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Lessons	
  from	
  Silicon	
  Valley:	
  
Growth	
  Hacking,	
  Product	
  Design,	
  Design	
  
Thinking,	
  Company	
  C...
Key	
  Lessons	
  from	
  Silicon	
  Valley	
  
•  ‘Growth	
  Hacking’	
  
– The	
  new	
  Sales	
  &	
  Marke1ng	
  
– Le...
 
Importance	
  of	
  	
  
Great	
  Product	
  Design	
  	
  
for	
  	
  
Building	
  Successful	
  
Companies…	
  
	
  
 
	
  
…	
  and	
  	
  
Reducing	
  Failures	
  	
  
Thru	
  	
  
‘Premature	
  Scaling’	
  	
  
	
  
Product	
  Quality	
  
	
  
End-­‐to-­‐End	
  
Customer	
  Experience	
  
ABOUT
THE SPEAKER
DR. BURTON LEE PHD MBA
STANFORD SCHOOL OF ENGINEERING | INNOVARIUM VENTURES
BURTON.LEE@INNOVARIUM.NET
WW...
Map	
  of	
  Presen7ng	
  Speaker	
  	
  
Na7onali7es	
  
European	
  Entrepreneurship	
  &	
  	
  
Innova7on	
  @	
  Stan...
hUp://www.europeanentrepreneursatstanford.com	
  |	
  hUp://me421.stanford.edu	
  
Oct	
  16	
  2015	
   Copyright	
  Burt...
February 10 @ Stanford Engineering
Jeff Lynn, Seedrs (UK) & Matija Kopic, Farmeron (HR)
Oct	
  16	
  2015	
  
Copyright	
 ...
Observa7ons	
  from	
  Ukraine	
  &	
  Europe	
  
•  Visits	
  to	
  leading	
  UA	
  ICT	
  companies	
  (Prom.UA,	
  
pl...
Lessons from Silicon Valley
User Growth
and
‘Growth Hacking’
1
Oct	
  16	
  2015	
   Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  Ventures	
  2015	
  
Exponen7al	
  User	
  Gr...
Oct	
  16	
  2015	
  
Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  
Ventures	
  2015	
  
‘User	
  Growth’	
  
Now	
  Takes	
  Central	
  Place	
  in	
  Strategy	
  
•  No	
  more	
  ‘VP	
  of	
  Sales	
  &	
  Ma...
Oct	
  16	
  2015	
  
Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  
Ventures	
  2015	
  
Growth	
  Hacking	
  
•  Marriage	
  of	
  these	
  competencies,	
  func1ons	
  and	
  
approaches:	
  
–  Product	
  des...
Oct	
  16	
  2015	
  
Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  
Ventures	
  2015	
  
Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  
Ventures	
  2015	
  
Oct	
  16	
  2015	
  
Lessons from Silicon Valley
Product Design
&
‘Design Thinking’
2
Oct	
  16	
  2015	
   Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  Ventures	
  2015	
  
Source:	
  Steve	
  Blan...
Android	
  &	
  iPhone	
  
“Disrup(ve	
  Innova(on”	
  via	
  New	
  Business	
  Models	
  +	
  Advanced	
  Product	
  Des...
 
Importance	
  of	
  	
  
Great	
  Product	
  Design	
  	
  
for	
  	
  
Building	
  Successful	
  
Companies…	
  
	
  
European	
  Startup	
  Teams	
  
O_en	
  Miss	
  These	
  Key	
  Ac7vi7es	
  
•  Develop	
  too	
  few	
  product/service	...
A	
  ‘Lean	
  Startup’	
  Approach	
  to	
  Early	
  Stage	
  Entrepreneurship	
  Educa1on	
  
Product-­‐Market	
  Fit	
  ...
Using
‘Design Thinking’
Seeking Product-Market Fit
How Can We Increase
New Product Success Rates
at Ukrainian Companies ??
Direct	
  Engagement	
  with	
  Real	
  Users	
  
Design	
  Thinking	
  Exercise	
  
	
  
Re-­‐designing	
  the	
  21st	
  
Century	
  Shopping	
  Cart	
  
IDEO	
  Shopping	
  Cart	
  Project	
  
Oct	
  16	
  2015	
  
Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  
Ventures	
  2015	
  
Sketching	
  New	
  Ide...
How	
  Would	
  You	
  
Redesign	
  The	
  
Shopping	
  Cart	
  
for	
  Modern	
  
Shoppers	
  in	
  
Ukraine?	
  
