How Steve Jobs/Apple Plan and Execute High Risk Projects

HEROES

Think Big and Different

ONE-PAGE ABUNDANCE PLAN
How Steve Jobs/Apple Plan and Execute High Risk Projects.
And How You Too Can Do It
A Workshop
For Simply
The Small Business Translate
University (SBU) The Vision of Your
on Dr. Rod King Lean Startup
October 10, 2012 Speaker, Consultant, Trainer, and Author on Into
(Version 1.12) “One-Page Abundance Planning” Reality
559-2486230
rodkuhnking@sbcglobal.net

For
Traditional
Lean Startup Projects
AP

&
Extreme
Lean Startup Projects

Welcome To
Multilevel
AP

Project
Management

“Don’t Think
Small
AP

And
The Same”

“Think Big
And
AP

Different”

A Startup
Is
A High Risk Project
Is
AP

An Experiment
Is
An Experimental Ecosystem

“Startups
Also Have
A True North,
A Destination in Mind:
AP

Creating
A Thriving and World-changing
Business”
Eric Ries
In His Book, “The Lean Startup”

What’s Your
AP

True North?

“Imagine a World of Nine Billion People
With
Clean Water, Nutritious Food,
Affordable Housing, Personalized Education,
Top-tier Medical Care, and
Non-polluting, Ubiquitous Energy.
Building This Better World
Is
Humanity’s Grandest Challenge.”
Peter Diamandis & Steven Kotler
In their Book, “Abundance: The Future is Better Than You Think”

One-Page Abundance Planning
Is a
Multilevel Project Methodology
That Involves
AP

Thinking Big and Differently
To Efficiently Overcome
Humanity’s Grandest Challenges

From a Descriptive Perspective,
Explains How
Nature (Organisms; Ecosystems),
All Organizations, and Startups
AP
Work, Experiment, Grow, and Prosper
As Well As Fail
Especially
Under Conditions of
High Risk and Uncertainty

From a Prescriptive Perspective,
Features a Multilevel Project Management Tool
(“One-Page Abundance Plan”)
That Visually Integrates
Best Practice Ideas and Tools for
Project Planning, Management, and Execution:
AP
 Entrepreneurship
 Business Planning
 Business Strategy
 Performance Management
 Creative Problem Solving
 Innovation
 Project Planning and Management
 Marketing

The Project Management Methodology
of
Involves
Two Macro-Steps:
AP

1. VISION (End): Create a Shared Vision of Abundance and/or
Infinite Shared Happiness.
2. PILOT-FULL SCALE-RENEW (Means): Quickly and Iteratively
Develop – Using a Learn-Prototype-Measure (LPM) Fitness
Cycle – a Customer Design Brief/Canvas as Well as a Natural,
Planned, and/or Disruptive Customer Ecosystem for Achieving
the Vision. Otherwise, Pivot.

DEFINITION OF “STARTUP”
“Think Big and Different”

ERIC RIES’S DEFINITION ROD KING’S DEFINITION
STARTUP STARTUP
“A startup is a human institution designed to “A startup is a living organism, organization,
create a new product or service under conditions ecosystem, or experimental project that aspires
of extreme uncertainty” to achieve a vision and deliver value in the face
of high risk and/or uncertainty”

a LEAN STARTUP (Interpretation)
DEFINITION Lean startup is a continuous
OF innovation, problem-solving, and
“STARTUP” project management methodolo-
gy that uses rapid evidence-based
(validation) fitness loops to
translate a risky project’s vision into reality

LEAN STARTUP ABUNDANCE STARTUP
Lean startup (innovation): “the application of “An Abundance startup is a lean startup that
lean thinking to the process of innovation” discovers and solves a Big Urgent Market
Problem (BUMP) such as how to transform
the lives of 1 billion customers in 10 years”
Copyright 2012. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing

An Abundance Startup or
Abundance Project is
An Extreme Lean Startup
That Focuses on
AP

Discovering and Solving
Big Urgent Market Problems
(BUMPs)

Also, an Abundance Startup or
Abundance Project is
An Extreme Lean Startup
That Aims
AP

To Positively Transform,
In 10 Years,
The Lives Of 1 Billion Customers

There are
3 Levels of Risks
In
An Abundance Project
AP
Vision Risk:
Customer Ecosystem

Strategy Risk:
Business Model

Tactical (Operational) Risk:
Product/Service/Value Chain

Every Abundance Startup
Is
A Living Organization or
An Ecosystem
AP

That Has “DNA”:
 D: Design
 N: Needs
 A: Aspirations

DNA OF ONE-PAGE ABUNDANCE PLAN: Logic and Structure of Ecosystem Project


The One-Page Abundance Plan Consists of a Stream of 9 Elements or Modules
That Are Summarized Using the Acronym, “SEMPORCES”:
S Suppliers/Inputs/Partners
E
E Employees/Culture/Brand/IP Upstream
(Design: How?)
C
M Machinery/Equipment/Infrastructure/Technology
AP Inside the Enterprise/
Supply Infrastructure
O
P Process/Strategy/Venture S
O Output (Product/Service) Y
R Retailers/Channels/Distributors/CRM Midstream
S
C Customers/Consumers
(Needs: What?)
Outside the Enterprise/
T
E Environment (Global)
Demand Infrastructure E
Downstream
S Shared Dream/Vision/Value/Profit/Experience (Aspirations: Why?) M
Effect or Value


