Alar Kolk - Ideation ABC

1. www.inacademy.eu
IDEATION ABC
Alar Kolk

2. THE THREE MOST
HARMFUL
ADDICTIONS ARE
HEROIN,
CARBOHYDRATES,
AND A MONTHLY
SALARY.

3. IF YOU DON’T BUILD YOUR DREAM,
SOMEONE WILL HIRE YOU TO BUILD THEIRS!
YOU‘LL BE BUSY IN SOMEONE
ELSE'S DREAM.

4. TO DREAM BIG IS A
MATTER OF CHOICE,
REACHING THAT DREAM
IS A MATTER OF
DISCIPLINE

5. WE BELIEVE THAT STARTUPS
ARE ONE OF THE GREATEST FORMS
TO MAKE THE WORLD
A BETTER PLACE.

6. WHAT IS A STARTUP?

7. A Startup is an Act of Rebellion.
– Ken Singer, UCB

8. EVERY ACT OF CREATION IS FIRST
AN ACT OF DESTRUCTION.
- PABLOPICASSO
Transitions are painful because they destroy the
status quo, pushing us beyond our comfort zones.

9. Creative disruption
Fortune 500 companies lifetime, 1955 - 2018
500
1 9 5 5
51
2 0 1 8

10. ....in the process of creative
destruction: new businesses
replace outdated ones.
New Blood & Heart

11. DIGITAL PLAYERS DISRUPT ALL INDUSTRIES
DIGITAL SCALE

12. 12
CAPTURING BUSINESS FROM TELCOs
Revolution

13. 13
YEARS TO FIRST 50 MILLION USERS
Business Model

14. How to make money
MONEY
What its product is
PRODUCT
Who its customers are
CUSTOMER
WHAT IS A STARTUP?
Innovation Ambition
A startup is a company
that is confused about:
Dave McClure, 500 Startups

15. STARTUPS FAIL
Innovation Ambition
9/10 startups fail
products

16. MOST PRODUCT
LAUNCHES
FAIL
• 30,000 new consumer
electronics products are
launched annually, 95% of them
fail
• The failure rate for a startup
company is 90 %
• Up to 80% of new product
launches in the consumer
packaged goods (CPG) industry
fail.
Nielsen

17. MAKE SOMETHING PEOPLE WANT.
THAT’S THE FUNDAMENTAL PROBLEM.
IF YOUR STARTUP DIES, IT’S PROBABLY BECAUSE YOU
DIDN’T MAKE SOMETHING PEOPLE WANTED.
Paul Graham, Investor, Co-Founder of Y-Combinator

18. START WITH PROBLEMS.
NOT SOLUTIONS.
NO PROBLEM? NO PRODUCT!

19. LAUNCHING THE PRODUCT IS
THE MOST EXPENSIVE
CUSTOMER RESEARCH YOU CAN DO

21. FALL IN LOVE WITH THE
PROBLEM, NOT THE SOLUTION

22. 22
How Google AI
dreams about Doha?
We used Google Deep Dream python code with BVLC GoogleNet Model
on deep learning framework Caffe on cloud servers.
Dream Type: Neuron
Inception Depth: Deep
Neural Network Layer: inception_4A_pool_proj

24. Innovation Ambition
ARE YOU SOLVING THE RIGHT PROBLEM?
Most firms are not and that undermines their innovation efforts…
Indeed, when developing new products, processes, or even
businesses, most companies aren’t sufficiently rigorous in defining the
problems they’re attempting to solve. Without that rigor,
organizations miss opportunities, waste resources, and end up
pursuing innovation initiatives that aren’t aligned with their
strategies.
“IF I WERE GIVEN ONE HOUR TO SAVE THE
PLANET, I WOULD SPEND 59 MINUTES DEFINING
THE PROBLEM AND ONE MINUTE RESOLVING IT”
ALBERT EINSTEIN

26. THE GREATEST DANGER FOR
MOST OF US IS NOT THAT OUR
AIM IS TOO HIGH AND WE MISS
IT, BUT THAT IT IS TOO LOW
AND WE REACH IT.
MICHELANGELO

27. CHATBOT
INTERFACES ARE
MORE ENGAGING
Sephora chatbot has 40%
completion rate > 3 X higher
than industry standard.

31. WHAT PROBLEM DO YOU
WANT TO SOLVE?
IS IT A PROBLEM / PASSION / NEED THAT MANY OTHERS HAVE?
IS THIS PROBLEM SERIOUS ENOUGH AND WORTH SOLVING?
HOW OFTEN THE PROBLEM OCCURS?

