Lean Startup Principles
Do not open the kit until I say GO!
Build the tallest freestanding structure.
The entire marshmallow must be on the very
t...
“I wish I knew that sooner.”
Our job is to bring
ourselves the bad
news sooner.
Care too much about their ideas,
and look for certainty in process.
1st timers
Care too much about their ideas,
and look for certainty in process.
1st timers
Care more about opportunity cost,
and look ...
Build
Learn
Measure
Principles,
not process.
Principles
Iteration
Do Less
Improve the big picture
Learn, then confirm
Course-correction
Agency
5 startups
Leancamp
Salim Virani
Rob Fitzpatrick
Y Combinator
Startup Toolkit
The Mom Test
I know this. I don’t know this.
I know this. I think I know this.
Our learning
goals today.
POST
UP
Do less.
Don’t work hard to
mask your inefficiency.
Not enough time?
Not enough money?
Grow with efficiency.
How to Do Less.
Time limits.
Letting go.
Being picky about customers.
Multiplying deliberately.
Limiting work-in-progress.
Inside the
building -
Use a timer.
DISCUSSION
Good for vision,
inventing and improving.
Bad for getting stuck on
specifics that don’t work.
Tenacity
Balancing focus &
opportunity
What I
can do
What I’ve
got
Small partnerships.
Affordable Loss.
Grow like weeds!
Spring up in unexpected places.
Grow quickly, or die and move on.
0
10
100
1,000
10,000
100,000
1,000,000
10,000,000
Add a zero
Is this conversation useful?
Early traction.
Earlyvangelists
Have the problem
Know they have the problem!
Have budget to solve it.
Have looked for a solution.
Have tri...
Slicing off segments
They are real people (not attributes!)
It’s clear where to find them.
You’ll walk away if they aren’t ...
Choose your
customer.
Lack of direction.
Vague customer definitions.
Multiple customer definitions.
Specific definitions
allow for validation or invalidation.
And that speeds progress.
Take a look at the
customers’ world
Looking at different aspects of
their lives, we’ll examine our
own beliefs about them,...
Find early adopters.
Find specific customers.
Specific value propositions are
more compelling and help you
get early tractio...
Product Market
Action Customer
Jobs Obstacles Goals Current
Solution
Customer Slicing
Decision
Trigger
Interest
Trigger
EXERCISE
Jobs Obstacles Goals Current
Solution
Customer Slicing
Decision
Trigger
Interest
Trigger
How deep do you go?
EXERCISE
Jobs Obstacles Goals Current
Solution
Customer Slicing
Decision
Trigger
Interest
Trigger
How deep do you go?
They are real...
Jobs Obstacles Goals Current
Solution
Customer Slicing
Decision
Trigger
Interest
Trigger
How deep do you go?
They are real...
Jobs Obstacles Goals Current
Solution
Customer Slicing
Decision
Trigger
Interest
Trigger
How deep do you go?
They are real...
Limit your
work in progress.
Seeing the
big picture.
7 Domains
Growth Engines
Business Model Design
Big Picture
Lenses
7 ways to die.
Choose none.
IndustryMarket
Macro
Micro
Trends
Connections
Alignment Skills
Establishment
Customer
Need &
Behaviour
Lock-in &
copyabili...
Sticky
Paid Acquisition
Viral
Understanding growth
Growth Engines,
from The Lean Startup
by Eric Ries
DISCUSSION
Business
Model
Design
Navigating through options, hypotheses
& environmental changes.
Understanding dynamics between
parts & articulating a clea...
Faster production
Production
Clothing
labels &
distributors
Faster production
Production
Clothing
labels &
distributors
Faster tomarket
Faster production
Production
Clothing
labels &
distributors
Faster tomarket
Faster production
Production
Production fees
Faster production
Production
Designers
Consumers
Fan Base
Faster production
Production
Designers
Consumers
Fan Base
You design -
we do the rest.
Faster production
Production
Pool of talent
Designers
Consumers
Fan Base
You design -
we do the rest.
Faster production
Production
Online
tools
Pool of talent
Designers
Consumers
Fan Base
You design -
we do the rest.
Faster production
Production
Personal
support
Online
tools
Pool ...
Designers
Consumers
Fan BaseFacebookFacebook
You design -
we do the rest.
