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87. www.rallydev.com @zachnies! ©2013!
Discover the future!Form
Pivot
Persevere
Validate
SalesPlaybook
Ourdraftsalesplanwill
closeoractivate
customers.
GoToMarket
Wecanpackage,price,
positionandpromote
ouroffer.
Founders Can Sell
The founders can
understand the flow of
money and sell the offer.
OperateDiscover
Solution
Ourproductidea
solvesthecustomer’s
problem.
BusinessModel
Ourbusinessmodel
canbeprofitable.
Problem
We understand the
problem a customer
wants solved.
Transition
Team
Wehavebudgetandadedicated
transitionteam.
IntoDepartments
Wetransferredourknowledgeintothe
departmentsandtheycanoperatethe
newoffer.
RollOff
Wehaverolledoffeveryonefromthe
discoveryteamwhowantstodo
somethingnew.
Pivot
Persevere
Today’s spend fuels high growth
offers with an expected return
in 12 to 36 months.
rs
s
s
ExperimentExperimentExperiment
FrameHypothesize
Wehaveapredicted
outcomethatwecan
measureandfalsify.
Document
Wehavecompletedtheleft
sideofanExperimentA3.
Empathize
We understand the
perspective of our users &
customers.
Measure
Analyze
Wehaveafactbased
argumenttoinvalidateor
validateourhypothesis.
Organize
Wehaveturnedthedata
intoinformationweuseto
tellastory.
Collect
We have enough data to
effectively analyze the
results.
Learn
Complete
Wehaveacompleted
ExperimentA3.
Share
Wesharedtheresultswith
thosewhocouldbenefit
from
theknowledge.
Compare
We compared the data
collected to our expected
results.
Build
Deploy
Wehaveourexperiment
runningwithrealsubjects.
Implement
Wehaveasolutionthatcan
falsifyourhypothesis.
Design
We understand how to
build our experiment and
measure the results.
Knowledge
Enumerate
Experiments
We have a series of
experiments that will
test the validity of
our top leap of faith
assumptions.
QuarterlySteering
Demo
Demo
Demo
Demo
Demo
Mentor
Checkin
Mentor
Checkin
Mentor
Checkin
Mentor
Checkin
Mentor
Checkin
Mentor
Checkin
Mentor
Checkin
Mentor
Checkin
Mentor
Checkin
Mentor
Checkin
Mentor
Checkin
Mentor
Checkin
Operational
Review
Operational
Review
I-2
Prepare
Review Canvas
We have an updated canvas that reflects our
latest learnings and the team has reviewed it.
Enumerate Assumptions
We have a list of assumptions that need to be
true for our offer to work.
Identify Key Assumptions
We have identified the 3 most important leap of
faith assumptions to test next.
Vision
Wehaveanideaworth
pursuingthatexcitesthe
team.
InnovationSandbox
Wehaveworking
agreementswithothersto
runadiscoveryprocess.
Team
We have a dedicated, cross
functional team.
© 2013 Rally Software Development Corp.
93. www.rallydev.com @zachnies! ©2013!
Discover the future!
Exploration
Knowledge
Enumerate
Experiments
We have a series of
experiments that will
test the validity of
our top leap of faith
assumptions.
Cad
Quarterly
Mentor
Checkin
Mentor
Checkin
Prepare
Review Canvas
We have an updated canvas that reflects our
latest learnings and the team has reviewed it.
Enumerate Assumptions
We have a list of assumptions that need to be
true for our offer to work.
Identify Key Assumptions
We have identified the 3 most important leap of
faith assumptions to test next.
95. www.rallydev.com @zachnies! ©2013!
Feature Level!
5. Value
What value will be created for these users?
Workarounds
How are these problems being solved today?
1. User Personas
Who is encountering the problems?
Circumstances
Within what circumstances do these problems exist?
3. Solution
What solutions may make the problems go away?
4.Technology
What technologies will be used to create the solution?
8. Feedback
What meaningful and measurable feedback will be
gathered from the users?
9. Enablement
What will be needed to make these users aware of
your solution and how it solves their problems?
7. Cost of Development
What costs will go into solving the user’s problems?
6. Cost of Delay
What will it cost your business if you don’t solve these problems over a period of time?
2. Problems
What problems are these users encountering?
Feature Canvas
I-1
Adapted from the Lean Canvas (www.leancanvas.com)
99. www.rallydev.com @zachnies! ©2013!
Experiment Backlog!
Exploration
Docum
Wehavecompleted
sideofanExperiment
W
persp
Knowledge
Enumerate
Experiments
We have a series of
experiments that will
test the validity of
our top leap of faith
assumptions.
Cad
Quarterly
Mentor
Checkin
Mentor
Checkin
Mentor
Checkin
Prepare
Review Canvas
We have an updated canvas that reflects our
latest learnings and the team has reviewed it.
Enumerate Assumptions
We have a list of assumptions that need to be
true for our offer to work.
Identify Key Assumptions
We have identified the 3 most important leap of
faith assumptions to test next.
100. www.rallydev.com @zachnies! ©2013!
Experiments!
Background: What do you want to learn and why?
What guess, assumption, risk, or question are you testing?
What pain or problem is being experienced that’s motivating this experiment?
If you can, write the Problem Statement from the Define worksheet here.
[Customer Segment] needs a way to [describe job to be done], (because|but|surprisingly) [describe insight].
Hypothesis toTest
[Specific repeatable action] will create [expected result].
State your hypothesis as an if/then assertion. Is this hypothesis falsifiable?
