hyatt talk: how big companies can be more like startups (without the 'going out of...

How Big Companies Can Be More Like Startups(Except without the going out of business part)

@ZacharyCohn Wonful Consulting

Rock.. Paper.. War!

What is a startup?

“A startup is an organization formed to search for

a repeatable and scalable business model.”

-Steve Blank

What is a corporation?

“A corporation is an organization that has found, and is executing,

a repeatable and scalable business model.”

What are the implications of executing on a working model?

Company policies are the white blood cells

of anti-innovation

Start Small.

What do you already have the power to do?

The Top 3.5 Things You MUST Learn From Startups

(you won’t believe #1.5!)

1: Talk To Customers

1.5: Everyone talks to customers!

2: Experimentation

3: Creativity

1: Talk To Customers

1.5 Everyone talks to Customers

2: Experimentation

3: Creativity

1: Talk To Customers

1.5: Everyone talks to customers!

2: Experimentation3: Creativity

4 Customer Interview Rules

Pull, Don’t PushActual Self vs Ideal SelfPast Behavior Future BehaviorStories are better than Statements

Customer Interview Techniques

The Five Why’s

Customer Interview Techniques

The Five Why’s“Tell me more…”

Practice Time!

5 Customer Interview Techniques

The Five Why’s“Tell me more…”“Tell me about the last time…”

5 Customer Interview Techniques

The Five Why’s“Tell me more…”“Tell me about the last time…”“What do you mean by…?”

5 Customer Interview Techniques

The Five Why’s“Tell me more…”“Tell me about the last time…”“What do you mean by…?”What are they doing today?

Recommendation!

Every single person at a company should interact with at least one customer every

two weeks.

1: Talk To Customers

1.5: Everyone talks to customers!

2: Experimentation

3: Creativity

“Fail Fast”

Glorification of Failure

“Don’t glorify failure. But if it’s going to

happen, make it fast.”

Glorification of Experimentation

“Business plans rarely survive first contact with

customers.”

– Steve Blank

1: Talk To Customers

1.5: Everyone talks to customers!

2: Experimentation

3: Creativity

“Creativity is just Terrible Ideas +

Iteration”

Creativity is best with:

ConstraintsNo Judgment

Fast Cycles, Many Iterations

Half Baked

@ZacharyCohnWonful.co