“People who pride themselves on having ideas often fail ...€¦ · Fake door, Pinocchio,...
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“People who pride themselves on having ideas often fail to understand that only after ideas have been filtered through real-world world experience do we know whether they are right or wrong. Most turn out to be wrong.” – Thomas Sowell
Transcript of “People who pride themselves on having ideas often fail ...€¦ · Fake door, Pinocchio,...
“People who pride themselves on having ideas often fail to understand that only after ideas have been filtered through real-world world experience do we know whether they are right or wrong.
Most turn out to be wrong.”
– Thomas Sowell
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jurvelson@
flickr
Build the right it, before you build it right
Introduction to Pretotyping
Jakob Bruhns, Certified PretotyperMay 2018
In Product Development, you often focus on building your idea...
IdeaPrototype
POC
ProductionLogisticsMarketing
…
Launch
Focus groups, surveys, market analysis, interviews…
IdeaPrototype
POC
ProductionLogisticsMarketing
…
Launch
Pretotyping
Preto-typing
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”Pretending” ”Prototyping”
Concept
Simple, low cost, and validmarket validation
- before launch!
Internal validation
Subjectivevaluation
Objectivevaluation
External validation
Pretotype(Prototype)
Prototype
Focus groups, etc.
Internal product-boards, Idea campains,
etc.
The most simple form is ”fake door”, aka: sell the bear before you shoot it
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Simulate the buying- or core experienceof the product or service
Three simple steps
1. Create an illusion (=it already exists) 2. Offer the illusion to potential customers3. Gather data about customer behavior4. Offer a fitting compensation
”How is that different from a pilot?”
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Product launch
PilotIdea
Pretotype
Prototype Market validation
Market validation
A new phase in product development
Idea Pretotype Validation
Proto-typePOC
ProductionLogistics
Marketing…
Launch
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60
80
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Ideas First gate* Slow failures Fast failures Successes
In the new world we still fail massively, but it is cheaper and more effective
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Old world New world
Ad *: Old world=Project approved. New world=Let’s preto!
“The tough part is getting over our compulsion for premature perfectionism and our desire to add more features, or content, before releasing the first version.
The tough part is getting our pretotypes in front of people, where they will be judged, criticized and – possibly – rejected.”
– Alberto Savoia
(Pretotyping) Culture
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jarosjak@flickr
Failure is insight!
Old world
Goal: ”Idea”-implementation
ImprovementsProductsServices
New world
Goal: To gain insight
What are your thoughts?
Keep in touch
Jakob [email protected]
www.linkedin.com/in/bruhnsCertified Pretotyper and Agile Swiss Knife
(PSM II, PSPO I, PSPO II, Professional Agile Coach)
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Appendix
The Pretotyping Toolbox
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Fake DoorMake the ”door” and see if anybody enters
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Fake Door Example: Whisky & cake?
”Is whisky a good companion for cakes?Try it yourself with a tasting where you’ll have six delicious cakes and six whiskies to accompany them...”
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Mechanical TurkLet a human replace complex technology
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Mechanical Turk Example: IBM speech-to-text
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PinocchioA non-functional product-substitute
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PinocchioExample: Wooden Palm Pilot with ”menu”
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ImpersonatorNew ”look/pay off” for existing product
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Pet
Mineral
Water
ImpersonatorExample: Tesla Roadster
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Minimum Viable Product – MVPFully functional core
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Minimum Viable
Minimum Viable Product – MVP Eample: Ipod-battery pack
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One Night Stand100% service, no scaled infrastructure
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One Night StandExample: RD’s flexlån
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Validation of use-scenarios
Valid
atio
n of
pur
chas
e One nightstand
MVP
Pinocchio
Fake door
Low High
High
Imperso-nator
Mechanical Turk
MVP or One Night Stand
Fake door, Pinocchio,
Impersonator
Ny medicin
Mechanical Turk
Loan
Beer
Bridge (if no ferry exists)
New category, e.g. juice w/ grain fibres
Medicine
Little Perceived Pain
Few
alte
rnat
ives
Man
y al
tern
ativ
es
Great Perceived Pain (by not getting the product)
Bringing your pretotype to the
market
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Executing a pretotype validation in the wild
1. Which part(s) of the pretotype would we like to validate?2. Who are the potential customers?3. Where can we find these customers ”in the wild”?4. How do we expose the pretotype(s) to the customers?
1. Are there any parameters that we wish to focus specifically on, like price, speed...? A/B pretotypes?
5. How do we gather data about the customers’ actions & interactions with the pretotype?
6. How do we compensate the customers that unknowingly participated?
Intrepreting the execution results
• New pretotype with more/new/changed dimensions• ”Approved”, go to next step in dev. proces
Well received
• New pretotype with more/new/changed dimensions• Redesign of parts that were not well received; new
pretotype
So-so received
• New pretotype with more/new/changed dimensions• Redesign of parts that were not well received; new
pretotype• Fast failure: Insight – choose new idea to pretotype
Badly received
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Sources
§ Pretotyping. Pamphlet from pree.to§ Pretotype It. Online, pretotyped book by Alberto Savoia, pretotyping.org§ Pretotyping@work, Online book by Jeremy Clark, pretotyping.org
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