22. How might we
make a better
green-stripe
soap bar?
why?
To beat
Colgate
To enter a new
market
To make a
more
refreshing
soap
To win
double
blind tests
2. DeïŹne the problem
23. We donât know
what âmore
refreshingâ
means
Whatâs
stopping us?
HMW make a
more refreshing
soap?
We donât have
Colgateâs ad
department
We donât know
what
customers
want
2. DeïŹne the problem
24. We donât know
what âmore
refreshingâ
means
What are
refreshing
things?
2. DeïŹne the problem
31. Lower Your Cost of Change!
âChange is your best friend.
The more expensive it is to
make a change, the less likely
you'll make it. And if your
competitors can change
faster than you, you're at a
huge disadvantage. If change
gets too expensive, you're
dead.â
gettingreal.37signals.com
3. Prototype
36. Overview
1. Find the pain
2. DeïŹne the problem
3. Prototype
4. Build the MVP
5. Everything else
37. 4. Build the Minimum Viable Product
Whatâs the least
amount of work
you could do to
have something
that solves the
problem?
38. 4. Build the Minimum Viable Product
âGet a version 1 out fast, then
improve it based on users'
reactionsâŠWufoo released their
form-builder before the
underlying database. You can't
even drive the thing yet, but
83,000 people came to sit in the
driver's seat and hold the
steering wheel.â
paulgraham.com/startuplessons.html
39. 4. Build the Minimum Viable Product
Underdo your competition!
âDo less than your competitors
to beat them. Solve the simple
problems and leave the hairy,
difïŹcult, nasty problems to
everyone else. Instead of
oneupping, try one-downing.
Instead of outdoing, try
underdoing. This means less
features, less options/
preferences, and less promises.â
gettingreal.37signals.com
40. Overview
1. Find the pain
2. DeïŹne the problem
3. Prototype
4. Build the MVP
5. Everything else