Learning What WorksLean Startup Machine San Francisco
Zach Nies@zachnies
At Rally, we believe empoweredpeople who actually want tocome to work are essential forsolving today’s big, complexproblems.
We inspire continuousinnovation and collaboration inour customers, helping themempower their people anddeliver a factor of...
We do this through our world-class software, coaching andcommunity services.
Social	  MISSION
A	  founda-on	  for	  the	  mobilize	  ci-zen	  engineers	  around	  the	  globe	  with	  our	  employees,	  customers	  a...
Why I careabout startups
Font Samplerhttp://media.kelbymediagroup.com/layersmagazine/images/columns/artoftype/may06/glyph-set.jpg   http://en.wikip...
2,500,000         CustomersRevolutionized an industry
h;p://www.flickr.com/photos/isaacmao/380257543	  
Market research               Product definition            Product requirements                    Detailed plan         ...
Market research               Product definition            Product requirements                    Detailed plan         ...
Market research               Product definition            Product requirements                    Detailed plan         ...
Market research               Product definition            Product requirements                    Detailed plan         ...
Market research               Product definition            Product requirements                    Detailed plan         ...
Market research               Product definition            Product requirements                    Detailed plan         ...
Market research               Product definition            Product requirements                    Detailed plan         ...
HOW MANY GUESSES?
FIRST CONTACT WITHPOTENTIAL CUSTOMERS
h;p://www.flickr.com/photos/oregondot/4132135156	  
Create a plan topredict the future              h;p://www.flickr.com/photos/isaacmao/380257543	  
Why doesn’tthis work?
Obscure the guesses    with details
Discover the future                  Vision	  &	                    Empathy	                                              ...
Guesses                          Empathize & Frame          Learn & Share                                              Bui...
DesignThinkerScientist
h;p://www.richard-­‐feynman.net/gallery.htm	  
What big guesses?
First guess:We understand theproblem a customer   wants solved
Next guess:Our product solves the customer’s     problem
Next guess:Our business model can be profitable
Next guess:The founders can:  sell our offer or acquire users
Next guess:Understand the flow of money and influence
Next guess:Our draft sales planwill repeatedly close      customers or activate users
Next guess:We can position our company
Turn guessesinto knowledge
TAKE EACH MAJOR GUESS
h;p://www.youtube.com/watch?v=Iyjs3zeoSrM	  
Guesses          Knowledge
Empathize & FrameLearn & Share                                 Build & Ship                Test & Measure
Empathy and insight
Building empathyConnecting through conversationAsk whyDiscover their painReveal their hopes and dreamsDig for emotional st...
Framing the problemSynthesize your conversation(s)   Needs (with verbs)   Insights (underlying drives/themes)   Point of V...
Running experiments
How do I run meaningfulexperiments?
Experiment Name:Background: What do you want to learn and why?                                                            ...
Experiment Name:Background: What do you want to learn and why?                                                            ...
Experiment Name:o learn and why?                                                                             Owner:       ...
“Get out ofthe building!”Steve Blank
“Meaningemerges through  interaction”        Dave Snowden
What could go wrong     with this?                      Empathize & Frame      Learn & Share                              ...
Why & Visionh;p://www.flickr.com/photos/klearchos/4541072707	  
The good news
BigCompanies            h;p://www.flickr.com/photos/ironnickel/6076087519	  
Startupsh;p://www.flickr.com/photos/elcapitan/2387917709	  
Apply new  disciplinesto your startup
Become disciplined   explorers…
Don’t squander  your time
buildingthe wrong business
Do what you love
Love what you do
Books that informed this talk
People who informed this talk David         Eric        AshSnowden        Ries       Maurya              George           ...
h;p://www.flickr.com/photos/fla;op341/224597838	  
@zachnies#LeanSF
Running Lean Startup Experiments
Running Lean Startup Experiments
Running Lean Startup Experiments
Running Lean Startup Experiments
Running Lean Startup Experiments
Running Lean Startup Experiments
Running Lean Startup Experiments
Running Lean Startup Experiments
Running Lean Startup Experiments
Running Lean Startup Experiments
Running Lean Startup Experiments
Running Lean Startup Experiments
Running Lean Startup Experiments
Running Lean Startup Experiments
Running Lean Startup Experiments
Running Lean Startup Experiments
Running Lean Startup Experiments
Running Lean Startup Experiments
Running Lean Startup Experiments
Running Lean Startup Experiments
Running Lean Startup Experiments
Running Lean Startup Experiments
Running Lean Startup Experiments
Running Lean Startup Experiments
Running Lean Startup Experiments
Upcoming SlideShare
Loading in …5
×

Running Lean Startup Experiments

3,167 views

Published on

Lean how to maximize your learning by running effective experiments.

