Oct. 3, 2011: Product Management and Value Co-Creation w/Jose Briones, PhD.

Transcript from Oct 3, 2011:
Global Product Management Talk w/ Jose Briones, Ph.D.
Value Co-Creation and Product Management
MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yr

Podcast: http://bit.ly/pRXc5Z
Links: http://pack.li/3u

INTRO
Value Co-Creation not only describes a business management trend of jointly creating products, the term also refers to a change
in orientation towards quantifying the customer experience. Value co-creation is a movement towards recognizing the perceived
value experienced by the customer throughout all interactions with the product, brand and service. Product managers recognize that
the value of the customer experience is much more than mere financial transactions. This discussion will uncover how value co-
creation can be applied to the successful development of products and services.

ABOUT JOSE BRIONES, Ph.D.
Dr. Jose A. Briones is currently the Dr. Briones has a Ph.D. in Chemical Engineering from
Director of Operations of SpyroTek Clemson University and is a graduate of the Business
Performance Solutions, a diversified Administration Program from Wharton Business School. Dr.
supplier of BPM software and Briones’ expertise and experience includes: Innovation
innovation management services. Management, Product Development and Ideation, Business
Dr. Briones also holds managerial Model Assessments, Product Portfolio Value Analysis,
and board positions in several Probabilistic Decision Forecasting Analysis and use of Social
companies, including: Smarty-Ears Media to achieve Social Change.
LLC, a developer of iPhone Apps for
Speech Therapy applications; Green Technologies Corp., a For the past year, Dr. Briones has been creating a next-
supplier of hypoallergenic Natural Rubber and AXL Energy generation framework for innovation management based on
LLC, a market research and engineering support company a spiral approach. The basis for the framework is the different
for the oil and gas segment. Dr. Briones is also an Advisory management approaches for disruptive or new-market
Board Member of the DFW Product Group. innovation vs. incremental innovation combined with a
controlled iterative approach to the discovery process. This
Dr. Briones has 20 years of commercial and technical framework has been presented at numerous conferences
experience in the manufacturing industry, holding positions in and webinars to great reviews.
the areas of marketing, innovation, sales, engineering and
R&D with Fortune 300 companies such as Celanese, Air "As a frequent participant in the Global Product Management
Products and Reichhold. Dr. Briones’ experience also Talk, as well as other Twitter chats, such as #innochat, I look
includes custom manufacturing companies and software forward to the participants’ experience in applying value co-
startups. Dr. Briones has been the commercial or technical creation to the product management process," commented
leader in the launch and commercialization of over 35 new Dr. Briones.
products for a variety of applications and end use segments.
Dr. Briones is also named as inventor in 5 different patents.

QUESTIONS MENTIONED DURING TALK
Q1 How do you define value? Value Co-Creation, The New Approach To Successful
Product Innovation http://slidesha.re/nqm2Aw
Q2 Are there different types of value? My personal definition of Business with Customer Value Co-
creation http://bit.ly/pBIgz7
Q3 How do you measure value? Value-based Service Systems: Value Co-creation
http://bit.ly/o8zfiU
Q4 How do you define value co-creation? How Co-creation Differentiates Customer Experience « 90:10
Blog http://bit.ly/nBnos9
Q5 What examples are you aware of where value Co-creation And The Impact On The Three Levels Of
co-creation has been used in the successful Product http://read.bi/oFFLGz
What’s Your Platform for Value Co-Creation? « Social CRM
development of products and services? ideas by Mark Tamis http://bit.ly/pw2btV
Dan Ariely http://bit.ly/qy3u2i
Q6 What advice would you give to a company that Tools: Kano, conjoint analysis
Products: Apple Macintosh, hybrid cars, Virgin Airlines
wants to get into value co-creation? Augmentative & Alternative Communication
Technology (AAC): Steven Hawking, Roger Ebert

_______________________________________________________________________________________________

Sponsor us http://bit.ly/gF0Tt3 Thank you http://bit.ly/phTOWh 1

GLOBAL PRODUCT MANAGEMENT TALK http://www.prodmgmttalk.com @prodmgmttalk #prodmgmttalk


TWEET CHRONOLOGY

HakanKilic Finally able to attend todays #prodmgmttalk! -2:10 PM Oct 3rd, 2011

thebuddygroup Join #prodmgmttalk Mondays at 4:00 PM PST on Twitter. Follow @prodmgmttalk for more:
http://ow.ly/6M5Ag /via @cindyfsolomon -2:55 PM Oct 3rd, 2011

ProdMgmtTalk Thanks for RT! Hope to see you soon!@thebuddygroup http://t.co/BaBe5x4M Value Co-creation
w/@brioneja #prodmgmttalk -3:10 PM Oct 3rd, 2011

brainmates Aussie Product Management Talk Followers. Today's talk starts at 10AM because of Daylight Savings
#prodmgmttalk -3:10 PM Oct 3rd, 2011

ProdMgmtTalk Excellent! Today's resources: http://pack.li/3u Value Co-Creation w/ @brioneja RT @HakanKilic: Finally
able to attend todays #prodmgmttalk -3:11 PM Oct 3rd, 2011

cindyfsolomon RT @brainmates: Aussie Product Management Talk Followers. Today's talk starts at 10AM because of
Daylight Savings#prodmgmttalk -3:12 PM Oct 3rd, 2011

cindyfsolomon Questions for today's discussion are here: http://t.co/Tdm1S2PK #prodmgmttalk 3:13 PM Oct 3rd, 2011

cindyfsolomon Resources for today's event: http://pack.li/3u#prodmgmttalk 3:13 PM Oct 3rd, 2011

cindyfsolomon Value & Co-creation: Listen speaker & co-hostshttp://t.co/RBLwOuMq Tweet us to let us know you're
calling in: (323) 927-2957 #prodmgmttalk -3:16 PM Oct 3rd, 2011

cindyfsolomon #prodmgmttalk talks place every Monday at 4:00 PM PT on Twitter. Follow @prodmgmttalk -3:19 PM
Oct 3rd, 2011

