“Would you tell me, please, which way I ought to go from here?” “That depends a good deal on where you want to get to,” said the Cat.“I don’t much care where” said Alice.“Then it doesn’t matter which way you go,” said the Cat.“So long as I get SOMEWHERE,” Alice added as an explanation.“Oh, you’re sure to do that,” said the Cat, “if you only walk long enough.”

WORKSHOP:  

The  art  of  the  start

2

Name Role Company (industry)

•  6  (+/-­‐)  people  at  each  table  

• One  person  who  wants  to  play  client  

• Mix  of  roles  

• At  least  1  person  who  is  online  

• No  more  than  1  person  who  was  not  at  the  talk  yesterday  

“I  am  happy  to  play  client”

.

Connecting  Framing  Value

WORKSHOP:  

The  art  of  the  start

brilliantbasics

Ted KilianBrilliant Basics

tkilian@brilliantbasics.comhk.linkedin.com/tedkilian

The plant

Designing the context

Client Designer

!!!!

Maker

UserEnabler

Building shared context

Start(Problem) Objective

(Vision)

Safe space for design

Boundaries Criteria

• Be creative• Take risks• Make mistakes

.

Connecting  Framing  Value

The  art  of  the  start

Rituals

Start(Problem) Objective

(Solution/ Vision)

How do you start projects?

Starting rituals• What are your rituals for starting a project? • What are the biggest challenges and how do you deal

with them? • What works best for you?

• Playback top 2-3 rituals, issues, solutions

Practices for starting out right

Framing

Value definition • Quantification trumps • Common language

• Questions • Finding the problem • Imagining context

• Curiosity • Rapport

Connection

Connection

Consumer Enabler Maker

Enablers create constraints

Client worksheet: Business problem

❑ What is the project vision? – What is the Why?

❑ What are the project objectives? – Money in, money out, customers in, brand  

❑ What problem is this expected to solve? – Customer, business, context  

❑ Who is your target consumer? – Why? (Revenue, market share, influence)  

❑ What deliverables are expected? – What will you do with them? How will you use them?  

❑ What are the current constraints (technology, budget, organisational)? – Are you willing to challenge them?  

❑ What does success look like for you personally? – What is at stake for you personally?

How  do  you  know?  

Framing

“For if I knew the proper questions, I could solve the problem in less than 5 minutes.“  

-Albert Einstein

“If I had an hour to solve a problem and my life depended on the answer, I would spend the first 55 minutes figuring out the proper questions to ask.”

Finding the problem

http://ecorner.stanford.edu/authorMaterialInfo.html?mid=2738

Value

The business model canvas

The business model canvas

Product(Create value)

Market(Extract value)

Kelly’s lemonade stand

Flyers

Homemade

Cute

Suppliers

Our <product/service>

will help <consumer/user>

with <problem>

because <benefit offered>

Value proposition

Our <product/service> will help <consumer> with <problem> because <benefit offered>

Is this our actual customer?

Do our customers have this problem?

Does this really solve the problem?

Is this the right offer?

Value propositions are hypotheses

Connection    (&  Framing)

Briefs

Maker

Do it

?Enabler Maker

Challenge it

   Pushback

Enabler

Action - Reaction

Why?  Why?  Why?  Why?!  Why?!!

Connecting• One person in each group will be the “client” • I will brief the“clients” • You will have a chance to ask the client

questions

Client worksheet

❑ What is the project vision?– What is the Why?

❑ What are the project objectives? – Money in, money out, customers in, brand

❑ What problem is this expected to solve?– Customer, business, context

❑ Who is your target consumer? – Why? (Revenue, market share, influence)

❑ What deliverables are expected? – What will you do with them? How will you use them?

❑ What are the current constraints (technology, budget, organisational)? – Are you willing to challenge them?

❑ What does success look like for you personally? – What is at stake for you personally?

How  do  you  know?  

Playback  and  Stacking  “5  softer  whys”

• Repeat  back  what  you  heard  in  the  brief,  then  choose  one  of  these  phrases  (or  make  up  your  own).  

• And  if  you  had  that  what  would  that  give  you?  • What  value  would  that  bring?  • Remind  me  again,  why  you  wanted  to  do  that?  • Can  you  explain  what  you  would  see  that  giving  you?  • Why  would  we  do  that?    

