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Lessons	
  from	
  Silicon	
  Valley:	
  
Company	
  Culture,	
  Growth	
  Hacking,	
  Design	
  Thinking	
  &	
  Product	
  Design	
  
	
  
	
  
	
  
Kyiv-­‐Mohyla	
  Business	
  School	
  (KMBS)	
  
Kyiv-­‐Mohyla	
  Academy	
  
	
  
Matricula:on	
  Ceremony	
  of	
  New	
  MBA	
  Students	
  	
  
KMA	
  400th	
  Anniversary	
  Celebra:on	
  
Dr.	
  Burton	
  Lee	
  PhD	
  MBA	
  
European	
  Entrepreneurship	
  &	
  Innova1on	
  
Stanford	
  Engineering	
  School,	
  Silicon	
  Valley,	
  CA	
  
www.StanfordEuropreneurs.org	
  ||	
  @Europreneurs	
  
	
  
Kyiv,	
  Ukraine	
  
Oct	
  15	
  2015	
  
Key	
  Lessons	
  from	
  Silicon	
  Valley	
  
•  Company	
  Culture	
  
–  Innova1on	
  
–  Ethics	
  
•  Product	
  Design	
  and	
  Product	
  Management	
  
–  ‘Design	
  Thinking’	
  as	
  a	
  Strategy	
  Tool	
  
•  Strategic	
  Use	
  of	
  Informa1on	
  Technology	
  
–  Enterprise	
  soPware	
  –	
  broad	
  &	
  deep	
  integra1on	
  around	
  key	
  
business	
  processes	
  
•  ‘Growth	
  Hacking’	
  
–  The	
  New	
  ‘Sales	
  &	
  Marke1ng’	
  for	
  Rapid	
  Growth	
  IT	
  Companies	
  
–  Lessons	
  for	
  Tradi1onal	
  Firms	
  
Oct	
  15	
  2015	
  
Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  
Ventures	
  2015	
  
Culture	
  
Beats	
  
Strategy	
  
Oct	
  16	
  2015	
  
Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  
Ventures	
  2015	
  
ABOUT
THE SPEAKER
DR. BURTON LEE PHD MBA
STANFORD SCHOOL OF ENGINEERING | INNOVARIUM VENTURES
BURTON.LEE@INNOVARIUM.NET
WWW.STANFORDEUROPRENEURS.ORG
@EUROPRENEURS
Map	
  of	
  Presen:ng	
  Speaker	
  	
  
Na:onali:es	
  
European	
  Entrepreneurship	
  &	
  	
  
Innova:on	
  @	
  Stanford	
  Engineering	
  
(ME421)	
  
	
  
	
  
	
  
Winter	
  2015	
  –	
  Year	
  Seven	
  
Enterprise	
  Estonia	
  
Silicon	
  Valley	
  
Ghent,	
  Flanders	
  Region	
  
Belgium	
  
iMinds	
  ICT	
  Research	
  Ins:tute	
  
h[p://www.europeanentrepreneursatstanford.com	
  |	
  h[p://me421.stanford.edu	
  
Oct	
  5	
  2015	
   Copyright	
  2015	
  Burton	
  H.	
  Lee	
  and	
  Innovarium	
  Ventures	
   7	
  
February 10 @ Stanford Engineering
Jeff Lynn, Seedrs (UK) & Matija Kopic, Farmeron (HR)
Observa:ons	
  from	
  Ukraine	
  &	
  Europe	
  
•  Visits	
  to	
  leading	
  UA	
  ICT	
  companies	
  (Prom.UA,	
  
playtech),	
  KPI,	
  KMBS	
  
•  7	
  years	
  working	
  in	
  Europe	
  with	
  tech	
  startups,	
  
corpora1ons,	
  investors,	
  universi1es,	
  engineering	
  
and	
  business	
  professors	
  &	
  schools,	
  governments	
  
and	
  the	
  European	
  Commission	
  
–  Poland,	
  Estonia,	
  Latvia,	
  Lithuania,	
  Bulgaria,	
  Croa1a,	
  
Slovakia,	
  Hungary,	
  Belarus,	
  Russia	
  
–  Collabora1ons	
  with	
  European	
  universi1es	
  in	
  Ireland,	
  
Finland,	
  France,	
  Germany	
  
Oct	
  15	
  2015	
  
Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  
Ventures	
  2015	
  
Lessons from Silicon Valley
Company
Innovation Culture
by ‘Accident’ or by ‘Design’ ?
1
Oct	
  15	
  2015	
   Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  Ventures	
  2015	
  
Source:	
  Steve	
  Blank,	
  2012	
  
Android	
  &	
  iPhone	
  
“Disrup(ve	
  Innova(on”	
  via	
  New	
  Business	
  Models	
  +	
  Advanced	
  Product	
  Design	
  
Copyright	
  2015	
  Burton	
  H.	
  Lee	
  and	
  Innovarium	
  Ventures	
  
Smart	
  Phone	
  “Company-­‐Busters”	
  
