Aloha.
@farrahbostic#planningness
i’ve been a...
i’ve been a... copywriter               website maker               account planner               brand strategist        ...
This place pays me to be a Group Planning Director
But what I do is make digital    things for clients...   that are increasinglycentered on mobile & social       experiences.
I’m a little bitof an adland nerd.
I’m a little bitof an adland nerd.So bear with me.
Adland 1.0:Persuasion & Positioning
Adland 2.0:Culture & Emotion
Adland 3.0Participation
Adland 4.0?    APIs
LEGO: They give you the parts,  you decide what to make
Apple: A tightly controlledproduct & brand that you can    project yourself onto
Think of brands as APIs, &platforms as middleware
How do we createAPI-like things for the  brands we serve?
Our business: Ads.Commissioned by clients.Designed by agencies.Executed by vendors.We know what they’re for.We know when t...
A quick horror    story.
“You need to add value to peoples lives,                       not just expect them to participate                       b...
I  Start-upsI pitched at StartUp Weekend inNYC last fall and learned a lot abouthow people get from an idea to aprototype...
What we’re going to do together
What we’re going to do togetherWhile I’m blathering on...
What we’re going to do togetherWhile I’m blathering on...Think about a problem you have.
What we’re going to do togetherWhile I’m blathering on...Think about a problem you have.Then think of a possible solution ...
What we’re going to do togetherWhile I’m blathering on...Think about a problem you have.Then think of a possible solution ...
What we’re going to do togetherWhile I’m blathering on...Think about a problem you have.Then think of a possible solution ...
What we’re going to do togetherWhile I’m blathering on...Think about a problem you have.Then think of a possible solution ...
What we’re going to do togetherWhile I’m blathering on...Think about a problem you have.Then think of a possible solution ...
What we’re going to do together
What we’re going to do togetherThen we’re going to vote on those ideas.
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.
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 y...
What I promised...
What I promised...
But then...
But then...
But then...              3,377 hits so far
So.No “insights”.
Anyway...What is lean?
Principles of Lean Start-upsContinuous customer interactionRevenue goals from day oneNo scaling until revenueAssume custom...
Well, when youput it that way...
Requirements          Design               Implementation                          Testing                                ...
The results for start-ups:High burn rateSwinging for the fencesFull management teamsAssuming the customer is knownAssuming...
Seem familiar?  Client Brief            Research                 Creative Brief                         Creative Developme...
The results for agencies:High burn rateSwinging for the fencesThrowing people at the problemAssuming the target is knownAs...
“The best place to get started                 making things is to solve your                 own problems.”Noah Brier, Pe...
So, where are the lean      agencies?                   http://theleanstartup.com/
Can there be only one?                   http://www.madebymany.com
Lots of people aretalking about it...Do Agencies Need to       GoogleThink Like Software   #Firestarters:   Companies?    ...
But they can startto sound like this.
Prototype!Iterate!#Buildshit!
Creative Briefs?
We have an ownership problem.The client owns the brand.Accounts owns the client.Planning owns the brief.Creative owns the ...
Client Brief               Research                    Creative Brief                            Creative Development     ...
by Th                                       -p eClient Brief                             ro cre                           ...
“Stop communicating                     products & start making                     communication products.”Gareth Kay, Go...
The brief is not the     product.
The brief is not the     product.  The campaign is the product.
You can’t do it alone.Planners, like start-up founders, can’t do itall themselves.You need co-founders.Creative and techni...
Remember.Our product is the campaign.Our economic buyer is the client.Our end user is the customer.So we have to design wi...
What’s a lean brief?
What’s a lean brief? It’s not just ‘quick to make & quick to change’
Let’s focus.
Let’s focus.The problem facing a lean planner is not‘what about the creative brief’?
Let’s focus.The problem facing a lean planner is not‘what about the creative brief’?It’s ‘how do we seek an effective camp...
Let’s focus.The problem facing a lean planner is not‘what about the creative brief’?It’s ‘how do we seek an effective camp...
