It’s easier than ever to create a startup around a new, innovative idea. But most startups fail -- and most innovative products never take off. What differentiates the projects that DO take off? What habits, behaviors and attitudes are shared by the teams who create genre-defining hits? In this talk, you’ll learn the 7 habits of breakthrough innovators - brought to life with front-line stories from the early days of eBay, Ultima Online, The Sims, Rock Band, Covet Fashion, Happify, Lumosity and Pley. You’ll come away with a smarter approach to innovative product design - and practical, actionable design shortcuts you can use right away to turbo-charge your path towards product/market fit.
22. Find & delight
your early
adopters FIRST
Early adopters will put up
with cost & ridicule for
innovations that meet
real needs.
Erika Hall
Author, Just Enough Research
33. Test early,
test often
There is nothing quite so
useless as doing with great
efficiency something that
should not be done at all
Peter Drucker
Author
34. Make it a habit:
Setup a weekly
playtest /interview
37. Listen in as
customers talk
with each other
To listen fully means to
pay close attention to
what is being said
beneath the words.
Steven Covey
Author
41. What is —
and isn’t —
a Core Loop?
In a loop, you’re learning a
skill and updating your
mental model. That’s what
leads to player delight.
Dan Cook
Lead Game Designer, Spry Fox
65. 1. Think like a scientist
2. Laser-focus on Early Adopters
3. Learn about customers’ needs & habits
4. Create a culture of iterative testing
5. Cultivate a customer feedback community
6. Test & refine the Core Loop early
7. Co-create a path to Mastery
7 Habits of
Breakthrough
Innovators
66. 3 Smart Shortcuts
that turbo-charge
your path to
product/market fit
You’ve got to jump off cliffs
all the time and build your
wings on the way down.
Ray Bradbury
Author
80. MVP Canvas BEFORE
Young women
(18-30) who play
mobile fashion
games
Aspirational
dress-up in
designer fashion
PLUS celebrity
stylist advice
81. MVP Canvas BEFORE
Young women
(18-30) who play
mobile fashion
games
Aspirational
dress-up in
designer fashion
PLUS celebrity
stylist advice
F2P co-op game
with real-world
fashion content
and hot trends
Vogue alternative
– stay up-to-date
on fashion by
playing – not just
looking
82. MVP Canvas BEFORE
Young women
(18-30) who play
mobile fashion
games
Aspirational
dress-up in
designer fashion
PLUS celebrity
stylist advice
F2P co-op game
with real-world
fashion content
and hot trends
Vogue alternative –
stay up-to-date on
fashion by playing
– not just looking
F2P game experience
Existing, addressable
audience for fashion
games
Like/Dislike metrics
via interviews with
hardcore fashion
gamers
83. MVP Canvas BEFORE
Young women
(18-30) who play
mobile fashion
games
Aspirational
dress-up in
designer fashion
PLUS celebrity
stylist advice
F2P co-op game
with real-world
fashion content
and hot trends
Vogue alternative –
stay up-to-date on
fashion by playing
– not just looking
F2P game experience
Existing, addressable
audience for fashion
games
Like/Dislike metrics
via interviews with
hardcore fashion
gamers
Young women
want a mobile
game based on
real-world
fashion
PLUS access to a
celebrity stylist
84. Early
Adopter
Funnel:
How we did it
• 15 young women 18-40 who play
mobile fashion games
• Recruited from existing player
base & Craigslist ads
WHO
85. • 15 young women 18-40 who play
mobile fashion games
• Recruited from existing player
base & Craigslist ads
WHO
WHAT
• Spend 5-10 minutes answering
3-5 questions
• The best interview subjects
became paid testers
Early
Adopter
Funnel:
How we did it
86. • 15 young women 18-40 who play
mobile fashion games
• Recruited from existing player
base & Craigslist ads
WHO
WHAT
WHEN
&
WHERE
• Spend 5-10 minutes answering
3-5 questions
• The best interview subjects
became paid testers
• Over a period of 2 weeks
• Via telephone or Skype
Early
Adopter
Funnel:
How we did it
87. Key Results:
3 Activity
Patterns
Fashion Browser
Want to immerse themselves in a
beautiful aspirational world that keeps
them up-to-date on fashion trends.
Co-Creator
Want to “do fashion” with a buddy –
a friend or relative they can dress with,
shop with, and borrow from.
Armchair Stylist
Love telling other people how to dress –
they want to role-play a celebrity stylist,
and get credit for their fashion sense.
88. “When I’m tired after a long day at work, I
want to flop on the couch and get the
escapist, immersive hit of flipping
through Vogue - but in a game.”
Fashion
Browser
Early Adopter Quote
89. Fashion
Browser
Habit Story
When I
need to relax after a long day at work
I want to
see gorgeous, creative outfits – made
from the latest designer fashions
So I can
stay on top of fashion trends in a fun
and playful way
90. Co-Creator
Early Adopter Quote
“Patti told me to put these shoes and
belt together. I would never think of
that, but it TOTALLY works. She lives
across the country, but I want her
fashion advice all the time.”
91. Co-Creator
Habit Story
When I
need to dress up for an important event
I want to
raid my friend’s closet and get her
feedback on my outfit
So I can
have her accessorize my look and help
me feel confident – just like in real-life :-)
92. Armchair
Stylist
Early Adopter Quote
“I LOVE the idea of a game that lets me
rate my friends’ outfits and tell them how
to dress better – that’s what I do in real
life before every party :-)”
93. Armchair
Stylist
Habit Story
When I
give fashion feedback to others
I want to
Know that my feedback had an effect
So I can
Feel happier because I’m helping others
be more fashionable
94. MVP Canvas AFTER
Young women
(18-30) who play
mobile fashion
games
F2P co-op game
with real-world
fashion content
and hot trends
Vogue alternative –
stay up-to-date on
fashion by playing
– not just looking
F2P game experience
Existing, addressable
audience for fashion
games
Like/Dislike metrics
via interviews with
hardcore fashion
gamers
Young women
want a mobile
game based on
real-world fashion
PLUS access to a
celebrity stylist
Skews older –
women 18-45 like
the game and
older women
spend more $
Aspirational
dress-up in
designer fashions
PLUS advice from
aspiring player-
stylists
95. MVP Canvas AFTER
Young women
(18-30) who play
mobile fashion
games
F2P co-op game
with real-world
fashion content
and hot trends
Vogue alternative
– stay up-to-date
on fashion by
playing – not just
looking
F2P game exp.
Addressable
audience for
fashion games
Young women
want a mobile
game based on
real-world fashion
PLUS access to a
celebrity stylist
Skews older –
women 18-45 like
the game and
older women
spend more $
Aspirational dress-
up in designer
fashions PLUS
advice from aspiring
player-stylists
Like/Dislike metrics
via interviews with
hardcore fashion
gamers
96. MVP Canvas AFTER
Young women
(18-30) who play
mobile fashion
games
F2P co-op game
with real-world
fashion content
and hot trends
Vogue alternative –
stay up-to-date on
fashion by playing
– not just looking
F2P game exp.
Addressable
audience for fashion
games
Young women
want a mobile
game based on
real-world fashion
PLUS access to a
celebrity stylist
Skews older –
women 18-45 like
the game and
older women
spend more $
Aspirational dress-
up in designer
fashions PLUS
advice from aspiring
player-stylists
Like/Dislike metrics
via interviews with
hardcore fashion
gamers
And will spend $
on a game based
on real-world
fashion
And up-and-
coming stylists