Startupsare more likefrogs than fish
Startups arelearningorganisations.
2 stages of learningDiscovery     Validation
A man wakes up,turns on the radio,goes upstairs, turnson the light, and killshimself.Why?
(picture of wedding ring forcommitment)1. best: take their money2.okay: take their email with permission to contact them  ...
2 stages of learningDiscovery     Validation
2 stages of learningLearn       Confirm
2 stages of learningAsk           Sell
Do we understand  this industry?Does anyone care at all?
Are we buildingDo we understand      the right  this industry?      product?Does anyone Will anyone care at all? pay for it?
❝    Build something    people want!          Paul Graham                        ❞          @paulg
Anyone will tell you your ideais great if you annoy them forlong enough
Dear Mom,Don’t youthink I’mgreat?Love,Your son
But, everybody will lie to you        (not just mom)
The mom testTalk about their life,   Future-tensenot your idea            opinions are liesAsk about specifics       You ga...
Good or bad questions?
❝ Do you think it’s a good idea?                      ❞      Us
❝ Do you think it’s a good idea?                      ❞      Us
❝ Would you buy a  product which solved  this problem?                         ❞        Us
❝ Would you buy a  product which solved  this problem?                         ❞        Us
❝    How do you currently    deal with this problem?                              ❞          Us
❝    How do you currently    deal with this problem?                              ❞          Us
When does this problem pop up?What makes it challenging, time-consuming, wasteful, unpredictable?
Recording interviews.Person   Obstacle   Goal   Solution   Job   Excited   Remiss   UpsetPair. One interviewer, one noteta...
❝ Talk me through the last  time you had this  problem                             ❞         Us
❝ Talk me through the last  time you had this  problem                             ❞         Us
Please show me how you... Pleasetell me what... I’m trying to learn...Please help me understand... Can Iask why? Can you p...
❝ How much would you pay for this?                     ❞      Us
❝ How much would you pay for this?                     ❞      Us
❝    How much money does    this problem cost you?                             ❞          Us
❝    How much money does    this problem cost you?                             ❞          Us
❝ Is there a budget for it?                  ❞      Us
❝ Is there a budget for it?                  ❞      Us
If this were free, what would need tohappen before you could really startusing it?
❝ Who else should I talk to?                     ❞      Us
❝ Who else should I talk to?                     ❞      Us
Opinions are worthless!
2 stages of learningDiscovery     Validation
So, we had a meeting!
❝ Sounds great. I love it!                    ❞      Claudia
❝ Sounds great. I love it!                    ❞      Claudia
❝    Brilliant -- let me know    when it launches!                               ❞           Jeremy
❝    Brilliant -- let me know    when it launches!                               ❞           Jeremy
Compliment+ Stalling tactic   ------------------They don’t care:(
❝ 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.                           ❞         Jeremy
Partialcommitment...                ...what needs to                   happen to get                      the intro?
❝ I would definitely buy that!                      ❞      Claudia
❝ I would definitely buy that!                      ❞      Claudia
DANGER!!Good signal, butif you mis-read ityou will loseeverything
Meetings succeedwhen they committo the next step
Examples ofadvancement> Permission to contact again> Clear next meeting> Introduction to decision-maker> Commitment to run...
Real learning comes from...    Facts      Commitment
It helps to pre-plan the big 3questions you need to answer
LeancampWhat awareness channels can we partner with?What do people learn at Leancamp that they apply?What do famous though...
Tweetable TextHow do authors pre-build their customer list?How do authors test copy and learn about their readers?How do a...
What are you Big 3 right now?What does it really need to do for you?How do you describe the problem - the job?Where are pe...
Learn, then confirm - eleven
Learn, then confirm - eleven
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Learn, then confirm - eleven

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  • Learn, then confirm - eleven

    1. 1. Startupsare more likefrogs than fish
    2. 2. Startups arelearningorganisations.
    3. 3. 2 stages of learningDiscovery Validation
    4. 4. A man wakes up,turns on the radio,goes upstairs, turnson the light, and killshimself.Why?
