SlideShare a Scribd company logo
1 of 71
Download to read offline
HELLO
MY NAME IS
@thulme
Hello
Workshop - IDEO & Techstars
Iain, Jenny, Matt, Tom & Stina
London! July 2013
1) Purpose
2) Putting people first
3) Hypotheses &
Experiments
In the next 90 minutes we’ll work through 3 important exercises that are
key for any startup - exploring Purpose, Customers and Priorities...
1) Purpose
We’ll start with Purpose: not all great startups are born with it but those that
scale well have invariably discovered it. Think of Purpose as your ultimate
ambition.
When I began investing startups often measured progress by the size of their
business plan. But this is probably inversely correlated with success?
1 add cros 1 1 0 0 1 1 1 0 0 1 0
1 1 0 0 1 1 1 1 0 0 1 1 1 0 0 1 1 1 0 0 1 1 1
1 1 1 1 1 1 1 1 1 1 1 0 0 1 1 0 1 0 1 1 0 0 1 1 1
+ 1 1 1 0 1 1 1 1 0 0 1 1 0 0 1 add crossed out digits fi
---------------- 0 1 1 1 0 + 1 0 0 0 1 0 0 0 0 0 0
= 1 1 0 0 1 1 1 0 0 1 1 1 0 ---------- add remain
1 1 0 0 1 1 1 0 0 1 1 1 0 1 1 1 0 0 1 1 0 1 0 1
0 * * * * * * 1 1 1 1 1 0 1 ---------- add remai
1 1 1 0− 1 1 0 1 1 1 1 1 0 1 1 1 0 0 1 1 1 0 0 1
--------- --------- --------- 1 1 0 0 1 1 1 0 0 1
1 0 1 0 1 1 1 1 0 1 1 1 1 0 1 1 1 0 0 1 1 1 0 0 1
1 (A) 1 1 1 0 1 0 + 1 0 1 1 1 0 0 1 1 1 0 0 1
× 1 0 1 0 (B) ← Cor responds* 1 1 0 0 1 1 0 1 0 1
--------- 0 0 0 0 Versus:0 0 0 0 Ver + 0 0 0 1
+ 1 0 1 1 ← Corresponds to a 1 1 0 1 1 1 1 (A) *
0 + 1 0 1 0 + 1 0 1 1 ----1 1 0 0 1 1 0 1 0 1 1
+ 0 0 0 + 0 0 0 1 --1 1 0 0 1 1 0 1 0 1 1
0 + 1 0 1 1 1 0 1 1 (A) * 1 1 0 0 1 1 0 1 0 1
1 ------- = 1 1 0 1 = 1 1 1 0 0 1 1 0 1 0 1 1 0 0 1 1 1
-------- – 1 1 0 1 + 1 1 0 0 1 1 0 1 0 1 1 0 0 1 1
= 1 1 0 1 + 1 1 0 1 1 1 1 0 0 1 1 0 1 0 1 1 0
+ 1 0 1 0 1 1 0 0 1 1 1 0 0 1 1 0 1 0
The same applies to number of lines of code - it’s not a measure of progress,
in fact all developers agree that elegant code tends to be more concise...
WE'RE DOıNG
SOMETHıNG
REALLY
ıNTERESTıNG:
—SıGN UP NOW TO
FıND OUT WHAT
ıT ıS!
ENTER EMAIL ADDRESS HERE:
Have a look at the splash page above and ask: does number of signups infer
progress? Nope - people don’t even know what they’re signing up for.
More recently, a false measure of progress I often see is number of pivots -
the real question is are you pivoting toward your goals or away from them?
PIVOTS ≠ PROGRESS
Pivoting just because it gets hard is not progress. This applies to startups and
I think increasingly politics - Egypt being a case in point this week.
After all, all startups feel like roller coasters...
Ignorant
Optimism
Informed
Pessimism
Informed
Optimism
One of my first investors drew me this - he said I was ‘ignorantly optimistic’ at
the time and if I was taking his money it was a social contract to persevere
through the tough times - until I was informed & optimistic...
Seems like
a bad idea
Is a
good idea
I’ve always loved this image Peter Thiel drew - the best ideas have to seem
tough in some way, after all...
“...if it was easy
everyone
would be doing it”
(my Dad said this to me - I try to always remember it)
Seems like
a bad idea
Is a
good idea
Matters
I’d just add one more circle - any great startup has to also matter - this is
where Purpose comes in.
What's your purpose?
Purpose acts as a guiding light, it gives you the motivation to work through
the tough times we saw before. Importantly it helps you say “No” to stuff.
Facebook’s Purpose: give people the power to share and make the
world more open and connected
Look at Facebook: a clear Purpose enabled them to say “No” to aggressive
advertising for years - they knew it would have compromised their Purpose.
Facebook’s Purpose: give people the power to share and make the
world more open and connected.
“Simply put: we don’t build
services to make money;
we make money to build
better services. And we
think this is a good way to
build something.”
Mark Zuckerberg letter to shareholders
HotOrNot.com
(‘Facemash’ when MZ founded it didn’t have this grand Purpose - it was more
like ‘Hot or Not’ but he was smart enough to develop ambition over time)
Basecamp purpose: promote and enhance collaboration between a
team
Via Speckyboy.com
Your Purpose helps you make design decisions - for example Basecamp
lightened their navigation bar because they wanted users to focus on
collaboration rather than their site.
OpenIDEO Purpose: Design better, together for social good
With OpenIDEO we have stayed true to the initial Purpose thus far - I hope
that we view every design decision primarily through this lens.
you don’t scale
By Smath
Why does Purpose matter? Because, you don’t scale. Many Founders begin
because they’re ‘scratching their own itch,’ as you grow this has to be
important to others too...
By ketsugi
It’s increasingly clear that monetary incentives (beyond optimising mundane
tasks) are a pretty blunt instrument - once you’re lucky enough to have a
decent income it’s not the thing that drives performance...
By Ewan McIntosh...and they’ll always be someone (like this joker) able to offer more cash :)
By Ewan McIntosh
By Ewan McIntosh
...instead great startups motivate employees (and increasingly customers).
A Purpose for good is the engine inside your business.
By Wa-J
...but you are what you measure
By goldbergBy Ewan McIntosh
All this is key, but you’d be right to point out struggling businesses often have
great Purposes too. The challenge is they usually optimise for something else.
Image by goldberg
Business Insider Purpose: aggregating, reporting, and analysing the
top news stories across the web and delivering them to you at rapid-
fire pace
By goldbergBy Ewan McIntosh
For example, why do sites embed slideshows? Is it to deliver news faster?
Nope - they’re doing it to increase ad impressions. That’s what they’re
measuring, in this case it’s absolutely not in line with BI’s Purpose...
Instagram Purpose  "lower the bar for producing and sharing
awesome images"
By goldbergBy Ewan McIntosh
Contrast this with Kevin Systrom’s approach at Instagram. He optimised
speed & simplicity in creating great images - choosing to make images low
res & square. They even reduced number of features in some updates :)
Amazon Purpose: be earth's most customer centric company
By goldbergBy Ewan McIntosh
Amazon measures load times - they found in some cases an increase of
100ms led to a 1% decrease in sales of that item. Speed is in line with their
Purpose. Pingdom can be your design partner :)
46,000
users or...
OpenIDEO Purpose: Design better, together for social good
By goldbergBy Ewan McIntosh
With OpenIDEO’s Purpose in mind, what should we be measuring? Number
of users? Number of countries represented? Nope, they might be leading
indicators but we should be measuring Impact.
OpenIDEO Purpose: Design better, together for social good
So that’s what we’ve begun to measure. We started by defining it and now we
share Impact and celebrate each story. Note: we’re still figuring this out :)
Exercise 1
So let’s dive into our first exercise - in the next 15 minutes work through the
questions in this document. Home in on a Purpose that would help you hire
your 100th employee, then print it on your project wall...
2) Putting people first
Next up - customers. You might want to check out my talk at the G8 on this.
Note: I’ll try not to use the term Users as that makes them sound like addicts
This is a desire path, it’s the route that we actually take, rather than the paths
that were designed in (across Highbury Fields in N London in this case)
How do you think the urban planners react to this?
I bet many say we’re lazy or stupid for ignoring the paths. The answer to this