HALL OF FAME FOR ONE-PAGE ABUNDANCE PLANNERS AND ACHIEVERS
One-Page Abundance Planning Comprehensively Explains and Models How People Create a World of Abundance

Steve Jobs Bill Gates Oprah Winfrey
Physical Abundance Physical Abundance Emotional Abundance

ONE-PAGE
ABUNDANCE PLANNERS
AND ACHIEVERS
Each Started With Vision of
A World of Abundance &
Charlie Chaplin Iteratively Built a Vibrant and Leonardo da Vinci
Emotional Abundance Sustainable Customer Ecosystem Intellectual Abundance

Sergey Brin & Larry Page Rev. Dr. Martin Luther King Jesus
Intellectual Abundance Spiritual Abundance Spiritual Abundance


ABUNDANCE DIAMOND
Where currently are you? Where must you go? How best must you get there?

Mission/Goal/Vision/Value Proposition/Job To Be Done:
………..…………………………………………………………………….……...
Physical
Abundance
10

8

6

4

2
Spiritual Emotional (Social)
0
Abundance Abundance

Intellectual
Abundance

Ideal Diamond of Abundance Worst Diamond of Abundance


LEARNING OBJECTIVE:
By the End of This Presentation,
You Should Be Able To Use The
Minimum Viable Product (MVP) of
AP

“Visionary”
One-Page Abundance Plan
For Your Business or Project

OVERVIEW OF PRESENTATION ON “ONE-PAGE ABUNDANCE PLAN”

THE ONE-PAGE ABUNDANCE PLAN

Part 1: WHY? AP Visionary
Plan

Part 2: WHAT? Strategic Plan

Tactical (Operational) Plan
Part 3: HOW?

Part 1
Visionary Perspective

WHY? AP

THE WHY OF “ONE-PAGE ABUNDANCE PLAN”


WHY I DEVELOPED WHY YOU SHOULD USE
THE “ONE-PAGE ABUNDANCE PLAN” THE “ONE-PAGE ABUNDANCE PLAN”
 CURIOSITY: Discover and Comprehensively Explain  SIMPLICITY: The One-Page Abundance Plan is Easier
The Model of Steve Jobs and Extraordinary Success to Understand and Interpret Than a Traditional
of Abundance Projects: iTunes; iPod; iPhone; iPad Business Plan Which Is Voluminous and Complex
 WASTE ELIMINATION: Reduce Risks as Well as the  TIME SAVINGS: The One-Page Abun-
High Failure Rate and Waste in dance Plan Takes Far Less Time to
Business Planning and Startup Projects Prepare Than a Traditional Business
Especially in High Technology a Plan; Iteration is Also Faster
THE WHY
 ALTRUISM: Help Create a World of OF  COST SAVINGS: The One-Page
Abundance and Infinite Shared “ONE-PAGE Abundance Plan Takes Lesser
Happiness Especially With Recent ABUNDANCE PLAN” Money and Effort to Prepare
Inspiration from Peter Diamandis and Than a Traditional Business Plan
Steven Kotler’s Book, “Abundance”
 SHARED UNDERSTANDING AND LANGUAGE:
 OPPORTUNITY FOR ACCELERATED ABUNDANCE: There Every Stakeholder is on the Same Page
is No Dedicated or Formal Methodology for Planning &
 VERSATILITY: The One-Page Abundance Plan Can
Managing Abundance Projects or Abundance Startups
Be Used as a Dashboard or Platform for Adaptively
 ALL-IN-ONE-TOOL FOR PLANNING AND MANAGEMENT: Documenting, Organizing, Analyzing, Managing
Use a Single Tool for Planning, Organizing, and Managing and Presenting Ideas in Any Project or Story.
Ideas Any Project , Story, Organization, Value Chain,  STUCKNESS ELIMINATION: (Lean) Startups
Business Model, or Customer Ecosystem  MAKE A DIFFERENCE IN THE WORLD

THE WHY OF AN “ABUNDANCE STARTUP (PROJECT)”

“Efficiently Discover and Solve
Big Urgent Market Problems
(BUMPs) AP

While Transforming the Lives of
1 Billion Customers
In
10 Years”

Part 2
Strategic Perspective

WHAT? AP

Is
A Multilevel Project Methodology
For
AP
Efficiently
Translating
Visions of Abundance
Into Reality

What’s Your
AP
Vision of Abundance?

DIAMANDIS’S 8 VISIONS OF ABUNDANCE

A WORLD OF ABUNDANCE & HAPPINESS
 Abundant Clean WATER
 Abundant Nutritious FOOD
 Abundant Affordable A P
HOUSING
 Abundant Top-tier MEDICAL CARE
 Abundant Non-polluting ENERGY
 Abundant Personalized EDUCATION
 Abundant GAMES/KNOWLEDGE/ENTERTAINMENT
 Abundant FREEDOM
Source: Based on Diamandis, P.H.; Kotler, S. (2012) Abundance.
New York: Free Press.

