{"id":678,"date":"2014-09-02T00:00:00","date_gmt":"2014-09-01T23:00:00","guid":{"rendered":"https:\/\/brand-genetics.test\/the-lean-startup-speed-summary\/"},"modified":"2019-11-19T16:32:56","modified_gmt":"2019-11-19T16:32:56","slug":"the-lean-startup-speed-summary","status":"publish","type":"post","link":"https:\/\/brandgenetics.com\/pt\/the-lean-startup-speed-summary\/","title":{"rendered":"The Lean Startup [Speed Summary]"},"content":{"rendered":"<ul>\n<li><a href=\"http:\/\/www.amazon.co.uk\/The-Lean-Startup-Innovation-Successful\/dp\/0670921602\">The Lean Startup:\u00a0How Constant Innovation Creates Radically Successful Businesses<\/a><\/li>\n<li>Author:\u00a0Eric Ries<\/li>\n<li>Publisher:\u00a0Crown<\/li>\n<li>Publication date: 2011<\/li>\n<\/ul>\n<p>As well\u00a0as earning\u00a0cult status as the\u00a0innovator&#8217;s bible in Silicon Valley, The Lean Startup is being adopted by big\u00a0brands as a fast, efficient and cost-effective framework for doing breakthrough innovation in new and\u00a0unproven markets.<\/p>\n<h3>Learning by Doing<\/h3>\n<p>In essence, the message of The Lean Startup is simple &#8211; it&#8217;s a <strong><em>learning by doing<\/em><\/strong> approach to innovation. \u00a0 Author, serial entrepreneur and Silicon Valley rockstar Eric Ries suggests that many big brands have got\u00a0innovation the wrong way around; they need to &#8216;build and learn&#8217; rather than &#8216;learn and build&#8217;. \u00a0Traditionally, brands begin the innovation process with a learning phase \u00a0through traditional market research surveys, groups and interviews. \u00a0Once they&#8217;ve learned about unmet needs, wants and desires, they then build a product or service. But this &#8216;learn and build&#8217; approach is wasteful because you\u00a0spend a lot of time learning without building and\u00a0a lot of time building without learning &#8211; so you don&#8217;t know if your learning or building is relevant in actual practice, as opposed to in theory. \u00a0 An alternative &#8216;lean&#8217; (less wasteful) approach in today&#8217;s\u00a0era of\u00a0fast-prototyping, digital prototyping and even &#8216;<a href=\"http:\/\/pretotype.co\">pretotyping<\/a>&#8216; (pre- or proto-protypes &#8211; early\u00a0rough-and-ready prototypes) is to learn by doing. \u00a0Build a prototype first &#8211; based on your\u00a0vision &#8211; and then learn by putting it in the hands of consumers. \u00a0Of course, your vision may be completely off the mark, but with cost-effective prototyping, you can quickly &#8216;course correct&#8217; and try again, and iterate towards a product that delivers real value through a virtuous\u00a0<strong>&#8216;build and learn&#8217; loop<\/strong>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-2821\" src=\"http:\/\/brandgenetics.preview.uk.com\/wp-content\/uploads\/2014\/09\/screenshot_538-1024x508.png\" alt=\"screenshot_538\" width=\"640\" height=\"317\" \/><\/p>\n<h3>Validated Learning<\/h3>\n<p>The Lean Startup calls this &#8216;build and learn&#8217; approach to innovation &#8216;<strong>validated learning&#8217; &#8211; you validate\u00a0your vision and their assumptions with real world experiments<\/strong>. \u00a0The most cost-effective (&#8216;lean&#8217;) way to do this is to build &#8216;MVPs&#8217; &#8211; not Lebron James or Kevin Durant &#8211; but &#8216;Minimum Viable Products&#8217;.\u00a0An MVP is simply a low-cost fast-prototype that\u00a0simulates your vision and the assumptions you make\u00a0with the market &#8211; in real life.\u00a0\u00a0For example, to test the assumption\u00a0that consumers would buy shoes online, Zappos founder Nick Swinmurn took\u00a0pictures of cool shoes he saw\u00a0in shoe stores and posted them online with an e-commerce checkout facility. \u00a0When someone &#8216;bought&#8217; the shoes, \u00a0Swinmurn would go round to the shop in person, buy them and then mail them. \u00a0In this way he was able to validate his hypothesis in a cost-effective way through a simple real-world experiment. Validated learning is the key to innovation success, and the prototype is your principal insight tool.