At the 2014 ICT Business Summit in Singapore. I took the audience through a practical journey on the principles and uses of Lean Startup and Human Centred Design. Learn from the likes of Steve Blank, Will Evans, Eric Ries and Brant Cooper to accelerate your rate of failure, and double the speed of success
1. L E A N
P R O D U C T S
I N A C T I O N
S C O T T E B A L E S . C O M
2. - E R I C R I E S
The Lean Startup method teaches you
how to drive a startup-how to steer, when
to turn, and when to persevere-and grow
a business with maximum acceleration.
3. O B J E C T I V E S
accept fail = lesson
understand what is Lean
what are the tools
explore customer discovery
designing experiments
making decisions
4. 9 9 % O F V E N T U R E S FA I L
I S I T T H E R I G H T I D E A ?
7. P I V O T
O R
P E R S E V E R E
T H E D I F F E R E N C E B E T W E E N S U C C E S S A N D FA I L U R E I S Y O U R
A B I L I T Y T O B U I L D R A P I D LY M E A S U R E , L E A R N A N D A D A P T
8. W H AT M O S T
P E O P L E T H I N K
W H AT S U C C E S S F U L
P E O P L E K N O W
10. Y O U R S K I L L S
N O N -
E X I ST E
N T
1 2 3 4 AV E R A
G E 6 7 8 9
I ’ M A
RO C K S
TA R
B U S I N E S S M O D E L I N G
P E R S O N A D E V E L O P M E N T
C U S TO M E R D I S C OV E RY &
D E V E L O P M E N T
M I N I M U M V I A B L E E X P E R I M E N T S
P RO D U C T / M A R K E T F I T
P I VOT V S P E R S E V E R E
P I T C H I N G
X
X
X
X
X
X
X
11. W H O A R E
Y O U ?
Who are you?
What are
...your passions?
...your
expectations?
12. W H O A R E Y O U ?
A verb that starts with the same
letter as your first name
I am passionate about solving...
!
!
What do I want to get out of
today?
Spontaneous Scott
!
Educating, growing and
mentoring tomorrow’s
innovators
!
!
Enable entrepreneurs to
fail fast, and succeed
faster
17. ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment.
Customer
Problem
Solution
Result &
Decision
Learning
Riskiest
Assumption
Success
Criterion
1 2 3 4 5
To form a Customer/Problem Hypothesis:
I believe my customer has a
problem achieving this goal.
To form your Assumptions:
hypothesis to be
true, assumption needs to
be true.
Determine how you will test it:
The least expensive way to
test my assumption is...
Who is your customer? Time Limit: 5 Min People
buying
Vespas on
Craigslist
People with
commute
NYC
Relying on
products
that use
oil
Understanding
safety & time
saving of
Vespa
People with
commute
NYC
Vespa too
expensive
for identity
risk
Vespa One-
Pager +
Trial
Rent Vespa
& Return It
If Not Fit
No friends
Vespa
Pay
$250/month
INTERVIEW:
8/10 don’t
have friend
with Vespa
SELL:
15 email
addresses
in 2 hours
Care about
environment
INTERVIEW:
5/20 buying
Vespa bc
environment
important
0/20
PIVOT!
5/10
PIVOT!
50+ in 2 hours
PERSEVERE!
- Skinny Tie!
- Buying for
lifestyle
- “I’m not a
scooter
person”
- Lifestyle is
a risk
- People typing
in ALL CAPS
- Jumping out
of seat to try
What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min
Time Limit: 5 Min
List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min
Need help? Use these sentences to help construct your experiment.
To form a Problem/Solution Hypothesis:
I believe this solution will result
in .
To identify your Riskiest Assumption:
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
Determine what success looks like:
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING!
C U S T O M E R & P R O B L E M
A S S U M P T I O N S
M V P
V A L I D A T E D L E A R N I N G
C U S TO M E R D I S COV E RY
P I V O T O R P E R S E V E R E
B R A I N S T O R M I N G
S O L U T I O N
18. S E A R C H & E X E C U T E
C U S T O M E R
D I S C O V E RY
C U S T O M E R
VA L I D AT I O N
C U S T O M E R
C R E AT I O N
C O M PA N Y
B U I L D I N G
19. B U S I N E S S D E S I G N
C U S T O M E R P R O B L E M S O L U T I O N
20. where to focus?
F O C U S O N T H E P R O B L E M . I F Y O U ’ R E O N LY E X C I T E D
A B O U T T H E S O L U T I O N , Y O U ’ L L L O S E I N T E R E S T W H E N
Y O U R S O L U T I O N D O E S N ’ T F I X T H E P R O B L E M
!
