WEBVTT

1
00:00:02.655 --> 00:00:03.405
<00:00:02.655>Hello <00:00:03.330>everyone.

2
00:00:03.465 --> 00:00:06.685
<00:00:03.465>I'm <00:00:03.620>very <00:00:03.776>thrilled <00:00:03.931>having <00:00:04.087>you <00:00:04.242>all <00:00:04.398>here <00:00:04.553>during <00:00:04.709>lunch <00:00:04.865>break

3
00:00:07.585 --> 00:00:10.965
<00:00:07.585>and <00:00:07.740>hope <00:00:07.896>I'll <00:00:08.051>have, <00:00:08.207>uh, <00:00:08.362>some <00:00:08.518>valuable <00:00:08.673>content <00:00:08.829>for <00:00:08.985>you.

4
00:00:12.065 --> 00:00:14.245
<00:00:12.065>Um, <00:00:12.344>thanks <00:00:12.625>for <00:00:12.905>the <00:00:13.184>warm <00:00:13.465>introduction.

5
00:00:14.505 --> 00:00:16.085
<00:00:14.505>Um, <00:00:14.971>I'm <00:00:15.438>Constantin, <00:00:15.905>CTO

6
00:00:16.085 --> 00:00:18.725
<00:00:16.085>and <00:00:16.318>co-founder <00:00:16.551>of, <00:00:16.785>uh, <00:00:17.018>the <00:00:17.251>company <00:00:17.485>Kosi.

7
00:00:18.745 --> 00:00:20.205
<00:00:18.745>And <00:00:19.183>I <00:00:19.621>started, <00:00:20.058>uh,

8
00:00:22.205 --> 00:00:24.165
<00:00:22.205>actually <00:00:22.485>started <00:00:22.764>programming <00:00:23.044>30 <00:00:23.325>years <00:00:23.604>ago,

9
00:00:24.305 --> 00:00:27.445
<00:00:24.305>but <00:00:24.460>professional <00:00:24.616>wise, <00:00:24.771>I <00:00:24.927>do <00:00:25.082>it, <00:00:25.238>have <00:00:25.393>been <00:00:25.549>doing <00:00:25.705>it

10
00:00:27.445 --> 00:00:28.645
<00:00:27.445>for <00:00:27.985>20 <00:00:28.525>years.

11
00:00:28.835 --> 00:00:33.525
<00:00:28.835>Started <00:00:29.068>with <00:00:29.301>things <00:00:29.535>like <00:00:29.768>Java <00:00:30.001>inversion, <00:00:30.235>1.1,

12
00:00:33.525 --> 00:00:35.165
<00:00:33.525>0.2, <00:00:34.225>I <00:00:34.925>assume,

13
00:00:35.785 --> 00:00:39.005
<00:00:35.785>and, <00:00:36.065>um, <00:00:36.345>shifted <00:00:36.625>my <00:00:36.904>focus <00:00:37.184>from

14
00:00:40.085 --> 00:00:43.205
<00:00:40.085>actually <00:00:40.365>developing <00:00:40.645>code <00:00:40.925>to <00:00:41.205>technical <00:00:41.485>leadership,

15
00:00:44.605 --> 00:00:47.485
<00:00:44.605>building <00:00:44.838>constraints <00:00:45.071>for <00:00:45.305>high <00:00:45.538>performance <00:00:45.771>technology <00:00:46.004>teams,

16
00:00:47.485 --> 00:00:48.765
<00:00:47.485>product <00:00:48.061>development <00:00:48.637>teams,

17
00:00:49.665 --> 00:00:51.245
<00:00:49.665>and, <00:00:51.065>uh,

18
00:00:51.245 --> 00:00:54.245
<00:00:51.245>gaining <00:00:51.478>insights <00:00:51.711>about <00:00:51.945>things <00:00:52.178>like <00:00:52.411>product <00:00:52.644>discovery.

19
00:00:55.545 --> 00:00:57.125
<00:00:55.545>But <00:00:55.895>what <00:00:56.245>is <00:00:56.595>product <00:00:56.945>discovery?

20
00:00:57.425 --> 00:01:00.765
<00:00:57.425>Who <00:00:57.565>of <00:00:57.705>you <00:00:57.845>knows <00:00:57.985>the <00:00:58.125>term <00:00:58.265>has <00:00:58.404>ever <00:00:58.544>heard <00:00:58.684>it <00:00:58.824>before?

21
00:01:01.425 --> 00:01:03.445
<00:01:01.425>Oh, <00:01:01.625>that's <00:01:01.824>wonderful. <00:01:02.025>I <00:01:02.224>think <00:01:02.425>half <00:01:02.625>of <00:01:02.824>you,

22
00:01:03.625 --> 00:01:06.405
<00:01:03.625>or <00:01:03.905>um, <00:01:04.185>two <00:01:04.465>out <00:01:04.745>of <00:01:05.025>three.

23
00:01:07.465 --> 00:01:10.125
<00:01:07.465>And <00:01:07.745>who <00:01:08.025>uses <00:01:08.305>product <00:01:08.585>discovery <00:01:08.865>techniques

24
00:01:10.225 --> 00:01:11.565
<00:01:10.225>in, <00:01:10.627>uh, <00:01:11.029>the <00:01:11.431>organization?

25
00:01:13.675 --> 00:01:16.485
<00:01:13.675>Cool. <00:01:13.875>Maybe <00:01:14.075>there <00:01:14.274>is <00:01:14.475>something <00:01:14.675>new <00:01:14.875>for <00:01:15.075>you,

26
00:01:16.625 --> 00:01:19.925
<00:01:16.625>but, <00:01:16.752>uh, <00:01:16.879>for, <00:01:17.006>to <00:01:17.134>have <00:01:17.261>all <00:01:17.388>of <00:01:17.515>us <00:01:17.643>on <00:01:17.770>the <00:01:17.897>same <00:01:18.025>page,

27
00:01:20.105 --> 00:01:21.165
<00:01:20.105>what's <00:01:20.582>product <00:01:21.059>discovery?

28
00:01:23.105 --> 00:01:26.725
<00:01:23.105>We <00:01:23.260>have <00:01:23.416>been <00:01:23.571>focusing <00:01:23.727>on <00:01:23.882>things <00:01:24.038>like <00:01:24.193>building <00:01:24.349>the <00:01:24.505>product,

29
00:01:26.855 --> 00:01:30.325
<00:01:26.855>right <00:01:27.055>for <00:01:27.255>more <00:01:27.455>than <00:01:27.655>20 <00:01:27.855>years <00:01:28.055>now, <00:01:28.255>starting

30
00:01:30.325 --> 00:01:32.085
<00:01:30.325>with <00:01:30.791>the <00:01:31.258>Agile <00:01:31.725>manifesto.

31
00:01:32.945 --> 00:01:37.085
<00:01:32.945>Um, <00:01:33.145>thinking <00:01:33.345>about <00:01:33.544>techniques <00:01:33.744>from <00:01:33.945>extreme <00:01:34.145>programming <00:01:34.345>like,

32
00:01:37.345 --> 00:01:39.845
<00:01:37.345>uh, <00:01:37.578>ex <00:01:37.811>uh, <00:01:38.045>like <00:01:38.278>test <00:01:38.511>driven <00:01:38.745>development,

33
00:01:40.125 --> 00:01:42.885
<00:01:40.125>customer <00:01:40.280>onsite <00:01:40.436>user <00:01:40.591>stories, <00:01:40.747>and <00:01:40.902>so <00:01:41.058>on <00:01:41.213>and <00:01:41.369>so <00:01:41.525>on.

34
00:01:43.785 --> 00:01:47.365
<00:01:43.785>For <00:01:43.940>more <00:01:44.096>than <00:01:44.251>20 <00:01:44.407>years, <00:01:44.562>we <00:01:44.718>have <00:01:44.873>becoming, <00:01:45.029>we <00:01:45.185>better

35
00:01:47.385 --> 00:01:50.285
<00:01:47.384>and <00:01:47.559>better <00:01:47.734>and <00:01:47.910>better <00:01:48.085>in <00:01:48.259>building <00:01:48.434>the <00:01:48.609>software, <00:01:48.785>right?

36
00:01:51.315 --> 00:01:55.325
<00:01:51.315>When <00:01:51.470>I <00:01:51.626>look <00:01:51.781>back <00:01:51.937>at <00:01:52.092>my <00:01:52.248>career <00:01:52.403>in <00:01:52.559>software <00:01:52.715>development

37
00:01:55.465 --> 00:01:59.245
<00:01:55.465>and <00:01:55.640>the <00:01:55.815>first <00:01:55.990>attempts <00:01:56.165>to <00:01:56.340>build <00:01:56.515>production <00:01:56.690>ready <00:01:56.865>software

38
00:02:00.585 --> 00:02:02.605
<00:02:00.585>and <00:02:00.818>compare <00:02:01.051>it <00:02:01.285>to <00:02:01.518>what <00:02:01.751>my <00:02:01.985>colleagues

39
00:02:02.605 --> 00:02:05.725
<00:02:02.605>and <00:02:02.805>I <00:02:03.005>do <00:02:03.205>now <00:02:03.405>light <00:02:03.605>years <00:02:03.805>between <00:02:04.005>that

40
00:02:05.755 --> 00:02:08.285
<00:02:05.755>with <00:02:06.035>test <00:02:06.315>driven <00:02:06.595>development, <00:02:06.875>continuous <00:02:07.155>integration

41
00:02:08.285 --> 00:02:09.405
<00:02:08.285>and <00:02:08.537>the <00:02:08.788>techniques <00:02:09.041>like <00:02:09.293>that.

42
00:02:11.385 --> 00:02:14.885
<00:02:11.385>But <00:02:11.560>nowadays <00:02:11.734>we <00:02:11.910>are <00:02:12.084>talking <00:02:12.260>about <00:02:12.435>the <00:02:12.609>second <00:02:12.785>aspect

43
00:02:15.065 --> 00:02:19.605
<00:02:15.065>of <00:02:15.265>building <00:02:15.465>a <00:02:15.665>product, <00:02:15.865>building <00:02:16.065>the <00:02:16.265>right <00:02:16.465>product,

44
00:02:20.025 --> 00:02:21.605
<00:02:20.025>not <00:02:20.305>just <00:02:20.585>building <00:02:20.865>the <00:02:21.145>product, <00:02:21.425>right,

45
00:02:21.665 --> 00:02:24.565
<00:02:21.665>but <00:02:21.840>building <00:02:22.015>the <00:02:22.190>right <00:02:22.364>product, <00:02:22.540>deciding <00:02:22.715>what <00:02:22.890>to <00:02:23.065>build,

46
00:02:24.585 --> 00:02:27.605
<00:02:24.585>and <00:02:24.785>that's <00:02:24.985>what <00:02:25.185>actually <00:02:25.385>product <00:02:25.585>discovery <00:02:25.785>is <00:02:25.985>for.

47
00:02:28.745 --> 00:02:30.765
<00:02:28.745>And <00:02:28.945>if <00:02:29.145>you <00:02:29.345>look <00:02:29.545>at <00:02:29.745>the <00:02:29.945>Scrum <00:02:30.145>framework,

48
00:02:31.545 --> 00:02:36.205
<00:02:31.545>we <00:02:31.685>have <00:02:31.825>been <00:02:31.965>practicing <00:02:32.105>Scrum <00:02:32.245>for <00:02:32.385>more <00:02:32.525>than <00:02:32.665>20 <00:02:32.805>years, <00:02:32.945>some

49
00:02:36.205 --> 00:02:38.245
<00:02:36.204>of <00:02:36.484>you <00:02:36.765>less <00:02:37.045>time <00:02:37.325>than <00:02:37.605>that,

50
00:02:38.385 --> 00:02:42.165
<00:02:38.385>but <00:02:38.524>I <00:02:38.665>have <00:02:38.804>p <00:02:38.945>been <00:02:39.084>practicing <00:02:39.225>it <00:02:39.364>for <00:02:39.505>around <00:02:39.644>15 <00:02:39.785>years.

51
00:02:42.885 --> 00:02:46.365
<00:02:42.885>Scrum. <00:02:43.060>And <00:02:43.234>the <00:02:43.410>interesting <00:02:43.584>part <00:02:43.760>always <00:02:43.935>was <00:02:44.109>the <00:02:44.285>sprint

52
00:02:46.635 --> 00:02:48.045
<00:02:46.635>rituals <00:02:47.269>and <00:02:47.904>shipping,

53
00:02:48.155 --> 00:02:49.645
<00:02:48.155>potentially <00:02:48.825>shippable <00:02:49.496>product

54
00:02:49.645 --> 00:02:51.165
<00:02:49.645>increments <00:02:49.873>and <00:02:50.101>so <00:02:50.329>on <00:02:50.557>and <00:02:50.785>so <00:02:51.013>on.

55
00:02:51.345 --> 00:02:52.925
<00:02:51.345>But <00:02:51.695>the <00:02:52.045>big <00:02:52.395>magic <00:02:52.745>was

56
00:02:56.345 --> 00:02:59.125
<00:02:56.345>How <00:02:56.625>is <00:02:56.905>the <00:02:57.185>product <00:02:57.465>backlog <00:02:57.745>created?

57
00:02:59.815 --> 00:03:02.885
<00:02:59.815>Where <00:03:00.015>do <00:03:00.215>the <00:03:00.415>product <00:03:00.615>backlog <00:03:00.815>items <00:03:01.015>come <00:03:01.215>from?

58
00:03:03.425 --> 00:03:06.925
<00:03:03.425>In <00:03:03.580>the <00:03:03.736>early <00:03:03.891>days, <00:03:04.047>in <00:03:04.202>my <00:03:04.358>first <00:03:04.513>engagements <00:03:04.669>with <00:03:04.825>Scrum,

59
00:03:07.435 --> 00:03:10.725
<00:03:07.435>that <00:03:07.668>was, <00:03:07.901>uh, <00:03:08.135>something <00:03:08.368>like <00:03:08.601>the <00:03:08.835>business

60
00:03:11.665 --> 00:03:16.045
<00:03:11.665>or <00:03:11.945>other <00:03:12.225>people, <00:03:12.505>decision <00:03:12.785>makers <00:03:13.065>defined

61
00:03:16.635 --> 00:03:18.965
<00:03:16.635>some <00:03:16.984>kind <00:03:17.334>of <00:03:17.685>specification <00:03:18.035>document

62
00:03:19.105 --> 00:03:22.045
<00:03:19.105>and <00:03:19.280>we <00:03:19.454>took <00:03:19.630>the <00:03:19.804>specification <00:03:19.980>document, <00:03:20.155>broke <00:03:20.329>that <00:03:20.505>down,

63
00:03:22.465 --> 00:03:25.325
<00:03:22.465>and <00:03:22.665>created <00:03:22.865>product <00:03:23.065>backlog <00:03:23.265>items <00:03:23.465>or <00:03:23.665>user <00:03:23.865>stories

64
00:03:25.425 --> 00:03:26.525
<00:03:25.425>or <00:03:25.755>whatever <00:03:26.085>from <00:03:26.415>it.

65
00:03:26.905 --> 00:03:30.445
<00:03:26.905>And <00:03:27.105>that <00:03:27.305>was <00:03:27.505>the <00:03:27.705>product <00:03:27.905>backlog <00:03:28.105>that <00:03:28.305>is

66
00:03:31.835 --> 00:03:33.445
<00:03:31.835>near <00:03:32.185>to <00:03:32.535>a <00:03:32.885>waterfall <00:03:33.235>approach

67
00:03:33.445 --> 00:03:37.325
<00:03:33.445>because <00:03:33.584>you <00:03:33.725>have <00:03:33.864>a <00:03:34.005>product <00:03:34.144>backlog <00:03:34.285>and <00:03:34.424>you <00:03:34.565>iterate <00:03:34.704>on <00:03:34.845>that.

68
00:03:38.265 --> 00:03:41.885
<00:03:38.265>But <00:03:38.464>the <00:03:38.665>question <00:03:38.864>now <00:03:39.065>is <00:03:39.265>more <00:03:39.464>getting <00:03:39.665>more

69
00:03:41.885 --> 00:03:46.645
<00:03:41.885>and <00:03:42.060>more <00:03:42.234>important, <00:03:42.410>how <00:03:42.584>can <00:03:42.760>we <00:03:42.935>create <00:03:43.109>the <00:03:43.285>right

70
00:03:46.675 --> 00:03:47.765
<00:03:46.675>product <00:03:47.655>backlog?

71
00:03:49.305 --> 00:03:52.725
<00:03:49.305>And <00:03:49.445>don't <00:03:49.585>get <00:03:49.725>me <00:03:49.865>wrong, <00:03:50.005>the <00:03:50.145>right <00:03:50.285>product <00:03:50.425>backlog <00:03:50.565>may <00:03:50.705>be

72
00:03:53.365 --> 00:03:55.125
<00:03:53.365>a <00:03:53.598>guess <00:03:53.831>of <00:03:54.065>the <00:03:54.298>right <00:03:54.531>product <00:03:54.765>backlog,

73
00:03:55.145 --> 00:03:59.565
<00:03:55.145>but <00:03:55.300>in <00:03:55.456>all <00:03:55.611>your <00:03:55.767>organizations, <00:03:55.922>you <00:03:56.078>have <00:03:56.233>plenty <00:03:56.389>of <00:03:56.545>ideas,

74
00:04:00.905 --> 00:04:04.045
<00:04:00.905>plenty <00:04:01.105>of <00:04:01.305>work <00:04:01.505>to <00:04:01.705>do, <00:04:01.905>but <00:04:02.105>less <00:04:02.305>people.