Faster production
Production
Personal
support
On...
Designers
Consumers
Fan Base
Selling Clothes
FacebookFacebook
You design -
we do the rest.
Faster production
Production
Pe...
Designers
Consumers
Fan Base
Selling Clothes
FacebookFacebook
You design -
we do the rest.
Faster production
Production
Pe...
Designers
Consumers
Fan Base
Selling Clothes
FacebookFacebook
You design -
we do the rest.
Faster production
Production
Pe...
Good for vision,
inventing and improving.
Bad for getting stuck on
specifics that don’t work.
Tenacity
Platform Platform
Platform Platform
Mass customisation
Value-based
pricing
App sale +
in-app purchase
Subscription
Transactional
Multi-sided...
Startups are
learning
organisations.
2 stages of learning
Discovery Validation
2 stages of learning
Learn Confirm
2 stages of learning
Ask Sell
2 stages of learning
Observe Experiment
Does anyone
care at all?
Do we understand
the industry?
Does anyone
care at all?
Do we understand
the industry?
Will any
pay for it?
Are we building
the right product?
Image by wstryderImage by wstryder
Image by wstryderImage by wstryder
A customer wakes up,
turns on their computer,
logs in to their email
using a new program
they use and love.
Their free tri...
Where is
the love?
Anyone will tell you that your
idea is great if you annoy
them long enough.
Dear Mom,
Don’t you think
I’m great?
Love,
Your son
Actually, not just your mom lies.
Your customers are full of shit too.
www.foundercentric.com
Past, not future
Fact, not opinion
Specifics, not general
(Talk about their life, not your idea.)
The Mom Test
Good or bad questions?
❝
❞
Do you think it’s
a good idea?
❝
❞
Do you think it’s
a good idea?
❝
❞
Would you buy a
product which solved
this problem?
❝
❞
Would you buy a
product which solved
this problem?
❝
❞
How do you currently
deal with this problem?
❝
❞
How do you currently
deal with this problem?
❝
❞
How have you dealt
with this problem?
❝
❞
When does this
problem pop up?
❝
❞
When does this
problem pop up?
❝
❞
When’s the last time
that happened?
❝
❞
What makes this time-
consuming or go off-
track?
❝
❞
What makes this time-
consuming or go off-
track?
❝
❞
Has this ever been more
time-consuming than
normal or gone off-track?
How’s it going with .... ?
Interesting. Tell me more about that.
Can we go back to what you were
saying about...?
Hi.
www....
❝
❞
Please show me
how you...
❝
❞
Please show me
how you...
❝
❞
Please tell me how...
I’m trying to learn how
you...
❝
❞
Please tell me how...
I’m trying to learn how
you...
❝
❞
Talk me through the last
time you had this
problem.
❝
❞
Talk me through the last
time you had this
problem.
❝
❞
What did you try
to do about it?
❝
❞
What did you try
to do about it?
Their words - not yours!
One phrase per card.
Pair. One interviewer, one notetaker.
Recording the
right stuff.
Person Job Problem Measure Solution Excited Guilty Upset
Important signals
❝
❞
Please help me
understand...
❝
❞
Please help me
understand...
❝
❞
How much would
you pay for this?
❝
❞
How much would
you pay for this?
❝
❞
Can I ask why?
❝
❞
Can I ask why?
❝
❞
Talk me through
how you decide.
❝
❞
Talk me through
how you decide.
❝
❞
Talk me through
how you decided.
❝
❞
How much money does
this problem cost you?
❝
❞
How much money does
this problem cost you?
❝
❞
How much money does
this problem cost you?
❝
❞
How much should
we charge?
❝
❞
How much should
we charge?
❝
❞
What’s your
budget?
❝
❞
What’s your
budget?
❝
❞
How soon can
you start?
❝
❞
How soon can
you start?
❝
❞
What would need to
happen before you could
really start using it?
❝
❞
What would need to
happen before you could
really start using it?
❝
❞
Ever had any problems or
delays getting something
like this going/bought?
❝
❞
Who else
should I talk to?
❝
❞
Who else
should I talk to?
Opinions are worthless.
Always know your
big 3 questions.
Tweetable Text
How do authors pre-build their customer list?
How do authors test copy and learn about their readers?
How d...
Leancamp
What awareness channels can we partner with?
