27. “You need to add value to people's lives,
not just expect them to participate
because you goddamn well asked them.”
Mel Exon, BBH Labs
http://anjalir.wordpress.com/2011/04/12/sxsw-in-retrospect-the-last-of-the-launch-and-leave-ems/
28. I Start-ups
I pitched at StartUp Weekend in
NYC last fall and learned a lot about
how people get from an idea to a
prototype... in less than 48 hours.
I’m also involved with Women 2.0,
which is more generous - you go
from concept to launch in 5 weeks.
Imagine if we could work so fast!
31. What we’re going to do together
While I’m blathering on...
Think about a problem you have.
32. What we’re going to do together
While I’m blathering on...
Think about a problem you have.
Then think of a possible solution a brand could offer -
could be a product, a service, an experience.
33. What we’re going to do together
While I’m blathering on...
Think about a problem you have.
Then think of a possible solution a brand could offer -
could be a product, a service, an experience.
You’re going to pitch your idea at the end.
34. What we’re going to do together
While I’m blathering on...
Think about a problem you have.
Then think of a possible solution a brand could offer -
could be a product, a service, an experience.
You’re going to pitch your idea at the end.
Well - about 12 of you are.
35. What we’re going to do together
While I’m blathering on...
Think about a problem you have.
Then think of a possible solution a brand could offer -
could be a product, a service, an experience.
You’re going to pitch your idea at the end.
Well - about 12 of you are.
You’ll get :30 to pitch it.
36. What we’re going to do together
While I’m blathering on...
Think about a problem you have.
Then think of a possible solution a brand could offer -
could be a product, a service, an experience.
You’re going to pitch your idea at the end.
Well - about 12 of you are.
You’ll get :30 to pitch it.
Just FYI. :)
38. What we’re going to do together
Then we’re going to vote on those ideas.
39. What we’re going to do together
Then we’re going to vote on those ideas.
We’re going to generate a model for 6 of them.
40. What we’re going to do together
Then we’re going to vote on those ideas.
We’re going to generate a model for 6 of them.
And you’re going to have to leave the building
and (uh oh!) talk to at least 5 people.
48. Principles of Lean Start-ups
Continuous customer interaction
Revenue goals from day one
No scaling until revenue
Assume customer and features are unknowns
Low burn by design, not crisis
51. The results for start-ups:
High burn rate
Swinging for the fences
Full management teams
Assuming the customer is known
Assuming the features are known
Assuming growth happens by execution
52. Seem familiar?
Client Brief
Research
Creative Brief
Creative Development
Production
Media!
53. The results for agencies:
High burn rate
Swinging for the fences
Throwing people at the problem
Assuming the target is known
Assuming the messages/media are known
Assuming growth happens by execution
54. “The best place to get started
making things is to solve your
own problems.”
Noah Brier, Percolate
http://www.slideshare.net/nbrier/thinking-about-innovation
55. So, where are the lean
agencies?
http://theleanstartup.com/
56. Can there be only one?
http://www.madebymany.com
57. Lots of people are
talking about it...
Do Agencies Need to Google
Think Like Software #Firestarters:
Companies? Agile Planning
74. Let’s focus.
The problem facing a lean planner is not
‘what about the creative brief’?
It’s ‘how do we seek an effective campaign model
with as little waste as possible?’
75. Let’s focus.
The problem facing a lean planner is not
‘what about the creative brief’?
It’s ‘how do we seek an effective campaign model
with as little waste as possible?’
Or, ‘how do we build the minimal experience or
utility that makes the most difference for our
client’s customer (and therefore our client’s
business) in the short term, that we can scale?’
77. Prototyping.
Testing.
“Existing companies execute
business models, while startups
search for a business model.”
— Steve Blank
Discovery.
78. “We always have a vision that is
clearly articulated, big enough to
matter & shared by the whole team.
“Our goal is always to discover
which aspects of this vision are
grounded in reality & adapt those
aspects that are not.”
The ‘brief’... Planning!
http://www.startuplessonslearned.com/
84. Get buy-in.
Together with clients, we start with setting a
mission - why are we about to spend all this
money?
85. Get buy-in.
Together with clients, we start with setting a
mission - why are we about to spend all this
money?
Then, we establish our values: we embrace the
importance of learning, discovery & failure.
86. Get buy-in.
Together with clients, we start with setting a
mission - why are we about to spend all this
money?
Then, we establish our values: we embrace the
importance of learning, discovery & failure.
Finally, we commit to the mission and our
values, by budgeting for it with time & cash.
90. Start guessing.
Again, with clients, we generate
hypotheses.
About who the customer for this
product or brand is.
91. Start guessing.
Again, with clients, we generate
hypotheses.
About who the customer for this
product or brand is.
About what matters to them and
how they live their lives.
92. Start guessing.
Again, with clients, we generate
hypotheses.
About who the customer for this
product or brand is.
About what matters to them and
how they live their lives.
About how we can create
94. Write your guesses down.
About your customer and their problem or desire.
95. Write your guesses down.
About your customer and their problem or desire.
About what to make (the campaign).
96. Write your guesses down.
About your customer and their problem or desire.
About what to make (the campaign).
About where to place or build the campaign.
97. Write your guesses down.
About your customer and their problem or desire.
About what to make (the campaign).
About where to place or build the campaign.
About how you’ll get people there.
98. Write your guesses down.
About your customer and their problem or desire.
About what to make (the campaign).
About where to place or build the campaign.
About how you’ll get people there.
About what the market is like.
99. Write your guesses down.
About your customer and their problem or desire.
