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5 Habits

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5 Habits of Breakthrough Innovators Amy Jo Kim, Ph.D.


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What we’ll cover 1 Introduction


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What we’ll cover 1 Introduction 2 5 Habits of Breakthrough Innovators 3


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What we’ll cover 1 Introduction 2 5 Habits of Breakthrough Innovators 3 Getting Started: 3 Smart Shortcuts


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Introduction Section One


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A hunch is creativity trying to tell you something. Frank Capra Filmmaker


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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 make smart games for a connected world


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What can we learn from breakthrough innovations? Rock Band The Sims Covet Fashion eBay


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Can we generate and validate our product ideas better, 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 Ries Author, The Lean Startup you are here


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you are here Ask the hard, important questions upfront Rock Band The Sims Covet Fashion eBay


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you are here What keeps people engaged in a virtual dollhouse simulation?


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you are here What social systems are necessary to build trust in an online marketplace?


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you are here Can non-musicians play plastic instruments together and feel like a band making music?


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you are here Will fashion-loving young women pay to play a dress-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 adopters Early 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 Cook Lead 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? X X


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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 Cook Game 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 scientist Laser-focus on early adopters


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Recap: 5 Habits of Breakthrough Innovators Think like a scientist Laser-focus on early adopters Gather customer insights early


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Recap: 5 Habits of Breakthrough Innovators Think like a scientist Laser-focus on early adopters Gather customer insights early Build & test your Core Loop


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Recap: 5 Habits of Breakthrough Innovators Think like a scientist Laser-focus on early adopters Gather customer insights early Build & test your Core Loop Co-create a path to mastery


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3 Smart Shortcuts to 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 scientist Laser-focus on early adopters Gather customer insights early Build & 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 scientist Laser-focus on early adopters Gather customer insights early Build & 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 Needs Daily 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 scientist Laser-focus on early adopters Gather customer insights early Build & 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 it WHO 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 it WHO 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 it WHO 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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Try out these techniques on your own


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MVP Design Hacks validate your product idea in 30 days http://mvpdesignhacks.com


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Thank You @amyjokim amyjokim@gmail.com


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