question is key - do you empathise with citizens/customers or dislike them? I
think disliking customers is a leading indicator of failure in any startup.
How can you dislike customers when they share exactly the same basic
needs as you, we’re all human. Let’s look at 3 ways to build your empathy for
customers, particularly for those not scratching their own itches...
1. Live like the
customer
First up, actually live like your customer...
This is what it feels like to be a patient in your average hospital. Until you
live like a patient you don’t see this stuff.
Our colleague Kristian admitted himself as a patient, he saw the dull ceilings
all day and heard medics speaking in acronyms. This became an experience
he could design against. Do you live like the customer?
2. Observe them in the real
world
Next up, observe reality...
Focus groups are not reality - not because people lie but because people
struggle to articulate their real thoughts and behaviours.
Instead, observe real life. I admire AG Lafley of P&G because he did this in
many of his markets when traveling, eg ladies washing clothes in India -
clearly they wouldn’t lug around 5l bottles of detergent that P&G sells in UK.
People are incredibly creative - in a focus group would this lady tell you that
she had her own hack for hands-free use of her mobile? She may not even
remember when she’s out of context.
Or in a focus group this old lady might tell you she manages to take her tablets
every day without problem. But if you watch her behaviours you notice she
was uses a meat slicer to open the container. (this is for real)
You should observe how people really use your digital products too. For
example, periodically check what search queries people make on the
homepage (amazingly this is rare in my experience).
Here’s a word cloud of the search queries from OpenIDEO - you can see that
there’s a desire path toward ‘education’ that we’re missing. We don’t quite
know what John represents - we may need to ask...
Also try heat mapping tools like Crazy Egg - that truly reveals desire paths.
You can see clearly in the image above that there are desire paths to
Challenges and How It Works on OpenIDEO, you also see redundancy.
3. Today’s extremes
are tomorrow’s
average Joes
Next up - learn from extremes...
Statisticians & marketeers love bell curves, and most businesses focus on
the middle ‘it’s where the money is’. The problem with that is often the
middle is moving - the extremes today may become the norm tomorrow.
We therefore often look to extremes for inspiration. For example, when
observing someone fearful of credit this is what some IDEO researchers were
confronted with. A credit card in a block of ice. You can design from this...
Similarly look at extremes in digital products. For example, the rise of ‘white-
walling’ (people erase their FB profile at the end of each day). This would
show us many people increasingly want ephemeral services eg Snapchat...
Sometimes these extreme behaviours can be inspiration for your core
product. For example this is the first tweet sent suggesting hashtags - now a
cornerstone of Twitter. Startups thrive at the edges of existing markets.
By the way, Highbury Fields wasn’t originally designed badly it’s just Arsenal
Football Club moved its ground so on game days thousands of people now
take this route. The council’s job is to react to this change of use...
Here’s my favourite desire path in N London -
This is my favourite desire path because someone has adapted to it - instead
of cordoning off the grass they laid gravel. We all need to have the humility
to see and then adapt - the only truth is how people really use your product.
Exercise 2
Our second exercise is around understanding your customers - can you name
ten right off the bat. Everyone in your team should be able to name at least
one. Do you really understand and empathise with them?
3) Hypotheses & Experiments
Finally, let’s talk through how to prioritise in any startup...
A BA BA B
Your startup is a simply a series of unanswered questions. If you don’t think
you have any unanswered questions then you really are in the s**t.
The fantastic Startup Genome Project taught us that the most common
reason for any startup to fail is ‘premature scaling’ - this is essentially scaling
before you’ve tested critical assumptions.
The best entrepreneurs prioritise like
scientists, they select their experiments...
There’s art to building startups but thanks to Steve Blank and others it’s
increasingly a science - your job is to choose and run the right experiments.
Hypothesis based
Important
Feasible
Great experiments are:
We can learn much from the Scientific Method in this respect...
?
Efficient Answer:
ACCURATE
Make it as real as
possible, preferably do it
in the real world
LOW COST
Hijack existing
technologies/ networks
where possible
You need to test your Hypotheses efficiently...
I guess that’s why huge business plans bring me out in hives - it is hardly ever
the best way of testing hypotheses. It shows questionable judgment.
GHETTO
TESTING
Instead it’s usually more efficient to get out in the real world to test your
hypotheses - as Steve Blank says “the answer is outside the building,” eg Zynga
tests ideas for new games by advertising them before writing a line of code.
WE'RE DOıNG
SOMETHıNG
REALLY
ıNTERESTıNG:
—SıGN UP NOW TO
FıND OUT WHAT
ıT ıS!
ENTER EMAIL ADDRESS HERE:
That approach, called Ghetto Testing is not the same as these ambiguous
splash pages by the way. These don’t validate any hypotheses, except
perhaps ‘we can build a website splashpage’ :)
This approach, of Launching to Learn / validate hypotheses is increasingly
important. For example, Wonga began issuing loans to assess if it could use
data to assess default risk - this was way more efficient than locking actuaries
in a room to endlessly talk about it...
For those of you building physical products you can use this approach too.
For example, Tim Ferriss tested different book covers by placing them on the
New Release table in the Palo Alto Borders to se how people reacted to each.
That’s the beauty of Kickstarter et al - enabling you to validate a market prior
to production. It worked well for our former colleague Scott Wilson when his
Tic-Toc watch raised just under $1m, he’s built a great company since.
EXPERIMENT:
will IDEO’s brand
have convening
power?
When launching OpenIDEO we wanted to test the hypothesis: IDEO has the
convening power to attract diverse people to the discussion
To find out we
launched ‘BIG
CONVERSATIONS’
on Facebook first.
So we launched a Facebook page to test just that- we found very quickly that
people would come and contribute. Hypothesis validated.
It gave us the confidence to launch OpenIDEO - please contribute if you have
a spare minute, or simply browse it for inspiration...
Exercise 3
Our final exercise today is to begin outlining our hypotheses and prioritise
them - the good news is that you have access to mentors, digital tools and
hopefully customers to validate efficiently. Your success will be a function of
the number of learning cycles you fit in your runway...
1) What’s your Purpose and how will you measure it?
Is your team aligned around it? Will you review it
weekly?
2) Who’s your customer today? What are their real
needs? Which extremes today will be the norm
tomorrow?
3) What are your hypotheses, what order will you
efficiently test them and how?
We’ve covered some critical stuff, I’ll structure the next session around your
needs at that time but it’s likely to include pitching & business models...
HELLO
MY NAME IS
@thulme
Thanks

