AGILE CAN’T DEFINE THE RIGHT PROBLEM TO SOLVE

During the last 5 years, Genentech has embraced agile methodology. However, agile is a delivery methodology to implement ideas at scale, however, it lacks in tools to create new value. Design thinking is an insight-centric methodology used to discover unmet needs and continuously improve ideas. Both involve cultural change.

THE FOCUS NEEDS TO BE ON CUSTOMER-CENTRICITY, NOT SPEED

Time is the currency at Genentech. While there’s a genuine desire to be customer-centric, the time and effort it takes to recruit and co-create is often seen as a barrier, as opposed to an enabler.

CO-CREATION IS MORE THAN VALIDATION

Genentech creates problem statements on behalf of their customers and patients that are often grounded in GNE’s needs, not their users. Customer-centricity focuses on listening and understanding. Listening requires setting aside preconceptions and judgments: it is an exercise in humility. When patients or providers are called upon to provide feedback, it tends to be for validation or adjustment. It isn’t done in a way that tests the essential value proposition.

WEIGHING THE OPPORTUNITY COST

There is currently no mechanism to weigh if a project is worth pursuing aside from the time the project will take and intuition. Time may be better spent on more meaningful projects, but there’s no existing tool or process for recognizing that.

I PARTICIPATE TO HELP THE NEXT GENERATION

Participants in interviews want to be able to contribute to the greater good. This is especially true with patients, who want to help future generations who have their conditions.

I NEVER KNOW MY IMPACT

Participants only know if their input matters in an interview when the facilitators provide verbal or facial cues. Unless the product or service makes it to market, participants are never told how their interview has contributed to or impacted the project. Participants are blind to what will be discussed. They want to know they are helpful and are contributing to the conversation.

IT’S HARD TO BE CREATIVE IN A BEIGE SPACE

Most interviews take place in a plain conference room. Many times, this is done to ensure the space does not influence the participants feelings on the topics being discussed.

PERSONAL DISCUSSIONS DIFFER FROM CLINICAL DISCUSSIONS

Patients are participating to share their personal experiences. These intimate discussions should take place in a setting that feels reflective of the discussion. Providers are participating for their expertise. Given the clinical nature, they feel more comfortable talking about the topics in a professional setting or simulated environment.