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5 Key Hacks

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for breakthrough innovation 5 Key Hacks Amy Jo Kim, Ph.D.


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1 Section One – Introduction Table of Contents What We’ll Cover Today


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1 Section One – Introduction Think Like a Scientist Laser-focus on Early Adopters Gather customer insights early Build & test your Core Loop Co-create a path to mastery 2 Section Two – 5 Key Hacks for Breakthrough Innovation Table of Contents What We’ll Cover Today


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1 Section One – Introduction Think Like a Scientist Laser-focus on Early Adopters Gather customer insights early Build & test your Core Loop Co-create a path to mastery 2 Section Two – 5 Key Hacks for Breakthrough Innovation 3 Section Three – Getting Started: 3 Smart Shortcuts Table of Contents Clarify your strategy & assumptions with the MVP Canvas Gather early-adopter insights with Speed Interviews Turn insights into product design with Habit Stories What We’ll Cover Today


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section one Introduction 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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Section Two How I discovered these Hacks How do you know if it’s the RIGHT ONE?


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co-founder, Shufflebrain shufflebrain.com Creator, 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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5 Hacks for Successful Innovation Section Two How I discovered these Hacks Can we generate & validate innovative product ideas Better, Smarter, Faster?


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that lead to breakthrough innovations 5 Key Hacks Section Two


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Hack 1: Think like a scientist Hack 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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Ask the hard, important questions upfront Rock Band The Sims Covet Fashion eBay


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what do people want to do in a virtual dollhouse simulation? Think Like a Scientist: The Sims


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What social systems do we need to build trust online in a marketplace? Think Like a Scientist: eBay


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Can non-musicians play plastic instruments together and feel like a band? Think Like a Scientist: Rock Band


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Will fashion-loving young women pay to play dress-up with real designer clothes? Think Like a Scientist: Covet Fashion


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Hack 1: Think like a scientist Hack 2: laser-focus on early adopters


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Why focus on the early market? Ever heard of Crossing the Chasm? Geoffrey Moore, 1992


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Why focus on the early market? Successful innovations delight a small early market FIRST Innovation Diffusion Theory Everett Rogers, 1961


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Early adopters will put up with cost and ridicule for innovations that meet real needs. Erika Hall author, Just Enough Research you are here Find & delight your early adopters


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Gather ideas and feedback on key systems Laser-Focus on Early Adopters: eBay


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Cultivate relationships with content creators Laser-Focus on Early Adopters: The Sims


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Leverage relationships with avid music gamers Laser-Focus on Early Adopters: Rock Band


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Hack 3: harvest customer insights early Hack 3: gather customer insights early


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you are here Create a culture of iterative play-testing 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 social gamers Gather Customer Insights Early: Rock Band


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Setup weekly interviews & play-tests female team + fashion research ? crossover appeal to non-gamers Gather Customer Insights Early: Covet Fashion


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Expand playtests with team ? friends ? enthusiasts Female-driven team ? strong appeal to female audience Gather Customer Insights Early: The Sims


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Hack 3: harvest customer insights early Hack 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 Co-founder, Spry Fox Games DESIGN & BUILD


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Fake Landing Page? AKA Discovery


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X Fake Landing Page? AKA Discovery


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Operant Conditioning Loop? AKA Skinner Box


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Operant Conditioning Loop? 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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? Skill-building habit loop?


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Engaging activity + internal urge fuels the loop


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Feedback & progress support learning & mastery


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Investment & triggers pull people back


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Focus on prototyping, testing & tuning the basics Build & test your Core Loop: Rock Band


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Create a daily skill-building reason to return Browse your Style Feed Browse New Content Show off your outfit Raid your friend’s closet Browse your Style Feed Accept an Invitation Dress for the Event See New Invitations Build & test your Core Loop: Covet Fashion


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Hack 5: Create a path to mastery Hack 5: co-create a path to mastery


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you are here DESIGN & BUILD Every artist was first an amateur. Ralph Waldo Emerson Author, Essays on Self-Reliance


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Engage customers with progressive skill-building


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Empower enthusiasts & early adopters by giving them tools, access & special powers


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Harvest ideas from early adopters Co-create a path to mastery: eBay


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Release tools early to your fan community then harvest feedback & ideas for advanced features Co-create a path to mastery: The Sims


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Build mastery systems around early adopter & non-musician aspirations Co-create a path to mastery: Rock Band


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Create rating systems that bubble up experts Co-create a path to mastery: Covet Fashion


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Think like a scientist Recap: 5 Key Hacks


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Think like a scientist Laser-focus on early adopters Recap: 5 Key Hacks


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Think like a scientist Laser-focus on early adopters Harvest customer insights early Recap: 5 Key Hacks


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Think like a scientist Laser-focus on early adopters Harvest customer insights early Build & test your core loop Recap: 5 Key Hacks