More Related Content

What's hot

The Brand Gap
The Brand GapThe Brand Gap
The Brand Gapcoolstuff
 
50 Essential Content Marketing Hacks (Content Marketing World)
50 Essential Content Marketing Hacks (Content Marketing World)50 Essential Content Marketing Hacks (Content Marketing World)
50 Essential Content Marketing Hacks (Content Marketing World)Heinz Marketing Inc
 
The role of Design Thinking
The role of Design ThinkingThe role of Design Thinking
The role of Design ThinkingPieter Baert
 
A Planner's Playbook - Everything I learned about planning at Miami Ad School...
A Planner's Playbook - Everything I learned about planning at Miami Ad School...A Planner's Playbook - Everything I learned about planning at Miami Ad School...
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
 
24 Design Tips from Real Designers
24 Design Tips from Real Designers24 Design Tips from Real Designers
24 Design Tips from Real DesignersEdahn Small
 
Business Strategy + Brand Strategy
Business Strategy + Brand StrategyBusiness Strategy + Brand Strategy
Business Strategy + Brand StrategyVCU Brandcenter
 
Steal This Idea: The Robot Curve / By Marty Neumeier
Steal This Idea: The Robot Curve / By Marty NeumeierSteal This Idea: The Robot Curve / By Marty Neumeier
Steal This Idea: The Robot Curve / By Marty NeumeierLiquid Agency
 
Digital Strategy Toolbox
Digital Strategy ToolboxDigital Strategy Toolbox
Digital Strategy ToolboxJulian Cole
 
How to write a killer agency creative brief
How to write a killer agency creative briefHow to write a killer agency creative brief
How to write a killer agency creative briefDavid Bell
 
Brand Planning for Clients
Brand Planning for ClientsBrand Planning for Clients
Brand Planning for ClientsGriffin Farley
 
Steal This Idea: Brand Messaging
Steal This Idea: Brand Messaging Steal This Idea: Brand Messaging
Steal This Idea: Brand Messaging Liquid Agency
 
The Cheating Strategist’s guide to Mary Meeker’s Digital Trends 2015
The Cheating Strategist’s guide to Mary Meeker’s Digital Trends 2015The Cheating Strategist’s guide to Mary Meeker’s Digital Trends 2015
The Cheating Strategist’s guide to Mary Meeker’s Digital Trends 2015Michael Goldstein
 
The Great State of Design with CSS Grid Layout and Friends
The Great State of Design with CSS Grid Layout and FriendsThe Great State of Design with CSS Grid Layout and Friends
The Great State of Design with CSS Grid Layout and FriendsStacy Kvernmo
 
"Design Thinking for Business Growth!"
"Design Thinking for Business Growth!" "Design Thinking for Business Growth!"
"Design Thinking for Business Growth!" BizCamp NI
 
Design in Tech Report 2018
Design in Tech Report 2018Design in Tech Report 2018
Design in Tech Report 2018John Maeda
 
nobody knows how it works but... 2016 update
nobody knows how it works but... 2016 updatenobody knows how it works but... 2016 update
nobody knows how it works but... 2016 updateHelene Duvoux-Mauguet
 

What's hot (20)

Design Thinking
Design ThinkingDesign Thinking
Design Thinking
 
The Brand Gap
The Brand GapThe Brand Gap
The Brand Gap
 
50 Essential Content Marketing Hacks (Content Marketing World)
50 Essential Content Marketing Hacks (Content Marketing World)50 Essential Content Marketing Hacks (Content Marketing World)
50 Essential Content Marketing Hacks (Content Marketing World)
 
The role of Design Thinking
The role of Design ThinkingThe role of Design Thinking
The role of Design Thinking
 
A Planner's Playbook - Everything I learned about planning at Miami Ad School...
A Planner's Playbook - Everything I learned about planning at Miami Ad School...A Planner's Playbook - Everything I learned about planning at Miami Ad School...
A Planner's Playbook - Everything I learned about planning at Miami Ad School...
 
24 Design Tips from Real Designers
24 Design Tips from Real Designers24 Design Tips from Real Designers
24 Design Tips from Real Designers
 
Business Strategy + Brand Strategy
Business Strategy + Brand StrategyBusiness Strategy + Brand Strategy
Business Strategy + Brand Strategy
 
Inspiring Creativity
Inspiring CreativityInspiring Creativity
Inspiring Creativity
 
Steal This Idea: The Robot Curve / By Marty Neumeier
Steal This Idea: The Robot Curve / By Marty NeumeierSteal This Idea: The Robot Curve / By Marty Neumeier
Steal This Idea: The Robot Curve / By Marty Neumeier
 
Digital Strategy Toolbox
Digital Strategy ToolboxDigital Strategy Toolbox
Digital Strategy Toolbox
 
How to write a killer agency creative brief
How to write a killer agency creative briefHow to write a killer agency creative brief
How to write a killer agency creative brief
 
Brand Planning for Clients
Brand Planning for ClientsBrand Planning for Clients
Brand Planning for Clients
 
Steal This Idea: Brand Messaging
Steal This Idea: Brand Messaging Steal This Idea: Brand Messaging
Steal This Idea: Brand Messaging
 
The Cheating Strategist’s guide to Mary Meeker’s Digital Trends 2015
The Cheating Strategist’s guide to Mary Meeker’s Digital Trends 2015The Cheating Strategist’s guide to Mary Meeker’s Digital Trends 2015
The Cheating Strategist’s guide to Mary Meeker’s Digital Trends 2015
 
The Great State of Design with CSS Grid Layout and Friends
The Great State of Design with CSS Grid Layout and FriendsThe Great State of Design with CSS Grid Layout and Friends
The Great State of Design with CSS Grid Layout and Friends
 
"Design Thinking for Business Growth!"
"Design Thinking for Business Growth!" "Design Thinking for Business Growth!"
"Design Thinking for Business Growth!"
 
Design in Tech Report 2018
Design in Tech Report 2018Design in Tech Report 2018
Design in Tech Report 2018
 
IDEO
IDEOIDEO
IDEO
 
nobody knows how it works but... 2016 update
nobody knows how it works but... 2016 updatenobody knows how it works but... 2016 update
nobody knows how it works but... 2016 update
 
Consumers insights
Consumers insightsConsumers insights
Consumers insights
 

Viewers also liked

The Little Book of IDEO: Values
The Little Book of IDEO: ValuesThe Little Book of IDEO: Values
The Little Book of IDEO: ValuesTim Brown
 
IDEO's design thinking.
IDEO's design thinking. IDEO's design thinking.
IDEO's design thinking. BeeCanvas
 
IDEO Human Centered Design Toolkit
IDEO Human Centered Design ToolkitIDEO Human Centered Design Toolkit
IDEO Human Centered Design Toolkitjoan
 
Alex and Ryo: presentation for IDEO Boston
Alex and Ryo: presentation for IDEO BostonAlex and Ryo: presentation for IDEO Boston
Alex and Ryo: presentation for IDEO BostonAlexey Ivanov
 
Ideo Case Study
Ideo Case StudyIdeo Case Study
Ideo Case StudyAshwin C
 
IDEO Method Card
IDEO Method CardIDEO Method Card
IDEO Method Cardyhi-ling
 
3 things i learned from bill gates final
3 things i learned from bill gates final3 things i learned from bill gates final
3 things i learned from bill gates finalIMD business school
 