75
00:04:05.025 --> 00:04:08.165
<00:04:05.025>So <00:04:05.180>we <00:04:05.336>have <00:04:05.491>to <00:04:05.647>decide <00:04:05.802>what's <00:04:05.958>the <00:04:06.113>right <00:04:06.269>product <00:04:06.425>backlog,

76
00:04:08.235 --> 00:04:09.485
<00:04:08.235>what <00:04:08.610>product <00:04:08.985>backlog <00:04:09.360>items?

77
00:04:10.025 --> 00:04:11.725
<00:04:10.025>Are <00:04:10.375>you <00:04:10.725>very <00:04:11.075>valuable <00:04:11.425>enough

78
00:04:11.825 --> 00:04:16.235
<00:04:11.825>to <00:04:12.291>work <00:04:12.758>on <00:04:13.225>Constantine?

79
00:04:16.235 --> 00:04:17.715
<00:04:16.235>It's <00:04:16.501>not <00:04:16.767>that <00:04:17.034>hard, <00:04:17.300>isn't <00:04:17.567>it?

80
00:04:19.215 --> 00:04:23.915
<00:04:19.214>It <00:04:19.414>starts <00:04:19.614>with <00:04:19.815>customers <00:04:20.015>having <00:04:20.214>problems <00:04:20.414>or <00:04:20.614>ones

81
00:04:24.015 --> 00:04:25.355
<00:04:24.015>or <00:04:24.618>underserved <00:04:25.221>needs,

82
00:04:26.335 --> 00:04:29.475
<00:04:26.335>and <00:04:26.534>we <00:04:26.734>as <00:04:26.935>a <00:04:27.135>company <00:04:27.335>just <00:04:27.534>create <00:04:27.734>products

83
00:04:29.535 --> 00:04:30.555
<00:04:29.535>or <00:04:29.841>services <00:04:30.147>for <00:04:30.453>that.

84
00:04:31.935 --> 00:04:33.715
<00:04:31.935>You <00:04:32.215>have <00:04:32.495>to <00:04:32.775>be <00:04:33.055>very <00:04:33.335>curious

85
00:04:34.815 --> 00:04:38.275
<00:04:34.815>or <00:04:34.970>attentive <00:04:35.126>when <00:04:35.281>a <00:04:35.437>manager, <00:04:35.592>a <00:04:35.748>decision <00:04:35.903>maker <00:04:36.059>says <00:04:36.215>just,

86
00:04:39.095 --> 00:04:41.155
<00:04:39.095>we <00:04:39.295>just <00:04:39.495>have <00:04:39.695>to <00:04:39.895>build <00:04:40.095>the <00:04:40.295>right <00:04:40.495>product

87
00:04:41.215 --> 00:04:45.995
<00:04:41.215>and <00:04:41.390>services <00:04:41.565>that <00:04:41.740>helps <00:04:41.915>the <00:04:42.090>cust <00:04:42.265>help <00:04:42.440>the <00:04:42.615>customers

88
00:04:46.315 --> 00:04:48.515
<00:04:46.315>fulfills <00:04:46.594>their <00:04:46.875>needs, <00:04:47.155>solves <00:04:47.435>the <00:04:47.715>problems,

89
00:04:48.985 --> 00:04:50.315
<00:04:48.985>creates <00:04:49.384>value <00:04:49.783>for <00:04:50.182>them.

90
00:04:50.735 --> 00:04:51.995
<00:04:50.735>We <00:04:51.113>call <00:04:51.491>it <00:04:51.869>outcome.

91
00:04:53.415 --> 00:04:56.515
<00:04:53.415>And <00:04:53.555>in <00:04:53.695>return <00:04:53.835>for <00:04:53.975>the <00:04:54.115>value <00:04:54.255>we <00:04:54.395>create <00:04:54.535>for <00:04:54.675>our <00:04:54.815>customers

92
00:04:56.655 --> 00:05:00.195
<00:04:56.655>as <00:04:56.830>businesses, <00:04:57.005>we <00:04:57.179>get <00:04:57.354>money <00:04:57.530>from <00:04:57.705>them, <00:04:57.880>dollars, <00:04:58.054>euros,

93
00:05:00.515 --> 00:05:03.875
<00:05:00.515>whatever <00:05:00.794>currency, <00:05:01.075>um, <00:05:01.354>you <00:05:01.635>work <00:05:01.914>with.

94
00:05:04.655 --> 00:05:06.075
<00:05:04.655>And <00:05:05.080>that's <00:05:05.507>creates <00:05:05.933>value.

95
00:05:06.695 --> 00:05:09.035
<00:05:06.695>In <00:05:06.928>our <00:05:07.161>business, <00:05:07.395>we <00:05:07.628>call <00:05:07.861>it <00:05:08.094>impact,

96
00:05:12.135 --> 00:05:13.195
<00:05:12.135>but <00:05:12.373>it's <00:05:12.611>not <00:05:12.850>that <00:05:13.089>simple

97
00:05:13.545 --> 00:05:18.275
<00:05:13.545>because <00:05:13.778>we <00:05:14.011>have <00:05:14.245>hypothesis <00:05:14.478>about <00:05:14.711>the <00:05:14.945>problems,

98
00:05:18.415 --> 00:05:21.755
<00:05:18.415>the <00:05:18.615>needs, <00:05:18.815>the <00:05:19.015>wishes, <00:05:19.215>customers <00:05:19.415>out <00:05:19.615>there <00:05:19.815>have.

99
00:05:22.335 --> 00:05:25.715
<00:05:22.335>And <00:05:22.614>we <00:05:22.895>have <00:05:23.174>hypothesis <00:05:23.455>ideas <00:05:23.734>about

100
00:05:27.505 --> 00:05:30.555
<00:05:27.505>solutions <00:05:27.855>for <00:05:28.205>that <00:05:28.555>problems, <00:05:28.905>products

101
00:05:30.555 --> 00:05:32.235
<00:05:30.555>that <00:05:31.021>fulfill <00:05:31.488>their <00:05:31.955>needs.

102
00:05:34.135 --> 00:05:36.875
<00:05:34.135>And <00:05:34.310>the <00:05:34.485>hard <00:05:34.659>fact <00:05:34.835>is <00:05:35.010>that <00:05:35.185>Microsoft <00:05:35.360>found <00:05:35.534>out

103
00:05:36.875 --> 00:05:40.915
<00:05:36.875>by <00:05:37.030>doing <00:05:37.186>experiments <00:05:37.341>a <00:05:37.497>a <00:05:37.652>few <00:05:37.808>years <00:05:37.963>ago, <00:05:38.119>that <00:05:38.275>most

104
00:05:40.935 --> 00:05:44.235
<00:05:40.935>of <00:05:41.168>our <00:05:41.401>ideas <00:05:41.635>are <00:05:41.868>no <00:05:42.101>good <00:05:42.335>ideas.

105
00:05:45.605 --> 00:05:49.355
<00:05:45.605>60 <00:05:45.780>to <00:05:45.955>90% <00:05:46.130>of <00:05:46.305>our <00:05:46.480>ideas <00:05:46.655>tend <00:05:46.830>to <00:05:47.005>have

106
00:05:50.495 --> 00:05:53.875
<00:05:50.495>no <00:05:50.775>positive <00:05:51.055>impact <00:05:51.335>on <00:05:51.615>customer <00:05:51.895>experience.

107
00:05:55.125 --> 00:05:56.755
<00:05:55.125>60 <00:05:55.825>to <00:05:56.525>90%

108
00:05:58.025 --> 00:06:01.645
<00:05:58.025>and <00:05:58.200>up <00:05:58.375>to <00:05:58.549>one <00:05:58.724>third <00:05:58.900>of <00:05:59.075>our <00:05:59.250>ideas <00:05:59.424>tend

109
00:06:01.645 --> 00:06:05.645
<00:06:01.645>to <00:06:01.844>have <00:06:02.044>a <00:06:02.245>negative <00:06:02.445>impact <00:06:02.645>on <00:06:02.844>customer <00:06:03.044>experience.

110
00:06:06.595 --> 00:06:10.725
<00:06:06.595>What <00:06:06.750>does <00:06:06.906>that <00:06:07.061>mean? <00:06:07.217>That <00:06:07.372>does <00:06:07.528>mean <00:06:07.683>you <00:06:07.839>invest <00:06:07.995>time

111
00:06:10.785 --> 00:06:13.965
<00:06:10.785>and <00:06:10.985>money, <00:06:11.185>build <00:06:11.385>product <00:06:11.585>and <00:06:11.785>products <00:06:11.985>and <00:06:12.185>features,

112
00:06:13.985 --> 00:06:17.645
<00:06:13.985>and <00:06:14.185>in <00:06:14.385>the <00:06:14.585>end, <00:06:14.785>customers <00:06:14.985>hate <00:06:15.185>your <00:06:15.385>product

113
00:06:17.795 --> 00:06:19.045
<00:06:17.795>more <00:06:18.076>than <00:06:18.357>they <00:06:18.638>did <00:06:18.920>before.

114
00:06:20.115 --> 00:06:21.245
<00:06:20.115>Fantastic <00:06:21.132>approach.

115
00:06:22.345 --> 00:06:26.125
<00:06:22.345>And <00:06:22.500>don't <00:06:22.656>get <00:06:22.811>me <00:06:22.967>wrong, <00:06:23.122>these <00:06:23.278>ideas <00:06:23.433>where <00:06:23.589>ideas <00:06:23.745>created

116
00:06:26.265 --> 00:06:29.405
<00:06:26.265>by <00:06:26.440>product <00:06:26.615>engineers, <00:06:26.789>by <00:06:26.965>Microsoft <00:06:27.140>working <00:06:27.315>day <00:06:27.490>to <00:06:27.664>day

117
00:06:29.405 --> 00:06:32.605
<00:06:29.405>with <00:06:29.580>their <00:06:29.755>product, <00:06:29.929>at <00:06:30.104>their <00:06:30.280>product, <00:06:30.455>not <00:06:30.630>these <00:06:30.804>kinds

118
00:06:32.605 --> 00:06:36.565
<00:06:32.605>of <00:06:32.780>ideas, <00:06:32.955>all <00:06:33.130>of <00:06:33.305>you <00:06:33.480>know, <00:06:33.655>yes, <00:06:33.830>our <00:06:34.005>CCIO,

119
00:06:36.785 --> 00:06:40.005
<00:06:36.784>our <00:06:36.940>CEO <00:06:37.096>said <00:06:37.251>it <00:06:37.407>would <00:06:37.562>would <00:06:37.718>be <00:06:37.873>a <00:06:38.029>good <00:06:38.184>idea.

120
00:06:40.345 --> 00:06:43.205
<00:06:40.345>The <00:06:40.545>management <00:06:40.745>board <00:06:40.945>decided <00:06:41.145>to <00:06:41.345>have <00:06:41.545>these <00:06:41.745>features.

121
00:06:44.385 --> 00:06:48.045
<00:06:44.385>We <00:06:44.525>all <00:06:44.664>know <00:06:44.805>it's <00:06:44.945>just <00:06:45.085>b******t, <00:06:45.224>but <00:06:45.365>we <00:06:45.505>will <00:06:45.645>build <00:06:45.784>it

122
00:06:48.045 --> 00:06:49.045
<00:06:48.045>because <00:06:48.345>they <00:06:48.645>want <00:06:48.945>it.

123
00:06:49.395 --> 00:06:52.965
<00:06:49.395>It's <00:06:49.550>not <00:06:49.706>that <00:06:49.861>kind <00:06:50.017>of <00:06:50.172>ideas, <00:06:50.328>it's <00:06:50.483>kind <00:06:50.639>of <00:06:50.794>ideas.

124
00:06:53.155 --> 00:06:56.805
<00:06:53.155>Product <00:06:53.434>professionals <00:06:53.715>at <00:06:53.994>Microsoft <00:06:54.275>found <00:06:54.554>valuable

125
00:06:58.085 --> 00:06:59.505
<00:06:58.085>and <00:06:58.510>maximum <00:06:58.937>a <00:06:59.363>third

126
00:06:59.525 --> 00:07:02.825
<00:06:59.525>of <00:06:59.680>them <00:06:59.836>has <00:06:59.991>had <00:07:00.147>a <00:07:00.302>positive <00:07:00.458>impact <00:07:00.613>on <00:07:00.769>customer <00:07:00.924>behavior

127
00:07:03.405 --> 00:07:04.705
<00:07:03.405>or <00:07:03.989>customer <00:07:04.575>experience.

128
00:07:05.735 --> 00:07:07.745
<00:07:05.735>Melissa <00:07:06.435>Perry, <00:07:07.135>um,

129
00:07:08.725 --> 00:07:12.465
<00:07:08.725>the <00:07:08.925>author <00:07:09.125>I <00:07:09.325>have <00:07:09.525>stolen <00:07:09.725>this, <00:07:09.925>uh, <00:07:10.125>graphic

130
00:07:13.235 --> 00:07:17.705
<00:07:13.235>value <00:07:13.390>interchange <00:07:13.546>system <00:07:13.701>on <00:07:13.857>the <00:07:14.012>previous <00:07:14.168>slide <00:07:14.323>from <00:07:14.479>sa, <00:07:14.635>uh,

131
00:07:17.845 --> 00:07:21.105
<00:07:17.845>writes <00:07:17.972>in <00:07:18.099>her <00:07:18.226>book <00:07:18.354>that <00:07:18.481>in <00:07:18.608>most <00:07:18.735>of <00:07:18.863>the <00:07:18.990>products, <00:07:19.117>she <00:07:19.245>knows

132
00:07:21.725 --> 00:07:26.025
<00:07:21.725>up <00:07:21.880>to <00:07:22.036>2%, <00:07:22.191>2% <00:07:22.347>of <00:07:22.502>the <00:07:22.658>features <00:07:22.813>are <00:07:22.969>being <00:07:23.125>used

133
00:07:26.525 --> 00:07:27.945
<00:07:26.525>by <00:07:26.844>the <00:07:27.164>users <00:07:27.483>or <00:07:27.803>customers.

134
00:07:28.125 --> 00:07:32.785
<00:07:28.125>2%. <00:07:28.405>And <00:07:28.685>that's <00:07:28.965>fantastic, <00:07:29.245>98% <00:07:29.525>waste.

135
00:07:33.645 --> 00:07:37.505
<00:07:33.645>And <00:07:33.844>Peter <00:07:34.044>Drager, <00:07:34.245>one <00:07:34.445>of <00:07:34.645>the <00:07:34.844>most <00:07:35.044>famous

136
00:07:37.645 --> 00:07:41.065
<00:07:37.645>and <00:07:37.924>biggest <00:07:38.205>management <00:07:38.484>theorists <00:07:38.765>once <00:07:39.044>said,

137
00:07:41.065 --> 00:07:43.185
<00:07:41.065>there's <00:07:41.298>nothing <00:07:41.531>quite <00:07:41.765>so <00:07:41.998>useless <00:07:42.231>as <00:07:42.465>doing

138
00:07:43.185 --> 00:07:44.825
<00:07:43.185>with <00:07:43.651>great <00:07:44.118>efficiency, <00:07:44.585>something

139
00:07:44.825 --> 00:07:49.105
<00:07:44.825>that <00:07:44.965>should <00:07:45.104>not <00:07:45.245>be <00:07:45.385>done <00:07:45.525>at <00:07:45.664>all <00:07:45.805>with <00:07:45.945>test <00:07:46.085>driven <00:07:46.224>development

140
00:07:49.245 --> 00:07:50.625
<00:07:49.245>and <00:07:49.866>continuous <00:07:50.487>integration

141
00:07:50.805 --> 00:07:52.025
<00:07:50.805>and <00:07:51.354>continuous <00:07:51.902>delivery,

142
00:07:53.005 --> 00:07:55.745
<00:07:53.005>the <00:07:53.284>providing <00:07:53.565>a <00:07:53.844>product <00:07:54.125>that's <00:07:54.405>useless.

143
00:07:57.445 --> 00:07:59.425
<00:07:57.445>But <00:07:57.678>why <00:07:57.911>is <00:07:58.145>product <00:07:58.378>development <00:07:58.611>that <00:07:58.844>tricky?

144
00:08:01.485 --> 00:08:04.145
<00:08:01.485>The <00:08:01.640>problem <00:08:01.796>is <00:08:01.951>that <00:08:02.107>product <00:08:02.262>development <00:08:02.418>has <00:08:02.573>four <00:08:02.729>to <00:08:02.885>five

145
00:08:04.765 --> 00:08:06.105
<00:08:04.765>on <00:08:05.368>underlying <00:08:05.971>risks.