Published in: Technology

Running Lean Startup Experiments

  1. 1. Learning What WorksLean Startup Machine San Francisco
  2. 2. Zach Nies@zachnies
  3. 3. At Rally, we believe empoweredpeople who actually want tocome to work are essential forsolving today’s big, complexproblems.
  4. 4. We inspire continuousinnovation and collaboration inour customers, helping themempower their people anddeliver a factor of four increasein value to their business.
  5. 5. We do this through our world-class software, coaching andcommunity services.
  6. 6. Social  MISSION
  7. 7. A  founda-on  for  the  mobilize  ci-zen  engineers  around  the  globe  with  our  employees,  customers  and  partners  
  8. 8. Why I careabout startups
  9. 9. Font Samplerhttp://media.kelbymediagroup.com/layersmagazine/images/columns/artoftype/may06/glyph-set.jpg http://en.wikipedia.org/wiki/File:Caslon-schriftmusterblatt.jpeg
  10. 10. 2,500,000 CustomersRevolutionized an industry
  11. 11. h;p://www.flickr.com/photos/isaacmao/380257543  
  12. 12. Market research Product definition Product requirements Detailed plan Alpha release Beta release Final releaseFIRST CONTACT WITH CUSTOMERS
  13. 13. Market research Product definition Product requirements Detailed plan Alpha release Beta release Final releaseFIRST CONTACT WITH CUSTOMERS
  14. 14. Market research Product definition Product requirements Detailed plan Alpha release Beta release Final releaseFIRST CONTACT WITH CUSTOMERS
  15. 15. Market research Product definition Product requirements Detailed plan Alpha release Beta release Final releaseFIRST CONTACT WITH CUSTOMERS
  16. 16. Market research Product definition Product requirements Detailed plan Alpha release Beta release Final releaseFIRST CONTACT WITH CUSTOMERS
  17. 17. Market research Product definition Product requirements Detailed plan Alpha release Beta release Final releaseFIRST CONTACT WITH CUSTOMERS
  18. 18. Market research Product definition Product requirements Detailed plan Alpha release Beta release Final releaseFIRST CONTACT WITH CUSTOMERS
  19. 19. HOW MANY GUESSES?
  20. 20. FIRST CONTACT WITHPOTENTIAL CUSTOMERS
  21. 21. h;p://www.flickr.com/photos/oregondot/4132135156  
  22. 22. Create a plan topredict the future h;p://www.flickr.com/photos/isaacmao/380257543  
  23. 23. Why doesn’tthis work?
  24. 24. Obscure the guesses with details
  25. 25. Discover the future Vision  &   Empathy   Culture Business  Model   Frame Frame Frame Frame Build & Ship Build & Ship Build & Ship Build & ShipLearn Learn Learn Learn Test & Measure Test & Measure Test & Measure Test & Measure
  26. 26. Guesses Empathize & Frame Learn & Share Build & Ship Test & Measure Knowledge
  27. 27. DesignThinkerScientist
  28. 28. h;p://www.richard-­‐feynman.net/gallery.htm  
  29. 29. What big guesses?
  30. 30. First guess:We understand theproblem a customer wants solved
  31. 31. Next guess:Our product solves the customer’s problem
  32. 32. Next guess:Our business model can be profitable
  33. 33. Next guess:The founders can: sell our offer or acquire users
  34. 34. Next guess:Understand the flow of money and influence
  35. 35. Next guess:Our draft sales planwill repeatedly close customers or activate users
  36. 36. Next guess:We can position our company
  37. 37. Turn guessesinto knowledge
  38. 38. TAKE EACH MAJOR GUESS
  39. 39. h;p://www.youtube.com/watch?v=Iyjs3zeoSrM  
  40. 40. Guesses Knowledge
  41. 41. Empathize & FrameLearn & Share Build & Ship Test & Measure
  42. 42. Empathy and insight
  43. 43. Building empathyConnecting through conversationAsk whyDiscover their painReveal their hopes and dreamsDig for emotional stories
  44. 44. Framing the problemSynthesize your conversation(s) Needs (with verbs) Insights (underlying drives/themes) Point of View
  45. 45. Running experiments
  46. 46. How do I run meaningfulexperiments?
