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Growth Hack Design Thinking — by the Founders of

What does it require to create successful products? How to build up and grow a sustainable business? Are their techniques to increase my chance of business success?

Our journey began when we first discovered The Lean Startup by Eric Ries in 2011. This book was a milestone as it completely changed the perspective of how to build a business. Companies and entrepreneurs were used to write endless pages of a business plan, wasting time and money on building a product that nobody would buy. Customer-centric product validation with tools like the business model canvas was the new guide to success for your idea.

What we experienced soon after our discovery of the Lean Startup book was one other fundamental trend in the industry — Design Thinking. …

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Design Process considering the “Voice of Customer”

Most products fail because we waste needless time, money, and effort building the wrong product — something nobody wants.

We need to embrace the fact that customers are significantly different than ever before.

Today, products are delivered via the internet, what has led to a dramatic shift in how people consume, demand, and interact with products. The challenge companies face today is to deliver personalized, valuable, and immediate experiences.

The old “one size fits all” mentality doesn’t work in future, where companies develop and market products based on market segmentation and demographics. The assumption that products, features and marketing will meet the needs of all people within that demographic is obsolete.

Use Persona build empathy with your customer

Personas are fictional characters that contain insights from your customer research. They represent one customer type that is interested in your products, services or brand. This archetypes of people incorporate customer goals, problems (often called “Pain Points”) behaviors and interests. These help teams and decision makers to think from a customer perspective and add a human touch — in contrary to the traditional internal perspective. Additionally, they allow you to understand patterns in from your research, what is synthesized in archetypes of people you seek to do something for. Personas are also known as model characters or composite characters. …

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The way companies build successful products has fundamentally changed. New technologies like smartphones, social network or cloud computing have enabled tech-giants like Apple, Google or Amazon to become the most valuable companies in about 20 years.

This is the first article of my series “Lean Innovation — How to develop successful products today”. It’s about the shift of innovation and product development methodologies over the years.

All these changes happened due to the way how people consume their products. To deal with the change of people’s behavior and product expectations, companies had to shift towards more flexible, agile and especially customer-centered practices — from staged Waterfall to Agile to Design and Lean methods. …

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Why companies and leaders should reconsider their current philosophy of project management and why they cannot afford to ignore the value of Design Thinking for their organizations!

Design Thinking and Lean Startup are totally popular, although these practices exist already for years. Gartner IT research estimates that by 2021, more than 50% of established corporations will be leveraging lean startup techniques at their business level to increase the pace and success of business transformation. Industry leaders like IBM or Procter & Gamble have trained their whole organization with the disciplines of design thinking, to become more innovative and especially customer-centric.

There are clear indicators that a transformation of organizations and especially operations towards a more customer-centered approach is happening. Design Thinking and other human-centered methodologies like Lean Startup or Lean UX have become mature. …

And why were going to deliver Design Thinking now!

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What would you think if there was a manual to create innovative products, experiences or services? I’m not talking about incremental improvements, like e.g. more pixels on your screens or few more horsepower in your car’s engine…
I’m talking about disruptive innovation, that change behaviours of users while improving people’s life!
No worries, if you’re sceptical now! In general innovation is all about humans. Day by day, humans create things for humans!

I want to share my experience from the moment I got into contact with Design Thinking to the moment where I have noticed a deep problem for a specific group of people. That’s when I came up with a great solution to this problem and finally we grew into a rockstar co-founding team to run a Lean Startup now. …


Stefan Link

Founder of #designthinking #leanstartup #innovation #startup #saas

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