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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 increasingly
centered on mobile & social
       experiences.
I’m a little bit
of an adland nerd.
I’m a little bit
of an adland nerd.

So bear with me.
Adland 1.0:
Persuasion &
 Positioning
Adland 2.0:
Culture & Emotion
Adland 3.0
Participation
Adland 4.0?
    APIs
LEGO: They give you the parts,
  you decide what to make
Apple: A tightly controlled
product & brand that you can
    project yourself onto
Think of brands as APIs, &
platforms as middleware
How do we create
API-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 people's 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-ups
I pitched at StartUp Weekend in
NYC last fall and learned a lot about
how people get from an idea to a
prototype... in less than 48 hours.
I’m also involved with Women 2.0,
which is more generous - you go
from 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 together
While I’m blathering on...
What we’re going to do together
While I’m blathering on...
Think about a problem you have.
What we’re going to do together
While 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 together
While 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 together
While 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 together
While 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 together
While 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 together


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


Then 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 together


Then 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 building
and (uh oh!) talk to at least 5 people.
What I promised...
What I promised...
But then...
But then...
But then...



              3,377 hits so far
So.
No “insights”.
Anyway...
What is lean?
Principles of Lean Start-ups

Continuous customer interaction
Revenue goals from day one
No scaling until revenue
Assume customer and features are unknowns
Low burn by design, not crisis
Well, when you
put it that way...
Requirements



          Design



               Implementation



                          Testing



                                Maintenance
The results for start-ups:
High burn rate
Swinging for the fences
Full management teams
Assuming the customer is known
Assuming the features are known
Assuming growth happens by execution
Seem familiar?
  Client Brief

            Research

                 Creative Brief

                         Creative Development

                                    Production

                                          Media!
The results for agencies:
High burn rate
Swinging for the fences
Throwing people at the problem
Assuming the target is known
Assuming the messages/media are known
Assuming 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 are
talking about it...
Do Agencies Need to       Google
Think Like Software   #Firestarters:
   Companies?         Agile Planning
But they can start
to 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 e
Client 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 it
all 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 model
with 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 model
with as little waste as possible?’
Or, ‘how do we build the minimal experience or
utility that makes the most difference for our
client’s customer (and therefore our client’s
business) in the short term, that we can scale?’
Learning.
Understanding.

     Empathy.
Prototyping.
                        Testing.
“Existing companies execute
business models, while startups
search 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 is
just one input to
campaign model
     seeking.
             It’s not the Bible.
5 steps
Step 0
Get buy-in.
Get buy-in.

Together with clients, we start with setting a
mission - why are we about to spend all this
money?
Get buy-in.

Together with clients, we start with setting a
mission - why are we about to spend all this
money?
Then, we establish our values: we embrace the
importance of learning, discovery & failure.
Get buy-in.

Together with clients, we start with setting a
mission - why are we about to spend all this
money?
Then, we establish our values: we embrace the
importance of learning, discovery & failure.
Finally, we commit to the mission and our
values, by budgeting for it with time & cash.
Step 1
Start guessing.
Start guessing.
Again, with clients, we generate
hypotheses.
Start guessing.
Again, with clients, we generate
hypotheses.
About who the customer for this
product or brand is.
Start guessing.
Again, with clients, we generate
hypotheses.
About who the customer for this
product or brand is.
About what matters to them and
how they live their lives.
Start guessing.
Again, with clients, we generate
hypotheses.
About who the customer for this
product or brand is.
About what matters to them and
how 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’t
Not through a recruiter.        market research, so
                                we don’t have to be
Not the perfect ‘respondent.’       science-y.
In fact...
In fact...

After 3 people, prioritize your top 3 issues or
questions.
In fact...

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

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

After 3 people, prioritize your top 3 issues or
questions.
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 that
are a better fit?
A reality check.

Talk to your co-founders.
Do you need to seek other customers that
are 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 that
are 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 that
are 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.
             Learn




Measure
                     Build
Campaign Model
  Generation
With apologies to Business Model Generation




                              http://www.businessmodelgeneration.com/
Remember:
   It’s our job to
         seek the
campaign model
  With as little waste as possible.
http://www.businessmodelgeneration.com/   http://thestartuptoolkit.com/
http://www.businessmodelgeneration.com/   http://thestartuptoolkit.com/
Our client’s
                                                  customers,
                                                  prospects, and
                                                  their
                                                  influencers or
                                                  gatekeepers




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




http://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




http://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 equity




http://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 equity




http://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 equity




http://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




http://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 expenses




http://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 just
guessing.
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 do
that provides the most perceived benefit to
the customer, and is different enough from
other options they know about. (MVP)


Good enough might actually be good enough.
A note on pivots
Lean Pirates &
Agile Ninjas talk
about ‘pivoting’ a lot
Pivoting isn’t a goal.
It’s a necessity.
It happens when
you’ve done all you
can with the 1st idea.
And you make the
intuitive leap to a
better one.
Where does this
intuition 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, :30
2. 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?

