Startupsare more likefrogs than fish
2 stages of learning      1.      2.  Discovery          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 learning      1.      2.  Discovery          Validation
2 stages of learning   “Learn”“Confirm”
2 stages of learning    “Ask”    “Sell”
Do we understandthis industry?    Does  anybody care at all?
Do we          Are we understand building thethis industry? right product?    Does         Will they  anybody care at all?...
❝    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...
❝    Do think it’s a good    idea?                           ❞          Us
❝    Do 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
❝ Talk me through the  last time you had this  problem                           ❞        Us
❝ Talk me through the  last time you had this  problem                           ❞        Us
❝    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
❝    Who else should I talk    to?                             ❞          Us
❝    Who else should I talk    to?                             ❞          Us
Opinions are worthless!
2 stages of learning   “Learn”“Confirm”
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    Facts Commitment
Title Text
It helps to pre-plan the big 3questions you need to answer
My 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?
My 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? ...
Learn & Confirm - Founder-Centric F-Day at UCL SMILE
Learn & Confirm - Founder-Centric F-Day at UCL SMILE
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Learn & Confirm - Founder-Centric F-Day at UCL SMILE

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  • Learn & Confirm - Founder-Centric F-Day at UCL SMILE

    1. 1. Startupsare more likefrogs than fish
    2. 2. 2 stages of learning 1. 2. Discovery Validation
    3. 3. A man wakes up,turns on the radio,goes upstairs, turnson the light, and killshimself.Why?
    4. 4. (picture of wedding ring forcommitment)1. best: take their money2.okay: take their email with permission to contact them Image by wstryder
    5. 5. 2 stages of learning 1. 2. Discovery Validation
    6. 6. 2 stages of learning “Learn”“Confirm”
    7. 7. 2 stages of learning “Ask” “Sell”
    8. 8. Do we understandthis industry? Does anybody care at all?
    9. 9. Do we Are we understand building thethis industry? right product? Does Will they anybody care at all? pay for it?
    10. 10. ❝ Build something people want! Paul Graham ❞ @paulg
    11. 11. Anyone will tell you your ideais great if you annoy them forlong enough
    12. 12. Dear Mom,Don’t youthink I’mgreat?Love,Your son
    13. 13. But, everybody will lie to you (not just mom)
    14. 14. The mom testTalk about their life, Future-tensenot your idea opinions are liesAsk about specifics You gain nothingin the past by convincing them
    15. 15. ❝ Do think it’s a good idea? ❞ Us
    16. 16. ❝ Do think it’s a good idea? ❞ Us
    17. 17. ❝ Would you buy a product which solved this problem? ❞ Us
    18. 18. ❝ Would you buy a product which solved this problem? ❞ Us
    19. 19. ❝ How do you currently deal with this problem? ❞ Us
    20. 20. ❝ How do you currently deal with this problem? ❞ Us
    21. 21. ❝ Talk me through the last time you had this problem ❞ Us
    22. 22. ❝ Talk me through the last time you had this problem ❞ Us
    23. 23. ❝ How much would you pay for this? ❞ Us
    24. 24. ❝ How much would you pay for this? ❞ Us
    25. 25. ❝ How much money does this problem cost you? ❞ Us
    26. 26. ❝ How much money does this problem cost you? ❞ Us
    27. 27. ❝ Is there a budget for it? ❞ Us
    28. 28. ❝ Is there a budget for it? ❞ Us
    29. 29. ❝ Who else should I talk to? ❞ Us
    30. 30. ❝ Who else should I talk to? ❞ Us
    31. 31. Opinions are worthless!
    32. 32. 2 stages of learning “Learn”“Confirm”
    33. 33. So, we had a meeting!
    34. 34. ❝ Sounds great. I love it! ❞ Claudia
    35. 35. ❝ Sounds great. I love it! ❞ Claudia
    36. 36. ❝ Brilliant -- let me know when it launches! ❞ Jeremy
    37. 37. ❝ Brilliant -- let me know when it launches! ❞ Jeremy
    38. 38. Compliment+ Stalling tactic ------------------They don’t care:(
    39. 39. ❝ There are a couple people I can intro you to, when you’re ready. ❞ Jeremy
    40. 40. ❝ There are a couple people I can intro you to, when you’re ready. ❞ Jeremy
    41. 41. Partialcommitment... ...what needs to happen to get the intro?
    42. 42. ❝ I would definitely buy that! ❞ Claudia
    43. 43. ❝ I would definitely buy that! ❞ Claudia
    44. 44. DANGER!!Good signal, butif you mis-read ityou will loseeverything
    45. 45. Meetings succeedwhen they committo the next step
    46. 46. Examples ofadvancement> Permission to contact again> Clear next meeting> Introduction to decision-maker> Commitment to run a trial> Pre-purchase
    47. 47. Real learning comes Facts Commitment
    48. 48. Title Text
    49. 49. It helps to pre-plan the big 3questions you need to answer
    50. 50. My 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?
    51. 51. My 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 are yours? Take 3 minutes to write them down. Are they to learn or confirm?

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