Do less   entrepreneurs first
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  • \n
  • [Success is likely going to be a matter of learning to be *extremely* effective with your time and resources. Having too much to throw at the problem will prevent you from achieving that efficiency. ]\n
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  • [There are many paths to your vision, and if you get stuck on one that doesn’t work, you’re probably committing your vision to failure.]\n
  • [Leancamp’s goal can be achieved in various ways. So to make it easier to run, we kept trying different ways to do less.]\n
  • Groupspaces and students. iWeb in cafes, then hotels. [The hard part about being all things to all people isn’t always what you do or what features you build - it’s often how you communicate your value.]\n
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  • [If you’re trying to learn from a customer group and getting mixed signals, ask yourself if you’re actually talking to multiple segments. How can you split them up? Would that make the feedback more consistent?]\n
  • \n
  • [If you’re learning from customers but still suffering from a lack of direction, being pickier about your target customer might help focus.]\n
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  • [The Customer Value Map is a tool to help zoom-in to the connection between customer segments and value propositions in a business model. In this workshop, we use it to explore the life of our target customer so we can identify better, more specific segments.]\n
  • [The Customer Value Map is a tool to help zoom-in to the connection between customer segments and value propositions in a business model. In this workshop, we use it to explore the life of our target customer so we can identify better, more specific segments.]\n
  • [The Customer Value Map is a tool to help zoom-in to the connection between customer segments and value propositions in a business model. In this workshop, we use it to explore the life of our target customer so we can identify better, more specific segments.]\n
  • [The Customer Value Map is a tool to help zoom-in to the connection between customer segments and value propositions in a business model. In this workshop, we use it to explore the life of our target customer so we can identify better, more specific segments.]\n
  • [The Customer Value Map is a tool to help zoom-in to the connection between customer segments and value propositions in a business model. In this workshop, we use it to explore the life of our target customer so we can identify better, more specific segments.]\n
  • [The Customer Value Map is a tool to help zoom-in to the connection between customer segments and value propositions in a business model. In this workshop, we use it to explore the life of our target customer so we can identify better, more specific segments.]\n
  • [The Customer Value Map is a tool to help zoom-in to the connection between customer segments and value propositions in a business model. In this workshop, we use it to explore the life of our target customer so we can identify better, more specific segments.]\n
  • [The Customer Value Map is a tool to help zoom-in to the connection between customer segments and value propositions in a business model. In this workshop, we use it to explore the life of our target customer so we can identify better, more specific segments.]\n
  • [The Customer Value Map is a tool to help zoom-in to the connection between customer segments and value propositions in a business model. In this workshop, we use it to explore the life of our target customer so we can identify better, more specific segments.]\n
  • \n
  • [Let’s look at an example based on a side project of mine. A bit of code I wrote for my blog that I open-sourced. It takes sentences on your blog, and makes them tweetable.]\n
  • [This is easier to understand when I explain in person, but effectively we start with “bloggers” as the target customer, and realise that bloggers have slightly different pain points around tweeting new posts, and getting people to share stuff in their archive, then looking at what jobs the bloggers are doing, and what they stand to gain, we see that some blog to sell and others for influence. Realising that the “competition” to blogging can be public speaking or book writing, we identify a clearer target customer, authors who are using their blog to test content for an unwritten book.]\n
  • [This is easier to understand when I explain in person, but effectively we start with “bloggers” as the target customer, and realise that bloggers have slightly different pain points around tweeting new posts, and getting people to share stuff in their archive, then looking at what jobs the bloggers are doing, and what they stand to gain, we see that some blog to sell and others for influence. Realising that the “competition” to blogging can be public speaking or book writing, we identify a clearer target customer, authors who are using their blog to test content for an unwritten book.]\n