New	
  Products	
  and	
  Services	
  for	
  Global	
  Markets	
  
Stock	
  Op:ons	
  
for	
  Startup	
  Employees	
  
Necessary	
  
But	
  
Not	
  Sufficient	
  
13	
  
Oct	
  15	
  2015	
  
Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  
Ventures	
  2015	
  
Company	
  Culture	
  
is	
  Now	
  Used	
  as	
  a	
  
Key	
  Element	
  of	
  
Strategic	
  Advantage	
  
vs	
  CompeKtors	
  
Lessons from Silicon Valley - Company Culture, Growth Hacking, Design Thinking - KMBS - Oct 15 2015
Company	
  ‘Innova:on	
  Culture’	
  
Silicon	
  Valley	
  Milestones	
  
1950s-­‐60s-­‐70s	
  
1980s-­‐90s-­‐2000s	
  
1990s-­‐2000s-­‐2010s	
  
Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  Ventures	
  2015	
  Oct	
  15	
  2015	
  
1960	
  
Oct	
  15	
  2015	
   Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  Ventures	
  2015	
  
The	
  HP	
  Way	
  
Founda(ons	
  for	
  Corporate	
  Innova(on	
  Culture	
  
•  A	
  radical	
  and	
  contrarian	
  approach	
  to	
  organizing	
  
&	
  running	
  large	
  companies	
  in	
  1949	
  
–  “HP	
  rejected	
  the	
  idea	
  that	
  a	
  company	
  exists	
  merely	
  to	
  
maximize	
  profits”	
  
•  Customer-­‐focused	
  
•  Team-­‐based	
  projects	
  
•  Stock	
  op1ons	
  programs	
  
•  A	
  responsibility	
  to	
  the	
  community	
  at	
  large	
  
•  Strong	
  engineering-­‐driven	
  culture	
  
•  Management-­‐by-­‐objec1ves,	
  not	
  by-­‐control	
  
Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  Ventures	
  2015	
  Oct	
  15	
  2015	
  
The	
  HP	
  Way	
  
Guiding	
  Values	
  for	
  the	
  Company	
  
•  “What	
  can	
  we	
  contribute?”	
  
•  “Are	
  people’s	
  lives	
  improved	
  because	
  of	
  what	
  
we	
  do?”	
  
•  “Are	
  the	
  communi1es	
  in	
  which	
  we	
  operate	
  
stronger,	
  and	
  the	
  lives	
  of	
  our	
  employees	
  
be[er?”	
  
•  “Do	
  our	
  products	
  offer	
  something	
  unique	
  to	
  
our	
  customers?”	
  
Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  Ventures	
  2015	
  Oct	
  15	
  2015	
  
Oct	
  15	
  2015	
   Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  Ventures	
  2015	
  
APPLE	
  
The	
  Core	
  of	
  Apple	
  Culture	
  
•  Accountability	
  
•  Hire	
  the	
  best	
  
•  Consistency	
  
•  Design	
  for	
  great	
  user	
  experiences	
  
•  Excellence	
  above	
  revenues	
  
•  Treat	
  employees	
  well	
  
Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  Ventures	
  2015	
  Oct	
  15	
  2015	
  
Oct	
  15	
  2015	
   Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  Ventures	
  2015	
  
Apple	
  in	
  Steve	
  Jobs	
  Time	
  …	
  
Oct	
  15	
  2015	
   Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  Ventures	
  2015	
  Apple	
  under	
  Tim	
  Cook	
  
Oct	
  15	
  2015	
   Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  Ventures	
  2015	
  
Innova1on	
  Culture	
  @	
  Google	
  
•  Innova1on	
  from	
  everywhere	
  
•  Focus	
  on	
  the	
  user	
  
•  Think	
  10X	
  
•  Bet	
  on	
  technical	
  insights	
  	
  	
  
•  Launch	
  and	
  iterate	
  
•  20%	
  1me	
  	
  	
  
•  Default	
  to	
  open	
  process	
  
•  Fail	
  well	
  	
  
•  Have	
  a	
  mission	
  that	
  ma[ers	
  	
  	
  
Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  Ventures	
  2015	
  
•  Strong	
  engineering	
  culture	
  
•  Strong	
  sense	
  of	
  corporate	
  mission	
  
Oct	
  15	
  2015	
  
Oct	
  15	
  2015	
   Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  Ventures	
  2015	
  
Oct	
  15	
  2015	
   Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  Ventures	
  2015	
  
FACEBOOK	
  
Oct	
  15	
  2015	
   Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  Ventures	
  2015	
  
Benefits	
  of	
  Innova1on	
  Culture	
  @	
  Google	
  
•  Sustained	
  ability	
  to:	
  
–  Enter	
  new	
  ver1cals	
  	
  
–  Create	
  new	
  product	
  categories	
  and	
  industries	
  
–  Move	
  quickly	
  	
  
–  Stay	
  ahead	
  of	
  rivals	
  
–  A[ract	
  the	
  best	
  talent	
  
–  Dominate	
  their	
  markets	
  
–  Build	
  a	
  world-­‐leading	
  ‘innova1on	
  ecosystem’	
  in/around	
  Google	
  
•  ‘Innova1on	
  culture’	
  used	
  from	
  Day	
  One	
  as	
  a	
  tool	
  to:	
  
–  Build	
  a	
  ‘flat’	
  company	
  
–  Less	
  hierarchy	
  than	
  most	
  other	
  enterprises	
  
–  Rapid	
  decision-­‐making	
  
–  Superior	
  strategic	
  vision	
  +	
  execu1on	
  
–  Accept	
  failures,	
  learn	
  from	
  failures,	
  shut	
  down	
  failures	
  quickly	
  
Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  Ventures	
  2015	
  Oct	
  15	
  2015	
  
Oct	
  15	
  2015	
   Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  Ventures	
  2015	
  
Microsoe	
  1980s	
  -­‐	
  2014	
  
Oct	
  15	
  2015	
   Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  Ventures	
  2015	
  
Microsoe	
  2015	
  
Oct	
  15	
  2015	
   Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  Ventures	
  2015	
  
Sa:rical	
  Org	
  Charts,	
  
by	
  Manu	
  Cornet	
  
(2011)	
  
French	
  Soeware	
  
Engineer	
  at	
  Google.	
  
