think different: the toolkit for better startup ideas
DESCRIPTION
Thinking Different: The tools for better startup ideas The most inspiring ideas are those that connect things that on the surface don’t have much to do with each other. It’s these ideas that create new possibilities and realities within a customer’s mind. Million dollar ideas are born from your own experiences but you need the proper tool set to think differently, obligating your mind to make connections that it habitually doesn’t make. That’s thinking different. This workshop will give you a series of theoretical tools that are utilized in a hands on group exercise where you’ll ideate, find a business model, give and get feedback and finish with a quick pitch of your idea. The workshop is structured to give you order, limits and to feed your natural creativity. At the same time the workshop is structured in 5-10 bursts so that you get accustomed to thinking fast and trusting your first gut instincts. Theory --1----Customer segmentation --2----Problem identification --3----Lean ideas --4----Business model --5----Divergence and combination --6----Differentiation Jimmy does content strategy, planning and execution for companies wanting to astonish their audiences. He's also a YouTuber with a channel of +23k subscribers and 3.5 million views. He’s the Tetuan Valley Whip Master in Barcelona helping startups go from idea to demo in 6 fast and short weeks.TRANSCRIPT
JIMMY FLORESContent Strategy, Planning &
ExecutionYoutuber
Tetuan Valley Whip Master
THINKING DIFFERENTThe tool kit for better startup ideas.
THINK DIFFERENT
1. KNOW YOUR WHYTool To Think Different
THERE’S THIS PROBLEM__________________
MASLOW’SHIERARCHY OF NEEDS
+2
7 LEVELS OF HUMAN NEED
1Physiological• Breathing• Eating• Rest• Reproduction• Stability
2Security• Physical• Work• Resourc
es• Moral• Family
• Health• Property• Fear• Social
(group/ tribe)
7 LEVELS OF HUMAN NEED
3Relationships• Friendship• Affection• Sexual Intimacy
7 LEVELS OF HUMAN NEED
4Acknowledgement• Self-esteem• Confidence• Success• Respect from/towards
others
7 LEVELS OF HUMAN NEED
5Self Actualization• Morality• Creativity• Spontaneity• Without Prejudice• Acceptance• Problem Solving
7 LEVELS OF HUMAN NEED
6Effect Change• Change the world• Correct injustices• Work as a group
7 LEVELS OF HUMAN NEED
7Service• Self realization through
serving others
7 LEVELS OF HUMAN NEED
1 Physiological
2 Security
3 Relationships
4Acknowledgement
5Self Actualization
6Effect Change
7 Service
7 LEVELS OF HUMAN NEED
THERE’S THIS PROBLEM__________________
AND WE SOLVE IT DOING THIS
__________________
OBSESS WITHIDENTIFYING
IF THE PROBLEMREALLY EXISTS
THEN OBSESS INSOLVING
THE PROBLEM
2. LEAN IDEASTool To Think Different
LEAN=
IDENTIFY THE ACTIVITIESTHAT ADD VALUE AND
THOSE WHICH ARE WASTES OF TIME
IDEAS=
VISIONS OF CHANGE LOOKING FOR A
SUSTAINABLE AND SCALABLE WAYS TO
SURVIVE
1. Idea2. Hypothesi
s3. MVP4. Test5. Learn
IDEA
Inspiration that you canimprove and create something
superior to any present solution.
A supposition that validatesthe assumption posed in your idea.
HYPOTHESIS
MVP
The minimal solution thatprovides value to the customer and
allows you to receive value.
An experiment designed to breakand prove our hypothesis incorrect.
TEST
LEARN
Positive Results
Do more of that! Develop more ideas to
validate this result.
Negative Results
Great! Now you knowwhat not to do. Try
again.
Idea
Hypothesis
MVPTest
Learn
3. BUSINESS MODELTool To Think Different
The solution to a problemis not the product
it’s the entire business model.The business model is the product.
-Ash Maurya
IDEAS NEEDSUSTAINABLE& SCALABLE
BUSINESS MODELS
BUSINESS MODEL CANVAS
VALUE PROPOSITION
Why should people care?
• It’s not about your idea or product.• Solve a problem, fill a need.• This is the context that surrounds the
solution.
CUSTOMER SEGMENTS
Who are they and why will they buy?
• You exist for they pleasure and satisfaction.
• Customer personas, arquetypes & psychographics.
CHANNELS
How does your product get to the customers?
• Internet.• Physical channels.• Retail.• Trunk of a car.