    5. 5. (picture of wedding ring forcommitment)1. best: take their money2.okay: take their email with permission to contact them Image by wstryder
    6. 6. 2 stages of learningDiscovery Validation
    7. 7. 2 stages of learningLearn Confirm
    8. 8. 2 stages of learningAsk Sell
    9. 9. Do we understand this industry?Does anyone care at all?
    10. 10. Are we buildingDo we understand the right this industry? product?Does anyone Will anyone care at all? pay for it?
    11. 11. ❝ Build something people want! Paul Graham ❞ @paulg
    12. 12. Anyone will tell you your ideais great if you annoy them forlong enough
    13. 13. Dear Mom,Don’t youthink I’mgreat?Love,Your son
    14. 14. But, everybody will lie to you (not just mom)
    15. 15. The mom testTalk about their life, Future-tensenot your idea opinions are liesAsk about specifics You gain nothingin the past by convincing them
    16. 16. Good or bad questions?
    17. 17. ❝ Do you think it’s a good idea? ❞ Us
    18. 18. ❝ Do you think it’s a good idea? ❞ Us
    19. 19. ❝ Would you buy a product which solved this problem? ❞ Us
    20. 20. ❝ Would you buy a product which solved this problem? ❞ Us
    21. 21. ❝ How do you currently deal with this problem? ❞ Us
    22. 22. ❝ How do you currently deal with this problem? ❞ Us
    23. 23. When does this problem pop up?What makes it challenging, time-consuming, wasteful, unpredictable?
    24. 24. Recording interviews.Person Obstacle Goal Solution Job Excited Remiss UpsetPair. One interviewer, one notetaker.One phrase per card.Use the icons as your record notes.
    25. 25. ❝ Talk me through the last time you had this problem ❞ Us
    26. 26. ❝ Talk me through the last time you had this problem ❞ Us
    27. 27. Please show me how you... Pleasetell me what... I’m trying to learn...Please help me understand... Can Iask why? Can you please tell memore about that?
    28. 28. ❝ How much would you pay for this? ❞ Us
    29. 29. ❝ How much would you pay for this? ❞ Us
    30. 30. ❝ How much money does this problem cost you? ❞ Us
    31. 31. ❝ How much money does this problem cost you? ❞ Us
    32. 32. ❝ Is there a budget for it? ❞ Us
    33. 33. ❝ Is there a budget for it? ❞ Us
    34. 34. If this were free, what would need tohappen before you could really startusing it?
    35. 35. ❝ Who else should I talk to? ❞ Us
    36. 36. ❝ Who else should I talk to? ❞ Us
    37. 37. Opinions are worthless!
    38. 38. 2 stages of learningDiscovery Validation
    39. 39. So, we had a meeting!
    40. 40. ❝ Sounds great. I love it! ❞ Claudia
    41. 41. ❝ Sounds great. I love it! ❞ Claudia
    42. 42. ❝ Brilliant -- let me know when it launches! ❞ Jeremy
    43. 43. ❝ Brilliant -- let me know when it launches! ❞ Jeremy
    44. 44. Compliment+ Stalling tactic ------------------They don’t care:(
    45. 45. ❝ There are a couple people I can intro you to, when you’re ready. ❞ Jeremy
    46. 46. ❝ There are a couple people I can intro you to, when you’re ready. ❞ Jeremy
    47. 47. Partialcommitment... ...what needs to happen to get the intro?
    48. 48. ❝ I would definitely buy that! ❞ Claudia
    49. 49. ❝ I would definitely buy that! ❞ Claudia
    50. 50. DANGER!!Good signal, butif you mis-read ityou will loseeverything
    51. 51. Meetings succeedwhen they committo the next step
    52. 52. Examples ofadvancement> Permission to contact again> Clear next meeting> Introduction to decision-maker> Commitment to run a trial> Pre-purchase
    53. 53. Real learning comes from... Facts Commitment
    54. 54. It helps to pre-plan the big 3questions you need to answer
    55. 55. LeancampWhat awareness channels can we partner with?What do people learn at Leancamp that they apply?What do famous thought-leaders get out of conferences?
    56. 56. Tweetable TextHow 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?
    57. 57. What are you Big 3 right now?What does it really need to do for you?How do you describe the problem - the job?Where are people actively seeking a solution?Tweetable TextHow 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? Take 3 minutes to write them down. Are they to learn or confirm?
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