A D I L WA L I , C T O O F M O D C L O T H
22. Facts
Factual information
about your target customer.
Pain
State the problem you believe
your target customers have,
that your solution solves for.
Goals
What goals are they trying to accomplish
through the behavior, that your solution will do better?
Behavior
Existing behavior they exhibit now,
because they don’t have your solution.
37 years of age, married(7 years).
Two kids (3 & 5)
Employed by Coca-Cola to manage regional
marketing
Tech savvy, loves his Gadgets. Always keen
to learn more
Reads The Economist Online
Enjoys the outdoors with his kids
Regular traveller in the region, both work
and personal
Greg
Has been reading video blog tips in the hope of creating is own travel
video blog
Purchased a pirated copy of Final Cut Pro to explore, but quickly
purchased
a license
Always has his video camera out when traveling, both on work travels
and
personal travel
Purchased the domain www.gregsworld.com
Has tried Vimeo, Wordpress and TypePad in attempts to create a blog
Greg is a bit of a perfectionist, so he has tried multiple video blog
solutions
But hasn’t found any that allow him to express himself in the way he
wants.
He finds each tool hard to earn, and really isn’t sure if he is getting the
best
out of each tool
He has tried reading through forums, but finds it difficult reading a
tutorial
and applying it to his material
!
Greg loves to travel, he loves to explore new places, culture,
people and food
Greg would love to share his experiences with friends, family
and colleagues
!
!
23. H Y P O T H E S I S D E S I G N
Who specifically
has this
problem?
How do you
intent to solve
this problem?
C U S T O M E R P R O B L E M S O L U T I O N
What problem
are you trying to
solve?
24. ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment.
Customer
Problem
Solution
Result &
Decision
Learning
Riskiest
Assumption
Success
Criterion
1 2 3 4 5
To form a Customer/Problem Hypothesis:
I believe my customer has a
problem achieving this goal.
To form your Assumptions:
hypothesis to be
true, assumption needs to
be true.
Determine how you will test it:
The least expensive way to
test my assumption is...
Who is your customer? Time Limit: 5 Min People
buying
Vespas on
Craigslist
People with
commute
NYC
Relying on
products
that use
oil
Understanding
safety & time
saving of
Vespa
People with
commute
NYC
Vespa too
expensive
for identity
risk
Vespa One-
Pager +
Trial
Rent Vespa
& Return It
If Not Fit
No friends
Vespa
Pay
$250/month
INTERVIEW:
8/10 don’t
have friend
with Vespa
SELL:
15 email
addresses
in 2 hours
Care about
environment
INTERVIEW:
5/20 buying
Vespa bc
environment
important
0/20
PIVOT!
5/10
PIVOT!
50+ in 2 hours
PERSEVERE!
- Skinny Tie!
- Buying for
lifestyle
- “I’m not a
scooter
person”
- Lifestyle is
a risk
- People typing
in ALL CAPS
- Jumping out
of seat to try
What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min
Time Limit: 5 Min
List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min
Need help? Use these sentences to help construct your experiment.
To form a Problem/Solution Hypothesis:
I believe this solution will result
in .
To identify your Riskiest Assumption:
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
Determine what success looks like:
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING!
C U S T O M E R & P R O B L E M
A S S U M P T I O N S
M V P
V A L I D A T E D L E A R N I N G
C U S TO M E R D I S COV E RY
P I V O T O R P E R S E V E R E
B R A I N S T O R M I N G
S O L U T I O N
25. A S S U M P T I O N S
List core
assumptions about
the problem
Does
42. M I N I M U M V I A B L E P R O D U C T
Customer Discovery/Development
Pitch
Concierge
experiment
E X P L O R A T I O N
P I T C H
C O N C I E R G E
43. C U S T O M E R VA L I D AT I O N
C U S TO M E R
D I S C OV E RY
P I T C H C O N C I E R G E
investigating their
problems to
understand past
behaviour
attempts to sell the
product to a customer
in exchange for
currency: time, money
or work
delivering the
product as a service
to see is delivery
matches
expectations
45. ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment.
Customer
Problem
Solution
Result
Decision
Learning
Riskiest
Assumption
Success
Criterion
1 2 3 4 5
To form a Customer/Problem Hypothesis:
I believe my customer has a
problem achieving this goal.
To form your Assumptions:
hypothesis to be
true, assumption needs to
be true.
Determine how you will test it:
The least expensive way to
test my assumption is...
