10. “The best brands win two crucial moments of
truth. The first moment occurs at the shelf, when a
consumer decides whether to buy one brand over another. The
second moment occurs at home, when he or she uses the
brand and is delighted … or isn’t.”
~ A. G. Lafley
11. PROBLEM SOLUTION BUSINESS MODEL
SEED 1
INCUBATEDISCOVER
SEED 2 SEED 3
VALIDATE
WHAT are
you doing?
HOW are you
doing it?
WHO is
doing it?
Exploring
Opportunity
Mapping
2 Experts
Developing empathy and
understanding
Testing options, looking
for the best solution
Building a business Growing a business
Quality time
Behavioral
Experimentation
Selling Running a
Business
3 Founders
(situational leadership)
Founders +
Team of Teams
Business Team +
Support Capabilities
3 Founders
(situational leadership)
Building Brands in New Ways!
Combining the best of 184 yrs w/ spirit of entreneupreship!
14. LOFA #1: This technology will solve a meaningful consumer problem.
PROBLEM
Solution
A
Solution
B
Solution
C
Solution
D
START-UP WAY IN REVERSE
SOLUTION
(TECHOLOGY)
Problem
A
Problem
B
Problem
C
Problem
D
15. Self service digital tools for fast – pace iteration.
• 5 problem domains
• 20+ real executions
• 300+ people
Lots of iterations,
watching and listening
to consumers navigate
❷ DIGITAL
Learning
17. Hands on keyboard,
literally.
• Website build
• Creative assets with tiny
studio & photographer
• Direct media buy
• Hands on data & analytics
• Supervise production &
fulfillment
❸ FASTER
TRANSLATION & INTEGRATION
19. 1. Peel back the onion to get to the heart
• Multiple layers of product design that interrelated
• Don’t avoid the social and emotional components of
product design
2. Just try it, and watch your metrics
• Even the slightest changes in visuals or articulation can
greatly impact KPIs (key performance metrics)
• Give your experiments room to breathe before concluding
too quickly
• Don’t over think it, consumers are not
3. Show features, articulate characteristics
• Balance what you SHOW vs SAY in sparking a consumer
connection
A few more things to consider…