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Design Your Way 
to 
Product/Market 
Fit 
@cwodtke 
www.eleganthack.com
Photo credit: SDASM Archives
Photo Credit: Nationaal Archief
Rachleff's Corollary of Startup Success via 
pmarca.com 
The only thing that 
matters is getting to 
product/market fit.
Could you get 
to 
product/market 
fit in one 
week?
IMG 
COPENHAGEN
16 week Lean 
Launchpad 
class in 1 
week
THEY DID IT
A PLAN FOR 
TUITION
What makes 
designers 
effective?
DISTRIBUTED 
COGNITION 
Photo: woodleywonderworks
DESIGNERS 
THINK WITH…
HANDS
POST-ITS
WALLS
•Frees up memory 
•Allows you to see 
connections 
•Share insights & 
understanding
You can get 
insights for 
product/market fit 
with 3 techniques
1. 
FRAGMENTING 
AND FREELISTING
Why? 
Make 
information 
modular in 
order to 
recombine
EXERCISE 
• Get out your post its 
• List everything you like 
about travel 
• 1 item per post-it
EXERCISE 
• Get out your post its 
• List everything you HATE 
about travel 
• 1 item per post-it
2. CHUNKING 
INTO AFFINITY GROUPS
How? 
• Put idea with like ideas 
• No rules, just seek 
patterns 
• remix
Play with possible models 
Relationship 
to other data 
Credit: Steve Portigal
Play with possible models 
Frequency 
Credit: Steve Portigal
Play with possible models 
Timeline 
Credit: Steve Portigal
Play with possible models 
The 2 x 2 
Credit: Steve Portigal
Example: PAIN/GAIN matrix 
• Get out the pain/gain matrix 
• TOGETHER with a neighbor, 
map post-its against the 
matrix
PATTERNS?
OPPORTUNITIES 
?
Why? 
Discover 
unexpected 
insights in the 
data 
Photo credit Eirik Newth
3. MAPPING 
TO FRAMEWORKS
What is 
a frame 
work? 
A scaffold for 
thinking about 
a problem
How? 
• Select a framework 
• Map post-its against it 
• Do more 
research/freelisting to fill in 
blanks
Why 
Frameworks 
? 
Discover 
hidden 
patterns 
Photo credit Marc Phu
Why 
Frameworks 
? 
Find missing 
areas of inquiry 
and fill them 
in. 
Photo credit Marc Phu
EMPATHY 
MAP 
Adrian Howard https://www.flickr.com/photos/adrianhoward/8710477211/in/photolist-9zsm7U-9zsoeo-9zsmo3-9zpnNe-aKVQVM-ob4zF5-5wrz1p-egHtpz- 
9zpqGM-9zsooJ-9zspTN-9zpqa2-9zspL9-9zskPA-9zskZd-bJ5qVx-opHAHj-psEPoY-c3gTjN-ebVuVA-9H7uru-ebPQrT-egHuq4-77aN2N-brpNWc
Design Your Way to Product/Market Fit
MORE 
FRAMEWORK 
S FOR YOU
MENTAL 
MODELS
User needs 
go here 
Offerings 
goes here Opportunities! 
Credit: Indi Young
Photo credit: Indi Young
PARTICIPATOR 
Y ROADMAP 
Learn more at eleganthack
Design Your Way to Product/Market Fit
Design Your Way to Product/Market Fit
You know 
this one…
Design Your Way to Product/Market Fit
Freelist 
your points 
Chunk them 
into themes 
Map them to 
a story arc! 
Photo taken at Duarte Workshop
Your 
meeting?
Get up! 
Use the walls! Photo credit: Kevin Hoffman
Remember 
1. Fragmenting + 
2. Chunking + 
3. Mapping
= INSIGHTS!