146
00:08:07.245 --> 00:08:08.945
<00:08:07.245>The <00:08:07.478>first <00:08:07.711>one <00:08:07.945>is <00:08:08.178>the <00:08:08.411>value <00:08:08.645>risk.

147
00:08:09.845 --> 00:08:14.225
<00:08:09.845>We <00:08:10.078>have <00:08:10.311>to <00:08:10.545>create <00:08:10.778>products <00:08:11.011>that <00:08:11.245>customers

148
00:08:15.335 --> 00:08:18.585
<00:08:15.335>want <00:08:15.534>to <00:08:15.734>buy <00:08:15.935>and <00:08:16.135>users <00:08:16.335>want <00:08:16.534>to <00:08:16.734>use.

149
00:08:20.125 --> 00:08:22.105
<00:08:20.125>And <00:08:20.280>if <00:08:20.436>you <00:08:20.591>are <00:08:20.747>in <00:08:20.902>the <00:08:21.058>B2B <00:08:21.213>space, <00:08:21.369>you <00:08:21.525>know

150
00:08:22.105 --> 00:08:24.185
<00:08:22.105>that <00:08:22.385>there <00:08:22.665>are <00:08:22.945>different <00:08:23.225>target <00:08:23.505>groups

151
00:08:24.605 --> 00:08:27.945
<00:08:24.605>and <00:08:24.838>there <00:08:25.071>are <00:08:25.305>decision <00:08:25.538>makers <00:08:25.771>buying <00:08:26.005>software

152
00:08:28.045 --> 00:08:31.665
<00:08:28.045>and <00:08:28.245>there <00:08:28.445>are <00:08:28.645>users <00:08:28.845>not <00:08:29.045>using <00:08:29.245>that <00:08:29.445>software.

153
00:08:32.905 --> 00:08:36.145
<00:08:32.905>I <00:08:33.079>have <00:08:33.255>had <00:08:33.429>been <00:08:33.605>a <00:08:33.780>consultant, <00:08:33.954>uh, <00:08:34.130>in <00:08:34.304>banks

154
00:08:36.365 --> 00:08:37.505
<00:08:36.365>for <00:08:36.621>more <00:08:36.878>than <00:08:37.134>10 <00:08:37.390>years,

155
00:08:37.965 --> 00:08:40.065
<00:08:37.965>and <00:08:38.140>we <00:08:38.315>have <00:08:38.490>always <00:08:38.665>had <00:08:38.840>this <00:08:39.015>discussion <00:08:39.190>about <00:08:39.365>user

156
00:08:40.065 --> 00:08:41.145
<00:08:40.065>experience <00:08:41.037>design.

157
00:08:41.805 --> 00:08:45.705
<00:08:41.804>Oh, <00:08:41.979>constant, <00:08:42.155>that's <00:08:42.329>irrelevant. <00:08:42.505>They <00:08:42.679>have <00:08:42.854>to <00:08:43.030>use <00:08:43.204>it.

158
00:08:46.575 --> 00:08:49.425
<00:08:46.575>Just, <00:08:46.925>uh, <00:08:47.275>just <00:08:47.625>implement <00:08:47.975>it.

159
00:08:49.975 --> 00:08:51.145
<00:08:49.975>It's, <00:08:50.238>uh, <00:08:50.501>it <00:08:50.764>doesn't <00:08:51.028>matter

160
00:08:51.165 --> 00:08:53.265
<00:08:51.165>how <00:08:51.339>it <00:08:51.515>looks <00:08:51.689>like <00:08:51.865>they <00:08:52.040>have <00:08:52.214>to <00:08:52.390>use <00:08:52.564>it.

161
00:08:54.085 --> 00:08:57.325
<00:08:54.085>And <00:08:54.285>what <00:08:54.485>happened? <00:08:54.685>The <00:08:54.885>bank <00:08:55.085>invested <00:08:55.285>a <00:08:55.485>six

162
00:08:57.345 --> 00:08:59.565
<00:08:57.345>or <00:08:57.545>seven <00:08:57.745>digit <00:08:57.945>number <00:08:58.145>to <00:08:58.345>build <00:08:58.545>that <00:08:58.745>product,

163
00:09:00.225 --> 00:09:05.085
<00:09:00.225>and <00:09:00.380>in <00:09:00.536>the <00:09:00.691>end, <00:09:00.847>the <00:09:01.002>business <00:09:01.158>continues <00:09:01.313>to <00:09:01.469>use <00:09:01.625>axle.

164
00:09:07.385 --> 00:09:11.165
<00:09:07.385>And <00:09:07.540>when <00:09:07.696>we <00:09:07.851>create <00:09:08.007>products <00:09:08.162>that <00:09:08.318>are <00:09:08.473>valuable, <00:09:08.629>our <00:09:08.785>customers

165
00:09:11.185 --> 00:09:14.445
<00:09:11.185>and <00:09:11.535>users <00:09:11.885>identify <00:09:12.234>as <00:09:12.584>valuable.

166
00:09:14.465 --> 00:09:16.165
<00:09:14.465>Hey, <00:09:14.665>that's <00:09:14.865>cool. <00:09:15.065>I <00:09:15.265>want <00:09:15.465>to <00:09:15.665>use <00:09:15.865>that.

167
00:09:16.795 --> 00:09:18.925
<00:09:16.795>Doesn't <00:09:16.995>mean <00:09:17.194>that <00:09:17.395>they're <00:09:17.594>able <00:09:17.795>to <00:09:17.995>use <00:09:18.194>it.

168
00:09:20.135 --> 00:09:23.445
<00:09:20.135>There <00:09:20.310>are <00:09:20.485>horror <00:09:20.660>statistics <00:09:20.835>mentioned <00:09:21.010>in <00:09:21.185>the <00:09:21.360>book, <00:09:21.535>jobs

169
00:09:23.505 --> 00:09:27.525
<00:09:23.505>to <00:09:23.680>be <00:09:23.855>done <00:09:24.030>that <00:09:24.205>in <00:09:24.380>the, <00:09:24.555>um, <00:09:24.730>American <00:09:24.905>e-commerce,

170
00:09:28.505 --> 00:09:31.725
<00:09:28.505>uh, <00:09:28.971>industry <00:09:29.438>for <00:09:29.905>devices,

171
00:09:32.105 --> 00:09:37.085
<00:09:32.105>for <00:09:32.260>the <00:09:32.416>electronic <00:09:32.571>devices <00:09:32.727>for <00:09:32.882>your <00:09:33.038>household, <00:09:33.193>up <00:09:33.349>to <00:09:33.505>15%

172
00:09:37.085 --> 00:09:39.765
<00:09:37.085>of <00:09:37.365>the <00:09:37.645>people <00:09:37.925>return <00:09:38.205>the <00:09:38.485>devices.

173
00:09:40.345 --> 00:09:42.325
<00:09:40.345>And <00:09:40.545>the <00:09:40.745>reason <00:09:40.945>is <00:09:41.145>we <00:09:41.345>can't <00:09:41.545>use <00:09:41.745>them.

174
00:09:43.225 --> 00:09:45.245
<00:09:43.225>And <00:09:43.458>we <00:09:43.691>are <00:09:43.925>not <00:09:44.158>talking <00:09:44.391>about <00:09:44.625>computers

175
00:09:45.465 --> 00:09:47.205
<00:09:45.465>or <00:09:45.931>something <00:09:46.398>very <00:09:46.865>specific.

176
00:09:47.625 --> 00:09:50.805
<00:09:47.625>We <00:09:47.905>are <00:09:48.185>talking <00:09:48.465>about <00:09:48.745>toasters, <00:09:49.025>dishwashers

177
00:09:50.905 --> 00:09:51.965
<00:09:50.905>and <00:09:51.223>something <00:09:51.541>like <00:09:51.859>that.

178
00:09:52.425 --> 00:09:55.245
<00:09:52.425>And <00:09:52.580>people <00:09:52.736>send <00:09:52.891>them <00:09:53.047>back <00:09:53.202>because <00:09:53.358>they <00:09:53.513>can't <00:09:53.669>use <00:09:53.824>it.

179
00:09:56.515 --> 00:09:59.685
<00:09:56.515>That <00:09:56.670>means <00:09:56.826>you <00:09:56.981>have <00:09:57.137>to <00:09:57.292>create <00:09:57.448>products <00:09:57.603>that <00:09:57.759>are <00:09:57.915>valuable

180
00:09:59.945 --> 00:10:02.205
<00:09:59.945>and <00:10:00.178>your <00:10:00.411>users <00:10:00.645>can <00:10:00.878>actually <00:10:01.111>use <00:10:01.345>it,

181
00:10:03.105 --> 00:10:04.565
<00:10:03.105>create <00:10:03.433>the <00:10:03.762>value <00:10:04.090>for <00:10:04.419>them.

182
00:10:05.305 --> 00:10:09.205
<00:10:05.305>The <00:10:05.479>third <00:10:05.655>one <00:10:05.829>is <00:10:06.005>if <00:10:06.180>we <00:10:06.354>have <00:10:06.530>valuable <00:10:06.704>products,

183
00:10:09.385 --> 00:10:12.525
<00:10:09.385>usable <00:10:09.618>products, <00:10:09.851>we <00:10:10.085>must <00:10:10.318>build <00:10:10.551>them <00:10:10.785>actually.

184
00:10:13.385 --> 00:10:16.165
<00:10:13.385>And <00:10:13.618>the <00:10:13.851>space <00:10:14.085>of <00:10:14.318>potentially <00:10:14.551>buildable <00:10:14.785>things

185
00:10:16.465 --> 00:10:21.165
<00:10:16.465>or <00:10:16.620>thinkable <00:10:16.776>things <00:10:16.931>has <00:10:17.087>become <00:10:17.242>much <00:10:17.398>wider <00:10:17.553>since <00:10:17.709>the <00:10:17.865>rise

186
00:10:21.305 --> 00:10:24.125
<00:10:21.305>of <00:10:21.584>things <00:10:21.864>like <00:10:22.145>LLMs <00:10:22.425>chat, <00:10:22.704>GPT.

187
00:10:24.345 --> 00:10:27.365
<00:10:24.345>Now, <00:10:24.520>I <00:10:24.695>mentioned <00:10:24.870>them <00:10:25.045>in <00:10:25.220>my <00:10:25.395>presentation <00:10:25.570>as <00:10:25.745>well,

188
00:10:28.665 --> 00:10:32.765
<00:10:28.665>but <00:10:28.820>in <00:10:28.976>most <00:10:29.131>of <00:10:29.287>the <00:10:29.442>cases, <00:10:29.598>if <00:10:29.753>money <00:10:29.909>is <00:10:30.064>irrelevant

189
00:10:32.785 --> 00:10:35.445
<00:10:32.785>and <00:10:32.940>time <00:10:33.096>is <00:10:33.251>irrelevant, <00:10:33.407>you <00:10:33.562>can <00:10:33.718>build <00:10:33.873>anything <00:10:34.029>you <00:10:34.185>like.

190
00:10:36.865 --> 00:10:40.365
<00:10:36.865>But <00:10:37.005>hands <00:10:37.145>up, <00:10:37.285>who <00:10:37.425>is <00:10:37.565>working <00:10:37.705>at <00:10:37.845>an <00:10:37.985>organization <00:10:38.125>where <00:10:38.265>time

191
00:10:40.365 --> 00:10:43.045
<00:10:40.365>and <00:10:40.598>money <00:10:40.831>are <00:10:41.065>irrelevant <00:10:41.298>in <00:10:41.531>these <00:10:41.765>times?

192
00:10:45.305 --> 00:10:47.645
<00:10:45.305>Are <00:10:45.655>you <00:10:46.005>searching <00:10:46.354>for <00:10:46.704>coworkers?

193
00:10:47.865 --> 00:10:51.885
<00:10:47.865>If <00:10:48.005>there <00:10:48.145>are <00:10:48.285>anyone, <00:10:48.425>okay, <00:10:48.565>most <00:10:48.705>of <00:10:48.845>the <00:10:48.985>times <00:10:49.125>you <00:10:49.265>have

194
00:10:51.905 --> 00:10:55.525
<00:10:51.905>to <00:10:52.032>build <00:10:52.159>the <00:10:52.286>products <00:10:52.414>with <00:10:52.541>the <00:10:52.668>skills <00:10:52.795>that <00:10:52.923>you <00:10:53.050>have <00:10:53.177>on <00:10:53.305>board

195
00:10:55.525 --> 00:10:57.805
<00:10:55.525>with <00:10:55.680>the <00:10:55.836>people <00:10:55.991>you <00:10:56.147>have <00:10:56.302>on <00:10:56.458>board <00:10:56.613>with <00:10:56.769>the <00:10:56.925>time

196
00:10:58.545 --> 00:11:01.525
<00:10:58.545>and <00:10:58.824>the <00:10:59.104>money <00:10:59.385>you <00:10:59.665>have, <00:10:59.944>um,

197
00:11:02.225 --> 00:11:03.925
<00:11:02.225>in <00:11:02.575>your <00:11:02.925>product <00:11:03.275>development <00:11:03.625>team.

198
00:11:05.345 --> 00:11:07.365
<00:11:05.345>And <00:11:05.545>last <00:11:05.745>but <00:11:05.945>not <00:11:06.145>least, <00:11:06.345>the <00:11:06.545>fourth <00:11:06.745>one,

199
00:11:07.365 --> 00:11:09.525
<00:11:07.365>the <00:11:07.565>fourth <00:11:07.765>risk <00:11:07.965>is <00:11:08.165>the <00:11:08.365>business <00:11:08.565>viability <00:11:08.765>risks.

200
00:11:09.945 --> 00:11:12.445
<00:11:09.945>And <00:11:10.178>that's, <00:11:10.411>is, <00:11:10.645>is, <00:11:10.878>is <00:11:11.111>crucial <00:11:11.345>for

201
00:11:12.955 --> 00:11:15.005
<00:11:12.955>organizations <00:11:13.305>like <00:11:13.655>startup <00:11:14.005>for <00:11:14.355>example.

202
00:11:15.835 --> 00:11:19.205
<00:11:15.835>That <00:11:16.010>means <00:11:16.185>you <00:11:16.360>create <00:11:16.535>a <00:11:16.710>wonderful <00:11:16.885>product <00:11:17.060>that's <00:11:17.235>usable,

203
00:11:19.845 --> 00:11:22.565
<00:11:19.845>valuable, <00:11:20.311>that <00:11:20.778>technically <00:11:21.245>wonderful,

204
00:11:23.905 --> 00:11:26.165
<00:11:23.905>but <00:11:24.060>in <00:11:24.216>the <00:11:24.371>end <00:11:24.527>you're <00:11:24.682>don't <00:11:24.838>earn <00:11:24.993>money <00:11:25.149>with <00:11:25.305>it

205
00:11:26.625 --> 00:11:27.965
<00:11:26.625>for <00:11:27.228>corporate <00:11:27.831>corporates.

206
00:11:28.555 --> 00:11:32.325
<00:11:28.555>Okay, <00:11:28.710>we <00:11:28.866>invested <00:11:29.021>a <00:11:29.177>seven <00:11:29.332>digit <00:11:29.488>number <00:11:29.643>into <00:11:29.799>that <00:11:29.954>product,

207
00:11:32.545 --> 00:11:33.965
<00:11:32.545>it <00:11:32.971>failed, <00:11:33.397>who <00:11:33.823>cares?

208
00:11:34.955 --> 00:11:36.815
<00:11:34.955>But <00:11:35.305>for <00:11:35.655>startups, <00:11:36.005>that's <00:11:36.355>crucial.

209
00:11:37.435 --> 00:11:42.015
<00:11:37.435>That's <00:11:37.635>lethal <00:11:37.834>to <00:11:38.035>create <00:11:38.234>products <00:11:38.435>that <00:11:38.635>earn <00:11:38.834>money.

210
00:11:43.795 --> 00:11:46.135
<00:11:43.795>And <00:11:43.969>they <00:11:44.145>said <00:11:44.319>there <00:11:44.495>are <00:11:44.670>four <00:11:44.844>to <00:11:45.020>five <00:11:45.194>risks.

211
00:11:46.995 --> 00:11:50.495
<00:11:46.995>Um, <00:11:47.275>nowadays <00:11:47.555>in <00:11:47.835>the <00:11:48.115>product <00:11:48.395>scene

212
00:11:50.495 --> 00:11:53.765
<00:11:50.495>of <00:11:50.670>fifth <00:11:50.845>risk <00:11:51.020>has <00:11:51.195>been <00:11:51.370>discussed, <00:11:51.545>the <00:11:51.720>ethical <00:11:51.895>risk.