Ycnt_ibdonlyjen RT @brainmates: Aussie Product Management Talk Followers. Today's talk starts at 10AM because
of Daylight Savings#prodmgmttalk -3:20 PM Oct 3rd, 2011

cindyfsolomon Starting in 1/2 hour: press releasehttp://t.co/pVPOGzqb Background readings: http://pack.li/3u

cindyfsolomon Read this! Value based Service Systems http://t.co/mUOqlNbH for Socratic discussion in 25 mins

cindyfsolomon Today's blogtalkradio Podcast http://t.co/osn2SrX2Call in & tweet us to let us know: (323) 927-
2957 #prodmgmttalk -3:46 PM Oct 3rd, 2011

HakanKilic RT @cindyfsolomon: Today's blogtalkradio Podcasthttp://t.co/PWxCqT2U Call in & tweet us to let us know:
(323) 927-2957 #prodmgmttalk -3:49 PM Oct 3rd, 2011

cindyfsolomon Pre-talk with Jose Briones has started! @brioneja http://t.co/osn2SrX2 Call in: (323) 927-
2957 #prodmgmttalk -3:50 PM Oct 3rd, 2011

cindyfsolomon Never participated in a twitter chat? FAQs -http://t.co/Qr2s1o0O Join us! #prodmgmttalk -3:51 PM Oct
3rd, 2011

cindyfsolomon How to participate in Global Prod Mgmt Talk? http://t.co/nV2DZflo #prodmgmttalk -3:52 PM Oct 3rd,
2011
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piplzchoice joining #prodmgmttalk with @cindysolomon and @jbriones http://t.co/gjy93SF1 -3:53 PM Oct 3rd, 2011

cindyfsolomon Welcome @piplzchoice @HakanKilic #prodmgmttalk -3:53 PM Oct 3rd, 2011

cindyfsolomon Please introduce yourself: where you're tweeting from, your involvement w/product management when
you come in! #prodmgmttalk -3:54 PM Oct 3rd, 2011

cindyfsolomon Today: Please follow @brioneja @prodmgmttalk@cindyfsolomon @brainmates and use hashtag

cindyfsolomon Our speaker @brioneja Dr. Jose A. Briones currently Director Operations of SpyroTek Performance
Solutions #prodmgmttalk -3:55 PM Oct 3rd, 2011

brainmates Dear followers. I will be co-hosting a twitter chat in 5 minutes. Please forgive the volume of tweets

cindyfsolomon Our speaker @brioneja Dr. Briones has 20 years of commercial & technical experience with Fortune
300 companies #prodmgmttalk -3:57 PM Oct 3rd, 2011

cindyfsolomon Dr. Briones’ experience also includes custom manufacturing companies and software startups.
@brioneja #prodmgmttalk -3:57 PM Oct 3rd, 2011

brainmates Looking forward to speaking to @brioneja talk about#value and the creation of value #prodmgmttalk -3:58
PM Oct 3rd, 2011

cindyfsolomon Tweeting Best Practices FAQs - #ProdMgmtTalkhttp://t.co/8WzU7LSf -3:58 PM Oct 3rd, 2011

cindyfsolomon Our format: we post questions Q1, Q2, Q3 please answer using A1, A2, A3 #prodmgmttalk -3:59 PM
Oct 3rd, 2011

cindyfsolomon Today's questions are at http://t.co/PUWTi1Q0 Today's pack of links & resources: http://pack.li/3u

Brioneja Hello to Product Managers, Market Developers and Innovators. Thanks for the opportunity of co-hosting this
chat #prodmgmttalk -4:00 PM Oct 3rd, 2011

Brioneja Look forward to your input, feedback and opinions regarding the definition and measurement of value

cindyfsolomon This is Cindy, your co-host, tweeting from across the bay from San Francisco #prodmgmttalk -4:01 PM
Oct 3rd, 2011

cindyfsolomon Welcome Jose Briones, Ph.D. @brioneja Today's speaker! #prodmgmttalk -4:01 PM Oct 3rd, 2011

cindyfsolomon RT @piplzchoice: joining #prodmgmttalk with @cindysolomon and @jbriones http://t.co/gjy93SF1 -4:01
PM Oct 3rd, 2011

brainmates Hello everyone. Its Adrienne from Sydney.#prodmgmttalk -4:02 PM Oct 3rd, 2011

JJRiquelmeM RT @Brioneja: Hello to Product Managers, Market Developers and Innovators. Thanks for the
opportunity of co-hosting this chat #prodmgmttalk -4:02 PM Oct 3rd, 2011

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JJRiquelmeM RT @Brioneja: Look forward to your input, feedback and opinions regarding the definition and
measurement of value#prodmgmttalk -4:02 PM Oct 3rd, 2011

Brioneja Let's start the discussion #prodmgmttalk -4:03 PM Oct 3rd, 2011

ProdMgmtTalk Today's questions are at http://t.co/pRHkMxjA Today's pack of links & resources: http://pack.li/3u
#prodmgmttalk http://t.co/ZnvqR9DT -4:03 PM Oct 3rd, 2011

ErikaLAndersen Hi from Erika Andersen in Salt Lake City. Check into #prodmgmttalk -4:03 PM Oct 3rd, 2011

ProdMgmtTalk And we're starting! Q1 How do you define value? #prodmgmttalk http://t.co/ZnvqR9DT -4:04 PM Oct
3rd, 2011

ProdMgmtTalk Please introduce yourself: where you're tweeting from, your involvement w/product management when
you come in! #prodmgmttalk -4:04 PM Oct 3rd, 2011

Trillogy3 RT @piplzchoice: joining #prodmgmttalk with@cindysolomon and @jbriones http://t.co/gjy93SF1 -4:04 PM
Oct 3rd, 2011

Brioneja I think there is significant consensus regarding the importance of value in innovation and product/service
creation #prodmgmttalk -4:04 PM Oct 3rd, 2011

Brioneja However, there is little consensus as to the definition and measurement of value #prodmgmttalk -4:05 PM Oct
3rd, 2011

JJRiquelmeM RT @Brioneja: I think there is significant consensus regarding the importance of value in innovation and
product/service creation #prodmgmttalk -4:05 PM Oct 3rd, 2011

ProdMgmtTalk Welcome anonymous guests! #prodmgmttalk http://t.co/ZnvqR9DT -4:05 PM Oct 3rd, 2011

JJRiquelmeM RT @Brioneja: However, there is little consensus as to the definition and measurement of value

