How to do lean planning
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
No Downloads

Views

Total Views
53,393
On Slideshare
23,150
From Embeds
30,243
Number of Embeds
109

Actions

Shares
Downloads
1,466
Comments
19
Likes
188

Embeds 30,243

http://debmorrison.typepad.com 18,601
http://brief-do-lombo.blogspot.com 2,529
http://plannersdilemma.misentropy.com 2,377
http://planningness.com 2,000
http://unplanned.com.br 1,208
http://take5interactive.com 564
http://prettylittlehead.com 424
http://someclever.tumblr.com 232
http://daniseuba.wordpress.com 201
http://creativetraction.com 199
http://nouvenext.tumblr.com 180
http://www.scoop.it 176
http://nekid.fr 164
http://www.take5interactive.com 153
http://notes.ubermore.com 151
http://nakedtokyo.typepad.com 126
http://jbatistaa.com 94
http://louisepotter.tumblr.com 89
http://balindsieber.tumblr.com 62
http://www.brief-do-lombo.blogspot.com 55
http://feeds.feedburner.com 53
http://flavors.me 45
url_unknown 43
http://www.conseilsmarketing.fr 39
http://thinkdoer.com 33
http://michaelbatistich.com 31
http://agilemarketingresource.com 27
http://colectivoplanner.tumblr.com 27
http://gobigorgohome.tumblr.com 21
http://nazareh.tumblr.com 19
http://brief-do-lombo.blogspot.pt 17
http://digitaltreasuretrove.blogspot.com 15
http://fcexp.posterous.com 15
http://bezkitudesign.soup.io 15
http://notesonanidea.tumblr.com 15
http://ralphsmcintosh.com 14
http://hobart65.tumblr.com 14
http://torstenhensel.prosite.com 12
https://daniseuba.wordpress.com 11
http://paper.li 11
http://chriscloud.posterous.com 10
http://mslipmann.tumblr.com 8
http://naugamonster.tumblr.com 8
http://sjors.posterous.com 8
http://safe.tumblr.com 7
http://a0.twimg.com 7
http://translate.googleusercontent.com 6
http://www.slideshare.net 6
http://www.bagtheweb.com 6
http://ef01.futurechat.in 6

