17. Cognitive Bias
A cognitive bias refers to the systematic pattern of
deviation from norm or rationality in judgment
—Wikipedia
The brain imagines its own subjective world
that doesn’t correspond to the real world
—Me
18. “I know one thing;
that I know nothing”
—Socrates
19. Business processKindergarten process
● Curiosity & humility ● Cognitive Bias
vs
● Real world evidence ● Hidden assumptions
● Young ● Mature
● Small-f failureS ● 1 Big-F Failure
● Continuous prototyping ● Linear execution
● Planning
● Execution
● Learning
● Searching
23. SEARCH EXECUTE
Context Innovative Initiatives Existing Organizations
Goal Product-Market Fit Growth
Market
Early Market Mainstream Market
24. SEARCH EXECUTE
Management Innovation Business Administration
Activity Searching a Business Model Executing a Business Plan
Main Focus Problem Solution
Priority Empathy & Learning Optimization & Performance
Document 1 page Visual Canvas 50 pages detailed document
Duration Months Years
Progress Daily / Weekly Monthly / Quarterly
Product Minimum Viable Product Polished Featured Product
28. I will acknowledge my Personal Success when ...
Quantitative Definition Qualitative Definition
… I will achieve … and I will feel
29. I will acknowledge my Personal Success when ...
Quantitative Definition Qualitative Definition
● $10K/month
● 8 hours/week with my family
● 30 employees hired
● ...
… I will achieve … and I will feel
No reference to cutomer segments,
solutions/ideas or products!
30. I will acknowledge my Personal Success when ...
Quantitative Definition Qualitative Definition
● $10K/month
● 8 hours/week with my family
● 30 employees hired
● ...
… I will achieve
● Financially secure
● Proud of me because …
● Trusted to prove xyz wrong
● Perceived by xyz as …
● ...
… and I will feel
32. 10 Benefits of this exercise
01 Make decisions easier w/ a North Star
03 Avoid emotional attachment
05 Define your pricing
07 Prioritize your customers to target
09 Leave room to pivot
02Align and unify the team
04Define the metrics for your experiments
06Define how much money to raise
08Prioritize your product features
10Avoid living in the dead zone
33. Product-Market Fit means being in a
market with a product that enable us to
achieveMinimum Success Metric
—Your Team