What do people learn at Leancamp that they apply?
What do famous tho...
What are your Big 3 right now?
Does it do what it says on the tin?
Can we make it usable enough?
Do people really, truly w...
2 stages of learning
Discovery Validation
2 stages of learning
Learn Confirm
So, we had a meeting!
❝
❞
Claudia
Sounds great. I
love it!
❝
❞
Claudia
Sounds great. I
love it!
❝
❞
Jeremy
Brilliant -- let me know
when it launches!
❝
❞
Jeremy
Brilliant -- let me know
when it launches!
Compliment?
Stalling tactic?
They don’t care. :(
❝
❞
Jeremy
There are a couple
people I can intro you
to, when you’re ready.
❝
❞
Jeremy
There are a couple
people I can intro you
to, when you’re ready.
Partial commitment?
Validate by going for
full commitment.
❝
❞
Claudia
I would definitely
buy that!
❝
❞
Claudia
I would definitely
buy that!
ANGER!
Meetings succeed when they
advance to the next step.
Examples of
advancement
> Permission to contact again
> Clear next meeting
> Introduction to decision-maker
> Commitment t...
Real learning comes from
Facts Commitment
www.momtestbook.com
www.signal.ly
www.custdevcards.com
Course-correction
“I wish I knew that sooner.”
Building with
a heartbeat.
Build
Learn
Measure
Minimum Viable
What is the minimum thing I need to build
to prove or disprove this?
Pick a
learning goal
What big make-or-break risks
or idea is the one you want to
nail down this week?
(Hint: use the Canva...
Start with your
learning goal.
Pick a learning goal.
Pick a measurement.
Draw your MVP on a blank sheet.
Build
Learn
Measu...
Iteration
Do Less
Improve the big picture
Learn, then confirm
Course-correction
Principles
Build
Learn
Measure
2 stages of learning
Learn Confirm
Make it your own.
So, Prezi goes into
education...
EXERCISE
What are your Big 3 right now?
Does it do what it says on the tin?
Can we make it usable enough?
Do people really, truly w...
2 stages of learning
Learn Confirm
How’s it going with .... ?
Interesting. Tell me more about that.
Can we go back to what you were
saying about...?
Hi.
www....
Person Job Problem Measure Solution Excited Guilty Upset
Their words - not yours!
One phrase per card.
Pair. One interview...
Past, not future
Fact, not opinion
Specifics, not general
(Talk about their life, not your idea.)
The Mom Test
Salim Virani
@SaintSal
salim@foundercentric.com
Rob Fitzpatrick
@robfitz
rob@foundercentric.com
www.foundercentric.com
Than...
Lean startup principles   i catapult
Lean startup principles   i catapult
Lean startup principles   i catapult
Lean startup principles   i catapult
Lean startup principles   i catapult
Lean startup principles   i catapult
Lean startup principles   i catapult
Lean startup principles   i catapult
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Lean startup principles i catapult

  1. 1. Lean Startup Principles
  2. 2. Do not open the kit until I say GO! Build the tallest freestanding structure. The entire marshmallow must be on the very top. You’ll have 18 minutes. Use as much or as little of the kit contents as you want, but nothing else! EXERCISE
  3. 3. “I wish I knew that sooner.”
  4. 4. Our job is to bring ourselves the bad news sooner.
  5. 5. Care too much about their ideas, and look for certainty in process. 1st timers
  6. 6. Care too much about their ideas, and look for certainty in process. 1st timers Care more about opportunity cost, and look for certainty in evidence. Experienced founders
  7. 7. Build Learn Measure
  8. 8. Principles, not process.
  9. 9. Principles Iteration Do Less Improve the big picture Learn, then confirm Course-correction
  10. 10. Agency 5 startups Leancamp Salim Virani
  11. 11. Rob Fitzpatrick Y Combinator Startup Toolkit The Mom Test
  12. 12. I know this. I don’t know this.
  13. 13. I know this. I think I know this.
  14. 14. Our learning goals today. POST UP
  15. 15. Do less.
  16. 16. Don’t work hard to mask your inefficiency.
  17. 17. Not enough time? Not enough money?
  18. 18. Grow with efficiency.
  19. 19. How to Do Less. Time limits. Letting go. Being picky about customers. Multiplying deliberately. Limiting work-in-progress.
