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TRANSCRIPT
Twelve Steps To Creating A New Innovation From Scratch
How to Go From Initial Idea to Scaled Solution With Product
Market Fit
Welcome Back!
• Hope you enjoyed our last session
– Markets, Technology and Business Models
– Four Types of Innovation
• This session is all about putting the pieces together into a
easy to understand, step-by-step process to go from idea to
scaled business
– Four Innovation milestones
– Steps to achieve each milestone
– Tools to make it easier and organized
• Time to dive in!
A Little About Why I Created This Process…
• My first experience was with a company going through the massive scale process– The business doubled every year for 3 years I worked there!
– My job was operations – critical to scaling
• Second experience was working at a startup that went from $0 to $100M valuation in 3 years– Learned a TON about the mechanics of creating a successful startup and the
importance of a STRONG channel
• Third experience was as a product manager in a Fortune 150 company– Led a product line that went from $4M to $30M+
• My recent work focuses on creating new businesses in a giant company– Created several new growth businesses from scratch, all within the confines
and bureaucracy of a giant corporation
• Consulted with numerous startups and helped them organize their work and focus only on what moves the needle
In 2016, I Needed A Logical And Systematic Approach To
Trying New Business And Product Ideas
• Lots and lots of innovation tools
– No good curation
– Hard to know which ones actually work (A LOT of tools created by people
who’ve not been through the process themselves)
– Some tools I needed didn’t exist or if they did they were confusing to use
• No comprehensive, step-by-step system that explained the
process of going from idea to scaled business
– There is no such thing as a silver bullet to ensure success but there is a
repeatable system to follow that greatly improves your odds
• In this video I will outline a proven system to go from idea to
business model fit
Agenda
• The world of innovation is haphazard and unorganized
• A proven, step-by-step system to take you from idea to scaled
business
• What you can do right now to get started
Innovation is Invention Plus Commercialization
“Innovation is invention plus
commercialization”
– Christopher Freeman
Invention
+
Commercialization
“Publishing in
the 21st Century”
The Four Innovation Milestones
• There are many twists and turns
throughout an innovation program but
four milestones remain consistent
– You are tackling a real problem that a
significant number of people care about
– You come up with solutions to that
problem
– You come up with ways to take your
solution to market
– You figure out how to sustainably scale
your solution to many customers
Problem / Opportunity Fit
Problem / Solution Fit
Product / Market Fit
Business Model Fit
Innovation Milestone 1: Problem Opportunity Fit
• You are tackling a real problem that a significant number of people care about– Signs that you’re solving a real problem
• There are solutions available today – they just could be a lot better
• Customers are doing manual workarounds right now to solve the issue
• Watch out for signs of apathy about the problem with your customer segment – that’s a red flag
– Signs that a significant number of people care about the issue
• There is already a large market with lots of people searching and paying for solutions
• There is a large group of specific people who are consistently frustrated by the issue
• Watch out for signs that there is no existing market for this job to be done – that’s a red flag
– People quickly pay for morphine, but slowly pay for vitamins
Problem / Opportunity Fit
Innovation Milestone 2: Problem / Solution Fit
• You have solutions to that problem
– Signs that you have a solution to the problem• People tell you they would pay you money if it were