WHAT IS “ONE-PAGE ABUNDANCE PLAN”?

The One-Page Abundance Plan
Is
The Simplest, Fastest, and Funnest Tool
AP

For
Efficiently Translating
Visions of Abundance
Into Reality

THE REAL WHAT OF “ONE-PAGE ABUNDANCE PLAN”

What Really is the One-Page Abundance Plan?

Designer’s View: “End-Means” Diagram
AP
Analyst’s View: “Cause-Effect” Diagram

Knowldege Manager’s View: “Infinitely
Scalable Dashboard” for Documenting,
Organizing, and Managing Ideas as Well as
Risks in a Project

WHAT ARE LEVELS OF THE “ONE-PAGE ABUNDANCE PLAN”?

A Pyramid of Visual Templates for
the One-Page Abundance Plan
 Visionary One-Page Abundance Plan
AP
(Bird’s eye view: Big Picture)
 Strategic One-Page Abundance Plan
 Tactical One-Page Abundance Plan
(Worm’s eye view: Details)

Every
Is
AP

The Same Visionary
Plan

And Strategic
Plan

Tactical

Different Plan

“VISIONARY” ONE-PAGE ABUNDANCE PLAN  Past  Present  Future

CUSTOMER/CLIENT: ………………………………………………………………………………… Date:……………………………………
PAIN/PROBLEM/GOAL/NEED/JOB: ………………………………………………………………………………………………………………………

INTERNAL/EXTERNAL MEANS (TOOL) END
(Resources: People/Culture-Process/Strategy-Product/Service) (Value)
SHARED
DREAM/
VISION
ITENN

Prototype (Build) - Measure Learn


“STRATEGIC” ONE-PAGE ABUNDANCE PLAN: …………………………………..………………………………………

Client/Customer (Segment/Persona): …………..……………………..……………………………………………………………..……

PAIN/PROBLEM/NEED/GOAL/JOB: ………………….…………………………………………………. Date: …………..…………

PRESENT SYSTEM/EXPERIENCE VALUE TRANSFORMATION TOOL - FUTURE SYSTEM/EXPERIENCE
(Where currently are we?) Evolve, Explore, or Disrupt: What if … we (Where must we go?)
(Eliminate/Reduce/Increase/Create) Short/Medium/Long-term

(“RED OCEAN”)  Learn-Prototype-Measure (LPM) (“BLUE OCEAN”)
Fitness Cycle SHARED
DREAM/
 Value Proposition Factors/ VISION
Competitive Features/Criteria

CONSTRAINTS: (What are constraints/obstacles/barriers/problems that prevent full realization of future system/vision/
dream/Ideal Final Result (IFR)?

Zooming


“TACTICAL” ONE-PAGE ABUNDANCE PLAN  Past  Present  Future


D Design N Needs A Asp.

S E M P O R C E S

Suppliers/ Employees/ Machinery/ Process/ Output Retailers/ Customers/ Environ- Shared
Inputs/ Culture/ Technol./ Strategy/ (Product/ Channels/ Customer Rel. ment: Value
Partners Brand/IP Infra’ Venture Service) Distributors Management Global (Profit)

Prototype (Build) Measure Learn


ONE-PAGE ABUNDANCE PLAN: Overview of All Realities and Scenarios


PAST PRESENT FUTURE
SHARED DREAM/VISION/
Customer Ecosystem Customer Ecosystem Customer Ecosystem
VALUE/IDEALS/PROFIT



S E M P O R C E S

How? What? Why?

Part 3
Operational Perspective

HOW? AP

Focuses on Answering
4 Classic Planning Questions:

1. PRESENT: Where currently are we?
AP
2. FUTURE: Where must we go?
3. TRANSFORMATION: How must we get there?
4. CONSTRAINTS: What are constraints or obstacles?


Answering
The 4 Classic Planning Questions Of
Involves Use of the Scientific Experimental Process
As Well as Evidence-based Learning That is Reflected in
The Learn-Prototype-Measure (LPM) Fitness Cycle
AP
MEASURE

PROBLEM/
CUSTOMER
ECOSYSTEM
(Business Model;
PROTOTYPE Strategy/Value Chain; LEARN
(Build) Product/Service) (Insight/
Leap/Pivot)


Eric Ries’s Methodology of
Lean Startup-Project Management
- As Presented in His Book,
“The Lean Startup” -
Offers
AP

An Accelerated Learning Approach
For Efficiently
Planning, Managing, and Executing
Any High Risk Project