  • [This is easier to understand when I explain in person, but effectively we start with “bloggers” as the target customer, and realise that bloggers have slightly different pain points around tweeting new posts, and getting people to share stuff in their archive, then looking at what jobs the bloggers are doing, and what they stand to gain, we see that some blog to sell and others for influence. Realising that the “competition” to blogging can be public speaking or book writing, we identify a clearer target customer, authors who are using their blog to test content for an unwritten book.]\n
  • [This is easier to understand when I explain in person, but effectively we start with “bloggers” as the target customer, and realise that bloggers have slightly different pain points around tweeting new posts, and getting people to share stuff in their archive, then looking at what jobs the bloggers are doing, and what they stand to gain, we see that some blog to sell and others for influence. Realising that the “competition” to blogging can be public speaking or book writing, we identify a clearer target customer, authors who are using their blog to test content for an unwritten book.]\n
  • [This is easier to understand when I explain in person, but effectively we start with “bloggers” as the target customer, and realise that bloggers have slightly different pain points around tweeting new posts, and getting people to share stuff in their archive, then looking at what jobs the bloggers are doing, and what they stand to gain, we see that some blog to sell and others for influence. Realising that the “competition” to blogging can be public speaking or book writing, we identify a clearer target customer, authors who are using their blog to test content for an unwritten book.]\n
  • [This is easier to understand when I explain in person, but effectively we start with “bloggers” as the target customer, and realise that bloggers have slightly different pain points around tweeting new posts, and getting people to share stuff in their archive, then looking at what jobs the bloggers are doing, and what they stand to gain, we see that some blog to sell and others for influence. Realising that the “competition” to blogging can be public speaking or book writing, we identify a clearer target customer, authors who are using their blog to test content for an unwritten book.]\n
  • [This is easier to understand when I explain in person, but effectively we start with “bloggers” as the target customer, and realise that bloggers have slightly different pain points around tweeting new posts, and getting people to share stuff in their archive, then looking at what jobs the bloggers are doing, and what they stand to gain, we see that some blog to sell and others for influence. Realising that the “competition” to blogging can be public speaking or book writing, we identify a clearer target customer, authors who are using their blog to test content for an unwritten book.]\n
  • [This is easier to understand when I explain in person, but effectively we start with “bloggers” as the target customer, and realise that bloggers have slightly different pain points around tweeting new posts, and getting people to share stuff in their archive, then looking at what jobs the bloggers are doing, and what they stand to gain, we see that some blog to sell and others for influence. Realising that the “competition” to blogging can be public speaking or book writing, we identify a clearer target customer, authors who are using their blog to test content for an unwritten book.]\n
  • [This is easier to understand when I explain in person, but effectively we start with “bloggers” as the target customer, and realise that bloggers have slightly different pain points around tweeting new posts, and getting people to share stuff in their archive, then looking at what jobs the bloggers are doing, and what they stand to gain, we see that some blog to sell and others for influence. Realising that the “competition” to blogging can be public speaking or book writing, we identify a clearer target customer, authors who are using their blog to test content for an unwritten book.]\n
  • [This is easier to understand when I explain in person, but effectively we start with “bloggers” as the target customer, and realise that bloggers have slightly different pain points around tweeting new posts, and getting people to share stuff in their archive, then looking at what jobs the bloggers are doing, and what they stand to gain, we see that some blog to sell and others for influence. Realising that the “competition” to blogging can be public speaking or book writing, we identify a clearer target customer, authors who are using their blog to test content for an unwritten book.]\n
  • [This is easier to understand when I explain in person, but effectively we start with “bloggers” as the target customer, and realise that bloggers have slightly different pain points around tweeting new posts, and getting people to share stuff in their archive, then looking at what jobs the bloggers are doing, and what they stand to gain, we see that some blog to sell and others for influence. Realising that the “competition” to blogging can be public speaking or book writing, we identify a clearer target customer, authors who are using their blog to test content for an unwritten book.]\n
