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7 Habits of Breakthrough Entrepreneurs

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The 7 Habits of Breakthrough Innovators Amy Jo Kim, Ph.D. co-founder, shufflebrain.com #Getting2Alpha


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What we’ll cover Introduction


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What we’ll cover Introduction 7 Habits of Breakthrough Innovators


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What we’ll cover Introduction 7 Habits of Breakthrough Innovators 3 Smart Shortcuts to get you started


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


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You’ve come up with a great idea


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


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Amy Jo Kim, Ph.D. Co-Founder & Creative Director shufflebrain.com Creator & Head Coach getting2alpha.com


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We partner with great teams to create smart games for a connected world


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What can we learn from breakthrough innovations?


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Can we validate product ideas better, smarter, faster?


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You can use an eraser on the drafting table – or a 7 Habits of Breakthrough Innovators sledgehammer on the construction site Frank Lloyd Wright Architect


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Habit 1 Think like a scientist


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To increase your chances of success, minimize time Run small, high-learning MVP experiments through the Build-Measure-Learn cycle. Eric Ries Author, The Lean Startup


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Ideas Ask the hard, important questions upfront Learn Design & Build Data Product Measure


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What keeps people engaged in a virtual dollhouse simulation?


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What social systems can build trust in an online marketplace?


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Can non-musicians play plastic instruments & feel like a band making music?


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Will fashion-loving, young women play a dress-up game with real designer clothes?


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Will people subscribe to a digital service that delivers daily happiness exercises?


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Habit 2 Laser-focus on Early Adopters


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Early adopters will put up with cost & ridicule for Find & delight your early adopters FIRST innovations that meet real needs. Erika Hall Author, Just Enough Research


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Crossing the Chasm Geoffrey Moore, 1992


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Innovation Diffusion Theory Everett Rogers, 1961


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Harvest ideas & feedback for key systems


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Cultivate relationships with content creators


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Learn the habits of SuperFans


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Habit 3 Learn about customers’ needs & habits


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“The chains of habit are too weak to be felt until they are too strong Piggyback on existing habits to be broken.” Samuel Johnson Author


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Conduct field interviews with Early Adopters


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speed interviews quickly surface patterns & insights


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Habit 4 Create a culture of iterative testing


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There is nothing quite so useless as doing with great efficiency something that Test early, test often should not be done at all Peter Drucker Author


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Make it a habit: Setup a weekly playtest /interview


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Evolve your testers start small & focused then expand audience as product matures


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Habit 5 Cultivate a customer feedback community


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To listen fully means to pay close attention to Listen in as customers talk with each other what is being said beneath the words. Steven Covey Author


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Create a private group for Early Adopters


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Offer new channels/groups for later customers


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Ideas Design & Build Learn Data Product Measure Habit 6 Test & refine the Core Loop early


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In a loop, you’re learning a skill and updating your What is — and isn’t — a Core Loop? mental model. That’s what leads to player delight. Dan Cook Lead Game Designer, Spry Fox


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Fake landing page?


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Fake landing page? X


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Operant Conditioning AKA Skinner Box?


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Operant Conditioning AKA Skinner Box? X


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Skill-building = making customers more awesome


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Skill-building habit loop


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Engaging activity + internal urge fuel the loop


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Feedback supports learning & mastery


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Investment and triggers pull people back


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Clash of Clans Core Loop


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Play a Song Together urge for a fun social activity Get Score, Accolades, $$ Core Loop Develop skill, play harder songs


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Read & Respond to Updates Check Notifications & Stats urge for a quick social break Core Loop Read & Respond to DMs


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Engaging activities fuel the loop


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Feedback & progress light the way


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Triggers & investment pull customers back


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Habit 7 Create a path to Mastery


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Ideas Design & Build Learn “Every artist was first an amateur.” Data Product Measure Ralph Waldo Emerson


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Engage customers with progressive skill-building


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Empower enthusiasts with tools, access & privileges


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Test wireframes / mockups / ideas with Early Adopters


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Build aspirational progression systems


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Surface & empower high-skill customers


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Engage enthusiasts with in-world powers


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1. Think like a scientist 2. Laser-focus on Early Adopters 7 Habits of Breakthrough Innovators 3. Learn about customers’ needs & habits 4. Create a culture of iterative testing 5. Cultivate a customer feedback community 6. Test & refine the Core Loop early 7. Co-create a path to Mastery


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You’ve got to jump off cliffs 3 Smart Shortcuts that turbo-charge your path to product/market fit all the time and build your wings on the way down. Ray Bradbury Author


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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 Early Adopter Funnel


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Interview 10-15 Early Adopters (5-10 min per interview)


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Daily Habits Ask just a few revealing questions Beliefs & Ideas Unmet Needs


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Find enthusiastic early customers + actionable insights


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Shortcut 3 Habit Stories


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Turn customer insights into design-ready job stories trigger When _________ activity + goal I want to ______________ outcome so I can _____________


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Look for an Existing Habit paired with an Unmet Need


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Piggyback your Core Loop on an existing (habit + need)


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MVP Canvas BEFORE Young women (18-30) who play mobile fashion games Aspirational dress-up in designer fashion PLUS celebrity stylist advice