Apr	
  20	
  2015	
  
Copyright	
  2015	
  Burton	
  H.	
  Lee	
  and	
  
Innovarium	
  Ventures	
  |	
  Silicon	
  Valley...
Sob	
  Prototyping	
  Materials	
  &	
  Tools	
  
•  Paper	
  
•  Cardboard	
  
•  Plas1c	
  
•  Wooden	
  s1cks	
  
•  Po...
Observe	
  
Real	
  Customers	
  &	
  Customer	
  Behavior	
  
Oct	
  16	
  2015	
  
Copyright	
  Burton	
  H.	
  Lee	
  &...
42	
  
Record	
  
Real	
  Customers	
  
&	
  Customer	
  
Behavior	
  
Storytelling	
  Tools	
  
Communica(on	
  Methods	
  with	
  Users	
  and	
  Product	
  Team	
  
•  Role	
  playing	
  (ac...
46	
  
One	
  Design	
  Team’s	
  
Solu7on	
  for	
  21st	
  
Century	
  Shoppers	
  
Actual	
  Product	
  Design	
  Process	
  
(generally	
  not	
  linear	
  for	
  new	
  products	
  and	
  untested	
  mar...
What	
  is	
  Different	
  About	
  ‘Design	
  Thinking’?	
  
•  Avoids	
  ‘Hard	
  Engineering’	
  ac1vi1es,	
  expenditur...
Storytelling	
  Goals	
  for	
  Companies	
  
•  What	
  is	
  the	
  problem?	
  
•  Who	
  is	
  the	
  end	
  user?	
  ...
 
	
  
Product	
  Design	
  
Is	
  *Not*	
  the	
  Same	
  as	
  
‘Engineering	
  Design’	
  
	
  
Key	
  DT	
  Methodologies	
  &	
  Skills	
  
•  Idea1on	
  
•  Needs	
  Finding	
  &	
  Empathizing	
  
•  Ques1on	
  Ask...
The	
  Essence	
  of	
  ‘Design	
  Thinking’	
  
Lessons from Silicon Valley
Company
Innovation Culture
by ‘Accident’ or by ‘Design’ ?
3
Stock	
  Op7ons	
  
for	
  Startup	
  Employees	
  
Necessary	
  
But	
  
Not	
  Sufficient	
  
Oct	
  16	
  2015	
   Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  Ventures	
  2015	
  
Oct	
  16	
  2015	
  
Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  
Ventures	
  2015	
  
Company	
  Culture	
  
is	
  Now	
  Used	
  as	
  a	
  
Key	
  Element	
  of	
  
Strategic	
  Advantage	
  
vs	
  CompeCto...
Company	
  ‘Innova7on	
  Culture’	
  
Silicon	
  Valley	
  Milestones	
  
1950s-­‐60s-­‐70s	
  
1980s-­‐90s-­‐2000s	
  
19...
1960	
  
Oct	
  16	
  2015	
   Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  Ventures	
  2015	
  
The	
  HP	
  Way	
  
Founda(ons	
  for	
  Corporate	
  Innova(on	
  Culture	
  
•  A	
  radical	
  and	
  contrarian	
  ap...
The	
  HP	
  Way	
  
Guiding	
  Values	
  for	
  the	
  Company	
  
•  “What	
  can	
  we	
  contribute?”	
  