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Aloha.
  • 2. @farrahbostic#planningness
  • 3. i’ve been a...
  • 4. i’ve been a... copywriter website maker account planner brand strategist qualitative researcher innovation specialist entrepreneur
  • 5. This place pays me to be a Group Planning Director
  • 6. But what I do is make digital things for clients... that are increasinglycentered on mobile & social experiences.
  • 7. I’m a little bitof an adland nerd.
  • 8. I’m a little bitof an adland nerd.So bear with me.
  • 9. Adland 1.0:Persuasion & Positioning
  • 10. Adland 2.0:Culture & Emotion
  • 11. Adland 3.0Participation
  • 12. Adland 4.0? APIs
  • 13. LEGO: They give you the parts, you decide what to make
  • 14. Apple: A tightly controlledproduct & brand that you can project yourself onto
  • 15. Think of brands as APIs, &platforms as middleware
  • 16. How do we createAPI-like things for the brands we serve?
  • 17. Our business: Ads.Commissioned by clients.Designed by agencies.Executed by vendors.We know what they’re for.We know when they’re over.
  • 18. A quick horror story.
  • 19. “You need to add value to peoples lives, not just expect them to participate because you goddamn well asked them.”Mel Exon, BBH Labs http://anjalir.wordpress.com/2011/04/12/sxsw-in-retrospect-the-last-of-the-launch-and-leave-ems/
  • 20. I  Start-upsI pitched at StartUp Weekend inNYC last fall and learned a lot abouthow people get from an idea to aprototype... in less than 48 hours.I’m also involved with Women 2.0,which is more generous - you gofrom concept to launch in 5 weeks.Imagine if we could work so fast!
  • 21. What we’re going to do together
  • 22. What we’re going to do togetherWhile I’m blathering on...
  • 23. What we’re going to do togetherWhile I’m blathering on...Think about a problem you have.
  • 24. What we’re going to do togetherWhile I’m blathering on...Think about a problem you have.Then think of a possible solution a brand could offer -could be a product, a service, an experience.
  • 25. What we’re going to do togetherWhile I’m blathering on...Think about a problem you have.Then think of a possible solution a brand could offer -could be a product, a service, an experience.You’re going to pitch your idea at the end.
  • 26. What we’re going to do togetherWhile I’m blathering on...Think about a problem you have.Then think of a possible solution a brand could offer -could be a product, a service, an experience.You’re going to pitch your idea at the end.Well - about 12 of you are.
  • 27. What we’re going to do togetherWhile I’m blathering on...Think about a problem you have.Then think of a possible solution a brand could offer -could be a product, a service, an experience.You’re going to pitch your idea at the end.Well - about 12 of you are.You’ll get :30 to pitch it.
  • 28. What we’re going to do togetherWhile I’m blathering on...Think about a problem you have.Then think of a possible solution a brand could offer -could be a product, a service, an experience.You’re going to pitch your idea at the end.Well - about 12 of you are.You’ll get :30 to pitch it.Just FYI. :)
  • 29. What we’re going to do together
  • 30. What we’re going to do togetherThen we’re going to vote on those ideas.
  • 31. What we’re going to do togetherThen we’re going to vote on those ideas.We’re going to generate a model for 6 of them.
  • 32. What we’re going to do togetherThen we’re going to vote on those ideas.We’re going to generate a model for 6 of them.And you’re going to have to leave the buildingand (uh oh!) talk to at least 5 people.
  • 33. What I promised...
  • 34. What I promised...
  • 35. But then...
  • 36. But then...
  • 37. But then... 3,377 hits so far
  • 38. So.No “insights”.
  • 39. Anyway...What is lean?
  • 40. Principles of Lean Start-upsContinuous customer interactionRevenue goals from day oneNo scaling until revenueAssume customer and features are unknownsLow burn by design, not crisis
  • 41. Well, when youput it that way...
  • 42. Requirements Design Implementation Testing Maintenance
  • 43. The results for start-ups:High burn rateSwinging for the fencesFull management teamsAssuming the customer is knownAssuming the features are knownAssuming growth happens by execution
  • 44. Seem familiar? Client Brief Research Creative Brief Creative Development Production Media!
  • 45. The results for agencies:High burn rateSwinging for the fencesThrowing people at the problemAssuming the target is knownAssuming the messages/media are knownAssuming growth happens by execution
  • 46. “The best place to get started making things is to solve your own problems.”Noah Brier, Percolate http://www.slideshare.net/nbrier/thinking-about-innovation
  • 47. So, where are the lean agencies? http://theleanstartup.com/
  • 48. Can there be only one? http://www.madebymany.com
  • 49. Lots of people aretalking about it...Do Agencies Need to GoogleThink Like Software #Firestarters: Companies? Agile Planning
  • 50. But they can startto sound like this.
  • 51. Prototype!Iterate!#Buildshit!
  • 52. Creative Briefs?
  • 53. We have an ownership problem.The client owns the brand.Accounts owns the client.Planning owns the brief.Creative owns the idea.
  • 54. Client Brief Research Creative Brief Creative Development Production Media!
  • 55. by Th -p eClient Brief ro cre du a ct tive of b Research th rie is f pr is oc a es Creative Brief s. Creative Development Production Media!
  • 56. “Stop communicating products & start making communication products.”Gareth Kay, Goodby http://www.slideshare.net/garethk/postdigitalbriefs2-august-2010
