Published on February 20, 2014
JIMMY FLORES Content Strategy, Planning & Execution Youtuber Tetuan Valley Whip Master
THINKING DIFFERENT The tool kit for better startup ideas.
Tool To Think Different 1. KNOW YOUR WHY
THERE’S THIS PROBLEM __________________
MASLOW’S HIERARCHY OF NEEDS +2
7 LEVELS OF HUMAN NEED 1 Physiological • • • • • Breathing Eating Rest Reproduction Stability
7 LEVELS OF HUMAN NEED 2 Security • Physical • Work • Resource s • Moral • Family • • • • Health Property Fear Social (group/ tribe)
7 LEVELS OF HUMAN NEED 3 Relationships • Friendship • Affection • Sexual Intimacy
7 LEVELS OF HUMAN NEED 4 Acknowledgement • • • • Self-esteem Confidence Success Respect from/towards others
7 LEVELS OF HUMAN NEED 5 Self Actualization • • • • • • Morality Creativity Spontaneity Without Prejudice Acceptance Problem Solving
7 LEVELS OF HUMAN NEED 6 Effect Change • Change the world • Correct injustices • Work as a group
7 LEVELS OF HUMAN NEED 7 Service • Self realization through serving others
7 LEVELS OF HUMAN NEED 1 Physiological 2 Security 3 Relationships 4 Acknowledgement 5 Self Actualization 6 Effect Change 7 Service
THERE’S THIS PROBLEM __________________ AND WE SOLVE IT DOING THIS __________________
OBSESS WITH IDENTIFYING IF THE PROBLEM REALLY EXISTS
THEN OBSESS IN SOLVING THE PROBLEM
Tool To Think Different 2. LEAN IDEAS
LEAN = IDENTIFY THE ACTIVITIES THAT ADD VALUE AND THOSE WHICH ARE WASTES OF TIME
IDEAS = VISIONS OF CHANGE LOOKING FOR A SUSTAINABLE AND SCALABLE WAYS TO SURVIVE
1. 2. 3. 4. 5. Idea Hypothesis MVP Test Learn
IDEA Inspiration that you can improve and create something superior to any present solution.
HYPOTHESIS A supposition that validates the assumption posed in your idea.
MVP The minimal solution that provides value to the customer and allows you to receive value.
TEST An experiment designed to break and prove our hypothesis incorrect.
LEARN Positive Results Negative Results Do more of that! Develop more ideas to validate this result. Great! Now you know what not to do. Try again.
Idea Learn Hypothesis Test MVP
Tool To Think Different 3. BUSINESS MODEL
The solution to a problem is not the product it’s the entire business model. The business model is the product. -Ash Maurya
IDEAS NEED SUSTAINABLE & SCALABLE BUSINESS MODELS
BUSINESS MODEL CANVAS
VALUE PROPOSITION Why should people care? • It’s not about your idea or product. • Solve a problem, fill a need. • This is the context that surrounds the solution.
CUSTOMER SEGMENTS Who are they and why will they buy? • You exist for they pleasure and satisfaction. • Customer personas, arquetypes & psychographics.
CHANNELS How does your product get to the customers? • • • • Internet. Physical channels. Retail. Trunk of a car.
CUSTOMER RELATIONSHIPS How do you get, maintain and grow your customers? • Customer acquisition funnel. • Acquisition, Activation, Retention, Refferall, Revenue
REVENUE STREAMS How do you make money? • Revenue stream from each customer segment. • The value the customer receives. • How you sell what you offer.
KEY RESOURCES What are your most valuable resources? • The indispensable resources the business model needs to funciton. • Economic (investment/credit) • Physical (fabrication/machinery) • Intellectual (patents/people) • Human (designers/engineers)
KEY PARTNERSHIPS Who are your partners and providers? • On the shoulders of giants. • Key resources you can’t do in house. • Partnerships with non competitors and coopetition.
KEY ACTIVITIES What’s most important for the business? • Things and actions needed for the business model to function. • Production • Problem solving (consulting/engineering) • The bare minimum, start eliminating activities until the business model breaks.
COST STRUCTURE What are your expenses? • Costs of sustaining this business model. • The most important expenses (vitals). • The most expensive resources and activities. • Fixed and variable costs. • Economies of scale.
THIS IS THE PRODUCT
Tool To Think Different 4. IDEAS FOR THEM
IDEAS TO CAPTIVATE PEOPLE IDEAS TO BREAK DOWN INDIFFERENCE
IDEAS FOR PEOPLE YOU WANT LIKE TO SPEND YOUR DAYS WITH?
BUILD STUFF FOR THEM
PSYCHOGRAPHI CS • Lifestyle
PSYCHOGRAPHI CS • Lifestyle • Personality
PSYCHOGRAPHI CS • Lifestyle • Personality • Interests
PSYCHOGRAPHI CS • • • • Lifestyle Personality Interests Values
PSYCHOGRAPHI CS • • • • • Lifestyle Personality Interests Values Attitude
MYERSBRIGGS • • • • • • • • Inspector (ISTJ) Protector (ISFJ) Counselor (INFJ) Mastermind (INTJ) Craftsman (ISTP) Composer (ISFP) Healer (INFP) Architect (INTP) http://www.truity.com/view/types • • • • • • • • Dynamo (ESTP) Performer (ESFP) Champion (ENFP) Visionary (ENTP) Supervisor (ESTJ) Provider (ESFJ) Teacher (ENFJ) Commander (ENTJ)
PERSONALITY DETERMINES BEHAVIOR
Tool To Think Different 5. NEW CATEGORIES
PRODUCT CATEGORIES DIVERGE
CREATIVE COMBINATION CROSSING CATEGORIES
YogaSak.com Technology Fitness
YogaSak.com Flea Market Crafts
doppelganger.jp Security Cycling
Cooking Art & Tech
THINK WHY CAN’T IT BE THIS WAY?
DREAM OF CREATING AND OWNING THE CATEGORY
HUSTLE TO BE THE FIRST BRAND IN THE CATEGORY
BE THE 1ST TO SOMEONE
Tool To Think Different 6. THINKING DIFFERENT
EASE OF USE
RETRO / MODERN
NON ANIMAL TESTED
THINK DIFFERENT SOLVE PROBLEMS
THINK DIFFERENT SOLVE PROBLEMS FOR PEOPLE
Tool To Think Different 6. READ
BIBLIOGRAPHY • • • • • • • The Lean Startup – Eric Ries Business Model Generation – Alexander Osterwalder Eating The Big Fish – Adam Morgan Permission Marketing – Seth Godin Experience Economy – B. Joseph Pine II Positioning – Al Ries The Cultire Code – Clotaire Rapaille • • • • • • • The Art of The Start – Guy Kawasaki Ogilvy On Advertising – David Ogilvy The Startup Owners Manual – Steve Blank Content Strategy For The Web – Kristina Halvorson The Art Of Community – Jono Bacon Pitch Anything – Oren Klaff The Origin Of Brands – Al Ries
JIMMY FLORES Private consulting services on content strategy, planning &execution. email@example.com
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