How to do lean planning
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Transcript of How to do lean planning
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Aloha.
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@farrahbostic
#planningness
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i’ve been a...
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i’ve been a... copywriterwebsite makeraccount plannerbrand strategistqualitative researcherinnovation specialistentrepreneur
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This place pays me to be a Group Planning Director
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But what I do is make digital things for clients...
that are increasingly centered on mobile & social
experiences.
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I’m a little bit of an adland nerd.
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I’m a little bit of an adland nerd.
So bear with me.
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Adland 1.0: Persuasion & Positioning
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Adland 2.0: Culture & Emotion
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Adland 3.0Participation
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Adland 4.0?APIs
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LEGO: They give you the parts, you decide what to make
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Apple: A tightly controlled product & brand that you can
project yourself onto
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Think of brands as APIs, & platforms as middleware
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How do we create API-like things for the
brands we serve?
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Our business: Ads.
Commissioned by clients.
Designed by agencies.
Executed by vendors.
We know what they’re for.
We know when they’re over.
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A quick horror story.
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http://anjalir.wordpress.com/2011/04/12/sxsw-in-retrospect-the-last-of-the-launch-and-leave-ems/
“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
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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!
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What we’re going to do together
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What we’re going to do together
While I’m blathering on...
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What we’re going to do together
While I’m blathering on...
Think about a problem you have.
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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.
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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.
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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.
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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.
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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. :)
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What we’re going to do together
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What we’re going to do together
Then we’re going to vote on those ideas.
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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.
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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.
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What I promised...
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What I promised...
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But then...
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But then...
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But then...
3,377 hits so far
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So. No “insights”.
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Anyway...What is lean?
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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
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Well, when you put it that way...
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Requirements
Design
Implementation
Testing
Maintenance
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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
The results for start-ups:
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Seem familiar?Client Brief
Research
Creative Brief
Creative Development
Production
Media!
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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
The results for agencies:
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“The best place to get started making things is to solve your own problems.”
http://www.slideshare.net/nbrier/thinking-about-innovation
Noah Brier, Percolate
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So, where are the lean agencies?
http://theleanstartup.com/
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Can there be only one?
http://www.madebymany.com
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Lots of people are talking about it...
Google #Firestarters:
Agile Planning
Do Agencies Need to Think Like Software
Companies?
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But they can start to sound like this.
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Prototype!Iterate!#Buildshit!
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Creative Briefs?
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We have an ownership problem.
The client owns the brand.
Accounts owns the client.
Planning owns the brief.
Creative owns the idea.
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Client Brief
Research
Creative Brief
Creative Development
Production
Media!
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Client Brief
Research
Creative Brief
Creative Development
Production
Media!
The creative brief is a
by-product of this process.
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“Stop communicating products & start making communication products.”
http://www.slideshare.net/garethk/postdigitalbriefs2-august-2010
Gareth Kay, Goodby
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The brief is not the product.
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The brief is not the product.
The campaign is the product.
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You can’t do it alone.
Planners, like start-up founders, can’t do it all themselves.
You need co-founders.
Creative and technical co-founders.
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Remember.
Our product is the campaign.
Our economic buyer is the client.
Our end user is the customer.
So we have to design with both in mind.
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What’s a lean brief?
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What’s a lean brief?It’s not just ‘quick to make & quick to change’
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Let’s focus.
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Let’s focus.
The problem facing a lean planner is not ‘what about the creative brief’?
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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?’
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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?’
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Learning.Understanding.
Empathy.
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Prototyping. Testing.
Discovery.
“Existing companies execute business models, while startups search for a business model.”— Steve Blank
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http://www.startuplessonslearned.com/
“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!
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Customer DiscoveryWith thanks to Steve Blank
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The client brief is just one input to campaign model
seeking.
It’s not the Bible.
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5 steps
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Step 0
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Get buy-in.
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Get buy-in.
Together with clients, we start with setting a mission - why are we about to spend all this money?
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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.
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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.
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Step 1
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Start guessing.
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Start guessing.
Again, with clients, we generate hypotheses.
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Start guessing.
Again, with clients, we generate hypotheses.
About who the customer for this product or brand is.
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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.
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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
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Write your guesses down.
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Write your guesses down.
About your customer and their problem or desire.
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Write your guesses down.
About your customer and their problem or desire.
About what to make (the campaign).
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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.
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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.
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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.
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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.
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Step 2
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Get out of the building.
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Talk to people.
Not a lot. 5-10.
Not in a facility.
Not through a recruiter.
Not the perfect ‘respondent.’
This ain’t market research, so we don’t have to be
science-y.
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In fact...
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In fact...
After 3 people, prioritize your top 3 issues or questions.
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In fact...
After 3 people, prioritize your top 3 issues or questions.