How to See the Light in Others
How to See the Light in OthersHow to See the Light in Others
How to See the Light in OthersBruce Kasanoff
 
Visual Design with Data
Visual Design with DataVisual Design with Data
Visual Design with DataSeth Familian
 
WOLFF OLINS ON BRAND 2011
WOLFF OLINS ON BRAND 2011WOLFF OLINS ON BRAND 2011
WOLFF OLINS ON BRAND 2011Wolff Olins
 
16 Inspirational Quotes From the Late, Great Steve Jobs
16 Inspirational Quotes From the Late, Great Steve Jobs16 Inspirational Quotes From the Late, Great Steve Jobs
16 Inspirational Quotes From the Late, Great Steve JobsHubSpot
 
How to Become a Thought Leader in Your Niche
How to Become a Thought Leader in Your NicheHow to Become a Thought Leader in Your Niche
How to Become a Thought Leader in Your NicheLeslie Samuel
 
Product Strategy and Product Success
Product Strategy and Product SuccessProduct Strategy and Product Success
Product Strategy and Product SuccessRoman Pichler
 
Building A Strong Engineering Culture - my talk from BBC Develop 2013
Building A Strong Engineering Culture - my talk from BBC Develop 2013Building A Strong Engineering Culture - my talk from BBC Develop 2013
Building A Strong Engineering Culture - my talk from BBC Develop 2013Kevin Goldsmith
 
The Asana Culture Code
The Asana Culture CodeThe Asana Culture Code
The Asana Culture CodeAsana
 
Design Thinking - Bootcamp
Design Thinking - BootcampDesign Thinking - Bootcamp
Design Thinking - BootcampJan Schmiedgen
 
Fjord Trends 2017
Fjord Trends 2017 Fjord Trends 2017
Fjord Trends 2017 Fjord
 

Viewers also liked (20)

The Little Book of IDEO: Values
The Little Book of IDEO: ValuesThe Little Book of IDEO: Values
The Little Book of IDEO: Values
 
IDEO's design thinking.
IDEO's design thinking. IDEO's design thinking.
IDEO's design thinking.
 
IDEO Human Centered Design Toolkit
IDEO Human Centered Design ToolkitIDEO Human Centered Design Toolkit
IDEO Human Centered Design Toolkit
 
Alex and Ryo: presentation for IDEO Boston
Alex and Ryo: presentation for IDEO BostonAlex and Ryo: presentation for IDEO Boston
Alex and Ryo: presentation for IDEO Boston
 
Ideo Case Study
Ideo Case StudyIdeo Case Study
Ideo Case Study
 
Ideo brand analysis
Ideo brand analysisIdeo brand analysis
Ideo brand analysis
 
IDEO Method Card
IDEO Method CardIDEO Method Card
IDEO Method Card
 
3 things i learned from bill gates final
3 things i learned from bill gates final3 things i learned from bill gates final
3 things i learned from bill gates final
 
The IDEO Process
The IDEO ProcessThe IDEO Process
The IDEO Process
 
IDEO - Why some designs are better
IDEO - Why some designs are betterIDEO - Why some designs are better
IDEO - Why some designs are better
 
How to See the Light in Others
How to See the Light in OthersHow to See the Light in Others
How to See the Light in Others
 
Visual Design with Data
Visual Design with DataVisual Design with Data
Visual Design with Data
 
WOLFF OLINS ON BRAND 2011
WOLFF OLINS ON BRAND 2011WOLFF OLINS ON BRAND 2011
WOLFF OLINS ON BRAND 2011
 
16 Inspirational Quotes From the Late, Great Steve Jobs
16 Inspirational Quotes From the Late, Great Steve Jobs16 Inspirational Quotes From the Late, Great Steve Jobs
16 Inspirational Quotes From the Late, Great Steve Jobs
 
How to Become a Thought Leader in Your Niche
How to Become a Thought Leader in Your NicheHow to Become a Thought Leader in Your Niche
How to Become a Thought Leader in Your Niche
 
Product Strategy and Product Success
Product Strategy and Product SuccessProduct Strategy and Product Success
Product Strategy and Product Success
 
Building A Strong Engineering Culture - my talk from BBC Develop 2013
Building A Strong Engineering Culture - my talk from BBC Develop 2013Building A Strong Engineering Culture - my talk from BBC Develop 2013
Building A Strong Engineering Culture - my talk from BBC Develop 2013
 
The Asana Culture Code
The Asana Culture CodeThe Asana Culture Code
The Asana Culture Code
 
Design Thinking - Bootcamp
Design Thinking - BootcampDesign Thinking - Bootcamp
Design Thinking - Bootcamp
 
Fjord Trends 2017
Fjord Trends 2017 Fjord Trends 2017
Fjord Trends 2017
 

Similar to IDEO workshop for Techstars

Google Analytics for Particularly Curious SaaS People
Google Analytics for Particularly Curious SaaS PeopleGoogle Analytics for Particularly Curious SaaS People
Google Analytics for Particularly Curious SaaS PeopleChargebee
 
Startup Now: A Guide from the Seedcamp 2011 participants
Startup Now: A Guide from the Seedcamp 2011 participantsStartup Now: A Guide from the Seedcamp 2011 participants
Startup Now: A Guide from the Seedcamp 2011 participantscubesocial
 
Bootstrap Business Seminar 3: Designing a Minimum Viable Product (MVP)
Bootstrap Business Seminar 3: Designing a Minimum Viable Product (MVP)Bootstrap Business Seminar 3: Designing a Minimum Viable Product (MVP)
Bootstrap Business Seminar 3: Designing a Minimum Viable Product (MVP)CityStarters
 
Virgin Media Business: The 7Cs of digital marketing
Virgin Media Business: The 7Cs of digital marketingVirgin Media Business: The 7Cs of digital marketing
Virgin Media Business: The 7Cs of digital marketingVirgin Media Business
 
Websites are DEAD
Websites are DEADWebsites are DEAD
Websites are DEADDrew Shope
 
5 marketing trends
5 marketing trends5 marketing trends
5 marketing trendsAnwar Ali
 
Start up mauritius journey
Start up mauritius journeyStart up mauritius journey
Start up mauritius journeyMushood Badulla
 
How to Choose Your Next Experiments
How to Choose Your Next ExperimentsHow to Choose Your Next Experiments
How to Choose Your Next ExperimentsLean Startup Co.
 