Learning.Understanding.     Empathy.
Prototyping.                        Testing.“Existing companies executebusiness models, while startupssearch for a busines...
“We always have a vision that is  clearly articulated, big enough to  matter & shared by the whole team.  “Our goal is alw...
Customer Discovery   With thanks to Steve Blank
The client brief isjust one input tocampaign model     seeking.             It’s not the Bible.
5 steps
Step 0
Get buy-in.
Get buy-in.Together with clients, we start with setting amission - why are we about to spend all thismoney?
Get buy-in.Together with clients, we start with setting amission - why are we about to spend all thismoney?Then, we establ...
Get buy-in.Together with clients, we start with setting amission - why are we about to spend all thismoney?Then, we establ...
Step 1
Start guessing.
Start guessing.Again, with clients, we generatehypotheses.
Start guessing.Again, with clients, we generatehypotheses.About who the customer for thisproduct or brand is.
Start guessing.Again, with clients, we generatehypotheses.About who the customer for thisproduct or brand is.About what ma...
Start guessing.Again, with clients, we generatehypotheses.About who the customer for thisproduct or brand is.About what ma...
Write your guesses down.
Write your guesses down.About your customer and their problem or desire.
Write your guesses down.About your customer and their problem or desire.About what to make (the campaign).
Write your guesses down.About your customer and their problem or desire.About what to make (the campaign).About where to p...
Write your guesses down.About your customer and their problem or desire.About what to make (the campaign).About where to p...
Write your guesses down.About your customer and their problem or desire.About what to make (the campaign).About where to p...
Write your guesses down.About your customer and their problem or desire.About what to make (the campaign).About where to p...
Step 2
Get out of the building.
Talk to people.Not a lot. 5-10.Not in a facility.                                     This ain’tNot through a recruiter.  ...
In fact...
In fact...After 3 people, prioritize your top 3 issues orquestions.
In fact...After 3 people, prioritize your top 3 issues orquestions.After 5 people, start asking new questions.
In fact...After 3 people, prioritize your top 3 issues orquestions.After 5 people, start asking new questions.This isn’t a...
In fact...After 3 people, prioritize your top 3 issues orquestions.After 5 people, start asking new questions.This isn’t a...
Step 3
Be honest.
Be honest.Are these really your         customers?
Be honest.         Are these really your                  customers?Is their problem really painful,  or their desire real...
Be honest.         Are these really your                  customers?Is their problem really painful,  or their desire real...
Be honest.         Are these really your                  customers?Is their problem really painful,  or their desire real...
A reality check.
A reality check.Talk to your co-founders.
A reality check.Talk to your co-founders.Do you need to seek other customers thatare a better fit?
A reality check.Talk to your co-founders.Do you need to seek other customers thatare a better fit?Do you need to rethink y...
A reality check.Talk to your co-founders.Do you need to seek other customers thatare a better fit?Do you need to rethink y...
A reality check.Talk to your co-founders.Do you need to seek other customers thatare a better fit?Do you need to rethink y...
Step 4
Repeat.
Repeat.   Learn
Repeat.   Learn           Build
Repeat.             LearnMeasure                     Build
Campaign Model  GenerationWith apologies to Business Model Generation                              http://www.businessmode...
Remember:   It’s our job to         seek thecampaign model  With as little waste as possible.
http://www.businessmodelgeneration.com/   http://thestartuptoolkit.com/
http://www.businessmodelgeneration.com/   http://thestartuptoolkit.com/
Our client’s                                                  customers,                                                  ...
Our client’s                                          Solving a                                                           ...
Branded                        experiences &                        utilities                                Our client’s ...
Branded                        experiences &                        utilities                                      Our cli...
Branded                        experiences &                        utilities                                             ...
Time, place &                        Branded                                tone                        experiences &     ...
Time, place &                        Branded                                tone                        experiences &   Fr...
Time, place &                          Branded                               tone                          experiences &  ...
Time, place &                          Branded                                  tone                          experiences ...