ONE-PAGE ABUNDANCE PLAN (Lean Startup)  Past  Present  Future


MEANS (TOOL: What? How? Resources: People/Culture-Process/Strategy-Product/Service)
(Iteratively Develop Natural, Planned, and/or Disruptive Customer Ecosystem)
END
LEAN STARTUP (LS) PROJECT MANAGEMENT
(Value/
 STEER: “BUILD-MEASURE-LEARN” VALIDATED LEARNING LOOP
Why?)
- Leap (Problem; Vision/Hypotheses/Value (Proposition))
 SHARED
- Test (Criteria for Problem; Minimum Viable Product(MVP))
DREAM/
- Measure (Actionable Metrics for Customer Growth)
- Pivot (or Persevere)
ITENN VISION
(Strategy/Business Model/Customer Ecosystem) - Start
- Define
 ACCELERATE: LAUNCH-SCALE - Learn
- Experiment
- Batch (Size/Version; Time/Cycle) Elimination of
- Grow (Engines of Customer Growth) Big Urgent
- Adapt (Adaptive Org./5 Whys) Market
- Innovate (Disruptive Inno.) Problems
(BUMPs)

Unique Summary and Template of Eric Ries’s Methodology of Lean Startup (LS) Project Management


AREAS OF APPLICATION OF THE ONE-PAGE ABUNDANCE PLAN


 Project Management  Business/Strategic Planning  Discovery-Driven Planning
 Business Development  Benchmarking  Customer Development (Stack)
 Product Development  Competitive Strategy  Lean Startup
 Service Development  Disruptive Innovation Strategy  Lean Thinking
 Personal/Team Development  Blue Ocean Strategy  Agile Development
 Spatial Development  Value Chain/Five Forces Analysis  Scrum Methodology
 Business Storytelling/Presentation  Competitive Intelligence

 Creative Problem Solving AREAS OF APPLICATION OF  Six Sigma Methodology
 Brainstorming THE ONE-PAGE ABUNDANCE PLAN  Business Process Improvement
 Scenario-making Use the One-Page Abundance Plan  Theory of Constraints
 Wargaming As  Root-cause Analysis/Modeling
 Conflict Resolution Project Management Worksheet or  Crisis/Subversion Management
 Value Engineering Template For Achieving Goals,  Risk Analysis and Management
Objectives, Strategies, Targets,
 TRIZ Methodology  Financial Management; Budgeting
Visions, and Missions of Projects

TARGETED DISCIPLINES
 Business Model Visualization,  Customer Ecosystem Visualization,
 Healthcare Development; Food
Analysis, and Improvement Analysis, and Improvement
 Software Development; Energy
 Business Model Innovation  Customer Ecosystem Innovation
 Housing; Finance; Coaching
 Value Innovation  Evolution of Customer Ecosystems
 Marketing and Branding
 Manufacturing; Education
 Abundance Startups and Projects


Example
Steve Jobs/Apple’s
AP

(Extreme Lean Startup Project)
For Classic iPod

Every Abundance Startup
Must
Begin Life
AP

As
A Lean Startup

THE THREE CULTURES OF ABUNDANCE STARTUPS

ABUNDANCE STARTUP

Culture (Focus; “Entry Points”)

WHY? AP
Visionary Right-Brain Focus
Lean Startup

WHAT? Total-Brain Focus
Strategic
Lean Startup

HOW? Tactical (Operational) Left-Brain Focus

Lean Startup

Steve Jobs
Was An Intuitive Practitioner
Of
AP

Or “Extreme Lean Startup
(ELS) Project Management”

STEVE JOBS’ APPROACH: One-Page Abundance Planning


“One of the things I’ve always found
is that
you’ve got to
start with
the customer experience
and
work backwards to the technology.”
Steve Jobs

VISIONARY ONE-PAGE ABUNDANCE PLAN  Past  Present  Future

CUSTOMER/CLIENT: High end Technologist-Artist (Luxury Spot) Date: 2001
PAIN/PROBLEM/GOAL/NEED/JOB: Reinvent the ecosystem experience of digital music players

INTERNAL/EXTERNAL MEANS (TOOL)
(Iteratively Develop – Using “Learn-Prototype-Measure (LPM) Fitness Cycle” – END
Natural, Planned, and/or Disruptive Customer Ecosystem (Value)
For Digital Music Player)
SHARED
DREAM/
VISION
ITENN For Music
Player:
 Put a Dent in
The Universe
 Create
Insanely Great
Customer
Experience

-

VISIONARY ONE-PAGE ABUNDANCE PLAN  Past  Present  Future


4 Phases of a Customer Growth Plan or Business Model Cycle
(Evolutionary Reality vs. Hypotheses) END
Customer Experience, Happiness, or Value

(Value)

Fault (Line) SHARED
DREAM/
VISION
= Delight/Pain

ITENN
Traditional/Hypothetical Ecosystem Demand
For Music
(Market, Industry, Enterprise, or Technology) Player:
 Put a Dent in
The Universe
 Create
Chasm Insanely Great
(Traction; Tipping Point; Customer
Product-Market Fit) Experience

Time
Infancy: Napster; Growth: Maturity: Decline: Walkman;
MP3-Flash Player MP3; MP3-CD Player CD; CD Player Vinyl; Stereo Deck

