Go Big, be Bold and Make a Difference

How to speed up innovation and end user impact? How to build the business of tomorrow? A few considerations from the trenches of innovation and collective thinking. 

Well it requires more than a sharp eye, killer team and rational/emotional goals. It requires what I often call ‘orchestration’ of different principles fitting the to your organisation and the out-side in view or real client pain points and the ability to solve the BIG issue and not get stuck on the incremental. 

What is the difference between Design Thinking, Lean Startup and Agile?

I often get asked what the difference is between those terms. “Is lean startup opposite of design thinking? oh no, maybe it is the same?” and “Ah ok, so you mean agile?” or “I think Agile is a better word for it”. Those are some of the comments I get whenever I talk about one of terms above.

I will hereby try to clarify what these terms relate to, and how they can be integrated with each other.

Design thinking

Design thinking is an iterative process in which we thrive to understand the user’s pain, challenge assumptions, redefine problems, in order to create new strategies and solutions.

Opposed to “Brainstorming”, Design thinking promotes “Painstorming”, in order to fully understand the user’s pain.

The usual Design thinking phases are the following:

• Empathize with your users 
• Define your users’ needs, their problem, and your insights 
• Ideate by challenging assumptions and creating ideas for innovative solutions
• Prototype to start creating solutions 
• Test solutions 

According to Tim Brown, CEO of IDEO: “Design thinking is a human-centered approach to innovation that draws from the designer’s toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.”

Lean Startup

“Lean startup is a methodology for developing businesses and products, which aims to shorten product development cycles and rapidly discover if a proposed business model is viable; this is achieved by adopting a combination of business-hypothesis-driven experimentation, iterative product releases, and validated learning.” — Wikipedia

Globally, 90% of startups fail (Forbes) and the number one reason is market failure: “They make products no one wants.”

The lean startup methodology was born in Silicon Valley in the 90s, but the use of the word “lean” has its roots to Toyota’s lean production system. Toyota’s lean manufacturing system was used to build things efficiently, yet it doesn’t tell what should be built.

Using Eric Ries words: “The Lean Startup provides a scientific approach to creating and managing startups and get a desired product to customers’ hands faster. The Lean Startup method teaches you how to drive a startup-how to steer, when to turn, and when to persevere-and grow a business with maximum acceleration. It is a principled approach to new product development.”

Agile

Agile is a way of working, based on an iterative development, incremental delivery and ongoing reassessment of a product.

As mostly used in software development, it is based on a clear idea of the product’s concept and its market. Contrary to the idea of focusing on a set of features to be developed, agile focuses on the high value features first.

Agile is all about producing tangible, working results after each iteration. According to the 12 principles of the Agile Manifesto, “Working software is the primary measure of progress.” Deliver a rough draft, then revise based on your editor’s suggestions. Never deliver the entire piece all at once!

Design Thinking, Lean Startup and Agile can be combined as shown in the picture below.

• Empathize, Define and Ideate through Design Thinking 
• Turn ideas into Business models following the lean startup 
• Build and deliver the product incrementally and faster through Agile processes.

Why combining?

(Source: Gartner)

If 90% of startups fail because they produce products nobody wants, combining those methodology drastically reduce this risk of failing.

As you probably noticed, all the three methodologies take the final user into account - it has a relentless view on solving the REAL user problem and not the incremental ones. This is done through direct feedback as illustrated in the feedback loops. These feedback loops makes sure that no product is created without a purpose to the final user. This is clearly against the old way of planning on paper, and then starting building a real product based on a list of pre-decided features.

Why should you care?

Well, there is no time for mediocracy, and the distance between good and great are becoming more prevailing. Stop the talking and get in the game, and make a difference. I promise that by committing yourself to digging in deeper, will not only reward your team and compay, but also your customers and even mostly yourself!