  20. 20. Inside the building - Use a timer. DISCUSSION
  21. 21. Good for vision, inventing and improving. Bad for getting stuck on specifics that don’t work. Tenacity
  22. 22. Balancing focus & opportunity
  23. 23. What I can do What I’ve got Small partnerships. Affordable Loss.
  24. 24. Grow like weeds! Spring up in unexpected places. Grow quickly, or die and move on.
  25. 25. 0 10 100 1,000 10,000 100,000 1,000,000 10,000,000 Add a zero
  26. 26. Is this conversation useful?
  27. 27. Early traction.
  28. 28. 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. EXERCISE
  29. 29. Slicing off segments They are real people (not attributes!) It’s clear where to find them. You’ll walk away if they aren’t a good fit. EXERCISE
  30. 30. Choose your customer.
  31. 31. Lack of direction. Vague customer definitions. Multiple customer definitions.
  32. 32. Specific definitions allow for validation or invalidation. And that speeds progress.
  33. 33. Take a look at the customers’ world Looking at different aspects of their lives, we’ll examine our own beliefs about them, who they are – and if they really exist, how to frame our value in their context.
  34. 34. Find early adopters. Find specific customers. Specific value propositions are more compelling and help you get early traction. Specific customer definitions help find them quickly, and point out scalable channels to reach them. Zoom in!
  35. 35. Product Market
  36. 36. Action Customer
  37. 37. Jobs Obstacles Goals Current Solution Customer Slicing Decision Trigger Interest Trigger EXERCISE
  38. 38. Jobs Obstacles Goals Current Solution Customer Slicing Decision Trigger Interest Trigger How deep do you go? EXERCISE
  39. 39. Jobs Obstacles Goals Current Solution Customer Slicing Decision Trigger Interest Trigger How deep do you go? They are real people (not attributes!) EXERCISE
  40. 40. Jobs Obstacles Goals Current Solution Customer Slicing Decision Trigger Interest Trigger How deep do you go? They are real people (not attributes!) It’s clear where to find them. EXERCISE
  41. 41. Jobs Obstacles Goals Current Solution Customer Slicing Decision Trigger Interest Trigger How deep do you go? They are real people (not attributes!) It’s clear where to find them. You’ll walk away if they aren’t a good fit. EXERCISE
  42. 42. Limit your work in progress.
  43. 43. Seeing the big picture.
  44. 44. 7 Domains Growth Engines Business Model Design Big Picture Lenses
  45. 45. 7 ways to die. Choose none.
  46. 46. IndustryMarket Macro Micro Trends Connections Alignment Skills Establishment Customer Need & Behaviour Lock-in & copyability Modified from 7 Domains, From The New Business Road Test, by John Mullins
  47. 47. Sticky Paid Acquisition Viral Understanding growth Growth Engines, from The Lean Startup by Eric Ries DISCUSSION
  48. 48. Business Model Design
  49. 49. Navigating through options, hypotheses & environmental changes. Understanding dynamics between parts & articulating a clear story. Parts Whole Progress Checklists & dashboards1 2 3
  50. 50. Faster production Production
  51. 51. Clothing labels & distributors Faster production Production
  52. 52. Clothing labels & distributors Faster tomarket Faster production Production
  53. 53. Clothing labels & distributors Faster tomarket Faster production Production Production fees
  54. 54. Faster production Production
  55. 55. Designers Consumers Fan Base Faster production Production
  56. 56. Designers Consumers Fan Base You design - we do the rest. Faster production Production Pool of talent
  57. 57. Designers Consumers Fan Base You design - we do the rest. Faster production Production Online tools Pool of talent
  58. 58. Designers Consumers Fan Base You design - we do the rest. Faster production Production Personal support Online tools Pool of talent
  59. 59. Designers Consumers Fan BaseFacebookFacebook You design - we do the rest. Faster production Production Personal support Online tools Pool of talent
  60. 60. Designers Consumers Fan Base Selling Clothes FacebookFacebook You design - we do the rest. Faster production Production Personal support Online tools Pool of talent
  61. 61. Designers Consumers Fan Base Selling Clothes FacebookFacebook You design - we do the rest. Faster production Production Personal support Online tools Pool of talent
  62. 62. Designers Consumers Fan Base Selling Clothes FacebookFacebook You design - we do the rest. Faster production Production Personal support Online tools Pool of talent
  63. 63. Good for vision, inventing and improving. Bad for getting stuck on specifics that don’t work. Tenacity
  64. 64. Platform Platform
  65. 65. Platform Platform Mass customisation Value-based pricing App sale + in-app purchase Subscription Transactional Multi-sided market Licensing Crowdsource Ad-supported Event-supported SaaS Bundling Viral Direct-over-viral Purchase-timing
  66. 66. Startups are learning organisations.
