I went to the Supercharge conference the other day in Wellington. This was a business conference… nothing to do with literacy, numeracy or even education (I know… thank goodness right…?)
Lots of cool stuff. The coolest though was the 40-minute presentation by Justin Wilcox of Customer Development Labs.
At the start of his presentation, he said that in the 40 minutes that he had to speak he was going to do the following:
- Come up with a product idea.
- Get some customer feedback.
- Build a website
- Launch the product
Considering that by the time he had said all this he only had about 35 minutes left I think we were all rather skeptical.
But he pulled it off. And these were the tools that he used:
1. Customer Discovery Ninja
Just this on its own was very cool to see in action. The Customer Discovery Ninja is a tool that allows you to connect to potential customers in North America. They sign up because they have time on their hands and get a small reward for participating.
Justin had decided that he wanted to create some kind of Fitness Tracking App, so he had selected various categories and subcategories in the Customer Discovery Ninja. And ended up with something relating to fitness, weight loss, and diet as the key areas.
From there, he opened the phone line and waited for the call. 10 minutes later someone connected and we listened to him interview a guy in New York who was struggling with diet and weight loss issues.
After a few minutes, it was clear that what this guy needed was not a fitness tracking app, but some kind of product that allowed him to track what was working when it came to diet.
So based on the dialogue, Justin switched away from his initial idea to the diet tracking idea. And then he had about 10 minutes left to do everything else.
And this is mostly what he used: Instapage. Within about 2 minutes, he had built two landing pages for his new product. Instapage allows you to create web pages via drag and drop.
And then he created an alternate version of the page so that you could do A/B testing. Instapage makes this really easy. I haven’t tried any of this yet, but based on the demo I think it’s all doable.
From here, Justin wanted to jazz up the landing page a bit with a short animated video. For this he used Powtoon. Powtoon advertises itself as an alternative to Powerpoint. It;s drag and drop like Powerpoint or Keynote, but you end up with a animation at the end.
So another 2 minutes to create a short animation. And then he imported this into the Instapage landing pages.
Finally, he wanted a button on the landing page to take pre-orders for the product. So he used Celery for this. Celery is very simple. It’s just a button for taking credit card information for pre-orders. Buyers don’t get charged until your product launches.
And then he launched it.
So Justin didn’t actually create the product, but he did something that was in line with the lean startup method: Come up with a minimal viable product idea and then see if anyone would buy it.
From here, he would be able to take pre-orders to fund the development of the actual product.
It was fast and dirty. But it was impressive.
Justin practises what he preaches as well. And you can have a look at his series of books on how to implement this kind of thinking at his website here: The Focus Framework.
This stuff is cool. I wish I knew this when I started in business. Talking to Justin afterwards, he said that everyone wishes the same thing. And that we all come to these conclusions late.
In my field, we tend to be good at what we do. But this is only in terms of our technical skills. We get professional development and training in these areas.
But we are often rubbish at the skills we need to use our technical skills to build and run a sustainable business. We don’t know how to make a buck… to put it in crude terms.
Most of all, I think we need this kind of thinking in education: Customer validation, lean startup methodology, designing a minimum viable product, product testing.
And then quickly pivoting when it’s obvious that something isn’t working. Unfortunately, the regulatory environment (both TEC and NZQA) act in ways that run counter to this kind of thinking.
This is not their fault. But it’s time to start thinking outside the box.
Really thinking outside the box.