Brioneja What is your own definition of value? All opinions are welcome #prodmgmttalk -4:05 PM Oct 3rd, 2011

brainmates Agree RT @Brioneja: However, there is little consensus as to the definition and measurement of value

piplzchoice Gregory tweeting from SF East Bay #prodmgmttalk http://t.co/gjy93SF1 -4:06 PM Oct 3rd, 2011

brainmates A1: Value = what customers are willing to exchange ($, info etc) for your product/service #prodmgmttalk -
4:07 PM Oct 3rd, 2011

Brioneja @ErikaLAndersen @piplzchoice Hello Erika and Gregory, I look forward to your opinions for today's
discussion #prodmgmttalk -4:07 PM Oct 3rd, 2011

piplzchoice A1 Product value can be measured by a degree it meets customer expectations #prodmgmttalk
http://t.co/gjy93SF1 -4:07 PM Oct 3rd, 2011

ProdMgmtTalk RT @brainmates: A1: Value = what customers are willing to exchange ($, info etc) for your product/
service #prodmgmttalk -4:08 PM Oct 3rd, 2011

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lmckeogh RT @brainmates: A1: Value = what customers are willing to exchange ($, info etc) for your product/ service

Brioneja A definition that I use is that value is a measure of need or desirability. What do you all think? #prodmgmttalk
-4:08 PM Oct 3rd, 2011

agilebench I like the notion that value is relative. It makes it easier to estimate value comparatively #prodmgmttalk
http://t.co/mMD7bpR6 -4:08 PM Oct 3rd, 2011

saeedwkhan @brainmates Value and price are different beasts entirely. Value is what you get from something. Price is
what you pay. #prodmgmttalk -4:08 PM Oct 3rd, 2011

Brioneja @agilebench Yes, it is certainly relative, different for every individual #prodmgmttalk -4:09 PM Oct 3rd, 2011

agilebench This approach takes its queue from agile estimation techniques (which are focused on cost, not value)
#prodmgmttalk http://t.co/mMD7bpR6 -4:09 PM Oct 3rd, 2011

ProdMgmtTalk RT @agilebench: I like the notion that value is relative. It makes it easier to estimate value
comparatively #prodmgmttalk http://t.co/mMD7bpR6 -4:09 PM Oct 3rd, 2011

hienergyguy #prodmgmttalk value is what further rewards, relationships, and results can be obtained by after a
transaction http://t.co/IUG7UalD -4:09 PM Oct 3rd, 2011

lmckeogh @Brioneja : agree w/ half of that. I can think of some things that are desirable but don't necessarily have
value .#prodmgmttalk -4:09 PM Oct 3rd, 2011

brainmates Its only 1 part of it RT @Brioneja: A definition that I use is that value is a measure of need or desirability
.#prodmgmttalk -4:09 PM Oct 3rd, 2011

Brioneja @saeedwkhan Yes, they are absolutely different. It's critical to 1st determine the value of the offering
BEFORE setting price #prodmgmttalk -4:10 PM Oct 3rd, 2011

Brioneja @brainmates Could you elaborate? #prodmgmttalk -4:10 PM Oct 3rd, 2011

ProdMgmtTalk @lmckeogh - that something is desirable - does that not define its value (amount of desirability)?
#prodmgmttalk http://t.co/ZnvqR9DT -4:11 PM Oct 3rd, 2011

Brioneja @lmckeogh Desiring something to fulfill a personal want means the product has value for that individual

brainmates Agree @saeedwkhan: re: the diff btwn price & value but in #business world price closely follows value

Brioneja @lmckeogh The fashion industry has always relied on this. #prodmgmttalk -4:12 PM Oct 3rd, 2011

piplzchoice RT @brainmates: Agree @saeedwkhan: re: the diff btwn price & value but in #business world price closely
follows value #prodmgmttalk -4:12 PM Oct 3rd, 2011

Brioneja @brainmates @saeedwkhan Unfortunately in most companies price comes first, value later #prodmgmttalk -
4:12 PM Oct 3rd, 2011

ErikaLAndersen Whether something "should" have value and "does" have value are different. #prodmgmttalk -4:13 PM
Oct 3rd, 2011
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Brioneja @hienergyguy Yes, rewards and relationships is a big part of value. Service industries use this constantly

lmckeogh E.g. I desire a strand of pearls. However, its value or more exactly, its price is artificially set by someone
(jeweler).#prodmgmttalk -4:13 PM Oct 3rd, 2011

Brioneja @ErikaLAndersen Value is relative for each individual. Something may have value for you but not for
me #prodmgmttalk -4:13 PM Oct 3rd, 2011

ProdMgmtTalk Welcome @ErikaLAndersen @marybnolan @Trillogy3@Agilebench @hienergyguy #prodmgmttalk
http://t.co/ZnvqR9DT -4:14 PM Oct 3rd, 2011

Brioneja @ErikaLAndersen That forms the entire basis of real market segmentation #prodmgmttalk -4:14 PM Oct 3rd,
2011

lmckeogh Agree RT @ErikaLAndersen: Whether something "should" have value and "does" have value are different.

ProdMgmtTalk Q2 Are there different types of value? (we're already answering this!) #prodmgmttalk

Brioneja @lmckeogh The price may be set, but some individuals may thing the price is above value, some below

agilebench What approaches could we take when attempting to enhance the value of our current products?
#prodmgmttalk http://t.co/mMD7bpR6 -4:16 PM Oct 3rd, 2011

Brioneja @ProdMgmtTalk A2: I personally use two categories: Hard (monetizable, directly measurable) and soft
(emotional/ subjective) #prodmgmttalk -4:16 PM Oct 3rd, 2011

lmckeogh @Brioneja yes, price can be an arbitrary measure and will differ between consumers #prodmgmttalk -4:16
PM Oct 3rd, 2011

ErikaLAndersen A2: Yes, absolutely. Seat on airplane. Business ppl may value much more than vacationers - hence,
segmentation #prodmgmttalk -4:16 PM Oct 3rd, 2011

Trillogy3 Q2 Yes. The example that springs to mind is economic value versus personal value. #prodmgmttalk
http://t.co/Qa9F1Ak2 -4:18 PM Oct 3rd, 2011

ProdMgmtTalk @brioneja says "Some market segments value Hard > Soft: classical ex: hybrid cars" #prodmgmttalk

Brioneja @ProdMgmtTalk The classic example is hybrid cars: Hard value: Gas Savings, Soft Value: Saving the Planet

saeedwkhan @brioneja - A2 Yes. Diff types of value. usu. saves time/effort, gives peace of mind, makes/saves money
etc. #prodmgmttalk -4:19 PM Oct 3rd, 2011

