How to do lean planning

Aloha.

@farrahbostic#planningness

i’ve been a...

i’ve been a... copywriter website maker account planner brand strategist qualitative researcher innovation specialist entrepreneur

This place pays me to be a Group Planning Director

But what I do is make digital things for clients... that are increasinglycentered on mobile & social experiences.

I’m a little bitof an adland nerd.

I’m a little bitof an adland nerd.So bear with me.

Adland 1.0:Persuasion & Positioning

Adland 2.0:Culture & Emotion

Adland 3.0Participation

Adland 4.0? APIs

LEGO: They give you the parts, you decide what to make

Apple: A tightly controlledproduct & brand that you can project yourself onto

Think of brands as APIs, &platforms as middleware

How do we createAPI-like things for the brands we serve?

Our business: Ads.Commissioned by clients.Designed by agencies.Executed by vendors.We know what they’re for.We know when they’re over.

A quick horror story.

“You need to add value to peoples lives, not just expect them to participate because you goddamn well asked them.”Mel Exon, BBH Labs http://anjalir.wordpress.com/2011/04/12/sxsw-in-retrospect-the-last-of-the-launch-and-leave-ems/

I  Start-upsI pitched at StartUp Weekend inNYC last fall and learned a lot abouthow people get from an idea to aprototype... in less than 48 hours.I’m also involved with Women 2.0,which is more generous - you gofrom concept to launch in 5 weeks.Imagine if we could work so fast!

What we’re going to do together

What we’re going to do togetherWhile I’m blathering on...

What we’re going to do togetherWhile I’m blathering on...Think about a problem you have.

What we’re going to do togetherWhile I’m blathering on...Think about a problem you have.Then think of a possible solution a brand could offer -could be a product, a service, an experience.

What we’re going to do togetherWhile I’m blathering on...Think about a problem you have.Then think of a possible solution a brand could offer -could be a product, a service, an experience.You’re going to pitch your idea at the end.

What we’re going to do togetherWhile I’m blathering on...Think about a problem you have.Then think of a possible solution a brand could offer -could be a product, a service, an experience.You’re going to pitch your idea at the end.Well - about 12 of you are.

What we’re going to do togetherWhile I’m blathering on...Think about a problem you have.Then think of a possible solution a brand could offer -could be a product, a service, an experience.You’re going to pitch your idea at the end.Well - about 12 of you are.You’ll get :30 to pitch it.

What we’re going to do togetherWhile I’m blathering on...Think about a problem you have.Then think of a possible solution a brand could offer -could be a product, a service, an experience.You’re going to pitch your idea at the end.Well - about 12 of you are.You’ll get :30 to pitch it.Just FYI. :)

What we’re going to do together

What we’re going to do togetherThen we’re going to vote on those ideas.

What we’re going to do togetherThen we’re going to vote on those ideas.We’re going to generate a model for 6 of them.

What we’re going to do togetherThen we’re going to vote on those ideas.We’re going to generate a model for 6 of them.And you’re going to have to leave the buildingand (uh oh!) talk to at least 5 people.

What I promised...

But then...

But then... 3,377 hits so far

So.No “insights”.

Anyway...What is lean?

Principles of Lean Start-upsContinuous customer interactionRevenue goals from day oneNo scaling until revenueAssume customer and features are unknownsLow burn by design, not crisis

Well, when youput it that way...

Requirements Design Implementation Testing Maintenance

The results for start-ups:High burn rateSwinging for the fencesFull management teamsAssuming the customer is knownAssuming the features are knownAssuming growth happens by execution

Seem familiar? Client Brief Research Creative Brief Creative Development Production Media!

The results for agencies:High burn rateSwinging for the fencesThrowing people at the problemAssuming the target is knownAssuming the messages/media are knownAssuming growth happens by execution

“The best place to get started making things is to solve your own problems.”Noah Brier, Percolate http://www.slideshare.net/nbrier/thinking-about-innovation

So, where are the lean agencies? http://theleanstartup.com/

Can there be only one? http://www.madebymany.com

Lots of people aretalking about it...Do Agencies Need to GoogleThink Like Software #Firestarters: Companies? Agile Planning

But they can startto sound like this.

Prototype!Iterate!#Buildshit!

Creative Briefs?

We have an ownership problem.The client owns the brand.Accounts owns the client.Planning owns the brief.Creative owns the idea.

Client Brief Research Creative Brief Creative Development Production Media!

by Th -p eClient Brief ro cre du a ct tive of b Research th rie is f pr is oc a es Creative Brief s. Creative Development Production Media!

“Stop communicating products & start making communication products.”Gareth Kay, Goodby http://www.slideshare.net/garethk/postdigitalbriefs2-august-2010

The brief is not the product.

