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Growth Hacking, Product Design, Design Thinking & Company Innovation Culture - Burton Lee - LvBS - Oct 16 2015 - Final

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Talk to MS students at the Lviv School of Business, UCU, Lviv, Ukraine, October 16 2016. Speaker: Burton Lee, Stanford Engineering School. Host: Dean Sophia Opatska.

Website: www.StanfordEuropreneurs.org
Twitter: @Europreneurs

Published in: Design
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Growth Hacking, Product Design, Design Thinking & Company Innovation Culture - Burton Lee - LvBS - Oct 16 2015 - Final

  1. 1. Lessons  from  Silicon  Valley:   Growth  Hacking,  Product  Design,  Design   Thinking,  Company  Culture  and  InnovaCon       Lviv  Business  School  @  UCU  (LvBS)     MS  in  Innova7ons  &  Entrepreneurship  Program   Dr.  Burton  Lee  PhD  MBA   European  Entrepreneurship  &  Innova1on   Stanford  Engineering  School,  Silicon  Valley,  CA   www.StanfordEuropreneurs.org  |  @Europreneurs     Lviv,  Ukraine   Oct  16  2015  
  2. 2. Key  Lessons  from  Silicon  Valley   •  ‘Growth  Hacking’   – The  new  Sales  &  Marke1ng   – Lessons  for  Tradi1onal  Firms   •  Product  Design  and  Product  Management   – ‘Design  Thinking’  as  a  Strategy  Tool   •  Company  Culture   – Innova1on   – Ethics   Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  3. 3.   Importance  of     Great  Product  Design     for     Building  Successful   Companies…    
  4. 4.     …  and     Reducing  Failures     Thru     ‘Premature  Scaling’      
  5. 5. Product  Quality     End-­‐to-­‐End   Customer  Experience  
  6. 6. ABOUT THE SPEAKER DR. BURTON LEE PHD MBA STANFORD SCHOOL OF ENGINEERING | INNOVARIUM VENTURES BURTON.LEE@INNOVARIUM.NET WWW.STANFORDEUROPRENEURS.ORG @EUROPRENEURS
  7. 7. Map  of  Presen7ng  Speaker     Na7onali7es   European  Entrepreneurship  &     Innova7on  @  Stanford  Engineering   (ME421)         Winter  2015  –  Year  Seven   Enterprise  Estonia   Silicon  Valley   Ghent,  Flanders  Region   Belgium   iMinds  ICT  Research  Ins7tute  
  8. 8. hUp://www.europeanentrepreneursatstanford.com  |  hUp://me421.stanford.edu   Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015  
  9. 9. February 10 @ Stanford Engineering Jeff Lynn, Seedrs (UK) & Matija Kopic, Farmeron (HR) Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  10. 10. Observa7ons  from  Ukraine  &  Europe   •  Visits  to  leading  UA  ICT  companies  (Prom.UA,   playtech),  KPI,  KMBS,  LvBS   •  7  years  working  in  Europe  with  tech  startups,   corpora1ons,  investors,  universi1es,  engineering   and  business  professors  &  schools,  governments   and  the  European  Commission   –  Poland,  Estonia,  Latvia,  Lithuania,  Bulgaria,  Croa1a,   Slovakia,  Hungary,  Belarus,  Russia   –  Collabora1ons  with  European  universi1es  in  Ireland,   Finland,  France,  Germany   Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  11. 11. Lessons from Silicon Valley User Growth and ‘Growth Hacking’ 1
  12. 12. Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015   Exponen7al  User  Growth  and  Market  Disrup7on  
  13. 13. Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  14. 14. ‘User  Growth’   Now  Takes  Central  Place  in  Strategy   •  No  more  ‘VP  of  Sales  &  Marke1ng’  at  high-­‐ growth  startups   •  Major  shib  to  ‘VP  of  Growth’  at  best  tech   firms   Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  15. 15. Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  16. 16. Growth  Hacking   •  Marriage  of  these  competencies,  func1ons  and   approaches:   –  Product  design  &  customer  experience   •  User  interfaces,  customer  engagement,  product  architecture   –  Web  &  data  analy1cs     •  Real-­‐1me  analysis  of  customer  behavior/preferences   –  Tradi1onal  Marke1ng  &  Sales   –  Rapid  itera1on     •  Agile  &  lean  development,  pivots   Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  17. 17. Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  18. 18. Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  19. 19. Oct  16  2015  
  20. 20. Lessons from Silicon Valley Product Design & ‘Design Thinking’ 2
  21. 21. Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015   Source:  Steve  Blank,  2012  
  22. 22. Android  &  iPhone   “Disrup(ve  Innova(on”  via  New  Business  Models  +  Advanced  Product  Design   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015   Smart  Phone  “Company-­‐Busters”   New  Products  and  Services  for  Global  Markets   Oct  16  2015  