ProdMgmtTalk RT @Trillogy3: Q2 Yes. The example that springs to mind is economic value versus personal value.
#prodmgmttalkhttp://t.co/Qa9F1Ak2 -4:19 PM Oct 3rd, 2011

Brioneja @Trillogy3 Could you elaborate? #prodmgmttalk -4:19 PM Oct 3rd, 2011
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ErikaLAndersen Hard value for cars: ability to get from A to B. Soft: Luxurious feel, prestige? #prodmgmttalk -4:19 PM
Oct 3rd, 2011

Trillogy3 Q2 Example - grandma's rocking chair on EBay. May have great value to me, but no econ. value
#prodmgmttalk http://t.co/Qa9F1Ak2 -4:20 PM Oct 3rd, 2011

Brioneja @saeedwkhan Do you define market segments using different types of value? #prodmgmttalk -4:20 PM Oct
3rd, 2011

ProdMgmtTalk RT @ErikaLAndersen: Hard value for cars: ability to get from A to B. Soft: Luxurious feel, prestige?

lmckeogh So, in simple terms @Brioneja, value has both a subjective&objective component. Could you plot objective
along X axis vs. sub #prodmgmttalk -4:20 PM Oct 3rd, 2011

Brioneja @ErikaLAndersen Yes, Branding big part of soft value#prodmgmttalk -4:20 PM Oct 3rd, 2011

eghenson so categories of value - economic, social, personal?#prodmgmttalk -4:21 PM Oct 3rd, 2011

piplzchoice RT @lmckeogh: So, in simple terms @Brioneja, value has both a subjective&objective component. Could
you plot objective along X axis vs. sub #prodmgmttalk -4:21 PM Oct 3rd, 2011

ProdMgmtTalk Welcome @eghenson #prodmgmttalkhttp://t.co/ZnvqR9DT -4:21 PM Oct 3rd, 2011

brainmates RT @saeedwkhan: Diff types of value. usu. saves time/effort, gives peace of mind, makes/saves money
etc.#prodmgmttalk -4:21 PM Oct 3rd, 2011

Brioneja @Trillogy3 Wouldn't the fact that it does have great value to you also means some economic value to you?

Brioneja @lmckeogh It is theoretically possible, difficulty is relative measure of subjective value #prodmgmttalk -4:22
PM Oct 3rd, 2011

ProdMgmtTalk Q3 How do you measure value? #prodmgmttalk http://t.co/ZnvqR9DT -4:22 PM Oct 3rd, 2011

ProdMgmtTalk Our format: we post questions Q1, Q2, Q3 please answer using A1, A2, A3 #prodmgmttalk

Trillogy3 Q3 price is one way. #prodmgmttalk http://t.co/Qa9F1Ak2 -4:23 PM Oct 3rd, 2011

saeedwkhan @Brioneja Yes Segment by value & use case.Value changes based on who is recving value & what
value they in turn can deliver. #prodmgmttalk -4:23 PM Oct 3rd, 2011

Brioneja @ProdMgmtTalk I separated "Hard" and "Soft" value essentially b/c of easy of measurement/ quantification

lmckeogh A3: Time is money IMO. If I can save time depending on the cost I may value it. #prodmgmttalk -4:23 PM
Oct 3rd, 2011

Brioneja @ProdMgmtTalk Easy to measure gas savings, more difficult to properly measure the satisfaction you get
from saving the planet #prodmgmttalk -4:24 PM Oct 3rd, 2011

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eghenson often you can test/measure value by comparing the object of test to existing objects of proven value

Brioneja @lmckeogh Absolutely, time savings are quantifiable and measurable, "hard" value #prodmgmttalk -4:24 PM
Oct 3rd, 2011

Trillogy3 A3: I guess you could also measure by volume - units purchased. Also number of referrals. #prodmgmttalk

brainmates A3: Measure value through desire to pay for it in some way (time, $, freedom) #prodmgmttalk -4:25 PM Oct
3rd, 2011

lmckeogh @Brioneja: What I meant by last comment was can you transform a soft measure into something hard
during value discovery #prodmgmttalk -4:25 PM Oct 3rd, 2011

eghenson entertainment, as example. You pay X to go to the movies. Would you pay X for this other choice? or more
than X? #prodmgmttalk -4:25 PM Oct 3rd, 2011

Brioneja @brainmates Yes, but how do you set the initial price if you do not know how much customers value your
offering? #prodmgmttalk -4:26 PM Oct 3rd, 2011

lmckeogh @Brioneja: @brainmates : pick a price and see what happens. Shoot high. Easier to go lower

Brioneja @Trillogy3 The catch 22 is that if you don't have an estimate of the value of your offering, you may set price
too low or high #prodmgmttalk -4:27 PM Oct 3rd, 2011

eghenson comparing new to existing gives you an initial basis for assessing value #prodmgmttalk -4:27 PM Oct 3rd,
2011

ErikaLAndersen value derived equated to goals met: hard goals (tasks, speed) measurable; soft (feeling smart, having
fun) not#prodmgmttalk -4:28 PM Oct 3rd, 2011

Trillogy3 A3: Measuring soft value - market research can be helpful in quantifying. #prodmgmttalk

brainmates @brioneja - Through customer discovery - segmentation, problem definition, solution design & testing

Brioneja @lmckeogh @brainmates Setting the price too high may doom your product launch #prodmgmttalk -4:28 PM
Oct 3rd, 2011

Brioneja @lmckeogh My favorite example is the Apple MacIntosh #prodmgmttalk -4:28 PM Oct 3rd, 2011

ErikaLAndersen RT @Brioneja: @lmckeogh @brainmates Setting the price too high may doom your product launch

Brioneja @lmckeogh Before Steve Jobs learned how to do Marketing, he made horrible decisions #prodmgmttalk -4:28
PM Oct 3rd, 2011

piplzchoice RT @Brioneja: @lmckeogh @brainmates Setting the price too high may doom your product launch

