The 5 Habits of Breakthrough Innovators

5 Habits of Breakthrough Innovators

Amy Jo Kim, Ph.D.

What we’ll cover1 Introduction


2 5 Habits of Breakthrough Innovators

3


2 5 Habits of Breakthrough Innovators

3 Getting Started: 3 Smart Shortcuts

IntroductionSection One

A hunch is creativity trying to tell you something.

Frank CapraFilmmaker

You’ve got a great product idea

How do you know if it’s the right one?

co-founder & Creative Director, Shufflebrain Partners shufflebrain.com

Creator & Head Coach, MVP Design Hacks mvpdesignhacks.com

http://shufflebrain.com/

http://shufflebrain.com/

http://www.shufflebrain.com/

http://mvpdesignhacks.com/



http://www.shufflebrain.com/

we partner with great companies to makesmart games for a connected

world

What can we learn frombreakthrough innovations?

Rock Band

The Sims

Covet Fashion

eBay

Can we generate and validate our product ideasbetter, smarter, faster?

5 Habits of Breakthrough Innovators

Section Two

Habit 1: think like a scientist

To increase your chances of success, minimize time through the Build-Measure-Learn cycle

Eric RiesAuthor, The Lean Startup

you are here

Ask the hard, important questions upfront

Rock Band

The Sims

Covet Fashion

eBay

What keeps people engaged in avirtual dollhouse simulation?

What social systems are necessary tobuild trust in an online marketplace?

Can non-musicians play plastic instruments together andfeel like a band making music?

Will fashion-loving young women pay to play adress-up game with real designer

clothes?

Habit 2: laser-focus on early adopters

Crossing the Chasm

Geoffrey Moore, 1992

Innovation Diffusion Theory

Everett Rogers, 1961

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

Gather ideas & feedback for key systems

Cultivate relationships with content creators

Leverage relationships with super-fans

Habit 3: gather customer insights early

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

Conduct onsite interviews with early adopters

Setup a weekly interview/playtest rhythm

Expand playtest audience as product matures

Habit 4: build & test your Core Loop

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

Fake Landing Page?

Fake Landing Page?X

Operant Conditioning Loop AKA Skinner Box?X

Operant Conditioning Loop AKA Skinner Box?XX

Skill-building = making customers more awesome

Skill-building habit loop?

Skill-building habit loop?✓

Engaging activity + internal urge fuels the loop

Feedback supports learning & mastery

Investment & triggers pull people back

Focus on prototyping & tuning the basics

Create a daily skill-building reason to return

Habit 5: co-create a path to Mastery

you are here

DESIGN& BUILD

Every artist was first an amateur.

Dan CookGame Designer, Spry

Fox

Engage customers with progressive skill-building

Empower enthusiasts with tools, access, powers

Release tools early to your fan community

Build aspirational mastery systems

Build aspirational mastery systems

Recap: 5 Habits of Breakthrough Innovators


Think like a scientist


Think like a scientistLaser-focus on early adopters


Think like a scientistLaser-focus on early adoptersGather customer insights

early



earlyBuild & test your Core Loop



earlyBuild & test your Core LoopCo-create a path to mastery

3 Smart Shortcutsto turbo-charge your Customer Discovery

CASE STUDY

Shortcut #1: the MVP Canvas



Shortcut #1: the MVP Canvas

Clarify your product strategy

Identify strengths, values & success metrics

Prioritize your highest-risk assumptions

Shortcut #2: Speed Interviews

Think like a scientistLaser-focus on early

adoptersGather customer insights


Shortcut #2: Speed Interviews

Interview 10-15 Early Adopters

5-10 min. per interview

Ask just a few revealing questions

Unmet NeedsDaily Habits Beliefs & Ideas

Pair Interviews Better, Faster Pattern Recognition

Identify 5-7 Enthusiatic, Articulate Early Adopters

Shortcut #3: Habit Stories


Think like a scientistLaser-focus on early

adoptersGather customer insights



Turn customer insights into design-ready stories

Habit Story = Existing Habit + Unmet Need

Piggyback your Core Loop on an existing Habit

MVP Canvas BEFORE

MVP Canvas BEFORE

MVP Canvas BEFORE

MVP Canvas BEFORE

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



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

Research Results: 3 Key Patterns

Fashion Browser

Fashion Browser

Co-creator

Co-creator

Armchair Stylist

Armchair Stylist

MVP Canvas AFTER

MVP Canvas AFTER

MVP Canvas AFTER

iterative play-testing hit game

Try out these techniques on your own

http://mvpdesignhacks.com/shortcuts

MVP Design Hacksvalidate your product idea in 30 days

http://mvpdesignhacks.com


Thank You@amyjokim

[email protected]


Date post:	21-Apr-2017
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The 5 Habits of Breakthrough Innovators

Small Business & Entrepreneurship