213
00:11:54.345 --> 00:11:56.045
<00:11:54.345>And <00:11:54.578>when <00:11:54.811>I <00:11:55.045>say <00:11:55.278>ethical <00:11:55.511>risk, <00:11:55.745>most

214
00:11:56.045 --> 00:11:58.325
<00:11:56.045>of <00:11:56.219>you <00:11:56.395>are <00:11:56.569>thinking <00:11:56.745>about <00:11:56.920>companies <00:11:57.094>like <00:11:57.270>Facebook <00:11:57.444>on

215
00:11:58.865 --> 00:12:02.005
<00:11:58.865>and <00:11:59.040>so <00:11:59.215>on, <00:11:59.390>but <00:11:59.565>it's <00:11:59.740>should <00:11:59.915>we <00:12:00.090>build <00:12:00.265>it?

216
00:12:02.385 --> 00:12:03.645
<00:12:02.385>Should <00:12:02.668>we <00:12:02.952>build <00:12:03.235>that <00:12:03.519>product?

217
00:12:03.985 --> 00:12:07.445
<00:12:03.985>Or <00:12:04.140>is <00:12:04.296>that <00:12:04.451>a, <00:12:04.607>a, <00:12:04.762>a <00:12:04.918>weapon <00:12:05.073>of <00:12:05.229>mass <00:12:05.385>destruction?

218
00:12:08.345 --> 00:12:11.405
<00:12:08.345>And <00:12:08.578>we <00:12:08.811>at <00:12:09.045>Cozy <00:12:09.278>tend <00:12:09.511>to <00:12:09.745>narrow

219
00:12:11.675 --> 00:12:15.525
<00:12:11.675>that <00:12:11.849>aspects <00:12:12.025>down <00:12:12.199>using <00:12:12.375>that, <00:12:12.550>uh, <00:12:12.724>type <00:12:12.900>of <00:12:13.074>canvas.

220
00:12:15.825 --> 00:12:18.285
<00:12:15.825>Yes, <00:12:15.965>it's <00:12:16.105>in <00:12:16.245>German, <00:12:16.385>but <00:12:16.525>I <00:12:16.665>will <00:12:16.805>translate <00:12:16.945>it <00:12:17.085>for <00:12:17.225>you.

221
00:12:19.225 --> 00:12:20.365
<00:12:19.225>Who <00:12:19.481>is <00:12:19.738>the <00:12:19.994>target <00:12:20.251>group?

222
00:12:20.595 --> 00:12:23.325
<00:12:20.595>What <00:12:20.770>are <00:12:20.945>their <00:12:21.120>underserved <00:12:21.295>needs <00:12:21.470>and <00:12:21.645>problems <00:12:21.820>and <00:12:21.995>wishes?

223
00:12:24.315 --> 00:12:26.525
<00:12:24.315>What <00:12:24.515>are <00:12:24.715>the <00:12:24.915>top <00:12:25.115>features <00:12:25.315>of <00:12:25.515>my <00:12:25.715>product?

224
00:12:27.365 --> 00:12:30.605
<00:12:27.365>I <00:12:27.505>will <00:12:27.645>come <00:12:27.785>back <00:12:27.925>to <00:12:28.065>that <00:12:28.205>later. <00:12:28.345>What's <00:12:28.485>my <00:12:28.625>business <00:12:28.765>model?

225
00:12:30.865 --> 00:12:33.565
<00:12:30.865>How <00:12:31.020>I'm <00:12:31.176>going <00:12:31.331>to <00:12:31.487>go <00:12:31.642>to <00:12:31.798>work <00:12:31.953>to <00:12:32.109>earn <00:12:32.265>money?

226
00:12:34.195 --> 00:12:35.605
<00:12:34.195>What <00:12:34.618>are <00:12:35.041>the <00:12:35.464>alternatives

227
00:12:36.985 --> 00:12:40.805
<00:12:36.985>and <00:12:37.160>why <00:12:37.335>is <00:12:37.510>my <00:12:37.685>product <00:12:37.860>better <00:12:38.035>than <00:12:38.210>the <00:12:38.385>alternatives?

228
00:12:43.345 --> 00:12:46.725
<00:12:43.345>And <00:12:43.500>that <00:12:43.656>boils <00:12:43.811>down <00:12:43.967>to <00:12:44.122>a <00:12:44.278>nice, <00:12:44.433>um, <00:12:44.589>permit <00:12:44.745>by

229
00:12:48.185 --> 00:12:51.805
<00:12:48.185>Dan <00:12:48.340>Olson, <00:12:48.496>a <00:12:48.651>thought <00:12:48.807>leader <00:12:48.962>from <00:12:49.118>from <00:12:49.273>the <00:12:49.429>US <00:12:49.584>about

230
00:12:51.805 --> 00:12:53.005
<00:12:51.805>product <00:12:52.885>development.

231
00:12:53.545 --> 00:12:54.725
<00:12:53.545>And <00:12:53.810>that's <00:12:54.076>an <00:12:54.341>interesting <00:12:54.607>thing.

232
00:12:54.725 --> 00:12:56.245
<00:12:54.725>We <00:12:54.998>start <00:12:55.272>in <00:12:55.545>the <00:12:55.819>problem <00:12:56.093>space.

233
00:12:56.625 --> 00:12:58.165
<00:12:56.625>The <00:12:56.971>first <00:12:57.318>thing <00:12:57.664>you <00:12:58.011>have

234
00:12:58.165 --> 00:13:01.205
<00:12:58.165>to <00:12:58.339>get <00:12:58.515>clear <00:12:58.689>about <00:12:58.865>is <00:12:59.040>your <00:12:59.214>target <00:12:59.390>customer <00:12:59.564>group.

235
00:13:02.025 --> 00:13:07.005
<00:13:02.025>Who <00:13:02.180>is, <00:13:02.336>who <00:13:02.491>are <00:13:02.647>the <00:13:02.802>people <00:13:02.958>out <00:13:03.113>there <00:13:03.269>that <00:13:03.425>should

236
00:13:08.395 --> 00:13:11.765
<00:13:08.395>have <00:13:08.569>problems <00:13:08.745>you <00:13:08.920>assume <00:13:09.095>and <00:13:09.270>you <00:13:09.444>want <00:13:09.620>to <00:13:09.795>fix?

237
00:13:12.035 --> 00:13:15.005
<00:13:12.035>What <00:13:12.209>are <00:13:12.385>their <00:13:12.560>underserved <00:13:12.735>needs <00:13:12.910>is <00:13:13.084>the <00:13:13.260>next <00:13:13.435>question.

238
00:13:15.355 --> 00:13:16.685
<00:13:15.355>It's <00:13:15.754>all <00:13:16.153>problem <00:13:16.551>space.

239
00:13:17.545 --> 00:13:20.485
<00:13:17.545>And <00:13:17.745>now <00:13:17.944>you <00:13:18.145>are <00:13:18.344>switching <00:13:18.545>from <00:13:18.745>problem <00:13:18.944>space

240
00:13:20.505 --> 00:13:21.525
<00:13:20.505>to <00:13:20.964>solution <00:13:21.423>space

241
00:13:21.545 --> 00:13:24.085
<00:13:21.545>and <00:13:21.778>what's <00:13:22.011>the <00:13:22.245>value <00:13:22.478>proposition <00:13:22.711>you <00:13:22.944>create

242
00:13:24.665 --> 00:13:28.245
<00:13:24.665>to <00:13:24.865>fulfill <00:13:25.064>these <00:13:25.265>needs <00:13:25.464>to <00:13:25.665>solve <00:13:25.865>that <00:13:26.064>problems?

243
00:13:30.325 --> 00:13:34.785
<00:13:30.325>And <00:13:30.480>if <00:13:30.636>you <00:13:30.791>get <00:13:30.947>got <00:13:31.102>that <00:13:31.258>clear <00:13:31.413>your <00:13:31.569>value <00:13:31.725>proposition,

244
00:13:34.785 --> 00:13:38.825
<00:13:34.785>you <00:13:34.925>design <00:13:35.064>a <00:13:35.204>feature <00:13:35.344>set <00:13:35.485>for <00:13:35.625>that, <00:13:35.765>hey, <00:13:35.905>what <00:13:36.045>feature <00:13:36.185>set

245
00:13:40.175 --> 00:13:42.105
<00:13:40.175>creates <00:13:40.641>that <00:13:41.108>value <00:13:41.574>proposition?

246
00:13:42.125 --> 00:13:45.985
<00:13:42.125>And <00:13:42.325>in <00:13:42.525>the <00:13:42.725>end, <00:13:42.925>on <00:13:43.125>top <00:13:43.325>user <00:13:43.525>experience

247
00:13:46.005 --> 00:13:48.345
<00:13:46.005>and <00:13:46.285>not <00:13:46.564>starting <00:13:46.845>with <00:13:47.125>Figma <00:13:47.405>mockups.

248
00:13:48.475 --> 00:13:50.385
<00:13:48.475>Figma <00:13:48.650>is <00:13:48.825>a <00:13:49.000>wonderful <00:13:49.175>tool, <00:13:49.350>don't <00:13:49.525>get <00:13:49.700>me <00:13:49.875>wrong,

249
00:13:50.885 --> 00:13:54.625
<00:13:50.885>but <00:13:51.060>starting <00:13:51.235>with <00:13:51.410>high <00:13:51.585>detailed <00:13:51.760>Figma <00:13:51.935>mockups <00:13:52.110>pixel <00:13:52.285>perfect

250
00:13:55.445 --> 00:13:58.545
<00:13:55.445>and <00:13:55.620>not, <00:13:55.795>uh, <00:13:55.970>being <00:13:56.145>clear <00:13:56.320>about <00:13:56.495>the <00:13:56.670>target <00:13:56.845>customer.

251
00:13:59.445 --> 00:14:02.945
<00:13:59.445>And <00:13:59.585>in <00:13:59.725>the <00:13:59.865>end, <00:14:00.005>if <00:14:00.145>you, <00:14:00.285>if <00:14:00.425>these <00:14:00.565>both <00:14:00.705>parts <00:14:00.845>problem

252
00:14:03.125 --> 00:14:06.665
<00:14:03.125>and <00:14:03.405>solution <00:14:03.685>page, <00:14:03.965>uh, <00:14:04.245>space <00:14:04.525>match,

253
00:14:07.085 --> 00:14:10.305
<00:14:07.085>you <00:14:07.318>have <00:14:07.551>this <00:14:07.785>fantastic <00:14:08.018>product <00:14:08.251>market <00:14:08.485>fit,

254
00:14:12.125 --> 00:14:13.945
<00:14:12.125>who <00:14:12.325>of <00:14:12.525>you <00:14:12.725>are <00:14:12.925>developers <00:14:13.125>in <00:14:13.325>the <00:14:13.525>audience?

255
00:14:14.355 --> 00:14:16.105
<00:14:14.355>Hands <00:14:14.705>up. <00:14:15.055>Most <00:14:15.405>of <00:14:15.755>you.

256
00:14:17.215 --> 00:14:19.665
<00:14:17.215>Some <00:14:17.448>of <00:14:17.681>you <00:14:17.915>might <00:14:18.148>think, <00:14:18.381>okay, <00:14:18.615>Constantin,

257
00:14:19.685 --> 00:14:23.465
<00:14:19.685>that's <00:14:19.964>interesting <00:14:20.244>as <00:14:20.525>a <00:14:20.805>conference <00:14:21.084>doc,

258
00:14:23.605 --> 00:14:25.585
<00:14:23.605>but <00:14:23.955>that's <00:14:24.305>not <00:14:24.655>my <00:14:25.005>responsibility.

259
00:14:26.325 --> 00:14:29.505
<00:14:26.325>We <00:14:26.452>have <00:14:26.579>a <00:14:26.706>product <00:14:26.834>owner, <00:14:26.961>a <00:14:27.088>product <00:14:27.215>manager <00:14:27.343>on <00:14:27.470>our <00:14:27.597>our <00:14:27.725>team.

260
00:14:30.015 --> 00:14:32.865
<00:14:30.015>It's <00:14:30.365>her <00:14:30.715>or <00:14:31.064>his <00:14:31.415>responsibility.

261
00:14:35.765 --> 00:14:39.425
<00:14:35.765>That's <00:14:35.939>not <00:14:36.115>right. <00:14:36.290>Product <00:14:36.465>development <00:14:36.640>is <00:14:36.814>a <00:14:36.990>team <00:14:37.165>sport.

262
00:14:40.005 --> 00:14:42.385
<00:14:40.005>You <00:14:40.145>win <00:14:40.285>as <00:14:40.425>a <00:14:40.564>team <00:14:40.705>and <00:14:40.845>you <00:14:40.985>fail <00:14:41.125>as <00:14:41.265>a <00:14:41.405>team.

263
00:14:42.655 --> 00:14:45.625
<00:14:42.655>Product <00:14:42.888>discovery <00:14:43.121>is <00:14:43.355>also <00:14:43.588>relevant <00:14:43.821>for <00:14:44.055>you,

264
00:14:45.725 --> 00:14:48.825
<00:14:45.725>and <00:14:45.900>I <00:14:46.075>assume <00:14:46.250>you <00:14:46.425>are <00:14:46.600>sitting <00:14:46.775>here, <00:14:46.950>you <00:14:47.125>are

265
00:14:49.655 --> 00:14:52.085
<00:14:49.655>have <00:14:49.888>a <00:14:50.121>latent <00:14:50.355>interest <00:14:50.588>in <00:14:50.821>product <00:14:51.055>development

266
00:14:52.085 --> 00:14:55.125
<00:14:52.085>and <00:14:52.318>product <00:14:52.551>discovery <00:14:52.785>because <00:14:53.018>Marty <00:14:53.251>Kagan, <00:14:53.485>one

267
00:14:55.125 --> 00:14:58.645
<00:14:55.125>of <00:14:55.280>the <00:14:55.436>top <00:14:55.591>thought <00:14:55.747>leaders <00:14:55.902>from <00:14:56.058>Silicon <00:14:56.213>Valley <00:14:56.369>on <00:14:56.525>product

268
00:14:58.645 --> 00:15:01.645
<00:14:58.645>development <00:14:58.819>once <00:14:58.995>said, <00:14:59.170>if <00:14:59.345>you're <00:14:59.520>using <00:14:59.694>your <00:14:59.870>own, <00:15:00.045>uh,

269
00:15:01.645 --> 00:15:03.165
<00:15:01.645>your <00:15:01.987>engineers <00:15:02.329>only <00:15:02.670>for <00:15:03.012>coding,

270
00:15:03.225 --> 00:15:05.685
<00:15:03.225>you <00:15:03.425>getting <00:15:03.625>are <00:15:03.825>getting <00:15:04.025>only <00:15:04.225>half <00:15:04.425>the <00:15:04.625>value.

271
00:15:06.705 --> 00:15:11.005
<00:15:06.705>You <00:15:06.985>bring <00:15:07.265>essentially <00:15:07.545>the <00:15:07.825>technical <00:15:08.105>part

272
00:15:11.105 --> 00:15:12.765
<00:15:11.105>to <00:15:11.455>the <00:15:11.805>product <00:15:12.155>development <00:15:12.505>table.

273
00:15:13.345 --> 00:15:16.285
<00:15:13.345>And <00:15:13.625>this <00:15:13.905>talk <00:15:14.185>should <00:15:14.465>enable <00:15:14.745>you

274
00:15:16.285 --> 00:15:17.845
<00:15:16.285>to <00:15:16.485>have <00:15:16.685>a <00:15:16.885>fair <00:15:17.084>stake <00:15:17.285>at <00:15:17.485>the <00:15:17.685>table

275
00:15:18.065 --> 00:15:21.325
<00:15:18.065>and <00:15:18.298>have <00:15:18.531>on <00:15:18.765>eye <00:15:18.998>level <00:15:19.231>discussions <00:15:19.465>together

276
00:15:21.325 --> 00:15:22.365
<00:15:21.325>with <00:15:21.793>product <00:15:22.261>development

277
00:15:22.365 --> 00:15:25.885
<00:15:22.365>and <00:15:22.565>design, <00:15:22.765>understand <00:15:22.965>the <00:15:23.165>language <00:15:23.365>and <00:15:23.565>so <00:15:23.765>on.

278
00:15:25.905 --> 00:15:29.045
<00:15:25.905>And <00:15:26.079>I <00:15:26.255>brought <00:15:26.430>you <00:15:26.605>an <00:15:26.780>example <00:15:26.954>to <00:15:27.130>show <00:15:27.305>you

279
00:15:29.045 --> 00:15:30.725
<00:15:29.045>what <00:15:29.511>product <00:15:29.978>discovery <00:15:30.444>means.

280
00:15:30.875 --> 00:15:33.725
<00:15:30.875>It's, <00:15:31.050>um, <00:15:31.225>the <00:15:31.400>example <00:15:31.575>is <00:15:31.750>a <00:15:31.925>ride <00:15:32.100>sharing <00:15:32.275>app.

281
00:15:33.725 --> 00:15:37.125
<00:15:33.725>Something <00:15:33.880>like, <00:15:34.036>Hey, <00:15:34.191>I <00:15:34.347>wanna <00:15:34.502>travel <00:15:34.658>back <00:15:34.813>from, <00:15:34.969>from <00:15:35.125>Berlin

282
00:15:37.425 --> 00:15:41.805
<00:15:37.425>to, <00:15:37.552>to <00:15:37.679>to, <00:15:37.806>and, <00:15:37.934>uh, <00:15:38.061>I <00:15:38.188>don't <00:15:38.315>want <00:15:38.443>to <00:15:38.570>use <00:15:38.697>the <00:15:38.824>train.

