A personal view of Lean Startup and how it helps us confront potential failure head on

2. HEAD OF PRODUCT
Martyn is a creative technical director and
product strategist with broad ranging skills and
experience gained from 20 years working with
digital technology. His approach is creative,
collaborative and instinctively lean.
Martyn Evans
@martynrevans
martyn.evans@ubxd.com

3. EXPERT?

4. VERY BUSY
https://www.flickr.com/photos/slworking/

5. PRAXIS MAKES PERFECT

7. THE EXPERT

8. The
Museum
of
Failed
Products

9. “Back at the Museum of Failed Products, it isn't hard to imagine how
another downside of the positive-thinking culture – an aversion to
confronting failure – might have been responsible for the very existence
of many of the products lining its shelves. Each one must have made it
through a series of meetings at which nobody realised that the product
was doomed. Perhaps nobody wanted to contemplate the prospect of
failure; perhaps someone did, but didn't want to bring it up for discussion.
Even if they realise where things are headed, there's a perverse incentive
for marketers to plough more money into a lemon: that way, they can
force some sales and preserve their dignity. By the time the truth
becomes obvious, the original developers will have moved to other
products, or other firms. Little energy will have been invested in
discovering what went wrong; everyone involved will have conspired,
perhaps without realising what they're doing, never to speak of it again.”
Oliver Burkeman
http://www.theguardian.com/lifeandstyle/2012/jun/15/happiness-is-being-a-loser-burkeman
Happiness is a Glass Half Empty

10. LEAN STARTUP
Lean manufacturing
Customer development
Service design
Design thinking
Agile software development

12. EPIPHANY
https://www.flickr.com/photos/matthewpietromasonry/

13. DESIGN THINKING

14. AGILE MANIFESTO
Individuals and interactions over processes and tools
Working software over comprehensive documentation
Customer collaboration over contract negotiation
Responding to change over following a plan
!
That is, while there is value in the items on
the right, we value the items on the left more.

16. EXPERIMENT
https://www.flickr.com/photos/knowsleycouncil/

17. FIND YOUR INNOVATORS

18. Problem Statement
I believe that my customer has a
problem achieving this goal

19. GET OUT OF THE BUILDING

20. PERSONAS

21. Claire'
'
'
'
Type ''''Teacher'
Gender ''''Female'
Age'' ''''43'
'
Character'
Energe8c'and'posi8ve.'
'
Behaviours'
• 'Respected'head'of'department'
• 'Has'been'a'teacher'for'20'years'
• 'Afraid'of'technology'
'
Needs'and'Goals'
• 'Help'balancing'managing'department'and'monitoring'
teaching'standards'
• 'Hasn’t'integrated'IT'very'well'
'
Most'Likely'to'Say'
“Call'the'IT'man!.”'
'
Served'By'
• 'Demonstrable'evidence'of'teaching'effec8veness'
• 'A'single'app'to'focus'learning'skills'
• 'Ease'of'use'
'
Pearson'My'Learning'

22. SINGLE WRINGABLE NECK

23. Problem Statement
I believe that innovative business
owners in the Cambridge area
have a problem achieving this
goal

24. Problem Statement
I believe that innovative business
owners in the Cambridge area have
a problem achieving this goal.
!
And I will know this to be true
when…

25. WHY?
WHY?
WHY?
WHY?
WHY?

26. Problem Hypothesis
I believe that innovative business owners in
the Cambridge area have a problem getting
work done on crowded commuter trains
between London and Cambridge.
!
I will know this to be true when 15/30
attendees at the 50th Generation talk
agree that this is a major problem for them.

28. Solution Hypothesis
I believe that providing my customer with
this solution will result in this quantifiable
outcome.
!
I will know this to be true when…

29. Solution Hypothesis
I believe that providing business owners in
the Cambridge area with an affordable car
service between Cambridge and London with
a comfortable seat and facilities to work will
result in 6 journeys per day.
!
I will know this to be true when I take 3
bookings from 30 people at the 50th
Generation talk

31. Ubxd Hypothesis
We believe that providing business owners and
product owners who visit our website with a
mechanism to identify where their business is in
the product lifecycle will allow them to understand
more clearly how our services can help them.
!
We will know this to be true when we see a 20%
increase in enquiries from our website with this
mechanism in place.

32. Ubxd Assumption
We believe that business owners and
product owners will be able to place their
business on our product lifecycle.
!
We will know this to be true when at least
at least 24/30 attendees at a business
innovation meeting can successfully do so

33. UBXD:LEAN WORKSHOP
Idea generation
Elevator pitch
Business Model Canvas/Lean Canvas
Personas
Experience mapping/Customer journeys
Interviewing
Design studio
MVP/Experiment design

34. hello@unboxedconsulting.com
020 7183 4250
17 Blossom Street
London
E1 6PL
London
021 794 3844
Madison Place
Alphen Office Park
Constantia 7806
Cape Town