•  “Are	
  p...
Oct	
  16	
  2015	
   Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  Ventures	
  2015	
  
APPLE	
  
The	
  Core	
  of	
  Apple	
  Culture	
  
•  Accountability	
  
•  Hire	
  the	
  best	
  
•  Consistency	
  
•  Design	
 ...
Oct	
  16	
  2015	
   Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  Ventures	
  2015	
  
Apple	
  in	
  Steve	
  ...
Oct	
  16	
  2015	
   Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  Ventures	
  2015	
  Apple	
  under	
  Tim	
  ...
Oct	
  16	
  2015	
   Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  Ventures	
  2015	
  
Innova1on	
  Culture	
  @	
  Google	
  
•  Innova1on	
  from	
  everywhere	
  
•  Focus	
  on	
  the	
  user	
  
•  Think	...
Oct	
  16	
  2015	
   Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  Ventures	
  2015	
  
Oct	
  16	
  2015	
   Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  Ventures	
  2015	
  
FACEBOOK	
  
Oct	
  16	
  2015	
   Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  Ventures	
  2015	
  
Benefits	
  of	
  Innova1on	
  Culture	
  @	
  Google	
  
•  Sustained	
  ability	
  to:	
  
–  Enter	
  new	
  ver1cals	
 ...
Oct	
  16	
  2015	
   Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  Ventures	
  2015	
  
Microso_	
  1980s	
  -­‐...
Oct	
  16	
  2015	
   Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  Ventures	
  2015	
  
Microso_	
  2015	
  
Key	
  Ques1ons	
  
•  How	
  does	
  a	
  company	
  maintain	
  its	
  culture	
  as	
  it	
  
scales/grows?	
  
•  How	...
Innova7on	
  Culture	
  Prac7ces	
  @	
  Google	
  
•  Hire	
  for	
  personality	
  &	
  culture	
  fit	
  
•  Value	
  sp...
Who	
  Is	
  Your	
  
‘Chief	
  Culture	
  Officer’?	
  
Culture	
  
Beats	
  
Strategy	
  
Company	
  Culture	
  
	
  
is	
  the	
  core	
  
	
  
Innova7on	
  Plajorm	
  
Oct	
  16	
  2015	
   Copyright	
  Burton	
  H.	
  Lee	
  &	
  Innovarium	
  Ventures	
  2015	
  
Sa7rical	
  Org	
  Chart...
 
	
  
Wrap-­‐Up	
  
and	
  Summary	
  
	
  
The	
  Essence	
  of	
  ‘Design	
  Thinking’	
  
 
Product	
  Design	
  
Excellence	
  &	
  Skills	
  
Are	
  EssenCal	
  to	
  
Growing	
  Successful	
  
Companies	
  in	...
Customer	
  Demand	
  for	
  Quality	
  
is	
  Extremely	
  Important	
  
	
  
	
  
Companies	
  Must	
  Understand	
  
th...
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Speaker Presentation Slides
www.slideshare.net/burtonlee1
Speaker Videos – YouTube...
THANK	
  YOU	
  
Dr.	
  Burton	
  Lee	
  PhD	
  MBA	
  
Stanford	
  School	
  of	
  Engineering	
  
Burton.Lee@Innovarium....
 
Working	
  in	
  Silicon	
  Valley,	
  Europe,	
  La7n	
  America	
  and	
  Washington	
  DC	
  