available right now
• Better yet, you show them a concept and they say “I’ll pay you right now to go build that for me.” (e.g. Kickstarter model)
• Watch out for signs of people being nice instead of needy – neediness is a good sign, being nice is a death knell
• Passionate, lively responses are what matter –whether they love it or hate it
– The worst possible scenario is they tell you it’s “nice” or a “good idea for someone else” (assuming you’re segmentation is correct)
Problem / Solution Fit
Innovation Milestone 3: Product / Market Fit
• You have a way to take your solution to
market
– Signs that you have product / market fit
• Orders overwhelm you to the point where you are
forced to turn away customers
• Customers refer your solution to others with glowing
praise
• You are both excited and terrified by the momentum
you have created
• Watch out for false starts that feel like real customer
interest but are ultimately empty promises
Product / Market Fit
Innovation Milestone 4: Business Model Fit
• You figure out how to sustainably scale
your solution to many customers
– Signs that you have business model fit
• Your team of generalists is transforming into more
specialized and consistent roles
• You have repeatable business processes and
procedures that enable more efficient work
• Your business generates consistent and growing
revenues
• You are able to take profits from the business and
put them back in for more growth
Business Model Fit
Step 1: Document the
Idea
Step 2: Discover the
Customer and Problem
to Solve
Step 3: Analyze the
Market, Industry and
Technology
Innovator’s Journey Overview
Problem / Opportunity Fit
Customer Discovery
Problem / Solution Fit
Solution Discovery
Product / Market Fit
Market Development
Business Model Fit
Business Execution
Clarify Discover Create Scale
Step 4: Discover the
Solution
Step 5: Determine
Solution Feasibility and
Attractiveness
Step 6: Determine
Strategic Fit and Form
a Team
Step 7: Create
Minimum Viable
Product (or Service)
Step 8: Create
Minimum Viable
Messaging
Step 9: Create
Minimum Viable
Channel
Step 10: Define Business
Vision & Strategy
Step 11: Prepare for
Scale
Step 12: Re-Organize
Team and Scale the
Business
Step 1: Document the Idea Step 4: Discover the SolutionStep 7: Create Minimum Viable
Product (or Service)
Step 10: Define Business Vision &
Strategy
The Innovator’s Canvas
Learning Log: Solution Experiments
MVP Storyboard
Low/Med/High Fidelity Prototypes
Learning Log: Solution Experiments
Solution Requirements Canvas
Service Design Blueprint
Vision and Strategy Canvas
Solution Planning Canvas
Step 2: Discover the Customer and
Problem to Solve
Step 5: Determine Solution
Feasibility and Attractiveness
Step 8: Create Minimum Viable
MessagingStep 11: Prepare for Scale
Learning Log: Problem Experiments
Customer Empathy Map
Customer Journey Map
Customer Persona Template
Solution Feasibility and
Attractiveness Dashboard
Learning Log: Messaging Experiments
Brand Canvas
Messaging Canvas
Process Maps
Step 3: Analyze the Market,
Industry and Technology
Step 6: Determine Strategic Fit and
Form a Team
Step 9: Create Minimum Viable
Channel
Step 12: Re-Organize Team and Scale
the Business
Market Distribution Map
Tech and Business Model Runways
4 Types of Innovation Cheat Sheet
Team Charter Canvas Learning Log: Channel Experiments
Channel Design CanvasProcess Models
Stakeholder Check-In:Review the customer, problem, market
opportunity and business canvas.
Request funding to form full discovery team
Stakeholder Check-In:Review prototype demo, feasibility, cost, IP
and strategic fit for building the business.
Request funding to create MVP
Stakeholder Check-In:Review MVP results, assess product
market fit and decide to pivot or persevere.
Request funding for scaling resources
Stakeholder Check-In:Review vision, strategy, solution plan and
business processes to scale.