After 5 people, start asking new questions.
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In fact...
After 3 people, prioritize your top 3 issues or questions.
After 5 people, start asking new questions.
This isn’t about approval.
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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.
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Step 3
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Be honest.
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Be honest.Are these really your
customers?
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Be honest.Are these really your
customers?
Is their problem really painful, or their desire really strong?
Does it even exist?
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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?
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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?
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A reality check.
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A reality check.
Talk to your co-founders.
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A reality check.
Talk to your co-founders.
Do you need to seek other customers that are a better fit?
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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?
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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?
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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?
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Step 4
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Repeat.
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Repeat.
Learn
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Repeat.
Build
Learn
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Repeat.
Build
Measure
Learn
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Campaign Model Generation
With apologies to Business Model Generation
http://www.businessmodelgeneration.com/
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Remember: It’s our job to
seek the campaign model
With as little waste as possible.
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http://thestartuptoolkit.com/http://www.businessmodelgeneration.com/
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http://thestartuptoolkit.com/http://www.businessmodelgeneration.com/
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http://thestartuptoolkit.com/http://www.businessmodelgeneration.com/
Our client’s customers, prospects, and their influencers or gatekeepers
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http://thestartuptoolkit.com/http://www.businessmodelgeneration.com/
Our client’s customers, prospects, and their influencers or gatekeepers
Solving a problem
Satisfying a need
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http://thestartuptoolkit.com/http://www.businessmodelgeneration.com/
Our client’s customers, prospects, and their influencers or gatekeepers
Solving a problem
Satisfying a need
Branded experiences & utilities
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http://thestartuptoolkit.com/http://www.businessmodelgeneration.com/
Our client’s customers, prospects, and their influencers or gatekeepers
Solving a problem
Satisfying a need
Branded experiences & utilities
People
Software & APIs
The client’s product or brand equity
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http://thestartuptoolkit.com/http://www.businessmodelgeneration.com/
Our client’s customers, prospects, and their influencers or gatekeepers
Solving a problem
Satisfying a need
Paid, earned & owned media
Distribution & sales
Branded experiences & utilities
People
Software & APIs
The client’s product or brand equity
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http://thestartuptoolkit.com/http://www.businessmodelgeneration.com/
Our client’s customers, prospects, and their influencers or gatekeepers
Solving a problem
Satisfying a need
Time, place & tone
Interactions & touch-points
Paid, earned & owned media
Distribution & sales
Branded experiences & utilities
People
Software & APIs
The client’s product or brand equity
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http://thestartuptoolkit.com/http://www.businessmodelgeneration.com/
Our client’s customers, prospects, and their influencers or gatekeepers
Solving a problem
Satisfying a need
Time, place & tone
Interactions & touch-points
Paid, earned & owned media
Distribution & sales
Branded experiences & utilities
People
Software & APIs
The client’s product or brand equity
Freelancers
Production Houses
Media publishers
Clients
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http://thestartuptoolkit.com/http://www.businessmodelgeneration.com/
Our client’s customers, prospects, and their influencers or gatekeepers
Solving a problem
Satisfying a need
Time, place & tone
Interactions & touch-points
Paid, earned & owned media
Distribution & sales
Branded experiences & utilities
People
Software & APIs
The client’s product or brand equity
Freelancers
Production Houses
Media publishers
Clients
Pass-through costs
Salaries & operating expenses
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http://thestartuptoolkit.com/http://www.businessmodelgeneration.com/
Our client’s customers, prospects, and their influencers or gatekeepers
Solving a problem
Satisfying a need
Time, place & tone
Interactions & touch-points
Paid, earned & owned media
Distribution & sales
Branded experiences & utilities
People
Software & APIs
The client’s product or brand equity
Freelancers
Production Houses
Media publishers
Clients
Pass-through costs
Salaries & operating expenses
Client pays for strategy, development, implementation, media/hosting, testing and iteration
What if you could invent new revenue streams for your agency or client?
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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.”
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Prototype & Iterate
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What’s a prototype?
It’s not a finished product.
It can be a drawing.
Or a description.
It’s enough for people to react to.
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Why prototype?
Because, otherwise, we’re still just guessing.
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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...
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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.
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A note on pivots
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Lean Pirates & Agile Ninjas talk about ‘pivoting’ a lot
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Pivoting isn’t a goal.It’s a necessity.
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It happens when you’ve done all you can with the 1st idea.
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And you make the intuitive leap to a better one.
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Where does this intuition come from?
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Empathy & Discovery.
Planning!
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Empathy & Discovery.
Learn
Planning!
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Empathy & Discovery.
Build
Learn
Planning!
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Empathy & Discovery.
Build
Measure
Learn
Planning!
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Mahalo.
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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?