How To Launch A Product: 7 Tips To Drive Demand
How To Launch A Product: 7 Tips To Drive DemandHow To Launch A Product: 7 Tips To Drive Demand
How To Launch A Product: 7 Tips To Drive DemandDrift
 
4 Deadly Mistakes Most Startups Make When They Launch
4 Deadly Mistakes Most Startups Make When They Launch4 Deadly Mistakes Most Startups Make When They Launch
4 Deadly Mistakes Most Startups Make When They LaunchRoss Simmonds
 
Internet Marketing Empire
Internet Marketing EmpireInternet Marketing Empire
Internet Marketing EmpireDave Thompson
 
Rose Tech Ventures Talk
Rose Tech Ventures TalkRose Tech Ventures Talk
Rose Tech Ventures TalkRick Webb
 
How Marketing Should Be Done In A Startup
How Marketing Should Be Done In A Startup How Marketing Should Be Done In A Startup
How Marketing Should Be Done In A Startup Ashish Rai
 
New+presentation+final+ +new+april+updated+-+mlsp+mastermind+edition.pptx
New+presentation+final+ +new+april+updated+-+mlsp+mastermind+edition.pptxNew+presentation+final+ +new+april+updated+-+mlsp+mastermind+edition.pptx
New+presentation+final+ +new+april+updated+-+mlsp+mastermind+edition.pptxGuy Taylor
 
10 Ways Digital Can Help You Thrive in a Recession
10 Ways Digital Can Help You Thrive in a Recession10 Ways Digital Can Help You Thrive in a Recession
10 Ways Digital Can Help You Thrive in a RecessionCritical Mass
 
A Minimal Viable Product that works
A Minimal Viable Product that worksA Minimal Viable Product that works
A Minimal Viable Product that worksOlga Pavlovsky
 
Five Ways to Get Better Data From Our Users
Five Ways to Get Better Data From Our UsersFive Ways to Get Better Data From Our Users
Five Ways to Get Better Data From Our UsersSajid Reshamwala
 

Similar to IDEO workshop for Techstars (20)

Google Analytics for Particularly Curious SaaS People
Google Analytics for Particularly Curious SaaS PeopleGoogle Analytics for Particularly Curious SaaS People
Google Analytics for Particularly Curious SaaS People
 
Startup Now: A Guide from the Seedcamp 2011 participants
Startup Now: A Guide from the Seedcamp 2011 participantsStartup Now: A Guide from the Seedcamp 2011 participants
Startup Now: A Guide from the Seedcamp 2011 participants
 
Bootstrap Business Seminar 3: Designing a Minimum Viable Product (MVP)
Bootstrap Business Seminar 3: Designing a Minimum Viable Product (MVP)Bootstrap Business Seminar 3: Designing a Minimum Viable Product (MVP)
Bootstrap Business Seminar 3: Designing a Minimum Viable Product (MVP)
 
Virgin Media Business: The 7Cs of digital marketing
Virgin Media Business: The 7Cs of digital marketingVirgin Media Business: The 7Cs of digital marketing
Virgin Media Business: The 7Cs of digital marketing
 
Websites are DEAD
Websites are DEADWebsites are DEAD
Websites are DEAD
 
How to build startups
How to build startupsHow to build startups
How to build startups
 
The first 100
The first 100 The first 100
The first 100
 
5 marketing trends
5 marketing trends5 marketing trends
5 marketing trends
 
Start up mauritius journey
Start up mauritius journeyStart up mauritius journey
Start up mauritius journey
 
How to Choose Your Next Experiments
How to Choose Your Next ExperimentsHow to Choose Your Next Experiments
How to Choose Your Next Experiments
 
How To Launch A Product: 7 Tips To Drive Demand
How To Launch A Product: 7 Tips To Drive DemandHow To Launch A Product: 7 Tips To Drive Demand
How To Launch A Product: 7 Tips To Drive Demand
 
4 Deadly Mistakes Most Startups Make When They Launch
4 Deadly Mistakes Most Startups Make When They Launch4 Deadly Mistakes Most Startups Make When They Launch
4 Deadly Mistakes Most Startups Make When They Launch
 
Internet Marketing Empire
Internet Marketing EmpireInternet Marketing Empire
Internet Marketing Empire
 
Rose Tech Ventures Talk
Rose Tech Ventures TalkRose Tech Ventures Talk
Rose Tech Ventures Talk
 
Pigeonhole Yourself
Pigeonhole YourselfPigeonhole Yourself
Pigeonhole Yourself
 
How Marketing Should Be Done In A Startup
How Marketing Should Be Done In A Startup How Marketing Should Be Done In A Startup
How Marketing Should Be Done In A Startup
 
New+presentation+final+ +new+april+updated+-+mlsp+mastermind+edition.pptx
New+presentation+final+ +new+april+updated+-+mlsp+mastermind+edition.pptxNew+presentation+final+ +new+april+updated+-+mlsp+mastermind+edition.pptx
New+presentation+final+ +new+april+updated+-+mlsp+mastermind+edition.pptx
 
10 Ways Digital Can Help You Thrive in a Recession
10 Ways Digital Can Help You Thrive in a Recession10 Ways Digital Can Help You Thrive in a Recession
10 Ways Digital Can Help You Thrive in a Recession
 
A Minimal Viable Product that works
A Minimal Viable Product that worksA Minimal Viable Product that works
A Minimal Viable Product that works
 
Five Ways to Get Better Data From Our Users
Five Ways to Get Better Data From Our UsersFive Ways to Get Better Data From Our Users
Five Ways to Get Better Data From Our Users
 

Recently uploaded

(How to Program) Paul Deitel, Harvey Deitel-Java How to Program, Early Object...
(How to Program) Paul Deitel, Harvey Deitel-Java How to Program, Early Object...(How to Program) Paul Deitel, Harvey Deitel-Java How to Program, Early Object...
(How to Program) Paul Deitel, Harvey Deitel-Java How to Program, Early Object...AliaaTarek5
 
Sample pptx for embedding into website for demo
Sample pptx for embedding into website for demoSample pptx for embedding into website for demo
Sample pptx for embedding into website for demoHarshalMandlekar2
 
DevEX - reference for building teams, processes, and platforms
DevEX - reference for building teams, processes, and platformsDevEX - reference for building teams, processes, and platforms
DevEX - reference for building teams, processes, and platformsSergiu Bodiu
 
How to write a Business Continuity Plan
How to write a Business Continuity PlanHow to write a Business Continuity Plan
How to write a Business Continuity PlanDatabarracks
 
Gen AI in Business - Global Trends Report 2024.pdf
Gen AI in Business - Global Trends Report 2024.pdfGen AI in Business - Global Trends Report 2024.pdf
Gen AI in Business - Global Trends Report 2024.pdfAddepto
 
"Subclassing and Composition – A Pythonic Tour of Trade-Offs", Hynek Schlawack
"Subclassing and Composition – A Pythonic Tour of Trade-Offs", Hynek Schlawack"Subclassing and Composition – A Pythonic Tour of Trade-Offs", Hynek Schlawack
"Subclassing and Composition – A Pythonic Tour of Trade-Offs", Hynek SchlawackFwdays
 
The Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptx
The Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptxThe Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptx
The Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptxLoriGlavin3
 
"ML in Production",Oleksandr Bagan
"ML in Production",Oleksandr Bagan"ML in Production",Oleksandr Bagan
"ML in Production",Oleksandr BaganFwdays
 
From Family Reminiscence to Scholarly Archive .
From Family Reminiscence to Scholarly Archive .From Family Reminiscence to Scholarly Archive .
From Family Reminiscence to Scholarly Archive .Alan Dix
 
Moving Beyond Passwords: FIDO Paris Seminar.pdf
Moving Beyond Passwords: FIDO Paris Seminar.pdfMoving Beyond Passwords: FIDO Paris Seminar.pdf
Moving Beyond Passwords: FIDO Paris Seminar.pdfLoriGlavin3
 
"Debugging python applications inside k8s environment", Andrii Soldatenko
"Debugging python applications inside k8s environment", Andrii Soldatenko"Debugging python applications inside k8s environment", Andrii Soldatenko
"Debugging python applications inside k8s environment", Andrii SoldatenkoFwdays
 