•  Senior	
  financial,	...
Growth Hacking, Product Design, Design Thinking & Company Innovation Culture - Burton Lee - LvBS - Oct 16 2015 - Final
Growth Hacking, Product Design, Design Thinking & Company Innovation Culture - Burton Lee - LvBS - Oct 16 2015 - Final
Growth Hacking, Product Design, Design Thinking & Company Innovation Culture - Burton Lee - LvBS - Oct 16 2015 - Final
Growth Hacking, Product Design, Design Thinking & Company Innovation Culture - Burton Lee - LvBS - Oct 16 2015 - Final
Growth Hacking, Product Design, Design Thinking & Company Innovation Culture - Burton Lee - LvBS - Oct 16 2015 - Final
Growth Hacking, Product Design, Design Thinking & Company Innovation Culture - Burton Lee - LvBS - Oct 16 2015 - Final
Growth Hacking, Product Design, Design Thinking & Company Innovation Culture - Burton Lee - LvBS - Oct 16 2015 - Final
Growth Hacking, Product Design, Design Thinking & Company Innovation Culture - Burton Lee - LvBS - Oct 16 2015 - Final
Growth Hacking, Product Design, Design Thinking & Company Innovation Culture - Burton Lee - LvBS - Oct 16 2015 - Final
Growth Hacking, Product Design, Design Thinking & Company Innovation Culture - Burton Lee - LvBS - Oct 16 2015 - Final
Growth Hacking, Product Design, Design Thinking & Company Innovation Culture - Burton Lee - LvBS - Oct 16 2015 - Final
Growth Hacking, Product Design, Design Thinking & Company Innovation Culture - Burton Lee - LvBS - Oct 16 2015 - Final
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Growth Hacking, Product Design, Design Thinking & Company Innovation Culture - Burton Lee - LvBS - Oct 16 2015 - Final

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Talk to MS students at the Lviv School of Business, UCU, Lviv, Ukraine, October 16 2016. Speaker: Burton Lee, Stanford Engineering School. Host: Dean Sophia Opatska.

Website: www.StanfordEuropreneurs.org
Twitter: @Europreneurs

Publié dans : Design
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Growth Hacking, Product Design, Design Thinking & Company Innovation Culture - Burton Lee - LvBS - Oct 16 2015 - Final

