Thinking Different: The tools for better startup ideas The most inspiring ideas are those that connect things that on the surface don’t have much to do with each other. It’s these ideas that create new possibilities and realities within a customer’s mind. Million dollar ideas are born from your own experiences but you need the proper tool set to think differently, obligating your mind to make connections that it habitually doesn’t make. That’s thinking different. This workshop will give you a series of theoretical tools that are utilized in a hands on group exercise where you’ll ideate, find a business model, give and get feedback and finish with a quick pitch of your idea. The workshop is structured to give you order, limits and to feed your natural creativity. At the same time the workshop is structured in 5-10 bursts so that you get accustomed to thinking fast and trusting your first gut instincts. Theory --1----Customer segmentation --2----Problem identification --3----Lean ideas --4----Business model --5----Divergence and combination --6----Differentiation Jimmy does content strategy, planning and execution for companies wanting to astonish their audiences. He's also a YouTuber with a channel of +23k subscribers and 3.5 million views. He’s the Tetuan Valley Whip Master in Barcelona helping startups go from idea to demo in 6 fast and short weeks.

1. JIMMY FLORES
Content Strategy, Planning & Execution
Youtuber
Tetuan Valley Whip Master

2. THINKING DIFFERENT
The tool kit for better startup ideas.

3. THINK DIFFERENT

4. Tool To Think Different
1. KNOW YOUR WHY

5. THERE’S THIS PROBLEM
__________________

6. MASLOW’S
HIERARCHY OF NEEDS
+2

7. 7 LEVELS OF HUMAN NEED
1
Physiological
•
•
•
•
•
Breathing
Eating
Rest
Reproduction
Stability

8. 7 LEVELS OF HUMAN NEED
2
Security
• Physical
• Work
• Resource
s
• Moral
• Family
•
•
•
•
Health
Property
Fear
Social
(group/ tribe)

9. 7 LEVELS OF HUMAN NEED
3
Relationships
• Friendship
• Affection
• Sexual Intimacy

10. 7 LEVELS OF HUMAN NEED
4
Acknowledgement
•
•
•
•
Self-esteem
Confidence
Success
Respect from/towards others

11. 7 LEVELS OF HUMAN NEED
5
Self Actualization
•
•
•
•
•
•
Morality
Creativity
Spontaneity
Without Prejudice
Acceptance
Problem Solving

12. 7 LEVELS OF HUMAN NEED
6
Effect Change
• Change the world
• Correct injustices
• Work as a group

13. 7 LEVELS OF HUMAN NEED
7
Service
• Self realization through
serving others

14. 7 LEVELS OF HUMAN NEED
1
Physiological
2
Security
3
Relationships
4
Acknowledgement
5
Self Actualization
6
Effect Change
7
Service

15. THERE’S THIS PROBLEM
__________________
AND WE SOLVE IT DOING
THIS
__________________

16. OBSESS WITH
IDENTIFYING
IF THE PROBLEM
REALLY EXISTS

17. THEN OBSESS IN
SOLVING
THE PROBLEM

18. Tool To Think Different
2. LEAN IDEAS

19. LEAN
=
IDENTIFY THE ACTIVITIES
THAT ADD VALUE AND THOSE
WHICH ARE WASTES OF
TIME

20. IDEAS
=
VISIONS OF CHANGE
LOOKING FOR A
SUSTAINABLE AND
SCALABLE WAYS TO
SURVIVE

21. 1.
2.
3.
4.
5.
Idea
Hypothesis
MVP
Test
Learn

22. IDEA
Inspiration that you can
improve and create something
superior to any present solution.

23. HYPOTHESIS
A supposition that validates
the assumption posed in your idea.

24. MVP
The minimal solution that
provides value to the customer and
allows you to receive value.

25. TEST
An experiment designed to break
and prove our hypothesis incorrect.

26. LEARN
Positive Results
Negative Results
Do more of that!
Develop more ideas to
validate this result.
Great! Now you know
what not to do. Try again.

27. Idea
Learn
Hypothesis
Test
MVP

28. Tool To Think Different
3. BUSINESS MODEL

29. The solution to a problem
is not the product
it’s the entire business model.
The business model is the product.
-Ash Maurya

30. IDEAS NEED
SUSTAINABLE
& SCALABLE
BUSINESS MODELS

31. BUSINESS MODEL CANVAS

33. VALUE PROPOSITION
Why should people care?
• It’s not about your idea or product.
• Solve a problem, fill a need.
• This is the context that surrounds the
solution.

35. CUSTOMER SEGMENTS
Who are they and why will they buy?
• You exist for they pleasure and
satisfaction.
• Customer personas, arquetypes &
psychographics.

37. CHANNELS
How does your product get to the customers?
•
•
•
•
Internet.
Physical channels.
Retail.
Trunk of a car.

39. CUSTOMER RELATIONSHIPS
How do you get, maintain and grow your customers?
• Customer acquisition funnel.
• Acquisition, Activation, Retention,
Refferall, Revenue

41. REVENUE STREAMS
How do you make money?
• Revenue stream from each customer
segment.
• The value the customer receives.
• How you sell what you offer.

