the 5 habits of breakthrough innovators
TRANSCRIPT
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5 Habits of Breakthrough Innovators
Amy Jo Kim, Ph.D.
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What we’ll cover1 Introduction
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What we’ll cover1 Introduction
2 5 Habits of Breakthrough Innovators
3
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What we’ll cover1 Introduction
2 5 Habits of Breakthrough Innovators
3 Getting Started: 3 Smart Shortcuts
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IntroductionSection One
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A hunch is creativity trying to tell you something.
Frank CapraFilmmaker
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You’ve got a great product idea
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How do you know if it’s the right one?
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co-founder & Creative Director, Shufflebrain Partners shufflebrain.com
Creator & Head Coach, MVP Design Hacks mvpdesignhacks.com
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we partner with great companies to makesmart games for a connected
world
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What can we learn frombreakthrough innovations?
Rock Band
The Sims
Covet Fashion
eBay
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Can we generate and validate our product ideasbetter, smarter, faster?
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5 Habits of Breakthrough Innovators
Section Two
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Habit 1: think like a scientist
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To increase your chances of success, minimize time through the Build-Measure-Learn cycle
Eric RiesAuthor, The Lean Startup
you are here
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Ask the hard, important questions upfront
Rock Band
The Sims
Covet Fashion
eBay
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What keeps people engaged in avirtual dollhouse simulation?
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What social systems are necessary tobuild trust in an online marketplace?
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Can non-musicians play plastic instruments together andfeel like a band making music?
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Will fashion-loving young women pay to play adress-up game with real designer
clothes?
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Habit 2: laser-focus on early adopters
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Crossing the Chasm
Geoffrey Moore, 1992
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Innovation Diffusion Theory
Everett Rogers, 1961
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Find & delight your early adoptersEarly adopters will put up with cost & ridicule for innovations that meet real needs.
Erika Hall author, Just Enough Research you are here
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Gather ideas & feedback for key systems
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Cultivate relationships with content creators
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Leverage relationships with super-fans
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Habit 3: gather customer insights early
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Create a culture of iterative play-testing
you are here
There is nothing quite so useless as doing with great efficiency something that should not be done at all.
Peter Drucker
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Conduct onsite interviews with early adopters
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Setup a weekly interview/playtest rhythm
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Expand playtest audience as product matures
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Habit 4: build & test your Core Loop
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What is – and isn’t – a Core Loop?
you are here
In a loop, you’re learning a skill and updating your mental model. That’s what leads to player delight.
Dan CookLead game designer, Spry
Fox
DESIGN& BUILD
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Fake Landing Page?
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Fake Landing Page?X
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Operant Conditioning Loop AKA Skinner Box?X
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Operant Conditioning Loop AKA Skinner Box?XX
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Skill-building = making customers more awesome
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Skill-building habit loop?
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Skill-building habit loop?✓
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Engaging activity + internal urge fuels the loop
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Feedback supports learning & mastery
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Investment & triggers pull people back
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Focus on prototyping & tuning the basics
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Create a daily skill-building reason to return
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Habit 5: co-create a path to Mastery
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you are here
DESIGN& BUILD
Every artist was first an amateur.
Dan CookGame Designer, Spry
Fox
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Engage customers with progressive skill-building
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Empower enthusiasts with tools, access, powers
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Release tools early to your fan community
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Build aspirational mastery systems
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Build aspirational mastery systems
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Recap: 5 Habits of Breakthrough Innovators
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Recap: 5 Habits of Breakthrough Innovators
Think like a scientist
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Recap: 5 Habits of Breakthrough Innovators
Think like a scientistLaser-focus on early adopters
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Recap: 5 Habits of Breakthrough Innovators
Think like a scientistLaser-focus on early adoptersGather customer insights
early
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Recap: 5 Habits of Breakthrough Innovators
Think like a scientistLaser-focus on early adoptersGather customer insights
earlyBuild & test your Core Loop
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Recap: 5 Habits of Breakthrough Innovators
Think like a scientistLaser-focus on early adoptersGather customer insights
earlyBuild & test your Core LoopCo-create a path to mastery
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3 Smart Shortcutsto turbo-charge your Customer Discovery
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CASE STUDY
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Shortcut #1: the MVP Canvas
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Think like a scientistLaser-focus on early adoptersGather customer insights
earlyBuild & test your Core Loop
Shortcut #1: the MVP Canvas
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Clarify your product strategy
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Identify strengths, values & success metrics
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Prioritize your highest-risk assumptions
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Shortcut #2: Speed Interviews
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Think like a scientistLaser-focus on early
adoptersGather customer insights
earlyBuild & test your Core Loop
Shortcut #2: Speed Interviews
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Interview 10-15 Early Adopters
5-10 min. per interview
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Ask just a few revealing questions
Unmet NeedsDaily Habits Beliefs & Ideas
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Pair Interviews Better, Faster Pattern Recognition
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Identify 5-7 Enthusiatic, Articulate Early Adopters
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Shortcut #3: Habit Stories
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Shortcut #3: Habit Stories
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Think like a scientistLaser-focus on early
adoptersGather customer insights
earlyBuild & test your Core Loop
Shortcut #3: Habit Stories
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Turn customer insights into design-ready stories
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Habit Story = Existing Habit + Unmet Need
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Piggyback your Core Loop on an existing Habit
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MVP Canvas BEFORE
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MVP Canvas BEFORE
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MVP Canvas BEFORE
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MVP Canvas BEFORE
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Speed Interviews: How we did itWHO we spoke with• 15 young women 18-40 who play mobile fashion
games• Recruited from existing player base & craigslist ads
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Speed Interviews: How we did itWHO we spoke with• 15 young women 18-40 who play mobile fashion
games• Recruited from existing player base & craigslist ads
WHAT we asked them to do • Spend 5-10 minutes answering 3-5 questions
The best interview subjects became paid testers
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Speed Interviews: How we did itWHO we spoke with• 15 young women 18-40 who play mobile fashion
games• Recruited from existing player base & craigslist ads
WHAT we asked them to do • Spend 5-10 minutes answering 3-5 questions
The best interview subjects became paid testers
WHEN & WHERE we ran these tests• Via phone & Skype, over a period of 2 weeks
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Research Results: 3 Key Patterns
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Fashion Browser
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Fashion Browser
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Co-creator
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Co-creator
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Armchair Stylist
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Armchair Stylist
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MVP Canvas AFTER
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MVP Canvas AFTER
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MVP Canvas AFTER
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iterative play-testing hit game
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MVP Design Hacksvalidate your product idea in 30 days
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