Key	
  Ques1ons	
  
•  How	
  does	
  a	
  company	
  maintain	
  its	
  culture	
  as	
  it	
  
scales/grows?	
  
•  How	
  can	
  an	
  exis1ng	
  company	
  ‘pivot’	
  its	
  
culture	
  to	
  be	
  more	
  innova1on-­‐centric?	
  
Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  Ventures	
  2015	
  Oct	
  15	
  2015	
  
Innova:on	
  Culture	
  Prac:ces	
  @	
  Google	
  
•  Hire	
  for	
  personality	
  &	
  culture	
  fit	
  
•  Value	
  speed	
  &	
  pivo1ng	
  in	
  decision-­‐making	
  
•  Work,	
  eat	
  and	
  live	
  together	
  
•  Do	
  all	
  reorgs	
  in	
  a	
  day	
  
•  Organize	
  the	
  company	
  around	
  the	
  people	
  whose	
  
impact	
  is	
  the	
  highest	
  
•  Establish	
  a	
  culture	
  of	
  ‘Yes’	
  
•  Bet	
  on	
  technical	
  insights,	
  not	
  market	
  research	
  
•  Default	
  to	
  open,	
  not	
  closed	
  
•  Don’t	
  follow	
  compe11on	
  
•  Avoid	
  deep	
  hierarchies	
  
Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  Ventures	
  2015	
  Oct	
  15	
  2015	
  
Lessons from Silicon Valley - Company Culture, Growth Hacking, Design Thinking - KMBS - Oct 15 2015
Who	
  Is	
  Your	
  
‘Chief	
  Culture	
  Officer’?	
  
Culture	
  
Beats	
  
Strategy	
  
Oct	
  15	
  2015	
   Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  Ventures	
  2015	
  
Lessons from Silicon Valley
Product Design
Product Management
2
 
Importance	
  of	
  	
  
Great	
  Product	
  Design	
  	
  
for	
  	
  
Building	
  Successful	
  
Companies…	
  
	
  
 
	
  
…	
  and	
  	
  
Reducing	
  Failures	
  	
  
Thru	
  	
  
‘Premature	
  Scaling’	
  	
  
	
  
European	
  Startup	
  Teams	
  
Oeen	
  Miss	
  These	
  Key	
  Ac:vi:es	
  
•  Develop	
  too	
  few	
  product/service	
  concepts	
  
–  Have	
  just	
  1-­‐2	
  ideas	
  
•  Too	
  few	
  interac1ons	
  with	
  real	
  users/customers	
  
–  2-­‐3	
  discussions	
  vs	
  mee1ng/observing	
  00’s	
  
–  Don’t	
  make	
  serious	
  effort	
  to	
  go	
  into	
  market,	
  understand	
  
customers	
  and	
  the	
  market	
  
–  Develop	
  li[le	
  sense	
  of	
  market	
  segments:	
  high,	
  middle,	
  low	
  
•  Build	
  insufficient	
  prototypes	
  
–  1	
  or	
  2	
  vs	
  10	
  vs	
  500	
  
•  Test	
  prototypes	
  with	
  too	
  few	
  real	
  users	
  
•  Start	
  with	
  the	
  Wrong	
  Ques1ons	
  About	
  User	
  Needs	
  
Oct	
  15	
  2015	
  
Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  
Ventures	
  2015	
  
A	
  ‘Lean	
  Startup’	
  Approach	
  to	
  Early	
  Stage	
  Entrepreneurship	
  Educa1on	
  
Product-­‐Market	
  Fit	
  
Oct	
  15	
  2015	
  
Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  
Ventures	
  2015	
  
Using
‘Design Thinking’
An Example of How One Silicon
Valley Company Re-imagined
the Shopping Experience
and the Shopping Cart
Oct	
  15	
  2015	
  
Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  
Ventures	
  2015	
  
‘Design	
  Thinking’	
  methodology	
  was	
  developed	
  at	
  
Stanford	
  Mechanical	
  Engineering	
  based	
  on	
  20+	
  years	
  of	
  
Product	
  Design	
  teaching	
  &	
  research	
  experience.	
  