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How to do lean planning

  • 4. i’ve been a... copywriter website maker account planner brand strategist qualitative researcher innovation specialist entrepreneur
  • 5. This place pays me to be a Group Planning Director
  • 6. But what I do is make digital things for clients... that are increasingly centered on mobile & social experiences.
  • 7. I’m a little bit of an adland nerd.
  • 8. I’m a little bit of an adland nerd. So bear with me.
  • 9.
  • 11.
  • 13.
  • 15. Adland 4.0? APIs
  • 16.
  • 17. LEGO: They give you the parts, you decide what to make
  • 18.
  • 19. Apple: A tightly controlled product & brand that you can project yourself onto
  • 20.
  • 21.
  • 22.
  • 23. Think of brands as APIs, & platforms as middleware
  • 24. How do we create API-like things for the brands we serve?
  • 25. Our business: Ads. Commissioned by clients. Designed by agencies. Executed by vendors. We know what they’re for. We know when they’re over.
  • 26. A quick horror story.
  • 27. “You need to add value to people's 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/
  • 28. I  Start-ups I pitched at StartUp Weekend in NYC last fall and learned a lot about how people get from an idea to a prototype... in less than 48 hours. I’m also involved with Women 2.0, which is more generous - you go from concept to launch in 5 weeks. Imagine if we could work so fast!
  • 29. What we’re going to do together
  • 30. What we’re going to do together While I’m blathering on...
  • 31. What we’re going to do together While I’m blathering on... Think about a problem you have.
  • 32. What we’re going to do together While 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.
  • 33. What we’re going to do together While 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.
  • 34. What we’re going to do together While 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.
  • 35. What we’re going to do together While 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.
  • 36. What we’re going to do together While 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. :)
  • 37. What we’re going to do together
  • 38. What we’re going to do together Then we’re going to vote on those ideas.
  • 39. What we’re going to do together Then we’re going to vote on those ideas. We’re going to generate a model for 6 of them.
  • 40. What we’re going to do together Then 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 building and (uh oh!) talk to at least 5 people.
  • 45. But then... 3,377 hits so far
  • 48. Principles of Lean Start-ups Continuous customer interaction Revenue goals from day one No scaling until revenue Assume customer and features are unknowns Low burn by design, not crisis
  • 49. Well, when you put it that way...
  • 50. Requirements Design Implementation Testing Maintenance
  • 51. The results for start-ups: High burn rate Swinging for the fences Full management teams Assuming the customer is known Assuming the features are known Assuming growth happens by execution
  • 52. Seem familiar? Client Brief Research Creative Brief Creative Development Production Media!
  • 53. The results for agencies: High burn rate Swinging for the fences Throwing people at the problem Assuming the target is known Assuming the messages/media are known Assuming growth happens by execution
  • 54. “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
  • 55. So, where are the lean agencies? http://theleanstartup.com/
  • 56. Can there be only one? http://www.madebymany.com
  • 57. Lots of people are talking about it... Do Agencies Need to Google Think Like Software #Firestarters: Companies? Agile Planning
  • 58. But they can start to sound like this.
  • 59.
  • 62. We have an ownership problem. The client owns the brand. Accounts owns the client. Planning owns the brief. Creative owns the idea.
  • 63. Client Brief Research Creative Brief Creative Development Production Media!
  • 64. by Th -p e Client 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!
  • 65. “Stop communicating products & start making communication products.” Gareth Kay, Goodby http://www.slideshare.net/garethk/postdigitalbriefs2-august-2010
  • 66. The brief is not the product.
  • 67. The brief is not the product. The campaign is the product.
  • 68. You can’t do it alone. Planners, like start-up founders, can’t do it all themselves. You need co-founders. Creative and technical co-founders.
  • 69. 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.
  • 70. What’s a lean brief?
  • 71. What’s a lean brief? It’s not just ‘quick to make & quick to change’
  • 73. Let’s focus. The problem facing a lean planner is not ‘what about the creative brief’?
  • 74. 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 model with as little waste as possible?’
  • 75. 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 model with as little waste as possible?’ Or, ‘how do we build the minimal experience or utility that makes the most difference for our client’s customer (and therefore our client’s business) in the short term, that we can scale?’
  • 77. Prototyping. Testing. “Existing companies execute business models, while startups search for a business model.” — Steve Blank Discovery.
  • 78. “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/
  • 79. Customer Discovery With thanks to Steve Blank
  • 80. The client brief is just one input to campaign model seeking. It’s not the Bible.
  • 84. Get buy-in. Together with clients, we start with setting a mission - why are we about to spend all this money?
  • 85. Get buy-in. Together with clients, we start with setting a mission - why are we about to spend all this money? Then, we establish our values: we embrace the importance of learning, discovery & failure.