Experiment Materials and Method
What will you need to run your experiment, both from your team and from others?
Describe the experiment you plan to run and how it can falsify your hypothesis. What steps are needed to run the
experiment? Do you need a control group to establish a comparison?
Safety: How is the experiment safe to run and how will you undo it?
Why is the experiment safe to run? What about your experiment method protects you from harmful side effects?
Describe how you will undo the experiment upon completion or if you discover it is no longer safe to run.
Variables and Measures
What variable (the manipulated variable) are you going to intentionally change during the experiment? What variables (the
responding variables) do you expect to respond to changes to the manipulated variable? What variables (the control
variables) do you need to keep constant during the experiment? What qualitative and quantitate measures will you use to
measure your variables? What will you measure to indicate the experiment is running safely?
Experiment Name:
Owner:
Mentor: Start Date: End Date: I-4
Next Steps: Given what you learned, what’s next?
Experiment Results
Describe your results from the experiment.
Describe what you learned from the experiment? Did you invalidate your hypothesis or does it live on?
Experiment OutcomeExperiment Outcome
Validated Invalidated InconclusiveValidated Invalidated Inconclusive
Cycle Time: days Cost: $ (Run rate * Cycle Time) + Costs
Validated Learnings
Describe what you learned from the experiment?
Restate your hypothesis based on the results. If it was validated, restate it as it is. If it was invalidated, frame the
hypothesis in the negative rather than the affirmative. If it was inconclusive, leave this box blank.
Ancillary Insights: What else should you explore?
Capture your insights that were gained unintentionally through this experiment.
101. www.rallydev.com @zachnies! ©2013!
Run experiments!
P
Per
SalesPlayb
Ourdraftsalespla
closeoractivate
customers.
ToMarket
anpackage,price,
itionandpromote
ouroffer.
Solutio
Ourproductid
solvesthecustome
problem.
nessModel
businessmodel
anbeprofitable.
Tea
Wehavebudgeta
transitio
IntoDepa
Wetransferredour
departmentsandth
newo
Roll
Wehaverolledoffe
discoveryteamw
somethi
P
Per
ExperimentExperimentExperiment
Frame
Hypothesize
Wehaveapredicted
outcomethatwecan
measureandfalsify.
Document
Wehavecompletedtheleft
sideofanExperimentA3.
Empathize
We understand the
perspective of our users &
customers.
Measure
Analyze
Wehaveafactbased
argumenttoinvalidateor
validateourhypothesis.
Organize
Wehaveturnedthedata
intoinformationweuseto
tellastory.
Collect
We have enough data to
effectively analyze the
results.
Learn
Complete
Wehaveacompleted
ExperimentA3.
Share
Wesharedtheresultswith
thosewhocouldbenefit
from
theknowledge.
Compare
We compared the data
collected to our expected
results.
Build
Deploy
Wehaveourexperiment
runningwithrealsubjects.
Implement
Wehaveasolutionthatcan
falsifyourhypothesis.
Design
We understand how to
build our experiment and
measure the results.
Knowledge
Enumerate
Experiments
We have a series of
experiments that will
test the validity of
our top leap of faith
assumptions.
QuarterlySteering
Demo
Demo
Demo
Demo
Demo
Mentor
Checkin
Mentor
Checkin
Mentor
Checkin
Mentor
Checkin
Mentor
Checkin
Mentor
Checkin
Mentor
Checkin
Mentor
Checkin
Mentor
Checkin
Mentor
Checkin
Mentor
Checkin
Mentor
Checkin
Operational
Review
Operational
Review
I-2© 2013 Rally Software Development Corp.
102. www.rallydev.com @zachnies! ©2013!
Empathize & Frame!
Frame
Hypothesize
Wehaveapredicted
outcomethatwecan
measureandfalsify.
Document
Wehavecompletedtheleft
sideofanExperimentA3.
Empathize
We understand the
perspective of our users &
customers.
De
Wehaveourexp
runningwithrealsub
We
build
m
owledge
umerate
periments
ave a series of
ments that will
he validity of
p leap of faith
sumptions.
103. www.rallydev.com @zachnies! ©2013!
Build & Ship!
ExperimentExperimentExperiment
othesize
ehaveapredicted
outcomethatwecan
measureandfalsify.
he
ers &
M
Org
Wehaveturnedt
intoinformationweus
tellastory.
We h
effe
Build
Deploy
Wehaveourexperiment
runningwithrealsubjects.
Implement
Wehaveasolutionthatcan
falsifyourhypothesis.
Design
We understand how to
build our experiment and
measure the results.
104. www.rallydev.com @zachnies! ©2013!
Test & Measure!
ExperimentExperimentExperiment
Measure
Analyze
Wehaveafactbased
argumenttoinvalidateor
validateourhypothesis.
Organize
Wehaveturnedthedata
intoinformationweuseto
tellastory.
Collect
We have enough data to
effectively analyze the
results.
Sh
Wesharedtheres
thosewhocouldben
from
theknowledge.
We
colle
lement
veasolutionthatcan
falsifyourhypothesis.
w to
and
ts.
105. www.rallydev.com @zachnies! ©2013!
Learn & Share!
e
alyze
haveafactbased
rgumenttoinvalidateor
validateourhypothesis.
a to
the
Learn
Complete
Wehaveacompleted
ExperimentA3.
Share
Wesharedtheresultswith
thosewhocouldbenefit
from
theknowledge.
Compare
We compared the data
collected to our expected
results.