01-Course Bot-Can't Wait

01-Course Bot-Unsure

01-CEO-Psyched

01-CEO-Overwhelmed

01-Business Analyst-Pressed for Time

01-Business Analyst-Unsure

01-IT Head-Not sure of team

01-IT Head-With me?

01-IT Head-Table this

02-CEO-Clarify

02-CEO-Intersect with Agile

03-Exec Asst-Not Market

03-Exec Asst-Lead us

03-Head of Strategy-Clarify

03-Head of Strategy-More proactive

Feedback Survey - Accept

Feedback Survey - Reject

What's up? I hope we don't have to postpone these, because the CEO is on our tails!

Hmm. Let me discuss with the team. Not sure this is really our target market at all. Could just be a waste of time.

Sure. While a professional advisor is likely not our target market for this app, this person might be able to lead us to viable interview subjects. 

FGB-Jacky Deville Conclusion video-cc.mp4

Yes, please do...LOL I don't think we have a choice if it's what the boss wants!

Fine. Fine. Just not sure it will really help us in the long run, but whatevs.

Thanks so much! Just let me know when it's on the calendar. 

OK, though please do follow up with that day trader, even if it means a later interview. Thanks!

Scripts-FGB-e5.pdf

Thanks so much. Will give it some thought.

Thanks, but frankly, I want to trust what we've gleaned from our one-to-ones with customers rather than trying to slot them into a "type." 

I don't know that we have time for that now with four customers to interview—and fast!

I think our CEO feels, and I agree, that interviewing allows us to get deeper, more emotional insights that can be used to create and test campaign-changing hypotheses.

Hmm. I wonder why the CEO didn't direct us to you for these survey results. It might be worthwhile to look at these in tandem with the customer interview feedback. Let me give it a think! Thanks!

I hope you have coffee! I'm feeling a bit sleepy and need a jolt of Joe!

Kombucha on tap sounds great. Do you have ginger/lemon-flavored? 

Just some seltzer please, or...wait, no, I'd like a diet Coke! Thanks!

FGB-Jacky DeVille Intro Video-cc

Scripts-FGB-e1.pdf

So, you'd like to draw on First Global's back-end resources in a more proactive way? Hmm. I'm just not sure if that's the direction we should be going in now.

Welcome to First Global!  I've definitely heard a lot of great things about you, and will keep everything you said in mind.

Thanks! So glad you're here right in time for our big effort on this social stock trading product. Yes, we're aware of all the APIs out there, and I, for one, am factoring in all the customer information we've gleaned. 

Write a detailed business plan that includes defining customer needs, describing a product or service and estimating the potential revenues

Get a team to design a product that will delight our customers, in total secrecy

Reach out to some possible target customer personas and try to relate to the problems they are facing, then test possible solutions

I’m with you. Anyone can build a front-end that provides a friendly customer interface, so our time might be better spent looking at the data our customers are already giving us.

No offense to you or, as you say, our fearless leader, but I think we’re getting our priorities wrong if we put end-game competitive advantage before customer centricity.

Some functional need and an emotional or social need

Some functional, emotional and social need 

Test critical assumptions with customers.

Validate findings gleaned from data analysis with real-life customers.

Determine which aspect of the job-to-be done is most important to your customer: functional, social or emotional.

This is all true, but I have to say that until we know our customers’ emotional, social, and functional jobs-to-be-done, there’s no point focusing on back-end technology. 

Thanks so much. I'll think about this, but I don't want to move in two different directions right now. I want to focus on the customers who are coming in!

Allocate the various responsibilities and learn as we go along

Hire experts in their individual fields as early as possible

Leverage internal corporate expertise and heed their advice

Make trades vetted by First Global's investment experts.

Feel good about getting vetted trading tips for free.

Be seen as a savvy investor by one's trading peers.

Customer Canvas.pdf

Build a flawless product or service offering that has been fully tested and vetted internally

Get into a design bunker and only come out once we feel completely ready

Launch a version of the product or service you are ashamed of but that could validate some market hypothesis

Yes, Oliver, this does concern me. We really do need to ensure we have the QA mechanisms in place to prevent something like this from happening and ensure our users feel secure using this new app. 

Let’s hold off a bit, Oliver. We are deep into customer interview prep, and I’m not sure the rest of the team is as concerned about back-end security issues as I am.

Thanks, Oliver. I know this is a big concern, but our team can’t get caught up in these back-end issues now. The emphasis is on digging deep into what the customer wants, so I think we can table security issues for later.

Not really ready, but I am really psyched!

Might be tricky to do this now with our mandate from the CEO to prep for customer interviews. But will get to it!

It's true that it's a fast moving market, so being on top of the most recent trends will be very important. Will get moving on it!

I think getting into some latest news and reports will be key to figuring out this great opportunity.

That sounds good. I can hear you out and bring relevant info into our team interviews with customers. Sure, let's do it. Thanks, Oliver.

Thanks Oliver. I'm not sure it's right to have a meeting outside the team, but I'll certainly bring your points to them and hammer them home! 

OK. Thanks for the guidance. Knowing about recent trends will be extremely helpful.

We should obviously take the trends into account, but we should also form our own view.

Warning received! We’ll be in touch, Oliver. 	

Rest assured we're all very aware of what happened at Yahoo, but, again, I just have to table the security discussion in favor of really honing in on customer needs now!

Thanks Diz! I am starving. But boxed lunches? I thought the grub at First Global would be a step up!

I'm a pescatarian...Oh, and I'm also highly allergic to strawberries, pecans, peanuts and really prefer non GMO veggies. Hope that's OK!

Probably not politically correct to say this, but I could really use a burger. Anyway, whatever comes in that box, I'll eat it. Very hungry!

Welcome to the First Global Bank.pdf

Hi, Sarah. We are extremely pressed for time. Any particular insights to keep front and center? 

Thank you, but I’m not sure that basing our efforts to understand on trends is the best way to go.

Thanks, but I've always been wary of thinking of features first.

I hear you. I just like to come into a project fresh, without a lot of preconceptions. I know the analysis is there if I need. Much appreciated. Thanks!!

Thanks! I agree that we should base our work on what else is happening around us.  I'll start searching! 

The First Global Bank LiveCase simulation gives students a rich first-hand experience in digital disruption, complete with the traps and tradeoffs that characterize innovation in the corporate setting.

First Global Bank | Innovator's Method

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S1 Problem