  1. 1. Lessons  from  Silicon  Valley:   Growth  Hacking,  Product  Design,  Design   Thinking,  Company  Culture  and  InnovaCon       Lviv  Business  School  @  UCU  (LvBS)     MS  in  Innova7ons  &  Entrepreneurship  Program   Dr.  Burton  Lee  PhD  MBA   European  Entrepreneurship  &  Innova1on   Stanford  Engineering  School,  Silicon  Valley,  CA   www.StanfordEuropreneurs.org  |  @Europreneurs     Lviv,  Ukraine   Oct  16  2015  
  2. 2. Key  Lessons  from  Silicon  Valley   •  ‘Growth  Hacking’   – The  new  Sales  &  Marke1ng   – Lessons  for  Tradi1onal  Firms   •  Product  Design  and  Product  Management   – ‘Design  Thinking’  as  a  Strategy  Tool   •  Company  Culture   – Innova1on   – Ethics   Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  3. 3.   Importance  of     Great  Product  Design     for     Building  Successful   Companies…    
  4. 4.     …  and     Reducing  Failures     Thru     ‘Premature  Scaling’      
  5. 5. Product  Quality     End-­‐to-­‐End   Customer  Experience  
  6. 6. ABOUT THE SPEAKER DR. BURTON LEE PHD MBA STANFORD SCHOOL OF ENGINEERING | INNOVARIUM VENTURES BURTON.LEE@INNOVARIUM.NET WWW.STANFORDEUROPRENEURS.ORG @EUROPRENEURS
  7. 7. Map  of  Presen7ng  Speaker     Na7onali7es   European  Entrepreneurship  &     Innova7on  @  Stanford  Engineering   (ME421)         Winter  2015  –  Year  Seven   Enterprise  Estonia   Silicon  Valley   Ghent,  Flanders  Region   Belgium   iMinds  ICT  Research  Ins7tute  
  8. 8. hUp://www.europeanentrepreneursatstanford.com  |  hUp://me421.stanford.edu   Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015  
  9. 9. February 10 @ Stanford Engineering Jeff Lynn, Seedrs (UK) & Matija Kopic, Farmeron (HR) Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  10. 10. Observa7ons  from  Ukraine  &  Europe   •  Visits  to  leading  UA  ICT  companies  (Prom.UA,   playtech),  KPI,  KMBS,  LvBS   •  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  16  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  11. 11. Lessons from Silicon Valley User Growth and ‘Growth Hacking’ 1
  12. 12. Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015   Exponen7al  User  Growth  and  Market  Disrup7on  
  13. 13. Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  14. 14. ‘User  Growth’   Now  Takes  Central  Place  in  Strategy   •  No  more  ‘VP  of  Sales  &  Marke1ng’  at  high-­‐ growth  startups   •  Major  shib  to  ‘VP  of  Growth’  at  best  tech   firms   Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  15. 15. Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  16. 16. 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  
  17. 17. Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  18. 18. Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  19. 19. Oct  16  2015  
  20. 20. Lessons from Silicon Valley Product Design & ‘Design Thinking’ 2
  21. 21. Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015   Source:  Steve  Blank,  2012  
  22. 22. Android  &  iPhone   “Disrup(ve  Innova(on”  via  New  Business  Models  +  Advanced  Product  Design   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015   Smart  Phone  “Company-­‐Busters”   New  Products  and  Services  for  Global  Markets   Oct  16  2015  
  23. 23.   Importance  of     Great  Product  Design     for     Building  Successful   Companies…    
  24. 24. European  Startup  Teams   O_en  Miss  These  Key  Ac7vi7es   •  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  liUle  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  16  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  25. 25. A  ‘Lean  Startup’  Approach  to  Early  Stage  Entrepreneurship  Educa1on   Product-­‐Market  Fit   Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  26. 26. Using ‘Design Thinking’ Seeking Product-Market Fit How Can We Increase New Product Success Rates at Ukrainian Companies ??
  27. 27. Direct  Engagement  with  Real  Users  
  28. 28. Design  Thinking  Exercise     Re-­‐designing  the  21st   Century  Shopping  Cart  
  29. 29. IDEO  Shopping  Cart  Project  
  30. 30. Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015   Sketching  New  Ideas   Possible  Product  Features  and  Architectures  
  31. 31. How  Would  You   Redesign  The   Shopping  Cart   for  Modern   Shoppers  in   Ukraine?  
  32. 32. Apr  20  2015   Copyright  2015  Burton  H.  Lee  and   Innovarium  Ventures  |  Silicon  Valley   38   ‘So_  Prototyping’  
  33. 33. Sob  Prototyping  Materials  &  Tools   •  Paper   •  Cardboard   •  Plas1c   •  Wooden  s1cks   •  Post-­‐it  Notes   •  Cloth   •  Sketches   •  Scissors   •  Tape   •  Glue   •  Staplers   •  Markers   Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  34. 34. Observe   Real  Customers  &  Customer  Behavior   Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  35. 35. 42   Record   Real  Customers   &  Customer   Behavior  
  36. 36. Storytelling  Tools   Communica(on  Methods  with  Users  and  Product  Team   •  Role  playing  (ac1ng)   •  Storyboarding   •  Ar1fact  crea1on   •  Use  case  analysis   •  Improvisa1on  (ac1ng)   •  PPT  presenta1on   •  Architecture  &  ecosystem  diagrams   Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  37. 37. 46   One  Design  Team’s   Solu7on  for  21st   Century  Shoppers  
  38. 38. Actual  Product  Design  Process   (generally  not  linear  for  new  products  and  untested  markets)   Search  for   Product-­‐Market  Fit   47  