• Repeat  and  repeat  until  you  get  to  something  interesting30

The brief

Re-imagine the cafe using digital technology: • Web and Mobile

• Wearables and Ambient

• Internet of Things

• Payment technology

• Facial recognition

• etc.

to create a unique cafe experience.

Discuss  Why would I use this? Why would I come back?

How might we change the business model of the cafe?

What real problems could we solve?

How might we make the cafe simply better?

What will I feel like while I am using it? What does it say about me to go there?

Clients  outside  

Bring  a  pen

32

Client worksheet

❑ What is the project vision?– What is the Why?

❑ What are the project objectives? – Money in, money out, customers in,

brand

❑ What problem is this expected to solve?– Customer, business, context

❑ Who is your target consumer? – Why? (Revenue, market share, influence)

❑ What deliverables are expected? – What will you do with them? How will you

use them?

❑ What are the current constraints (technology, budget, organisational)?

– Are you willing to challenge them?

❑ What does success look like for you personally?

– What is at stake for you personally?

Five softer whys

• Repeat back what you heard in the brief

• Then add a “why” phrase:• And if you had that what would

that give you?• What value would that bring?• Remind me again, why you

wanted to do that?• Can you explain what you

would see that giving you?• Why?

• Repeat until you get to something interesting

34

Rapport: Mirroring

Playback and stacking• Mirroring posture • Client questions • Playback and “stacking”

• Share your experiences as clients and team

Client worksheet

❑ What is the project vision?– What is the Why?

❑ What are the project objectives? – Money in, money out, customers in,

brand

❑ What problem is this expected to solve?– Customer, business, context

❑ Who is your target consumer? – Why? (Revenue, market share, influence)

❑ What deliverables are expected? – What will you do with them? How will you

use them?

❑ What are the current constraints (technology, budget, organisational)?

– Are you willing to challenge them?

❑ What does success look like for you personally?

– What is at stake for you personally?

Five softer whys

• Repeat back what you heard in the brief

• Then add a “why” phrase:• And if you had that what would

that give you?• What value would that bring?• Remind me again, why you

wanted to do that?• Can you explain what you

would see that giving you?• Why?

• Repeat until you get to something interesting

Break

Framing

Framing the problem 1• Top  3-­‐5  problems    with  the  cafe  experience  

A:  E: I: O:  U:  T:

Activities Environments (Interactions)Objects UsersTime

Framing the problem 1• Top  3  problems    with  the  cafe  experience  

64

Problem hypotheses

<Problem> is NOT really a problem if <condition>

Uploading  photos  to  multiple  platforms  is  not  really  a  problem  if  people  only  use  one  platform  consistently.    

This <problem> has not been solved because of the constraint of <constraint>

Constraint hypotheses

This <problem> has not been solved because of the constraint of <constraint>

Constraints can be mobilised

Can we alter this constraint?

Can we work around this problem?

Ignore  Eliminate  Reverse  Amplify  etc.

Ignore  Eliminate  Reverse  Amplify  etc.Is this the actual reason the

problem still exists?

Framing the problem 2• Take  your  top  3-­‐5  problems  • Why  are  these  not  solved  CONSTRAINTS  (hypotheses  and  

tests)?  • How  could  you  overcome  or  test  those  constraints?  

• Playback  top  2  approaches

Value

Money in

Money saved

People (customers/users) in

Others?

Quantification

$

Our <product/service>

will help <consumer/user>

with <problem>

because <benefit offered>

Value proposition

Quantifying valueQuantify the value of investing in your approach • Pick one of your ideas • Estimate a dollar value they would bring and proof

points

• Report back your recommendation supported by numbers

• Rituals • Rapport/Mirroring • Stacking (Whys) • Client worksheet • Business model canvas • AEIOUT • Find the problem • Leveraging constraints • Quantification of value • Others?

Get  s>cky  notes  (5)  and  a  pen

Life is iterative

Feedback  Please

Write  2  reflec`ons  -­‐  things  you  liked,  learned  or  will  use  Write  2  things  you  would  change  (nega`ve  or  posi`ve)  Write  1  anything

Ted Kilian tkilian@brilliantbasics.com hk.linkedin.com/tedkilian

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