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Think like a scientist Laser-focus on early adopters Harvest customer insights early Build & test your core loop Co-create a path to mastery Recap: 5 Key Hacks


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5 Hacks for Successful Innovation 3 Smart Shortcuts Section Three to turbo-charge your Customer Discovery


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CASE STUDY


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Section Two 1. MVP Canvas Shortcut #1: the MVP Canvas


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Think like a scientist Laser-focus on early adopters Harvest customer insights early Build & test your core loop Co-create a path to mastery Shortcut #1: the MVP Canvas


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Section Two 5 Hacks for Successful Innovation 1. MVP Canvas Clarify your product strategy


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Section Two 5 Hacks for Successful Innovation 1. MVP Canvas Identify strengths, values & success metrics


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Section Two 5 Hacks for Successful Innovation 1. MVP Canvas Prioritize your highest-risk assumptions


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Section Two 1. MVP Canvas Shortcut #2: Speed Interviews


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Think like a scientist Laser-focus on early adopters Harvest customer insights early Build & test your core loop Co-create a path to mastery Shortcut #2: Speed Interviews


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Interview 10-15 (potential) early adopters 5-10 min. per interview


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


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Section Two 5 Hacks for Successful Innovation 1. MVP Canvas I’m in the background, taking notes and categorizing patterns I’m answering questions I’m asking questions Interviewer Subject Note-taker Interviewer + Note-Taker Pairs = Better, Faster Pattern Recognition


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Section Two 1. MVP Canvas Identify 5-7 Enthusiastic Early Adopters Early Adopters Identify Early Adopters + Collect Insights Customer Insights


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Section Two 1. MVP Canvas When trigger I want a activity + goal so I can outcome Shortcut #3: Habit Stories


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Think like a scientist Laser-focus on early adopters Harvest customer insights early Build & test your core loop Co-create a path to mastery Shortcut #3: Habit Stories


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habits, ideas, unmet needs Habit Story = existing habit + unmet need ? Job Story When _________ I want to _____________ so I can __________ trigger activity + goal outcome +


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habits, ideas, unmet needs Piggyback your Core Loop onto an existing habit + unmet need +


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CASE STUDY MVP Canvas


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CASE STUDY MVP Canvas Speed Interviews


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CASE STUDY MVP Canvas Speed Interviews Habit Stories +


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Covet Fashion BEFORE Young women 18-30 who play mobile fashion games Aspirational dress-up in designer fashions PLUS advice from a celebrity stylist


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Covet Fashion BEFORE Young women 18-30 who play mobile fashion games Aspirational dress-up in designer fashions PLUS advice from a celebrity stylist F2P co-op game with real-world fashion content & hot trends Vogue alternative - stay up-to-date on fashion by playing – not just looking


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Covet Fashion BEFORE Young women 18-30 who play mobile fashion games Aspirational dress-up in designer fashions PLUS advice from a celebrity stylist F2P co-op game with real-world fashion content & hot trends Vogue alternative - stay up-to-date on fashion by playing – not just looking like/dislike metrics via interviews with hard-core fashion gamers F2P game experience Existing, addressable audience for fashion games


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Covet Fashion BEFORE Young women 18-30 who play mobile fashion games Aspirational dress-up in designer fashions PLUS advice from a celebrity stylist F2P co-op game with real-world fashion content & hot trends Vogue alternative - stay up-to-date on fashion by playing – not just looking like/dislike metrics via interviews with hard-core fashion gamers 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


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activity + goal outcome trigger Speed Interviews 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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activity + goal outcome trigger Speed Interviews 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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activity + goal outcome trigger Speed Interviews 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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activity + goal outcome trigger Research Results: 3 Key Patterns Fashion Browsers want to immerse themselves in a beautiful aspirational world that keeps them up to date on fashion trends Co-creators want to “do fashion” with a buddy – a friend or relative they can dress with, shop with, and borrow from. Armchair Stylists love telling other people how to dress – they want role-play a celebrity stylist, and get credit for their fashion sense


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When I’m tired after a long day, I want to flop on the couch & get the escapist, immersive experience of flipping through Vogue – but in a game. The Fashion Browser


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When I Login to the game I want to see gorgeous, creative outfits – made from the latest designer fashions so I can stay on top of fashion trends in a fun and relaxing way When I’m tired after a long day, I want to flop on the couch & get the escapist, immersive experience of flipping through Vogue – but in a game. The Fashion Browser HABIT STORY


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Patti told me to put these shoes and belt together with this outfit – I would never think of that, but it TOTALLY works. I need her advice all the time! The Co-Creator


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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 feedback on my outfit online so I can have her accessorize my look and help me feel confident - just like in real life :-) Patti told me to put these shoes and belt together with this outfit – I would never think of that, but it TOTALLY works. I need her advice all the time! The Co-Creator HABIT STORY


