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Game Thinking
Three
Massive
Mistakes
even smart innovators make
… & how to avoid them
Amy Jo Kim, Ph.D.

Innovation Coach
Amy Jo Kim, Ph.D.

Innovation Coach
Author
Amy Jo Kim, Ph.D.

Innovation Coach
Author
I help startups, game studios & global brands 

build deep engagement from the ground up
I’ve worked on a diverse set of
innovative worldwide hits
online marketplace
Massively multuplayer RPG
Multi-player rhythm action game
PC simulation game
mobile fashion game
digital mental health app
Some teams I worked with created breakthrough hits

Others didn’t cross the chasm
I want you to avoid these
3 common & costly mistakes
that cause even smart innovators to fail
Mistake #1
Listening to the
wrong people
Why did this innovative
gaming platform fail?
… while this 

innovative
mobile health
service
turned
into 

a hit?
Don’t fall
for the
TAM myth
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
Game Thinking Quotes
Innovation diffusion theory
EVERETT ROGERS, 1961
Game Thinking Quotes
Crossing the Chasm
GEOFFREY MOORE, 1991
CHASM
Solution:
Solve a real
problem for a
narrow niche
Game Thinking Quotes
CHASMSTART NOT 
To cross the chasm…
your super-fans are
SPECIFIC to your project
Alex Rigopalous

CEO, Harmonix
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
Will Wright

Creator, The Sims
simulation enthusiasts
who love to make things
Mary Lou Song

Product Manager, eBay
enthusiastic early sellers
making a living off the site
Jeff Tsang & Blair Ethington
CEO & Exec. Producer, Crowdstar
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
Ofer Leidner

President, Happify
stay-at-home parents who’ve
recently left the workforce
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
How can YOU listen to the right people?
Ask Yourself
“Who are my first 50 customers?”
“How can I find them?”
Mistake #2
Polishing your
prototype too
early
Beware the
siren song
of
seductive
mockups
Three massive mistakes that smart entrepreneurs make
Three massive mistakes that smart entrepreneurs make
Solution:
Discover what’s
wrong as quickly
as possible
Game Thinking Quotes
“You can use an eraser
on the drafting table or
a sledgehammer on the
construction site.”
Frank Lloyd Wright
Architect
Game Thinking Quotes
Stage
Kill
Gate
Concept Bank
Kill
Gate
Kill
Gate
Stage
Stage
Stage
Stage Gate Theory
Game Thinking Quotes
Stage
Kill
Gate
Concept Bank
Kill
Gate
Kill
Gate
Stage
Stage
Stage
Stage Gate Theory
Game Thinking Quotes
Stage
Kill
Gate
Concept Bank
Kill
Gate
Kill
Gate
Stage
Stage
Stage
Stage Gate Theory
Game Thinking Quotes
Stage
Kill
Gate
Concept Bank
Kill
Gate
Kill
Gate
Stage
Stage
Stage
Stage Gate Theory
Three massive mistakes that smart entrepreneurs make
Slack started as a communications tool for people
building a multiplayer cooperative game
How can YOU discover
what’s wrong as fast as
possible?
Ask Yourself
Which assumptions should I be testing?
What low-fidelity tests can help me learn?
Mistake #3
Building the
wrong MVP
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
we’ve seen the cartoons
Fake 