Direct	
  Engagement	
  with	
  Real	
  Users	
  
Design	
  Thinking	
  Exercise	
  
	
  
Re-­‐designing	
  the	
  21st	
  
Century	
  Shopping	
  Cart	
  
IDEO	
  Shopping	
  Cart	
  Project	
  
Oct	
  15	
  2015	
  
Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  
Ventures	
  2015	
  
Oct	
  16	
  2015	
  
Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  
Ventures	
  2015	
  
Sketching	
  New	
  Ideas	
  
Possible	
  Product	
  Features	
  and	
  Architectures	
  
Apr	
  20	
  2015	
  
Copyright	
  2015	
  Burton	
  H.	
  Lee	
  and	
  
Innovarium	
  Ventures	
  |	
  Silicon	
  Valley	
  
50	
  
‘Soe	
  Prototyping’	
  
SoP	
  Prototyping	
  Materials	
  &	
  Tools	
  
•  Paper	
  
•  Cardboard	
  
•  Plas1c	
  
•  Wooden	
  s1cks	
  
•  Post-­‐it	
  Notes	
  
•  Cloth	
  
•  Sketches	
  
•  Scissors	
  
•  Tape	
  
•  Glue	
  
•  Staplers	
  
•  Markers	
  
Oct	
  15	
  2015	
  
Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  
Ventures	
  2015	
  
Observe	
  
Real	
  Customers	
  &	
  Customer	
  Behavior	
  
Oct	
  16	
  2015	
  
Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  
Ventures	
  2015	
  
53	
  
Record	
  
Real	
  Customers	
  
&	
  Customer	
  
Behavior	
  
How	
  Would	
  You	
  
Redesign	
  The	
  
Shopping	
  Cart	
  
for	
  Modern	
  
Shoppers	
  in	
  
Ukraine?	
  
Oct	
  15	
  2015	
  
Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  
Ventures	
  2015	
  
56	
  
One	
  Design	
  Team’s	
  
Solu:on	
  for	
  21st	
  
Century	
  Shoppers	
  
What	
  is	
  Different	
  About	
  ‘Design	
  Thinking’?	
  
•  Avoids	
  ‘Hard	
  Engineering’	
  ac1vi1es,	
  expenditures	
  and	
  
commitments	
  for	
  as	
  long	
  as	
  Possible	
  
•  Combines	
  many	
  ‘hard’	
  &	
  ‘soP’	
  disciplines:	
  
–  Sociology	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  Design	
  
–  Psychology 	
   	
   	
   	
   	
   	
  	
  	
  	
  Art	
  &	
  Drawing	
  
–  Anthropology	
  
–  Human	
  Factors	
  
–  HandiCraPs	
  &	
  Making	
  Things	
  
–  Business	
  
–  Engineering	
  &	
  Architecture	
  
•  Searches	
  for	
  disrup(ve	
  and	
  new	
  crea1ve	
  approaches	
  to	
  
solving	
  societal	
  problems	
  and	
  marketplace	
  gaps	
  
•  Focuses	
  on	
  finding	
  and	
  ‘asking	
  the	
  right	
  ques1ons’	
  
Oct	
  15	
  2015	
  
Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  
Ventures	
  2015	
  
Actual	
  Product	
  Design	
  Process	
  
(generally	
  not	
  linear	
  for	
  new	
  products	
  and	
  untested	
  markets)	
  
Search	
  for	
  
Product-­‐Market	
  Fit	
  
58	
  
 
	
  
Product	
  Design	
  
Is	
  *Not*	
  the	
  Same	
  as	
  
‘Engineering	
  Design’	
  
	
  
The	
  Essence	
  of	
  ‘Design	
  Thinking’	
  
Use
‘Design Thinking’
To Increase
New Product Success Rates
at Ukrainian Technology
Companies
Lessons from Silicon Valley
Strategic Use of
Information Technology for
Competitive Advantage
3
Lessons from Silicon Valley
Growth Hacking
4
Oct	
  16	
  2015	
   Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  Ventures	
  2015	
  
Exponen:al	
  User	
  Growth	
  and	
  Market	
  Disrup:on	
  
Lessons from Silicon Valley - Company Culture, Growth Hacking, Design Thinking - KMBS - Oct 15 2015
Lessons from Silicon Valley - Company Culture, Growth Hacking, Design Thinking - KMBS - Oct 15 2015
Oct	
  16	
  2015	
  
Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  
Ventures	
  2015	
  
Growth	
  Hacking	
  
•  Marriage	
  of	
  these	
  competencies,	
  func1ons	
  and	
  
approaches:	
  
–  Product	
  design	
  &	
  customer	
  experience	
  
•  User	
  interfaces,	
  customer	
  engagement,	
  product	
  architecture	
  
–  Web	
  &	
  data	
  analy1cs	
  	
  
•  Real-­‐1me	
  analysis	
  of	
  customer	
  behavior/preferences	
  
–  Tradi1onal	
  Marke1ng	
  &	
  Sales	
  
–  Rapid	
  itera1on	
  	
  
•  Agile	
  &	
  lean	
  development,	
  pivots	
  
Oct	
  16	
  2015	
  
Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  
Ventures	
  2015	
  
Lessons from Silicon Valley - Company Culture, Growth Hacking, Design Thinking - KMBS - Oct 15 2015
Lessons from Silicon Valley - Company Culture, Growth Hacking, Design Thinking - KMBS - Oct 15 2015
Lessons from Silicon Valley - Company Culture, Growth Hacking, Design Thinking - KMBS - Oct 15 2015
Oct	
  16	
  2015	
  
Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  
Ventures	
  2015	
  
‘User	
  Growth’	
  
