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Three massive mistakes that smart entrepreneurs make

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Wanna find out the common and costly mistakes that cause smart innovators to stumble? Learn about the TAM myth, the siren song of seductive mockups, and the rush to build EXACTLY the wrong MVP - and find out what to do instead.

Published in: Design
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Three massive mistakes that smart entrepreneurs make

  1. 1. Game Thinking Three Massive Mistakes even smart innovators make … & how to avoid them
  2. 2. Amy Jo Kim, Ph.D.
 Innovation Coach
  3. 3. Amy Jo Kim, Ph.D.
 Innovation Coach Author
  4. 4. Amy Jo Kim, Ph.D.
 Innovation Coach Author
  5. 5. I help startups, game studios & global brands 
 build deep engagement from the ground up
  6. 6. I’ve worked on a diverse set of innovative worldwide hits
  7. 7. online marketplace
  8. 8. Massively multuplayer RPG
  9. 9. Multi-player rhythm action game
  10. 10. PC simulation game
  11. 11. mobile fashion game
  12. 12. digital mental health app
  13. 13. Some teams I worked with created breakthrough hits
 Others didn’t cross the chasm
  14. 14. I want you to avoid these 3 common & costly mistakes that cause even smart innovators to fail
  15. 15. Mistake #1 Listening to the wrong people
  16. 16. Why did this innovative gaming platform fail?
  17. 17. … while this 
 innovative mobile health service turned into 
 a hit?
  18. 18. Don’t fall for the TAM myth
  19. 19. Game Thinking Quotes “Build something just a few people want - even if most people don’t get it right away”
 Paul Buchheit Partner, Y-Combinator
  20. 20. Game Thinking Quotes Innovation diffusion theory EVERETT ROGERS, 1961
  21. 21. Game Thinking Quotes Crossing the Chasm GEOFFREY MOORE, 1991 CHASM
  22. 22. Solution: Solve a real problem for a narrow niche
  23. 23. Game Thinking Quotes CHASMSTART NOT  To cross the chasm…
  24. 24. your super-fans are SPECIFIC to your project
  25. 25. Alex Rigopalous
 CEO, Harmonix
  26. 26. When the game was further along, we DID test our ideas with these casual gamers. But in the early days, it was our super-fans who helped us bring the game to life. In a very real sense, those hard-core music gamers were our co-creators -- our collaborators — able to see what our crude mockups and simple artwork could become, and — crucially — give us actionable feedback on how to make it better. rhythm game nerds comfortable with Alpha
  27. 27. Will Wright
 Creator, The Sims
  28. 28. simulation enthusiasts who love to make things
  29. 29. Mary Lou Song
 Product Manager, eBay
  30. 30. enthusiastic early sellers making a living off the site
  31. 31. Jeff Tsang & Blair Ethington CEO & Exec. Producer, Crowdstar
  32. 32. Our mission was to create an mobile game for fashionistas that would feature hot-off-the-runway designer clothes, and bring in a much broader female audience than any previous game they’d published. non-gaming fashionistas who love fashion apps
  33. 33. Ofer Leidner
 President, Happify
  34. 34. stay-at-home parents who’ve recently left the workforce
  35. 35. Game Thinking Quotes Early conversations are really important. We thought we knew what the answers would be - and we were WRONG. Jesse Schell CEO, Schell Games
  36. 36. How can YOU listen to the right people?
  37. 37. Ask Yourself
  38. 38. “Who are my first 50 customers?”
  39. 39. “How can I find them?”
  40. 40. Mistake #2 Polishing your prototype too early
  41. 41. Beware the siren song of seductive mockups
  42. 42. Solution: Discover what’s wrong as quickly as possible
  43. 43. Game Thinking Quotes “You can use an eraser on the drafting table or a sledgehammer on the construction site.” Frank Lloyd Wright Architect
  44. 44. Game Thinking Quotes Stage Kill Gate Concept Bank Kill Gate Kill Gate Stage Stage Stage Stage Gate Theory
  45. 45. Game Thinking Quotes Stage Kill Gate Concept Bank Kill Gate Kill Gate Stage Stage Stage Stage Gate Theory
  46. 46. Game Thinking Quotes Stage Kill Gate Concept Bank Kill Gate Kill Gate Stage Stage Stage Stage Gate Theory
  47. 47. Game Thinking Quotes Stage Kill Gate Concept Bank Kill Gate Kill Gate Stage Stage Stage Stage Gate Theory
  48. 48. Slack started as a communications tool for people building a multiplayer cooperative game
  49. 49. How can YOU discover what’s wrong as fast as possible?
