy
locks*)
And how does this help
me? Cases? Specs?
Experience? I have no
time and skill for coding!
Proprietary gear? Cost?
CEO
IT
STAFF
BOSS
Moss

10. PundG
Potyka & Gropper I Independency Development
I WANT TO EMPHASIZE
MAKE A DIFFERENCE AS A SOLUTION,
don‘t introduce differentiators
that do not matter to customers.
CHARGE YOUR PRODUCT WITH TANGIBLE
BENEFITS FOR THE PEOPLE,
don‘t be didactic about your product.

11. PundG
21.05.15 S/11
Independency Development
PundG · Hobrechtstr. 20 · GER-12047 Berlin
www.pundg.com · office@pundg.com
Klaus Gropper // @gropbot
THANK YOU AND GOOD BYE