How do we combine data, Lean Startup and product management to consistently build better products? Here's a keynote I did at CrunchConf 2016 to share some ideas on that.

1. BUILDING BETTER PRODUCTS
data + guts
@byosko

2. 20years
(or just under 50% of my life)
5 startups founded
15+ investments
1 book
@byosko
?mistakes
(let’s not count them all, ok?)
A BIT ABOUT ME

3. CORPORATE PARTNERS
VENTURE-BACKABLE FOUNDERS
PRE-SEED FUNDING
BETTER STARTUPS
+
+
=
Highline BETA is a startup co-creation company that
launches new ventures with leading corporations.
http://highlinebeta.com @byosko

4. @byosko
HOW DO WE BUILD BETTER PRODUCTS?

5. PROCESS
IS THE
ANSWER
(partially)
@byosko

6. @byosko

7. STOP BUILDING THINGS
NOBODY WANTS
@byosko

8. @byosko
IDEAS
BUILD
PRODUCTDATA
MEASURE
LEARN
LEAN STARTUP.
SO SIMPLE!
SO HARD :(

9. LEAN STARTUP IS NOT JUST FOR STARTUPS
“By 2021, more than 50% of established corporations
will be leveraging lean startup techniques.” (Gartner)
@byosko

10. • “Get out of the building”
• Customer discovery is key
• Identify and solve the riskiest thing
• Reduce waste
• Most important: learning
FOUR KEY
PRINCIPLES OF
LEAN STARTUP
@byosko

11. “THERE ARE NO
ANSWERS INSIDE THE
BUILDING.”
- Steve Blank, author of Four Steps to the Epiphany
1
@byosko

12. 2
@byosko
IDENTIFY AND SOLVE THE
RISKIEST THINGS FIRST

13. 3
@byosko
REDUCE WASTE

14. 4
@byosko
MOST IMPORTANT:
LEARNING

15. DATA HELPS US ACHIEVE
ALL OF THESE PRINCIPLES
@byosko

16. @byosko
IDEAS
BUILD
PRODUCTDATA
MEASURE
LEARN
WHERE DO
IDEAS COME
FROM?

17. inspiration
alone isn’t
enough
@byosko

18. YOUR
CUSTOMER
@byosko

19. WHY LISTEN TO CUSTOMERS?
@byosko

20. CUSTOMERS =
QUALITATIVE DATA
@byosko

21. QUANTITATIVE DATA TELLS US
WHAT IS HAPPENING
@byosko
QUALITATIVE DATA TELLS US
WHY

22. @byosko
HOW YOU
COLLECT
CUSTOMER
FEEDBACK
MATTERS

23. @byosko
TIME TO
RESOLUTION
LEARNING
=
https://commons.wikimedia.org/wiki/File:Contact-center-two-agents.jpg @byosko

24. @byosko
EVERYONE
IS IN
CUSTOMER
CARE
@byosko@byosko

25. LISTEN AND TALK TO
CUSTOMERS
@byosko

26. DATA PEOPLE SHOULD
TALK TO CUSTOMERS
@byosko

27. SILOS BAD.
@byosko

28. @byosko
IDEAS
BUILD
PRODUCTDATA
MEASURE
LEARN
GOT IT.
CUSTOMER
INPUT
MATTERS.
CUSTOMER
INPUT

29. @byosko
BUILD
PRODUCTDATA
MEASURE
LEARN
CUSTOMER
INPUT
IDEAS

30. @byosko
https://ladder.io/playbook http://crayon.co http://crunchbase.com
OTHER PRODUCTS, COMPETITION,
BEST PRACTICES…

31. @byosko
COMPETITION,
OTHER PRODUCTS,
BEST PRACTICES
BUILDLEARN
IDEAS
CUSTOMER
INPUT

32. @byosko
CORPORATE GOALS

33. @byosko
COMPETITION,
OTHER PRODUCTS,
BEST PRACTICES
BUILDLEARN
IDEAS
CORPORATE
GOALS (SOME GOOD,
SOME BAD)
CUSTOMER
INPUT

34. @byosko@byosko
WHAT ABOUT PURE
INSPIRATION?