<\/p>\n<h3>Cutting the Waste<\/h3>\n<p>A major theme in The Lean Startup\u00a0is that too many innovation projects\u00a0are wasteful because they do not build on &#8216;validated learning&#8217; &#8211; instead they spend a fortune on upfront insight research &#8211; and then hand the brief to a development team that then builds something in isolation from consumers. \u00a0But with fast-protyping technology we can reduce the risk with a build-and-learn loop that sense-checks products with consumers as they are developed. \u00a0A practical\u00a0way to do this is &#8216;split-testing&#8217; &#8211; giving\u00a0one set of consumers one version of an in-development product and to the others, another &#8211; and then compare\u00a0feedback. By developing a product in this way with iterative rounds of consumer feedback, brands can be sure they are innovating something with market appeal.<\/p>\n<h3>The BG Take<\/h3>\n<p>There&#8217;s a lot to like in The Lean Startup for big brands. \u00a0Of course The Lean Startup does more than simply make the case for a\u00a0&#8216;learning by doing&#8217; approach to innovation with its toolbox of build-and-learn loops, fast-protoytping and validated learning. \u00a0For example, there&#8217;s an in-depth discussion of the art of\u00a0&#8216;pivoting&#8217; &#8211; changing what it is you are developing and who it&#8217;s for &#8211; based on the feedback you get in the development process. \u00a0But for consumer brands looking to take risk and waste out of innovation, especially in new and untested markets, the key message is that we should be building in order to learn, not learning in order to build.<\/p>","protected":false},"excerpt":{"rendered":"<p>The Lean Startup:\u00a0How Constant Innovation Creates Radically Successful Businesses Author:\u00a0Eric Ries Publisher:\u00a0Crown Publication date: 2011 As well\u00a0as earning\u00a0cult status as the\u00a0innovator&#8217;s bible in Silicon Valley, The Lean Startup is being adopted by big\u00a0brands as a fast, efficient and cost-effective framework for doing breakthrough innovation in new and\u00a0unproven markets. Learning by Doing In essence, the message [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":679,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-678","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-speed-summaries"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Lean Startup [Speed Summary] - Brand Genetics<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/brandgenetics.com\/pt\/the-lean-startup-speed-summary\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Lean Startup [Speed Summary] - Brand Genetics\" \/>\n<meta property=\"og:description\" content=\"The Lean Startup:\u00a0How Constant Innovation Creates Radically Successful Businesses Author:\u00a0Eric Ries Publisher:\u00a0Crown Publication date: 2011 As well\u00a0as earning\u00a0cult status as the\u00a0innovator&#8217;s bible in Silicon Valley, The Lean Startup is being adopted by big\u00a0brands as a fast, efficient and cost-effective framework for doing breakthrough innovation in new and\u00a0unproven markets. Learning by Doing In essence, the message [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/brandgenetics.com\/pt\/the-lean-startup-speed-summary\/\" \/>\n<meta property=\"og:site_name\" content=\"Brand Genetics\" \/>\n<meta property=\"article:published_time\" content=\"2014-09-01T23:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-11-19T16:32:56+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/brandgenetics.com\/wp-content\/uploads\/2019\/11\/leanstartup.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"390\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Paul Marsden\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Paul Marsden\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. tempo de leitura\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/pt\\\/the-lean-startup-speed-summary\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/pt\\\/the-lean-startup-speed-summary\\\/\"},\"author\":{\"name\":\"Paul Marsden\",\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/#\\\/schema\\\/person\\\/e3b7281c29b42326e03b6d95b51f8510\"},\"headline\":\"The Lean Startup [Speed Summary]\",\"datePublished\":\"2014-09-01T23:00:00+00:00\",\"dateModified\":\"2019-11-19T16:32:56+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/pt\\\/the-lean-startup-speed-summary\\\/\"},\"wordCount\":700,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/pt\\\/the-lean-startup-speed-summary\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/brandgenetics.com\\\/wp-content\\\/uploads\\\/2019\\\/11\\\/leanstartup.jpg\",\"articleSection\":[\"Speed