  23. 23.   Importance  of     Great  Product  Design     for     Building  Successful   Companies…    
  24. 24. European  Startup  Teams   O_en  Miss  These  Key  Ac7vi7es   •  Develop  too  few  product/service  concepts   –  Have  just  1-­‐2  ideas   •  Too  few  interac1ons  with  real  users/customers   –  2-­‐3  discussions  vs  mee1ng/observing  00’s   –  Don’t  make  serious  effort  to  go  into  market,  understand   customers  and  the  market   –  Develop  liUle  sense  of  market  segments:  high,  middle,  low   •  Build  insufficient  prototypes   –  1  or  2  vs  10  vs  500   •  Test  prototypes  with  too  few  real  users   •  Start  with  the  Wrong  Ques1ons  About  User  Needs   Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  25. 25. A  ‘Lean  Startup’  Approach  to  Early  Stage  Entrepreneurship  Educa1on   Product-­‐Market  Fit   Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  26. 26. Using ‘Design Thinking’ Seeking Product-Market Fit How Can We Increase New Product Success Rates at Ukrainian Companies ??
  27. 27. Direct  Engagement  with  Real  Users  
  28. 28. Design  Thinking  Exercise     Re-­‐designing  the  21st   Century  Shopping  Cart  
  29. 29. IDEO  Shopping  Cart  Project  
  30. 30. Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015   Sketching  New  Ideas   Possible  Product  Features  and  Architectures  
  31. 31. How  Would  You   Redesign  The   Shopping  Cart   for  Modern   Shoppers  in   Ukraine?  
  32. 32. Apr  20  2015   Copyright  2015  Burton  H.  Lee  and   Innovarium  Ventures  |  Silicon  Valley   38   ‘So_  Prototyping’  
  33. 33. Sob  Prototyping  Materials  &  Tools   •  Paper   •  Cardboard   •  Plas1c   •  Wooden  s1cks   •  Post-­‐it  Notes   •  Cloth   •  Sketches   •  Scissors   •  Tape   •  Glue   •  Staplers   •  Markers   Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  34. 34. Observe   Real  Customers  &  Customer  Behavior   Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  35. 35. 42   Record   Real  Customers   &  Customer   Behavior  
  36. 36. Storytelling  Tools   Communica(on  Methods  with  Users  and  Product  Team   •  Role  playing  (ac1ng)   •  Storyboarding   •  Ar1fact  crea1on   •  Use  case  analysis   •  Improvisa1on  (ac1ng)   •  PPT  presenta1on   •  Architecture  &  ecosystem  diagrams   Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  37. 37. 46   One  Design  Team’s   Solu7on  for  21st   Century  Shoppers  
  38. 38. Actual  Product  Design  Process   (generally  not  linear  for  new  products  and  untested  markets)   Search  for   Product-­‐Market  Fit   47  
  39. 39. What  is  Different  About  ‘Design  Thinking’?   •  Avoids  ‘Hard  Engineering’  ac1vi1es,  expenditures  and   commitments  for  as  long  as  Possible   •  Combines  many  ‘hard’  &  ‘sob’  disciplines:   –  Sociology                                                                                    Design   –  Psychology                  Art  &  Drawing   –  Anthropology   –  Human  Factors   –  HandiCrabs  &  Making  Things   –  Business   –  Engineering  &  Architecture   •  Searches  for  disrup(ve  and  new  crea1ve  approaches  to   solving  societal  problems  and  marketplace  gaps   •  Focuses  on  finding  and  ‘asking  the  right  ques1ons’   Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  40. 40. Storytelling  Goals  for  Companies   •  What  is  the  problem?   •  Who  is  the  end  user?   •  How  does  your  product/service  help  to  solve   the  problem?   •  How  did  you  arrive  at  your  tenta1ve  solu1on?   •  How  would  you  test  this  further  in  the   marketplace?   Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  41. 41.     Product  Design   Is  *Not*  the  Same  as   ‘Engineering  Design’    
  42. 42. Key  DT  Methodologies  &  Skills   •  Idea1on   •  Needs  Finding  &  Empathizing   •  Ques1on  Asking  |  Listening  |  Watching   •  Assump1ons  Challenging   •  Storytelling   •  Sob  Prototyping   •  Itera1on   •  User  Context  Seeking   Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  43. 43. The  Essence  of  ‘Design  Thinking’  
  44. 44. Lessons from Silicon Valley Company Innovation Culture by ‘Accident’ or by ‘Design’ ? 3
  45. 45. Stock  Op7ons   for  Startup  Employees   Necessary   But   Not  Sufficient  
  46. 46. Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015  