  50. 50. Ask Yourself
  51. 51. Which assumptions should I be testing?
  52. 52. What low-fidelity tests can help me learn?
  53. 53. Mistake #3 Building the wrong MVP
  54. 54. Game Thinking Quotes In a loop, you’re learning a skill and updating your mental model. That leads to player delight. Daniel Cook co-founder, Spry Fox Games
  55. 55. we’ve seen the cartoons
  56. 56. Fake 
 landing page?
  57. 57. Fake 
 landing page? X
  58. 58. Operant Conditioning AKA 
 Skinner Box?
  59. 59. Operant Conditioning AKA 
 Skinner Box? X
  60. 60. Skill-building = making customers more awesome
  61. 61. Skill-building = making customers more awesome
  62. 62. Game Thinking Quotes Mastery Path skill-building feedback repeatable, pleasurable activity progress & investment cues & triggers cues & triggers internal situational external engaged MASTERY HABIT-BUILDING ONBOARDING DISCOVERY skill-building feedback repeatable, pleasurable activity progress & investment cues & triggers cues & triggers Learning Loop
  63. 63. Game Thinking Quotes Discovery is for Visitors Social discovery via friends and colleagues
  64. 64. Game Thinking Quotes Mastery Path skill-building feedback repeatable, pleasurable activity progress & investment cues & triggers cues & triggers internal situational external engaged MASTERY HABIT-BUILDING ONBOARDING DISCOVERY skill-building feedback repeatable, pleasurable activity progress & investment cues & triggers cues & triggers Learning Loop
  65. 65. Game Thinking Quotes Onboarding is for Newbies Learn the ropes with a friendly bot
  66. 66. Game Thinking Quotes Mastery Path skill-building feedback repeatable, pleasurable activity progress & investment cues & triggers cues & triggers internal situational external engaged MASTERY HABIT-BUILDING ONBOARDING DISCOVERY skill-building feedback repeatable, pleasurable activity progress & investment cues & triggers cues & triggers Learning Loop
  67. 67. Game Thinking Quotes Habit-building is for Regulars Customized group chat with emojis, bots, and integrations
  68. 68. Game Thinking Quotes Mastery Path skill-building feedback repeatable, pleasurable activity progress & investment cues & triggers cues & triggers internal situational external engaged MASTERY HABIT-BUILDING ONBOARDING DISCOVERY skill-building feedback repeatable, pleasurable activity progress & investment cues & triggers cues & triggers Learning Loop
  69. 69. Game Thinking Quotes Mastery is for Enthusiasts Launch a channel, program a bot, integrate your app
  70. 70. Game Thinking Quotes Build something people love Create an experience that gets better as your customers become more skillful MASTERY HABIT-BUILDING ONBOARDING DISCOVERY
  71. 71. Solution: Build & test your Learning Loop first Start Here
  72. 72. Solve a real problem for a small group of people
  73. 73. Game Thinking Quotes Slack started with a simple, stripped-down 
 Learning Loop skill-building feedback repeatable, pleasurable activity progress & investment cues & triggers cues & triggers internal situational external engaged MASTERY HABIT-BUILDING ONBOARDING DISCOVERY skill-building feedback repeatable, pleasurable activity progress & investment cues & triggers cues & triggers Learning Loop
  74. 74. Game Thinking Quotes all updates & messages read read & respond to updates customize your communications & channel FOMO — check updates FOMO — check updates TRIGGER ACTIVITY
  75. 75. Game Thinking Quotes all updates & messages read read & respond to updates customize your communications & channel FOMO — check updates FOMO — check updates SIMPLE FEEDBACK
  76. 76. Game Thinking Quotes all updates & messages read read & respond to updates customize your communications & channel FOMO — check updates FOMO — check updates SIMPLE FEEDBACK