TrustArc Webinar - How to Build Consumer Trust Through Data Privacy
TrustArc Webinar - How to Build Consumer Trust Through Data PrivacyTrustArc Webinar - How to Build Consumer Trust Through Data Privacy
TrustArc Webinar - How to Build Consumer Trust Through Data PrivacyTrustArc
 
Time Series Foundation Models - current state and future directions
Time Series Foundation Models - current state and future directionsTime Series Foundation Models - current state and future directions
Time Series Foundation Models - current state and future directionsNathaniel Shimoni
 
What's New in Teams Calling, Meetings and Devices March 2024
What's New in Teams Calling, Meetings and Devices March 2024What's New in Teams Calling, Meetings and Devices March 2024
What's New in Teams Calling, Meetings and Devices March 2024Stephanie Beckett
 
Dev Dives: Streamline document processing with UiPath Studio Web
Dev Dives: Streamline document processing with UiPath Studio WebDev Dives: Streamline document processing with UiPath Studio Web
Dev Dives: Streamline document processing with UiPath Studio WebUiPathCommunity
 
Unraveling Multimodality with Large Language Models.pdf
Unraveling Multimodality with Large Language Models.pdfUnraveling Multimodality with Large Language Models.pdf
Unraveling Multimodality with Large Language Models.pdfAlex Barbosa Coqueiro
 
Ensuring Technical Readiness For Copilot in Microsoft 365
Ensuring Technical Readiness For Copilot in Microsoft 365Ensuring Technical Readiness For Copilot in Microsoft 365
Ensuring Technical Readiness For Copilot in Microsoft 3652toLead Limited
 
A Deep Dive on Passkeys: FIDO Paris Seminar.pptx
A Deep Dive on Passkeys: FIDO Paris Seminar.pptxA Deep Dive on Passkeys: FIDO Paris Seminar.pptx
A Deep Dive on Passkeys: FIDO Paris Seminar.pptxLoriGlavin3
 
Scale your database traffic with Read & Write split using MySQL Router
Scale your database traffic with Read & Write split using MySQL RouterScale your database traffic with Read & Write split using MySQL Router
Scale your database traffic with Read & Write split using MySQL RouterMydbops
 
Developer Data Modeling Mistakes: From Postgres to NoSQL
Developer Data Modeling Mistakes: From Postgres to NoSQLDeveloper Data Modeling Mistakes: From Postgres to NoSQL
Developer Data Modeling Mistakes: From Postgres to NoSQLScyllaDB
 

Recently uploaded (20)

(How to Program) Paul Deitel, Harvey Deitel-Java How to Program, Early Object...
(How to Program) Paul Deitel, Harvey Deitel-Java How to Program, Early Object...(How to Program) Paul Deitel, Harvey Deitel-Java How to Program, Early Object...
(How to Program) Paul Deitel, Harvey Deitel-Java How to Program, Early Object...
 
Sample pptx for embedding into website for demo
Sample pptx for embedding into website for demoSample pptx for embedding into website for demo
Sample pptx for embedding into website for demo
 
DevEX - reference for building teams, processes, and platforms
DevEX - reference for building teams, processes, and platformsDevEX - reference for building teams, processes, and platforms
DevEX - reference for building teams, processes, and platforms
 
How to write a Business Continuity Plan
How to write a Business Continuity PlanHow to write a Business Continuity Plan
How to write a Business Continuity Plan
 
Gen AI in Business - Global Trends Report 2024.pdf
Gen AI in Business - Global Trends Report 2024.pdfGen AI in Business - Global Trends Report 2024.pdf
Gen AI in Business - Global Trends Report 2024.pdf
 
"Subclassing and Composition – A Pythonic Tour of Trade-Offs", Hynek Schlawack
"Subclassing and Composition – A Pythonic Tour of Trade-Offs", Hynek Schlawack"Subclassing and Composition – A Pythonic Tour of Trade-Offs", Hynek Schlawack
"Subclassing and Composition – A Pythonic Tour of Trade-Offs", Hynek Schlawack
 
The Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptx
The Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptxThe Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptx
The Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptx
 
"ML in Production",Oleksandr Bagan
"ML in Production",Oleksandr Bagan"ML in Production",Oleksandr Bagan
"ML in Production",Oleksandr Bagan
 
From Family Reminiscence to Scholarly Archive .
From Family Reminiscence to Scholarly Archive .From Family Reminiscence to Scholarly Archive .
From Family Reminiscence to Scholarly Archive .
 
Moving Beyond Passwords: FIDO Paris Seminar.pdf
Moving Beyond Passwords: FIDO Paris Seminar.pdfMoving Beyond Passwords: FIDO Paris Seminar.pdf
Moving Beyond Passwords: FIDO Paris Seminar.pdf
 
"Debugging python applications inside k8s environment", Andrii Soldatenko
"Debugging python applications inside k8s environment", Andrii Soldatenko"Debugging python applications inside k8s environment", Andrii Soldatenko
"Debugging python applications inside k8s environment", Andrii Soldatenko
 
TrustArc Webinar - How to Build Consumer Trust Through Data Privacy
TrustArc Webinar - How to Build Consumer Trust Through Data PrivacyTrustArc Webinar - How to Build Consumer Trust Through Data Privacy
TrustArc Webinar - How to Build Consumer Trust Through Data Privacy
 
Time Series Foundation Models - current state and future directions
Time Series Foundation Models - current state and future directionsTime Series Foundation Models - current state and future directions
Time Series Foundation Models - current state and future directions
 
What's New in Teams Calling, Meetings and Devices March 2024
What's New in Teams Calling, Meetings and Devices March 2024What's New in Teams Calling, Meetings and Devices March 2024
What's New in Teams Calling, Meetings and Devices March 2024
 
Dev Dives: Streamline document processing with UiPath Studio Web
Dev Dives: Streamline document processing with UiPath Studio WebDev Dives: Streamline document processing with UiPath Studio Web
Dev Dives: Streamline document processing with UiPath Studio Web
 
Unraveling Multimodality with Large Language Models.pdf
Unraveling Multimodality with Large Language Models.pdfUnraveling Multimodality with Large Language Models.pdf
Unraveling Multimodality with Large Language Models.pdf
 
Ensuring Technical Readiness For Copilot in Microsoft 365
Ensuring Technical Readiness For Copilot in Microsoft 365Ensuring Technical Readiness For Copilot in Microsoft 365
Ensuring Technical Readiness For Copilot in Microsoft 365
 
A Deep Dive on Passkeys: FIDO Paris Seminar.pptx
A Deep Dive on Passkeys: FIDO Paris Seminar.pptxA Deep Dive on Passkeys: FIDO Paris Seminar.pptx
A Deep Dive on Passkeys: FIDO Paris Seminar.pptx
 
Scale your database traffic with Read & Write split using MySQL Router
Scale your database traffic with Read & Write split using MySQL RouterScale your database traffic with Read & Write split using MySQL Router
Scale your database traffic with Read & Write split using MySQL Router
 
Developer Data Modeling Mistakes: From Postgres to NoSQL
Developer Data Modeling Mistakes: From Postgres to NoSQLDeveloper Data Modeling Mistakes: From Postgres to NoSQL
Developer Data Modeling Mistakes: From Postgres to NoSQL
 