  • 86. Get buy-in. Together with clients, we start with setting a mission - why are we about to spend all this money? Then, we establish our values: we embrace the importance of learning, discovery & failure. Finally, we commit to the mission and our values, by budgeting for it with time & cash.
  • 89. Start guessing. Again, with clients, we generate hypotheses.
  • 90. Start guessing. Again, with clients, we generate hypotheses. About who the customer for this product or brand is.
  • 91. Start guessing. Again, with clients, we generate hypotheses. About who the customer for this product or brand is. About what matters to them and how they live their lives.
  • 92. Start guessing. Again, with clients, we generate hypotheses. About who the customer for this product or brand is. About what matters to them and how they live their lives. About how we can create
  • 94. Write your guesses down. About your customer and their problem or desire.
  • 95. Write your guesses down. About your customer and their problem or desire. About what to make (the campaign).
  • 96. 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.
  • 97. 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.
  • 98. 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.
  • 99. 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.
  • 100. Step 2
  • 101. Get out of the building.
  • 102. Talk to people. Not a lot. 5-10. Not in a facility. This ain’t Not through a recruiter. market research, so we don’t have to be Not the perfect ‘respondent.’ science-y.
  • 104. In fact... After 3 people, prioritize your top 3 issues or questions.
  • 105. In fact... After 3 people, prioritize your top 3 issues or questions. After 5 people, start asking new questions.
  • 106. In fact... After 3 people, prioritize your top 3 issues or questions. After 5 people, start asking new questions. This isn’t about approval.
  • 107. In fact... After 3 people, prioritize your top 3 issues or questions. After 5 people, start asking new questions. This isn’t about approval. It’s about learning.
  • 108. Step 3
  • 110. Be honest. Are these really your customers?
  • 111. Be honest. Are these really your customers? Is their problem really painful, or their desire really strong? Does it even exist?
  • 112. 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?
  • 113. 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?
  • 115. A reality check. Talk to your co-founders.
  • 116. A reality check. Talk to your co-founders. Do you need to seek other customers that are a better fit?
  • 117. A reality check. Talk to your co-founders. Do you need to seek other customers that are a better fit? Do you need to rethink your positioning?
  • 118. A reality check. Talk to your co-founders. Do you need to seek other customers that are a better fit? Do you need to rethink your positioning? Is it possible to give people what they want?
  • 119. A reality check. Talk to your co-founders. Do you need to seek other customers that are 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?
  • 120. Step 4
  • 122. Repeat. Learn
  • 123. Repeat. Learn Build
  • 124. Repeat. Learn Measure Build
  • 125. Campaign Model Generation With apologies to Business Model Generation http://www.businessmodelgeneration.com/
  • 126. Remember: It’s our job to seek the campaign model With as little waste as possible.
  • 127. http://www.businessmodelgeneration.com/ http://thestartuptoolkit.com/
  • 128. http://www.businessmodelgeneration.com/ http://thestartuptoolkit.com/
  • 129. Our client’s customers, prospects, and their influencers or gatekeepers http://www.businessmodelgeneration.com/ http://thestartuptoolkit.com/
  • 130. Our client’s Solving a customers, problem prospects, and their Satisfying a influencers or need gatekeepers http://www.businessmodelgeneration.com/ http://thestartuptoolkit.com/
  • 131. Branded experiences & utilities Our client’s Solving a customers, problem prospects, and their Satisfying a influencers or need gatekeepers http://www.businessmodelgeneration.com/ http://thestartuptoolkit.com/
  • 132. 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 equity http://www.businessmodelgeneration.com/ http://thestartuptoolkit.com/
  • 133. 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 equity http://www.businessmodelgeneration.com/ http://thestartuptoolkit.com/
  • 134. 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 equity http://www.businessmodelgeneration.com/ http://thestartuptoolkit.com/
  • 135. 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 http://www.businessmodelgeneration.com/ http://thestartuptoolkit.com/
  • 136. 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 expenses http://www.businessmodelgeneration.com/ http://thestartuptoolkit.com/
  • 137. 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/
  • 138. 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.”
  • 140. 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.
  • 141. Why prototype? Because, otherwise, we’re still just guessing.
  • 142.
  • 143. 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...
  • 144. The goal isn’t perfection. The goal is the minimum you can make or do that provides the most perceived benefit to the customer, and is different enough from other options they know about. (MVP) Good enough might actually be good enough.
  • 145. A note on pivots
  • 146. Lean Pirates & Agile Ninjas talk about ‘pivoting’ a lot
  • 147. Pivoting isn’t a goal. It’s a necessity.
  • 148. It happens when you’ve done all you can with the 1st idea.
  • 149. And you make the intuitive leap to a better one.
  • 151. Empathy & Discovery. Planning!
  • 152. Empathy & Discovery. Learn Planning!
  • 153. Empathy & Discovery. Learn Build Planning!
  • 154. Empathy & Discovery. Learn Measure Build Planning!
  • 156. Your turn. 1. Pitch - 12 ideas, :30 2. 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?