CUSTOMER RELATIONSHIPS
How do you get, maintain and grow your customers?
• Customer acquisition funnel.• Acquisition, Activation, Retention,
Refferall, Revenue
REVENUE STREAMS
How do you make money?
• Revenue stream from each customer segment.
• The value the customer receives.• How you sell what you offer.
KEY RESOURCES
What are your most valuable resources?
• The indispensable resources the business model needs to funciton.
• Economic (investment/credit)• Physical (fabrication/machinery)• Intellectual (patents/people)• Human (designers/engineers)
KEY PARTNERSHIPS
Who are your partners and providers?
• On the shoulders of giants.• Key resources you can’t do in house.• Partnerships with non competitors
and coopetition.
KEY ACTIVITIES
What’s most important for the business?
• Things and actions needed for the business model to function.
• Production• Problem solving (consulting/engineering)• The bare minimum, start eliminating
activities until the business model breaks.
COST STRUCTURE
What are your expenses?
• Costs of sustaining this business model.• The most important expenses (vitals).• The most expensive resources and
activities.• Fixed and variable costs.• Economies of scale.
THIS IS THE PRODUCT
4. IDEAS FOR THEMTool To Think Different
IDEAS TO CAPTIVATEPEOPLE
IDEAS TO BREAK DOWNINDIFFERENCE
IDEAS FOR PEOPLE YOU WANT LIKE TO SPEND YOUR DAYS WITH?
BUILD STUFF FOR THEM
• Lifestyle
PSYCHOGRAPHICS
• Lifestyle• Personality
PSYCHOGRAPHICS
• Lifestyle• Personality• Interests
PSYCHOGRAPHICS
• Lifestyle• Personality• Interests• Values
PSYCHOGRAPHICS
• Lifestyle• Personality• Interests• Values• Attitude
PSYCHOGRAPHICS
MYERS-BRIGGS
• Inspector (ISTJ)• Protector (ISFJ)• Counselor (INFJ)• Mastermind
(INTJ)• Craftsman (ISTP)• Composer (ISFP)• Healer (INFP)• Architect (INTP)
MYERS -BRIGGS
• Dynamo (ESTP)• Performer (ESFP)• Champion (ENFP)• Visionary (ENTP)• Supervisor (ESTJ)• Provider (ESFJ)• Teacher (ENFJ)• Commander
(ENTJ)
http://www.truity.com/view/types
PERSONALITYDETERMINES
BEHAVIOR
5. NEW CATEGORIESTool To Think Different
PRODUCTCATEGORIES
DIVERGE
H2O
H2O
H2O
H2O
H2O
CREATIVECOMBINATION
CROSSINGCATEGORIES
Technology Fitness
YogaSak.com
Flea Market Crafts
YogaSak.com
Fashion Technology
Subscription Books
Security Cycling
doppelganger.jp
Footwear Ergonomic
Cooking Art & Tech
THINKWHY CAN’T ITBE THIS WAY?
DREAM OFCREATING AND OWNING
THE CATEGORY
HUSTLE TO BE THEFIRST BRAND INTHE CATEGORY
BE THE 1STTO SOMEONE
6. THINKING DIFFERENTTool To Think Different
CATEGORY
SCARCITY
EASE OF USE
SECURITY
EFFICIENCY
COMPACT
IMPERMEABLE
RETRO / MODERN
DESIGNED BY
FRESH
ORGANIC
SUSTAINABLE
TRACEABLE
NON ANIMAL TESTED
CUSTOMER SERVICE
DELIVERY SPEED
COMPANY DEMOGRAPHICS
SIMPLICITY
OPTIONS
EXPERIENCE
THINK DIFFERENT
THINK DIFFERENTSOLVE PROBLEMS
THINK DIFFERENTSOLVE PROBLEMS
FOR PEOPLE
6. READTool To Think Different
BIBLIOGRAPHY• The Lean Startup
– Eric Ries• Business Model Generation
– Alexander Osterwalder• Eating The Big Fish
– Adam Morgan• Permission Marketing
– Seth Godin• Experience Economy
– B. Joseph Pine II• Positioning
– Al Ries• The Cultire Code
– Clotaire Rapaille
• The Art of The Start– Guy Kawasaki
• Ogilvy On Advertising– David Ogilvy
• The Startup Owners Manual– Steve Blank
• Content Strategy For The Web– Kristina Halvorson
• The Art Of Community– Jono Bacon
• Pitch Anything– Oren Klaff
• The Origin Of Brands– Al Ries