This is the new ‘brief’       “I don’t need any more ideas.       We’ve got plenty of ideas.       I need to know what to ...
Prototype & Iterate
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.
Why prototype?Because, otherwise, we’re still justguessing.
What’s iterating?It’s not starting over.It’s not doing something else.It’s not adding on features.It’s evolving, refining,...
The goal isn’t perfection.The goal is the minimum you can make or dothat provides the most perceived benefit tothe custome...
A note on pivots
Lean Pirates &Agile Ninjas talkabout ‘pivoting’ a lot
Pivoting isn’t a goal.It’s a necessity.
It happens whenyou’ve done all youcan with the 1st idea.
And you make theintuitive leap to abetter one.
Where does thisintuition come from?
Empathy & Discovery.     Planning!
Empathy & Discovery.          Learn     Planning!
Empathy & Discovery.          Learn                  Build     Planning!
Empathy & Discovery.             Learn   Measure                     Build        Planning!
Mahalo.
Your turn.1. Pitch - 12 ideas, :302. Vote - for great ideas, not just good friends.3. Join a team - be balanced, play fair...
How to do lean planning
How to do lean planning
How to do lean planning
How to do lean planning
How to do lean planning
How to do lean planning
How to do lean planning
How to do lean planning
How to do lean planning
How to do lean planning
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How to do lean planning

  1. 1. Aloha.
  2. 2. @farrahbostic#planningness
  3. 3. i’ve been a...
  4. 4. i’ve been a... copywriter website maker account planner brand strategist qualitative researcher innovation specialist entrepreneur
  5. 5. This place pays me to be a Group Planning Director
  6. 6. But what I do is make digital things for clients... that are increasinglycentered on mobile & social experiences.
  7. 7. I’m a little bitof an adland nerd.
  8. 8. I’m a little bitof an adland nerd.So bear with me.
  9. 9. Adland 1.0:Persuasion & Positioning
  10. 10. Adland 2.0:Culture & Emotion
  11. 11. Adland 3.0Participation
  12. 12. Adland 4.0? APIs
  13. 13. LEGO: They give you the parts, you decide what to make
  14. 14. Apple: A tightly controlledproduct & brand that you can project yourself onto
  15. 15. Think of brands as APIs, &platforms as middleware
  16. 16. How do we createAPI-like things for the brands we serve?
  17. 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. 18. A quick horror story.
  19. 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. 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. 21. What we’re going to do together
  22. 22. What we’re going to do togetherWhile I’m blathering on...
  23. 23. What we’re going to do togetherWhile I’m blathering on...Think about a problem you have.
  24. 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. 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. 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. 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. 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. 29. What we’re going to do together
  30. 30. What we’re going to do togetherThen we’re going to vote on those ideas.
  31. 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. 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. 33. What I promised...
  34. 34. What I promised...
  35. 35. But then...
  36. 36. But then...
  37. 37. But then... 3,377 hits so far
  38. 38. So.No “insights”.
  39. 39. Anyway...What is lean?
  40. 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. 41. Well, when youput it that way...
  42. 42. Requirements Design Implementation Testing Maintenance
  43. 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. 44. Seem familiar? Client Brief Research Creative Brief Creative Development Production Media!
  45. 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. 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. 47. So, where are the lean agencies? http://theleanstartup.com/
  48. 48. Can there be only one? http://www.madebymany.com
  49. 49. Lots of people aretalking about it...Do Agencies Need to GoogleThink Like Software #Firestarters: Companies? Agile Planning
  50. 50. But they can startto sound like this.
  51. 51. Prototype!Iterate!#Buildshit!
  52. 52. Creative Briefs?
  53. 53. We have an ownership problem.The client owns the brand.Accounts owns the client.Planning owns the brief.Creative owns the idea.
  54. 54. Client Brief Research Creative Brief Creative Development Production Media!
  55. 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. 56. “Stop communicating products & start making communication products.”Gareth Kay, Goodby http://www.slideshare.net/garethk/postdigitalbriefs2-august-2010
  57. 57. The brief is not the product.