Evolution of Customer Ecosystem for MUSIC


APPLE’S ONE-PAGE LEAN STARTUP for iPod  Past  Present  Future


END
CUSTOMER DESIGN BRIEF/CANVAS for DIGITAL MUSIC PROJECT
Hypotheses/Assumptions for Big Urgent Market Problems (BUMPs) and Vision
 Most Valuable Customer (MVC): SHARED
List (Contacts): Persona of High-end Technologist-Artist DREAM/
VISION
 Customer Problem/Goal/Need/Job: Play and enjoy music anywhere, any time
ITENN
Top 5 Big Urgent Market Problems (BUMPs) of Existing Digital Music Players
For Music
Player:
- Big/Clunky Size of Music Players  Put a Dent in
- Complex Interface and Operations The Universe
- Inadequate Battery Life  Create
- Ugly Design/Aesthetic/Color Insanely Great
- Inadequate Storage for Songs; High Cost of Songs Customer
 Solution/Minimum Viable Product (MVP): Experience
Top 5 Features for Proposed Digital Music Player
- Small Size: Portable; Lightweight
- Simple Interface and Operations: Simplicity of Use; Seamless Music Experience
- Long Battery Life
- “Cool” Design/Aesthetic/Color
- Massive Storage for Songs: “1000 Songs in Your Pocket”; Low Cost of Songs

-

APPLE’S STRATEGIC ONE-PAGE ABUNDANCE PLAN

Client/Customer (Segment/Persona): High end Technologist-Artist (Luxury Spot)

PAIN/ROBLEM/NEED/GOAL/JOB: Reinvent the ecosystem experience of digital music players Date: 2001

PRODUCT (Eliminate/Reduce/Increase/Create) Short/Medium/Long-term
What if … we DISRUPT:
TRADITIONAL DIGITAL Eliminate: CLASSIC IPOD SHARED
• Usual control buttons; On-off switch; DREAM/
MUSIC PLAYERS
Traditional gray/black color VISION
Reduce: • Seamless music experience For Music
• Size/thickness; Weight; Complexity in • Thousand songs in your pocket Player:
usage; Learning curve; Manual  Cool design/form/useability  Put a
Big/Clunky/Ugly/Difficult-to-use/… Increase:  Simple and easy to use Dent in The
 CD Players • Price; Simplicity of use; Battery life;  Ultra-portable; Ultra-light Universe
 Flash Players Storage capacity; Functions/Form/Design  Enough skip protection  Create
 MP3-CD Players Create:  Long battery life Insanely
 Hard Drive Jukebox Players • LCD Screen; Packaging; Scroll wheel;  “Cool” & disruptive ads (on TV) Great
Illegal music download from Internet Fast download; Disruption/Unique Ads  Fast and legal music download Cust.
Exp.

Zooming


APPLE’S ONE-PAGE ABUNDANCE PLAN  Past  Present  Future


D Design Hypotheses N Needs Hypotheses A Asp.

S E M P O R C E S


OEMs CEO IT Infra- Obtain 2001 Apple Segments Competi- “Seamless
Mngt structure Higher Insanely Retail Technologist- tors/ Music
Record Staff Profit Great Stores; Artist Entrants/ Experience”
Companies Techno- (Margin) Digital apple.com (High-end) Comple-
Brand/IP logy Music mentors/ Cost; PAIN
iTunes Engage, Player: PR/ PROJECTS: Influen- Low
“Think Buildings Acquire, Media/ Crises/ cers/
Different” Revenue;
and Retain Classic Ads Problems Non-cus-
DELIGHT
(EAR) iPod * Clunky, tomers/
High
More (Features/ ugly, and PESTLIED
Profitable Price) complex Trends
Profit
Customers digital music CD Player
(Margin);
and (Product players Flash
VALUE
Partners Sale) * Inadequate MP3-CD
High
song storage Jukebox


ONE-PAGE ABUNDANCE PLAN (Metrics)  Past  Present  Future


D Design Metrics N Needs Metrics A Asp.

S E M P O R C E S

Metrics Metrics Metrics Metrics Metrics Metrics Metrics Metrics Metrics
Ideal

No. of No./Quality Type of No. of No. of No. of No. of No. of Customer
Suppliers/ of Team Technology Interviews Prototypes/ Channels Retentions Contacts/ Experience
Partners/ Members (Minimum Leads (Delight to
Contracts/ No. of Viable) Engage- No. of Pain Ratio)
Agreements No. of Iterations Product/ ment/ Referrals No. of
Major Level of Service No. of Influenc- Revenue
No. of Co- Insights Technology Iteration Prospects Net Promoter ers
creators Cycle/ Price of or Visitors Score (NPS) Cost
No. of Learning Product/ No. of
Capital Validated Time Service Pain/No. of Direct Revenue to
Investment Patents
Learning/ Acquisition/ Bugs/ Competi- Cost Ratio
External No. of Delight/ No. of Complaints/ tors/
Cash Burn and Internal Pivots No. of Registrants Big Urgent New Bus. Model
Rate Per Lessons Unique Market Entrants Analog
Month Learned Delivery Features Problems
Time (BUMPs) Insights
Customer Ecosystem Metrics

ACTUAL SALES CHART FOR EVOLUTION OF THE IPOD-ABUNDANCE PROJECT

Steve Jobs’ Question: Why and How to Compete Differently in the Universe of Digital Music Players?