About what to make (the campaign).
About where to place or build the campaign.
About how you’ll get people there.
About what the market is like.
About who your true competitors are.
102. Talk to people.
Not a lot. 5-10.
Not in a facility.
This ain’t
Not through a recruiter. market research, so
we don’t have to be
Not the perfect ‘respondent.’ science-y.
105. In fact...
After 3 people, prioritize your top 3 issues or
questions.
After 5 people, start asking new questions.
106. In fact...
After 3 people, prioritize your top 3 issues or
questions.
After 5 people, start asking new questions.
This isn’t about approval.
107. In fact...
After 3 people, prioritize your top 3 issues or
questions.
After 5 people, start asking new questions.
This isn’t about approval.
It’s about learning.
111. Be honest.
Are these really your
customers?
Is their problem really painful,
or their desire really strong?
Does it even exist?
112. Be honest.
Are these really your
customers?
Is their problem really painful,
or their desire really strong?
Does it even exist?
Are they really making
decisions the way you
thought?
113. Be honest.
Are these really your
customers?
Is their problem really painful,
or their desire really strong?
Does it even exist?
Are they really making
decisions the way you
thought?
What do you need to change?
116. A reality check.
Talk to your co-founders.
Do you need to seek other customers that
are a better fit?
117. A reality check.
Talk to your co-founders.
Do you need to seek other customers that
are a better fit?
Do you need to rethink your positioning?
118. A reality check.
Talk to your co-founders.
Do you need to seek other customers that
are a better fit?
Do you need to rethink your positioning?
Is it possible to give people what they want?
119. A reality check.
Talk to your co-founders.
Do you need to seek other customers that
are a better fit?
Do you need to rethink your positioning?
Is it possible to give people what they want?
Do you need to start over?
129. Our client’s
customers,
prospects, and
their
influencers or
gatekeepers
http://www.businessmodelgeneration.com/ http://thestartuptoolkit.com/
130. Our client’s
Solving a
customers,
problem
prospects, and
their
Satisfying a
influencers or
need
gatekeepers
http://www.businessmodelgeneration.com/ http://thestartuptoolkit.com/
131. Branded
experiences &
utilities Our client’s
Solving a
customers,
problem
prospects, and
their
Satisfying a
influencers or
need
gatekeepers
http://www.businessmodelgeneration.com/ http://thestartuptoolkit.com/
132. Branded
experiences &
utilities Our client’s
Solving a
customers,
problem
prospects, and
their
Satisfying a
influencers or
need
gatekeepers
People
Software & APIs
The client’s product
or brand equity
http://www.businessmodelgeneration.com/ http://thestartuptoolkit.com/
133. Branded
experiences &
utilities Our client’s
Solving a
customers,
problem
prospects, and
their
Satisfying a
influencers or
need
gatekeepers
People Paid, earned &
owned media
Software & APIs
Distribution &
The client’s product sales
or brand equity
http://www.businessmodelgeneration.com/ http://thestartuptoolkit.com/
134. Time, place &
Branded tone
experiences &
utilities Our client’s
Interactions &
Solving a
touch-points customers,
problem
prospects, and
their
Satisfying a
influencers or
need
gatekeepers
People Paid, earned &
owned media
Software & APIs
Distribution &
The client’s product sales
or brand equity
http://www.businessmodelgeneration.com/ http://thestartuptoolkit.com/
135. Time, place &
Branded tone
experiences &
Freelancers utilities Interactions & Our client’s
Solving a
touch-points customers,
Production Houses problem
prospects, and
their
Media publishers Satisfying a
influencers or
need
gatekeepers
Clients
People Paid, earned &
owned media
Software & APIs
Distribution &
The client’s product sales
or brand equity
http://www.businessmodelgeneration.com/ http://thestartuptoolkit.com/
136. Time, place &
Branded tone
experiences &
Freelancers utilities Interactions & Our client’s
Solving a
touch-points customers,
Production Houses problem
prospects, and
their
Media publishers Satisfying a
influencers or
need
gatekeepers
Clients
People Paid, earned &
owned media
Software & APIs
Distribution &
The client’s product sales
or brand equity
Pass-through costs
Salaries & operating expenses
http://www.businessmodelgeneration.com/ http://thestartuptoolkit.com/
137. Time, place &
Branded tone
experiences &
Freelancers utilities Interactions & Our client’s
Solving a
touch-points customers,
Production Houses problem
prospects, and
their
Media publishers Satisfying a
influencers or
need
gatekeepers
Clients
People Paid, earned &
owned media
Software & APIs
Distribution &
The client’s product sales
or brand equity
Client pays for strategy, development,
implementation, media/hosting, testing
Pass-through costs
and iteration
Salaries & operating expenses
What if you could invent new revenue
streams for your agency or client?
http://www.businessmodelgeneration.com/ http://thestartuptoolkit.com/
138. This is the new ‘brief’
“I don’t need any more ideas.
We’ve got plenty of ideas.
I need to know what to make.”
143. What’s iterating?
It’s not starting over.
It’s not doing something else.
It’s not adding on features.
It’s evolving, refining, maximizing,
optimizing...
144. The goal isn’t perfection.
The goal is the minimum you can make or do
that provides the most perceived benefit to
the customer, and is different enough from
other options they know about. (MVP)
Good enough might actually be good enough.
156. Your turn.
1. Pitch - 12 ideas, :30
2. Vote - for great ideas, not just good friends.
3. Join a team - be balanced, play fair.
4. Generate hypotheses.
5. Get out of the building.
6. What was your idea, did you find customers?