The next step is to document specific unmet customer needs and identify the key friction points your future customers are currently experiencing.
"Following the path from start to your desired outcome can help you identify details and priorities that might otherwise be dealt with at too high a level or skipped over entirely," he said.
Rossman warned that crafting strong customer personas and journeys is hard work, and you may need to start over several times to get it right.
"The biggest mistake you can make on these is to build them for show rather than for work," he said. "Don't worry about the beauty of these deliverables until things are getting baked (if at all). Do worry about getting at insights, talking to customers and validating your findings with others who can bring insights and challenges to your work."
Evaluation framework and scoring
Design ways to assess the success of your work.
"This includes understanding a project's feasibility and transition points and how it will tie into other corporate strategies at your company," Rossman said. "Sometimes, especially if your organization is new to the field of connected devices, the success of your project should be measured in terms of what you can learn from the project rather than whether or not it can be classically considered a success."
You might undertake some early IoT initiatives purely to gain experience, with no expected ROI, he said
Once you have all these analyses under your belt, you need share what you've learned with the rest of your team. Rossman said he's had the most success articulating these learnings by building a flywheel model of business systems and by developing a business model.
Part 2. Build your IoT roadmap
Once you've explained your big idea and why your organization should pursue it, you need an IoT roadmap that helps you plan and communicate to others what the journey will be like, what is being built and how it will work.
"In creating your roadmap, embrace on of Amazon's favorite strategies— think big, but bet small," Rossman said.
In other words, you need a big vision, but you don't want to "bet big." Make small bets to test your thinking. This can involve creating a prototype, a minimally viable product or jointly developing a project with existing customers and partners.
Rossman suggests four methods that can help you articulate your roadmap:
• The future press release
Develop a simple but specific product announcement. This forces you to
clarify your vision.
• A FAQ for your IoT plan
Forecast some of the questions you're likely to get about your product and
create a frequently asked questions (FAQ) document to answer them.