Source: http://en.wikipedia.org/wiki/File:Ipod_sales_per_quarter.svg


APPLE’S FRACTAL S-WAVE FOR ECOSYSTEM INNOVATION
Classic Planning Questions: Where currently are we/they? Where must we/they go? How should we/they get there? What are constraints?

Customer Segment/Persona:
∞ Journey, Invisible Hand, or Fractal S-Wave of Innovation for Ecosystem …………………………………………...……………
(Supersystem/Economy/Value Network/Supply Chain/Market/ Customer Goal/Job To Be Done/Tool:
EXPERIENCE:
Industry Trends, Expectations, or Demand) …………….……………………………………….….
Shared Maturity
Happiness

(Experience =

Happiness =
3rd Wavelet of Innovation: CUSTOMER ECOSYSTEM Innovation
Value = +/- Growth (Ecosystem/Industry/Platform: Shared Value-focus)
= Examples: Digital Lifestyle - iPod; iPod Touch; iPhone; iPad
Delight/Pain
~
Revenue/Cost Birth 2nd Wavelet of Innovation: BUSINESS MODEL Innovation
= (Business Model/Marketing Engine: Scalable Revenue & Profit-focus)
Differentn/Cost Examples: Internet Software – iTunes; eStore; App Store
=
1/Trade-off)
1st Wavelet of Innovation: VALUE CHAIN (PRODUCT/SERVICE/ENTERPRISE) Innovation
(Value Chain/Product: Functionality, Quality, Simplicity, Differentiation, and/or Cost-focus)
Examples: Personal Computer; Printer – Apple I; Apple II; MacIntosh; iMac; Apple TV
∞
TIME

(Arrow of Time: Past/Present/Future)


Exercise
AP

For
[Your] Business or Project

“Think Big,
Start Small,
Scale Fast,
AP

And
Be Flexible”
Eric Ries

A Plan or Model
Is
A Scenario Containing
Hypotheses
AP

And
Assumptions
That Must
Continuously Be Validated

THE ABUNDANCE PROJECT CHALLENGE

The Challenge of Building an Abundance Startup
(Extreme Lean Startup: Billion-Customer Company)

Abundance Challenge
AP
Develop a One-Page Abundance Plan
(in terms of Long/Medium/Short-term Scenarios)
for Growing Your Company, Startup, or Project, in
10 Years (By 2022), Into a Company That Positively
Transforms the Lives of 1 Billion Customers


BIG URGENT MARKET PROBLEM (BUMP)

Does

The Project Involve
AP

Discovering, Validating, and Solving

A Big Urgent Market Problem (BUMP)?

ONE-PAGE ABUNDANCE PLAN (Charter)  Past  Present  Future



S E M P O R C E S

Partners/ Project Facility Business Solutions/ Online Customer/ Industry/ Impacts;
Alliances/ Sponsor/ Objectives Deliverables Client Sector Viability;
Co-creators Champion Competitive
Advantage
Technology
Project Offline Problems/ Scope Profit
Manager Start Date Needs/ (Margin);
Project Require- VALUE
Objectives ments/
Other Team Equipment/ Job-To-Be- External Cost;
Members Machinery Done Stakehold- PAIN (-)
Capital
End Date - Physical ers
Investment
- Intellectual
- Emotional Revenue;
- Spirital Investors DELIGHT (+)

Customer
Experience

Abundance Project Charter


VISIONARY ONE-PAGE ABUNDANCE PLAN  Past  Present  Future


INTERNAL/EXTERNAL MEANS (TOOL)
(Iteratively Develop – Using “Learn-Prototype-Measure (LPM) Fitness Cycle” – END
Natural, Planned, and/or Disruptive Customer Ecosystem) (Value)
SHARED
DREAM/
VISION:
ITENN



VISIONARY ONE-PAGE ABUNDANCE PLAN  Past  Present  Future


……………………………………. PROJECT: Customer Design Brief/Canvas
Hypotheses/Assumptions for Big Urgent Market Problems (BUMPs) and Vision
 Customer/Client: SHARED
List (Contacts) DREAM/
VISION
 Customer or Client Problem/Goal/Need/Job:
ITENN
Top 5 Big Urgent Market Problems (BUMPs) of Existing ……………………………………………….
-
-
-
-
-
 Solution/Minimum Viable Product (MVP):
Top 5 Features for Proposed ……………………………………………….
-
-
-
-
-



STRATEGIC ONE-PAGE ABUNDANCE PLAN: …………………………………..………………………………………

Client/Customer (Segment/Persona): …………..……………………..……………………………………………………………..……

PAIN/PROBLEM/NEED/GOAL/JOB: ………………….…………………………………………………. Date: …………..…………

(Eliminate/Reduce/Increase/Create) Short/Medium/Long-term

(“RED OCEAN”)  Learn-Prototype-Measure (LPM) (“BLUE OCEAN”)
Fitness Cycle SHARED
DREAM/
 Value Proposition Factors/ VISION
Competitive Features/Criteria


Zooming


OPERATIONAL ONE-PAGE ABUNDANCE PLAN  Past  Present  Future



S E M P O R C E S


Prototype (Build) Measure Learn


ONE-PAGE ABUNDANCE PLAN (Metrics)  Past  Present  Future


D Design Metrics N Needs Metrics A Asp.