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saeedwkhan @Brioneja Price is usu. dynamic and iterative. Setting initial price is easy. Setting a good initial price is
hard. #prodmgmttalk -4:29 PM Oct 3rd, 2011

lmckeogh Doom is so fatalistic. There is always tomorrow. Adjust based on feedback. Working against gravity is
harder than with it.#prodmgmttalk -4:29 PM Oct 3rd, 2011

brainmates @Brioneja: @lmckeogh @brainmates Setting the price too low may mean that you'll leave $ on the table

eghenson Both @Brioneja @lmckeogh make good points. other market features need to be considered when defining
price#prodmgmttalk -4:29 PM Oct 3rd, 2011

Brioneja @lmckeogh If Apple had lowered the prices in the late 90's just a bit, we would all be typing on a macintosh
today#prodmgmttalk -4:29 PM Oct 3rd, 2011

brainmates RT @saeedwkhan: Price is usu. dynamic and iterative. Setting initial price is easy. Setting a good initial
price is hard.#prodmgmttalk -4:30 PM Oct 3rd, 2011

Brioneja @saeedwkhan Yes, that is the critical issue, understand value BEFORE setting the initial price

lmckeogh @Brioneja : But what would they have compromised in value? #prodmgmttalk -4:30 PM Oct 3rd, 2011

Brioneja @saeedwkhan Use tools like Kano or conjoint analysis before going to market #prodmgmttalk -4:30 PM Oct
3rd, 2011

eghenson Please consider the notion of using reasonable comparisons for setting initial pricing or test pricing

Brioneja @lmckeogh sorry, I meant late 80's before the launch of Windows 3.1 #prodmgmttalk -4:31 PM Oct 3rd, 2011

Brioneja @lmckeogh The fact is that Steve Jobs set the price higher than the perceived value of the UI and almost
killed the company #prodmgmttalk -4:31 PM Oct 3rd, 2011

lmckeogh @Brioneja : agree about using tools. Kano can help with value but not necessarily a price point from my
POV. #prodmgmttalk -4:32 PM Oct 3rd, 2011

eghenson anyhow I am new to this sort of forum and beg your indulgence if I am awkward - #prodmgmttalk -4:32 PM
Oct 3rd, 2011

eghenson people seem to be iterating on what is hard or errors made rather than practical ideas to
address #prodmgmttalk -4:32 PM Oct 3rd, 2011

brainmates Q4 What do you define value co-creation?#prodmgmttalk -4:32 PM Oct 3rd, 2011

Brioneja @eghenson All opinions welcome, keep the conversation coming #prodmgmttalk -4:32 PM Oct 3rd, 2011

Brioneja @lmckeogh I agree, you need conjoint for price point#prodmgmttalk -4:33 PM Oct 3rd, 2011

ProdMgmtTalk @eghenson You're doing great! We're all new to Socratic method discussion & inquiry via Twitter!

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lmckeogh @eghenson : by understanding the errors can be sure not to make same mistakes #prodmgmttalk -4:33 PM
Oct 3rd, 2011

piplzchoice Good point RT @eghenson people seem to be iterating on what is hard or errors made rather than
practical ideas to address #prodmgmttalk -4:33 PM Oct 3rd, 2011

ErikaLAndersen Can do for comparable tasks, what about soft values like fun, prestige? RT @eghenson: reas. comps
for initial pricing #prodmgmttalk -4:33 PM Oct 3rd, 2011

ProdMgmtTalk Resources of links attempting to define value co-creation http://pack.li/3u #prodmgmttalk

ErikaLAndersen Yes! More the merrier. Welcome! RT @eghenson: anyhow I am new to this sort of forum and beg
your indulgence if I am awkward - #prodmgmttalk -4:34 PM Oct 3rd, 2011

Brioneja @brainmates The subject of value co-creation is a more recent subset definition of value #prodmgmttalk -4:35
PM Oct 3rd, 2011

eghenson value-co creation - include customer as well as all internal stakeholders in product definition

ProdMgmtTalk Value co-creation bringing own resource for beneficial outcomes at point of consumption (value-in-use)
http://t.co/cTIAyHAu #prodmgmttalk -4:35 PM Oct 3rd, 2011

Brioneja @brainmates There are those that say it is about the customer experience #prodmgmttalk -4:35 PM Oct 3rd,
2011

lmckeogh [side note] In determine value one good reference is Dan Ariely's Predictable Irrational. Talks about how
mind plays tricks #prodmgmttalk -4:35 PM Oct 3rd, 2011

ProdMgmtTalk Welcome @evaneekelen Today’s questions:http://t.co/pRHkMxjA We're on Q4 #prodmgmttalk

Brioneja @brainmates but others say that it's about offerings that allow customers create individualized value
propositions during use #prodmgmttalk -4:37 PM Oct 3rd, 2011

eghenson Nice @ProdMgmtTalk I think your comment suggests that stakeholders have direct participation in
definition/ delivery #prodmgmttalk -4:37 PM Oct 3rd, 2011

ErikaLAndersen A4: consider tasks accomplished, speed, money saved AND visceral enjoyment, reflective
qualities #prodmgmttalk -4:37 PM Oct 3rd, 2011

Brioneja @eghenson There is a school of thought that says that value co-creation is more than joint product
development #prodmgmttalk -4:37 PM Oct 3rd, 2011

ErikaLAndersen Agree RT @Brioneja: @brainmates There are those that say it is about the customer experience

Brioneja @lmckeogh Do you have a link? #prodmgmttalk -4:38 PM Oct 3rd, 20

brainmates RT @Brioneja: @eghenson There is a school of thought that says that value co-creation is more than
joint product development #prodmgmttalk -4:38 PM Oct 3rd, 2011

_______________________________________________________________________________________________




aussiegoldy You measure value by how close it is to a win-win. Win for the product/company and win for the consumer

ProdMgmtTalk Welcome! @aussiegoldy Glad to see you!#prodmgmttalk -4:39 PM Oct 3rd, 2011

Brioneja @lmckeogh You can only adjust price if you have not irrevocably set a certain image of your product in the
customer's mind #prodmgmttalk -4:39 PM Oct 3rd, 2011

lmckeogh RT @Brioneja: @lmckeogh Do you have a link?http://t.co/uYI52Ns9 #prodmgmttalk -4:39 PM Oct 3rd, 2011

brainmates RT @aussiegoldy: You measure value by how close it is to a win-win. Win for the product/company and
win for the consumer #prodmgmttalk -4:39 PM Oct 3rd, 2011