  47. 47. Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  48. 48. Company  Culture   is  Now  Used  as  a   Key  Element  of   Strategic  Advantage   vs  CompeCtors  
  49. 49. Company  ‘Innova7on  Culture’   Silicon  Valley  Milestones   1950s-­‐60s-­‐70s   1980s-­‐90s-­‐2000s   1990s-­‐2000s-­‐2010s   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015  Oct  16  2015  
  50. 50. 1960   Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015  
  51. 51. The  HP  Way   Founda(ons  for  Corporate  Innova(on  Culture   •  A  radical  and  contrarian  approach  to  organizing   &  running  large  companies  in  1949   –  “HP  rejected  the  idea  that  a  company  exists  merely  to   maximize  profits”   •  Customer-­‐focused   •  Team-­‐based  projects   •  Stock  op1ons  programs   •  A  responsibility  to  the  community  at  large   •  Strong  engineering-­‐driven  culture   •  Management-­‐by-­‐objec1ves,  not  by-­‐control   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015  Oct  16  2015  
  52. 52. The  HP  Way   Guiding  Values  for  the  Company   •  “What  can  we  contribute?”   •  “Are  people’s  lives  improved  because  of  what   we  do?”   •  “Are  the  communi1es  in  which  we  operate   stronger,  and  the  lives  of  our  employees   beUer?”   •  “Do  our  products  offer  something  unique  to   our  customers?”   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015  Oct  16  2015  
  53. 53. Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015   APPLE  
  54. 54. The  Core  of  Apple  Culture   •  Accountability   •  Hire  the  best   •  Consistency   •  Design  for  great  user  experiences   •  Excellence  above  revenues   •  Treat  employees  well   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015  Oct  16  2015  
  55. 55. Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015   Apple  in  Steve  Jobs  Time  …  
  56. 56. Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015  Apple  under  Tim  Cook  
  57. 57. Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015  
  58. 58. Innova1on  Culture  @  Google   •  Innova1on  from  everywhere   •  Focus  on  the  user   •  Think  10X   •  Bet  on  technical  insights       •  Launch  and  iterate   •  20%  1me       •  Default  to  open  process   •  Fail  well     •  Have  a  mission  that  maUers       Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015   •  Strong  engineering  culture   •  Strong  sense  of  corporate  mission   Oct  16  2015  
  59. 59. Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015  
  60. 60. Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015   FACEBOOK  
  61. 61. Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015  
  62. 62. Benefits  of  Innova1on  Culture  @  Google   •  Sustained  ability  to:   –  Enter  new  ver1cals     –  Create  new  product  categories  and  industries   –  Move  quickly     –  Stay  ahead  of  rivals   –  AUract  the  best  talent   –  Dominate  their  markets   –  Build  a  world-­‐leading  ‘innova1on  ecosystem’  in/around  Google   •  ‘Innova1on  culture’  used  from  Day  One  as  a  tool  to:   –  Build  a  ‘flat’  company   –  Less  hierarchy  than  most  other  enterprises   –  Rapid  decision-­‐making   –  Superior  strategic  vision  +  execu1on   –  Accept  failures,  learn  from  failures,  shut  down  failures  quickly   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015  Oct  16  2015  
  63. 63. Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015   Microso_  1980s  -­‐  2014  
  64. 64. Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015   Microso_  2015  
  65. 65. Key  Ques1ons   •  How  does  a  company  maintain  its  culture  as  it   scales/grows?   •  How  can  an  exis1ng  company  ‘pivot’  its   culture  to  be  more  innova1on-­‐centric?   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015  Oct  16  2015  
  66. 66. Innova7on  Culture  Prac7ces  @  Google   •  Hire  for  personality  &  culture  fit   •  Value  speed  &  pivo1ng  in  decision-­‐making   •  Work,  eat  and  live  together   •  Do  all  reorgs  in  a  day   •  Organize  the  company  around  the  people  whose   impact  is  the  highest   •  Establish  a  culture  of  ‘Yes’   •  Bet  on  technical  insights,  not  market  research   •  Default  to  open,  not  closed   •  Don’t  follow  compe11on   •  Avoid  deep  hierarchies   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015  Oct  16  2015  
  67. 67. Who  Is  Your   ‘Chief  Culture  Officer’?  