32. Mosquito Bite Problem
Innovation Ambition
Source: Omar Mohout, 2015

33. PEOPLE PREFER TO SPEND
AN INCREDIBLE AMOUNT OF TIME
BUILDING THE PERFECT PRODUCT
INSTEAD OF GETTING A QUICK NO.

34. Shark Bite Problem
Innovation Ambition
Source: Omar Mohout, 2015

38. Innovation Ambition
FREQUENCY
Google’s “toothbrush test” – Larry Page insists that new products or services must be important
enough that people will use them at least twice a day.

39. Innovation Ambition
WHO IS YOUR CUSTOMER?
DEMOGRAPHICS
BEHAVIORS
APPEARANCE
NEEDS
INFLUENCERS
BUYER PERSONA
CONTENT
BUYING PROCESS
B2C B2B

40. FICTIONAL PROFILES DEVELOPED AS A WAY OF
REPRESENTING A PARTICULAR GROUP BASED ON
THEIR INTERESTS AND BEHAVIOUR PATTERNS.
CUSTOMER PERSONAS

41. Innovation Ambition
WHO IS YOUR CUSTOMER?
https://xtensio.com/
http://www.makemypersona.com/

42. „INTELLIGENCE
WITHOUT AMBITION IS
A BIRD WITHOUT
WINGS“
SALVADOR DALI

43. THINK 10X, NOT 10%

44. Innovation Ambition
10X Cases
Source: Omar Mohout, 2015

45. Henn na Hotel AI robots reduce 90% of manpower to be “the
most efficient hotel in the world” - "The Ultimate in Efficiency.“

47. $1,350 IN CAPITAL TO START APPLE,
THE 20-YEAR-OLD STEVE JOBS SOLD
HIS VOLKSWAGEN MICROBUS.
STEVE WOZNIAK SOLD HIS
HEWLETT-PACKARD CALCULATOR.
ENTREPRENEURIAL RISK-TAKING

48. „FAILURE IS AN OPTION HERE.
IF THINGS ARE NOT FAILING,
YOU ARE NOT INNOVATING
ENOUGH.“
- ELON MUSK

49. „FAILURE IS AN
EVENT NOT A
PERSON”

50. FAIL FAST.
FAIL CHEAP.
FAIL EARLY.
GO OUT TO FAIL.
Follow The Innovation F-word!

51. 2 GREAT MVP & PIVOT
EXAMPLES

52. Problem & Failure
MVP & PIVOT
In 2010 Pinterest displayed user photos by
collections. Today 31st most visited website:
users started to “pint out” (point put) pictures by
topic and collection
Mobile app Tote provided
tools for users to window
shop with their phone in
2009

53. Problem / failure
PIVOT
The photo upload feature turned out to be the
most-used feature. With 8 weeks, Burbn became
Instagram and immediately hit with 100.000
downloads with the first week
Burbn launched 2010
location-based social
network app

54. EXPERIMENTAL
MINDSET

60. "DON'T FEAR FAILURE. NOT
FAILURE, BUT LOW AIM, IS
THE CRIME.
IN GREAT ATTEMPTS
IT IS GLORIOUS
EVEN TO FAIL."
BRUCE LEE

61. "If today were the last day of my
life, would I want to do what I am
about to do today?"

62. TAKE-AWAY
Fall into love with a problem, not a solution.
Aim to solve a big problem, comes up frequently.
Can you solve problems 10X better comaring to existing solutions?
Organize experiments to fail and learn.

63. THANK
YOU
#aiaQatar2019
#aiamoments

64. WITH A RIGHT TEAM YOU CAN UNLOCK
HUMAN POTENTIAL IN A WAY NEVER
BEFORE & GET THEM TO DISCOVER &
SOLVE 10X PROBLEMS