ErikaLAndersen Co-creation: Who is the co? the end user, the paying customer? stakeholders? #prodmgmttalk -4:39
PM Oct 3rd, 2011

eghenson @Brionej yes, that value co-creation > than joint product development. I agree. In what ways, what else is
needed? #prodmgmttalk -4:39 PM Oct 3rd, 2011

ProdMgmtTalk RT @ErikaLAndersen: Co-creation: Who is the co? the end user, the paying customer? stakeholders?

aussiegoldy @ProdMgmtTalk I'm not really here, but turned on Twitter and saw a #prodmgmttalk tweet. Couldn't help
myself! -4:40 PM Oct 3rd, 2011

eghenson @ErikaLAndersen yes, all of the above in some appropriate way #prodmgmttalk -4:40 PM Oct 3rd, 2011

Brioneja @eghenson it is about different value creation during use due to the interactions of the customer with your
offering #prodmgmttalk -4:41 PM Oct 3rd, 2011

eghenson @ErikaLAndersen each stakeholder, customer, end user need to somehow be represented in product /
service dev process#prodmgmttalk -4:41 PM Oct 3rd, 2011

Brioneja @aussiegoldy We are not here either #prodmgmttalk -4:41 PM Oct 3rd, 2011

ProdMgmtTalk @aussiegoldy We're glad to be a valuable diversion!#prodmgmttalk -4:41 PM Oct 3rd, 2011

ErikaLAndersen RT @Brioneja: @aussiegoldy We are not here either #prodmgmttalk -4:41 PM Oct 3rd, 2011

eghenson @Brioneja LOL! #prodmgmttalk -4:42 PM Oct 3rd, 2011

brainmates Q5 What successful examples r u aware of where value co-creation has been used in the successful dev
of products and services? #prodmgmttalk -4:42 PM Oct 3rd, 2011

ProdMgmtTalk And there's no beer here either....! (too soon?) ((inside recurring joke)) :) #prodmgmttalk -4:42 PM Oct
3rd, 2011

lmckeogh @eghenson : are you trying to please too many constituents. Determine the Most Important Customer and
set expectations there #prodmgmttalk -4:42 PM Oct 3rd, 2011

Trillogy3 So would an ex. of co-creation be a donut and coffee together as opposed to one or the other?
#prodmgmttalk http://t.co/Qa9F1Ak2 -4:42 PM Oct 3rd, 2011

_______________________________________________________________________________________________




Brioneja @eghenson Yes, critical to involve all stakeholders #prodmgmttalk -4:43 PM Oct 3rd, 2011

ProdMgmtTalk @Trillogy3 That's a literal co- example - perhaps donut and coffee is more co-dependent than co-
creation..#prodmgmttalk -4:43 PM Oct 3rd, 2011

eghenson @lmckeogh I think this is a longer conversation. of course priorities need to be set. #prodmgmttalk -4:43 PM
Oct 3rd, 2011

ErikaLAndersen A5: I like Virgin Airlines; successful airline with focus on good experience to passengers

Brioneja @Trillogy3 Good example. Cooking and food are certainly areas where co-creation is a way of life

Trillogy3 Or beer and a pretzel :-) #prodmgmttalk http://t.co/Qa9F1Ak2 -4:44 PM Oct 3rd, 2011

lmckeogh Not critical, nice if you can RT @Brioneja: @eghensonYes, critical to involve all stakeholders

ProdMgmtTalk Indeed: RT @eghenson: @lmckeogh I think this is a longer conversation. of course priorities need to
be set .#prodmgmttalk -4:44 PM Oct 3rd, 2011

brainmates #Prodmgmt need to manage the constituents & determine most important reqs @lmckeogh: @eghenson

eghenson back-scratcher. it provides the functional capability. I get to direct it to the itch LOL #prodmgmttalk -4:45 PM
Oct 3rd, 2011

Brioneja @ErikaLAndersen What would you say characterizes Virgin Airlines' experience? #prodmgmttalk -4:45 PM
Oct 3rd, 2011

ErikaLAndersen "Beer!" RT @Trillogy3: Or beer and a pretzel :-)#prodmgmttalk http://t.co/hi3mjuzQ #prodmgmttalk -
4:45 PM Oct 3rd, 2011

Brioneja @eghenson Some people use back scratchers for other applications than the one it is intended for. Reaching
for example#prodmgmttalk -4:46 PM Oct 3rd, 2011

Brioneja @eghenson But the key is to design product that encourage a customer to explore different avenues of value
via customization #prodmgmttalk -4:47 PM Oct 3rd, 2011

Trillogy3 Virgin is a good example. Food/entertainment, great experience and travel #prodmgmttalk -4:47 PM Oct 3rd,
2011

eghenson @Brioneja RT so the value is extended beyond original intent. big win for consumer and likely also provider

eghenson @Brioneja is that a dogma or sometimes appropriate intent? #prodmgmttalk -4:48 PM Oct 3rd, 2011

brainmates Isn't it more than that? RT @Brioneja: @brainmatesThere are those that say it is about the customer
experience #prodmgmttalk -4:48 PM Oct 3rd, 2011

_______________________________________________________________________________________________




ProdMgmtTalk @brioneja says key is to design the product so each user will customize it according to their own
desires#prodmgmttalk http://t.co/ZnvqR9DT -4:48 PM Oct 3rd, 2011

Brioneja @eghenson what this would mean is that you did not just offer one product, but an infinite
number #prodmgmttalk -4:49 PM Oct 3rd, 2011

lmckeogh @Brioneja : a platform type of product that other functionality can be built upon it. E.g. including API's in
software #prodmgmttalk -4:49 PM Oct 3rd, 2011

Brioneja @brainmates It is about the offering being capable to offer different experiences based on customer
interactions #prodmgmttalk -4:49 PM Oct 3rd, 2011

Trillogy3 Virgin is customizeable! #prodmgmttalkhttp://t.co/Qa9F1Ak2 -4:49 PM Oct 3rd, 2011

ProdMgmtTalk RT @hienergyguy: so, clearly value is individual and companies need to determine individually

brainmates So its customised experience rather than customer experience @Brioneja #prodmgmttalk -4:50 PM Oct
3rd, 2011

ErikaLAndersen @Brioneja haven't flown VA for while, but they had comfy seats, fun attendants; focus on good
experience #prodmgmttalk -4:50 PM Oct 3rd, 2011

eghenson @Brioneja I believe I understand your meaning. I am intrigued by the notion that any 'product' can be
infinitely flexible #prodmgmttalk -4:50 PM Oct 3rd, 2011

lmckeogh From an airline example standpoint there is limited co-creation unless I can fly the plane #prodmgmttalk -
4:50 PM Oct 3rd, 2011