Learn More: 
Classes Books 
THE CREATIVE 
FOUNDER 
At Stanford CE. & 
General 
Assemb.ly 
http://www.eleganthack.com/c 
ategory/speaking/ for more 
info
THANK YOU 
@CWODTKE 
WWW.ELEGANTHACK.COM

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Design Your Way to Product/Market Fit

Editor's Notes

  1. When I was getting ready to pitch my first startup, I had a meeting with a “friendly” VC, the brother of a pal of mine. He told me a story I can never forget. He asked me if I really wanted to raise money. He said, a startup is like a new kind of plane. your big struggle is to get your plane off the ground. It may take awhile to get it to even run, and to get it to get lift. When you take money, suddenly you have a runway. (I bet you wondered where the term runway came form? Perhaps from my pal) And, he said, at the end fo that runway is some really tall trees. So you have to be going fast enough and everything working or you don’t clear those trees. If you are bootstrapping, and you can’t get velocity, you can always slow down, turn around, fix the problem and go again. But once you take money, well, the VC is going to want to you try for takeoff no matter how sure you feel…. https://www.flickr.com/photos/sdasmarchives/12640916783/in/photolist-mLqyDD-9Ejegr-oumoBq-9EmekU-9EnpnU-bWgQaE-aiFdeC-9EmWyG-7ZAuGp-d1rvxY-8phfrg-kg31a6-dHE9jL-d1rwL5-mLqwx6-dk4WwE-e5d7RK-7ZAq9r-d1rxvs-bcmj3i-aiFNaC-fZNQ78-7XoKtA-7WWdTC-dV8FfY-9Emegf-8nP1aV-ecurDB-9EmR37-7ZAqfZ-7WSJnE-eejxR6-mLvj1b-dYR4Dy-9Enmk7-7ZDEZb-7ZDAAb-d1rvzW-dV2o3V-7XiYYz-dk3A8M-7ZCAsm-cyk9es-cmjxBb-e1H8vb-dk3ptZ-7ZAqov-aBQzeX-evTMVL-7Zntat
  2. And this doesn’t always end well. The reality is, if you’ve got a startup, time is your enemy. You are running out of money and your competition is breathing down your neck. https://www.flickr.com/photos/nationaalarchief/3018262533/in/photolist-5AHoic-5qcQAo-cA7iqb-77pxWi-5qcShf-4Trqvq-d1zLy7-aiCqgx-5TyDbW-77pxRX-dk33FP-aiCq8r-8agRrU-aiFdSG-7Xksmk-djL8wx-9Q2qSc-77pqzi-dk59fj-4idfpS-pmudLY-c9wKUN-c9wL27-8m5Hh9-8phfJv-fuozat-61CimS-cc8nHy-gc8gqW-hySEHr-7DL1mN-8m2xo4-e4A8HQ-do6HPD-do6HRX-8m2xii-nQGhJx-7ZanHM-e7XQDy-e4umwi-dhZSb4-8m2xoF-mwvcNK-77tmfS-dk2WuF-hw2ioJ-8m2xS4-89fPz6-fZNiy5-fZNq8D
  3. This your only hope. If you’ve got product market fit, you can raise more money. You might not even need to raise more money.
  4. I was asked to teach entrepreneurship in Copenhagen at CIID
  5. https://www.flickr.com/photos/wwworks/210593812/in/photolist-jBmcN-9beqom-7tJ1ER-5XyiQ7-9uQJsx-bqJUwJ-k6TeEL-9pTDfn-4kRSFb-aatB6j-5Sqz9E-9pXben-dmqHrd-5eq4ou-6RBC5s-4SpuB2-9mLVdK-7rsp8U-6WRDfD-5iMrou-5x6wgD-avPV1s-dmpTWx-8PECds-avMd6i-dWxfwR-avPNJA-LS3YV-avMcyx-9rFM9F-3KyCxf-juRNKh-juRMWo-avQ8q7-avQ1Z7-6uMkoe-bqGoCC-7m1pp2-aWi8m-aHM6Li-pSdKNK-7nrody-9FGUJr-6TVGG-4FoTom-644Ln2-fTQpp-dRsLkh-cPKBK-k1H7g
  6. https://www.flickr.com/photos/kaibara/4482548444/in/photolist-2GmX1-9y3cg8-iG8d4f-awv5gi-5mwyBi-7ztVjs-7Q7eu1-2shyzK-7EGXfp-747eSA-7LBeeM-5SyWCC-6z5DPj-9qQCXp-edv3ed-7FCbzW-8DtSfu-awxDb9-cNzxdh-bznr1u-bznoPG-5VkEFn-ag6rQQ-5tvJKC-awxN49-uq8MA-95MgVo-eVHyf2-9mdC8g-bxUXhS-nBvsYq-64uGs6-bNyaD6-bLPf26-7AT4rp-bLPdd2-7vdRu-dqBy11-6aYkZp-8aDmE1-akiAvP-bo5UXr-o3shDK-6ZdEEx-5Us2wx-5d92QM-8T8qYG-F27NS-6ZhEFb-gXoAY6