  67. 67. 2 stages of learning Discovery Validation
  68. 68. 2 stages of learning Learn Confirm
  69. 69. 2 stages of learning Ask Sell
  70. 70. 2 stages of learning Observe Experiment
  71. 71. Does anyone care at all? Do we understand the industry?
  72. 72. Does anyone care at all? Do we understand the industry? Will any pay for it? Are we building the right product?
  73. 73. Image by wstryderImage by wstryder
  74. 74. Image by wstryderImage by wstryder
  75. 75. A customer wakes up, turns on their computer, logs in to their email using a new program they use and love. Their free trial is over. The program asks them to pay. They say no. Why? One day... www.foundercentric.com
  76. 76. Where is the love?
  77. 77. Anyone will tell you that your idea is great if you annoy them long enough.
  78. 78. Dear Mom, Don’t you think I’m great? Love, Your son
  79. 79. Actually, not just your mom lies. Your customers are full of shit too. www.foundercentric.com
  80. 80. Past, not future Fact, not opinion Specifics, not general (Talk about their life, not your idea.) The Mom Test
  81. 81. Good or bad questions?
  82. 82. ❝ ❞ Do you think it’s a good idea?
  83. 83. ❝ ❞ Do you think it’s a good idea?
  84. 84. ❝ ❞ Would you buy a product which solved this problem?
  85. 85. ❝ ❞ Would you buy a product which solved this problem?
  86. 86. ❝ ❞ How do you currently deal with this problem?
  87. 87. ❝ ❞ How do you currently deal with this problem?
  88. 88. ❝ ❞ How have you dealt with this problem?
  89. 89. ❝ ❞ When does this problem pop up?
  90. 90. ❝ ❞ When does this problem pop up?
  91. 91. ❝ ❞ When’s the last time that happened?
  92. 92. ❝ ❞ What makes this time- consuming or go off- track?
  93. 93. ❝ ❞ What makes this time- consuming or go off- track?
  94. 94. ❝ ❞ Has this ever been more time-consuming than normal or gone off-track?
  95. 95. How’s it going with .... ? Interesting. Tell me more about that. Can we go back to what you were saying about...? Hi. www.foundercentric.com EXERCISE
  96. 96. ❝ ❞ Please show me how you...
  97. 97. ❝ ❞ Please show me how you...
  98. 98. ❝ ❞ Please tell me how... I’m trying to learn how you...
  99. 99. ❝ ❞ Please tell me how... I’m trying to learn how you...
  100. 100. ❝ ❞ Talk me through the last time you had this problem.
  101. 101. ❝ ❞ Talk me through the last time you had this problem.
  102. 102. ❝ ❞ What did you try to do about it?
  103. 103. ❝ ❞ What did you try to do about it?
  104. 104. Their words - not yours! One phrase per card. Pair. One interviewer, one notetaker. Recording the right stuff.
  105. 105. Person Job Problem Measure Solution Excited Guilty Upset Important signals
  106. 106. ❝ ❞ Please help me understand...
  107. 107. ❝ ❞ Please help me understand...
  108. 108. ❝ ❞ How much would you pay for this?
  109. 109. ❝ ❞ How much would you pay for this?
  110. 110. ❝ ❞ Can I ask why?
  111. 111. ❝ ❞ Can I ask why?
  112. 112. ❝ ❞ Talk me through how you decide.
  113. 113. ❝ ❞ Talk me through how you decide.
  114. 114. ❝ ❞ Talk me through how you decided.
  115. 115. ❝ ❞ How much money does this problem cost you?
  116. 116. ❝ ❞ How much money does this problem cost you?
  117. 117. ❝ ❞ How much money does this problem cost you?
  118. 118. ❝ ❞ How much should we charge?