Brioneja @brainmates not just customized, it is about the offering being capable of being customized BY the
customer#prodmgmttalk -4:51 PM Oct 3rd, 2011

brainmates New product! RT @lmckeogh: From an airline example standpoint there is limited co-creation unless I can
fly the plane #prodmgmttalk -4:51 PM Oct 3rd, 2011

eghenson @brainmates I do like your definition. concrete and understandable #prodmgmttalk -4:51 PM Oct 3rd, 2011

Brioneja @eghenson The best example I was recently exposed to was iPad apps for alternative
communication #prodmgmttalk -4:51 PM Oct 3rd, 2011

Trillogy3 @lmckeogh - actually you can order off a menu for food or entertainment - very customizable. #prodmgmttalk

brainmates I am a simple lass :) RT @eghenson: @brainmates I do like your definition. concrete and understandable

ErikaLAndersen IDEO has created business furniture that can be easily moved around based on need

Brioneja @eghenson Individuals with limited communication abilities represent an infinite number of variations
#prodmgmttalk-4:52 PM Oct 3rd, 2011

_______________________________________________________________________________________________




Brioneja @eghenson These apps can be customized to match the exact level/need of the individual #prodmgmttalk -
4:52 PM Oct 3rd, 2011

lmckeogh @Trillogy3 : you are customizing and paying ala-cart. I am not adding any value unless I could make my
own omelet for others #prodmgmttalk -4:53 PM Oct 3rd, 2011

brainmates Q6 What advice would you have to a company that wants to get into value co-creation? #prodmgmttalk -
4:53 PM Oct 3rd, 2011

ErikaLAndersen So like deaf, dyslexic, blind, stammerers etc. RT@Brioneja: @eghenson limited communication
abilities #prodmgmttalk -4:53 PM Oct 3rd, 2011

eghenson @brainmates elegant and well spoken, not simple. To state something 'simply' ... #prodmgmttalk -4:53 PM
Oct 3rd, 2011

Brioneja @eghenson Thus the same product looks very different in the hands of one user vs. another #prodmgmttalk -
4:53 PM Oct 3rd, 2011

eghenson @brainmates elegant and well spoken, not simple. To state something 'simply' ... #prodmgmttalk -4:53 PM
Oct 3rd, 2011

Brioneja @eghenson Thus the same product looks very different in the hands of one user vs. another #prodmgmttalk -
4:53 PM Oct 3rd, 2011

brainmates Shucks Thanks! RT @eghenson: @brainmates elegant and well spoken, not simple. To state something
simply ...#prodmgmttalk -4:54 PM Oct 3rd, 2011

Brioneja @ErikaLAndersen Augmented and alternative communication is a specific field that deals with individuals with
limited ..... #prodmgmttalk -4:54 PM Oct 3rd, 2011

Brioneja @ErikaLAndersen .. ability to speak and even type #prodmgmttalk -4:54 PM Oct 3rd, 2011

lmckeogh A6: Should think about and plan for extensions at inception if you want it to take on a life of its own

lmckeogh A6: Create that Kano map and use it to fill out the roadmap #prodmgmttalk -4:55 PM Oct 3rd, 2011

eghenson @lmckeogh yes, but beware planning paralysis. ;-) #prodmgmttalk -4:55 PM Oct 3rd, 2011

Brioneja @ErikaLAndersen The best example is Stephen Hawking #prodmgmttalk -4:56 PM Oct 3rd, 2011

eghenson @Brioneja thanks for great examples and opening up my thinking #prodmgmttalk -4:56 PM Oct 3rd, 2011

ErikaLAndersen Value co-creation means the product is platform that is jumping off point for infinite
uses #prodmgmttalk -4:56 PM Oct 3rd, 2011

VFigatelix Sorry I missed most of the chat! Happy to read the transcripts later! #prodmgmttalk -4:56 PM Oct 3rd, 2011

ProdMgmtTalk Yes! "Customization by design" include at inception of product RT @lmckeogh: A6: Should think about
& plan for extensions #prodmgmttalk -4:56 PM Oct 3rd, 2011

Brioneja @ErikaLAndersen That is a good way to look at it. #prodmgmttalk -4:56 PM Oct 3rd, 2011

_______________________________________________________________________________________________




Brioneja @eghenson Thanks for the great conversation! #prodmgmttalk -4:57 PM Oct 3rd, 2011

lmckeogh @eghenson : yes, hard to know where users will take the product, but don't create a brittle architecture.
Make it flexible #prodmgmttalk -4:57 PM Oct 3rd, 2011

brainmates RT @lmckeogh: hard to know where users will take the product, but dont create a brittle architecture. Make
it flexible#prodmgmttalk -4:57 PM Oct 3rd, 2011

Brioneja @lmckeogh Yes, the design of the product should incorporate customization from the early stages

ProdMgmtTalk Welcome! No worries: unedited transcript will be here http://t.co/W8s6i8Ap RT @VFigatelix: Sorry I
missed most of the chat! #prodmgmttalk -4:58 PM Oct 3rd, 2011

Brioneja @Trillogy3 I have never flown Virgin. What do you mean?#prodmgmttalk -4:58 PM Oct 3rd, 2011

eghenson @lmckeogh great! flexible architecture as requirement for customizable products and as foundation for co-
creation #prodmgmttalk -4:58 PM Oct 3rd, 2011

brainmates RT @Brioneja: @lmckeogh Yes, the design of the product should incorporate customization from the early
stages #prodmgmttalk -4:58 PM Oct 3rd, 2011

Brioneja RT @eghenson @lmckeogh great! flexible architecture as requirement for customizable products and as
foundation for co-creation #prodmgmttalk -4:58 PM Oct 3rd, 2011

ProdMgmtTalk @brioneja says "Diff betw customizing prod before ship & product being customizable by
customer" #prodmgmttalk -4:59 PM Oct 3rd, 2011

Brioneja @VFigatelix Sorry you could not join us earlier.#prodmgmttalk -4:59 PM Oct 3rd, 2011