35. @byosko
DON’T IGNORE
YOUR GUT
(that’s not a self portrait)

36. @byosko
COMPETITION,
OTHER PRODUCTS,
BEST PRACTICES
BUILDLEARN
IDEAS
CORPORATE
GOALS (SOME GOOD,
SOME BAD)
GUTS & INSTINCTS

37. @byosko
COMPETITION,
OTHER PRODUCTS,
BEST PRACTICES
BUILDLEARN
IDEAS
CORPORATE
GOALS (SOME GOOD,
SOME BAD)
GUTS & INSTINCTS
PARTNERS
OTHER
DEPARTMENTS
INDUSTRY
TRENDS, ETC.

38. http://roos-skywalker.deviantart.com/ @byosko
AND THEN THERE’S DATA

39. @byosko
COMPETITION,
OTHER PRODUCTS,
BEST PRACTICES
BUILDLEARN
IDEAS
CORPORATE
GOALS (SOME GOOD,
SOME BAD)
GUTS & INSTINCTS
PARTNERS
OTHER
DEPARTMENTS
INDUSTRY
TRENDS, ETC.
DATA

40. @byosko
COMPETITION,
OTHER PRODUCTS,
BEST PRACTICES
BUILDLEARN
IDEAS
CORPORATE
GOALS (SOME GOOD,
SOME BAD)
GUTS & INSTINCTS
PARTNERS
OTHER
DEPARTMENTS
INDUSTRY
TRENDS, ETC.
DATA

41. COMPETITION,
OTHER PRODUCTS,
BEST PRACTICES
PARTNERS
INDUSTRY
TRENDS, ETC.
GUTS & INSTINCTS
OTHER
DEPARTMENTS
CORPORATE GOALS
DATA
AS A
FILTER
BETTER
DECISIONS
@byosko
CUSTOMER INPUT

42. DATA IS THERE TO MAKE
US MORE INTELLECTUALLY
HONEST
@byosko

43. @byosko @byosko
DATA > THE HiPPO

44. @byosko
1 DATA IS AN INPUT
2 DATA IS A FILTER

45. @byosko
DATA IS A
COMMUNICATION TOOL
@byosko
http://www.instigatorblog.com/data-common-language/2016/09/22/

46. @byosko @byosko

47. @byosko @byosko
F*CK YOU AND
YOUR DATA, I
DON’T BELIEVE IT

48. DATA IS COMPLEX.
HOW WE COMMUNICATE
IT DOESN’T HAVE TO BE.
@byosko

49. @byosko @byosko
LEAN ANALYTICS:
WHAT TO FOCUS
ON, WHEN
http://leananalyticsbook.com

50. FIND THE ONE METRIC
THAT MATTERS
@byosko

51. The Layer Cake of Metrics
Project
OMTM
Project
OMTM
Project
OMTM
Project
OMTM
Project
OMTM
Project
OMTM
Department OMTM Department OMTM Department OMTM
OMTM: Business Health Indicator
@byosko

52. LEAN ANALYTICS: THE BASICS Day 3 - Lean Analytics
ZxLERATOR | NYC | SUMMER 2016 52
Herbert Simon
If a metric won’t
change how you
behave, it’s a…
BAD
METRIC
@byosko

53. Putting basic data to use
Ricky (product manager) has
some ideas for improving the
“Proposal Send Screen” (based
on qualitative feedback & his
gut), but before prioritizing this
work, he digs into the data.
@byosko
http://proposify.biz

54. Putting basic data to use
50% of people send proposals
through Proposify (50% don’t)
(quantitative)
@byosko
http://proposify.biz
— Is this good or bad?

55. Putting basic data to use
@byosko
http://proposify.biz
Ricky isn’t sure. So he’s going to
need to look at additional data
(exploratory):
• Churn
• Proposal won rate
• Any correlations here?

56. Putting basic data to use
@byosko
http://proposify.biz
• Also needs to do more direct
customer development to
learn more (qualitative)
• All of this work might lead to
additional, meaningful
product dev (actionable)

57. COMMUNICATION
IDEAS
BUILD
PRODUCTDATA
MEASURE
LEARN
LOTS OF INPUTS
YOUR GUT DATA
@byosko

58. YOUR JOB: DETECTIVE AND COMMUNICATOR
@byosko

59. @byosko
LET YOUR GUTS
GUIDE YOU

60. THANK YOU!
Ben Yoskovitz
byosko@gmail.com
@byosko
http://instigatorblog.com
http://highlinebeta.com