  77. 77. Game Thinking Quotes all updates & messages read read & respond to updates customize your communications & channel FOMO — check updates FOMO — check updates PROGRESS TRIGGER
  78. 78. Skill-building = making customers more awesome
  79. 79. Learning Loop = making customers more skillful
  80. 80. Game Thinking 5 steps to product/market fit Game Thinking Gives you a roadmap for finding product/market fit
  81. 81. Game Thinking Quotes Step 1: Hypothesize articulate your strategy & prioritize your assumptions
  82. 82. Game Thinking 5 steps to product/market fit Step 2: Empathize find hot-core customers & learn their habits & needs
  83. 83. Game Thinking 5 steps to product/market fit Step 3: Design sketch out your customer’s journey to mastery
  84. 84. Game Thinking 5 steps to product/market fit Step 4: Playtest Validate your assumptions by testing with Superfans
  85. 85. Game Thinking 5 steps to product/market fit Step 5: Validate distill your results & create your product roadmap
  86. 86. Game Thinking So how exactly do you 10X your customer discovery 
 with Superfans?
  87. 87. don’t rely on friends & family
  88. 88. Don’t fall for the TAM myth
  89. 89. Existing Habits
  90. 90. Finding superfans for a mental health app CASE STUDY
  91. 91. who is our game for?
  92. 92. hard-driving entrepreneurs?
  93. 93. people diagnosed with depression?
  94. 94. stay-at-home ex-professional parents?
  95. 95. 6-question Superfan Screener
  96. 96. TITLE:
 Get passionate customers to tell you what they want SECTIONS: 1: Recap & Who I Am 2: Find your super-fans with 5 key discovery questions 4: Foreshadow Video #3 (+ CTA) 5-min Speed Interviews
  97. 97. sort them into the right buckets
  98. 98. start testing your assumptions
  99. 99. diagnosed with depression?
  100. 100. coping with a major life change?
  101. 101. what do you do when you’re feeling down?
  102. 102. what tools & activities make you feel better?
  103. 103. how often do you actively seek out 
 an activity that lifts your mood?
  104. 104. Which mood-lifting techniques did 
 you try last week? What worked?
  105. 105. Given the apps & techniques you’ve tried, what could be improved?
  106. 106. If you could wave a magic wand, what would you change?
  107. 107. Happify built a thriving super-fan community…
  108. 108. and leveraged that to become the market leader in digital happiness
  109. 109. How can YOU find & mobilize your
 passionate, high-need early customers?
  110. 110. Game Thinking Put the Superfan Funnel to work
  111. 111. Game Thinking Screen your audience
  112. 112. Game Thinking Interviewer Note-taker Interview promising respondents
  113. 113. Game Thinking Ask 2-3 revealing followup questions
  114. 114. Game Thinking Identify existing habits to piggyback on
  115. 115. Game Thinking Summarize those patterns into Job Stories
  116. 116. Game Thinking Job Stories bridge research & design
  117. 117. Game Thinking 5 steps to product/market fit Apply those habits & patterns to Design Your Customer Journey
  118. 118. When I get home after dropping off the kids I want a quick dose of pleasure & inspiration So I can feel motivated and energetic
  119. 119. Let’s Review
  120. 120. Instead of listening to the wrong people…
  121. 121. Solve a real problem for a narrow niche
  122. 122. Instead of polishing your prototype too early…
  123. 123. Discover what’s wrong as quickly as possible
  124. 124. Instead of building the wrong MVP…
  125. 125. Build & test your Learning Loop first
  126. 126. Game Thinking This is how you set yourself up to deliver a
 compelling customer experience
  127. 127. TAKE THE QUIZ gamethinking.io/quiz FOLLOW ME ON TWITTER @amyjokim GET IN TOUCH amyjokim@gmail.com THANK YOU

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