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Lean startup is broken…
and how to fix it!
March 2018Nicola Mattina - CC BY AT SA
What is the lean startup
The Lean Startup provides a scientific approach to
creating and managing startups and get a desired
product to customers' hands faster. 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.
Source: http://theleanstartup.com/principles
March 2018Nicola Mattina - CC BY AT SA
5 principles
1. Entrepreneurs are everywhere
2. Entrepreurship is management
3. Validated learning
4. Build-Measure-Learn
5. Innovation accounting
First problem
Scientific validated learning
March 2018Nicola Mattina - CC BY AT SA
Scientifically validated learning
Startups exist not to make stuff, make money, or serve customers. They
exist to learn how to build a sustainable business. This learning can be
validated scientifically, by running experiments that allow us to test
each element of our vision.
Source: http://theleanstartup.com/principles
WRONG
March 2018Nicola Mattina - CC BY AT SA
Scientific method does not validate
Scientific Method is about falsifying
theories, not about validating them.
«No amount of experimentation can ever
prove me right. A single experiment can
prove me wrong.»
Albert Einstein
March 2018Nicola Mattina - CC BY AT SA
Scientific method is an open process
1. Define a question
2. Gather information and resources (observe)
3. Form an explanatory hypothesis
4. Test the hypothesis by performing an experiment
and collecting data in a reproducible manner
5. Analyze the data
6. Interpret the data and draw conclusions that serve
as a starting point for new hypothesis
7. Publish results
8. Retest (frequently done by other scientists)
Source: https://en.wikipedia.org/wiki/Scientific_method
March 2018Nicola Mattina - CC BY AT SA
How to fix
Don’t pretend lean startup is a
scientific method. Instead, it is a
fuzzy set of tools that need to be
improved to work.
Second problem
BML loop starts from ideas
March 2018Nicola Mattina - CC BY AT SA
Ideas are the starting point
INEFFICIENT
«At its heart, a startup is a catalyst that
transforms ideas into products.»
Eric Ries, The Lean Startup, pag. 75
March 2018Nicola Mattina - CC BY AT SA
Ideas are the starting point
founders’ fantasies
Most of the times, founders’ ideas
are wishes based on a poor
knowledge and understanding of
a problem.
March 2018Nicola Mattina - CC BY AT SA
How to fix
Accept that ideas are the results of
a structured and disciplined
process that is part of the method
to create new products.
March 2018Nicola Mattina - CC BY AT SA
Design Thinking offers a good framework to generate ideas
Empathize
Define
Ideate
Prototype
Test
Learn about
the audience
for whom you
are designing,
by observation
and interview.
Create a point
of view that is
based on user
jobs and
insights.
Brainstorm
and come up
with as many
creative
solutions as
possible.
Design Thinking offers a
structured process that
starts from people instead
that ideas.
Empathizing with persons
means understanding their
jobs, pains and gains. This
process generally produces
better ideas.
March 2018Nicola Mattina - CC BY AT SA
Jobs to Be Done offers a good theory to understand people
«A Job to be Done is
the progress that an
individual seeks in a
given circumstances.»
Clayton Christensen, Competing Against
Luck, pag. 27
Third problem
MVP is a confusing idea
March 2018Nicola Mattina - CC BY AT SA
What the heck is a Minimum Viable Product
CONFUSING
«The MVP is that version of the product that enables a full turn of the
Build-Measure-Learn loop with a minimum amount of effort and the
least amount of development time.»
Eric Ries, The Lean Startup, pag. 77
March 2018Nicola Mattina - CC BY AT SA
What the heck is a Minimum Viable Product
Why and how do I use
a specific technique?
• Video
• Landing Page
• Crowdfunding
• Wizard of Oz
• Concierge
March 2018Nicola Mattina - CC BY AT SA
How to fix
Acknowledge that a startup create
experiments and prototypes to test
hypothesis about vision and
experience.
March 2018Nicola Mattina - CC BY AT SA
Vision vs. Experience
ExperienceVision
March 2018Nicola Mattina - CC BY AT SA
Testing the vision
Landing page Crowdfunding
March 2018Nicola Mattina - CC BY AT SA
Testing the experience
Mock-upWizard of Oz
Nicola Mattina
Adjunct Professor Università Roma Tre
Co-founder Innovation School of Rome
Co-founder Stamplay
nicolamattina.it
linkedin.com/in/nicolamattina
facebook.com/nicolamattina

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Lean startup is broken... and how to fix it

  • 1. Lean startup is broken… and how to fix it!