  • 57. The brief is not the product.
  • 58. The brief is not the product. The campaign is the product.
  • 59. You can’t do it alone.Planners, like start-up founders, can’t do itall themselves.You need co-founders.Creative and technical co-founders.
  • 60. Remember.Our product is the campaign.Our economic buyer is the client.Our end user is the customer.So we have to design with both in mind.
  • 61. What’s a lean brief?
  • 62. What’s a lean brief? It’s not just ‘quick to make & quick to change’
  • 63. Let’s focus.
  • 64. Let’s focus.The problem facing a lean planner is not‘what about the creative brief’?
  • 65. Let’s focus.The problem facing a lean planner is not‘what about the creative brief’?It’s ‘how do we seek an effective campaign modelwith as little waste as possible?’
  • 66. Let’s focus.The problem facing a lean planner is not‘what about the creative brief’?It’s ‘how do we seek an effective campaign modelwith as little waste as possible?’Or, ‘how do we build the minimal experience orutility that makes the most difference for ourclient’s customer (and therefore our client’sbusiness) in the short term, that we can scale?’
  • 67. Learning.Understanding. Empathy.
  • 68. Prototyping. Testing.“Existing companies executebusiness models, while startupssearch for a business model.”— Steve Blank Discovery.
  • 69. “We always have a vision that is clearly articulated, big enough to matter & shared by the whole team. “Our goal is always to discover which aspects of this vision are grounded in reality & adapt those aspects that are not.”The ‘brief’... Planning! http://www.startuplessonslearned.com/
  • 70. Customer Discovery With thanks to Steve Blank
  • 71. The client brief isjust one input tocampaign model seeking. It’s not the Bible.
  • 72. 5 steps
  • 73. Step 0
  • 74. Get buy-in.
  • 75. Get buy-in.Together with clients, we start with setting amission - why are we about to spend all thismoney?
  • 76. Get buy-in.Together with clients, we start with setting amission - why are we about to spend all thismoney?Then, we establish our values: we embrace theimportance of learning, discovery & failure.
  • 77. Get buy-in.Together with clients, we start with setting amission - why are we about to spend all thismoney?Then, we establish our values: we embrace theimportance of learning, discovery & failure.Finally, we commit to the mission and ourvalues, by budgeting for it with time & cash.
  • 78. Step 1
  • 79. Start guessing.
  • 80. Start guessing.Again, with clients, we generatehypotheses.
  • 81. Start guessing.Again, with clients, we generatehypotheses.About who the customer for thisproduct or brand is.
  • 82. Start guessing.Again, with clients, we generatehypotheses.About who the customer for thisproduct or brand is.About what matters to them andhow they live their lives.
  • 83. Start guessing.Again, with clients, we generatehypotheses.About who the customer for thisproduct or brand is.About what matters to them andhow they live their lives.About how we can create
  • 84. Write your guesses down.
  • 85. Write your guesses down.About your customer and their problem or desire.
  • 86. Write your guesses down.About your customer and their problem or desire.About what to make (the campaign).
  • 87. Write your guesses down.About your customer and their problem or desire.About what to make (the campaign).About where to place or build the campaign.
  • 88. Write your guesses down.About your customer and their problem or desire.About what to make (the campaign).About where to place or build the campaign.About how you’ll get people there.
  • 89. Write your guesses down.About your customer and their problem or desire.About what to make (the campaign).About where to place or build the campaign.About how you’ll get people there.About what the market is like.
  • 90. Write your guesses down.About your customer and their problem or desire.About what to make (the campaign).About where to place or build the campaign.About how you’ll get people there.About what the market is like.About who your true competitors are.
  • 91. Step 2
  • 92. Get out of the building.
  • 93. Talk to people.Not a lot. 5-10.Not in a facility. This ain’tNot through a recruiter. market research, so we don’t have to beNot the perfect ‘respondent.’ science-y.
  • 94. In fact...
  • 95. In fact...After 3 people, prioritize your top 3 issues orquestions.
  • 96. In fact...After 3 people, prioritize your top 3 issues orquestions.After 5 people, start asking new questions.
  • 97. In fact...After 3 people, prioritize your top 3 issues orquestions.After 5 people, start asking new questions.This isn’t about approval.
  • 98. In fact...After 3 people, prioritize your top 3 issues orquestions.After 5 people, start asking new questions.This isn’t about approval.It’s about learning.
  • 99. Step 3
  • 100. Be honest.
  • 101. Be honest.Are these really your customers?
  • 102. Be honest. Are these really your customers?Is their problem really painful, or their desire really strong? Does it even exist?
  • 103. Be honest. Are these really your customers?Is their problem really painful, or their desire really strong? Does it even exist? Are they really making decisions the way you thought?
  • 104. Be honest. Are these really your customers?Is their problem really painful, or their desire really strong? Does it even exist? Are they really making decisions the way you thought?What do you need to change?
  • 105. A reality check.
  • 106. A reality check.Talk to your co-founders.
  • 107. A reality check.Talk to your co-founders.Do you need to seek other customers thatare a better fit?