Review ongoing needs of the business
Innovation Journey Overview Continued…
Problem / Opportunity Fit
Customer Discovery
Problem / Solution Fit
Solution Discovery
Product / Market Fit
Market Development
Business Model Fit
Business Execution
Clarify Discover Create Scale
Step 1: Document the Idea Step 4: Discover the SolutionStep 7: Create Minimum Viable
Product (or Service)
Step 10: Define Business Vision &
Strategy
Step 2: Discover the Customer and
Problem to Solve
Step 5: Determine Solution
Feasibility and Attractiveness
Step 8: Create Minimum Viable
MessagingStep 11: Prepare for Scale
Step 3: Analyze the Market,
Industry and Technology
Step 6: Determine Strategic Fit and
Form a Team
Step 9: Create Minimum Viable
Channel
Step 12: Re-Organize Team and Scale
the Business
Innovation Process Overview
Problem / Opportunity Fit
Customer Discovery
Problem / Solution Fit
Solution Discovery
Product / Market Fit
Market Development
Business Model Fit
Business Execution
Clarify Discover Create Scale
Project Name Designed By Date & Iteration
Customer Segment � Channel(s) � Mission Statement � Business Structure �Awareness Legal Entity Owner(s)
Problem Statement � Sale Value Proposition � Key Resources �Human Intellectual
Job to Be Done ✔ Gains � Delivery Gain Creators � Product or Service � Physical Financial
Pains ☹ Support Pain Killers � Unfair Advantage � Key Partners �
Revenue Structure Pricing & Frequency � Cost Structure Total Cost of Running the Business �
Acquisition & Support Cost of Goods & Services General & Administrative
Overall Market Dynamics
Customer Trends Market Size Current Channels Current Solutions/Providers Technology Trends Industry Trends Regulatory Trends
Business Model To Validate: Owner:
Build Measure Learn
Start
Step 0:
Focus
Step 1:
Question
Step 2:
Hypothesize
Step 3:
Metric & Criteria
Step 4:
Resources
Step 5:
Procedure
Step 6:
Observation Step 7: Conclusion End
#We asked this
question on…
We are
focusing
on…
Our question is… Our hypothesis is… We are right if…
The resources we
need are…Our procedure is… We observed that…
Our hypothesis
was valid,
invalid,
uncertain
We learned that…
We learned
the answer
on…People Materials
1 1/9/00 0:00Facebook
ads
Can we generate phone call/sms for a smart /
predictive maintenance
agreement on facebook?
That we can generate leads for smart
maintenance using online
ads and landing pages
We can generate an average cost / lead for
less than $175
Scott
Facebook, ad concepts,
landing page
Scott will create ads and landing pages and post
them online
We learned the ads performed better than
expected
Valid
We can generate more demand than we
originally thought.
1/9/01 12:00 AM
Project Name Designed By
Cu
rre
nt
Sta
te
ONCE UPON A TIME…(Customer Segment)
HE/SHE ALWAYS…(Main Tasks)
BUT ALWAYS HAD A PROBLEM…(Main Problem and or Pains)
HE/SHE TRIED TO SOLVE IT…(Competing Solutions)
Fu
ture
Sta
te
BUT HE/SHE WISHED THAT…(Main Solution and or Gains)
UNTIL ONE DAY…(Awareness Channel)
UNLIKE HIS/HER SOLUTION…(Unique Advantage)
HIS/HER WISH CAME TRUE…(Customer's Aspiration)
Business Model Feasibility and Risk Dashboard
Project Name Created By Date and Iteration
Feasibility
Assessment
for Each Idea
Customer Channel Value Proposition Business
Segment Attractiven
ess
Problem / Pain Level
Segment / Market
Size
Feasibilityto
Generate
Awareness
Feasibility to Drive
Sales
Feasibility to Handle
Delivery
and Support
Solution Strength at
Solving
Problem
Switching Costs from
old way to
new way
Potential for 10X
Improveme
nt in Cost or Value
Cost Feasibility
to Create
Solution
Technical Feasibility
To Create
Solution
Fit with Investment
Goals
In Control of Your
Own
Destiny
Strength of Unique
Advantage
Risk and Complexit
y to
Execute Model
Speed to Breakeven
Scalability
Definition
We know who they are and
they are actively seeking
solutions
They consistently
rate the problem as a
9 or 10 on
the pain scale
Can the market size
support your growth
targets?
We can generate
awareness of the solution
cost
effectively and at scale
We can sell the solution
cost effectively
and at scale
We can deliver and
support the solution cost
effectively
and at scale
Customers who use the
solution are passionate
and positive
about the value it
creates for them
Switchingcosts for
customers to adopt the
solution are
low
The idea has the potential
to reduce customer
costs by 10X
or increase customer
value by 10X
Feasibility to create
profitable unit economics
Technical feasibility to
create the solution
Fit between the idea and
the investment goals of the
business or its investors
Idea has minimal
dependencies
on partnerships
or tiered value
props for getting solution
to market
How likely your unique
advantage is to create a
moat around
your solution through IP,
Network Effect, etc.
