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Happiness is closing the gap between
your situation and your expectation,
by moving either point.
Jurgen Appelo
Jurgen Appelo
CEO of Happy Melly
@jurgenappelo
Shakeup &
Speedup
Shifting up the
innovation funnel
jurgenappelo.com/free
https://musicbusinessresearch.wordpress.com/2017/05/05/3340/
Music sales
Clayton
Christensen
Productperformance
Time
Order
Control
Hierarchy
Centralization
Efficiency
Specialization
Exploitation
Evolution
Optimization
Strength
Chaos
Freedom
Network
Decentralization
Effectiveness
Generalization
Experimentation
Revolution
Disruption
Speed
Execution Exploration
https://www.amcham.de/public-affairs/committee-news/news/new-innovation-research-committee-kicks-off-work/
Innovation Steering Committee
Some workflows are funnels, not pipelines!
Photo by Rodion Kutsaev on Unsplash
Let’s have a look at
the disruptors
Product Vision
Problem-Solution Fit
Photo by rawpixel on Unsplash
Minimum Viable Product (Lo-Fi)
https://atlanta.eater.com/2018/2/21/17036612/dads-coffee-bar-opening-decatur
Vision-Founders Fit
Photo by Tobias Mrzyk on Unsplash
Lean Canvas
https://leanstack.com/leancanvas
Attribution-ShareAlike 3.0 Unported (CC BY-SA 3.0)
Product-Market Fit
Photo by Kelly Sikkema on Unsplash
Minimum
Viable
Products
(Hi-Fi)
https://www.flickr.com/photos/splorp/6227080927/
Business-Market Fit
Photo by Fancycrave on Unsplash
Business Model Canvas
https://strategyzer.com/canvas/business-model-canvas
Attribution-ShareAlike 3.0 Unported (CC BY-SA 3.0)
Growth Hacking
Photo by Emre Karataş on Unsplash
The start of the end
http://uk.businessinsider.com/apple-ipod-rise-fall-chart-2017-7
iPod sales
It’s not a
pipeline.
It’s a game.
Innovation
Funnel
It’s not a committee.
It’s a jury.
Different rules
apply to different
lifecycle stages
Objectives & Key Results
A framework for setting,
communicating and
monitoring quarterly goals
and results in organizations.
ObjectiveObjective
Objective
Key Result Key Result
Key Result
Key Result Key Result
Key Result
North Star
Metric
The North Star Metric is the single
metric that best captures the core value
that your product delivers to customers.
Minutes of music per user/month
Purchases per customer/visit
Total records created per subscriber
}
}
Photo by Annie Spratt on Unsplash
Different ages need different practices!
https://dschool.stanford.edu/resources/getting-started-with-design-thinking
The Design Thinking Process (d.school)
https://www.designcouncil.org.uk/news-opinion/design-process-what-double-diamond
The Design Thinking Process (Design Council)
http://theleanstartup.com/
The Design Sprint Process
http://theleanstartup.com/
The Lean Startup Process
The Seven Streams of the Innovation Vortex
• Contextualize - - - -
• Empathize Empathize Discover Understand -
• Synthesize Define Define Diverge -
• Hypothesize Ideate - Decide -
• Externalize Prototype Develop Prototype Build
• Sensitize Test Deliver Validate Measure
• Systematize - - - Learn
Innovation
Vortex
Innovation
Vortex
Contextualize
Empathize
Synthesize
Hypothesize
Externalize
Sensitize
Systematize
Choose the
domain to focus
on next
Contextualize
Empathize
Synthesize
Hypothesize
Externalize
Sensitize
Systematize
Innovation Thesis
Discover
people’s current
experiences
Contextualize
Empathize
Synthesize
Hypothesize
Externalize
Sensitize
Systematize
Empathy Map
Evaluate
people’s jobs,
pains and needs
Contextualize
Empathize
Synthesize
Hypothesize
Externalize
Sensitize
Systematize
Needs & GoalsDemographics
Description Tasks & Behaviors Pains & Problems
Lean
Persona
Mark
Male
34 years
Amsterdam
Higher education
Likes specialty stores
Wants to be seen as
hip and trendy
Loves coffee
Commutes on a bike
Drinks 5 coffees a day
Most coffee is bad
No coffee bars on
the way to work
Photo by Lex Sirikiat on Unsplash
Job to be Done
Brainstorm the
alternatives you
can offer
Contextualize
Empathize
Synthesize
Hypothesize
Externalize
Sensitize
Systematize
Ideas
Product
Vision
Lean
Persona
Job to be
Done
Product
Backlog
Prepare release
with several
experiments
Contextualize
Empathize
Synthesize
Hypothesize
Externalize
Sensitize
Systematize
Lean Experiment Template
Pass
Risky Assumption
What do we believe that might be wrong?
Relevant?
Critical?
Key Outcome
What measurement is the fail condition?
Measurable?
Timely?
Test Actions
Which smallest test gives us fast results?
Repeatable?
Safe-to-fail?
Complete Hypothesis
Which statement captures the whole test?
Predictive?
Falsifiable?
Learning Goal
Which business model area are we exploring?
Outcome Evaluation
What did we learn and what happens next?
Fail
Experiment Number
Experiment Name
Experiment Owner1
2
3
4 5
6
Complete Hypothesis = We believe [this relevant, critical
assumption is true]. We will know we’re wrong when we
[do some repeatable, safe-to-fail actions] and as a result
get [some timely, measurable outcome].
Check how
people respond
to the product
Contextualize
Empathize
Synthesize
Hypothesize
Externalize
Sensitize
Systematize
versus
Split Tests
Evaluate what
you’ve learned
so far
Contextualize
Empathize
Synthesize
Hypothesize
Externalize
Sensitize
Systematize
Journey
Maps
WOW WTF
Coffee with milk is not milk with coffee!
Exploration Execution
Disruptive innovation Sustaining innovation
Exploration
Disruptive innovation
Execution
Sustaining innovation
Nature solved the innovator’s
dilemma a long time ago.
Photo by Alan Godfrey on Unsplash
The only way not to be disrupted
is to disrupt yourself.
Go forth and make more startups!
startup-scaleup-screwup.com
Available now!
Jurgen Appleo - Shakeup & speedup 20   agile frameworks

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