283
00:15:41.965 --> 00:15:44.045
<00:15:41.965>I <00:15:42.198>can <00:15:42.431>just, <00:15:42.665>uh, <00:15:42.898>pick <00:15:43.131>the <00:15:43.365>app

284
00:15:44.145 --> 00:15:48.565
<00:15:44.145>and <00:15:44.300>find <00:15:44.456>a <00:15:44.611>driver <00:15:44.767>that <00:15:44.922>is, <00:15:45.078>um, <00:15:45.233>driving <00:15:45.389>from <00:15:45.545>Berlin

285
00:15:48.985 --> 00:15:52.125
<00:15:48.985>to <00:15:49.185>whatever, <00:15:49.385>maybe <00:15:49.585>next <00:15:49.785>to <00:15:49.985>dha, <00:15:50.185>to <00:15:50.385>Frankfurt.

286
00:15:53.585 --> 00:15:56.125
<00:15:53.585>And <00:15:53.818>when <00:15:54.051>we <00:15:54.285>started <00:15:54.518>product <00:15:54.751>discoveries <00:15:54.985>together

287
00:15:56.125 --> 00:15:59.245
<00:15:56.125>with <00:15:56.280>our <00:15:56.436>customers, <00:15:56.591>most <00:15:56.747>of <00:15:56.902>the <00:15:57.058>times <00:15:57.213>they <00:15:57.369>have <00:15:57.525>concrete

288
00:15:59.805 --> 00:16:02.605
<00:15:59.805>solution <00:15:59.960>ideas, <00:16:00.116>things <00:16:00.271>like <00:16:00.427>yes, <00:16:00.582>for <00:16:00.738>that <00:16:00.893>ride <00:16:01.049>sharing <00:16:01.204>app,

289
00:16:02.605 --> 00:16:06.165
<00:16:02.605>we <00:16:02.732>need <00:16:02.859>a <00:16:02.986>credit <00:16:03.114>card <00:16:03.241>payment <00:16:03.368>and <00:16:03.495>we <00:16:03.623>need <00:16:03.750>a <00:16:03.877>social <00:16:04.005>login

290
00:16:06.265 --> 00:16:10.045
<00:16:06.265>and <00:16:06.439>we <00:16:06.615>need <00:16:06.790>a <00:16:06.965>fantastic <00:16:07.140>cool <00:16:07.314>map, <00:16:07.490>visual <00:16:07.665>visualization

291
00:16:10.145 --> 00:16:14.445
<00:16:10.145>of <00:16:10.300>the <00:16:10.456>the <00:16:10.611>drivers, <00:16:10.767>uh, <00:16:10.922>that, <00:16:11.078>um, <00:16:11.233>you <00:16:11.389>can <00:16:11.545>choose.

292
00:16:15.545 --> 00:16:20.165
<00:16:15.545>But <00:16:15.700>we <00:16:15.856>start, <00:16:16.011>uh, <00:16:16.167>populating <00:16:16.322>that <00:16:16.478>canvas <00:16:16.633>and <00:16:16.789>the <00:16:16.944>first,

293
00:16:21.305 --> 00:16:24.725
<00:16:21.305>and <00:16:21.505>it's <00:16:21.704>a <00:16:21.905>no <00:16:22.104>brainer <00:16:22.305>or <00:16:22.505>all <00:16:22.704>technique,

294
00:16:24.985 --> 00:16:29.285
<00:16:24.985>but <00:16:25.140>often <00:16:25.296>neglected <00:16:25.451>to <00:16:25.607>populate <00:16:25.762>that <00:16:25.918>is <00:16:26.073>personas <00:16:26.229>who <00:16:26.385>works

295
00:16:29.285 --> 00:16:30.885
<00:16:29.285>with <00:16:29.751>personas <00:16:30.218>in <00:16:30.685>here.

296
00:16:31.705 --> 00:16:33.005
<00:16:31.705>Plenty <00:16:32.095>of <00:16:32.485>view. <00:16:32.875>Fantastic.

297
00:16:34.065 --> 00:16:37.925
<00:16:34.065>And <00:16:34.298>the <00:16:34.531>interesting <00:16:34.765>thing <00:16:34.998>with <00:16:35.231>personas <00:16:35.465>is

298
00:16:38.265 --> 00:16:42.565
<00:16:38.265>to <00:16:38.439>narrow <00:16:38.615>down <00:16:38.790>the <00:16:38.965>target <00:16:39.140>group, <00:16:39.314>not <00:16:39.490>having, <00:16:39.665>Hey,

299
00:16:42.705 --> 00:16:44.645
<00:16:42.705>we <00:16:42.985>are <00:16:43.265>doing <00:16:43.545>everything <00:16:43.825>to <00:16:44.105>everybody.

300
00:16:45.375 --> 00:16:49.125
<00:16:45.375>World <00:16:45.655>peace. <00:16:45.935>Narrow <00:16:46.215>that <00:16:46.495>down, <00:16:46.775>especially

301
00:16:49.145 --> 00:16:51.685
<00:16:49.145>for <00:16:49.378>small <00:16:49.611>companies <00:16:49.845>and <00:16:50.078>startups <00:16:50.311>and <00:16:50.545>MVPs.

302
00:16:51.685 --> 00:16:53.325
<00:16:51.685>Narrow <00:16:52.035>down <00:16:52.385>your <00:16:52.734>target <00:16:53.084>group.

303
00:16:54.065 --> 00:16:57.045
<00:16:54.065>And <00:16:54.220>often <00:16:54.376>I <00:16:54.531>have <00:16:54.687>discussions <00:16:54.842>with <00:16:54.998>startups, <00:16:55.153>they <00:16:55.309>say, <00:16:55.465>okay,

304
00:16:57.105 --> 00:17:00.965
<00:16:57.105>our <00:16:57.305>persona <00:16:57.505>is <00:16:57.705>the <00:16:57.905>IT <00:16:58.105>department <00:16:58.305>of <00:16:58.505>stop.

305
00:17:01.825 --> 00:17:05.005
<00:17:01.825>An <00:17:01.980>IT <00:17:02.136>department <00:17:02.291>is <00:17:02.447>not <00:17:02.602>a <00:17:02.758>persona, <00:17:02.913>it <00:17:03.069>is <00:17:03.225>a,

306
00:17:05.785 --> 00:17:09.685
<00:17:05.785>and <00:17:05.940>actually <00:17:06.096>a <00:17:06.251>real <00:17:06.407>person, <00:17:06.562>you <00:17:06.718>are <00:17:06.873>thinking <00:17:07.029>about <00:17:07.185>driving,

307
00:17:11.305 --> 00:17:12.365
<00:17:11.305>buying <00:17:12.259>decisions.

308
00:17:12.385 --> 00:17:17.005
<00:17:12.385>For <00:17:12.512>example, <00:17:12.639>I <00:17:12.766>brought <00:17:12.894>you <00:17:13.021>Tina <00:17:13.148>with <00:17:13.275>me, <00:17:13.403>she <00:17:13.530>is <00:17:13.657>my <00:17:13.785>persona

309
00:17:17.025 --> 00:17:19.125
<00:17:17.025>for <00:17:17.305>that, <00:17:17.585>um, <00:17:17.865>ride <00:17:18.145>sharing <00:17:18.425>app.

310
00:17:19.615 --> 00:17:21.285
<00:17:19.615>She's <00:17:19.848>in <00:17:20.081>her <00:17:20.315>mid <00:17:20.548>twenties, <00:17:20.781>she <00:17:21.015>lives

311
00:17:21.285 --> 00:17:23.765
<00:17:21.285>with <00:17:21.565>her <00:17:21.845>boyfriend, <00:17:22.125>blah, <00:17:22.405>blah, <00:17:22.685>blah.

312
00:17:23.825 --> 00:17:26.365
<00:17:23.825>And <00:17:24.000>the <00:17:24.175>interesting <00:17:24.350>thing, <00:17:24.525>you <00:17:24.700>will <00:17:24.875>get <00:17:25.050>the <00:17:25.225>slides,

313
00:17:26.565 --> 00:17:28.845
<00:17:26.565>I <00:17:26.798>won't <00:17:27.031>read <00:17:27.265>any <00:17:27.498>everything <00:17:27.731>for <00:17:27.965>you,

314
00:17:29.025 --> 00:17:31.125
<00:17:29.025>but <00:17:29.258>the <00:17:29.491>interesting <00:17:29.725>thing <00:17:29.958>for <00:17:30.191>our <00:17:30.425>product

315
00:17:31.185 --> 00:17:34.325
<00:17:31.185>and <00:17:31.340>survey <00:17:31.496>for <00:17:31.651>example, <00:17:31.807>is <00:17:31.962>she <00:17:32.118>has <00:17:32.273>no <00:17:32.429>credit <00:17:32.585>card,

316
00:17:34.865 --> 00:17:36.325
<00:17:34.865>but <00:17:35.127>she <00:17:35.390>has <00:17:35.653>a <00:17:35.916>PayPal <00:17:36.179>account.

317
00:17:36.715 --> 00:17:39.805
<00:17:36.715>That <00:17:36.889>means <00:17:37.064>building <00:17:37.240>a <00:17:37.415>product <00:17:37.590>for <00:17:37.764>that <00:17:37.939>target <00:17:38.115>group

318
00:17:40.155 --> 00:17:42.525
<00:17:40.155>with <00:17:40.388>credit <00:17:40.621>card <00:17:40.855>payment <00:17:41.088>is <00:17:41.321>quite <00:17:41.555>b******t.

319
00:17:42.625 --> 00:17:47.445
<00:17:42.625>Nobody <00:17:42.975>will <00:17:43.325>use <00:17:43.675>that. <00:17:44.025>Unas.

320
00:17:47.445 --> 00:17:50.605
<00:17:47.445>Help <00:17:47.600>us <00:17:47.756>to <00:17:47.911>define, <00:17:48.067>to <00:17:48.222>narrow <00:17:48.378>down <00:17:48.533>our <00:17:48.689>target <00:17:48.845>group

321
00:17:50.665 --> 00:17:53.165
<00:17:50.665>and <00:17:50.945>be <00:17:51.225>as <00:17:51.504>specific <00:17:51.784>as <00:17:52.065>possible.

322
00:17:53.785 --> 00:17:57.645
<00:17:53.785>Not, <00:17:53.940>hey, <00:17:54.096>we'll <00:17:54.251>do <00:17:54.407>the <00:17:54.562>public <00:17:54.718>service <00:17:54.873>app <00:17:55.029>for, <00:17:55.185>um,

323
00:17:58.425 --> 00:18:01.565
<00:17:58.425>senior <00:17:58.774>people <00:17:59.125>and <00:17:59.475>for <00:17:59.825>kids.

324
00:18:02.145 --> 00:18:04.725
<00:18:02.145>No, <00:18:02.611>narrow <00:18:03.078>that <00:18:03.545>down.

325
00:18:04.795 --> 00:18:06.845
<00:18:04.795>Then <00:18:05.075>the <00:18:05.355>next <00:18:05.635>one <00:18:05.915>is <00:18:06.195>as

326
00:18:07.875 --> 00:18:11.005
<00:18:07.875>much <00:18:08.030>older <00:18:08.186>than <00:18:08.341>personas <00:18:08.497>are <00:18:08.652>from <00:18:08.808>my <00:18:08.963>point <00:18:09.119>of <00:18:09.275>view,

327
00:18:11.235 --> 00:18:12.405
<00:18:11.235>hierarchy <00:18:11.761>of <00:18:12.288>needs.

328
00:18:13.025 --> 00:18:16.525
<00:18:13.025>And <00:18:13.180>the <00:18:13.336>interesting <00:18:13.491>thing <00:18:13.647>is <00:18:13.802>when <00:18:13.958>we <00:18:14.113>discuss <00:18:14.269>these <00:18:14.425>product

329
00:18:16.525 --> 00:18:19.925
<00:18:16.525>discovery <00:18:16.725>topics <00:18:16.925>with <00:18:17.125>customers, <00:18:17.325>it's <00:18:17.525>always <00:18:17.725>this <00:18:17.925>discussion

330
00:18:20.385 --> 00:18:24.405
<00:18:20.385>and <00:18:20.525>this <00:18:20.665>attempt <00:18:20.805>to <00:18:20.945>pull <00:18:21.085>them <00:18:21.225>out <00:18:21.365>of <00:18:21.504>the <00:18:21.645>solution <00:18:21.785>mode.

331
00:18:24.625 --> 00:18:29.405
<00:18:24.625>We <00:18:24.765>need <00:18:24.905>push <00:18:25.045>messages, <00:18:25.185>we <00:18:25.325>need <00:18:25.465>lists, <00:18:25.605>we <00:18:25.745>need <00:18:25.885>social <00:18:26.025>login.

332
00:18:29.665 --> 00:18:32.725
<00:18:29.665>No, <00:18:29.805>no, <00:18:29.945>no, <00:18:30.085>stop. <00:18:30.225>We <00:18:30.365>have <00:18:30.504>to <00:18:30.645>be <00:18:30.784>in <00:18:30.925>problem <00:18:31.065>mode.

333
00:18:33.065 --> 00:18:36.205
<00:18:33.065>What's <00:18:33.298>the <00:18:33.531>problem? <00:18:33.765>What's <00:18:33.998>the <00:18:34.231>underserved <00:18:34.465>need?

334
00:18:37.825 --> 00:18:42.525
<00:18:37.825>And <00:18:37.952>to <00:18:38.079>get <00:18:38.206>traction <00:18:38.334>on <00:18:38.461>that, <00:18:38.588>you <00:18:38.715>can <00:18:38.843>use <00:18:38.970>the <00:18:39.097>very <00:18:39.225>old,

335
00:18:43.745 --> 00:18:46.285
<00:18:43.745>um, <00:18:44.024>hierarchy <00:18:44.304>of <00:18:44.584>needs <00:18:44.864>of <00:18:45.145>maslo

336
00:18:46.385 --> 00:18:50.685
<00:18:46.385>and <00:18:46.585>start <00:18:46.785>with <00:18:46.985>things <00:18:47.185>like <00:18:47.385>physiological <00:18:47.585>needs, <00:18:47.785>safety

337
00:18:50.785 --> 00:18:51.805
<00:18:50.785>and <00:18:51.244>security <00:18:51.703>needs.

338
00:18:51.955 --> 00:18:54.485
<00:18:51.955>Love <00:18:52.235>and <00:18:52.514>belonging <00:18:52.794>needs, <00:18:53.074>self-esteem <00:18:53.355>needs,

339
00:18:54.745 --> 00:18:58.485
<00:18:54.745>self-actualization <00:18:55.211>needs, <00:18:55.678>okay, <00:18:56.145>Constantin

340
00:18:58.745 --> 00:18:59.965
<00:18:58.745>for <00:18:59.110>designing <00:18:59.476>a <00:18:59.842>product.

341
00:19:00.865 --> 00:19:03.805
<00:19:00.865>Yes, <00:19:01.020>right? <00:19:01.176>Then <00:19:01.331>the <00:19:01.487>interesting <00:19:01.642>thing <00:19:01.798>is <00:19:01.953>it's <00:19:02.109>a <00:19:02.265>permit.

342
00:19:04.945 --> 00:19:08.685
<00:19:04.945>If <00:19:05.100>you <00:19:05.256>don't <00:19:05.411>fulfill <00:19:05.567>the <00:19:05.722>needs <00:19:05.878>on <00:19:06.033>the <00:19:06.189>basic <00:19:06.345>levels,

343
00:19:09.265 --> 00:19:11.205
<00:19:09.265>the <00:19:09.731>rest <00:19:10.198>is <00:19:10.665>irrelevant.

344
00:19:11.425 --> 00:19:15.765
<00:19:11.425>For <00:19:11.658>example, <00:19:11.891>if <00:19:12.125>Tina <00:19:12.358>books <00:19:12.591>a <00:19:12.825>drive

345
00:19:15.875 --> 00:19:20.285
<00:19:15.875>with <00:19:16.050>this <00:19:16.225>app <00:19:16.400>and <00:19:16.575>after <00:19:16.750>a <00:19:16.925>while <00:19:17.100>while <00:19:17.275>Dr.

346
00:19:20.375 --> 00:19:23.805
<00:19:20.375>While <00:19:20.502>going <00:19:20.629>by <00:19:20.756>car, <00:19:20.884>she <00:19:21.011>says, <00:19:21.138>oh, <00:19:21.265>can <00:19:21.393>we <00:19:21.520>make <00:19:21.647>a <00:19:21.775>rest?