Who is your customer? Time Limit: 5 Min People
buying
Vespas on
Craigslist
People with
commute
NYC
Relying on
products
that use
oil
Understanding
safety time
saving of
Vespa
People with
commute
NYC
Vespa too
expensive
for identity
risk
Vespa One-
Pager +
Trial
Rent Vespa
Return It
If Not Fit
No friends
Vespa
Pay
$250/month
INTERVIEW:
8/10 don’t
have friend
with Vespa
SELL:
15 email
addresses
in 2 hours
Care about
environment
INTERVIEW:
5/20 buying
Vespa bc
environment
important
0/20
PIVOT!
5/10
PIVOT!
50+ in 2 hours
PERSEVERE!
- Skinny Tie!
- Buying for
lifestyle
- “I’m not a
scooter
person”
- Lifestyle is
a risk
- People typing
in ALL CAPS
- Jumping out
of seat to try
What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min
Time Limit: 5 Min
List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min
Need help? Use these sentences to help construct your experiment.
To form a Problem/Solution Hypothesis:
I believe this solution will result
in .
To identify your Riskiest Assumption:
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
Determine what success looks like:
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING!
C U S T O M E R P R O B L E M
A S S U M P T I O N S
M V P
V A L I D A T E D L E A R N I N G
C U S T O M E R D I S C O V E R Y
P I V O T O R P E R S E V E R E
B R A I N S T O R M I N G
S O L U T I O N
46. W H AT D O T H E N U M B E R S S AY ?
Measure part of Build-
Measure-Learn
actionable metric
ties specific repeatable
actions to observed
results
47. ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment.
Customer
Problem
Solution
Result
Decision
Learning
Riskiest
Assumption
Success
Criterion
1 2 3 4 5
To form a Customer/Problem Hypothesis:
I believe my customer has a
problem achieving this goal.
To form your Assumptions:
hypothesis to be
true, assumption needs to
be true.
Determine how you will test it:
The least expensive way to
test my assumption is...
Who is your customer? Time Limit: 5 Min People
buying
Vespas on
Craigslist
People with
commute
NYC
Relying on
products
that use
oil
Understanding
safety time
saving of
Vespa
People with
commute
NYC
Vespa too
expensive
for identity
risk
Vespa One-
Pager +
Trial
Rent Vespa
Return It
If Not Fit
No friends
Vespa
Pay
$250/month
INTERVIEW:
8/10 don’t
have friend
with Vespa
SELL:
15 email
addresses
in 2 hours
Care about
environment
INTERVIEW:
5/20 buying
Vespa bc
environment
important
0/20
PIVOT!
5/10
PIVOT!
50+ in 2 hours
PERSEVERE!
- Skinny Tie!
- Buying for
lifestyle
- “I’m not a
scooter
person”
- Lifestyle is
a risk
- People typing
in ALL CAPS
- Jumping out
of seat to try
What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min
Time Limit: 5 Min
List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min
Need help? Use these sentences to help construct your experiment.
To form a Problem/Solution Hypothesis:
I believe this solution will result
in .
To identify your Riskiest Assumption:
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
Determine what success looks like:
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING!
C U S T O M E R P R O B L E M
A S S U M P T I O N S
M V P
V A L I D A T E D L E A R N I N G
C U S T O M E R D I S C O V E R Y
P I V O T O R P E R S E V E R E
B R A I N S T O R M I N G
S O L U T I O N
49. P I V O T
Z O O M - I N
A S I N G L E F E AT U R E
B E C O M E S T H E
W H O L E P R O D U C T
C U S T O M E R N E E D
R E P O S I T I O N I N G , O R
A C O M P L E T E LY N E W
P R O D U C T
Z O O M - O U T
T H E W H O L E
P R O D U C T B E C O M E S
A S I N G L E F E AT U R E
C U S T O M E R
S E G M E N T
G O O D P R O D U C T,
B A D C U S T O M E R
S E G M E N T
P L AT F O R M
C H A N G E F R O M A N
A P P L I C AT I O N T O A
P L AT F O R M , O R V I C E
V E R S A
56. U S E R S T R AT E G Y
@ S C O T T E B A L E S
No business plan survives first contact with customers.