IDEO workshop for Techstars

  • 1. HELLO MY NAME IS @thulme Hello Workshop - IDEO & Techstars Iain, Jenny, Matt, Tom & Stina London! July 2013
  • 2. 1) Purpose 2) Putting people first 3) Hypotheses & Experiments In the next 90 minutes we’ll work through 3 important exercises that are key for any startup - exploring Purpose, Customers and Priorities...
  • 3. 1) Purpose We’ll start with Purpose: not all great startups are born with it but those that scale well have invariably discovered it. Think of Purpose as your ultimate ambition.
  • 4. When I began investing startups often measured progress by the size of their business plan. But this is probably inversely correlated with success?
  • 5. 1 add cros 1 1 0 0 1 1 1 0 0 1 0 1 1 0 0 1 1 1 1 0 0 1 1 1 0 0 1 1 1 0 0 1 1 1 1 1 1 1 1 1 1 1 1 1 1 0 0 1 1 0 1 0 1 1 0 0 1 1 1 + 1 1 1 0 1 1 1 1 0 0 1 1 0 0 1 add crossed out digits fi ---------------- 0 1 1 1 0 + 1 0 0 0 1 0 0 0 0 0 0 = 1 1 0 0 1 1 1 0 0 1 1 1 0 ---------- add remain 1 1 0 0 1 1 1 0 0 1 1 1 0 1 1 1 0 0 1 1 0 1 0 1 0 * * * * * * 1 1 1 1 1 0 1 ---------- add remai 1 1 1 0− 1 1 0 1 1 1 1 1 0 1 1 1 0 0 1 1 1 0 0 1 --------- --------- --------- 1 1 0 0 1 1 1 0 0 1 1 0 1 0 1 1 1 1 0 1 1 1 1 0 1 1 1 0 0 1 1 1 0 0 1 1 (A) 1 1 1 0 1 0 + 1 0 1 1 1 0 0 1 1 1 0 0 1 × 1 0 1 0 (B) ← Cor responds* 1 1 0 0 1 1 0 1 0 1 --------- 0 0 0 0 Versus:0 0 0 0 Ver + 0 0 0 1 + 1 0 1 1 ← Corresponds to a 1 1 0 1 1 1 1 (A) * 0 + 1 0 1 0 + 1 0 1 1 ----1 1 0 0 1 1 0 1 0 1 1 + 0 0 0 + 0 0 0 1 --1 1 0 0 1 1 0 1 0 1 1 0 + 1 0 1 1 1 0 1 1 (A) * 1 1 0 0 1 1 0 1 0 1 1 ------- = 1 1 0 1 = 1 1 1 0 0 1 1 0 1 0 1 1 0 0 1 1 1 -------- – 1 1 0 1 + 1 1 0 0 1 1 0 1 0 1 1 0 0 1 1 = 1 1 0 1 + 1 1 0 1 1 1 1 0 0 1 1 0 1 0 1 1 0 + 1 0 1 0 1 1 0 0 1 1 1 0 0 1 1 0 1 0 The same applies to number of lines of code - it’s not a measure of progress, in fact all developers agree that elegant code tends to be more concise...
  • 6. WE'RE DOıNG SOMETHıNG REALLY ıNTERESTıNG: —SıGN UP NOW TO FıND OUT WHAT ıT ıS! ENTER EMAIL ADDRESS HERE: Have a look at the splash page above and ask: does number of signups infer progress? Nope - people don’t even know what they’re signing up for.
  • 7. More recently, a false measure of progress I often see is number of pivots - the real question is are you pivoting toward your goals or away from them?
  • 8. PIVOTS ≠ PROGRESS Pivoting just because it gets hard is not progress. This applies to startups and I think increasingly politics - Egypt being a case in point this week.
  • 9. After all, all startups feel like roller coasters...
  • 10. Ignorant Optimism Informed Pessimism Informed Optimism One of my first investors drew me this - he said I was ‘ignorantly optimistic’ at the time and if I was taking his money it was a social contract to persevere through the tough times - until I was informed & optimistic...
  • 11. Seems like a bad idea Is a good idea I’ve always loved this image Peter Thiel drew - the best ideas have to seem tough in some way, after all...
  • 12. “...if it was easy everyone would be doing it” (my Dad said this to me - I try to always remember it)
  • 13. Seems like a bad idea Is a good idea Matters I’d just add one more circle - any great startup has to also matter - this is where Purpose comes in.
  • 14. What's your purpose? Purpose acts as a guiding light, it gives you the motivation to work through the tough times we saw before. Importantly it helps you say “No” to stuff.
  • 15. Facebook’s Purpose: give people the power to share and make the world more open and connected Look at Facebook: a clear Purpose enabled them to say “No” to aggressive advertising for years - they knew it would have compromised their Purpose.
  • 16. Facebook’s Purpose: give people the power to share and make the world more open and connected. “Simply put: we don’t build services to make money; we make money to build better services. And we think this is a good way to build something.” Mark Zuckerberg letter to shareholders
  • 17. HotOrNot.com (‘Facemash’ when MZ founded it didn’t have this grand Purpose - it was more like ‘Hot or Not’ but he was smart enough to develop ambition over time)
  • 18. Basecamp purpose: promote and enhance collaboration between a team Via Speckyboy.com Your Purpose helps you make design decisions - for example Basecamp lightened their navigation bar because they wanted users to focus on collaboration rather than their site.
  • 19. OpenIDEO Purpose: Design better, together for social good With OpenIDEO we have stayed true to the initial Purpose thus far - I hope that we view every design decision primarily through this lens.
  • 20. you don’t scale By Smath Why does Purpose matter? Because, you don’t scale. Many Founders begin because they’re ‘scratching their own itch,’ as you grow this has to be important to others too...
  • 21. By ketsugi It’s increasingly clear that monetary incentives (beyond optimising mundane tasks) are a pretty blunt instrument - once you’re lucky enough to have a decent income it’s not the thing that drives performance...
  • 22. By Ewan McIntosh...and they’ll always be someone (like this joker) able to offer more cash :) By Ewan McIntosh
  • 23. By Ewan McIntosh ...instead great startups motivate employees (and increasingly customers). A Purpose for good is the engine inside your business. By Wa-J
  • 24. ...but you are what you measure By goldbergBy Ewan McIntosh All this is key, but you’d be right to point out struggling businesses often have great Purposes too. The challenge is they usually optimise for something else. Image by goldberg
  • 25. Business Insider Purpose: aggregating, reporting, and analysing the top news stories across the web and delivering them to you at rapid- fire pace By goldbergBy Ewan McIntosh For example, why do sites embed slideshows? Is it to deliver news faster? Nope - they’re doing it to increase ad impressions. That’s what they’re measuring, in this case it’s absolutely not in line with BI’s Purpose...
  • 26. Instagram Purpose  "lower the bar for producing and sharing awesome images" By goldbergBy Ewan McIntosh Contrast this with Kevin Systrom’s approach at Instagram. He optimised speed & simplicity in creating great images - choosing to make images low res & square. They even reduced number of features in some updates :)
  • 27. Amazon Purpose: be earth's most customer centric company By goldbergBy Ewan McIntosh Amazon measures load times - they found in some cases an increase of 100ms led to a 1% decrease in sales of that item. Speed is in line with their Purpose. Pingdom can be your design partner :)
  • 28. 46,000 users or... OpenIDEO Purpose: Design better, together for social good By goldbergBy Ewan McIntosh With OpenIDEO’s Purpose in mind, what should we be measuring? Number of users? Number of countries represented? Nope, they might be leading indicators but we should be measuring Impact.
  • 29. OpenIDEO Purpose: Design better, together for social good So that’s what we’ve begun to measure. We started by defining it and now we share Impact and celebrate each story. Note: we’re still figuring this out :)
  • 30. Exercise 1 So let’s dive into our first exercise - in the next 15 minutes work through the questions in this document. Home in on a Purpose that would help you hire your 100th employee, then print it on your project wall...
  • 31. 2) Putting people first Next up - customers. You might want to check out my talk at the G8 on this. Note: I’ll try not to use the term Users as that makes them sound like addicts
  • 32. This is a desire path, it’s the route that we actually take, rather than the paths that were designed in (across Highbury Fields in N London in this case) How do you think the urban planners react to this?