347
00:19:24.165 --> 00:19:26.525
<00:19:24.165>I <00:19:24.292>have <00:19:24.419>to <00:19:24.546>go <00:19:24.674>to <00:19:24.801>the <00:19:24.928>toilet. <00:19:25.055>And <00:19:25.183>the <00:19:25.310>driver <00:19:25.437>says, <00:19:25.565>no,

348
00:19:27.485 --> 00:19:28.685
<00:19:27.485>I <00:19:27.701>don't <00:19:27.917>have <00:19:28.132>time <00:19:28.349>for <00:19:28.565>rest.

349
00:19:29.075 --> 00:19:33.765
<00:19:29.075>Open <00:19:29.250>the <00:19:29.425>window. <00:19:29.600>She <00:19:29.775>would <00:19:29.950>never <00:19:30.125>book <00:19:30.300>a <00:19:30.475>drive

350
00:19:34.035 --> 00:19:38.625
<00:19:34.035>ride <00:19:34.268>again <00:19:34.501>with <00:19:34.735>the <00:19:34.968>coolest <00:19:35.201>map, <00:19:35.435>visualization

351
00:19:38.765 --> 00:19:41.625
<00:19:38.765>and <00:19:38.940>social <00:19:39.115>lock <00:19:39.290>in <00:19:39.465>and <00:19:39.640>whatever, <00:19:39.815>a <00:19:39.990>PayPal <00:19:40.165>payment.

352
00:19:42.245 --> 00:19:44.545
<00:19:42.245>She <00:19:42.419>would <00:19:42.594>never <00:19:42.770>book <00:19:42.945>a <00:19:43.120>ride <00:19:43.294>again <00:19:43.469>with <00:19:43.645>it

353
00:19:44.695 --> 00:19:48.065
<00:19:44.695>because <00:19:44.870>she <00:19:45.044>didn't <00:19:45.220>get <00:19:45.395>the <00:19:45.570>chance <00:19:45.745>to <00:19:45.919>make <00:19:46.095>arrest.

354
00:19:49.725 --> 00:19:53.585
<00:19:49.725>She <00:19:49.925>wants <00:19:50.125>a <00:19:50.324>safe <00:19:50.524>journey <00:19:50.725>to <00:19:50.925>be <00:19:51.125>safe,

355
00:19:53.845 --> 00:19:55.265
<00:19:53.845>no <00:19:54.271>attacks, <00:19:54.697>no <00:19:55.123>harassment.

356
00:19:55.685 --> 00:19:58.465
<00:19:55.685>She <00:19:55.918>wants <00:19:56.151>to <00:19:56.385>cultivate <00:19:56.618>friendships, <00:19:56.851>she <00:19:57.085>wants

357
00:19:58.665 --> 00:20:02.385
<00:19:58.665>to <00:19:58.820>be <00:19:58.976>independent <00:19:59.131>for <00:19:59.287>from <00:19:59.442>our <00:19:59.598>her <00:19:59.753>parents, <00:19:59.909>for <00:20:00.065>example,

358
00:20:02.675 --> 00:20:05.105
<00:20:02.675>maybe <00:20:02.850>she <00:20:03.024>couldn't <00:20:03.200>ask, <00:20:03.375>could <00:20:03.550>ask <00:20:03.725>her <00:20:03.899>parents, <00:20:04.075>Hey,

359
00:20:05.105 --> 00:20:06.625
<00:20:05.105>would <00:20:05.276>you <00:20:05.447>buy <00:20:05.618>me <00:20:05.789>or <00:20:05.960>lend <00:20:06.131>me <00:20:06.302>a <00:20:06.473>car?

360
00:20:07.045 --> 00:20:09.385
<00:20:07.045>She <00:20:07.245>don't <00:20:07.445>want <00:20:07.645>to, <00:20:07.845>but <00:20:08.045>it's <00:20:08.245>all <00:20:08.445>irrelevant

361
00:20:10.285 --> 00:20:13.865
<00:20:10.285>if <00:20:10.401>she <00:20:10.518>books <00:20:10.635>a <00:20:10.751>ride <00:20:10.868>and <00:20:10.985>is <00:20:11.101>not <00:20:11.218>allowed <00:20:11.335>to <00:20:11.451>take <00:20:11.568>a <00:20:11.685>rest.

362
00:20:16.805 --> 00:20:21.185
<00:20:16.805>The <00:20:16.980>hierarchy <00:20:17.155>of <00:20:17.330>needs <00:20:17.505>helps <00:20:17.680>us <00:20:17.855>to <00:20:18.030>understand <00:20:18.205>problems

363
00:20:21.405 --> 00:20:23.425
<00:20:21.405>and <00:20:21.754>vicious <00:20:22.105>and <00:20:22.455>underserved <00:20:22.805>needs.

364
00:20:23.765 --> 00:20:26.265
<00:20:23.765>And <00:20:23.892>the <00:20:24.019>next <00:20:24.146>one <00:20:24.274>I'll <00:20:24.401>show <00:20:24.528>you <00:20:24.655>is <00:20:24.783>jobs <00:20:24.910>to <00:20:25.037>be <00:20:25.165>done.

365
00:20:27.775 --> 00:20:28.985
<00:20:27.775>What <00:20:28.138>jobs <00:20:28.501>and <00:20:28.864>tasks

366
00:20:29.285 --> 00:20:33.145
<00:20:29.285>and <00:20:29.485>things <00:20:29.685>do <00:20:29.885>we <00:20:30.085>help <00:20:30.285>our <00:20:30.485>customers <00:20:30.685>with?

367
00:20:33.765 --> 00:20:38.625
<00:20:33.765>And <00:20:33.920>that <00:20:34.076>are <00:20:34.231>functional <00:20:34.387>aspects <00:20:34.542>of <00:20:34.698>jobs <00:20:34.853>getting <00:20:35.009>from <00:20:35.165>A

368
00:20:38.625 --> 00:20:39.985
<00:20:38.625>to <00:20:38.869>B <00:20:39.114>in <00:20:39.359>a <00:20:39.604>safe <00:20:39.849>way.

369
00:20:40.515 --> 00:20:43.865
<00:20:40.515>There <00:20:40.715>are <00:20:40.915>emotional <00:20:41.115>aspects, <00:20:41.315>status <00:20:41.515>aspects <00:20:41.715>of <00:20:41.915>jobs.

370
00:20:43.965 --> 00:20:47.445
<00:20:43.965>And <00:20:44.120>the <00:20:44.276>interesting <00:20:44.431>thing, <00:20:44.587>we <00:20:44.742>had <00:20:44.898>this <00:20:45.053>conference, <00:20:45.209>uh, <00:20:45.365>uh,

371
00:20:47.445 --> 00:20:49.045
<00:20:47.445>earlier <00:20:47.725>this <00:20:48.004>year <00:20:48.284>and <00:20:48.564>we <00:20:48.845>had

372
00:20:49.045 --> 00:20:51.085
<00:20:49.045>to <00:20:49.278>talk <00:20:49.511>about <00:20:49.745>customer, <00:20:49.978>uh, <00:20:50.211>about <00:20:50.445>jobs.

373
00:20:51.295 --> 00:20:53.125
<00:20:51.295>Bundy. <00:20:51.645>An <00:20:51.995>interesting <00:20:52.345>thing <00:20:52.695>is

374
00:20:53.945 --> 00:20:55.565
<00:20:53.945>we <00:20:54.225>are <00:20:54.504>always <00:20:54.784>focusing <00:20:55.064>on <00:20:55.345>product,

375
00:20:55.785 --> 00:20:57.605
<00:20:55.785>in <00:20:56.065>product <00:20:56.345>development <00:20:56.625>teams <00:20:56.905>on <00:20:57.185>functional

376
00:20:57.635 --> 00:20:59.845
<00:20:57.635>jobs <00:20:58.335>for <00:20:59.035>customers.

377
00:21:00.265 --> 00:21:01.925
<00:21:00.265>That's <00:21:00.615>the <00:21:00.965>most <00:21:01.315>irrelevant <00:21:01.665>part.

378
00:21:03.275 --> 00:21:07.245
<00:21:03.275>They're <00:21:03.450>focusing <00:21:03.625>on <00:21:03.800>status <00:21:03.975>on <00:21:04.150>emotions <00:21:04.325>and <00:21:04.500>so <00:21:04.675>on.

379
00:21:07.715 --> 00:21:09.925
<00:21:07.715>Does <00:21:07.995>that <00:21:08.274>product <00:21:08.554>feel <00:21:08.834>me <00:21:09.115>safe,

380
00:21:10.995 --> 00:21:12.325
<00:21:10.995>good, <00:21:11.294>and <00:21:11.593>something <00:21:11.892>like <00:21:12.192>that.

381
00:21:12.345 --> 00:21:14.565
<00:21:12.345>And <00:21:12.545>we <00:21:12.745>are <00:21:12.945>always <00:21:13.145>focusing <00:21:13.345>on <00:21:13.545>functional <00:21:13.745>things.

382
00:21:15.025 --> 00:21:17.725
<00:21:15.025>And <00:21:15.200>in <00:21:15.375>the <00:21:15.550>end, <00:21:15.725>the <00:21:15.900>hard <00:21:16.075>truth <00:21:16.250>is <00:21:16.425>customers

383
00:21:17.855 --> 00:21:18.925
<00:21:17.855>don't <00:21:18.336>buy <00:21:18.818>products.

384
00:21:19.305 --> 00:21:22.165
<00:21:19.305>As <00:21:19.445>Clayton <00:21:19.585>Christensen <00:21:19.725>said, <00:21:19.865>they <00:21:20.005>hire <00:21:20.145>them <00:21:20.285>to <00:21:20.425>do <00:21:20.565>a <00:21:20.705>job.

385
00:21:23.265 --> 00:21:25.805
<00:21:23.265>That's <00:21:23.545>this <00:21:23.825>nice <00:21:24.105>example <00:21:24.385>in <00:21:24.665>German.

386
00:21:26.545 --> 00:21:30.045
<00:21:26.545>Uh, <00:21:26.672>when <00:21:26.799>you, <00:21:26.926>nobody <00:21:27.054>says, <00:21:27.181>I <00:21:27.308>want <00:21:27.435>to <00:21:27.563>go <00:21:27.690>to <00:21:27.817>the <00:21:27.945>bank.

387
00:21:30.435 --> 00:21:33.125
<00:21:30.435>Everybody <00:21:30.610>says <00:21:30.784>I <00:21:30.960>have <00:21:31.135>to <00:21:31.310>go <00:21:31.485>to <00:21:31.659>the <00:21:31.835>bank

388
00:21:33.385 --> 00:21:35.205
<00:21:33.385>to <00:21:33.618>get <00:21:33.851>cash <00:21:34.085>or <00:21:34.318>something <00:21:34.551>like <00:21:34.785>that.

389
00:21:35.625 --> 00:21:40.125
<00:21:35.625>We <00:21:35.725>hire <00:21:35.825>them <00:21:35.925>to <00:21:36.025>to, <00:21:36.125>to <00:21:36.225>do <00:21:36.325>a <00:21:36.425>job. <00:21:36.525>And <00:21:36.625>I, <00:21:36.725>uh, <00:21:36.825>boil <00:21:36.925>that <00:21:37.025>down.

390
00:21:40.125 --> 00:21:42.445
<00:21:40.125>Jobs <00:21:40.325>to <00:21:40.525>be <00:21:40.725>done <00:21:40.925>to <00:21:41.125>this <00:21:41.325>small <00:21:41.525>canvas.

391
00:21:42.745 --> 00:21:46.365
<00:21:42.745>And <00:21:43.024>that's <00:21:43.304>the, <00:21:43.584>um, <00:21:43.864>problem <00:21:44.145>space,

392
00:21:46.675 --> 00:21:47.965
<00:21:46.675>part <00:21:46.907>of <00:21:47.139>jobs <00:21:47.371>to <00:21:47.603>be <00:21:47.836>done.

393
00:21:49.105 --> 00:21:52.485
<00:21:49.105>You <00:21:49.245>can <00:21:49.385>read <00:21:49.525>details <00:21:49.665>on <00:21:49.805>that <00:21:49.945>in <00:21:50.085>this, <00:21:50.225>uh, <00:21:50.365>wonderful <00:21:50.505>book.

394
00:21:52.745 --> 00:21:54.405
<00:21:52.745>And <00:21:53.024>I <00:21:53.304>populated <00:21:53.584>that <00:21:53.864>for <00:21:54.145>you.

395
00:21:54.505 --> 00:21:58.365
<00:21:54.505>And <00:21:54.632>I <00:21:54.759>don't <00:21:54.886>wanna <00:21:55.014>read <00:21:55.141>all <00:21:55.268>the <00:21:55.395>the <00:21:55.523>in <00:21:55.650>the <00:21:55.777>things, <00:21:55.905>but,

396
00:21:58.425 --> 00:22:02.365
<00:21:58.425>but <00:21:58.580>here <00:21:58.736>is <00:21:58.891>something <00:21:59.047>like, <00:21:59.202>what's <00:21:59.358>my <00:21:59.513>customer <00:21:59.669>job <00:21:59.825>travel

397
00:22:02.385 --> 00:22:05.165
<00:22:02.385>to <00:22:02.501>from <00:22:02.618>A <00:22:02.735>to <00:22:02.851>B <00:22:02.968>in <00:22:03.085>a <00:22:03.201>secure <00:22:03.318>way <00:22:03.435>without <00:22:03.551>having <00:22:03.668>a <00:22:03.785>car?

398
00:22:06.185 --> 00:22:09.525
<00:22:06.185>Um, <00:22:06.325>and <00:22:06.465>interesting <00:22:06.605>things <00:22:06.745>are, <00:22:06.885>I <00:22:07.024>don't <00:22:07.165>have <00:22:07.304>a <00:22:07.445>good <00:22:07.585>sense

399
00:22:09.525 --> 00:22:12.445
<00:22:09.525>of <00:22:09.805>direction <00:22:10.085>in <00:22:10.365>the <00:22:10.645>upper <00:22:10.925>things.

400
00:22:12.545 --> 00:22:15.125
<00:22:12.545>And <00:22:12.745>these <00:22:12.945>are <00:22:13.145>the <00:22:13.345>current <00:22:13.545>approaches <00:22:13.745>and <00:22:13.945>alternatives.

401
00:22:15.625 --> 00:22:19.445
<00:22:15.625>And <00:22:15.765>if <00:22:15.905>you <00:22:16.045>look <00:22:16.185>at <00:22:16.325>these <00:22:16.465>ones, <00:22:16.605>there's <00:22:16.745>a <00:22:16.885>common <00:22:17.025>problem

402
00:22:19.635 --> 00:22:21.165
<00:22:19.635>with <00:22:20.094>all <00:22:20.553>these <00:22:21.012>alternatives.

403
00:22:21.435 --> 00:22:25.805
<00:22:21.435>Tina <00:22:21.575>has <00:22:21.715>a <00:22:21.855>problem <00:22:21.995>when <00:22:22.135>she <00:22:22.274>goes <00:22:22.415>by <00:22:22.554>bus, <00:22:22.695>for <00:22:22.835>example.

404
00:22:26.265 --> 00:22:29.685
<00:22:26.265>The <00:22:26.405>bus <00:22:26.545>stops <00:22:26.685>at <00:22:26.825>the <00:22:26.965>bus <00:22:27.105>stop <00:22:27.245>outside <00:22:27.385>of <00:22:27.525>the <00:22:27.665>center

405
00:22:29.745 --> 00:22:33.325
<00:22:29.745>of <00:22:29.885>the <00:22:30.024>city, <00:22:30.165>and <00:22:30.304>she <00:22:30.445>has <00:22:30.584>to <00:22:30.725>navigate <00:22:30.864>from <00:22:31.004>from <00:22:31.145>there

406
00:22:33.465 --> 00:22:34.725
<00:22:33.465>to <00:22:33.842>her <00:22:34.221>friend's <00:22:34.599>house.

407
00:22:36.275 --> 00:22:38.845
<00:22:36.275>Just <00:22:36.555>to <00:22:36.835>be <00:22:37.115>done <00:22:37.395>helps <00:22:37.675>us

408
00:22:39.985 --> 00:22:44.725
<00:22:39.985>to <00:22:40.159>understand <00:22:40.334>our <00:22:40.510>target <00:22:40.685>group, <00:22:40.860>their <00:22:41.034>needs, <00:22:41.209>their <00:22:41.385>problems,

409
00:22:45.665 --> 00:22:48.045
<00:22:45.665>and <00:22:45.945>gives <00:22:46.225>a <00:22:46.504>first <00:22:46.784>indication <00:22:47.065>about

410
00:22:48.825 --> 00:22:50.205
<00:22:48.825>top <00:22:49.135>features <00:22:49.446>of <00:22:49.756>our <00:22:50.067>product.

411
00:22:52.945 --> 00:22:57.685
<00:22:52.945>And <00:22:53.100>a <00:22:53.256>real <00:22:53.411>wonderful <00:22:53.567>tool <00:22:53.722>as <00:22:53.878>a <00:22:54.033>value <00:22:54.189>proposition <00:22:54.345>canvas.

412
00:22:58.055 --> 00:22:59.645
<00:22:58.055>Maybe <00:22:58.335>you <00:22:58.615>have <00:22:58.895>seen <00:22:59.175>it <00:22:59.455>before.