E.g. multiple layers of
customers to
convince and
problems to
solve
Speed to aprofitable model
Feasibility of scaling the
model
Unknown Unknown Unknown Unknown
Unknown Unknown Unknown Unknown
Unknown Unknown Unknown Unknown Unknown Unknown
17% of mkt Unknown Unknown Unknown
Unknown Unknown Unknown Unknown Unknown Unknown
Team Name Designed By
Mission � Goals � Values �
Why The reason the team exists and the purpose behind coming to work everyday.
WhatSpecific, measurable, attainable, relevant and timely Objectives the team sets out to
achieve. Limit to one or two.
HowCore beliefs about what is most important to the team. Acts as method for
empowerment and guide rails for how the work gets done.
Roles & Responsibilities � Strengths & Skills � Weaknesses & Risks �Who
The list of team members and their role(s) on the team.The set of strengths and unique abilities that are inherint to individuals on the team and
to the team as a whole. The areas where the team has blind spots or gaps in skills or ability that may hinder
progress toward achieving the team goals.
Scope � Norms � Fun Events �
The things that are inside the teams realm of responsibility compared to those things that are outside the teams realm of responsibility.
The manner in which the team agrees to work. For example, work hours, conflict resolution, decision making process, internal & external communications, meeting
guidelines, etc.
How the team will strengthen relationships, celebrate success and do team building activities.
Team Member Signatures
Team Charter Canvas
Project Name Created By
Product / Service Description Date & Iteration
Customer Pain(s) to Solve Customer Use Case(s)A description of the customer and their pain that your solution is designed to solve. An example of how the customer would use the solution.
Baseline Requirements MVPFirst Official Launch (1.0)
Must Have Should Have Could HaveThe baseline expectations the customer has
that are general to every comparable
solution they would ever consider using.
These form the table stakes upon which the
product or service is built.
The first iteration of the product that delivers
a proof-of-concept toward solving the
customer pain. By nature MVP's by
themselves usually are not polished,
scalable nor profitable.
Requirements beyond the MVP that the
product can't sustain itself without
Requirements beyond the must haves that
form the official design target(s) for the
product
Additional functionality that is to be included
if possible
Target Cost Target Market Price Key Differentiator Success Metric Release Date for 1.0The target marginal cost for creating the
product or service
The target price to charge customers for the
product or service
What is unique and useful about this
solution versus the competition
The metric by which success of this solution
will be measuredTarget date for launch of the initial solution
Solution Requirements Canvas
Project Name Created ByDate &
Iteration
Segment
Name
Tangible / Physical
Evidence
Customer Actions
Front Stage
Back Stage
Support Processes
Service Blueprint
Line of Interaction
Line of Visibility
Line of Internal
Interaction
Brand CanvasDesigned For Designed By Date & Iteration No.
Bra
nd
Sto
ry
Name ✏ Personality �Positioning
Statement �Persona � Promise ✌ Storyboard �
The name of your business or product6 words that describe your brand
personality, voice and values
For ___ who are dissatisfied with ___, our
product is a ___ that provides ___, unlike ___ we have assembed ___.
