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Customer Development
-
What Strategic Planning
can learn from Startups
APGD
Berlin, 29th of February 2013
Hello!
Education
Professional   Y&R Zurich
 Experience    Strategic Planning
DDB /Tribal DDB
Professional   Budapest
 Experience
               Strategic Planning
LHBS
               LightHouse
Professional   Business Sociology
 Experience
               Knowledge & Ideation
2 Main drivers that influence our
   work and business today
1. Complexity

        People, Business and Brands behave different in a connected world




http://www.wired.com/wiredscience/2008/04/the-complexity/
2. Acceleration

   Increasing speed of life and business demands a new way of working




http://doktorsblog.de/2010/01/24/innovation-timeline-1900-2050/
Management decision cycles are sometimes longer than technology

      cycles. This creates even more pressure for agencies.
Disciplines and tasks merge



Branding            Research

                                                       Sales

                               Strategy
      Development
                                                               ...
                                          Innovation
Uncertainty is the biggest business barrier at the moment.

                                                                                                      Sir Martin Sorrell




http://img.new.livestream.com/events/00000000001b52f4/fdedfe80-ff9c-4149-979a-0be78a42e6f2_5307.jpg
Agencies & Strategic Planning


    The way we work needs to adapt to the outside world.
It is not the strongest of the species that survives, nor the most

         intelligent, but the one most responsive to change. Charles Darwin




http://www.glsc.org/darwin/images/8_Darwin.jpg
Adaptation


 Context   Company
In a complex and speed driven world there is a strong need for
    strategy. But the way strategy is done needs to change.
Strategy
                                                            When crafting a strategy, all companies need to make bets about what
                                                           customers will want in the future, what competitors will do in the future,
                                                           what the company itself is capable of accomplishing in the future, what
                                                           will happen in the economy generally. None of these bets can be
                                                           guaranteed.

                                                           Strategy means making the best possible choices you can make today
                                                           and then being responsive when the bets do or do not come in as
                                                           hoped.
                                                                                                                    Roger Martin
http://blogs.hbr.org/cs/2013/01/placing_strategic_bets_in_the.html?utm_campaign=Socialflow&utm_source=Socialflow&utm_medium=Tweet
Strategy

 So rather than seeing strategy as a way to get rid of uncertainty, think
  about strategy as a way of dealing productively with life's inevitable
uncertainty, by continuously making and updating your bets about the
                                future.
Who knows about continuously making and updating bets about the future?
Selecting a Business Model
                                                                          usually requires making a
                                                                          number of assumptions. In
                                                                          many cases, it is impossible
                                                                          to verify these assumptions
                                                                          before implementing the
             Steve Blank                                                  Business Model in real time
                                                                          or at least in a pilot study.
                                                                          You should test a Business
                                                                          Model whenever possible,
                                                                          and must always be
                                                                          prepared to revise it or
                                                                          explore alternatives.

http://www.newmedianow.co.uk/wp-content/uploads/2012/05/steve_blank.jpg
Customer Development - What Strategic Planning can learn from Startups
The differences
Companies                 Startups
Executing                 Searching
Known environment         environment of uncertainty
Waterfall development     agile development
Action based on plan      Action based on behavior
Business plan             Business model
Operational excellence    Creativity and insight
Defined knowledge          Hypothesis
Traditional way of working
The definition of insanity is doing the same thing over and over and

                                                                                             expecting different results.




http://3.bp.blogspot.com/-IYq1IOKlQ2U/UNGpkdc3N8I/AAAAAAAAIW4/BnqwT1lJaDE/s1600/grayscale-albert-einstein-monochrome-scientists-black-background-portraits-HD-Wallpapers.jpg
Start up way of working


                                   Data, Feedback, Insights




Hypotheses, Experiments
Search                           Execute




   Customer   Customer             Customer     Customer             Business
              Discovery            Validation   Creation             Building
Development


                          Pivot
Customer Development Manifesto

1. There are no facts inside your building, so get outside.
2. Pair Customer Development with Agile Development
3. Failure is an integral part of the search
4. Make continuos iterations and pivots
5. No business plan survives first contact with customers, so use a business model canvas
6. Design experiments and test to validate your hypotheses
7. Agree on market type, it changes everything
8. Startup metrics differ from those in existing companies
9. Fast Decision-Making, Cycle time, speed and tempo
10. Communicate and share learnings
There are no facts inside your
           building,
   so get the heck outside.
Hypothesis




Insight   Insight
                                   Design
                                 Experiment


  Cycle
                      Test
Drives value
                                 Subconscious                 Conscious



  What
                               Not desired but drives    Desired and drives value
                                       value




consumers


            Not drive value
   want                             Invisible
                              Not desired and does not
                                    drive value
                                                              Deception
                                                          Desired and does not
                                                               drive value




                                  Not desired                  Desired
The way   Context             Consumer             Consumer

 LHBS
          Research           Observation           Interviews




 works
                     Pivot                 Pivot
Understand the consumer environment:

           Social / Cultural
           Technological

Context    Economical
           Political
Research   Legal
Understand the consumer in it s micro
              usage situation and context:


 Consumer     Observations of consumers in their natural
              environment:
Observation
              where and how they search, buy and
              consume the product or service.
Understand the motivations, pains and
             gains behind their behavior.