413
00:22:59.915 --> 00:23:01.605
<00:22:59.915>It's <00:23:00.148>the, <00:23:00.381>I <00:23:00.615>think <00:23:00.848>the <00:23:01.081>small <00:23:01.315>brother

414
00:23:01.705 --> 00:23:03.445
<00:23:01.705>of <00:23:02.054>the <00:23:02.405>business <00:23:02.754>model <00:23:03.105>canvas.

415
00:23:04.425 --> 00:23:06.805
<00:23:04.425>And <00:23:04.625>the <00:23:04.825>interesting <00:23:05.024>thing <00:23:05.225>is <00:23:05.425>how <00:23:05.625>can <00:23:05.825>we

416
00:23:08.185 --> 00:23:10.405
<00:23:08.185>get <00:23:08.385>our <00:23:08.585>target <00:23:08.784>group <00:23:08.985>to <00:23:09.185>change <00:23:09.385>their <00:23:09.585>behavior?

417
00:23:10.405 --> 00:23:12.485
<00:23:10.405>Because <00:23:10.871>they <00:23:11.338>have <00:23:11.805>idly,

418
00:23:13.555 --> 00:23:16.805
<00:23:13.555>they <00:23:13.730>have <00:23:13.905>still <00:23:14.080>have <00:23:14.255>a <00:23:14.430>solution <00:23:14.605>for <00:23:14.780>the <00:23:14.955>problem,

419
00:23:18.685 --> 00:23:22.925
<00:23:18.685>a <00:23:18.825>less <00:23:18.965>good <00:23:19.105>solution, <00:23:19.245>but <00:23:19.385>they <00:23:19.524>have <00:23:19.665>already <00:23:19.804>have <00:23:19.945>a <00:23:20.085>solution.

420
00:23:22.985 --> 00:23:24.805
<00:23:22.985>If <00:23:23.218>they <00:23:23.451>don't <00:23:23.685>have <00:23:23.918>a <00:23:24.151>solution <00:23:24.385>yet,

421
00:23:25.215 --> 00:23:27.245
<00:23:25.215>maybe <00:23:25.415>it's <00:23:25.615>not <00:23:25.814>a <00:23:26.014>relevant <00:23:26.215>problem <00:23:26.415>for <00:23:26.615>them.

422
00:23:28.305 --> 00:23:33.285
<00:23:28.305>And <00:23:28.432>if <00:23:28.559>we <00:23:28.686>want <00:23:28.814>them <00:23:28.941>to <00:23:29.068>use <00:23:29.195>our <00:23:29.323>product, <00:23:29.450>we <00:23:29.577>have <00:23:29.705>them

423
00:23:33.865 --> 00:23:38.725
<00:23:33.865>to <00:23:34.020>convince <00:23:34.176>them <00:23:34.331>to <00:23:34.487>change <00:23:34.642>their <00:23:34.798>behavior, <00:23:34.953>not <00:23:35.109>use <00:23:35.265>Axl

424
00:23:39.745 --> 00:23:42.805
<00:23:39.745>to <00:23:39.945>use <00:23:40.145>our <00:23:40.344>SS <00:23:40.544>uh, <00:23:40.745>our <00:23:40.945>SaaS <00:23:41.145>product

425
00:23:43.065 --> 00:23:47.765
<00:23:43.065>or <00:23:43.220>not <00:23:43.376>to <00:23:43.531>use <00:23:43.687>whatever, <00:23:43.842>um, <00:23:43.998>for <00:23:44.153>doing <00:23:44.309>that <00:23:44.465>job,

426
00:23:48.435 --> 00:23:53.045
<00:23:48.435>listening <00:23:48.610>to <00:23:48.784>music <00:23:48.960>with <00:23:49.135>their <00:23:49.310>10, <00:23:49.485>20, <00:23:49.659>30-year-old <00:23:49.835>Walkman.

427
00:23:53.705 --> 00:23:55.245
<00:23:53.705>But <00:23:54.167>use <00:23:54.629>Spotify <00:23:55.091>instead.

428
00:23:56.225 --> 00:23:59.005
<00:23:56.225>The <00:23:56.399>value <00:23:56.574>preposition <00:23:56.750>con <00:23:56.925>canvas <00:23:57.100>is, <00:23:57.274>uh, <00:23:57.449>structured <00:23:57.625>like

429
00:23:59.005 --> 00:24:03.285
<00:23:59.005>that <00:23:59.160>on <00:23:59.316>the <00:23:59.471>right <00:23:59.627>hand <00:23:59.782>side <00:23:59.938>is <00:24:00.093>the <00:24:00.249>problem <00:24:00.405>space.

430
00:24:03.625 --> 00:24:04.765
<00:24:03.625>We <00:24:03.881>start <00:24:04.138>with <00:24:04.394>that <00:24:04.651>one.

431
00:24:05.105 --> 00:24:07.525
<00:24:05.105>And <00:24:05.260>on <00:24:05.416>the <00:24:05.571>left <00:24:05.727>hand <00:24:05.882>side <00:24:06.038>is <00:24:06.193>the <00:24:06.349>solution <00:24:06.505>space.

432
00:24:08.115 --> 00:24:10.285
<00:24:08.115>It's <00:24:08.348>described <00:24:08.581>in <00:24:08.815>the <00:24:09.048>value <00:24:09.281>proposition <00:24:09.515>design

433
00:24:10.285 --> 00:24:11.325
<00:24:10.285>book, <00:24:10.753>wonderful <00:24:11.221>book.

434
00:24:11.545 --> 00:24:15.645
<00:24:11.545>And <00:24:11.825>I <00:24:12.105>populated <00:24:12.385>just <00:24:12.665>the, <00:24:12.945>uh,

435
00:24:15.645 --> 00:24:17.365
<00:24:15.645>problem <00:24:15.995>side <00:24:16.345>of <00:24:16.695>the <00:24:17.045>canvas.

436
00:24:18.425 --> 00:24:23.125
<00:24:18.425>And, <00:24:18.774>um, <00:24:19.125>when <00:24:19.475>people <00:24:19.825>start

437
00:24:23.125 --> 00:24:26.845
<00:24:23.125>to <00:24:23.252>use <00:24:23.379>that <00:24:23.506>canvas, <00:24:23.634>I <00:24:23.761>always, <00:24:23.888>uh, <00:24:24.015>say <00:24:24.143>it's <00:24:24.270>like <00:24:24.397>a <00:24:24.525>pitch.

438
00:24:27.545 --> 00:24:32.445
<00:24:27.545>If <00:24:27.700>you <00:24:27.856>meet <00:24:28.011>an <00:24:28.167>equivalence <00:24:28.322>you <00:24:28.478>have <00:24:28.633>seen <00:24:28.789>long <00:24:28.945>before

439
00:24:32.545 --> 00:24:35.045
<00:24:32.545>and <00:24:32.745>he <00:24:32.945>or <00:24:33.145>she <00:24:33.345>asks <00:24:33.545>you, <00:24:33.745>Hey <00:24:33.945>Constantine,

440
00:24:35.125 --> 00:24:36.445
<00:24:35.125>I <00:24:35.323>heard <00:24:35.521>you're <00:24:35.719>building <00:24:35.917>a <00:24:36.115>great <00:24:36.312>product.

441
00:24:36.465 --> 00:24:37.965
<00:24:36.465>What's <00:24:36.802>it <00:24:37.139>about? <00:24:37.477>Tell <00:24:37.814>me.

442
00:24:38.465 --> 00:24:42.845
<00:24:38.465>You <00:24:38.605>start <00:24:38.745>with, <00:24:38.885>hey, <00:24:39.024>you <00:24:39.165>know, <00:24:39.304>situations <00:24:39.445>like <00:24:39.584>when <00:24:39.725>you <00:24:39.865>want

443
00:24:42.845 --> 00:24:46.805
<00:24:42.845>to <00:24:42.952>travel <00:24:43.060>from <00:24:43.168>A <00:24:43.275>to <00:24:43.383>B <00:24:43.491>in <00:24:43.598>a <00:24:43.706>safe <00:24:43.814>way <00:24:43.921>without <00:24:44.029>having <00:24:44.137>a <00:24:44.245>car,

444
00:24:47.505 --> 00:24:49.045
<00:24:47.505>you <00:24:47.967>are <00:24:48.429>always <00:24:48.891>annoyed.

445
00:24:49.145 --> 00:24:52.005
<00:24:49.145>And <00:24:49.300>now <00:24:49.456>we <00:24:49.611>are <00:24:49.767>in <00:24:49.922>the <00:24:50.078>upper, <00:24:50.233>uh, <00:24:50.389>left <00:24:50.545>area.

446
00:24:52.265 --> 00:24:53.765
<00:24:52.265>You <00:24:52.602>were <00:24:52.940>always <00:24:53.277>annoyed <00:24:53.615>by

447
00:24:54.835 --> 00:24:57.045
<00:24:54.835>luggage <00:24:55.035>restrictions <00:24:55.235>and <00:24:55.435>so <00:24:55.635>on <00:24:55.835>and <00:24:56.035>so <00:24:56.235>on.

448
00:24:57.065 --> 00:25:00.165
<00:24:57.065>And <00:24:57.298>what, <00:24:57.531>what <00:24:57.765>really <00:24:57.998>would <00:24:58.231>please <00:24:58.465>you?

449
00:25:00.385 --> 00:25:03.365
<00:25:00.385>And <00:25:00.525>we <00:25:00.665>are <00:25:00.805>in <00:25:00.945>the <00:25:01.085>green <00:25:01.225>section <00:25:01.365>that's, <00:25:01.504>uh, <00:25:01.645>a <00:25:01.785>hack

450
00:25:03.465 --> 00:25:04.645
<00:25:03.465>to <00:25:03.995>populate <00:25:04.527>that.

451
00:25:05.625 --> 00:25:08.125
<00:25:05.625>And <00:25:05.858>the <00:25:06.091>interesting <00:25:06.325>thing <00:25:06.558>is <00:25:06.791>that's <00:25:07.025>not

452
00:25:09.485 --> 00:25:10.565
<00:25:09.485>directly <00:25:09.727>leading <00:25:09.971>to <00:25:10.214>a <00:25:10.457>product.

453
00:25:10.595 --> 00:25:12.725
<00:25:10.595>Like <00:25:11.295>the <00:25:11.995>could.

454
00:25:12.725 --> 00:25:15.405
<00:25:12.725>The <00:25:12.958>product <00:25:13.191>could <00:25:13.425>be <00:25:13.658>traveling <00:25:13.891>by <00:25:14.125>train,

455
00:25:15.715 --> 00:25:16.885
<00:25:15.715>traveling <00:25:16.241>by <00:25:16.768>whatever.

456
00:25:17.545 --> 00:25:22.125
<00:25:17.545>Uh, <00:25:17.700>I <00:25:17.856>talk <00:25:18.011>a <00:25:18.167>few <00:25:18.322>days <00:25:18.478>ago <00:25:18.633>at <00:25:18.789>a <00:25:18.945>startup

457
00:25:22.455 --> 00:25:24.765
<00:25:22.455>event <00:25:22.688>and <00:25:22.921>somebody <00:25:23.155>from <00:25:23.388>the <00:25:23.621>audience <00:25:23.855>said

458
00:25:25.025 --> 00:25:27.925
<00:25:25.025>to <00:25:25.180>steal <00:25:25.336>the <00:25:25.491>car <00:25:25.647>is <00:25:25.802>a <00:25:25.958>valid <00:25:26.113>approach <00:25:26.269>too, <00:25:26.425>right?

459
00:25:29.525 --> 00:25:31.685
<00:25:29.525>I <00:25:29.758>don't <00:25:29.991>know, <00:25:30.225>in <00:25:30.458>a <00:25:30.691>secure <00:25:30.925>way.

460
00:25:32.455 --> 00:25:34.565
<00:25:32.455>Might <00:25:32.688>be <00:25:32.921>not <00:25:33.155>the <00:25:33.388>most <00:25:33.621>secure <00:25:33.855>way.

461
00:25:35.545 --> 00:25:37.565
<00:25:35.545>And <00:25:35.778>the <00:25:36.011>interesting <00:25:36.245>thing <00:25:36.478>is <00:25:36.711>to <00:25:36.945>understand

462
00:25:37.565 --> 00:25:39.765
<00:25:37.565>what <00:25:37.798>are <00:25:38.031>the <00:25:38.265>alternatives <00:25:38.498>for <00:25:38.731>this <00:25:38.965>solution?

463
00:25:39.785 --> 00:25:41.525
<00:25:39.785>And <00:25:40.065>Dan <00:25:40.345>also, <00:25:40.625>and <00:25:40.905>I <00:25:41.185>cited

464
00:25:41.525 --> 00:25:45.205
<00:25:41.525>before, <00:25:41.700>uh, <00:25:41.875>asked, <00:25:42.050>um, <00:25:42.225>a <00:25:42.400>question <00:25:42.575>to <00:25:42.750>his <00:25:42.925>colleagues,

465
00:25:45.235 --> 00:25:47.485
<00:25:45.235>what <00:25:45.468>are <00:25:45.701>the <00:25:45.935>alternatives <00:25:46.168>to <00:25:46.401>our <00:25:46.635>product?

466
00:25:47.545 --> 00:25:51.565
<00:25:47.545>And <00:25:47.825>they, <00:25:48.105>uh, <00:25:48.385>they <00:25:48.665>the <00:25:48.945>attacks,

467
00:25:52.465 --> 00:25:56.445
<00:25:52.465>uh, <00:25:52.620>app <00:25:52.776>in <00:25:52.931>the <00:25:53.087>US <00:25:53.242>and <00:25:53.398>I <00:25:53.553>mentioned <00:25:53.709>several <00:25:53.865>competitors

468
00:25:56.545 --> 00:25:58.085
<00:25:56.545>and <00:25:56.822>he <00:25:57.099>said, <00:25:57.376>no, <00:25:57.653>no, <00:25:57.931>no.

469
00:25:58.085 --> 00:26:01.565
<00:25:58.085>70% <00:25:58.260>of <00:25:58.435>the <00:25:58.610>American <00:25:58.785>people <00:25:58.960>do <00:25:59.135>their <00:25:59.310>tax <00:25:59.485>reports

470
00:26:02.155 --> 00:26:03.165
<00:26:02.155>with <00:26:02.458>pen <00:26:02.761>and <00:26:03.063>paper.

471
00:26:04.635 --> 00:26:06.205
<00:26:04.635>That <00:26:05.101>is <00:26:05.568>the <00:26:06.035>alternative.

472
00:26:06.395 --> 00:26:08.285
<00:26:06.395>That <00:26:06.745>is <00:26:07.095>the, <00:26:07.445>uh, <00:26:07.795>um,

473
00:26:08.555 --> 00:26:10.285
<00:26:08.555>that <00:26:08.755>are <00:26:08.955>the <00:26:09.155>people <00:26:09.355>we <00:26:09.555>have <00:26:09.755>to <00:26:09.955>convince.

474
00:26:10.945 --> 00:26:14.445
<00:26:10.945>And <00:26:11.178>this <00:26:11.411>canvas <00:26:11.645>helps <00:26:11.878>you <00:26:12.111>to <00:26:12.345>populate.

475
00:26:15.395 --> 00:26:17.685
<00:26:15.395>It's <00:26:15.595>a <00:26:15.795>game <00:26:15.995>changer <00:26:16.195>to <00:26:16.395>populate <00:26:16.595>all <00:26:16.795>the

476
00:26:17.685 --> 00:26:19.325
<00:26:17.685>fields <00:26:18.151>of <00:26:18.618>this <00:26:19.085>canvas.

477
00:26:20.905 --> 00:26:24.645
<00:26:20.905>And <00:26:21.032>the <00:26:21.159>last <00:26:21.286>one <00:26:21.414>I <00:26:21.541>wanna <00:26:21.668>show <00:26:21.795>you <00:26:21.923>is <00:26:22.050>the <00:26:22.177>car <00:26:22.305>model.

478
00:26:26.585 --> 00:26:31.525
<00:26:26.585>Um, <00:26:26.725>on <00:26:26.865>one <00:26:27.005>axis <00:26:27.145>is <00:26:27.285>the <00:26:27.425>investment <00:26:27.565>customers <00:26:27.705>have <00:26:27.845>to <00:26:27.985>do,

479
00:26:31.985 --> 00:26:33.645
<00:26:31.985>and <00:26:32.334>the <00:26:32.685>other <00:26:33.034>is <00:26:33.385>dissatisfaction.

480
00:26:33.645 --> 00:26:36.885
<00:26:33.645>And <00:26:33.878>the <00:26:34.111>the <00:26:34.345>most, <00:26:34.578>the <00:26:34.811>easiest, <00:26:35.045>um,

481
00:26:37.925 --> 00:26:41.005
<00:26:37.925>features <00:26:38.205>are <00:26:38.485>performance <00:26:38.764>features, <00:26:39.044>more <00:26:39.325>money.

482
00:26:41.705 --> 00:26:43.205
<00:26:41.705>I'm <00:26:42.379>more <00:26:43.054>satisfied.