A descriptive summary of your target
customer segmentThe bumper sticker for your brand
The heart and soul of your brand - the story of how your solution
helps your target customer achieve their deepest held aspirations
Bra
nd
Sym
bo
ls
Logo ✪ Color Palette � Typography ✒ Imagery �
The primary symbol used to embody and communicate the brand
The 2-5 colors that represent your brand personality and help communicate your brand story to your target
customers
The arrangement of type (typeface, size, line length, spacing, etc.) that best helps convey your brand's story
Example images and guidelines used to ensure the images used in conjunction with your brand are consistent with the
brand story
Messaging CanvasProject Name Designed By Date & Iteration
Customer Segment � Aspirations � Channels � Empowerment � Mission Statement �These are the people who have a problem that you understand better than
they do that you can potentially solve with your value proposition
The inspirational vision of the person your
customer wants to become
Channels describe the modes you will use to
deliver your value proposition to customers
The story your brand conveys to empower your
customers to achieve their aspirations
A clear and bold declaration of the company ’s mission of create a positive
impact
Problem Statement � Mental Models � Awareness Analogy Bridge � Value Proposition �The fundamental reason your customer is dissatisfied with their current
experience
The mental models or frameworks your
customer uses to frame the problem they face
How customers will become aware of your
solution
The analogy that connects your solution to the
customer's existing mental models
The solution statement describes what your offer is and what it will do for
your target customers
Job to Be Done ✔ Gains � Feelings Wished For � Sale Feelings Gained � Gain Creators � Product or Service �
The primary objective your customer
is trying to achieve
Customer needs that go beyond the
core utility of getting the job done
The extra emotional highlights your customer
wishes they could experience that are above and beyond the feelings related to resolving the
pain of the situation
How your solution will be explained and sold
Those above-and-beyond emotions your
customer experiences during or after using your solution
Value created by your product/service
above and beyond merely solving the problem
These are the products and/or
services you intend to sell.
Pains ✔ Feelings of Pain � Delivery Feelings of Resolution � Pain Killers �
The pain inherent in existing solutions
when getting the job done
The primary negative emotions related to the
problem statement that must be resolvedHow your solution will be delivered
The primary positive emotions your customer
will experience as a result of using your solution
The main attribute of your
product/service that solves the customer's pain
Testimonial of Problem � Problem Truth Bombs � Unique Advantage � Solution Truth Bombs � Testimonial of Solution �A written or recorded video where someone who has experienced the
problem describes it in their own words and the feelings they felt because of it
Factual statements or statistics that poignantly
describe the problem the customer has
The one or two things that make your solution
valuably different from other alternatives
Factual statements or statistics that illustrate
how your product or service solves the problem
A written or recorded video of someone who has experienced the problem,
solved it with your solution and describes their experience
Channel Design Canvas Project Name Designed By Date & Iteration No.
Customer
�
Problem
�
Channel � Solution
�
Provider
�Awareness Sale Delivery
A description of the target customer segment
The problem to solve for that customer segment
How customers become aware of the solution
The means by which the customer was presented the benefits of the
solution
The means by which the solution was delivered to the customer
A description of the solution to the customer's problem
Names of the solution providers
Cu
rre
nt
Pa
th T
o M
od
el
Pro
po
se
d F
utu
re P
ath
Ke
y M
etr
ics
Marketing Costs Customers Acquired Entry Exit Entry Exit Entry Exit Acquisition Cost Conversion Rate
Sum of all marketing costs over a specified period of time
Sum of all customers acquired during the same period
E.g. FB ad impressions
E.g. Email sign ups
E.g. Email opens
E.g. Clicks to purchase on
sales page
E.g. Order confirmations
E.g. Positive review /
testimonial
Total non-fixed marketing costs divided by total customers acquired
Awareness exit divided by Delivery entry
Innovation Process Overview
Problem / Opportunity Fit
Customer Discovery
Problem / Solution Fit
Solution Discovery
Product / Market Fit
Market Development
Business Model Fit
Business Execution
Clarify Discover Create Scale
Core Idea
Alternatives Discovered
Feasibility
Dashboard
Idea to Pursue
Minimum Model BuiltModel To Scale
Product Market
Fit
PivotFix fundamental flaw with the model
PersevereFix flaws in execution
