Design Thinking for startups - How to find and validate your startup idea ?

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Slides from the class at Solvay Brussels School. How to identify and validate your startup idea. Intro to the Design Thinking approach, Business Model Canvas and Customer Development

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  • Hello Fred. Congratulations for linking design thinking to entrepreneurship. A practical view perspective. Con you share this presentation with me.
    Alejandro Huesca
    Studio Leader
    Innovation Sphere Program
    ITESM University
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Design Thinking for startups - How to find and validate your startup idea ?

  1. 1. 0. Introduction to entrepreneurship Frédéric Ooms (@fredooms) www.thebraintwist.com
  2. 2. 0.
  3. 3. Tom and Anne, 26 and 24, PhD 3
  4. 4. Sarah, 25, Business School 4
  5. 5. VivesII - InvestmentManager 5
  6. 6. BLOG-THEBRAINTWIST.COM 6
  7. 7. Killer idea...
  8. 8. Lots of $$$$$$$$$... 8
  9. 9. A lot of them fail... 9
  10. 10. How could I help them?
  11. 11. + + My toolbox...
  12. 12. think outside of the box...
  13. 13. 1. “Design thinking can be described as a discipline that uses the designer’s sensibility and methods to match people’s needs with what is technologically feasible and what a viable business strategy can convert into customer value and market opportunity.” - Tim Brown (Ideo)
  14. 14. The Deep Dive
  15. 15. Business (viable) Human values(usability,desirability) Technology (feasibility)
  16. 16. Uncertainty Business Clarity (viable) Human values (usability,desirability) Technology (feasibility) “Design thinking can be described as a discipline that uses the designer’sInspiration Ideation Implement sensibility and methods to match people’s needs with what is technologically feasible and what a viable business strategy can convert into Synthesize Prototyping customer value and market opportunity.” - Tim Brown (Ideo)
  17. 17. “Genius is 1% inspiration and99% perspiration” Thomas Edison INSPIRATION Stock your creative reservoir before you go fishing for ideas
  18. 18. Spend some time defining the right question(Identify a design challenge) ?
  19. 19. Define constraints...
  20. 20. Spend some time defining the right question(Identify a design challenge)How can we raise kids awareness of the benefitsof fresh food so they can make better choices?What global challenge do you think innovationleaders should work to solve right now?How might we increase the availability ofaffordable learning tools & services for studentsin the developing world?
  21. 21. Designchallenge5 minutes exercice
  22. 22. leave the school !
  23. 23. leave
  24. 24. IDEAS COME FROM EVERYWHERE “Ideas are coming from everywhere” - Marissa Mayer
  25. 25. Learning is everywhere
  26. 26. Learning is everywhere Netfix
  27. 27. Learning is everywhere
  28. 28. Being empathic (observe) step into someone else’s shoes
  29. 29. Being empathic (observe) look through customers’ eyes
  30. 30. Being empathic (observe) and ...defer judgment
  31. 31. Never stop asking open questionsand challenge the status quo Ask questions with the same innocence as a child + 5 Why... + What if... + Why not... + How else can we do this... + How can we improve this...
  32. 32. Being empathic (observe) The ability to step outside of yourself... source Ideo
  33. 33. Being empathic (observe) ...and see the world as other people see itsource Ideo
  34. 34. Conduct interviews
  35. 35. Ideo Method cards: http://www.ideo.com/by-ideo/method-cards
  36. 36. synthesize
  37. 37. 5 minutes exercice
  38. 38. Ideation
  39. 39. Brainstorming rules Don’t Do it the IDEO way- the boss speaks first + defer judgment- everybody gets a turn + build on the ideas of others- experts only please + encourage wild ideas- do it off-site + go for quantity- no silly stuff + be visual- write down everything + stay focused on the topic + one conversation at a time
  40. 40. Classify and Vote
  41. 41. “What I hear, I forgetWhat I see, I rememberWhat I do, I understand” Lao TsePrototyping “Language is convincing Seeing is believing Touching is reality” Alan Key
  42. 42. The Marshmallow exercice
  43. 43. Build to learn...and iterate fast& cheap
  44. 44. Build to learn...and be open-mindedto feedbacks
  45. 45. Build to learn...
  46. 46. Build to learn...source Ideo
  47. 47. Build to learn...
  48. 48. Build to learn... www.balsamiq.com/
  49. 49. Build to learn and test all yourhypothese..
  50. 50. Build to learn and test all yourhypothese.. +
  51. 51. Build to learn and test all yourhypothese..KeepItSimpleStupid
  52. 52. Great exemples
  53. 53. Being empathic (observe) Insulin purity vs patient convenience
  54. 54. Being empathic
  55. 55. Being empathic
  56. 56. Implement“An idea is not a company...” - Steve Blank
  57. 57. 2. JUST DO IT!
  58. 58. Build a great A team... 64
  59. 59. The team
  60. 60. + DesignChallenge +

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