iterate fast & win
TRANSCRIPT
“Creativity is no longer a singular genius, but an iterative process.”
David Weinberger, Author and Harvard Fellow
page 04
i. Why the need to iterate quickly affects all of us
ii. Why your three-year plan is a waste of time
iii. What fast iteration looks like in practice
iv. What this means for marketers
What we’ll cover
1. Why this affects everybody
page 05
The need to iterate quickly affects us all – not just start-ups/scale-ups – because: / software is eating the world. It permeates all sectors and lines of business
1. Why this affects everybody
page 06
The need to iterate quickly affects us all – not just start-ups/scale-ups – because: / software is eating the world. It permeates all sectors and lines of business / and the need to develop that software, adopt new tech and strategies is driven not by your org structure but by your customers
1. Why this affects everybody
page 07
The need to iterate quickly affects us all – not just start-ups/scale-ups – because: / software is eating the world. It permeates all sectors and lines of business / and the need to develop that software, adopt new tech and strategies is driven not by your org structure but by your customers “Fast iteration is a customer-driven fact.”
2. Why that three-year plan is a waste of time
page 08
/ none of us can predict the future with enough accuracy to make the plan worthwhile
2. Why that three-year plan is a waste of time
page 09
/ none of us can predict the future with enough accuracy to make the plan worthwhile / exponential growth is impossible to imagine
2. Why that three-year plan is a waste of time
page 010
/ none of us can predict the future with enough accuracy to make the plan worthwhile / exponential growth is impossible to imagine / while you’re planning, you’ll be overtaken, because we’re in a world of permanent beta “The pace of change over the next 18 months will be greater than it was over the last 10 years.”
3. What does fast iteration look like?
page 011
It permeates all areas of business: / culture / structure / tech
3. What does fast iteration look like?
page 012
It permeates all areas of business: / culture / structure / tech And it means: / tolerating and budgeting for failure / testing and learning to keep up with the customer / celebrating experimentation
4. What does all this mean for marketers?
page 013
All this is fundamentally about the customer. / Marketing sit closest to your next customers / Those customers demand/react well to innovation / Even though software is cheap, innovating in marketing is even cheaper
Your next steps
page 014
/ Customer meetings / Experimentation budgets / Start-up work swaps / A commitment to speed / Beta-businesses
page 015
/ The need to iterate quickly affects everybody, regardless of sector, org structure, because: / software has permeated all areas of business and it requires constant innovation. That has increased the pace of change so / don’t plan for three years’ time because you can’t imagine 2019. / And as the voice of the customer, marketers need to be wise to this expectation and seize the opportunity to iterate quickly
Takeaway points