How to Give Your Boss the “So What” in Only 5 Minutes Following a Major Tech Announcement (w/ a Template)
Here we go again. On September 7, Apple is expected to make unveil new hardware at their on-stage event in California.
If you’re like me, these events can be an exciting opportunity to see how hardware and software is evolving, as well as where trends are shifting.
I often find myself taking a couple minutes to summarize to my leadership after an event, giving them the key points my team is excited about and underscoring the impacts the announcements will (or won’t) have on our products.
The summary is simple and easily forward-able. I don’t create a deck or get too in the weeds. I want to get them thinking of the future while reassuring them that we’re working on minimizing disruption while maximizing opportunity.
Here’s my 5-minute rundown:
What Happened
Start by summarizing the event in plain English. While you may love the tech specs, the actual detail rarely matters as much as he headline. This part of your story should be no more than 1–2 sentences, and just serves to set the stage for why you’re sharing the important info to come.
What it Means
This is not specific to you or your business (yet), it serves as a macro overview. Your goal is to sound like a technology reporter in this section, giving an objective summary of what the key changes mean for the industries around the products.
Ask yourself questions on a few topics:
Trends:
Are there ways the announcement could accelerate trends closer to today?
Have any important trends been validated? Apple releasing something mass market might be an example of a trend growing in scope.
Is there an indication of a change in direction? A new trend can leapfrog an old one, making it no longer important.
Users:
Did the announcement create an opportunity for more users? A change in price point or function may open the door for more adoption.
Is there functionality that users have been asking for? It’s possible that existing devices haven’t been fully taken advantage of and this is the “other shoe to drop” and launch it like a rocket.
How has the public responded? Are you seeing blogs filled with laughter or praise?
Development:
Are there indications that new software could be developed that couldn’t before? A watch with a larger screen may indicate a more full-function apps on wearables.
Have there been limitations (real or perceived) that blocked developers from trying new things?
Did they announce with “logo soup” (the screen of partners already committing to use the new technology)? If so, do you see iterative change in functionality, or something more exponential?
What it Means for Us
This is where you become the expert.
Give some thought on how the macro overview will affect your business specifically. Are there immediate opportunities for you to take advantage of? Could you see new products your team can build on the horizon?
If you don’t see any of that, what about adjacent industries, customers, users, or your own team. Remember, sometimes the customer that’s most impacted is your own employees.
Finally, ensure that you’re thinking through the If-Then…Then-Then-Then scenarios that will show you’re plotting for the future.
For example, front-facing cameras, better battery life, 4G LTE networks, and improved processing all had to precede the ability to make a TikTok and upload it from a concert. None of us saw TikTok coming in 2012 when the first 4G iPhone was released, but we should look at what doors were opened by the unveiling to better predict the future.
When It’ll Impact Us
Your boss needs to know some key projections if they’re going to do anything with your summary. They know you don’t have a crystal ball, so be clear as to what is set in stone, and what is a best guess.
Remember that if you predicted 4G-esque impacts like I mentioned above, you’ll want to explain your reasoning on what pieces of the puzzle need to come together for it to happen.
Last, it’s ok to use words like “chaotic” and “unfavorable” when you need to describe a market. By being descriptive, it’ll be easier for your leadership to get the full picture.
Sample Template
Let’s put it together with a sample you can use for your own team.
Imagine it’s an hour after the Apple Event scheduled to take place next week. Since I have no idea what will be announced, I’m going to choose a couple of rumors and write this as if they came true. Let’s say they announce an Apple Watch Pro, allude to the new VR headset (without announcing it), and share an incremental phone refresh.
You’ll notice I weave the sections above together to create a succinct message that gives clear direction. In this example, I’ll play the role of product owner at a Fitness Tech company.
Hey Boss -
Apple held their “Far Out” event today and release some new hardware. A couple of the items are pretty typical device refreshes, but we also saw some new tech that’s going to impact us. Summarizing below:
The headline was Apple’s announcement of a Watch Pro model, with a much larger screen (2" compared to 1.5" before), a frame and bezel that has significantly increased durability, and a battery that promises 72 hours of life.
They teased the VR headset we’ve all been waiting for too, but no formal announcement yet. We don’t even know what it might look like. It feels like we’re getting closer, but tech websites are reporting supply chain delays. It looks like early 2023 is the soonest we would see a headset.
We also saw a standard refresh of the iPhone. Incremental improvements here, but nothing major to note.
The team is going to take a look at the backlog and see what needs to reprioritize given the watch announcement. A bigger screen means we have the ability o display information we couldn’t before, and it’s possible that we might even have better usability for user inputs. It might be the first time people really can “leave their phone at home” and just go climbing with their watch. We need to dust off ideas we’ve explored before but axed because of the prior model’s limitations.
The increased durability and battery life supports this idea that the Pro is for “leaving your phone at home”. I’m not sure what the storage is like on the device yet, but if our users have an interest in taking multi-day hikes, we’ll need to explore how we get offline maps onto the device. There may be some other functionality users would like to see there too.
For the headset, we’re still making progress on our own exploration into VR. The team isn’t seeing a lot of potential for adoption from a “traditional workout” perspective (running, biking), but if Apple Fitness is following Meta’s lead, it’s possible they make some really unique alternative workout games. How we get into the space in a meaningful way is still being explored, but I think we have some existing content that will let us test and learn with users. We also think we could add some content to let users plan and explore their climbs ahead of time. the capability might make more apt to push themselves by planning their climbing strategy for a new location, make them safer, and ultimately increase adoption.
If Apple releases the headset next year, we’re probably 2–5 years from mass market adoption (sooner if the price point is low or the app store is compelling). The Metaverse as a whole is still a pretty chaotic space without a clear leaders. We’ve been chatting with our contacts throughout the industry and they‘ve helped us better understand their roadmaps. We have a good head start, and will share some more concepts before the end of the month.
More to come from the team, let us know if you have any questions.
Thanks!