  58. 58. The brief is not the product. The campaign is the product.
  59. 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. 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. 61. What’s a lean brief?
  62. 62. What’s a lean brief? It’s not just ‘quick to make & quick to change’
  63. 63. Let’s focus.
  64. 64. Let’s focus.The problem facing a lean planner is not‘what about the creative brief’?
  65. 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. 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. 67. Learning.Understanding. Empathy.
  68. 68. Prototyping. Testing.“Existing companies executebusiness models, while startupssearch for a business model.”— Steve Blank Discovery.
  69. 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. 70. Customer Discovery With thanks to Steve Blank
  71. 71. The client brief isjust one input tocampaign model seeking. It’s not the Bible.
  72. 72. 5 steps
  73. 73. Step 0
  74. 74. Get buy-in.
  75. 75. Get buy-in.Together with clients, we start with setting amission - why are we about to spend all thismoney?
  76. 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. 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. 78. Step 1
  79. 79. Start guessing.
  80. 80. Start guessing.Again, with clients, we generatehypotheses.
  81. 81. Start guessing.Again, with clients, we generatehypotheses.About who the customer for thisproduct or brand is.
  82. 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. 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. 84. Write your guesses down.
  85. 85. Write your guesses down.About your customer and their problem or desire.
  86. 86. Write your guesses down.About your customer and their problem or desire.About what to make (the campaign).
  87. 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. 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. 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. 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. 91. Step 2
  92. 92. Get out of the building.
  93. 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. 94. In fact...
  95. 95. In fact...After 3 people, prioritize your top 3 issues orquestions.
  96. 96. In fact...After 3 people, prioritize your top 3 issues orquestions.After 5 people, start asking new questions.
  97. 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. 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. 99. Step 3
  100. 100. Be honest.
  101. 101. Be honest.Are these really your customers?
  102. 102. Be honest. Are these really your customers?Is their problem really painful, or their desire really strong? Does it even exist?
  103. 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. 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. 105. A reality check.
  106. 106. A reality check.Talk to your co-founders.
  107. 107. A reality check.Talk to your co-founders.Do you need to seek other customers thatare a better fit?
  108. 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. 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. 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. 111. Step 4
  112. 112. Repeat.
  113. 113. Repeat. Learn
  114. 114. Repeat. Learn Build
  115. 115. Repeat. LearnMeasure Build
  116. 116. Campaign Model GenerationWith apologies to Business Model Generation http://www.businessmodelgeneration.com/
  117. 117. Remember: It’s our job to seek thecampaign model With as little waste as possible.
  118. 118. http://www.businessmodelgeneration.com/ http://thestartuptoolkit.com/
  119. 119. http://www.businessmodelgeneration.com/ http://thestartuptoolkit.com/
  120. 120. Our client’s customers, prospects, and their influencers or gatekeepershttp://www.businessmodelgeneration.com/ http://thestartuptoolkit.com/
  121. 121. Our client’s Solving a customers, problem prospects, and their Satisfying a influencers or need gatekeepershttp://www.businessmodelgeneration.com/ http://thestartuptoolkit.com/
  122. 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. 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. 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. 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. 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. 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. 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. 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. 130. Prototype & Iterate
  131. 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. 132. Why prototype?Because, otherwise, we’re still justguessing.
  133. 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. 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. 135. A note on pivots
  136. 136. Lean Pirates &Agile Ninjas talkabout ‘pivoting’ a lot
  137. 137. Pivoting isn’t a goal.It’s a necessity.
  138. 138. It happens whenyou’ve done all youcan with the 1st idea.
  139. 139. And you make theintuitive leap to abetter one.
  140. 140. Where does thisintuition come from?
  141. 141. Empathy & Discovery. Planning!
  142. 142. Empathy & Discovery. Learn Planning!
  143. 143. Empathy & Discovery. Learn Build Planning!
  144. 144. Empathy & Discovery. Learn Measure Build Planning!
  145. 145. Mahalo.
  146. 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?
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