  • 33. I bet many say we’re lazy or stupid for ignoring the paths. The answer to this question is key - do you empathise with citizens/customers or dislike them? I think disliking customers is a leading indicator of failure in any startup.
  • 34. How can you dislike customers when they share exactly the same basic needs as you, we’re all human. Let’s look at 3 ways to build your empathy for customers, particularly for those not scratching their own itches...
  • 35. 1. Live like the customer First up, actually live like your customer...
  • 36. This is what it feels like to be a patient in your average hospital. Until you live like a patient you don’t see this stuff.
  • 37. Our colleague Kristian admitted himself as a patient, he saw the dull ceilings all day and heard medics speaking in acronyms. This became an experience he could design against. Do you live like the customer?
  • 38. 2. Observe them in the real world Next up, observe reality...
  • 39. Focus groups are not reality - not because people lie but because people struggle to articulate their real thoughts and behaviours.
  • 40. Instead, observe real life. I admire AG Lafley of P&G because he did this in many of his markets when traveling, eg ladies washing clothes in India - clearly they wouldn’t lug around 5l bottles of detergent that P&G sells in UK.
  • 41. People are incredibly creative - in a focus group would this lady tell you that she had her own hack for hands-free use of her mobile? She may not even remember when she’s out of context.
  • 42. Or in a focus group this old lady might tell you she manages to take her tablets every day without problem. But if you watch her behaviours you notice she was uses a meat slicer to open the container. (this is for real)
  • 43. You should observe how people really use your digital products too. For example, periodically check what search queries people make on the homepage (amazingly this is rare in my experience).
  • 44. Here’s a word cloud of the search queries from OpenIDEO - you can see that there’s a desire path toward ‘education’ that we’re missing. We don’t quite know what John represents - we may need to ask...
  • 45. Also try heat mapping tools like Crazy Egg - that truly reveals desire paths. You can see clearly in the image above that there are desire paths to Challenges and How It Works on OpenIDEO, you also see redundancy.
  • 46. 3. Today’s extremes are tomorrow’s average Joes Next up - learn from extremes...
  • 47. Statisticians & marketeers love bell curves, and most businesses focus on the middle ‘it’s where the money is’. The problem with that is often the middle is moving - the extremes today may become the norm tomorrow.
  • 48. We therefore often look to extremes for inspiration. For example, when observing someone fearful of credit this is what some IDEO researchers were confronted with. A credit card in a block of ice. You can design from this...
  • 49. Similarly look at extremes in digital products. For example, the rise of ‘white- walling’ (people erase their FB profile at the end of each day). This would show us many people increasingly want ephemeral services eg Snapchat...
  • 50. Sometimes these extreme behaviours can be inspiration for your core product. For example this is the first tweet sent suggesting hashtags - now a cornerstone of Twitter. Startups thrive at the edges of existing markets.
  • 51. By the way, Highbury Fields wasn’t originally designed badly it’s just Arsenal Football Club moved its ground so on game days thousands of people now take this route. The council’s job is to react to this change of use...
  • 52. Here’s my favourite desire path in N London - This is my favourite desire path because someone has adapted to it - instead of cordoning off the grass they laid gravel. We all need to have the humility to see and then adapt - the only truth is how people really use your product.
  • 53. Exercise 2 Our second exercise is around understanding your customers - can you name ten right off the bat. Everyone in your team should be able to name at least one. Do you really understand and empathise with them?
  • 54. 3) Hypotheses & Experiments Finally, let’s talk through how to prioritise in any startup...
  • 55. A BA BA B Your startup is a simply a series of unanswered questions. If you don’t think you have any unanswered questions then you really are in the s**t.
  • 56. The fantastic Startup Genome Project taught us that the most common reason for any startup to fail is ‘premature scaling’ - this is essentially scaling before you’ve tested critical assumptions.
  • 57. The best entrepreneurs prioritise like scientists, they select their experiments... There’s art to building startups but thanks to Steve Blank and others it’s increasingly a science - your job is to choose and run the right experiments.
  • 58. Hypothesis based Important Feasible Great experiments are: We can learn much from the Scientific Method in this respect...
  • 59. ? Efficient Answer: ACCURATE Make it as real as possible, preferably do it in the real world LOW COST Hijack existing technologies/ networks where possible You need to test your Hypotheses efficiently...
  • 60. I guess that’s why huge business plans bring me out in hives - it is hardly ever the best way of testing hypotheses. It shows questionable judgment.
  • 61. GHETTO TESTING Instead it’s usually more efficient to get out in the real world to test your hypotheses - as Steve Blank says “the answer is outside the building,” eg Zynga tests ideas for new games by advertising them before writing a line of code.
  • 62. WE'RE DOıNG SOMETHıNG REALLY ıNTERESTıNG: —SıGN UP NOW TO FıND OUT WHAT ıT ıS! ENTER EMAIL ADDRESS HERE: That approach, called Ghetto Testing is not the same as these ambiguous splash pages by the way. These don’t validate any hypotheses, except perhaps ‘we can build a website splashpage’ :)
  • 63. This approach, of Launching to Learn / validate hypotheses is increasingly important. For example, Wonga began issuing loans to assess if it could use data to assess default risk - this was way more efficient than locking actuaries in a room to endlessly talk about it...
  • 64. For those of you building physical products you can use this approach too. For example, Tim Ferriss tested different book covers by placing them on the New Release table in the Palo Alto Borders to se how people reacted to each.
  • 65. That’s the beauty of Kickstarter et al - enabling you to validate a market prior to production. It worked well for our former colleague Scott Wilson when his Tic-Toc watch raised just under $1m, he’s built a great company since.
  • 66. EXPERIMENT: will IDEO’s brand have convening power? When launching OpenIDEO we wanted to test the hypothesis: IDEO has the convening power to attract diverse people to the discussion
  • 67. To find out we launched ‘BIG CONVERSATIONS’ on Facebook first. So we launched a Facebook page to test just that- we found very quickly that people would come and contribute. Hypothesis validated.
  • 68. It gave us the confidence to launch OpenIDEO - please contribute if you have a spare minute, or simply browse it for inspiration...
  • 69. Exercise 3 Our final exercise today is to begin outlining our hypotheses and prioritise them - the good news is that you have access to mentors, digital tools and hopefully customers to validate efficiently. Your success will be a function of the number of learning cycles you fit in your runway...
  • 70. 1) What’s your Purpose and how will you measure it? Is your team aligned around it? Will you review it weekly? 2) Who’s your customer today? What are their real needs? Which extremes today will be the norm tomorrow? 3) What are your hypotheses, what order will you efficiently test them and how? We’ve covered some critical stuff, I’ll structure the next session around your needs at that time but it’s likely to include pitching & business models...