Summaries\"],\"inLanguage\":\"pt-BR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/brandgenetics.com\\\/pt\\\/the-lean-startup-speed-summary\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/pt\\\/the-lean-startup-speed-summary\\\/\",\"url\":\"https:\\\/\\\/brandgenetics.com\\\/pt\\\/the-lean-startup-speed-summary\\\/\",\"name\":\"The Lean Startup [Speed Summary] - Brand Genetics\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/pt\\\/the-lean-startup-speed-summary\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/pt\\\/the-lean-startup-speed-summary\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/brandgenetics.com\\\/wp-content\\\/uploads\\\/2019\\\/11\\\/leanstartup.jpg\",\"datePublished\":\"2014-09-01T23:00:00+00:00\",\"dateModified\":\"2019-11-19T16:32:56+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/#\\\/schema\\\/person\\\/e3b7281c29b42326e03b6d95b51f8510\"},\"breadcrumb\":{\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/pt\\\/the-lean-startup-speed-summary\\\/#breadcrumb\"},\"inLanguage\":\"pt-BR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/brandgenetics.com\\\/pt\\\/the-lean-startup-speed-summary\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"pt-BR\",\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/pt\\\/the-lean-startup-speed-summary\\\/#primaryimage\",\"url\":\"https:\\\/\\\/brandgenetics.com\\\/wp-content\\\/uploads\\\/2019\\\/11\\\/leanstartup.jpg\",\"contentUrl\":\"https:\\\/\\\/brandgenetics.com\\\/wp-content\\\/uploads\\\/2019\\\/11\\\/leanstartup.jpg\",\"width\":1024,\"height\":390},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/pt\\\/the-lean-startup-speed-summary\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/brandgenetics.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"The Lean Startup [Speed Summary]\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/#website\",\"url\":\"https:\\\/\\\/brandgenetics.com\\\/\",\"name\":\"Brand Genetics\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/brandgenetics.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"pt-BR\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/#\\\/schema\\\/person\\\/e3b7281c29b42326e03b6d95b51f8510\",\"name\":\"Paul Marsden\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"pt-BR\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/8c1827c01cbc99fb2298e7660277f2b3dabce337948cd28fab2a513afd2b6493?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/8c1827c01cbc99fb2298e7660277f2b3dabce337948cd28fab2a513afd2b6493?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/8c1827c01cbc99fb2298e7660277f2b3dabce337948cd28fab2a513afd2b6493?s=96&d=mm&r=g\",\"caption\":\"Paul Marsden\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"The Lean Startup [Speed Summary] - Brand Genetics","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/brandgenetics.com\/pt\/the-lean-startup-speed-summary\/","og_locale":"pt_BR","og_type":"article","og_title":"The Lean Startup [Speed Summary] - Brand Genetics","og_description":"The Lean Startup:\u00a0How Constant Innovation Creates Radically Successful Businesses Author:\u00a0Eric Ries Publisher:\u00a0Crown Publication date: 2011 As well\u00a0as earning\u00a0cult status as the\u00a0innovator&#8217;s bible in Silicon Valley, The Lean Startup is being adopted by big\u00a0brands as a fast, efficient and cost-effective framework for doing breakthrough innovation in new and\u00a0unproven markets. Learning by Doing In essence, the message [&hellip;]","og_url":"https:\/\/brandgenetics.com\/pt\/the-lean-startup-speed-summary\/","og_site_name":"Brand Genetics","article_published_time":"2014-09-01T23:00:00+00:00","article_modified_time":"2019-11-19T16:32:56+00:00","og_image":[{"width":1024,"height":390,"url":"https:\/\/brandgenetics.com\/wp-content\/uploads\/2019\/11\/leanstartup.jpg","type":"image\/jpeg"}],"author":"Paul Marsden","twitter_card":"summary_large_image","twitter_misc":{"Escrito por":"Paul Marsden","Est. tempo de leitura":"3 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/brandgenetics.com\/pt\/the-lean-startup-speed-summary\/#article","isPartOf":{"@id":"https:\/\/brandgenetics.com\/pt\/the-lean-startup-speed-summary\/"},"author":{"name":"Paul