5. Why is lean so important?
U.S. packaged goods industry
introduce 30,000 products every
year, but 70% to 90% fail…
6. What is lean?
“An approach for launching
businesses and products, that
relies on experimentation,
iterative product releases and
engaging a particular type of
customer - to shorten product
development cycles, measure
progress, and gain valuable
customer feedback”
9. The “learn - build – measure” loop
Learn
BuildMeasure
Would people be interested
in a product that made
synching their files across
devices easier?
Value
hypothesis
Video which shows the
product working
MVP (minimum
viable product)
How many people
watched and rated
the video
OMTM (the
one metric that
matters)
12. The “learn - build – measure” loop
Learn
BuildMeasure
We believe more people
will invest in ISA if they see
how much their piers are
investing
Value
hypothesis
A JavaScript logout
interstitial
MVP (minimum
viable product)
How many people
bought ISAs in the
test group
OMTM (the
one metric that
matters)
16. The “learn - build – measure” loop
Learn
BuildMeasure
We believe people will be
prepared to use an
electronic device as a
calendar, to ensure their
data is backed up
Value
hypothesis
A block of wood and a
piece of paper
MVP (minimum
viable product)
What was the
reaction of people
when he used it?
OMTM (the
one metric that
matters)
19. The “learn - build – measure” loop
Learn
BuildMeasure
People will be prepared to
order shoes, over the
internet, so long as the
customer service and
proposition is right
Value
hypothesis
A wordpress website
MVP (minimum
viable product)
Orders
OMTM (the
one metric that
matters)
22. The “learn - build – measure” loop
Learn
BuildMeasure
People will be prepared to
use 3d as a way of learning
Taekwondo remotely
Value
hypothesis
1 Form prototype
MVP (minimum
viable product)
Number of paid for
apps
OMTM (the
one metric that
matters)
25. The “learn - build – measure” loop
Learn
BuildMeasure
People will value a way of
asking questions to
humans online
Value
hypothesis
Simple CMS
MVP (minimum
viable product)
Number of repeat
users
OMTM (the
one metric that
matters)
27. #7 – [a really big office space provider]
Their logo!
28. The “learn - build – measure” loop
Learn
BuildMeasure
Will people be interested in
content in areas outside
their direct brand “remit”
Value
hypothesis
Approach 100 bloggers
with content
MVP (minimum
viable product)
Number of mentions
of xxxxx
OMTM (the
one metric that
matters)
29. Measure – a single, hard metric
Profit CACSales Likes Visits
SoftHard
Product development –User researchBusiness strategyinvest
Who has heard of lean?Wasting timeWasting moneyBuilding products – self evidently – no one wantsLean is the brilliantly simple solutionDarwinian…
My definitionA way of building anything within a business (products, big data strategy,marketing strategy, and communication tactics)– faster and more efficiently than ever before by
IntrapreneurConcept of value hypothesis
Sean gilchrist > fast to market > 4 months Insight not a problem
IntrapreneurConcept of value hypothesis
What the reaction would be when he used it
IntrapreneurConcept of value hypothesis
Nick Swinmurn
IntrapreneurConcept of value hypothesis
Paper prototype
IntrapreneurConcept of value hypothesis
Ran aardvark for 9months “wizard of oz”
IntrapreneurConcept of value hypothesis
IntrapreneurConcept of value hypothesis
The acid test – if you had 60 secs in the elevator with the CEO – would he understand the metric – and would be care?
Target and engage 20% of a brands audience who are bored by the brand…
Cut paperwork – powerpoints aren’t our measure of success – MVPs in front of user is all we care about
Budgets go further
Lean puts the onus back into the people who work and live for a business
Getting in front of customers – psychology of the early adopter - Engaging early adopters is a good thing!
No such thing as failure – only experiments whose value hypothesis are false
Fear of building something minimum – minimum isn’t bad, minimum is minimum…
but ensure you involve the person who’s part of the business you need to conduct your experimentApollo effect