  • [This is easier to understand when I explain in person, but effectively we start with “bloggers” as the target customer, and realise that bloggers have slightly different pain points around tweeting new posts, and getting people to share stuff in their archive, then looking at what jobs the bloggers are doing, and what they stand to gain, we see that some blog to sell and others for influence. Realising that the “competition” to blogging can be public speaking or book writing, we identify a clearer target customer, authors who are using their blog to test content for an unwritten book.]\n
  • [This is easier to understand when I explain in person, but effectively we start with “bloggers” as the target customer, and realise that bloggers have slightly different pain points around tweeting new posts, and getting people to share stuff in their archive, then looking at what jobs the bloggers are doing, and what they stand to gain, we see that some blog to sell and others for influence. Realising that the “competition” to blogging can be public speaking or book writing, we identify a clearer target customer, authors who are using their blog to test content for an unwritten book.]\n
  • [This is easier to understand when I explain in person, but effectively we start with “bloggers” as the target customer, and realise that bloggers have slightly different pain points around tweeting new posts, and getting people to share stuff in their archive, then looking at what jobs the bloggers are doing, and what they stand to gain, we see that some blog to sell and others for influence. Realising that the “competition” to blogging can be public speaking or book writing, we identify a clearer target customer, authors who are using their blog to test content for an unwritten book.]\n
  • [This is easier to understand when I explain in person, but effectively we start with “bloggers” as the target customer, and realise that bloggers have slightly different pain points around tweeting new posts, and getting people to share stuff in their archive, then looking at what jobs the bloggers are doing, and what they stand to gain, we see that some blog to sell and others for influence. Realising that the “competition” to blogging can be public speaking or book writing, we identify a clearer target customer, authors who are using their blog to test content for an unwritten book.]\n
  • [This is easier to understand when I explain in person, but effectively we start with “bloggers” as the target customer, and realise that bloggers have slightly different pain points around tweeting new posts, and getting people to share stuff in their archive, then looking at what jobs the bloggers are doing, and what they stand to gain, we see that some blog to sell and others for influence. Realising that the “competition” to blogging can be public speaking or book writing, we identify a clearer target customer, authors who are using their blog to test content for an unwritten book.]\n
  • [This is easier to understand when I explain in person, but effectively we start with “bloggers” as the target customer, and realise that bloggers have slightly different pain points around tweeting new posts, and getting people to share stuff in their archive, then looking at what jobs the bloggers are doing, and what they stand to gain, we see that some blog to sell and others for influence. Realising that the “competition” to blogging can be public speaking or book writing, we identify a clearer target customer, authors who are using their blog to test content for an unwritten book.]\n
  • [This is easier to understand when I explain in person, but effectively we start with “bloggers” as the target customer, and realise that bloggers have slightly different pain points around tweeting new posts, and getting people to share stuff in their archive, then looking at what jobs the bloggers are doing, and what they stand to gain, we see that some blog to sell and others for influence. Realising that the “competition” to blogging can be public speaking or book writing, we identify a clearer target customer, authors who are using their blog to test content for an unwritten book.]\n

Do less entrepreneurs first Presentation Transcript

  • 1. Not enough time?Not enough money?
  • 2. Do less.
  • 3. Grow with efficiency.
  • 4. 3 ways toDo Less. Limiting work-in-progress. Letting go. Being picky about your first customers.
  • 5. Limit your work in progress.
  • 6. TenacityGood for vision,inventing and improving.Bad for getting stuck onspecifics that don’t work.
  • 7. Early traction.
  • 8. Earlyvangelists Have the problem Know they have the problem! Have budget to solve it. Have looked for a solution. Have tried to build a solution.
  • 9. Choose yourcustomer.
  • 10. Vaguecustomerdefinitions.
  • 11. Multiple customer definitions.
  • 12. Is this conversation useful?
  • 13. Lack of direction.
  • 14. Clear definitions speed progress.
  • 15. Specific definitionsallow for validation or invalidation.