Marsden","@id":"https:\/\/brandgenetics.com\/#\/schema\/person\/e3b7281c29b42326e03b6d95b51f8510"},"headline":"The Lean Startup [Speed Summary]","datePublished":"2014-09-01T23:00:00+00:00","dateModified":"2019-11-19T16:32:56+00:00","mainEntityOfPage":{"@id":"https:\/\/brandgenetics.com\/pt\/the-lean-startup-speed-summary\/"},"wordCount":700,"commentCount":0,"image":{"@id":"https:\/\/brandgenetics.com\/pt\/the-lean-startup-speed-summary\/#primaryimage"},"thumbnailUrl":"https:\/\/brandgenetics.com\/wp-content\/uploads\/2019\/11\/leanstartup.jpg","articleSection":["Speed Summaries"],"inLanguage":"pt-BR","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/brandgenetics.com\/pt\/the-lean-startup-speed-summary\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/brandgenetics.com\/pt\/the-lean-startup-speed-summary\/","url":"https:\/\/brandgenetics.com\/pt\/the-lean-startup-speed-summary\/","name":"The Lean Startup [Speed Summary] - Brand Genetics","isPartOf":{"@id":"https:\/\/brandgenetics.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/brandgenetics.com\/pt\/the-lean-startup-speed-summary\/#primaryimage"},"image":{"@id":"https:\/\/brandgenetics.com\/pt\/the-lean-startup-speed-summary\/#primaryimage"},"thumbnailUrl":"https:\/\/brandgenetics.com\/wp-content\/uploads\/2019\/11\/leanstartup.jpg","datePublished":"2014-09-01T23:00:00+00:00","dateModified":"2019-11-19T16:32:56+00:00","author":{"@id":"https:\/\/brandgenetics.com\/#\/schema\/person\/e3b7281c29b42326e03b6d95b51f8510"},"breadcrumb":{"@id":"https:\/\/brandgenetics.com\/pt\/the-lean-startup-speed-summary\/#breadcrumb"},"inLanguage":"pt-BR","potentialAction":[{"@type":"ReadAction","target":["https:\/\/brandgenetics.com\/pt\/the-lean-startup-speed-summary\/"]}]},{"@type":"ImageObject","inLanguage":"pt-BR","@id":"https:\/\/brandgenetics.com\/pt\/the-lean-startup-speed-summary\/#primaryimage","url":"https:\/\/brandgenetics.com\/wp-content\/uploads\/2019\/11\/leanstartup.jpg","contentUrl":"https:\/\/brandgenetics.com\/wp-content\/uploads\/2019\/11\/leanstartup.jpg","width":1024,"height":390},{"@type":"BreadcrumbList","@id":"https:\/\/brandgenetics.com\/pt\/the-lean-startup-speed-summary\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/brandgenetics.com\/"},{"@type":"ListItem","position":2,"name":"The Lean Startup [Speed Summary]"}]},{"@type":"WebSite","@id":"https:\/\/brandgenetics.com\/#website","url":"https:\/\/brandgenetics.com\/","name":"Brand Genetics","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/brandgenetics.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"pt-BR"},{"@type":"Person","@id":"https:\/\/brandgenetics.com\/#\/schema\/person\/e3b7281c29b42326e03b6d95b51f8510","name":"Paul Marsden","image":{"@type":"ImageObject","inLanguage":"pt-BR","@id":"https:\/\/secure.gravatar.com\/avatar\/8c1827c01cbc99fb2298e7660277f2b3dabce337948cd28fab2a513afd2b6493?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/8c1827c01cbc99fb2298e7660277f2b3dabce337948cd28fab2a513afd2b6493?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/8c1827c01cbc99fb2298e7660277f2b3dabce337948cd28fab2a513afd2b6493?s=96&d=mm&r=g","caption":"Paul Marsden"}}]}},"_links":{"self":[{"href":"https:\/\/brandgenetics.com\/pt\/wp-json\/wp\/v2\/posts\/678","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/brandgenetics.com\/pt\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/brandgenetics.com\/pt\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/brandgenetics.com\/pt\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/brandgenetics.com\/pt\/wp-json\/wp\/v2\/comments?post=678"}],"version-history":[{"count":1,"href":"https:\/\/brandgenetics.com\/pt\/wp-json\/wp\/v2\/posts\/678\/revisions"}],"predecessor-version":[{"id":1442,"href":"https:\/\/brandgenetics.com\/pt\/wp-json\/wp\/v2\/posts\/678\/revisions\/1442"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/brandgenetics.com\/pt\/wp-json\/wp\/v2\/media\/679"}],"wp:attachment":[{"href":"https:\/\/brandgenetics.com\/pt\/wp-json\/wp\/v2\/media?parent=678"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/brandgenetics.com\/pt\/wp-json\/wp\/v2\/categories?post=678"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brandgenetics.com\/pt\/wp-json\/wp\/v2\/tags?post=678"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}