Now	
  Takes	
  Central	
  Place	
  in	
  Strategy	
  
•  No	
  more	
  ‘VP	
  of	
  Sales	
  &	
  Marke1ng’	
  at	
  high-­‐
growth	
  startups	
  
•  Major	
  shiP	
  to	
  ‘VP	
  of	
  Growth’	
  at	
  best	
  tech	
  
firms	
  
Oct	
  16	
  2015	
   Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  Ventures	
  2015	
  
 
	
  
Wrap-­‐Up	
  
and	
  Summary	
  
	
  
Company	
  Culture	
  
	
  
is	
  the	
  core	
  
	
  
Innova:on	
  Plalorm	
  
THANK	
  YOU	
  
Dr.	
  Burton	
  Lee	
  PhD	
  MBA	
  
Stanford	
  School	
  of	
  Engineering	
  
Burton.Lee@Innovarium.net	
  
	
  
WWW.STANFORDEUROPRENEURS.ORG	
  
	
  
@EUROPRENEURS	
  
 
Working	
  in	
  Silicon	
  Valley,	
  Europe,	
  La:n	
  America	
  and	
  Washington	
  DC	
  
•  Senior	
  financial,	
  technical	
  and	
  strategy	
  advisory	
  services	
  for	
  global	
  technology	
  innova1on	
  organiza1ons	
  
•  Professional	
  Services	
  
–  Technology	
  startup	
  and	
  growth	
  companies	
  
•  Interim	
  CXO	
  and	
  Advisory	
  Board	
  roles	
  
•  Expert	
  guidance	
  &	
  decision-­‐making	
  at	
  the	
  interface	
  between	
  market/customers,	
  technology	
  and	
  finance	
  
•  Business	
  development	
  –	
  industrial	
  and	
  government	
  
•  Business	
  plan	
  prepara1on/research/review;	
  Government	
  Grant	
  proposal	
  prepara1on/review	
  
•  Coaching	
  and	
  mentoring	
  of	
  CEOs	
  and	
  other	
  CXO-­‐level	
  managers	
  
•  Assistance	
  with	
  government	
  regulatory	
  and	
  policy	
  agencies	
  
–  Angel,	
  venture	
  capital	
  and	
  private	
  equity	
  Investors	
  
•  Fund	
  strategy,	
  team	
  selec1on	
  and	
  market	
  posi1oning	
  
•  Due	
  diligence:	
  technical,	
  financial,	
  strategy	
  and	
  business	
  models	
  
–  Public	
  and	
  non-­‐profit	
  R&D	
  laboratories	
  
•  Technology	
  transfer	
  &	
  partnerships;	
  venturing	
  and	
  spin-­‐out	
  of	
  companies;	
  strategy	
  and	
  business	
  development;	
  grant	
  applica1ons	
  
–  Research	
  universi1es	
  
•  Innova1on-­‐related	
  models,	
  policies	
  and	
  prac1ces	
  
•  Technology	
  transfer	
  and	
  licensing;	
  industry	
  partnerships	
  and	
  rela1ons;	
  development	
  and	
  strategy;	
  grant	
  applica1ons	
  
–  Na1onal	
  and	
  regional	
  government	
  agencies	
  
•  Innova1on	
  policy	
  formula1on,	
  analysis	
  and	
  review;	
  cluster	
  development	
  strategy;	
  economic	
  impact	
  studies	
  
•  Science	
  &	
  technology	
  policy	
  formula1on,	
  analysis	
  &	
  review:	
  space,	
  avia1on,	
  nanotechnology,	
  soPware/AI/robo1cs,	
  manufacturing	
  
•  Selected	
  recent	
  clients	
  
–  US/European	
  technology	
  startup	
  companies	
  –	
  alterna1ve	
  energy,	
  robo1cs/AI,	
  soPware,	
  Internet,	
  nanotech	
  
–  Venture	
  and	
  private	
  equity	
  funds	
  –	
  aerospace,	
  nanotechnology,	
  ICT,	
  compu1ng,	
  advanced	
  materials,	
  clean	
  tech	
  
–  Office	
  of	
  the	
  Prime	
  Minister,	
  Ireland;	
  European	
  Commission;	
  Na1onal	
  Science	
  Founda1on;	
  NASA,	
  Na1onal	
  Academies	
  
•  Dr.	
  Burton	
  Lee	
  PhD	
  MBA,	
  Managing	
  Director	
  
–  Contact:	
  Burton.Lee@innovarium.net	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  Based	
  in	
  Palo	
  Alto,	
  CA	
  near	
  Stanford	
  University	
  
–  Bio/References:	
  LinkedIn	
  Profile	
  
–  Lecturer,	
  European	
  Entrepreneurship	
  &	
  Innova1on,	
  Stanford	
  School	
  of	
  Engineering	
  

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Lessons from Silicon Valley - Company Culture, Growth Hacking, Design Thinking - KMBS - Oct 15 2015