S E M P O R C E S

Metrics Metrics Metrics Metrics Metrics Metrics Metrics Metrics Metrics
Ideal

No. of No./Quality Type of No. of No. of No. of No. of No. of Customer
Suppliers/ of Team Technology Interviews Prototypes/ Channels Retentions Contacts/ Experience
Partners/ Members (Minimum Leads (Delight to
Contracts/ No. of Viable) Engage- No. of Pain Ratio)
Agreements No. of Iterations Product/ ment/ Referrals No. of
Major Level of Service No. of Influenc- Revenue
No. of Co- Insights Technology Iteration Prospects Net Promoter ers
creators Cycle/ Price of or Visitors Score (NPS) Cost
No. of Learning Product/ No. of
Capital Validated Time Service Pain/No. of Direct Revenue to
Investment Patents
Learning/ Acquisition/ Bugs/ Competi- Cost Ratio
External No. of Delight/ No. of Complaints/ tors/
Cash Burn and Internal Pivots No. of Registrants Problems New Bus. Model
Rate Per Lessons Unique Entrants Analog
Month Learned Delivery Features
Time Insights
Customer Ecosystem Metrics

ONE-PAGE ABUNDANCE PLAN (Targets)  Past  Present  Future


D Design Targets N Needs Targets A Asp.

S E M P O R C E S

Targets Targets Targets Targets Targets Targets Targets Targets Targets

Customer Ecosystem Targets


ONE-PAGE ABUNDANCE PLAN (Risks)  Past  Present  Future


D Design Risks N Needs Risks A Asp.

S E M P O R C E S

Risks Risks Risks Risks Risks Risks Risks Risks Risks

Customer Ecosystem Risks


ONE-PAGE ABUNDANCE PLAN (Pivots)  Past  Present  Future



S E M P O R C E S

Pivot Pivot Pivot Pivot Pivot Pivot Pivot Pivot Pivot

 Techno-  Zoom-in  Channel  Customer  Value
logy Pivot Pivot Pivot Segment Pivot Capture
Pivot

 Platform  Zoom-  Engine of  Customer  Business
Pivot out Pivot Growth Need Pivot Architec-
Pivot ture Pivot

Based on: Eric Ries’s Book, “The Lean Startup”

HEROES

Think Big and Different

THANKS
FOR YOUR ATTENTION
Dr. Rod King
Speaker, Consultant, Trainer, and Author on
“One-Page Abundance Planning”
559-2486230

ABOUT THE PRESENTER
AP

THE PRESENTER
“Think Big and Different” HEROES
Dr. Rod King, Inventor of One-Page Abundance Planning

 B. Eng. (Hons) in Civil Eng.
 Speaker & Consultant on  Founder and former CEO of
 Master of Infrastructure Planning
 “One-Page Abundance Planning” Galaxy IT, Inc., a venture-financed
 Ph.D. in Regional Dev. Planning
 “One-Page Abundance Plan” visual search engine business
 Postgraduate Certificate in
 “Abundance Project Dashboard”  Major contributor on creativity to
Advanced Academic Studies
 “Universal Theory of Abundance” the multi-author book, “Research
 Over 20 years of experience in
 “One-Page Lean Startup” Methods for Postgraduates”
creative problem solving for
 Author of “Underdog to TopDog”  Former Lecturer
multi-disciplinary projects
Founder of the Wisdomsourcing
Inventor of over 40 Power Tools for
Group, an online Global Think Tank
for collaboratively improving
Facilitating work in the areas of
customer experiences and resolving
 Abundance Project Management
tough dilemmas
 Value Chain/Product Innovation
Organizer & Coordinator of Wisdom-
 Business Model Innovation Dr. Rod King, Inventor of sourcing survey involving over 200
 Customer Ecosystem Innovation One-Page Abundance Planning professionals from over 30 countries
Inventor of “The Fractal Grid”  Inventor of first software that
CONTACT
This technology, which has US and wholly invents magic tricks
International patent-pending, can be  Inventor of several magic tricks
Dr. Rod King: California, USA
used for visually organizing and  Author of “Trickanalyzing the
Cell: (559) 248-6230
prioritizing massive amounts of Close-up Magic of David
information such as in search Copperfield” & several articles
engines, social networks, and  Winner of several championships
http://twitter.com/RodKuhnKing
One-Page Abundance Planning in chess and table-tennis