Business Model Evolution
Innovation Process Overview
Problem / Opportunity Fit
Customer Discovery
Problem / Solution Fit
Solution Discovery
Product / Market Fit
Market Development
Business Model Fit
Business Execution
Clarify Discover Create Scale
IdeaMVP
- Beta
- Vertical experience
slice
Version 1
- Refined
- Scalable
- Profitable
Product EvolutionProduct Evolution
Low-fidelity
prototype
Med-fidelity
prototype
High-fidelity
prototype
- Alpha
Landing
Page
Video
Presentation
Sales
Brochure
Innovation Process Overview
Problem / Opportunity Fit
Customer Discovery
Problem / Solution Fit
Solution Discovery
Product / Market Fit
Market Development
Business Model Fit
Business Execution
Clarify Discover Create Scale
Idea
Low-fidelity
prototype
Med-fidelity
prototype
High-fidelity
prototype
- Alpha
MVP
- Beta
- Vertical experience
slice
Version 1
- Refined
- Scalable
- Profitable
Product EvolutionService Evolution
Innovation Process Overview
Problem / Opportunity Fit
Customer Discovery
Problem / Solution Fit
Solution Discovery
Product / Market Fit
Market Development
Business Model Fit
Business Execution
Clarify Discover Create Scale
Pain Score
0-10
Market Size
Customer
Metrics
Willingness to
Buy Score
0-10
# Signed LOI’s
Product
Metrics
Sales Volume
Sales Revenue
(not profit)
Channel
Metrics
Sales Volume
Profit
Business Process
(Operations)
Metrics
Customer
Satisfaction
Metrics
Metrics That Matter
Innovation Process Overview
Problem / Opportunity Fit
Customer Discovery
Problem / Solution Fit
Solution Discovery
Product / Market Fit
Market Development
Business Model Fit
Business Execution
Clarify Discover Create Scale
Founder with an Idea
Business Lead
+
Technical Lead
+
Design Lead
Business Lead
+
Technical Lead
+
Design Lead
+
Project Lead
+
Marketing Lead
+
Sales Lead
Execution TeamFounder Discovery Team Build Team
Build Team
+
Business Analyst
+
Functional Leads
Team Evolution
Innovation Process Overview
Problem / Opportunity Fit
Customer Discovery
Problem / Solution Fit
Solution Discovery
Product / Market Fit
Market Development
Business Model Fit
Business Execution
Clarify Discover Create Scale
Agenda:
- Review [updated] Canvas
- Review findings from customer
interviews including personas,
empathy maps and journey maps
- Review market size, distribution
map, technology and business
model runways and the type of
innovation you plan to pursue
- Request funds to form a full
discovery team
- Business Lead
- Engineering (or
Construction) Lead
- Design Lead
Agenda:
- Review Customer Willingness To
Buy scores
- Review LOI’s
- Review solution Feasibility and
Attractiveness Dashboard
- Review rationale for strategic fit
- Request funds to hire team
and build MVP
- Project Lead
- Sales Lead
- Marketing Lead
Agenda:
- Review findings from solution
experiments
- Review Solution Requirements
Canvas or Service Blueprint
- Review Brand Canvas
- Review Messaging Canvas
- Review Channel Design Canvas
- Determine if Product / Market Fit
was achieved
- Request funds to begin scaling
- Functional Leadership
- Business Analyst
Agenda:
- Review Vision and Strategy Canvas
- Review Solution Planning Canvas
- Review business model financial
performance
- Review business process maps and
models
- Ongoing Board Meetings
- Review business financial
performance
- Review all key functional
areas of the business
Stakeholder Reviews (occur at the end of each stage)
The Innovator’s Canvas Provides A Summary While The
Other Canvases and Concepts Go Deep In Each AreaProject Name Designed By Date & Iteration
Customer Segment � Channel(s) � Mission Statement � Business Structure �Awareness Legal Entity Owner(s)
Problem Statement � Sale Value Proposition � Key Resources �Human Intellectual
Job to Be Done ✔ Gains � Delivery Gain Creators � Product or Service � Physical Financial
Pains ☹ Support Pain Killers � Unfair Advantage � Key Partners �
Revenue Structure Pricing & Frequency � Cost Structure Total Cost of Running the Business �
Acquisition & Support Cost of Goods & Services General & Administrative
Overall Market Dynamics
Customer Trends Market Size Current Channels Current Solutions/Providers Technology Trends Industry Trends Regulatory Trends
Support
StructureSolution
Customer /
ProblemChannel
Market Environment
Pro-Forma P&L
Patents,
Copyrights,
Trademarks
Property,
Equipment,
Real Estate
Articles of Incorporation
Learning Log
Experiments Log
Business Model To Validate: Owner:
Build Measure Learn
Start
Step 0:
Focus
Step 1:
Question
Step 2:
Hypothesize
Step 3:
Metric & Criteria
Step 4:
Resources
Step 5:
Procedure
Step 6:
Observation Step 7: Conclusion End
#We asked this
question on…
We are
focusing
on…
Our question is… Our hypothesis is… We are right if…
The resources we
need are…Our procedure is… We observed that…
Our hypothesis
was valid,
invalid,
uncertain
We learned that…
We learned
the answer
on…People Materials
1 1/9/00 0:00Facebook
ads
Can we generate phone
call/sms for a smart /
predictive maintenance
agreement on facebook?