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MVP Canvas BEFORE Young women (18-30) who play mobile fashion games Aspirational dress-up in designer fashion PLUS celebrity stylist advice Vogue alternative – stay up-to-date on fashion by playing – not just looking F2P co-op game with real-world fashion content and hot trends


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MVP Canvas BEFORE Young women (18-30) who play mobile fashion games Aspirational dress-up in designer fashion PLUS celebrity stylist advice Vogue alternative – stay up-to-date on fashion by playing – not just looking F2P co-op game with real-world fashion content and hot trends F2P game experience Existing, addressable audience for fashion games Like/Dislike metrics via interviews with hardcore fashion gamers


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MVP Canvas BEFORE Young women (18-30) who play mobile fashion games Aspirational dress-up in designer fashion PLUS celebrity stylist advice F2P co-op game with real-world fashion content and hot trends F2P game experience Existing, addressable audience for fashion games Young women want a mobile game based on real-world fashion PLUS access to a celebrity stylist Vogue alternative – stay up-to-date on fashion by playing – not just looking Like/Dislike metrics via interviews with hardcore fashion gamers


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•  15 young women 18-40 who play WHO Early Adopter Funnel: How we did it mobile fashion games •  Recruited from existing player base & Craigslist ads


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•  15 young women 18-40 who play WHO Early Adopter Funnel: How we did it mobile fashion games •  Recruited from existing player base & Craigslist ads •  Spend 5-10 minutes answering WHAT 3-5 questions •  The best interview subjects became paid testers


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•  15 young women 18-40 who play WHO Early Adopter Funnel: How we did it mobile fashion games •  Recruited from existing player base & Craigslist ads •  Spend 5-10 minutes answering WHAT 3-5 questions •  The best interview subjects became paid testers WHEN & WHERE •  Over a period of 2 weeks •  Via telephone or Skype


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Fashion Browser Want to immerse themselves in a beautiful aspirational world that keeps Key Results: 3 Activity Patterns them up-to-date on fashion trends. Co-Creator Want to “do fashion” with a buddy – a friend or relative they can dress with, shop with, and borrow from. Armchair Stylist Love telling other people how to dress – they want to role-play a celebrity stylist, and get credit for their fashion sense.


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“When I’m tired after a long day at work, I want to flop on the couch and get the escapist, immersive hit of flipping through Vogue - but in a game.” Fashion Browser Early Adopter Quote


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When I need to relax after a long day at work I want to Fashion Browser Habit Story see gorgeous, creative outfits – made from the latest designer fashions So I can stay on top of fashion trends in a fun and playful way


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“Patti told me to put these shoes and belt together. I would never think of that, but it TOTALLY works. She lives across the country, but I want her fashion advice all the time.” Co-Creator Early Adopter Quote


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When I need to dress up for an important event I want to raid my friend’s closet and get her Co-Creator Habit Story feedback on my outfit So I can have her accessorize my look and help me feel confident – just like in real-life :-)


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“I LOVE the idea of a game that lets me rate my friends’ outfits and tell them how to dress better – that’s what I do in real life before every party :-)” Armchair Stylist Early Adopter Quote


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When I give fashion feedback to others I want to Armchair Stylist Habit Story Know that my feedback had an effect So I can Feel happier because I’m helping others be more fashionable


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MVP Canvas AFTER Young women (18-30) who play mobile fashion games Skews older – women 18-45 like the game and older women spend more $ Aspirational dress-up in designer fashions PLUS advice from aspiring playerstylists Vogue alternative – stay up-to-date on fashion by playing – not just looking F2P co-op game with real-world fashion content and hot trends F2P game experience Young women Existing, addressable want a mobile audience for fashion game based on games real-world fashion PLUS access to a celebrity stylist Like/Dislike metrics via interviews with hardcore fashion gamers


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MVP Canvas AFTER Young women (18-30) who play mobile fashion games Skews older – women 18-45 like the game and older women spend more $ Aspirational dressup in designer fashions PLUS advice from aspiring player-stylists F2P co-op game with real-world fashion content and hot trends F2P game exp. Addressable audience for fashion games Young women want a mobile game based on real-world fashion PLUS access to a celebrity stylist Vogue alternative – stay up-to-date on fashion by playing – not just looking Like/Dislike metrics via interviews with hardcore fashion gamers


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MVP Canvas AFTER Young women (18-30) who play mobile fashion games Skews older – women 18-45 like the game and older women spend more $ Aspirational dressup in designer fashions PLUS advice from aspiring player-stylists Vogue alternative – stay up-to-date on fashion by playing – not just looking F2P co-op game with real-world fashion content and hot trends F2P game exp. Addressable audience for fashion games Like/Dislike metrics via interviews with hardcore fashion gamers Young women want a mobile game based on real-world fashion And will spend $ on a game based on real-world fashion PLUS access to a celebrity stylist And up-andcoming stylists


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Iterative lo-fi play-testing with the right early adopters à Hit Game


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Try these techniques for yourself getting2alpha.com/shortcuts


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Turbo-charge your path to product/market fit getting2alpha.com Startup Teams Product Leaders Innovative Companies


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Let’s stay in touch amyjokim@gmail.com @amyjokim amyjokim.com


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