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Hello
@colmanw
16years
18months
Auftragstaktik
Auf・trags・taktik
(Mission tactics)
LEAN UX:
5 Lessons From
The Battlefield
Background
Origins of Auftragstaktik
Field Marshal Helmuth von Moltke, the Elder
Auftragstaktik
• Missions over plans
• Intent over orders
• Trust and independence
Origins of Lean UX
Classic startup
Research Design Build Test Launch
12 months
Better
Research
Design
Test
Launch
Build
Lean startup
Research
Design
Test
Launch
Build
Research
Design
Test
Launch
Build
Research
Design
Test
Launch
Build
Research
Design
Test
Launch
Build
12 months
Minimise risk
Minimise risk
Agile
Research
Design
Test
Launch
Build
Research
Design
Test
Launch
Build
Research
Design
Test
Launch
Build
Research
Design
Test
Launch
Build
2 months
Lean UX
Lean UX
• Working software over big deliverables
• Collaboration over negotiation
• Respond to change over following plans
Five lessons
BB 23/02/2009 27/02/2009
n flows BB 24/02/2009 27/02/2009
n flows BB; PTSB 27/02/2009 27/02/2009
s BB; AT 02/03/2009 06/03/2009
s iQ; PTSB 06/03/2009 06/03/2009
s (forms) BB; AT 09/03/2009 13/03/2009
s (forms) iQ; PTSB 13/03/2009 13/03/2009
ms) BB; AT 16/03/2009 20/03/2009
tion BB; AT 18/03/2009 24/03/2009
l spec BB 24/03/2009 24/03/2009
23/02/2009 24/03/2009
cepts (1) DJ 23/02/2009 27/02/2009
cepts (1) DJ; iQ; PTSB 02/03/2009 02/03/2009
cepts (2) DJ 02/03/2009 06/03/2009
cepts (2) DJ; iQ; PTSB 06/03/2009 06/03/2009
signs (1) DJ 09/03/2009 13/03/2009
signs (1) DJ; iQ; PTSB 13/03/2009 13/03/2009
signs (2) DJ 16/03/2009 20/03/2009
signs (2) DJ; iQ; PTSB 20/03/2009 20/03/2009
ns DJ 24/03/2009 24/03/2009
12/03/2009 24/04/2009
es FAB 12/03/2009 01/04/2009
r1 FAB 30/03/2009 30/03/2009
r2 FAB 31/03/2009 31/03/2009
FAB 02/04/2009 10/04/2009
BB 08/04/2009 14/04/2009
FAB 15/04/2009 23/04/2009
FAB 24/04/2009 24/04/2009
23/02/2009 10/04/2009
/sitemap RS; AT 23/02/2009 27/02/2009
erial PTSB 23/02/2009 06/03/2009
hedule RS 04/03/2009 04/03/2009
RS 02/03/2009 12/03/2009
RS; PTSB 13/03/2009 27/03/2009
RS 30/03/2009 06/04/2009
1: Avoid long-term plans
No plan survives first
contact with customers
No plan survives first
contact with the enemy
Missions over plans
DiscoveryMobilise Logistics Engage MissionImprovise
Missions over plans
DiscoveryResearch Design Prototype MissionImprovise
Lesson #1
• If you see a long detailed plan, question it
• If you create a long detailed plan, question yourself
• Advocate for smaller, iterative plans instead
2: Define a mission
Missions over plans
North Africa 1942
Missions over plans
North Africa 1942
Missions over plans
France 1940
Missions over plans
France 1940
“Gentlemen, I demand that your divisions
completely cross the German borders,
completely cross the Belgian borders and
completely cross the River Meuse. I don't care
how you do it, that's completely up to you.”
Kurt Zeitzler
Chief of Staff, 1st Panzer Army
Mission
DiscoveryResearch Design Prototype
Mission

Improvise
Mission
DiscoveryResearch Design Prototype
Make it incredibly
easy to share, store
and synch files. With
100% reliability. 

Improvise
Mission
DiscoveryResearch Design Prototype
All the music. In all
the world. On all
devices. All the time.

Improvise
Lesson #2
• Define a clear mission
• Mission = the problem you are trying to solve
• Focus on achieving mission, not following plan
3: Embrace the chaos
Blitzkrieg
IDF in 1967
Schwerpunkt
Focus resources OpportunitiesSchwerpunkt
Schwer・punkt
(Hard)・(point)
Product/market fit
Focus resources OpportunitiesProduct/market 

fit
Crack the nut
Focus resources Opportunities
Solve the

problem
Making software is messy
Product
Executive
IT
Legal
Marketing
Dev
Sales
UX
Comp-
liance
Ops
Support
Collaborative design
Collaborative design
Collaborative design
Lesson #3
• Take off your headphones
• Embrace the much wider team
• Harness the collective brainpower
4: Be open to change
Sacred cows
General Melchett
No sacred cows
Moshe Dayan
Sacred cows
Big Design Up Front
• We know best
• Only designers can design
• Let us figure it out
• Embrace our big deliverable
Lesson #4
• Climb down from the ivory tower
• Be humble
• You can learn a lot from others
5: Give teams autonomy
“You must avoid countermanding
orders: unless the soldier can see a
good reason for benefit, he becomes
discouraged and loses confidence”
“Beatzmecha: at your own discretion”
…or else lead from the front
Leading from front
• 220 Germany Army generals died in combat
• 13 US Army generals died in combat
Lesson #5
• Give autonomy
• (Or seek autonomy)
• Or else join the fighting yourself
Competitive advantage
German soldiers
• Worth roughly 1.5 US soldiers
• Inflicted casualties at 50% higher rate
• True when attacking or defending
• Outnumbered or with numerical advantage
• When they had air superiority and when they didn’t
• When they won and when they lost
Source: Colonel Trevor Dupuy
Why did they lose the war?
Thanks!
@colmanw

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