  • 1. Lessons  from  Silicon  Valley:   Company  Culture,  Growth  Hacking,  Design  Thinking  &  Product  Design         Kyiv-­‐Mohyla  Business  School  (KMBS)   Kyiv-­‐Mohyla  Academy     Matricula:on  Ceremony  of  New  MBA  Students     KMA  400th  Anniversary  Celebra:on   Dr.  Burton  Lee  PhD  MBA   European  Entrepreneurship  &  Innova1on   Stanford  Engineering  School,  Silicon  Valley,  CA   www.StanfordEuropreneurs.org  ||  @Europreneurs     Kyiv,  Ukraine   Oct  15  2015  
  • 2. Key  Lessons  from  Silicon  Valley   •  Company  Culture   –  Innova1on   –  Ethics   •  Product  Design  and  Product  Management   –  ‘Design  Thinking’  as  a  Strategy  Tool   •  Strategic  Use  of  Informa1on  Technology   –  Enterprise  soPware  –  broad  &  deep  integra1on  around  key   business  processes   •  ‘Growth  Hacking’   –  The  New  ‘Sales  &  Marke1ng’  for  Rapid  Growth  IT  Companies   –  Lessons  for  Tradi1onal  Firms   Oct  15  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  • 4. Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  • 5. ABOUT THE SPEAKER DR. BURTON LEE PHD MBA STANFORD SCHOOL OF ENGINEERING | INNOVARIUM VENTURES BURTON.LEE@INNOVARIUM.NET WWW.STANFORDEUROPRENEURS.ORG @EUROPRENEURS
  • 6. Map  of  Presen:ng  Speaker     Na:onali:es   European  Entrepreneurship  &     Innova:on  @  Stanford  Engineering   (ME421)         Winter  2015  –  Year  Seven   Enterprise  Estonia   Silicon  Valley   Ghent,  Flanders  Region   Belgium   iMinds  ICT  Research  Ins:tute  
  • 7. h[p://www.europeanentrepreneursatstanford.com  |  h[p://me421.stanford.edu   Oct  5  2015   Copyright  2015  Burton  H.  Lee  and  Innovarium  Ventures   7  
  • 8. February 10 @ Stanford Engineering Jeff Lynn, Seedrs (UK) & Matija Kopic, Farmeron (HR)
  • 9. Observa:ons  from  Ukraine  &  Europe   •  Visits  to  leading  UA  ICT  companies  (Prom.UA,   playtech),  KPI,  KMBS   •  7  years  working  in  Europe  with  tech  startups,   corpora1ons,  investors,  universi1es,  engineering   and  business  professors  &  schools,  governments   and  the  European  Commission   –  Poland,  Estonia,  Latvia,  Lithuania,  Bulgaria,  Croa1a,   Slovakia,  Hungary,  Belarus,  Russia   –  Collabora1ons  with  European  universi1es  in  Ireland,   Finland,  France,  Germany   Oct  15  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  • 10. Lessons from Silicon Valley Company Innovation Culture by ‘Accident’ or by ‘Design’ ? 1
  • 11. Oct  15  2015   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015   Source:  Steve  Blank,  2012  
  • 12. Android  &  iPhone   “Disrup(ve  Innova(on”  via  New  Business  Models  +  Advanced  Product  Design   Copyright  2015  Burton  H.  Lee  and  Innovarium  Ventures   Smart  Phone  “Company-­‐Busters”   New  Products  and  Services  for  Global  Markets  
  • 13. Stock  Op:ons   for  Startup  Employees   Necessary   But   Not  Sufficient   13  
  • 14. Oct  15  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  • 15. Company  Culture   is  Now  Used  as  a   Key  Element  of   Strategic  Advantage   vs  CompeKtors  
  • 17. Company  ‘Innova:on  Culture’   Silicon  Valley  Milestones   1950s-­‐60s-­‐70s   1980s-­‐90s-­‐2000s   1990s-­‐2000s-­‐2010s   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015  Oct  15  2015  
  • 18. 1960   Oct  15  2015   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015  
  • 19. The  HP  Way   Founda(ons  for  Corporate  Innova(on  Culture   •  A  radical  and  contrarian  approach  to  organizing   &  running  large  companies  in  1949   –  “HP  rejected  the  idea  that  a  company  exists  merely  to   maximize  profits”   •  Customer-­‐focused   •  Team-­‐based  projects   •  Stock  op1ons  programs   •  A  responsibility  to  the  community  at  large   •  Strong  engineering-­‐driven  culture   •  Management-­‐by-­‐objec1ves,  not  by-­‐control   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015  Oct  15  2015  
  • 20. The  HP  Way   Guiding  Values  for  the  Company   •  “What  can  we  contribute?”   •  “Are  people’s  lives  improved  because  of  what   we  do?”   •  “Are  the  communi1es  in  which  we  operate   stronger,  and  the  lives  of  our  employees   be[er?”   •  “Do  our  products  offer  something  unique  to   our  customers?”   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015  Oct  15  2015  
  • 21. Oct  15  2015   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015   APPLE  
  • 22. The  Core  of  Apple  Culture   •  Accountability   •  Hire  the  best   •  Consistency   •  Design  for  great  user  experiences   •  Excellence  above  revenues   •  Treat  employees  well   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015  Oct  15  2015  
  • 23. Oct  15  2015   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015   Apple  in  Steve  Jobs  Time  …  
  • 24. Oct  15  2015   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015  Apple  under  Tim  Cook  
  • 25. Oct  15  2015   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015  