ProdMgmtTalk Thank you @brioneja for speaking today! Everyone's participation appreciated! #prodmgmttalk -5:00
PM Oct 3rd, 2011

lmckeogh I've gotta run, thanks for a great session Jose et. al.#prodmgmttalk -5:00 PM Oct 3rd, 2011

brainmates Time has flown by so quickly today. Thank you to @brioneja for an exceptional talk #prodmgmttalk -5:00
PM Oct 3rd, 2011

eghenson thanks. I found this to be of value. #prodmgmttalk -5:00 PM Oct 3rd, 2011

ErikaLAndersen Thanks all! #prodmgmttalk -5:01 PM Oct 3rd, 2011

ProdMgmtTalk Today's unedited transcript of tweets: http://t.co/W8s6i8Ap #prodmgmttalk -5:01 PM Oct 3rd, 2011

Brioneja @ProdMgmtTalk Thanks for the chance to co-host this discussion and thanks to everyone for participating

brainmates Come again! RT @eghenson: thanks. I found this to be of value. #prodmgmttalk -5:01 PM Oct 3rd, 2011

ProdMgmtTalk Next week is a holiday - but we have @saeedwkhanscheduled to speak...watch for updates

_______________________________________________________________________________________________




VFigatelix @Brioneja Thanks so much for the insights - More infor Here http://t.co/usz1WDUj #prodmgmttalk -5:01 PM
Oct 3rd, 2011

ProdMgmtTalk Please blog about your insights to today's talk to be reposted at http://t.co/89nt0ATG #prodmgmttalk -
5:02 PM Oct 3rd, 2011

ProdMgmtTalk Global Product Management Talk Speaker Schedule http://t.co/RrgV9wRq #prodmgmttalk -5:02 PM
Oct 3rd, 2011

Brioneja This is a presentation I put together on Value Co-Creation if interested http://t.co/aV1UFn53 #prodmgmttalk -
5:02 PM Oct 3rd, 2011

brainmates RT @Brioneja: This is a presentation I put together on Value Co-Creation if interested
http://t.co/2vf0vXQM #prodmgmttalk -5:02 PM Oct 3rd, 2011

product_guy Thanks @brioneja @brainmates @cindyfsolomon#prodmgmttalk Great session. Good food for further
study ! #prodmgmttalk -5:02 PM Oct 3rd, 2011

ProdMgmtTalk Like us on facebook http://t.co/qVF86JIc #prodmgmttalk -5:02 PM Oct 3rd, 2011

ProdMgmtTalk Follow us on LinkedIn http://t.co/78wulBDs Join LinkedIn group http://t.co/2SwZRb9y #prodmgmttalk -
5:02 PM Oct 3rd, 2011

ProdMgmtTalk Resources from today's talk: http://pack.li/3u #prodmgmttalk -5:03 PM Oct 3rd, 2011

ProdMgmtTalk Global Product Management Talk Speaker Schedule http://t.co/RrgV9wRq Subscribe to our newsletter
http://t.co/3bSifQnj #prodmgmttalk -5:04 PM Oct 3rd, 2011

Brioneja @product_guy Thanks for participating! #prodmgmttalk -5:04 PM Oct 3rd, 2011

ProdMgmtTalk You're welcome to come here for continued talking during the week #prodmgmttalk

Brioneja @ProdMgmtTalk I have to get going. Thanks for a great discussion! #prodmgmttalk -5:06 PM Oct 3rd, 2011

ProdMgmtTalk Thank you so much Jose Briones! @brioneja Everyone's contribution valuable. Lots of people in
chatroom! #prodmgmttalk http://t.co/ZnvqR9DT -5:07 PM Oct 3rd, 2011

ProdMgmtTalk And thank you to our co-host Adrienne @brainmatesand our Aussie friends! As well as Canada,
Venezuela..#prodmgmttalk http://t.co/ZnvqR9DT -5:08 PM Oct 3rd, 2011

ProdMgmtTalk Contribute to the Global Product Management Talk blog http://t.co/yNqC2Ksu #prodmgmttalk

ProdMgmtTalk Next week: Essential Knowledge and Skills for Product Management Success w/Saeed Khan
@saeedwkhan #prodmgmttalk http://t.co/ZnvqR9DT -5:10 PM Oct 3rd, 2011

VFigatelix Join us next week Essential Knowledge and Skills for Product Management Success w/Saeed Khan
@saeedwkhan #prodmgmttalk http://t.co/PL6HXAkp -5:12 PM Oct 3rd, 2011

ProdMgmtTalk Thank you everyone! Today's stats: 320 tweets generated 449,319 impressions, reaching an audience
of 18,142 followers #prodmgmttalk -5:12 PM Oct 3rd, 2011

_______________________________________________________________________________________________




VFigatelix RT @ProdMgmtTalk: Thank you everyone! Today's stats: 320 tweets generated 449,319 impressions,
reaching an audience of 18,142 followers #prodmgmttalk -5:13 PM Oct 3rd, 2011

ProdMgmtTalk Speaker Schedule is packed through Feb, 2012! http://t.co/xJ9kLkSb #prodmgmttalk -5:15 PM Oct 3rd,
2011

ProdMgmtTalk Bravo! @brioneja @cindyfsolomon @brainmates@lmckeogh @piplzchoice @erikalandersen
@aussiegoldy @eghenson @jjriquelmem #prodmgmttalk -5:25 PM Oct 3rd, 2011

ProdMgmtTalk RT @product_guy: Thanks @brioneja @brainmates@cindyfsolomon #prodmgmttalk Great session.
Good food for further study! #prodmgmttalk -5:28 PM Oct 3rd, 2011

ProdMgmtTalk Value! @trillogy3 @jjriquelmem @joshua_d@saeedwkhan @thebuddygroup @hakankilic @VFigatelix
@product_guy @eghenson @Trillogy3 #prodmgmttalk -5:29 PM Oct 3rd, 2011

ProdMgmtTalk Applause! @agilebench @marybnolan @hienergyguy @aussiegoldy @evaneekelen
@Ycnt_ibdonlyjen @JJRiquelmeM @HakanKilic @eghenson #prodmgmttalk -5:33 PM Oct 3rd, 2011

Visit our website blog http://bit.ly/eOFmB6 for more information about weekly speakers, talk focus, & resources :
http://www.prodmgmttalk.com

_______________________________________________________________________________________________



Oct. 3, 2011: Product Management and Value Co-Creation w/Jose Briones, PhD.

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