2. Not enough time?
Not enough money?

3. Don’t work hard to
mask your inefficiency.

4. Do less.

5. Grow with efficiency.

6. 3 ways to
Do Less.
Limiting work-in-progress.
Letting go.
Being picky about your
first customers.

7. Limit your work in progress.

8. WIP yourself.

9. Sex positions.

10. Tenacity
Good for vision,
inventing and improving.
Bad for getting stuck on
specifics that don’t work.

12. Option Cards
What areas of your
business have unknowns or
risks? Take 3 minutes to
write as many as you can.

13. Option Cards
Pick one that stands out.
Take 3 minutes to think of
as many alternatives or
different things to try.
Think outside of the box!

14. Early traction.

15. Earlyvangelists
Have the problem
Know they have the problem!
Have budget to solve it.
Have looked for a solution.
Have tried to build a solution.

16. Is this conversation useful?

17. Choose your
customer.

18. Vague customer definitions.
Multiple customer
definitions.

19. Lack of direction.

20. Product Market

21. Specific definitions
allow for validation or invalidation.
And that speeds progress.

22. Bigger markets -
one step at a time
Looking for your next zero.

23. Markets - where is the liquidy now?

24. Take a look at the
customers’ world
Looking at different aspects of
their lives, we’ll examine our
own beliefs about them, who
they are – and if they really
exist, how to frame our value in
their context.

25. Positioning
Its not usually against the
competition...
... it’s against obsurity.

26. Find early adopters.
Find specific customers.
Be more compelling to them.
Know where to find them
quickly, and point out scalable
channels to reach them.
Zoom in!

27. How deep do you go?
Until you have short, understandable
customer segments, identifyable as real types
of people (not attributes)
Until you can define your customers in a way
where it’s clear where to find them.
Until you have a customer segment that is
specific enough that you can walk away from
they invalidate your idea.

28. Product Market

29. Action Customer

30. Jobs-to-
be-done
Obstacles
Goals &
gains
Current
Solution

31. Drill-down questions
Jobs-to-
be-done
Obstacles
Goals &
gains
Current
Solution

32. Drill-down questions
Jobs-to-
be-done What’s the root cause?
Obstacles
Goals &
gains
Current
Solution

33. Drill-down questions
Jobs-to-
be-done What’s the root cause?
Why is this the case? What bigger job, problem or gain does
this fit into?
Obstacles
Goals &
gains
Current
Solution

34. Drill-down questions
Jobs-to-
be-done What’s the root cause?
Why is this the case? What bigger job, problem or gain does
this fit into?
Obstacles Can this be split up into different types?
Goals &
gains
Current
Solution

35. Drill-down questions
Jobs-to-
be-done What’s the root cause?
Why is this the case? What bigger job, problem or gain does
this fit into?
Obstacles Can this be split up into different types?
Are there different types of this job, or different types of this
pain-point?
Goals &
gains
Current
Solution

36. Drill-down questions
Jobs-to-
be-done What’s the root cause?
Why is this the case? What bigger job, problem or gain does
this fit into?
Obstacles Can this be split up into different types?
Are there different types of this job, or different types of this
pain-point?
Goals &
Does this relationship exist every time?
gains
Current
Solution

37. Drill-down questions
Jobs-to-
be-done What’s the root cause?
Why is this the case? What bigger job, problem or gain does
this fit into?
Obstacles Can this be split up into different types?
Are there different types of this job, or different types of this
pain-point?
Goals &
Does this relationship exist every time?
gains eg. Does everyone who chooses this solution have the same
obstacles?
Current
Solution

38. Drill-down questions
Jobs-to-
be-done What’s the root cause?
Why is this the case? What bigger job, problem or gain does
this fit into?
Obstacles Can this be split up into different types?
Are there different types of this job, or different types of this
pain-point?
Goals &
Does this relationship exist every time?
gains eg. Does everyone who chooses this solution have the same
obstacles?
Current Are there particular customers that match
these new groups?
Solution

39. Drill-down questions
Jobs-to-
be-done What’s the root cause?
Why is this the case? What bigger job, problem or gain does
this fit into?
Obstacles Can this be split up into different types?
Are there different types of this job, or different types of this
pain-point?
Goals &
Does this relationship exist every time?
gains eg. Does everyone who chooses this solution have the same
obstacles?
Current Are there particular customers that match
these new groups?
Solution Can you define that customer segment in one word? Are they
“a thing?” Are they easily findable?