  • 2. March 2018Nicola Mattina - CC BY AT SA What is the lean startup The Lean Startup provides a scientific approach to creating and managing startups and get a desired product to customers' hands faster. 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. Source: http://theleanstartup.com/principles
  • 3. March 2018Nicola Mattina - CC BY AT SA 5 principles 1. Entrepreneurs are everywhere 2. Entrepreurship is management 3. Validated learning 4. Build-Measure-Learn 5. Innovation accounting
  • 5. March 2018Nicola Mattina - CC BY AT SA Scientifically validated learning Startups exist not to make stuff, make money, or serve customers. They exist to learn how to build a sustainable business. This learning can be validated scientifically, by running experiments that allow us to test each element of our vision. Source: http://theleanstartup.com/principles WRONG
  • 6. March 2018Nicola Mattina - CC BY AT SA Scientific method does not validate Scientific Method is about falsifying theories, not about validating them. «No amount of experimentation can ever prove me right. A single experiment can prove me wrong.» Albert Einstein
  • 7. March 2018Nicola Mattina - CC BY AT SA Scientific method is an open process 1. Define a question 2. Gather information and resources (observe) 3. Form an explanatory hypothesis 4. Test the hypothesis by performing an experiment and collecting data in a reproducible manner 5. Analyze the data 6. Interpret the data and draw conclusions that serve as a starting point for new hypothesis 7. Publish results 8. Retest (frequently done by other scientists) Source: https://en.wikipedia.org/wiki/Scientific_method
  • 8. March 2018Nicola Mattina - CC BY AT SA How to fix Don’t pretend lean startup is a scientific method. Instead, it is a fuzzy set of tools that need to be improved to work.
  • 9. Second problem BML loop starts from ideas
  • 10. March 2018Nicola Mattina - CC BY AT SA Ideas are the starting point INEFFICIENT «At its heart, a startup is a catalyst that transforms ideas into products.» Eric Ries, The Lean Startup, pag. 75
  • 11. March 2018Nicola Mattina - CC BY AT SA Ideas are the starting point founders’ fantasies Most of the times, founders’ ideas are wishes based on a poor knowledge and understanding of a problem.
  • 12. March 2018Nicola Mattina - CC BY AT SA How to fix Accept that ideas are the results of a structured and disciplined process that is part of the method to create new products.
  • 13. March 2018Nicola Mattina - CC BY AT SA Design Thinking offers a good framework to generate ideas Empathize Define Ideate Prototype Test Learn about the audience for whom you are designing, by observation and interview. Create a point of view that is based on user jobs and insights. Brainstorm and come up with as many creative solutions as possible. Design Thinking offers a structured process that starts from people instead that ideas. Empathizing with persons means understanding their jobs, pains and gains. This process generally produces better ideas.
  • 14. March 2018Nicola Mattina - CC BY AT SA Jobs to Be Done offers a good theory to understand people «A Job to be Done is the progress that an individual seeks in a given circumstances.» Clayton Christensen, Competing Against Luck, pag. 27
  • 15. Third problem MVP is a confusing idea
  • 16. March 2018Nicola Mattina - CC BY AT SA What the heck is a Minimum Viable Product CONFUSING «The MVP is that version of the product that enables a full turn of the Build-Measure-Learn loop with a minimum amount of effort and the least amount of development time.» Eric Ries, The Lean Startup, pag. 77
  • 17. March 2018Nicola Mattina - CC BY AT SA What the heck is a Minimum Viable Product Why and how do I use a specific technique? • Video • Landing Page • Crowdfunding • Wizard of Oz • Concierge
  • 18. March 2018Nicola Mattina - CC BY AT SA How to fix Acknowledge that a startup create experiments and prototypes to test hypothesis about vision and experience.
  • 19. March 2018Nicola Mattina - CC BY AT SA Vision vs. Experience ExperienceVision
  • 20. March 2018Nicola Mattina - CC BY AT SA Testing the vision Landing page Crowdfunding
  • 21. March 2018Nicola Mattina - CC BY AT SA Testing the experience Mock-upWizard of Oz
  • 22. Nicola Mattina Adjunct Professor Università Roma Tre Co-founder Innovation School of Rome Co-founder Stamplay nicolamattina.it linkedin.com/in/nicolamattina facebook.com/nicolamattina