The brief is not the product. The campaign is the product.

You can’t do it alone.Planners, like start-up founders, can’t do itall themselves.You need co-founders.Creative and technical co-founders.

Remember.Our product is the campaign.Our economic buyer is the client.Our end user is the customer.So we have to design with both in mind.

What’s a lean brief?

What’s a lean brief? It’s not just ‘quick to make & quick to change’

Let’s focus.

Let’s focus.The problem facing a lean planner is not‘what about the creative brief’?

Let’s focus.The problem facing a lean planner is not‘what about the creative brief’?It’s ‘how do we seek an effective campaign modelwith as little waste as possible?’

Let’s focus.The problem facing a lean planner is not‘what about the creative brief’?It’s ‘how do we seek an effective campaign modelwith as little waste as possible?’Or, ‘how do we build the minimal experience orutility that makes the most difference for ourclient’s customer (and therefore our client’sbusiness) in the short term, that we can scale?’

Learning.Understanding. Empathy.

Prototyping. Testing.“Existing companies executebusiness models, while startupssearch for a business model.”— Steve Blank Discovery.

“We always have a vision that is clearly articulated, big enough to matter & shared by the whole team. “Our goal is always to discover which aspects of this vision are grounded in reality & adapt those aspects that are not.”The ‘brief’... Planning! http://www.startuplessonslearned.com/

Customer Discovery With thanks to Steve Blank

The client brief isjust one input tocampaign model seeking. It’s not the Bible.

5 steps

Step 0

Get buy-in.

Get buy-in.Together with clients, we start with setting amission - why are we about to spend all thismoney?

Get buy-in.Together with clients, we start with setting amission - why are we about to spend all thismoney?Then, we establish our values: we embrace theimportance of learning, discovery & failure.

Get buy-in.Together with clients, we start with setting amission - why are we about to spend all thismoney?Then, we establish our values: we embrace theimportance of learning, discovery & failure.Finally, we commit to the mission and ourvalues, by budgeting for it with time & cash.

Step 1

Start guessing.

Start guessing.Again, with clients, we generatehypotheses.

Start guessing.Again, with clients, we generatehypotheses.About who the customer for thisproduct or brand is.

Start guessing.Again, with clients, we generatehypotheses.About who the customer for thisproduct or brand is.About what matters to them andhow they live their lives.

Start guessing.Again, with clients, we generatehypotheses.About who the customer for thisproduct or brand is.About what matters to them andhow they live their lives.About how we can create

Write your guesses down.

Write your guesses down.About your customer and their problem or desire.

Write your guesses down.About your customer and their problem or desire.About what to make (the campaign).

Write your guesses down.About your customer and their problem or desire.About what to make (the campaign).About where to place or build the campaign.

Write your guesses down.About your customer and their problem or desire.About what to make (the campaign).About where to place or build the campaign.About how you’ll get people there.

Write your guesses down.About your customer and their problem or desire.About what to make (the campaign).About where to place or build the campaign.About how you’ll get people there.About what the market is like.

Write your guesses down.About your customer and their problem or desire.About what to make (the campaign).About where to place or build the campaign.About how you’ll get people there.About what the market is like.About who your true competitors are.

Step 2

Get out of the building.

Talk to people.Not a lot. 5-10.Not in a facility. This ain’tNot through a recruiter. market research, so we don’t have to beNot the perfect ‘respondent.’ science-y.

In fact...

In fact...After 3 people, prioritize your top 3 issues orquestions.

In fact...After 3 people, prioritize your top 3 issues orquestions.After 5 people, start asking new questions.

In fact...After 3 people, prioritize your top 3 issues orquestions.After 5 people, start asking new questions.This isn’t about approval.

In fact...After 3 people, prioritize your top 3 issues orquestions.After 5 people, start asking new questions.This isn’t about approval.It’s about learning.

Step 3

Be honest.

Be honest.Are these really your customers?

Be honest. Are these really your customers?Is their problem really painful, or their desire really strong? Does it even exist?

Be honest. Are these really your customers?Is their problem really painful, or their desire really strong? Does it even exist? Are they really making decisions the way you thought?

Be honest. Are these really your customers?Is their problem really painful, or their desire really strong? Does it even exist? Are they really making decisions the way you thought?What do you need to change?

A reality check.

A reality check.Talk to your co-founders.

A reality check.Talk to your co-founders.Do you need to seek other customers thatare a better fit?

A reality check.Talk to your co-founders.Do you need to seek other customers thatare a better fit?Do you need to rethink your positioning?

A reality check.Talk to your co-founders.Do you need to seek other customers thatare a better fit?Do you need to rethink your positioning?Is it possible to give people what they want?