  • 26. Innova1on  Culture  @  Google   •  Innova1on  from  everywhere   •  Focus  on  the  user   •  Think  10X   •  Bet  on  technical  insights       •  Launch  and  iterate   •  20%  1me       •  Default  to  open  process   •  Fail  well     •  Have  a  mission  that  ma[ers       Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015   •  Strong  engineering  culture   •  Strong  sense  of  corporate  mission   Oct  15  2015  
  • 27. Oct  15  2015   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015  
  • 28. Oct  15  2015   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015   FACEBOOK  
  • 29. Oct  15  2015   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015  
  • 30. Benefits  of  Innova1on  Culture  @  Google   •  Sustained  ability  to:   –  Enter  new  ver1cals     –  Create  new  product  categories  and  industries   –  Move  quickly     –  Stay  ahead  of  rivals   –  A[ract  the  best  talent   –  Dominate  their  markets   –  Build  a  world-­‐leading  ‘innova1on  ecosystem’  in/around  Google   •  ‘Innova1on  culture’  used  from  Day  One  as  a  tool  to:   –  Build  a  ‘flat’  company   –  Less  hierarchy  than  most  other  enterprises   –  Rapid  decision-­‐making   –  Superior  strategic  vision  +  execu1on   –  Accept  failures,  learn  from  failures,  shut  down  failures  quickly   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015  Oct  15  2015  
  • 31. Oct  15  2015   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015   Microsoe  1980s  -­‐  2014  
  • 32. Oct  15  2015   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015   Microsoe  2015  
  • 33. Oct  15  2015   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015   Sa:rical  Org  Charts,   by  Manu  Cornet   (2011)   French  Soeware   Engineer  at  Google.  
  • 34. Key  Ques1ons   •  How  does  a  company  maintain  its  culture  as  it   scales/grows?   •  How  can  an  exis1ng  company  ‘pivot’  its   culture  to  be  more  innova1on-­‐centric?   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015  Oct  15  2015  
  • 35. Innova:on  Culture  Prac:ces  @  Google   •  Hire  for  personality  &  culture  fit   •  Value  speed  &  pivo1ng  in  decision-­‐making   •  Work,  eat  and  live  together   •  Do  all  reorgs  in  a  day   •  Organize  the  company  around  the  people  whose   impact  is  the  highest   •  Establish  a  culture  of  ‘Yes’   •  Bet  on  technical  insights,  not  market  research   •  Default  to  open,  not  closed   •  Don’t  follow  compe11on   •  Avoid  deep  hierarchies   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015  Oct  15  2015  
  • 37. Who  Is  Your   ‘Chief  Culture  Officer’?  
  • 38. Culture   Beats   Strategy   Oct  15  2015   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015  
  • 39. Lessons from Silicon Valley Product Design Product Management 2
  • 40.   Importance  of     Great  Product  Design     for     Building  Successful   Companies…    
  • 41.     …  and     Reducing  Failures     Thru     ‘Premature  Scaling’      
  • 42. European  Startup  Teams   Oeen  Miss  These  Key  Ac:vi:es   •  Develop  too  few  product/service  concepts   –  Have  just  1-­‐2  ideas   •  Too  few  interac1ons  with  real  users/customers   –  2-­‐3  discussions  vs  mee1ng/observing  00’s   –  Don’t  make  serious  effort  to  go  into  market,  understand   customers  and  the  market   –  Develop  li[le  sense  of  market  segments:  high,  middle,  low   •  Build  insufficient  prototypes   –  1  or  2  vs  10  vs  500   •  Test  prototypes  with  too  few  real  users   •  Start  with  the  Wrong  Ques1ons  About  User  Needs   Oct  15  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  • 43. A  ‘Lean  Startup’  Approach  to  Early  Stage  Entrepreneurship  Educa1on   Product-­‐Market  Fit   Oct  15  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  • 44. Using ‘Design Thinking’ An Example of How One Silicon Valley Company Re-imagined the Shopping Experience and the Shopping Cart
  • 45. Oct  15  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015   ‘Design  Thinking’  methodology  was  developed  at   Stanford  Mechanical  Engineering  based  on  20+  years  of   Product  Design  teaching  &  research  experience.  
  • 46. Direct  Engagement  with  Real  Users  
  • 47. Design  Thinking  Exercise     Re-­‐designing  the  21st   Century  Shopping  Cart  
  • 48. IDEO  Shopping  Cart  Project   Oct  15  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  • 49. Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015   Sketching  New  Ideas   Possible  Product  Features  and  Architectures  
  • 50. Apr  20  2015   Copyright  2015  Burton  H.  Lee  and   Innovarium  Ventures  |  Silicon  Valley   50   ‘Soe  Prototyping’  
  • 51. SoP  Prototyping  Materials  &  Tools   •  Paper   •  Cardboard   •  Plas1c   •  Wooden  s1cks   •  Post-­‐it  Notes   •  Cloth   •  Sketches   •  Scissors   •  Tape   •  Glue   •  Staplers   •  Markers   Oct  15  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  • 52. Observe   Real  Customers  &  Customer  Behavior   Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  • 53. 53   Record   Real  Customers   &  Customer   Behavior  
