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The question today isn't : Can we build this? - but should we build this?

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Summary: There are lots of reasons why products fail, but the number one reason remains the fact that we simply build something nobody wants.

Learning Objectives:
"Are we building the right thing? Our end-users can tell if we are building the “right” thing. But sometimes they do not know either. We are dealing with “know unknowns” and “unknown unknowns”.

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The question today isn't : Can we build this? - but should we build this?

  1. 1. Frederik Vannieuwenhuyse The question today isn’t: "Can we build this?” but, "Should we build this?"
  2. 2. @vfrederik 1. Examples of failure 2. Building the right product: Who’s responsible? 3. Lean startup thinking 4. Tool: Minimum Viable Product 5. How to facilitate? Outline
  3. 3. @vfrederikOutline 1. Examples of failure 2. Building the right product: Who’s responsible? 3. Lean startup thinking 4. Tool: Minimum Viable Product 5. How to facilitate?
  4. 4. @vfrederikExample (1/3)
  5. 5. @vfrederikExample (2/3) Iridium (satellite phones) 1987 - 1998 https://steveblank.com/2010/11/01/no-business-plan-survives-first-contact-with-a-customer-–-the-5-2-billion-dollar-mistake/
  6. 6. @vfrederikExample (3/3) http://www.recode.net/2016/3/4/11586696/meerkat-is-ditching-the-livestream-and-chasing-a-video-social-network http://memeburn.com/2016/10/meerkat-houseparty-app/ Meerkat mid 2015 - sept 2016
  7. 7. 93 of the Biggest, Costliest Startup Failures of All Time https://www.cbinsights.com/blog/biggest-startup-failures/
  8. 8. @vfrederikThe BOOTSTART Manifesto https://blog.leanstack.com/the-bootstart-manifesto-65b41da6216
  9. 9. @vfrederikThe BOOTSTART Manifesto https://blog.leanstack.com/the-bootstart-manifesto-65b41da6216
  10. 10. @vfrederikThe BOOTSTART Manifesto https://blog.leanstack.com/the-bootstart-manifesto-65b41da6216
  11. 11. @vfrederikThe BOOTSTART Manifesto https://blog.leanstack.com/the-bootstart-manifesto-65b41da6216
  12. 12. @vfrederik http://fortune.com/2014/09/25/why-startups-fail-according-to-their-founders/ Top reasons startups fail
  13. 13. @vfrederik http://fortune.com/2014/09/25/why-startups-fail-according-to-their-founders/ Top reasons startups fail No Market Need 42%
  14. 14. @vfrederik “Get to your customers as fast as possible & learn from them to build your product.” “We built the website first and asked our customers about it later.” - Robin Chase, Co-Founder of Zipcar http://www.businessinsider.com/startup-failures-learning-2013-9
  15. 15. @vfrederik 1. Examples of failure 2. Building the right product: Who’s responsible? 3. Lean startup thinking 4. Tool: Minimum Viable Product 5. How to facilitate? Outline
  16. 16. @vfrederikScrum: The Product Owner
  17. 17. @vfrederikScrum: The Product Owner
  18. 18. @vfrederikScrum: Building the right product “Value can be measured with velocity.” - Anonymous
  19. 19. @vfrederikScrum: Building the right product “Value can be measured with velocity.” WRONG! - Anonymous
  20. 20. @vfrederik 1. Examples of failure 2. Building the right product: Who’s responsible? 3. Lean startup thinking 4. Tool: Minimum Viable Product 5. How to facilitate? Outline
  21. 21. @vfrederik1. Entrepreneurs are everywhere
  22. 22. @vfrederik2. Entrepreneurship is management
  23. 23. @vfrederik3. Validated learning
  24. 24. @vfrederik4. Innovation accounting
  25. 25. @vfrederik5. Build - Measure - Learn Build Measure Learn
  26. 26. @vfrederikPlan - Do - Check - Act Plan Do Check Act