  68. 68. Culture   Beats   Strategy  
  69. 69. Company  Culture     is  the  core     Innova7on  Plajorm  
  70. 70. Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015   Sa7rical  Org  Charts,   by  Manu  Cornet   (2011)   French  So_ware   Engineer  at  Google.  
  71. 71.     Wrap-­‐Up   and  Summary    
  72. 72. The  Essence  of  ‘Design  Thinking’  
  73. 73.   Product  Design   Excellence  &  Skills   Are  EssenCal  to   Growing  Successful   Companies  in  Ukraine      
  74. 74. Customer  Demand  for  Quality   is  Extremely  Important       Companies  Must  Understand   the  End-­‐to-­‐End   Customer  Experience  
  75. 75. Join Our Online Community @europreneurs Speaker Presentation Slides www.slideshare.net/burtonlee1 Speaker Videos – YouTube Channel ‘StanfordEuropreneurs’ ‘European Innovation @Stanford’ www.StanfordEuropreneurs.org me421.stanford.edu
  76. 76. THANK  YOU   Dr.  Burton  Lee  PhD  MBA   Stanford  School  of  Engineering   Burton.Lee@Innovarium.net     WWW.STANFORDEUROPRENEURS.ORG     @EUROPRENEURS  
  77. 77.   Working  in  Silicon  Valley,  Europe,  La7n  America  and  Washington  DC   •  Senior  financial,  technical  and  strategy  advisory  services  for  global  technology  innova1on  organiza1ons   •  Professional  Services   –  Technology  startup  and  growth  companies   •  Interim  CXO  and  Advisory  Board  roles   •  Expert  guidance  &  decision-­‐making  at  the  interface  between  market/customers,  technology  and  finance   •  Business  development  –  industrial  and  government   •  Business  plan  prepara1on/research/review;  Government  Grant  proposal  prepara1on/review   •  Coaching  and  mentoring  of  CEOs  and  other  CXO-­‐level  managers   •  Assistance  with  government  regulatory  and  policy  agencies   –  Angel,  venture  capital  and  private  equity  Investors   •  Fund  strategy,  team  selec1on  and  market  posi1oning   •  Due  diligence:  technical,  financial,  strategy  and  business  models   –  Public  and  non-­‐profit  R&D  laboratories   •  Technology  transfer  &  partnerships;  venturing  and  spin-­‐out  of  companies;  strategy  and  business  development;  grant  applica1ons   –  Research  universi1es   •  Innova1on-­‐related  models,  policies  and  prac1ces   •  Technology  transfer  and  licensing;  industry  partnerships  and  rela1ons;  development  and  strategy;  grant  applica1ons   –  Na1onal  and  regional  government  agencies   •  Innova1on  policy  formula1on,  analysis  and  review;  cluster  development  strategy;  economic  impact  studies   •  Science  &  technology  policy  formula1on,  analysis  &  review:  space,  avia1on,  nanotechnology,  sobware/AI/robo1cs,  manufacturing   •  Selected  recent  clients   –  US/European  technology  startup  companies  –  alterna1ve  energy,  robo1cs/AI,  sobware,  Internet,  nanotech   –  Venture  and  private  equity  funds  –  aerospace,  nanotechnology,  ICT,  compu1ng,  advanced  materials,  clean  tech   –  Office  of  the  Prime  Minister,  Ireland;  European  Commission;  Na1onal  Science  Founda1on;  NASA,  Na1onal  Academies   •  Dr.  Burton  Lee  PhD  MBA,  Managing  Director   –  Contact:  Burton.Lee@innovarium.net                                                                Based  in  Palo  Alto,  CA  near  Stanford  University   –  Bio/References:  LinkedIn  Profile   –  Lecturer,  European  Entrepreneurship  &  Innova1on,  Stanford  School  of  Engineering  

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