This document provides advice for startups on productizing innovation from an idea to a successful product. It emphasizes the importance of validating ideas by getting feedback from friends and colleagues, prioritizing requirements by focusing on a single metric for success, and localizing products by finding niches and adjusting factors like pricing based on different markets. The overall process moves from having an idea, to differentiating it, validating customer needs, deploying the product for real use and payment, gathering requirements, prioritizing what is most important, and localizing for specific markets.

1. Productizing Innovation A Startup View

2. Idea Product I have this great IDEA ! Nobody ‘else’ has done this ! Differentiate Position

3. Oh, OK Validation All my friends / colleagues think this is a great product We are in ‘testing /free use’ stage Deploy in PROD Pay real money

4. Requirement Feature We are ‘gathering requirements’ We are meeting different customers Find real pain Be the need

5. Prioritize Focus on a SINGLE metric for success If you cannot grab attention in < 1 min DROP IT Easy to Sell Easy to Buy

6. Localize Markets react differently – find your niche Price, Collection Packaging / Bundle Perception Of Need Real Need

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