Lean startup is broken... and how to fix it
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The document critiques the Lean Startup methodology, arguing that it is not a true scientific method and emphasizes the need for structured processes in generating ideas and understanding customer needs. It highlights three main problems: the misconception that the Lean Startup is a scientific method, the inefficiency of starting from ideas, and the confusion surrounding the concept of a minimum viable product (MVP). The author suggests improvements through design thinking and clearer experimentation techniques.
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
- 4. First problem Scientific validated learning
- 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