Visions for Founders


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Visions for Founders

  1. 1. Visions for Founders BY GABRIEL YORAN
  2. 2. Be a great place to work where people are inspired to be the best they can be. Bring to the world a portfolio of quality products that anticipate and satisfy peoples desires and needs.Nurture a winning network of customers and suppliers, together we create mutual, enduring value. Be a responsible citizen that makes a difference by helping build and support sustainable communities.Maximize long-term return to shareowners while being mindful of our overall responsibilities.Be a highly effective, lean and fast-moving organization.
  3. 3. Whose vision is this?
  4. 4. The Coca-Cola Company
  5. 5. This is total bullshit.
  6. 6. Vision (and Mission).Do you need these?
  7. 7. A suggestion for how tocome up with a concretevision for a founder.
  8. 8. “By the end of the decade, we will put a man on the moon.” John F. Kennedy, 1962“A computer on every desk and in every home.” Bill Gates, 1980
  9. 9. These visions say whatneeds to be done, but theydon’t say why.They are ideological.
  10. 10. “We will go to the moon to prove that democracy is better than communism.”“We must have a computer on every desk because then we have a lot of operating systems to sell.”
  11. 11. You are about to found acompany.You need to have an idea ofthe future.You DO NOT need ideology.
  12. 12. A computer on every deskdoes not say why it is goodto have one there.
  13. 13. But the „why?“ is important - especially for founders!
  14. 14. How to come up with a helpful vision. A simple two-stepapproach for founders.
  15. 15. 1.Why are you doing what you do? 2.What is your proposition?
  16. 16. When operations is onhow we do someting, andmanagement is aboutwhat we do, then vision iswhy we do it.
  17. 17. The first part of your visionis about why you foundedyour company.
  18. 18. Why did you found your company?
  19. 19. It’s not just great ideas thatmake great entrepreneurs.It’s endurance.
  20. 20. But how do you endure?
  21. 21. „The best reason to start an organizationis to make meaning. Meaning is notabout money, fame or power. Instead,meaning is about making the world abetter place, increasing the quality of life,righting a wrong and preventing goodfrom ending.“Guy Kawasaki
  22. 22. Even if you fail, at least youfailed doing the right thing.
  23. 23. So your vision should explainwhy you are working on theright thing.
  24. 24. The second part of thevision is about yourproposition.
  25. 25. Why do you need aproposition?
  26. 26. Lack of focus can kill astartup. You cannot beeverything to everyone.
  27. 27. You will run into situationswhere you will have tomake decisions.
  28. 28. Decisions always need tobe made when they can’tbe made.
  29. 29. So you will need a guidelinethat you can refer to.(„Why are we here again?“)
  30. 30. A proposition is NOT aslogan, it is not a catchyclaim you can use in ads.It is a clear and truedescription of your offering.
  31. 31. First, find the core of youroffering, of yourproposition.
  32. 32. The core is theirreducible
  33. 33. Hide data in plain sight.First version in 1997: Couldonly hide one file at a time.No folders, no hard disks, nonothing.
  34. 34. In the light of an imminentencryption ban:„Encryption is just notenough, hide your data“James-Bond-like UX
  35. 35. Vision & Mission:Encryption is not enough.Steganos makes easy-to-use privacy softwarefor consumers.
  36. 36. Interesting people nearby.First version in 2007:People in a list - no maps.Only one photo per user.
  37. 37. Vision & Mission:A world with aka-akiwould be more social.aka-aki helps making thediscovery of a lifetime.
  38. 38. A helpful vision is a goodreason why you are doingsomething plus what youare doing exactly.
  39. 39. It’s meaning plusimplementation.
  40. 40. meaning isThe in the irreducible
  41. 41. They call it the„value proposition“
  42. 42. Someone must be incharge of every word in theValue Proposition.
  43. 43. Easy to use N Concept/UX/Supportprivacy software N Development for consumers N Sales/Mktg
  44. 44. 1.Why are you doing what you do? 2.What is your proposition?
  45. 45. Put these two points in two sentences. Put people in charge.Measure their performance.
  46. 46. Use your vision as a guideline, as a template.But: Be open for emergent strategies.
  47. 47. There will be weak signals you will need to listen to. They could becomestronger and render your vision useless.
  48. 48. Microsoft does not want tohave a computer on every desktop today.
  49. 49. The vision also works as a cornerstone for yourpositioning and branding. (Next week)
  50. 50. Homework:Why did you found your company?What is your proposition?
  51. 51. Thank you Gabriel Yoran@gabrielberlin