9. Achieving Failure
= Successfully executing a bad plan
On budget, on time, well designed?
“There is nothing so useless as doing
efficiently what should not be done at all.”
Peter Drucker (1909-2005)
19. Learn if your assumption is true
of false
True: move on to the next
riskiest assumption
False: review your hypotheses
Select the riskiest assumption
Build an experience or
MVP to test this
assumption on the market.
Measure customer behaviours
during that experience
27. A startup is a temporary
organization formed to search for a
repeatable and scalable business
model
Steve Blank
28. Turn your hypotheses into facts
Based on the outcome, pivot or
persevere. Go back to step 1.
Identify the riskiest assumption from
your business model.
Design and run an experiment that can
prove the hypothesis true or false.
1
2
3
36. Question:
“I like the idea of having one
portable device to fulfill all my
needs”
Sources: http://universalmccann.bitecp.com/um_report_pttp_lr3.pdf
http://www.gsb.stanford.edu/news/headlines/itamar-simonson-emanuel-rosen-how-digital-age-rewriting-rule-
book-consumer-behavior
Market study: No need for iPhones in 2007
Conclusions:
“Users not motivated to replace
their digital cameras, cellphones
and MP3 players with one
device that did everything.”
“No need for a convergent
product in the U.S., Germany
and Japan”
37. It’s really hard to design products by
focus groups.
A lot of times, people don’t know what
they want until you show it to them.
Steve Jobs
38. If I had asked people what they wanted,
they would have said faster horses
Henry Ford
40. How to understand the customer need?
Observation
witness the customer experiencing the problem
methods: day in the life, shadowing, video journal, fly in the
wall
Interviews
listen the customer talk about the problem, ask questions
this is called Problem Interview
Immersion
50. Do you get headaches frequently
if so how often?
Do you get headaches occasionally
if so how often?
Source: John Hayes, Interpersonal Skills at work. Routledge 2002 referencing Loftus, 1975
2.2 / week
0.7 / week
51. What you can discover
Bigger problems the customer has
Alternative solutions
Cost of the problem
How customer looks for solution
Root causes of the problem
Key insights to design a solution
Pain level...
52. has the problem
aware of having the problem
looking for a solution
hacked a solution
pay for a solution
Pain level…
Early adopter?
53. 1. What do you do when you have this problem?
1. What else did you try?
2. Tell me the last time you had this problem...
3. How much would you pay for this?
4. Why did you do this?
5. Does it happen to you often?
6. How much does it cost you?
61. Tangible proof of commitment
Money - pre-order
Check - to cash later
A signed agreement - with blood?
Invitation to another meeting - location?
An email, phone number, access to friends list
Access to their sensitive data
Something that is valuable...your ideas...
62. 1. I love it, it’s amazing.
2. That’s great. Please let me know when it’s
ready.
3. I will surely buy this!
4. When it’s ready, I will tell my friends.
5. This sucks!
6. Amazingly awesome!
7. I love it. Here is my money...