  47. 47. Experiment Name:Background: What do you want to learn and why? Owner: Mentor: Date: Measures What will you measure to invalidate your hypothesis? What will you measure to indicate the experiment is safe to run? What will you measure to indicate you should amplify the experiment? Measures can be Qualitative and Quantitative.Frame the Experiment: What is your Problem Statement?Write the Problem Statement from the Define worksheet here. What pain or problem is being experienced?[Customer Segment] needs a way to [describe job to be done], (because|but|surprisingly) [describe insight]. Experiment Backlog Stack ranked list of actions needed to run the experiment.Hypothesis to Test[Specific repeatable action] will create [expected result].Is this hypothesis falsifiable?Experiment DetailsDescribe the experiment you plan to run and how you are going to attempt to falsify your hypothesis. Experiment Results and Learnings Describe what you learned from the experiment? Did you invalidate your hypothesis or does it live on?Safety: How is the experiment safe to run and how will you recover? Next Steps: Given what you learned, what’s next?Describe how the experiment is safe to run.Describe how you will recover from running the experiment upon completion or if you discover it isn’t safe to run. I-2
  48. 48. Experiment Name:Background: What do you want to learn and why? Owner: Mentor: Date: Measures What will you measure to invalidate your hypothesis? What will you measure to indicate the experiment is safe to run? What will you measure to indicate you should amplify the experiment? Measures can be Qualitative and Quantitative.Frame the Experiment: What is your Problem Statement?Write the Problem Statement from the Define worksheet here. What pain or problem is being experienced?[Customer Segment] needs a way to [describe job to be done], (because|but|surprisingly) [describe insight]. Experiment Backlog Stack ranked list of actions needed to run the experiment.Hypothesis to Test[Specific repeatable action] will create [expected result].Is this hypothesis falsifiable?Experiment DetailsDescribe the experiment you plan to run and how you are going to attempt to falsify your hypothesis. Experiment Results and Learnings Describe what you learned from the experiment? Did you invalidate your hypSafety: How is the experiment safe to run and how will you recover? Next Steps: Given what you learned, what’s next?Describe how the experiment is safe to run.Describe how you will recover from running the experiment upon completion or if you discover it isn’t safe to run.
  49. 49. Experiment Name:o learn and why? Owner: Mentor: Date: Measures What will you measure to invalidate your hypothesis? What will you measure to indicate the experiment is safe to run? What will you measure to indicate you should amplify the experiment? Measures can be Qualitative and Quantitative.our Problem Statement?efine worksheet here. What pain or problem is being experienced?cribe job to be done], (because|but|surprisingly) [describe insight]. Experiment Backlog Stack ranked list of actions needed to run the experiment.xpected result].and how you are going to attempt to falsify your hypothesis. Experiment Results and Learnings Describe what you learned from the experiment? Did you invalidate your hypothesis or does it live on?fe to run and how will you recover? Next Steps: Given what you learned, what’s next?un.ng the experiment upon completion or if you discover it isn’t safe to run.
  50. 50. “Get out ofthe building!”Steve Blank
  51. 51. “Meaningemerges through interaction” Dave Snowden
  52. 52. What could go wrong with this? Empathize & Frame Learn & Share Build & Ship Test & Measure
  53. 53. Why & Visionh;p://www.flickr.com/photos/klearchos/4541072707  
  54. 54. The good news
  55. 55. BigCompanies h;p://www.flickr.com/photos/ironnickel/6076087519  
  56. 56. Startupsh;p://www.flickr.com/photos/elcapitan/2387917709  
  57. 57. Apply new disciplinesto your startup
  58. 58. Become disciplined explorers…
  59. 59. Don’t squander your time
  60. 60. buildingthe wrong business
  61. 61. Do what you love
  62. 62. Love what you do
  63. 63. Books that informed this talk
  64. 64. People who informed this talk David Eric AshSnowden Ries Maurya George KembelGeoffrey Steve Moore Blank
  65. 65. h;p://www.flickr.com/photos/fla;op341/224597838  
  66. 66. @zachnies#LeanSF

×