  • 108. A reality check.Talk to your co-founders.Do you need to seek other customers thatare a better fit?Do you need to rethink your positioning?
  • 109. A reality check.Talk to your co-founders.Do you need to seek other customers thatare a better fit?Do you need to rethink your positioning?Is it possible to give people what they want?
  • 110. A reality check.Talk to your co-founders.Do you need to seek other customers thatare a better fit?Do you need to rethink your positioning?Is it possible to give people what they want?Do you need to start over?
  • 111. Step 4
  • 112. Repeat.
  • 113. Repeat. Learn
  • 114. Repeat. Learn Build
  • 115. Repeat. LearnMeasure Build
  • 116. Campaign Model GenerationWith apologies to Business Model Generation http://www.businessmodelgeneration.com/
  • 117. Remember: It’s our job to seek thecampaign model With as little waste as possible.
  • 118. http://www.businessmodelgeneration.com/ http://thestartuptoolkit.com/
  • 119. http://www.businessmodelgeneration.com/ http://thestartuptoolkit.com/
  • 120. Our client’s customers, prospects, and their influencers or gatekeepershttp://www.businessmodelgeneration.com/ http://thestartuptoolkit.com/
  • 121. Our client’s Solving a customers, problem prospects, and their Satisfying a influencers or need gatekeepershttp://www.businessmodelgeneration.com/ http://thestartuptoolkit.com/
  • 122. Branded experiences & utilities Our client’s Solving a customers, problem prospects, and their Satisfying a influencers or need gatekeepershttp://www.businessmodelgeneration.com/ http://thestartuptoolkit.com/
  • 123. Branded experiences & utilities Our client’s Solving a customers, problem prospects, and their Satisfying a influencers or need gatekeepers People Software & APIs The client’s product or brand equityhttp://www.businessmodelgeneration.com/ http://thestartuptoolkit.com/
  • 124. Branded experiences & utilities Our client’s Solving a customers, problem prospects, and their Satisfying a influencers or need gatekeepers People Paid, earned & owned media Software & APIs Distribution & The client’s product sales or brand equityhttp://www.businessmodelgeneration.com/ http://thestartuptoolkit.com/
  • 125. Time, place & Branded tone experiences & utilities Our client’s Interactions & Solving a touch-points customers, problem prospects, and their Satisfying a influencers or need gatekeepers People Paid, earned & owned media Software & APIs Distribution & The client’s product sales or brand equityhttp://www.businessmodelgeneration.com/ http://thestartuptoolkit.com/
  • 126. Time, place & Branded tone experiences & Freelancers utilities Interactions & Our client’s Solving a touch-points customers, Production Houses problem prospects, and their Media publishers Satisfying a influencers or need gatekeepers Clients People Paid, earned & owned media Software & APIs Distribution & The client’s product sales or brand equityhttp://www.businessmodelgeneration.com/ http://thestartuptoolkit.com/
  • 127. Time, place & Branded tone experiences & Freelancers utilities Interactions & Our client’s Solving a touch-points customers, Production Houses problem prospects, and their Media publishers Satisfying a influencers or need gatekeepers Clients People Paid, earned & owned media Software & APIs Distribution & The client’s product sales or brand equity Pass-through costs Salaries & operating expenseshttp://www.businessmodelgeneration.com/ http://thestartuptoolkit.com/
  • 128. Time, place & Branded tone experiences & Freelancers utilities Interactions & Our client’s Solving a touch-points customers, Production Houses problem prospects, and their Media publishers Satisfying a influencers or need gatekeepers Clients People Paid, earned & owned media Software & APIs Distribution & The client’s product sales or brand equity Client pays for strategy, development, implementation, media/hosting, testing Pass-through costs and iteration Salaries & operating expenses What if you could invent new revenue streams for your agency or client?http://www.businessmodelgeneration.com/ http://thestartuptoolkit.com/
  • 129. This is the new ‘brief’ “I don’t need any more ideas. We’ve got plenty of ideas. I need to know what to make.”
  • 130. Prototype & Iterate
  • 131. What’s a prototype?It’s not a finished product.It can be a drawing.Or a description.It’s enough for people to react to.
  • 132. Why prototype?Because, otherwise, we’re still justguessing.
  • 133. What’s iterating?It’s not starting over.It’s not doing something else.It’s not adding on features.It’s evolving, refining, maximizing,optimizing...
  • 134. The goal isn’t perfection.The goal is the minimum you can make or dothat provides the most perceived benefit tothe customer, and is different enough fromother options they know about. (MVP)Good enough might actually be good enough.
  • 135. A note on pivots
  • 136. Lean Pirates &Agile Ninjas talkabout ‘pivoting’ a lot
  • 137. Pivoting isn’t a goal.It’s a necessity.
  • 138. It happens whenyou’ve done all youcan with the 1st idea.
  • 139. And you make theintuitive leap to abetter one.
  • 140. Where does thisintuition come from?
  • 141. Empathy & Discovery. Planning!
  • 142. Empathy & Discovery. Learn Planning!
  • 143. Empathy & Discovery. Learn Build Planning!
  • 144. Empathy & Discovery. Learn Measure Build Planning!
  • 145. Mahalo.
  • 146. Your turn.1. Pitch - 12 ideas, :302. Vote - for great ideas, not just good friends.3. Join a team - be balanced, play fair.4. Generate hypotheses.5. Get out of the building.6. What was your idea, did you find customers?