483
00:26:45.585 --> 00:26:47.885
<00:26:45.585>The <00:26:45.935>interesting <00:26:46.285>features <00:26:46.635>are <00:26:46.985>delighters.

484
00:26:48.785 --> 00:26:50.365
<00:26:48.785>Wow, <00:26:49.485>that's <00:26:50.185>possible

485
00:26:51.605 --> 00:26:52.605
<00:26:51.605>Actually. <00:26:52.505>Fantastic.

486
00:26:52.605 --> 00:26:53.885
<00:26:52.605>Never <00:26:52.989>thought <00:26:53.373>of <00:26:53.757>that.

487
00:26:55.225 --> 00:26:57.725
<00:26:55.225>And <00:26:55.458>as <00:26:55.691>time <00:26:55.925>goes <00:26:56.158>by <00:26:56.391>from <00:26:56.625>delighters,

488
00:27:01.035 --> 00:27:03.645
<00:27:01.035>come <00:27:01.501>baseline <00:27:01.968>features <00:27:02.435>what?

489
00:27:04.235 --> 00:27:06.285
<00:27:04.235>This <00:27:04.468>product <00:27:04.701>doesn't <00:27:04.935>have <00:27:05.168>a <00:27:05.401>X, <00:27:05.635>Y,

490
00:27:06.405 --> 00:27:08.845
<00:27:06.405>ZI <00:27:06.685>want, <00:27:06.965>don't <00:27:07.245>wanna <00:27:07.524>buy <00:27:07.805>it.

491
00:27:09.445 --> 00:27:13.085
<00:27:09.445>I <00:27:09.585>give <00:27:09.725>you <00:27:09.865>an <00:27:10.004>example. <00:27:10.145>The <00:27:10.284>first <00:27:10.425>iPhone <00:27:10.564>was <00:27:10.705>very <00:27:10.845>good

492
00:27:13.905 --> 00:27:15.325
<00:27:13.905>in <00:27:14.544>creating <00:27:15.183>delighters.

493
00:27:16.425 --> 00:27:20.045
<00:27:16.425>You <00:27:16.658>touched <00:27:16.891>the <00:27:17.125>display. <00:27:17.358>No <00:27:17.591>keyboard, <00:27:17.825>fantastic,

494
00:27:21.345 --> 00:27:24.525
<00:27:21.345>But <00:27:21.520>they <00:27:21.695>had <00:27:21.870>thing, <00:27:22.045>they <00:27:22.220>had <00:27:22.395>minimal <00:27:22.570>performance <00:27:22.745>features,

495
00:27:24.985 --> 00:27:28.085
<00:27:24.985>but <00:27:25.218>they <00:27:25.451>had <00:27:25.685>the <00:27:25.918>minimum <00:27:26.151>baseline <00:27:26.385>features.

496
00:27:28.705 --> 00:27:30.605
<00:27:28.705>You <00:27:28.905>could <00:27:29.105>use <00:27:29.304>it <00:27:29.504>to <00:27:29.705>make <00:27:29.905>phone <00:27:30.105>calls,

497
00:27:30.675 --> 00:27:34.725
<00:27:30.675>otherwise <00:27:30.830>people <00:27:30.986>won't <00:27:31.141>buy <00:27:31.297>it <00:27:31.452>because <00:27:31.608>it's <00:27:31.763>not <00:27:31.919>a <00:27:32.075>phone.

498
00:27:35.825 --> 00:27:37.885
<00:27:35.825>And <00:27:36.000>then <00:27:36.175>also <00:27:36.350>wrote <00:27:36.525>that <00:27:36.700>down <00:27:36.875>in <00:27:37.050>the <00:27:37.225>um,

499
00:27:38.755 --> 00:27:39.805
<00:27:38.755>lean <00:27:39.227>product <00:27:39.700>playbook.

500
00:27:40.105 --> 00:27:43.765
<00:27:40.105>You <00:27:40.338>can <00:27:40.571>identify <00:27:40.805>these <00:27:41.038>features <00:27:41.271>from <00:27:41.505>the

501
00:27:43.765 --> 00:27:44.925
<00:27:43.765>value <00:27:44.287>proposition <00:27:44.809>canvas.

502
00:27:45.825 --> 00:27:47.365
<00:27:45.825>And <00:27:46.171>when <00:27:46.518>you <00:27:46.864>start <00:27:47.211>products

503
00:27:48.345 --> 00:27:49.885
<00:27:48.345>and <00:27:48.691>a <00:27:49.038>new <00:27:49.384>product <00:27:49.731>phase,

504
00:27:50.105 --> 00:27:52.885
<00:27:50.105>always <00:27:50.455>think <00:27:50.805>about <00:27:51.155>maximizing <00:27:51.505>delighters

505
00:27:53.705 --> 00:27:58.645
<00:27:53.705>and <00:27:53.860>building <00:27:54.016>the <00:27:54.171>minimum <00:27:54.327>of, <00:27:54.482>uh, <00:27:54.638>baseline <00:27:54.793>features <00:27:54.949>you <00:27:55.105>have

506
00:27:58.645 --> 00:28:01.565
<00:27:58.645>to <00:27:58.845>build <00:27:59.045>so <00:27:59.245>that <00:27:59.445>customers <00:27:59.645>identify <00:27:59.845>that <00:28:00.045>product

507
00:28:01.825 --> 00:28:03.685
<00:28:01.825>as <00:28:02.175>a <00:28:02.525>telephone <00:28:02.875>for <00:28:03.225>example.

508
00:28:05.495 --> 00:28:09.475
<00:28:05.495>So <00:28:05.669>this <00:28:05.844>model <00:28:06.020>helps <00:28:06.195>us <00:28:06.370>to <00:28:06.544>populate <00:28:06.719>these <00:28:06.895>four

509
00:28:10.185 --> 00:28:11.235
<00:28:10.185>aspects <00:28:10.500>of <00:28:10.814>the <00:28:11.129>canvas.

510
00:28:14.175 --> 00:28:18.035
<00:28:14.175>And <00:28:14.350>at <00:28:14.524>the <00:28:14.700>end, <00:28:14.875>all <00:28:15.050>this <00:28:15.225>is <00:28:15.399>hypothesis <00:28:15.575>work.

511
00:28:18.135 --> 00:28:20.675
<00:28:18.135>That's <00:28:18.368>important. <00:28:18.601>Do <00:28:18.835>that <00:28:19.068>in <00:28:19.301>your <00:28:19.535>organizations.

512
00:28:20.775 --> 00:28:23.995
<00:28:20.775>Do <00:28:21.008>hypothesis <00:28:21.241>work, <00:28:21.475>get <00:28:21.708>a <00:28:21.941>common <00:28:22.175>understanding,

513
00:28:23.995 --> 00:28:25.875
<00:28:23.995>create <00:28:24.228>a <00:28:24.461>common <00:28:24.695>understanding <00:28:24.928>about <00:28:25.161>your <00:28:25.395>product.

514
00:28:26.055 --> 00:28:29.635
<00:28:26.055>But <00:28:26.230>in <00:28:26.405>the <00:28:26.580>end, <00:28:26.755>this <00:28:26.930>is <00:28:27.105>not <00:28:27.280>a <00:28:27.455>one-off.

515
00:28:30.115 --> 00:28:32.395
<00:28:30.115>I <00:28:30.315>often <00:28:30.515>have <00:28:30.715>customers, <00:28:30.915>uh, <00:28:31.115>that <00:28:31.315>say, <00:28:31.515>eh,

516
00:28:32.395 --> 00:28:34.275
<00:28:32.395>it's <00:28:32.628>cool <00:28:32.861>Constantine, <00:28:33.095>we <00:28:33.328>do <00:28:33.561>that <00:28:33.795>workshop

517
00:28:34.355 --> 00:28:37.155
<00:28:34.355>and <00:28:34.588>afterwards <00:28:34.821>just <00:28:35.055>downhill, <00:28:35.288>no, <00:28:35.521>no, <00:28:35.755>no,

518
00:28:37.375 --> 00:28:40.315
<00:28:37.375>we <00:28:37.550>have <00:28:37.725>continuous <00:28:37.900>delivery <00:28:38.075>and <00:28:38.250>we <00:28:38.425>have <00:28:38.600>continuous <00:28:38.775>discovery

519
00:28:40.495 --> 00:28:44.315
<00:28:40.495>and <00:28:40.650>we <00:28:40.806>have <00:28:40.961>to <00:28:41.117>continuously <00:28:41.272>work <00:28:41.428>with <00:28:41.583>that <00:28:41.739>canvas, <00:28:41.895>with

520
00:28:44.315 --> 00:28:45.515
<00:28:44.315>that <00:28:44.585>tools <00:28:44.855>and <00:28:45.125>so <00:28:45.395>on.

521
00:28:46.175 --> 00:28:48.475
<00:28:46.175>And <00:28:46.375>in <00:28:46.575>the <00:28:46.774>end, <00:28:46.975>all <00:28:47.175>we <00:28:47.375>did <00:28:47.575>built

522
00:28:49.125 --> 00:28:51.235
<00:28:49.125>until <00:28:49.591>now <00:28:50.058>our <00:28:50.525>hypothesis.

523
00:28:53.455 --> 00:28:55.475
<00:28:53.455>So <00:28:53.629>we <00:28:53.804>have <00:28:53.980>to <00:28:54.155>get <00:28:54.330>out <00:28:54.504>of <00:28:54.679>the <00:28:54.855>building,

524
00:28:56.255 --> 00:28:58.795
<00:28:56.255>do <00:28:56.535>customer <00:28:56.815>interviews, <00:28:57.095>talk <00:28:57.375>to <00:28:57.655>customers

525
00:28:59.295 --> 00:29:01.195
<00:28:59.295>and <00:28:59.575>not <00:28:59.855>that's <00:29:00.135>a <00:29:00.415>cool <00:29:00.695>solution,

526
00:29:01.245 --> 00:29:05.275
<00:29:01.245>isn't <00:29:01.419>it <00:29:01.594>really <00:29:01.770>story-based <00:29:01.945>interviews <00:29:02.120>to <00:29:02.294>find <00:29:02.469>out <00:29:02.645>if

527
00:29:05.275 --> 00:29:09.435
<00:29:05.275>that's <00:29:05.450>valuable, <00:29:05.625>if <00:29:05.800>the <00:29:05.975>problem <00:29:06.150>exists <00:29:06.325>of <00:29:06.500>uh, <00:29:06.675>uh,

528
00:29:10.335 --> 00:29:12.795
<00:29:10.335>if <00:29:10.615>our <00:29:10.895>solution <00:29:11.175>fulfills <00:29:11.455>their <00:29:11.735>problem.

529
00:29:13.905 --> 00:29:16.115
<00:29:13.905>Product <00:29:14.105>discovery <00:29:14.305>is <00:29:14.504>something <00:29:14.705>you <00:29:14.905>have <00:29:15.105>to <00:29:15.305>practice

530
00:29:16.135 --> 00:29:17.435
<00:29:16.135>and <00:29:16.525>practice <00:29:16.915>and <00:29:17.304>practice

531
00:29:17.435 --> 00:29:19.435
<00:29:17.435>and <00:29:17.784>practice <00:29:18.135>like <00:29:18.485>continuous <00:29:18.835>delivery

532
00:29:19.655 --> 00:29:22.515
<00:29:19.655>and <00:29:19.855>all <00:29:20.055>these <00:29:20.254>craftsmanship <00:29:20.455>practices <00:29:20.655>you <00:29:20.855>have <00:29:21.055>in

533
00:29:22.515 --> 00:29:23.555
<00:29:22.515>modern <00:29:22.983>software <00:29:23.451>design.

534
00:29:24.695 --> 00:29:26.715
<00:29:24.695>And <00:29:24.870>then <00:29:25.044>if <00:29:25.220>you <00:29:25.395>need <00:29:25.570>support <00:29:25.745>by <00:29:25.919>doing <00:29:26.095>that,

535
00:29:27.135 --> 00:29:30.875
<00:29:27.135>you <00:29:27.275>can <00:29:27.415>call <00:29:27.555>us <00:29:27.695>at <00:29:27.835>cosi <00:29:27.975>for <00:29:28.115>example, <00:29:28.254>we <00:29:28.395>help <00:29:28.535>people

536
00:29:31.135 --> 00:29:34.435
<00:29:31.135>to <00:29:31.335>build <00:29:31.535>digital <00:29:31.735>products <00:29:31.935>that <00:29:32.135>have <00:29:32.335>an <00:29:32.535>impact.

537
00:29:35.415 --> 00:29:38.715
<00:29:35.415>We <00:29:35.648>land <00:29:35.881>cross-functional <00:29:36.115>product <00:29:36.348>developments <00:29:36.581>to, <00:29:36.815>uh,

538
00:29:38.825 --> 00:29:40.795
<00:29:38.825>development <00:29:39.291>teams <00:29:39.758>to <00:29:40.225>companies.

539
00:29:42.265 --> 00:29:46.685
<00:29:42.265>And <00:29:42.392>I <00:29:42.519>wanna <00:29:42.646>close <00:29:42.774>my <00:29:42.901>talk <00:29:43.028>with <00:29:43.155>a <00:29:43.283>side <00:29:43.410>of <00:29:43.537>Jeff <00:29:43.665>Patton.

540
00:29:46.705 --> 00:29:48.645
<00:29:46.705>You <00:29:46.985>might <00:29:47.264>know <00:29:47.544>from <00:29:47.824>the <00:29:48.105>author

541
00:29:48.705 --> 00:29:50.365
<00:29:48.705>of <00:29:48.985>the <00:29:49.264>book <00:29:49.544>User <00:29:49.824>Story <00:29:50.105>Mapping.

542
00:29:51.065 --> 00:29:54.365
<00:29:51.065>And <00:29:51.181>in <00:29:51.298>user <00:29:51.415>story <00:29:51.531>mapping, <00:29:51.648>he <00:29:51.765>says, <00:29:51.881>at <00:29:51.998>the <00:29:52.115>end <00:29:52.231>of <00:29:52.348>the <00:29:52.465>day,

543
00:29:54.365 --> 00:29:56.845
<00:29:54.365>your <00:29:54.598>job <00:29:54.831>isn't <00:29:55.065>getting <00:29:55.298>the <00:29:55.531>requirements <00:29:55.765>right.

544
00:29:57.915 --> 00:29:59.845
<00:29:57.915>Your <00:29:58.148>job <00:29:58.381>is <00:29:58.615>to <00:29:58.848>change <00:29:59.081>the <00:29:59.315>world

545
00:30:00.465 --> 00:30:01.885
<00:30:00.465>and <00:30:00.720>you <00:30:00.976>won't <00:30:01.231>change <00:30:01.487>the <00:30:01.743>world

546
00:30:01.985 --> 00:30:03.805
<00:30:01.985>by <00:30:02.334>implementing <00:30:02.685>the <00:30:03.034>requirement <00:30:03.385>list.

547
00:30:05.665 --> 00:30:08.245
<00:30:05.665>If <00:30:05.865>you <00:30:06.065>have <00:30:06.264>questions, <00:30:06.465>wanna <00:30:06.665>connect <00:30:06.865>with <00:30:07.065>me?

548
00:30:08.555 --> 00:30:12.565
<00:30:08.555>This <00:30:08.710>QR <00:30:08.866>code <00:30:09.021>leads <00:30:09.177>to <00:30:09.332>my <00:30:09.488>LinkedIn <00:30:09.643>profile, <00:30:09.799>happy <00:30:09.955>invite

549
00:30:12.665 --> 00:30:13.685
<00:30:12.665>to <00:30:13.124>get <00:30:13.582>connected.

550
00:30:13.945 --> 00:30:16.165
<00:30:13.945>And <00:30:14.178>the <00:30:14.411>other <00:30:14.645>one <00:30:14.878>is <00:30:15.111>if <00:30:15.345>you

551
00:30:16.905 --> 00:30:20.805
<00:30:16.905>are <00:30:17.060>interested <00:30:17.216>in <00:30:17.371>more <00:30:17.527>content <00:30:17.682>on <00:30:17.838>product <00:30:17.993>discovery <00:30:18.149>and <00:30:18.305>uh,

552
00:30:21.025 --> 00:30:24.165
<00:30:21.025>and <00:30:21.180>things <00:30:21.336>like <00:30:21.491>that <00:30:21.647>and <00:30:21.802>are <00:30:21.958>able <00:30:22.113>to <00:30:22.269>understand <00:30:22.425>German

553
00:30:24.165 --> 00:30:27.245
<00:30:24.165>because <00:30:24.340>the <00:30:24.514>videos <00:30:24.690>behind <00:30:24.865>that <00:30:25.040>link <00:30:25.215>are <00:30:25.389>in <00:30:25.565>German.

554
00:30:27.755 --> 00:30:30.645
<00:30:27.755>Just <00:30:27.955>opened <00:30:28.155>that <00:30:28.355>link. <00:30:28.555>Thank <00:30:28.755>you <00:30:28.955>for <00:30:29.155>listening.