ABOUT ROD KING

Prof. Dr. McSam Dixon-Fyle Beth Bridges
DePauw University Chief Networking Officer,
Clovis Chamber of Commerce
Dr. King is one of the most innovative thinkers around today,
with great capacities at conceptualizing phenomena in Rod has the unique skill of being an extremely deep and
unfamiliar terrain, and proffering new approaches to the detailed thinker who can create simple, visual concepts
solution of some of our most intractable societal challenges. that give the layperson a confident place to stand. I feel
His gift in moving the mathematically abstract into the smarter just listening to him ... because I have these big
empirical realm is uncanny, and his devotion concepts that I can use as a framework
to cutting-edge, yet society-friendly, a
ABOUT ROD KING for more and more detailed thinking.
innovation is his burning passion. I'm very glad that he will be using his
In all this, he wears his learning very lightly, Inventor of ideas to help small to medium
and makes research and development businesses grow and thrive.
“One-Page
a fun-filled activity.
Abundance Planning”

Real-life EXPERIMENT
On
An Abundance Startup:
VDD University
AP

For
Lean Startup
Project Management
http://businessmodels.ning.com

“Abundance
And
Insanely Great
Entrepreneurship Experience
AP

For
1 Billion Startups In
10 Years”

VDD UNIVERSITY FOR LEAN STARTUP PROJECT MANAGEMENT
http://businessmodels.ning.com

AP


MEASURE

PROBLEM/
AP
CUSTOMER
ECOSYSTEM
(Business Model;
PROTOTYPE Strategy/Value Chain;
LEARN
Product/Service)
(Build) (Insight/
Leap/Pivot)


INITIAL PROBLEM HYPOTHESIS: Root-Cause of Failure in High Risk Projects

The Big Urgent Market Problem (BUMP)
Involves
Inadequate Tools
AP

For
Organizing Ideas and Managing Risks
In Projects

INITIAL SOLUTION HYPOTHESIS

A Big/Worldwide Market of Projects
Urgently Needs
A Simple, Fast, and Versatile Tool AP

For
Organizing Ideas and Managing Risks
In (Lean Startup) Projects

Visionary ONE-PAGE ABUNDANCE PLAN  Past  Present  Future
VDD University for Lean Startup Project Management
CUSTOMER/CLIENT: Abundance (Big) Thinkers, Leaders, Entrepreneurs, Project Managers; Startups Date:……………………
PAIN/PROBLEM/GOAL/NEED/JOB: High project risk/failure: inadequate tools for organizing ideas and managing risks in projects


S E M P O R C E S

Partners/ Project Facility Business Solutions/ Online Customer/ Industry/ Impacts;
Alliances/ Sponsor/ Objectives Deliverables Client Sector Viability;
Co-creators Champion Competitive
Advantage
Technology
Project Offline Problems/ Scope Profit
Manager Start Date Needs/ (Margin);
Project Require- VALUE
Objectives ments/
Other Team Equipment/ Job-To-Be- External Cost;
Members Machinery Done Stakehold- PAIN (-)
Capital
End Date - Physical ers
Investment
- Intellectual
- Emotional Revenue;
- Spirital Investors DELIGHT (+)

Customer
Experience

Project Charter for VDD University


Visionary ONE-PAGE ABUNDANCE PLAN  Past  Present  Future
VDD University for Lean Startup Project Management
CUSTOMER/CLIENT: Abundance (Big) Thinkers, Leaders, Entrepreneurs, Project Managers; Startups Date:……………………
PAIN/PROBLEM/GOAL/NEED/JOB: High project risk/failure: inadequate tools for organizing ideas and managing risks in projects

END
VDD UNIVERSITY FOR EXTREME LEAN STARTUPS
(Value/
 STEER: “BUILD-MEASURE-LEARN” VALIDATED LEARNING LOOP
Why?)
- Leap (Problem; Vision/Hypotheses/Value (Proposition))
 SHARED
- Test (Criteria for Problem; Minimum Viable Product(MVP))
DREAM/
- Measure (Actionable Metrics for Customer Growth)
- Pivot (or Persevere)
ITENN VISION:
ABUNDANCE &
(Strategy/Business Model/Customer Ecosystem)
Insanely Great
Entrepreneurship
 ACCELERATE: LAUNCH-SCALE Experience
- Batch (Size/Version; Time/Cycle) For
- Grow (Engines of Customer Growth) 1 Billion
- Adapt (Adaptive Org./5 Whys) Startups in
- Innovate (Disruptive Inno.) 10 Years

The Operational “STEER” and “ACCELERATE” Steps of One-Page Abundance Planning
Are Based on: Eric Ries’s Lean Startup Book & Methodology

ONE-PAGE ABUNDANCE PLAN (S-Wave)  Past  Present  Future


4 Phases of a Customer Growth Plan or Business Model Cycle
(Evolutionary Reality vs. Hypotheses)
Customer Experience, Happiness, or Value

Fault (Line) SHARED
DREAM/
VISION:
= Delight/Pain

ITENN
Traditional/Hypothetical Ecosystem Demand
Ideal Final
Result
(Market, Industry, Enterprise, or Technology) (IFR)
Requirements
for
Insanely Great
Chasm Customer
(Traction; Tipping Point; Experience
Product-Market Fit)

Time
Infancy Growth Maturity Renewal
(Prototype) (Optimize) (Scale) (Renew)

Angel Funding Seed Funding Venture Funding
(Up to $100,000) ($100,000-$1M) ($1M-$5M)


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