Creativity As Iterative Process
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Creativity As Iterative Process






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Creativity As Iterative Process Presentation Transcript

  • 1. Creativity as an Iterative Process Prepared for MGT150 Technology Management UC Davis, Feb 2010
  • 2. Yee Lee Product Manager Investor/Advisor Entrepreneur In Residence
  • 3. Surgeon General's Warning: This talk primary applies to consumer internet companies.
  • 4. ls ia ces t Tr por acti Br t-pr d ok te es Sup gB ea Ch alle er rmin ep nge in nsto g rai R B Freedom Encouragement rsity Risk-t Dive aking es tiv en I nc CREATIVITY THEORY
  • 5. Umm, why are we doing this?
  • 6. Why not just start here?
  • 7. Creative Business Tasks Business planning Market-entry segmentation Product/website information architecture Marketing call-to-action content Choosing a color pallet How to implement a query function How to keep your team motivated Common characteristics ● Non-deterministic impact on business goal ● No clear “correct” a priori solution
  • 8. How to manage and evaluate creativity in dynamic businesses? ● Partial/ambiguous goals ● Unbounded solution space
  • 9. Evolutionary Strategies Iteration & Learning Diversity Increments & Revolutions Think: loops, not linear flows
  • 10. YOU ARE HERE
  • 11. Jump forward? Look for mines? Step left? Shout for help? If (slope > 0) {1 step forward} Else {rotate 30 right}
  • 12. Wireless Data Encryption Financial Data Encryption Wireless Money Transfers Email Payments Email Payments for eBay Sellers ???
  • 13. Desktop Realtime Photosharing Desktop Newsticker Screensaver Screensaver Newsticker Desktop Games Chat MySpace Photosharing Facebook Apps ???
  • 14. Value of Creativity Diversity of testable ideas → provable or negatable Impactful, normative tests e.g., “double-down” or “fold”
  • 15. Testing Concepts Test vs. Control (A/B split tests) Measurable outcomes (analytics) Statistical significance (Chi square) Cohort analysis Competitive benchmarking
  • 16. Crap. Now what?
  • 17. Creative Advantage Pace Run quick & cheap experiments Fast decision-making Consistency Repeatable experimental process Willingness to drop losing ideas Motivation High morale, despite repeated failure Incentives and games
  • 18. Rapid Iteration Resources Steve Blank Four Steps to the Epiphany (available on Eric Reis Sean Ellis Google: “customer development” “lean startup” “minimum viable product”
  • 19. Creativity as an Iterative Process