43. KEY RESOURCES
What are your most valuable resources?
• The indispensable resources the business
model needs to funciton.
• Economic (investment/credit)
• Physical (fabrication/machinery)
• Intellectual (patents/people)
• Human (designers/engineers)

45. KEY PARTNERSHIPS
Who are your partners and providers?
• On the shoulders of giants.
• Key resources you can’t do in house.
• Partnerships with non competitors and
coopetition.

47. KEY ACTIVITIES
What’s most important for the business?
• Things and actions needed for the
business model to function.
• Production
• Problem solving (consulting/engineering)
• The bare minimum, start eliminating
activities until the business model breaks.

49. COST STRUCTURE
What are your expenses?
• Costs of sustaining this business model.
• The most important expenses (vitals).
• The most expensive resources and
activities.
• Fixed and variable costs.
• Economies of scale.

50. THIS IS THE PRODUCT

51. Tool To Think Different
4. IDEAS FOR THEM

52. IDEAS TO CAPTIVATE
PEOPLE
IDEAS TO BREAK DOWN
INDIFFERENCE

53. IDEAS FOR PEOPLE
YOU WANT LIKE TO
SPEND YOUR DAYS
WITH?

54. BUILD STUFF FOR
THEM

55. PSYCHOGRAPHI
CS
• Lifestyle

56. PSYCHOGRAPHI
CS
• Lifestyle
• Personality

57. PSYCHOGRAPHI
CS
• Lifestyle
• Personality
• Interests

58. PSYCHOGRAPHI
CS
•
•
•
•
Lifestyle
Personality
Interests
Values

59. PSYCHOGRAPHI
CS
•
•
•
•
•
Lifestyle
Personality
Interests
Values
Attitude

60. MYERS-BRIGGS

61. MYERSBRIGGS
•
•
•
•
•
•
•
•
Inspector (ISTJ)
Protector (ISFJ)
Counselor (INFJ)
Mastermind (INTJ)
Craftsman (ISTP)
Composer (ISFP)
Healer (INFP)
Architect (INTP)
http://www.truity.com/view/types
•
•
•
•
•
•
•
•
Dynamo (ESTP)
Performer (ESFP)
Champion (ENFP)
Visionary (ENTP)
Supervisor (ESTJ)
Provider (ESFJ)
Teacher (ENFJ)
Commander
(ENTJ)

70. PERSONALITY
DETERMINES
BEHAVIOR

71. Tool To Think Different
5. NEW CATEGORIES

72. PRODUCT
CATEGORIES
DIVERGE

73. H2O

74. H2O

75. H2O

76. H2O

77. H2O

78. CREATIVE
COMBINATION
CROSSING
CATEGORIES

79. YogaSak.com
Technology
Fitness

80. YogaSak.com
Flea Market
Crafts

81. Fashion
Technology

82. Subscription
Books

83. doppelganger.jp
Security
Cycling

84. Footwear
Ergonomic

85. Cooking
Art & Tech

86. THINK
WHY CAN’T IT
BE THIS WAY?

87. DREAM OF
CREATING AND OWNING
THE CATEGORY

88. HUSTLE TO BE THE
FIRST BRAND IN
THE CATEGORY

93. BE THE 1ST
TO SOMEONE

94. Tool To Think Different
6. THINKING DIFFERENT

95. CATEGORY

96. SCARCITY

97. EASE OF USE

98. SECURITY

99. EFFICIENCY

100. COMPACT

101. IMPERMEABLE

102. RETRO / MODERN

103. DESIGNED BY

104. FRESH

105. ORGANIC

106. SUSTAINABLE

107. TRACEABLE

108. NON ANIMAL TESTED

109. CUSTOMER SERVICE

110. DELIVERY SPEED

111. COMPANY
DEMOGRAPHICS

112. SIMPLICITY

113. OPTIONS

114. EXPERIENCE

115. THINK DIFFERENT

116. THINK DIFFERENT
SOLVE PROBLEMS

117. THINK DIFFERENT
SOLVE PROBLEMS
FOR PEOPLE

118. Tool To Think Different
6. READ

119. BIBLIOGRAPHY
•
•
•
•
•
•
•
The Lean Startup
– Eric Ries
Business Model Generation
– Alexander Osterwalder
Eating The Big Fish
– Adam Morgan
Permission Marketing
– Seth Godin
Experience Economy
– B. Joseph Pine II
Positioning
– Al Ries
The Cultire Code
– Clotaire Rapaille
•
•
•
•
•
•
•
The Art of The Start
– Guy Kawasaki
Ogilvy On Advertising
– David Ogilvy
The Startup Owners Manual
– Steve Blank
Content Strategy For The Web
– Kristina Halvorson
The Art Of Community
– Jono Bacon
Pitch Anything
– Oren Klaff
The Origin Of Brands
– Al Ries

120. JIMMY FLORES
Private consulting services on
content strategy, planning &execution.
jimmy@jimmyflores.es