  39. 39. What  is  Different  About  ‘Design  Thinking’?   •  Avoids  ‘Hard  Engineering’  ac1vi1es,  expenditures  and   commitments  for  as  long  as  Possible   •  Combines  many  ‘hard’  &  ‘sob’  disciplines:   –  Sociology                                                                                    Design   –  Psychology                  Art  &  Drawing   –  Anthropology   –  Human  Factors   –  HandiCrabs  &  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  16  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  40. 40. Storytelling  Goals  for  Companies   •  What  is  the  problem?   •  Who  is  the  end  user?   •  How  does  your  product/service  help  to  solve   the  problem?   •  How  did  you  arrive  at  your  tenta1ve  solu1on?   •  How  would  you  test  this  further  in  the   marketplace?   Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  41. 41.     Product  Design   Is  *Not*  the  Same  as   ‘Engineering  Design’    
  42. 42. Key  DT  Methodologies  &  Skills   •  Idea1on   •  Needs  Finding  &  Empathizing   •  Ques1on  Asking  |  Listening  |  Watching   •  Assump1ons  Challenging   •  Storytelling   •  Sob  Prototyping   •  Itera1on   •  User  Context  Seeking   Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  43. 43. The  Essence  of  ‘Design  Thinking’  
  44. 44. Lessons from Silicon Valley Company Innovation Culture by ‘Accident’ or by ‘Design’ ? 3
  45. 45. Stock  Op7ons   for  Startup  Employees   Necessary   But   Not  Sufficient  
  46. 46. Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015  
  47. 47. Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium   Ventures  2015  
  48. 48. Company  Culture   is  Now  Used  as  a   Key  Element  of   Strategic  Advantage   vs  CompeCtors  
  49. 49. Company  ‘Innova7on  Culture’   Silicon  Valley  Milestones   1950s-­‐60s-­‐70s   1980s-­‐90s-­‐2000s   1990s-­‐2000s-­‐2010s   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015  Oct  16  2015  
  50. 50. 1960   Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015  
  51. 51. 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  16  2015  
  52. 52. 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   beUer?”   •  “Do  our  products  offer  something  unique  to   our  customers?”   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015  Oct  16  2015  
  53. 53. Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015   APPLE  
  54. 54. 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  16  2015  
  55. 55. Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015   Apple  in  Steve  Jobs  Time  …  
  56. 56. Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015  Apple  under  Tim  Cook  
  57. 57. Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015  
  58. 58. 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  maUers       Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015   •  Strong  engineering  culture   •  Strong  sense  of  corporate  mission   Oct  16  2015  
  59. 59. Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015  
  60. 60. Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015   FACEBOOK  
  61. 61. Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015  
  62. 62. Benefits  of  Innova1on  Culture  @  Google   •  Sustained  ability  to:   –  Enter  new  ver1cals     –  Create  new  product  categories  and  industries   –  Move  quickly     –  Stay  ahead  of  rivals   –  AUract  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  16  2015  
  63. 63. Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015   Microso_  1980s  -­‐  2014  
  64. 64. Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015   Microso_  2015  
  65. 65. 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  16  2015  
  66. 66. Innova7on  Culture  Prac7ces  @  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  16  2015  
  67. 67. Who  Is  Your   ‘Chief  Culture  Officer’?  
  68. 68. Culture   Beats   Strategy  
  69. 69. Company  Culture     is  the  core     Innova7on  Plajorm  
  70. 70. Oct  16  2015   Copyright  Burton  H.  Lee  &  Innovarium  Ventures  2015   Sa7rical  Org  Charts,   by  Manu  Cornet   (2011)   French  So_ware   Engineer  at  Google.  
  71. 71.     Wrap-­‐Up   and  Summary    
  72. 72. The  Essence  of  ‘Design  Thinking’  
  73. 73.   Product  Design   Excellence  &  Skills   Are  EssenCal  to   Growing  Successful   Companies  in  Ukraine      
  74. 74. Customer  Demand  for  Quality   is  Extremely  Important       Companies  Must  Understand   the  End-­‐to-­‐End   Customer  Experience  
  75. 75. Join Our Online Community @europreneurs Speaker Presentation Slides www.slideshare.net/burtonlee1 Speaker Videos – YouTube Channel ‘StanfordEuropreneurs’ ‘European Innovation @Stanford’ www.StanfordEuropreneurs.org me421.stanford.edu
  76. 76. THANK  YOU   Dr.  Burton  Lee  PhD  MBA   Stanford  School  of  Engineering   Burton.Lee@Innovarium.net     WWW.STANFORDEUROPRENEURS.ORG     @EUROPRENEURS  
  77. 77.   Working  in  Silicon  Valley,  Europe,  La7n  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,  sobware/AI/robo1cs,  manufacturing   •  Selected  recent  clients   –  US/European  technology  startup  companies  –  alterna1ve  energy,  robo1cs/AI,  sobware,  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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