landing page?
Fake 

landing page?
X
Operant
Conditioning
AKA 

Skinner Box?
Operant
Conditioning
AKA 

Skinner Box?
X
Skill-building =
making customers
more awesome
Skill-building =
making customers
more awesome
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
Game Thinking Quotes
Discovery is for Visitors
Social discovery
via friends and
colleagues
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
Game Thinking Quotes
Onboarding is for Newbies
Learn the
ropes with a
friendly bot
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
Game Thinking Quotes
Habit-building is for Regulars
Customized
group chat with
emojis, bots,
and integrations
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
Game Thinking Quotes
Mastery is for Enthusiasts
Launch a channel,
program a bot,
integrate your app
Game Thinking Quotes
Build something people love
Create an experience
that gets better as
your customers
become more skillful
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
Solution:
Build & test your
Learning Loop
first
Start Here
Solve a real problem for a small group of people
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
Game Thinking Quotes
all updates &
messages read
read & respond
to updates
customize your
communications
& channel
FOMO —
check updates
FOMO —
check updates
TRIGGER
ACTIVITY
Game Thinking Quotes
all updates &
messages read
read & respond
to updates
customize your
communications
& channel
FOMO —
check updates
FOMO —
check updates
SIMPLE
FEEDBACK
Game Thinking Quotes
all updates &
messages read
read & respond
to updates
customize your
communications
& channel
FOMO —
check updates
FOMO —
check updates
SIMPLE
FEEDBACK
Game Thinking Quotes
all updates &
messages read
read & respond
to updates
customize your
communications
& channel
FOMO —
check updates
FOMO —
check updates
PROGRESS
TRIGGER
Skill-building =
making customers
more awesome
Learning Loop =
making customers
more skillful
Game Thinking
5 steps to product/market fit
Game Thinking
Gives you a roadmap for finding product/market fit
Game Thinking Quotes
Step 1: Hypothesize
articulate your strategy & prioritize your assumptions
Game Thinking
5 steps to product/market fit
Step 2: Empathize
find hot-core customers & learn their habits & needs
Game Thinking
5 steps to product/market fit
Step 3: Design
sketch out your customer’s journey to mastery
Game Thinking
5 steps to product/market fit
Step 4: Playtest
Validate your assumptions by testing with Superfans
Game Thinking
5 steps to product/market fit
Step 5: Validate
distill your results & create your product roadmap
Game Thinking
So how exactly do you
10X your customer discovery 

with Superfans?
don’t rely on
friends & family
Don’t fall
for the
TAM myth
Three massive mistakes that smart entrepreneurs make
Existing
Habits
Finding superfans
for a mental
health app
CASE STUDY
who is our game for?
hard-driving entrepreneurs?
people diagnosed with depression?
stay-at-home ex-professional parents?
Three massive mistakes that smart entrepreneurs make
6-question Superfan Screener
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
Three massive mistakes that smart entrepreneurs make
sort them into the right buckets
start testing your assumptions
diagnosed with depression?
coping with a major life change?
Three massive mistakes that smart entrepreneurs make
what do you do when you’re feeling down?
what tools & activities make you feel better?
Three massive mistakes that smart entrepreneurs make
how often do you actively seek out 

an activity that lifts your mood?
Three massive mistakes that smart entrepreneurs make
Which mood-lifting techniques did 

you try last week? What worked?
Three massive mistakes that smart entrepreneurs make
Given the
apps &
techniques
you’ve tried,
what could
be improved?
If you could
wave a magic
wand, what
would you
change?
Happify built a thriving super-fan community…
and leveraged that
to become the
market leader in
digital happiness
How can YOU find & mobilize your

passionate, high-need early customers?
Game Thinking
Put the Superfan Funnel to work
Game Thinking
Screen your audience
Game Thinking
Interviewer
Note-taker
Interview promising respondents
Game Thinking
Ask 2-3 revealing followup questions
Game Thinking
Identify existing habits to piggyback on
Game Thinking
Summarize those patterns into Job Stories
Game Thinking
Job Stories bridge research & design
Game Thinking
5 steps to product/market fit
Apply those habits & patterns to
Design Your Customer Journey
When I get home after dropping off the kids
I want a quick dose of pleasure & inspiration
So I can feel motivated and energetic
Three massive mistakes that smart entrepreneurs make
Let’s Review
Instead of
listening to the
wrong people…
Solve a real
problem for a
narrow niche
Instead of
polishing your
prototype too
early…
Discover what’s
wrong as quickly
as possible
Instead of
building the
wrong MVP…
Build & test your
Learning Loop
first
Game Thinking
This is how you set yourself up to deliver a

compelling customer experience
TAKE THE QUIZ
gamethinking.io/quiz
FOLLOW ME ON TWITTER
@amyjokim
GET IN TOUCH
amyjokim@gmail.com
THANK YOU

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