Consumer     Test Hypothesis based on previous learnings

Interviews   and fine tune the results.
Contact:
         Stefan Erschwendner
Managing Partner / LHBS Consulting GmbH
          0049 176 8455 2756
              se@lhbs.com
             www.lhbs.com
               @eranium

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Customer Development - What Strategic Planning can learn from Startups

  • 1. Customer Development - What Strategic Planning can learn from Startups APGD Berlin, 29th of February 2013
  • 4. Professional Y&R Zurich Experience Strategic Planning
  • 5. DDB /Tribal DDB Professional Budapest Experience Strategic Planning
  • 6. LHBS LightHouse Professional Business Sociology Experience Knowledge & Ideation
  • 7. 2 Main drivers that influence our work and business today
  • 8. 1. Complexity People, Business and Brands behave different in a connected world http://www.wired.com/wiredscience/2008/04/the-complexity/
  • 9. 2. Acceleration Increasing speed of life and business demands a new way of working http://doktorsblog.de/2010/01/24/innovation-timeline-1900-2050/
  • 10. Management decision cycles are sometimes longer than technology cycles. This creates even more pressure for agencies.
  • 11. Disciplines and tasks merge Branding Research Sales Strategy Development ... Innovation
  • 12. Uncertainty is the biggest business barrier at the moment. Sir Martin Sorrell http://img.new.livestream.com/events/00000000001b52f4/fdedfe80-ff9c-4149-979a-0be78a42e6f2_5307.jpg
  • 13. Agencies & Strategic Planning The way we work needs to adapt to the outside world.
  • 14. It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change. Charles Darwin http://www.glsc.org/darwin/images/8_Darwin.jpg
  • 16. In a complex and speed driven world there is a strong need for strategy. But the way strategy is done needs to change.
  • 17. Strategy When crafting a strategy, all companies need to make bets about what customers will want in the future, what competitors will do in the future, what the company itself is capable of accomplishing in the future, what will happen in the economy generally. None of these bets can be guaranteed. Strategy means making the best possible choices you can make today and then being responsive when the bets do or do not come in as hoped. Roger Martin http://blogs.hbr.org/cs/2013/01/placing_strategic_bets_in_the.html?utm_campaign=Socialflow&utm_source=Socialflow&utm_medium=Tweet
  • 18. Strategy So rather than seeing strategy as a way to get rid of uncertainty, think about strategy as a way of dealing productively with life's inevitable uncertainty, by continuously making and updating your bets about the future.
  • 19. Who knows about continuously making and updating bets about the future?
  • 20. Selecting a Business Model usually requires making a number of assumptions. In many cases, it is impossible to verify these assumptions before implementing the Steve Blank Business Model in real time or at least in a pilot study. You should test a Business Model whenever possible, and must always be prepared to revise it or explore alternatives. http://www.newmedianow.co.uk/wp-content/uploads/2012/05/steve_blank.jpg
  • 22. The differences Companies Startups Executing Searching Known environment environment of uncertainty Waterfall development agile development Action based on plan Action based on behavior Business plan Business model Operational excellence Creativity and insight Defined knowledge Hypothesis
  • 24. The definition of insanity is doing the same thing over and over and expecting different results. http://3.bp.blogspot.com/-IYq1IOKlQ2U/UNGpkdc3N8I/AAAAAAAAIW4/BnqwT1lJaDE/s1600/grayscale-albert-einstein-monochrome-scientists-black-background-portraits-HD-Wallpapers.jpg
  • 25. Start up way of working Data, Feedback, Insights Hypotheses, Experiments
  • 26. Search Execute Customer Customer Customer Customer Business Discovery Validation Creation Building Development Pivot
  • 27. Customer Development Manifesto 1. There are no facts inside your building, so get outside. 2. Pair Customer Development with Agile Development 3. Failure is an integral part of the search 4. Make continuos iterations and pivots 5. No business plan survives first contact with customers, so use a business model canvas 6. Design experiments and test to validate your hypotheses 7. Agree on market type, it changes everything 8. Startup metrics differ from those in existing companies 9. Fast Decision-Making, Cycle time, speed and tempo 10. Communicate and share learnings
  • 28. There are no facts inside your building, so get the heck outside.
  • 29. Hypothesis Insight Insight Design Experiment Cycle Test
  • 30. Drives value Subconscious Conscious What Not desired but drives Desired and drives value value consumers Not drive value want Invisible Not desired and does not drive value Deception Desired and does not drive value Not desired Desired
  • 31. The way Context Consumer Consumer LHBS Research Observation Interviews works Pivot Pivot
  • 32. Understand the consumer environment: Social / Cultural Technological Context Economical Political Research Legal
  • 33. Understand the consumer in it s micro usage situation and context: Consumer Observations of consumers in their natural environment: Observation where and how they search, buy and consume the product or service.
  • 34. Understand the motivations, pains and gains behind their behavior. Consumer Test Hypothesis based on previous learnings Interviews and fine tune the results.
  • 35. Contact: Stefan Erschwendner Managing Partner / LHBS Consulting GmbH 0049 176 8455 2756 se@lhbs.com www.lhbs.com @eranium