- Steve Blank
57. O B J E C T I V E S
design empathy
understand motivations
document assumptions
designing experiments
incremental learning
more than one customer
59. Y O U R S K I L L S
N O N -
E X I ST E
N T
1 2 3 4 AV E R A
G E 6 7 8 9
I ’ M A
RO C K S
TA R
B U S I N E S S M O D E L I N G
P E R S O N A D E V E L O P M E N T
C U S TO M E R D I S C OV E RY
D E V E L O P M E N T
M I N I M U M V I A B L E E X P E R I M E N T S
P RO D U C T / M A R K E T F I T
P I VOT V S P E R S E V E R E
P I T C H I N G
X
X
X
X
X
X
X
60. W H O A R E
Y O U ?
Who are you?
What are
...your passions?
...your
expectations?
61. W H O A R E Y O U ?
A verb that starts with the same
letter as your first name
I am passionate about solving...
!
!
What do I want to get out of
today?
Spontaneous Scott
Educating, growing
and mentoring
tomorrow’s
entrepreneurs
Enable entrepreneurs
to fail fast, and
succeed faster
65. Malkovich Bias
T H E T E N D E N C Y T O B E L I E V E T H A T E V E RY O N E U S E S
T E C H N O L O G Y T H E S A M E WA Y Y O U D O .
A N D R E S G L U S M A N
66. mantra
Y O U A R E N O T T H E C U S T O M E R .
!
O N LY T H R O U G H R E S E A R C H C A N W E U N C O V E R P E O P L E ’ S
PA I N S , N E E D S , A N D G O A L S , I N T H E I R C O N T E X T.
67. S E A R C H E X E C U T E
C U S T O M E R
D I S C O V E RY
C U S T O M E R
VA L I D AT I O N
C U S T O M E R
C R E AT I O N
C O M PA N Y
B U I L D I N G
69. B U S I N E S S D E S I G N
C U S T O M E R P R O B L E M S O L U T I O N
70. P E R S O N A D E V E L O P M E N T
fictional characters to represent
different user types in a targeted,
attitude and/or behaviour set to
drive empathy
C U S T O M E R
71. W H AT C U S T O M E R ? C U S T O M E R
1 2 3 4
72. Facts
Factual information
about your target customer.
Pain
State the problem you believe
your target customers have,
that your solution solves for.
Goals
What goals are they trying to accomplish
through the behavior, that your solution will do better?
Behavior
Existing behavior they exhibit now,
because they don’t have your solution.
37 years of age, married(7 years).
Two kids (3 5)
Employed by Coca-Cola to manage regional
marketing
Tech savvy, loves his Gadgets. Always keen
to learn more
Reads The Economist Online
Enjoys the outdoors with his kids
Regular traveller in the region, both work
and personal
Greg
Has been reading video blog tips in the hope of creating is own travel
video blog
Purchased a pirated copy of Final Cut Pro to explore, but quickly
purchased
a license
Always has his video camera out when traveling, both on work travels
and
personal travel
Purchased the domain www.gregsworld.com
Has tried Vimeo, Wordpress and TypePad in attempts to create a blog
Greg is a bit of a perfectionist, so he has tried multiple video blog
solutions
But hasn’t found any that allow him to express himself in the way he
wants.
He finds each tool hard to earn, and really isn’t sure if he is getting the
best
out of each tool
He has tried reading through forums, but finds it difficult reading a
tutorial
and applying it to his material
!
Greg loves to travel, he loves to explore new places, culture,
people and food
Greg would love to share his experiences with friends, family
and colleagues
!
!
73. Facts
Factual information
about your target customer.
Pain
State the problem you believe
your target customers have,
that your solution solves for.
Goals
What goals are they trying to accomplish
through the behavior, that your solution will do better?
Behavior
Existing behavior they exhibit now,
because they don’t have your solution.
Greg
Y O U R T U R N
75. discovery tips
S I L E N C E
R E F L E C T B A C K
H AV E E M PAT H Y
A S K F O R S T O R I E S
A S K O P E N Q U E S T I O N S
N O L E A D I N G Q U E S T I O N S
O B S E R VAT I O N S V S . I N S I G H T S
81. Hypothesis Design Lean UXConversion Funnels
Concierge Method
Advanced
Interviews
Market Discovery
Pitch Method
Pivot or Persevere
Customer
Discovery
Persona
Development
Minimum Viable
Experiments
Lean Product
Market Fit
Pitching Your Idea
Business Model
Canvas
Validation Board
Mobile Ready
Are You Ready 4
Isaac?
Lean For Entreprise
Multi-Sided
Markets
Growing Scale
K E E P L E A R N I N G
82. S U C C E S S
Y O U T O O C A N O W N T H I S FA C E O F A C C O M P L I S H M E N T
83. M O B I L E I S M O R E T H A N
T E C H N O L O G Y
B I T . LY / M O B I L E R E A D Y B O O K