  • 16. Zoom in!Find early adopters.Find specific customers.Specific value propositions aremore compelling and help youget early traction.(Thanks to Alex Osterwalder and Brant Cooper -this workshop is based on their work.)
  • 17. Take a look at thecustomers’ worldLooking at different aspects oftheir lives, we’ll examine our ownbeliefs about them, who they are– and if they really exist, how toframe our value in their context.
  • 18. Jobs-to-be-doneObstaclesGoals &gainsCurrentSolution
  • 19. Drill-down questionsJobs-to-be-doneObstaclesGoals &gainsCurrentSolution
  • 20. Drill-down questionsJobs-to-be-done What’s the root cause?ObstaclesGoals &gainsCurrentSolution
  • 21. Drill-down questionsJobs-to-be-done What’s the root cause? Why is this the case? What bigger job, problem or gain does this fit into?ObstaclesGoals &gainsCurrentSolution
  • 22. Drill-down questionsJobs-to-be-done What’s the root cause? Why is this the case? What bigger job, problem or gain does this fit into?Obstacles Can this be split up into different types?Goals &gainsCurrentSolution
  • 23. Drill-down questionsJobs-to-be-done What’s the root cause? Why is this the case? What bigger job, problem or gain does this fit into?Obstacles Can this be split up into different types? Are there different types of this job, or different types of this pain-point?Goals &gainsCurrentSolution
  • 24. Drill-down questionsJobs-to-be-done What’s the root cause? Why is this the case? What bigger job, problem or gain does this fit into?Obstacles Can this be split up into different types? Are there different types of this job, or different types of this pain-point?Goals & Does this relationship exist every time?gainsCurrentSolution
  • 25. Drill-down questionsJobs-to-be-done What’s the root cause? Why is this the case? What bigger job, problem or gain does this fit into?Obstacles Can this be split up into different types? Are there different types of this job, or different types of this pain-point?Goals & Does this relationship exist every time?gains eg. Does everyone who chooses this solution have the same obstacles?CurrentSolution
  • 26. Drill-down questionsJobs-to-be-done What’s the root cause? Why is this the case? What bigger job, problem or gain does this fit into?Obstacles Can this be split up into different types? Are there different types of this job, or different types of this pain-point?Goals & Does this relationship exist every time?gains eg. Does everyone who chooses this solution have the same obstacles? Are there particular customers that matchCurrent these new groups?Solution
  • 27. Drill-down questionsJobs-to-be-done What’s the root cause? Why is this the case? What bigger job, problem or gain does this fit into?Obstacles Can this be split up into different types? Are there different types of this job, or different types of this pain-point?Goals & Does this relationship exist every time?gains eg. Does everyone who chooses this solution have the same obstacles? Are there particular customers that matchCurrent these new groups?Solution Can you define that customer segment in one word? Are they “a thing?” Are they easily findable?
  • 28. How deep do you go? Until you have short, understandable customer segments, identifyable as real types of people (not attributes), that you know where to find. Until you have a customer segment that is specific enough to give you a falsifiable hypothesis.
  • 29. Customer Goals & gains Segments BloggersJobs-to-be-done Current solutions Obstacles
  • 30. Customer Goals & gains Segments BloggersJobs-to-be-done Current solutions Obstacles Posts get no love!
  • 31. Customer Goals & gains Segments Bloggers Bad bloggersJobs-to-be-done Current solutions Obstacles Posts get no love!
  • 32. Customer Goals & gains Segments Bloggers Bad bloggersJobs-to-be-done Current solutions Obstacles Posts get no love! Archives get no love!
  • 33. Customer Goals & gains Segments Bloggers Bad bloggers Bloggers w/Jobs-to- archivesbe-done Current solutions Obstacles Posts get no love! Archives get no love!
  • 34. Customer Goals & gains Segments Bloggers Bad bloggers Bloggers w/ Jobs-to- archives be-done Current solutionsGettingtraffic Obstacles Posts get no love! Archives get no love!
