Customer Development Get out of the buildinghttp://www.ﬂickr.com/photos/wwworks/6040733066/
MVP Minimum Viable Product • As lean and featureless as possiblehttp://www.ﬂickr.com/photos/donabelandewen/1046097914/
Iterate.Iterate.Iterate If you’ve changed it once you haven’t iterated
Measure Use metrics and testing for constant feedbackhttp://www.flickr.com/photos/iliahi/
Speed Fail fast Learn fasthttp://www.ﬂickr.com/photos/janramroth/2188450114/
Pivot or Perseverecartoonbank.com
Food On The
OK,So What Does This Mean for Marketing?
“At the end of the day, customers no longer separate marketing from the product—it is the product... In the era of engagement, marketing is the company.”McKinsey Quarterly - July 2011 • Tom French, Laura LaBerge, and Paul Magill
Agencies BecomeProduct Creators
Lean Agency Simple & Visual Complex processes Fast Slow Self-Organizing Top down Integrated Siloed Iterative Masterpiece mentality Metrics driven Vanity Metrics Minimal waste ExpensiveConstantly testing One and done
Not a 1:1 Match• How do you tell clients that you don’t know exactly what they will be getting?• How does a continuous campaign ﬁt into a yearly budget plan?• How can you move from a BIG campaign mentality to smaller, quick hits?• Where does the creative brief ﬁt in?
What are agencies doing?• Integrated creative teams (UX, Dev, Design, Copy)• Thinking small• Flexible briefs• Constant testing/Constant iteration• Getting out of the building (no Focus Groups)• Nailing ideas online, scaling in mass media• Creative Technologist• Projects v AOR