  • 54. How  Would  You   Redesign  The   Shopping  Cart   for  Modern   Shoppers  in   Ukraine?  
  • 55. Oct  15  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  • 56. 56   One  Design  Team’s   Solu:on  for  21st   Century  Shoppers  
  • 57. What  is  Different  About  ‘Design  Thinking’?   •  Avoids  ‘Hard  Engineering’  ac1vi1es,  expenditures  and   commitments  for  as  long  as  Possible   •  Combines  many  ‘hard’  &  ‘soP’  disciplines:   –  Sociology                                                                                    Design   –  Psychology                  Art  &  Drawing   –  Anthropology   –  Human  Factors   –  HandiCraPs  &  Making  Things   –  Business   –  Engineering  &  Architecture   •  Searches  for  disrup(ve  and  new  crea1ve  approaches  to   solving  societal  problems  and  marketplace  gaps   •  Focuses  on  finding  and  ‘asking  the  right  ques1ons’   Oct  15  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  • 58. Actual  Product  Design  Process   (generally  not  linear  for  new  products  and  untested  markets)   Search  for   Product-­‐Market  Fit   58  
  • 59.     Product  Design   Is  *Not*  the  Same  as   ‘Engineering  Design’    
  • 60. The  Essence  of  ‘Design  Thinking’  
  • 61. Use ‘Design Thinking’ To Increase New Product Success Rates at Ukrainian Technology Companies
  • 62. Lessons from Silicon Valley Strategic Use of Information Technology for Competitive Advantage 3
  • 63. Lessons from Silicon Valley Growth Hacking 4
  • 64. Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015   Exponen:al  User  Growth  and  Market  Disrup:on  
  • 67. Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  • 68. Growth  Hacking   •  Marriage  of  these  competencies,  func1ons  and   approaches:   –  Product  design  &  customer  experience   •  User  interfaces,  customer  engagement,  product  architecture   –  Web  &  data  analy1cs     •  Real-­‐1me  analysis  of  customer  behavior/preferences   –  Tradi1onal  Marke1ng  &  Sales   –  Rapid  itera1on     •  Agile  &  lean  development,  pivots   Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  • 72. Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  • 73. ‘User  Growth’   Now  Takes  Central  Place  in  Strategy   •  No  more  ‘VP  of  Sales  &  Marke1ng’  at  high-­‐ growth  startups   •  Major  shiP  to  ‘VP  of  Growth’  at  best  tech   firms   Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015  
  • 74.     Wrap-­‐Up   and  Summary    
  • 75. Company  Culture     is  the  core     Innova:on  Plalorm  
  • 76. THANK  YOU   Dr.  Burton  Lee  PhD  MBA   Stanford  School  of  Engineering   Burton.Lee@Innovarium.net     WWW.STANFORDEUROPRENEURS.ORG     @EUROPRENEURS  
  • 77.   Working  in  Silicon  Valley,  Europe,  La:n  America  and  Washington  DC   •  Senior  financial,  technical  and  strategy  advisory  services  for  global  technology  innova1on  organiza1ons   •  Professional  Services   –  Technology  startup  and  growth  companies   •  Interim  CXO  and  Advisory  Board  roles   •  Expert  guidance  &  decision-­‐making  at  the  interface  between  market/customers,  technology  and  finance   •  Business  development  –  industrial  and  government   •  Business  plan  prepara1on/research/review;  Government  Grant  proposal  prepara1on/review   •  Coaching  and  mentoring  of  CEOs  and  other  CXO-­‐level  managers   •  Assistance  with  government  regulatory  and  policy  agencies   –  Angel,  venture  capital  and  private  equity  Investors   •  Fund  strategy,  team  selec1on  and  market  posi1oning   •  Due  diligence:  technical,  financial,  strategy  and  business  models   –  Public  and  non-­‐profit  R&D  laboratories   •  Technology  transfer  &  partnerships;  venturing  and  spin-­‐out  of  companies;  strategy  and  business  development;  grant  applica1ons   –  Research  universi1es   •  Innova1on-­‐related  models,  policies  and  prac1ces   •  Technology  transfer  and  licensing;  industry  partnerships  and  rela1ons;  development  and  strategy;  grant  applica1ons   –  Na1onal  and  regional  government  agencies   •  Innova1on  policy  formula1on,  analysis  and  review;  cluster  development  strategy;  economic  impact  studies   •  Science  &  technology  policy  formula1on,  analysis  &  review:  space,  avia1on,  nanotechnology,  soPware/AI/robo1cs,  manufacturing   •  Selected  recent  clients   –  US/European  technology  startup  companies  –  alterna1ve  energy,  robo1cs/AI,  soPware,  Internet,  nanotech   –  Venture  and  private  equity  funds  –  aerospace,  nanotechnology,  ICT,  compu1ng,  advanced  materials,  clean  tech   –  Office  of  the  Prime  Minister,  Ireland;  European  Commission;  Na1onal  Science  Founda1on;  NASA,  Na1onal  Academies   •  Dr.  Burton  Lee  PhD  MBA,  Managing  Director   –  Contact:  Burton.Lee@innovarium.net                                                                Based  in  Palo  Alto,  CA  near  Stanford  University   –  Bio/References:  LinkedIn  Profile   –  Lecturer,  European  Entrepreneurship  &  Innova1on,  Stanford  School  of  Engineering