41. Jobs-to-
be-done
Obstacles
Goals &
gains
Current
Solution

42. Drill-down questions
Jobs-to-
be-done
Obstacles
Goals &
gains
Current
Solution

43. Drill-down questions
Jobs-to-
be-done What’s the root cause?
Obstacles
Goals &
gains
Current
Solution

44. Drill-down questions
Jobs-to-
be-done What’s the root cause?
Why is this the case? What bigger job, problem or gain does
this fit into?
Obstacles
Goals &
gains
Current
Solution

45. Drill-down questions
Jobs-to-
be-done What’s the root cause?
Why is this the case? What bigger job, problem or gain does
this fit into?
Obstacles Can this be split up into different types?
Goals &
gains
Current
Solution

46. Drill-down questions
Jobs-to-
be-done What’s the root cause?
Why is this the case? What bigger job, problem or gain does
this fit into?
Obstacles Can this be split up into different types?
Are there different types of this job, or different types of this
pain-point?
Goals &
gains
Current
Solution

47. Drill-down questions
Jobs-to-
be-done What’s the root cause?
Why is this the case? What bigger job, problem or gain does
this fit into?
Obstacles Can this be split up into different types?
Are there different types of this job, or different types of this
pain-point?
Goals &
Does this relationship exist every time?
gains
Current
Solution

48. Drill-down questions
Jobs-to-
be-done What’s the root cause?
Why is this the case? What bigger job, problem or gain does
this fit into?
Obstacles Can this be split up into different types?
Are there different types of this job, or different types of this
pain-point?
Goals &
Does this relationship exist every time?
gains eg. Does everyone who chooses this solution have the same
obstacles?
Current
Solution

49. Drill-down questions
Jobs-to-
be-done What’s the root cause?
Why is this the case? What bigger job, problem or gain does
this fit into?
Obstacles Can this be split up into different types?
Are there different types of this job, or different types of this
pain-point?
Goals &
Does this relationship exist every time?
gains eg. Does everyone who chooses this solution have the same
obstacles?
Current Are there particular customers that match
these new groups?
Solution

50. Drill-down questions
Jobs-to-
be-done What’s the root cause?
Why is this the case? What bigger job, problem or gain does
this fit into?
Obstacles Can this be split up into different types?
Are there different types of this job, or different types of this
pain-point?
Goals &
Does this relationship exist every time?
gains eg. Does everyone who chooses this solution have the same
obstacles?
Current Are there particular customers that match
these new groups?
Solution Can you define that customer segment in one word? Are they
“a thing?” Are they easily findable?

51. Bloggers

52. Bloggers
Posts get
no love.

53. Bloggers
Posts get Getting
no love. traffic.

54. Bloggers
Posts get Getting
no love. traffic.

55. Bloggers
Posts get Getting Getting
no love. traffic. traffic.

56. Bloggers
Posts get Getting Getting More
no love. traffic. traffic. customers.

57. Bloggers Commercial bloggers
Posts get Getting Getting More
no love. traffic. traffic. customers.

58. Bloggers Commercial bloggers
Posts get Getting Getting More
no love. traffic. traffic. customers.
Influence

59. Bloggers Commercial bloggers
Posts get Getting Getting More
no love. traffic. traffic. customers.
Influence
Speaking

60. Bloggers Commercial bloggers
Posts get Getting Getting More
no love. traffic. traffic. customers.
Speakers
Influence
Speaking

61. Bloggers Commercial bloggers
Posts get Getting Getting More
no love. traffic. traffic. customers.
Speakers
Influence
Speaking Guest
posts

62. Bloggers Commercial bloggers
Posts get Getting Getting More
no love. traffic. traffic. customers.
Speakers Authors
Influence
Speaking Guest
posts

63. Bloggers Commercial bloggers
Posts get Getting Getting More
no love. traffic. traffic. customers.
Speakers Authors
Influence Understanding
Speaking Guest
posts

64. Bloggers Commercial bloggers
Posts get Getting Getting More
no love. traffic. traffic. customers.
Speakers Authors
Influence Understanding
Speaking Guest
More
posts
customers.