A reality check.Talk to your co-founders.Do you need to seek other customers thatare a better fit?Do you need to rethink your positioning?Is it possible to give people what they want?Do you need to start over?

Step 4

Repeat.

Repeat. Learn

Repeat. Learn Build

Repeat. LearnMeasure Build

Campaign Model GenerationWith apologies to Business Model Generation http://www.businessmodelgeneration.com/

Remember: It’s our job to seek thecampaign model With as little waste as possible.

http://www.businessmodelgeneration.com/ http://thestartuptoolkit.com/

Our client’s customers, prospects, and their influencers or gatekeepershttp://www.businessmodelgeneration.com/ http://thestartuptoolkit.com/

Our client’s Solving a customers, problem prospects, and their Satisfying a influencers or need gatekeepershttp://www.businessmodelgeneration.com/ http://thestartuptoolkit.com/

Branded experiences & utilities Our client’s Solving a customers, problem prospects, and their Satisfying a influencers or need gatekeepershttp://www.businessmodelgeneration.com/ http://thestartuptoolkit.com/

Branded experiences & utilities Our client’s Solving a customers, problem prospects, and their Satisfying a influencers or need gatekeepers People Software & APIs The client’s product or brand equityhttp://www.businessmodelgeneration.com/ http://thestartuptoolkit.com/

Branded experiences & utilities Our client’s Solving a customers, problem prospects, and their Satisfying a influencers or need gatekeepers People Paid, earned & owned media Software & APIs Distribution & The client’s product sales or brand equityhttp://www.businessmodelgeneration.com/ http://thestartuptoolkit.com/

Time, place & Branded tone experiences & utilities Our client’s Interactions & Solving a touch-points customers, problem prospects, and their Satisfying a influencers or need gatekeepers People Paid, earned & owned media Software & APIs Distribution & The client’s product sales or brand equityhttp://www.businessmodelgeneration.com/ http://thestartuptoolkit.com/

Time, place & Branded tone experiences & Freelancers utilities Interactions & Our client’s Solving a touch-points customers, Production Houses problem prospects, and their Media publishers Satisfying a influencers or need gatekeepers Clients People Paid, earned & owned media Software & APIs Distribution & The client’s product sales or brand equityhttp://www.businessmodelgeneration.com/ http://thestartuptoolkit.com/

Time, place & Branded tone experiences & Freelancers utilities Interactions & Our client’s Solving a touch-points customers, Production Houses problem prospects, and their Media publishers Satisfying a influencers or need gatekeepers Clients People Paid, earned & owned media Software & APIs Distribution & The client’s product sales or brand equity Pass-through costs Salaries & operating expenseshttp://www.businessmodelgeneration.com/ http://thestartuptoolkit.com/

Time, place & Branded tone experiences & Freelancers utilities Interactions & Our client’s Solving a touch-points customers, Production Houses problem prospects, and their Media publishers Satisfying a influencers or need gatekeepers Clients People Paid, earned & owned media Software & APIs Distribution & The client’s product sales or brand equity Client pays for strategy, development, implementation, media/hosting, testing Pass-through costs and iteration Salaries & operating expenses What if you could invent new revenue streams for your agency or client?http://www.businessmodelgeneration.com/ http://thestartuptoolkit.com/

This is the new ‘brief’ “I don’t need any more ideas. We’ve got plenty of ideas. I need to know what to make.”

Prototype & Iterate

What’s a prototype?It’s not a finished product.It can be a drawing.Or a description.It’s enough for people to react to.

Why prototype?Because, otherwise, we’re still justguessing.

What’s iterating?It’s not starting over.It’s not doing something else.It’s not adding on features.It’s evolving, refining, maximizing,optimizing...

The goal isn’t perfection.The goal is the minimum you can make or dothat provides the most perceived benefit tothe customer, and is different enough fromother options they know about. (MVP)Good enough might actually be good enough.

A note on pivots

Lean Pirates &Agile Ninjas talkabout ‘pivoting’ a lot

Pivoting isn’t a goal.It’s a necessity.

It happens whenyou’ve done all youcan with the 1st idea.

And you make theintuitive leap to abetter one.

Where does thisintuition come from?

Empathy & Discovery. Planning!

Empathy & Discovery. Learn Planning!

Empathy & Discovery. Learn Build Planning!

Empathy & Discovery. Learn Measure Build Planning!

Mahalo.

Your turn.1. Pitch - 12 ideas, :302. Vote - for great ideas, not just good friends.3. Join a team - be balanced, play fair.4. Generate hypotheses.5. Get out of the building.6. What was your idea, did you find customers?

How to do lean planning

The Difference Engine

How to do lean planning