  27. 27. @vfrederikPlan - Do - Check - Act http://docs.ilean.be/Sessions/20141127_XPDays2014/20141127_XPDays2014_MultiLevelFeedbackCycles.pdf
  28. 28. @vfrederik “We must learn what customers really want, not what they say they want or what we think they should want.” - Eric Ries, The Lean Startup Learn from your customer
  29. 29. https://i.ytimg.com/vi/a-J_SwmMJyo/maxresdefault.jpg Steve Blank
  30. 30. @vfrederik Hypothesis-Driven Thinking
  31. 31. @vfrederikConsider everything as a hypothesis requirement noun re·quire·ment -ˈkwī(-ə)r-mənt :  something required: a :  something wanted or needed b :  something essential to the existence or occurrence of something else
  32. 32. @vfrederikConsider everything as a hypothesis requirement noun re·quire·ment -ˈkwī(-ə)r-mənt :  something required: a :  something wanted or needed b :  something essential to the existence or occurrence of something else
  33. 33. @vfrederikConsider everything as a hypothesis assumption noun as·sump·tion ə-ˈsəm(p)-shən a :  an assuming that something is true b :  a fact or statement (as a proposition, axiom, postulate, or notion) taken for granted
  34. 34. @vfrederikConsider everything as a hypothesis assumption noun as·sump·tion ə-ˈsəm(p)-shən a :  an assuming that something is true b :  a fact or statement (as a proposition, axiom, postulate, or notion) taken for granted
  35. 35. @vfrederikConsider everything as a hypothesis hypothesis noun hy·poth·e·sis hī-ˈpä-thə-səs : an idea or theory that is not proven but that leads to further study or discussion
  36. 36. @vfrederikConsider everything as a hypothesis hypothesis noun hy·poth·e·sis hī-ˈpä-thə-səs : an idea or theory that is not proven but that leads to further study or discussion RIGHT WRONG
  37. 37. @vfrederik We believe that [FEATURE]
 for [PERSONAS]
 will achieve [OUTCOME]
 validated by [MEASUREMENTS / FEEDBACK]. Hypothesis statement
  38. 38. @vfrederikExample: problem statement
  39. 39. @vfrederikExample: hypothesis statement We believe that adding hotel room images on the pricing page for a potential guest will achieve more customer conversions validated by a 10% increase in customers who booking a hotel room (compared to a previous period). [OUTCOM E] [FEATURE] [PERSONA] [M EASURE]
  40. 40. @vfrederik “Although we write the feedback loop as Build-Measure-Learn because the activities happen in that order, our planning really works in the reverse order” (The Lean Startup, pages 77-78) Build - Measure - Learn
  41. 41. @vfrederikBuild - Measure - Learn https://steveblank.files.wordpress.com/2015/05/hypotheses-experiment.jpg
  42. 42. @vfrederikTesting the right things https://medium.com/@toma_dan/5-steps-to-prioritization-that-actually-works-22b700d34b5e#.hnw5kz8ll uncertainty
  43. 43. @vfrederikTesting the right things https://medium.com/@toma_dan/5-steps-to-prioritization-that-actually-works-22b700d34b5e#.hnw5kz8ll uncertainty
  44. 44. @vfrederik 1. Examples of failure 2. Building the right product: Who’s responsible? 3. Lean startup thinking 4. Tool: Minimum Viable Product 5. How to facilitate? Outline
  45. 45. @vfrederik http://www.stefangolling.de/wp-content/uploads/2014/07/BDUF_vs_MVP-1170x716.png Minimum Viable Product
  46. 46. @vfrederik “The minimum amount of effort you have to do to complete exactly one turn of the Build-Measure-Learn feedback loop.” Minimum Viable Product - Eric Ries, The Lean Startup
  47. 47. @vfrederik “The lesson of the MVP is that any additional work beyond what was required to start learning is waste, no matter how important it might have seemed at the time.” Minimum Viable Experiment - Eric Ries, The Lean Startup
