22. How might we
make a better
green-stripe
soap bar?
why?
To beat
Colgate
To enter a new
market
To make a
more
refreshing
soap
To win
double
blind tests
2. Define the problem
23. We don’t know
what “more
refreshing”
means
What’s
stopping us?
HMW make a
more refreshing
soap?
We don’t have
Colgate’s ad
department
We don’t know
what
customers
want
2. Define the problem
24. We don’t know
what “more
refreshing”
means
What are
refreshing
things?
2. Define the problem
31. Lower Your Cost of Change!
“Change is your best friend.
The more expensive it is to
make a change, the less likely
you'll make it. And if your
competitors can change
faster than you, you're at a
huge disadvantage. If change
gets too expensive, you're
dead.”
gettingreal.37signals.com
3. Prototype
36. Overview
1. Find the pain
2. Define the problem
3. Prototype
4. Build the MVP
5. Everything else
37. 4. Build the Minimum Viable Product
What’s the least
amount of work
you could do to
have something
that solves the
problem?
38. 4. Build the Minimum Viable Product
“Get a version 1 out fast, then
improve it based on users'
reactions…Wufoo released their
form-builder before the
underlying database. You can't
even drive the thing yet, but
83,000 people came to sit in the
driver's seat and hold the
steering wheel.”
paulgraham.com/startuplessons.html
39. 4. Build the Minimum Viable Product
Underdo your competition!
“Do less than your competitors
to beat them. Solve the simple
problems and leave the hairy,
difficult, nasty problems to
everyone else. Instead of
oneupping, try one-downing.
Instead of outdoing, try
underdoing. This means less
features, less options/
preferences, and less promises.”
gettingreal.37signals.com
40. Overview
1. Find the pain
2. Define the problem
3. Prototype
4. Build the MVP
5. Everything else