  • 35. Customer Goals & gains Audience Segments Bloggers Bad bloggers Bloggers w/ Jobs-to- archives be-done Current solutionsGettingtraffic Obstacles Posts get no love! Archives get no love!
  • 36. Customer Goals & gains Audience Segments Customer base Bloggers Bad bloggers Bloggers w/ Jobs-to- archives be-done Current solutionsGettingtraffic Obstacles Posts get no love! Archives get no love!
  • 37. Customer Goals & gains Audience Segments Customer base Bloggers Bad bloggers Bloggers w/ Jobs-to- archives be-done Current solutions Bloggers w/Getting customerstraffic Obstacles Posts get no love! Archives get no love!
  • 38. Customer Goals & gains Audience Segments Customer base Bloggers Influence Bad bloggers Bloggers w/ Jobs-to- archives be-done Current solutions Bloggers w/Getting customerstraffic Obstacles Posts get no love! Archives get no love!
  • 39. Customer Goals & gains Audience Segments Customer base Bloggers Influence Bad bloggers Bloggers w/ Jobs-to- archives be-done Current solutions Bloggers w/Getting customerstraffic Obstacles Bloggers who want Posts get no love! influence Archives get no love!
  • 40. Customer Goals & gains Audience Segments Customer base Bloggers Influence Bad bloggers Bloggers w/ Jobs-to- archives be-done Current solutions Bloggers w/Getting customerstraffic Obstacles Bloggers who want Posts get no love! influence Speakers! Archives get no love!
  • 41. Customer Goals & gains Audience Segments Customer base Bloggers Influence Bad bloggers Bloggers w/ Jobs-to- archives be-done Current solutions Bloggers w/Getting customerstraffic Doing talks Obstacles Bloggers who want Posts get no love! influence Speakers! Archives get no love!
  • 42. Customer Goals & gains Audience Segments Customer base Bloggers Influence Bad bloggers Bloggers w/ Jobs-to- archives be-done Current solutions Bloggers w/Getting customerstraffic Doing talks Obstacles Bloggers who want Writing books influence Posts get no love! Speakers! Archives get no love!
  • 43. Customer Goals & gains Audience Segments Customer base Bloggers Influence Bad bloggers Bloggers w/ Jobs-to- archives be-done Current solutions Bloggers w/Getting customerstraffic Doing talks Obstacles Bloggers who want Writing books influence Posts get no love! Speakers! Archives get no love! Authors!
  • 44. Customer Goals & gains Audience Segments Customer base Bloggers Influence Bad bloggers Bloggers w/ Jobs-to- archives be-done Current solutions Bloggers w/Getting customerstraffic Doing talks Obstacles Bloggers who want Writing books influence Posts get no love! Guest posts Speakers! Archives get no love! Authors!
  • 45. Customer Goals & gains Audience Segments Customer base Bloggers Influence Bad bloggers Bloggers w/ Jobs-to- archives be-done Current solutions Bloggers w/Getting customerstraffic Doing talks Obstacles Bloggers who want Writing books influenceGet Posts get no love!conversations Guest posts Speakers! Archives get nogoing love! Authors!
  • 46. Customer Goals & gains Audience Segments Customer base Bloggers Influence Bad bloggers Understanding Bloggers w/ Jobs-to- archives be-done Current solutions Bloggers w/Getting customerstraffic Doing talks Obstacles Bloggers who want Writing books influenceGet Posts get no love!conversations Guest posts Speakers! Archives get nogoing love! Authors!
  • 47. Customer Goals & gains Audience Segments Customer base Bloggers Influence Bad bloggers Understanding Bloggers w/ Jobs-to- archives be-done Current solutions Bloggers w/Getting customerstraffic Doing talks Obstacles Bloggers who want Writing books influenceGet Posts get no love!conversations Guest posts Speakers! Archives get nogoing love! Authors! Authors starting a book