  48. 48. @vfrederikStory map MVP Functionalities Productincrements
  49. 49. @vfrederik Some MVP examples
  50. 50. @vfrederikExample 1/3: Explainer video https://www.youtube.com/watch?v=xy9nSnalvPc
  51. 51. @vfrederik http://image.slidesharecdn.com/jessleefakedoorshustlecon2013-130710180524-phpapp01/95/fake-doors-how-to-test-product-ideas-quickly-hustlecon-2013-16-638.jpg?cb=1373479714 Example 2/3: Fake door
  52. 52. @vfrederik https://ioneglobalgrind.files.wordpress.com/2014/02/mcspaghetti.jpg Example 2/3: Fake door
  53. 53. @vfrederikExample 3/3: Mechanical Turk https://upload.wikimedia.org/wikipedia/commons/2/27/Kempelen_chess1.jpg
  54. 54. @vfrederikExample 3/3: Mechanical Turk http://scalemybusiness.com/wp-content/uploads/2013/04/zappos.jpg
  55. 55. @vfrederik 1. Examples of failure 2. Building the right product: Who’s responsible? 3. Lean startup thinking 4. Tool: Minimum Viable Product 5. How to facilitate? Outline
  56. 56. @vfrederikThink - Make - Check @vfrederik
  57. 57. @vfrederik https://n0lcqtmqb8-flywheel.netdna-ssl.com/wp-content/uploads/2016/01/Surveys.jpg Collect user feedback
  58. 58. @vfrederikValidation loop
  59. 59. @vfrederikBacklog with hypothesis statements
  60. 60. @vfrederikExperiment Kanban Backlog Build Measure Learn 212 Metrics Experiments Hypotheses Validated learning
  61. 61. @vfrederik Request 5 Assumptio ns 3 Hypothesis 2 Ready to- do 4 Backlog 5 Ready to- try 3 Build 2 Measure 2 Learn 2 Experiment Kanban
  62. 62. @vfrederik Request 5 Concept/ Assumptions 3 Analyse/ hypothesis 2 Backlog 5 Ready to-do 3 Elaborate 2 Develop 2 Validate 2 Ready to- try 3 Build 2 Measure 2 Learn 2 Experiment Kanban http://www.discovery-kanban.com @okaloa User story Hypothesis
  63. 63. @vfrederikExperiment Kanban Hypothesis Requests Assumptions “Backlog”
  64. 64. @vfrederikExperiment Kanban Validated learning “Backlog” Development flow Experiment flow User story Experiment
  65. 65. @vfrederik Team vision and discipline over individuals and interactions (or processes and tools) Validated learning over working software (or comprehensive documentation) Customer discovery over customer collaboration (or contract negotiation) Initiating change over responding to change (or following a plan) Evolution of the Agile Manifesto http://jchyip.blogspot.de/2010/06/kent-becks-evolution-of-agile-manifesto.html
  66. 66. @vfrederik Learn from your customer Consider everything a hypothesis Tool: Minimum Viable Product Tool: Experiment kanban Recap
  67. 67. @vfrederikConsider everything as a hypothesis “Understanding is emergent. We don’t start out knowing the solution.” - Jim Benson
  68. 68. @vfrederikResources (1/2) • Books • Boo Hoo: A Dot.com Story from Concept to Catastrophe • The Lean Startup, Eric Ries • Running Lean, Ash Maurya • Lean UX, Jeff Gothelf • The Mom Test, Rob Fitzpatrick
  69. 69. @vfrederikResources (2/2) • Standish Group 2015 Chaos Report • Why startups fail, according to their founders • 93 of the Biggest, Costliest Startup Failures of All Time • The 13 Biggest Failures From Famous Entrepreneurs And What They've Learned From Them • Product Owners Maximizing Value • The BOOTSTART Manifesto • Multi-level feedback cycles in Scrum • Why Build, Measure, Learn – isn’t just throwing things against the wall to see if they work – the Minimal Viable Product • 5-Steps to Prioritization That Actually Works • 7 New Ways to Test Your Minimum Viable Product • 15 ways to test your minimum viable product • Lean UX blog posts • Not all kanban is alike • Keep Calm and Test the Hypothesis. 2 Minutes to See Why
  70. 70. Frederik Vannieuwenhuyse Let’s connect!

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