  7. Benefits include working with individual aspects of complex systems, obtaining information about inner structures, revealing hidden information and patterns https://www.flickr.com/photos/bdesham/2432400623/in/photolist-4GWFXM-bN8fiD-bxTeiW-nSfShi-a1gXu6-7EoLZF-cD7Gsy-bnnin4-biKE3B-6N44Ay-bQvggp-nUiZpi-9ff7LL-7FK1bV-pdBRWJ-7ZYuSQ-bPvScR-5ahnX8-nA4Sba-67rTzo-bPvSbv-4JwoVJ-biKDq8-bod1S7-av4ne5-ptWbJU-bQc1fK-bwsn5n-9KCchQ-bvSHai-n6gDh-9r8Sn5-biKD84-8VGBoG-ddarfm-746b7-AoFtn-jk5dq-9r5U1V-bBhm5G-pMdyde-9r7zfL-9r9m93-91GcYS-bQc1hv-5UnNBn-cgCuuh-bBhkMJ-8Vsd5C-8iJLLV
  8. 2 min
  9. 2 min
  10. https://www.flickr.com/photos/17997843@N02/8651071224/in/photolist-ebt15q-8QrR5h-eR12Nw-7NUn5t-9jp2qo-66ZpCP-6avTUt-9fk12B-9x1tCJ-84oFpD-pSVrgU-5wbNKZ-4ptr4t-4kUbmW-4VeWPL-4xG9eW-8T1Fk8-dSsTKs-4QncQB-74grSb-711K5g-5bypdv-PoVBt-avxWed-7MiKd-ho2T-81L4B2-4pxGg9-cN3ZNf-5rMwqS-7w5g5c-24tG8K-2aiLHa-61m23G-5VdMoF-3VCHM-EENAj-5UuR9Y-5Dboa3-ek9yPX-dhHCx9-5ty84v-6huwa4-dsGThR-gE6o8-cvoPX-4sfHWp-pGCmp-q1JfN-awXoQj
  11. 8 minutes
  12. Discussion slide here
  13. Reducing burden on long term and working memory, grouping related information, discovering patterns and interrelationships, storing information as a chunk to retreive https://www.flickr.com/photos/eiriknewth/238679888/in/photolist-n6idu-bQu5TH-91D5NX-oRSD1p-a1jJsA-dgLmhm-btsp9A-aT33uK-9VX5vp-iwtF3-bQu5W4-8VJod7-8iW9ZH-biKDJV-9r8z1N-bPvRXH-6x8vSa-yZsKx-9r4L6e-7U3wh7-jH4tBF-bNmr8X-n6qhz-8Vsd2h-bQu5NV-bBzp9s-8VXB6o-9u72bL-bKQmnk-f8qkVQ-bztp1U-4fuqn5-dgLkk8-5cenX-n6iEp-97dc69-8VGCu1-bzyUxf-nDy3yt-7vJSJD-b6LMj6-dgLkv7-n6nyo-7vLqos-2nniXv-9qZXg9-ch89vd-dW9nXA-anzmZN-6TPy5b Lego City:The people of Oslo were asked to build their city of the future, using white Lego bricks. The result was stunning.
  14. https://www.flickr.com/photos/17997843@N02/8651071224/in/photolist-ebt15q-8QrR5h-eR12Nw-7NUn5t-9jp2qo-66ZpCP-6avTUt-9fk12B-9x1tCJ-84oFpD-pSVrgU-5wbNKZ-4ptr4t-4kUbmW-4VeWPL-4xG9eW-8T1Fk8-dSsTKs-4QncQB-74grSb-711K5g-5bypdv-PoVBt-avxWed-7MiKd-ho2T-81L4B2-4pxGg9-cN3ZNf-5rMwqS-7w5g5c-24tG8K-2aiLHa-61m23G-5VdMoF-3VCHM-EENAj-5UuR9Y-5Dboa3-ek9yPX-dhHCx9-5ty84v-6huwa4-dsGThR-gE6o8-cvoPX-4sfHWp-pGCmp-q1JfN-awXoQj
  15. https://www.flickr.com/photos/marc0047/3646709081/in/photolist-6yfkyv-6yecHR-6yiks7-6kRm9k-6kRm7x-6yfkCP-6yisCS-6yikUA-6yed6e-6yfkmv-6yedrr-6yjssf-6yfkcM-6yedw4-6yed2v-6yikzE-6yecCR-6yikdw-gB1UY-a2V1WS-azxPLq-dYmLND-buo7zB-8ixZk2-D3LnV-6yejPR-6yisw9-6yejLa-6yjsRb-6yisdN-7EUqHX
  16. https://www.flickr.com/photos/eiriknewth/238679888/in/photolist-n6idu-bQu5TH-91D5NX-oRSD1p-a1jJsA-dgLmhm-btsp9A-aT33uK-9VX5vp-iwtF3-bQu5W4-8VJod7-8iW9ZH-biKDJV-9r8z1N-bPvRXH-6x8vSa-yZsKx-9r4L6e-7U3wh7-jH4tBF-bNmr8X-n6qhz-8Vsd2h-bQu5NV-bBzp9s-8VXB6o-9u72bL-bKQmnk-f8qkVQ-bztp1U-4fuqn5-dgLkk8-5cenX-n6iEp-97dc69-8VGCu1-bzyUxf-nDy3yt-7vJSJD-b6LMj6-dgLkv7-n6nyo-7vLqos-2nniXv-9qZXg9-ch89vd-dW9nXA-anzmZN-6TPy5b Lego City:The people of Oslo were asked to build their city of the future, using white Lego bricks. The result was stunning.
  17. http://www.gamestorming.com/core-games/empathy-mapping/