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I LOVE the idea a game that lets me rate my friends’ outfits & tell them how to dress better – like I do before every party ? The Armchair Stylist


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When I Login to the game I want to see gorgeous, creative outfits – made from the latest designer fashions so I can stay on top of fashion trends in a fun and relaxing way I LOVE the idea a game that lets me rate my friends’ outfits & tell them how to dress better – like I do before every party ? The Armchair Stylist HABIT STORY


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Covet Fashion AFTER Young women 18-30 who play mobile fashion games Skews older – women 18-45 like the game & older women spend more $$ Aspirational dress-up in designer fashions PLUS advice from aspiring player-stylists F2P co-op game with real-world fashion content & hot trends Vogue alternative - stay up-to-date on fashion by playing – not just looking like/dislike metrics via interviews with hard-core fashion gamers 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


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Covet Fashion AFTER Young women 18-30 who play mobile fashion games Skews older - women 18-45 like the game & older women spend more $$ Aspirational dress-up in designer fashions PLUS advice from aspiring player-stylists F2P co-op game with real-world fashion content & hot trends Vogue alternative - stay up-to-date on fashion by playing – not just looking like/dislike metrics via interviews with hard-core fashion gamers F2P game experience addressable audience for fashion games Young women want a mobile game based on real-world fashion PLUS access to a celebrity stylist


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Covet Fashion AFTER Young women 18-30 who play mobile fashion games Skews older - women 18-45 like the game & older women spend more $$ Aspirational dress-up in designer fashions PLUS advice from aspiring player-stylists F2P co-op game with real-world fashion content & hot trends Vogue alternative - stay up-to-date on fashion by playing – not just looking like/dislike metrics via interviews with hard-core fashion gamers F2P game experience addressable audience for fashion games Young women want a mobile game based on real-world fashion and will spend $$ on a game based on real-world fashion Young women want access to a celebrity stylist – AND to up-and-coming stylists


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iterative play-testing ? hit game


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Try out these techniques for yourself http://mvpdesignhacks.com/shortcuts


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Is this you? My team is creating an innovative project


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Is this you? My team is creating an innovative project We’re in an entrepreneurial organization startup, incubator, accelerator, enlightened co.


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Is this you? My team is creating an innovative project We’re in an entrepreneurial organization startup, incubator, accelerator, enlightened co. We want to validate ideas faster & smarter


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Is this you? My team is creating an innovative project We’re in an entrepreneurial organization startup, incubator, accelerator, enlightened co. We want to validate ideas faster & smarter We have the bandwidth to focus for 4 weeks


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validate your product idea with game design smarts TEAM program LEADER program Custom Packages MVP Design Hacks


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Testimonials from startup founders This program gave me a framework for turning my startup ideas into concrete reality. Megan Berwick Founder, Stealth Startup Testimonials


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Testimonials from startup founders This program gave me a framework for turning my startup ideas into concrete reality. Megan Berwick Founder, Stealth Startup MVP Design Hacks gave me the skills and confidence to quickly validate my ideas & build a product that our customers love and need. Amanda Pouchot Founder, Stealth Startup Testimonials


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Testimonials from startup founders This program gave me a framework for turning my startup ideas into concrete reality. Megan Berwick Founder, Stealth Startup MVP Design Hacks gave me the skills and confidence to quickly validate my ideas & build a product that our customers love and need. Amanda Pouchot Founder, Stealth Startup Fantastic methodology – the ROI you’ll see is a no-brainer. Ofer Leidner President, Happify Testimonials


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Testimonials from startup founders This program gave me a framework for turning my startup ideas into concrete reality. Megan Berwick Founder, Stealth Startup MVP Design Hacks gave me the skills and confidence to quickly validate my ideas & build a product that our customers love and need. Amanda Pouchot Founder, Stealth Startup Fantastic methodology – the ROI you’ll see is a no-brainer. Ofer Leidner President, Happify This program was invaluable in helping us connect ideas & prototypes to the needs of a real audience. Ori Ratner Co-founder, Pedago Testimonials


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Testimonials from startup founders This program gave me a framework for turning my startup ideas into concrete reality. Megan Berwick Founder, Stealth Startup MVP Design Hacks gave me the skills and confidence to quickly validate my ideas & build a product that our customers love and need. Amanda Pouchot Founder, Stealth Startup Fantastic methodology – the ROI you’ll see is a no-brainer. Ofer Leidner President, Happify This program was invaluable in helping us connect ideas & prototypes to the needs of a real audience. Ori Ratner Co-founder, Pedago We created and tested our MVP in record time. An invaluable investment that’s still paying off. Ranan Lachman CEO, Pley Testimonials


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