That we can generate
leads for smart
maintenance using online
ads and landing pages
We can generate an
average cost / lead for
less than $175
Scott
Facebook,
ad concepts,
landing page
Scott will create ads and
landing pages and post
them online
We learned the ads
performed better than
expected
Valid
We can generate more
demand than we
originally thought.
1/9/01 12:00 AM
Setting Up The Experiment
Observing
The
Results
Summarizing The
Insights
Step 1: Document the Idea Step 4: Discover the SolutionStep 7: Create Minimum Viable
Product (or Service)
Step 10: Define Business Vision &
Strategy
The Innovator’s Canvas
Learning Log: Solution Experiments
MVP Storyboard
Low/Med/High Fidelity Prototypes
Learning Log: Solution Experiments
Solution Requirements Canvas
Service Blueprint
Vision and Strategy Canvas
Solution Planning Canvas
Step 2: Discover the Customer and
Problem to Solve
Step 5: Determine Solution
Feasibility and Attractiveness
Step 8: Create Minimum Viable
MessagingStep 11: Prepare for Scale
Learning Log: Problem Experiments
Customer Empathy Map
Customer Journey Map
Customer Persona Template
Solution Feasibility and
Attractiveness Dashboard
Learning Log: Messaging Experiments
Brand Canvas
Messaging Canvas
Process Maps
Step 3: Analyze the Market,
Industry and Technology
Step 6: Determine Strategic Fit and
Form a Team
Step 9: Create Minimum Viable
Channel
Step 12: Re-Organize Team and Scale
the Business
Market Distribution Map
Tech and Business Model Runways
4 Types of Innovation Cheat Sheet
Team Charter Canvas Learning Log: Channel Experiments
Channel Design CanvasProcess Models
Stakeholder Check-In:Review the customer, problem, market
opportunity and business canvas.
Request funding to form full discovery team
Stakeholder Check-In:Review prototype demo, feasibility, cost, IP
and strategic fit for building the business.
Request funding to create MVP
Stakeholder Check-In:Review MVP results, assess product
market fit and decide to pivot or persevere.
Request funding for scaling resources
Stakeholder Check-In:Review vision, strategy, solution plan and
business processes to scale.
Review ongoing needs of the business
Innovation Process Overview
Problem / Opportunity Fit
Customer Discovery
Problem / Solution Fit
Solution Discovery
Product / Market Fit
Market Development
Business Model Fit
Business Execution
Clarify Discover Create Scale
Pulling This All Together
You can do this
And I’m going to hold your hand the entire way…
A Quick Preview As to What Is Coming Next
An Opportunity to Join The Innovator’s Canvas
Masterclass
Keep An Eye Out To Your Inbox!
The Innovator’s Masterclass Is Different
Lots of folks out there say “Follow the Lean Startup process”
But they don’t tell you EXACTLY what to do step-by-step
This is the most common thing I hear from entrepreneurs and
business leaders “We love the idea of the Lean Startup but
don’t know where to start in applying it to our situation.”
Can’t find anyone who says “Do this in step 1, step 2, step 3…”
What is The Innovator’s Canvas Masterclass?
100% Step-by-Step Digital Course
12 Concentrated Modules of Actionable
Information
Limited Time Epic Bonuses
Next Up…
• I’ll go over all the details about The Innovator’s
Canvas Masterclass
• Keep an eye on your inbox for the next video in
the series!
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