  119. 119. ❝ ❞ How much should we charge?
  120. 120. ❝ ❞ What’s your budget?
  121. 121. ❝ ❞ What’s your budget?
  122. 122. ❝ ❞ How soon can you start?
  123. 123. ❝ ❞ How soon can you start?
  124. 124. ❝ ❞ What would need to happen before you could really start using it?
  125. 125. ❝ ❞ What would need to happen before you could really start using it?
  126. 126. ❝ ❞ Ever had any problems or delays getting something like this going/bought?
  127. 127. ❝ ❞ Who else should I talk to?
  128. 128. ❝ ❞ Who else should I talk to?
  129. 129. Opinions are worthless.
  130. 130. Always know your big 3 questions.
  131. 131. Tweetable Text How do authors pre-build their customer list? How do authors test copy and learn about their readers? How do authors prioritise their time when writing?
  132. 132. Leancamp What awareness channels can we partner with? What do people learn at Leancamp that they apply? What do famous thought-leaders get out of conferences?
  133. 133. What are your Big 3 right now? Does it do what it says on the tin? Can we make it usable enough? Do people really, truly want it? What could kill you? Take 3 minutes to write them down. Are they to learn or confirm? EXERCISE
  134. 134. 2 stages of learning Discovery Validation
  135. 135. 2 stages of learning Learn Confirm
  136. 136. So, we had a meeting!
  137. 137. ❝ ❞ Claudia Sounds great. I love it!
  138. 138. ❝ ❞ Claudia Sounds great. I love it!
  139. 139. ❝ ❞ Jeremy Brilliant -- let me know when it launches!
  140. 140. ❝ ❞ Jeremy Brilliant -- let me know when it launches!
  141. 141. Compliment? Stalling tactic? They don’t care. :(
  142. 142. ❝ ❞ Jeremy There are a couple people I can intro you to, when you’re ready.
  143. 143. ❝ ❞ Jeremy There are a couple people I can intro you to, when you’re ready.
  144. 144. Partial commitment?
  145. 145. Validate by going for full commitment.
  146. 146. ❝ ❞ Claudia I would definitely buy that!
  147. 147. ❝ ❞ Claudia I would definitely buy that! ANGER!
  148. 148. Meetings succeed when they advance to the next step.
  149. 149. Examples of advancement > Permission to contact again > Clear next meeting > Introduction to decision-maker > Commitment to run a trial > Pre-purchase
  150. 150. Real learning comes from Facts Commitment
  151. 151. www.momtestbook.com www.signal.ly www.custdevcards.com
  152. 152. Course-correction
  153. 153. “I wish I knew that sooner.”
  154. 154. Building with a heartbeat.
  155. 155. Build Learn Measure
  156. 156. Minimum Viable What is the minimum thing I need to build to prove or disprove this?
  157. 157. Pick a learning goal What big make-or-break risks or idea is the one you want to nail down this week? (Hint: use the Canvas or metrics to make sure it’s relevant.) EXERCISE
  158. 158. Start with your learning goal. Pick a learning goal. Pick a measurement. Draw your MVP on a blank sheet. Build Learn Measure
  159. 159. Iteration Do Less Improve the big picture Learn, then confirm Course-correction Principles
  160. 160. Build Learn Measure
  161. 161. 2 stages of learning Learn Confirm
  162. 162. Make it your own.
  163. 163. So, Prezi goes into education... EXERCISE
  164. 164. What are your Big 3 right now? Does it do what it says on the tin? Can we make it usable enough? Do people really, truly want it? What could kill you? Take 3 minutes to write them down. Are they to learn or confirm? EXERCISE
  165. 165. 2 stages of learning Learn Confirm
  166. 166. How’s it going with .... ? Interesting. Tell me more about that. Can we go back to what you were saying about...? Hi. www.foundercentric.com
  167. 167. Person Job Problem Measure Solution Excited Guilty Upset Their words - not yours! One phrase per card. Pair. One interviewer, one notetaker. Recording the right stuff.
  168. 168. Past, not future Fact, not opinion Specifics, not general (Talk about their life, not your idea.) The Mom Test
  169. 169. Salim Virani @SaintSal salim@foundercentric.com Rob Fitzpatrick @robfitz rob@foundercentric.com www.foundercentric.com Thanks!
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