0:00and like this is a this is going to save you millions of dollars.
0:05So, okay, slowly let's get started. But just for the topic, um I'm actually coming out of last week. I had several senior leadership sessions and one of them was about, you know, how close are these projects to success? And we're talking about multi-billion dollar kind of growth projects. And I'd see things like, oh, validated business case, and oh, we still need to figure out the unique selling proposition. So, that doesn't really fly that you can have a
0:35validated business case when you don't actually even know what you're selling. So, super important to have a a slightly more objective way to score all kinds of growth and innovation projects. So, that's what the topic is going to be about. And uh I'll be the host today.
0:51So, new role. So, pardon me if I uh um don't get everything right because Tendai is joining today with his brilliant brain. But I think you have COVID. Is that correct?
1:04Yeah, I have I I have COVID. Me and my wife, we have we we have COVID.
1:10So, so my voice a bit rough, so I won't be able to host, but I was really down to be here. So, it's fine, right? Master Master Tendy's brain on COVID is still like 10x of what us humans can can kind of deliver. And then we have the great pleasure to have Kurt with us who actually designed this particular playbook. So really with us today, where you been?
1:36Atlanta. Atlanta. Here I am.
1:38So we have Kern Atlanta. Tendai, you are in Zimbabwe and I am in the Swiss mountains. That's why I'm not from my studio today. So um in this webinar, what are we going to do? Well, we're going to talk about how it all started.
1:50Why do we want to score projects? I gave you a little bit of an anecdote and then we're going to talk about levels of evidence, how we made this more objective um you know, as objective as you can get. And then, you know, how do we actually do this in a playbook so all of us can do it without expensive consultants in the room, right? because to get 10 in a room, you got to pay a lot of money for that brain. Um, but what we did actually is capture that thinking. And what I'm super excited
2:19about to have Kurt is capture that thinking and make, you know, that accessible to everybody. So instead of spending tens of thousands of dollars, you can get access to the playbook for a, you know, 300 bucks. Um, and one of several way books and then we'll end with Q&A. So, um please add your comments um in and questions in the chat and in Q&A and we'll try to answer some of those. Um we'll constantly monitor
2:49the chat except for me when I'm I'm sharing my screen outside of my studio. I'm a bit lost. You have uh you can have a look at the entire playbook library.
2:59So, Kurt, how many playbooks did we put in the library so far?
3:03I think we're at 19 with two more about to come out.
3:06Very cool. So the the the goal we have is really to democratize everything we do for corporations you know with uh sprints and uh workshops and try to bring that into the library so that everybody can get access to it with your you know yourself and your team. So that is what we are all going to talk about one playbook in the entire playbook and when you buy one playbook you get access
3:32to the entire library. So then last little promo for this free webinar. Uh we are going to run in November a um boot camp. So the strategizer boot camp is 5 days on top of a mountain. We lock you in on top of a mountain. We did one in January. Spectacular I think and the evidence shows that we had very very high NPS. You're going to work with uh uh people like Tendai. Kurt is I hope
4:01going to join as well. Always family responsibilities. Let's see if you can make I'll be there. I'll be there. I'm coming over.
4:06Awesome. So, Tendai, myself, I talked to Eve Piner today. He's going to join us as well. So, we're going to have a high value thing. We're also going to talk about things like testing with AI. So, powerp packed five days. Um, don't do not miss it. Okay. So, with that, we are going to get started quickly with a menty. So, here's where it's going to get a little bit less elegant because I don't have my studio. I'm going to try
4:35to get out of my slides. You know what? I'm actually going to do this quickly in the least elegant way possible.
4:42Go back to Zoom and try to share the screen. But that should give us the menty. First, what we want to know is who is here. So, very simple. Just respond. Are you a business leader, tech leader, sales leader? What what characterizes you most or a coach consultant? Um I'm expecting also a lot of coaches, consultants. What I want to make explicit is we're actually excited
5:10to get coaches to use our playbooks with their clients. So you're not stealing anything if you get them actually to buy a seat or use your seats that you buy with your clients. So when we say democratize, it's also to help coaches make more money with our playbooks. So we're super excited to spread the word to get as many people as possible to use playbooks. So from those 37 coaches,
5:38consultants, please do use our playbooks with your clients. That's exactly why we're doing it as well. Okay. So from the 230 people, very few are just participating. We have a couple like hundred. Don't be shy. Don't be shy. And we're also going to have a competition.
5:57So, please do participate. You get access to the playbooks if you win the competition. So, you better join afterwards. Um then we're going to stay with this one and uh go I'll paint it over to Pendai, I think. Right.
6:16Yeah, exactly. But but yeah, before we get started, while people are still kind of populating this, I'd like people to think a little bit about the organizations you've worked with as a coach or if you're already working inside a medium-sized organization. Um how often do you actually use um evidence or scoring evidence as the basis of like making decisions? So before you make investment decisions in your organizations like how often do you actually score evidence from experiments and not just
6:45the quality of business cases and I I I insisted on the business case thing. I tell you why small anecdote. I think I told this anecdote once or twice. It just blew me away. So we worked with one of the top food companies in the world and they said Alex we actually do viability testing.
7:00We have evidence for viability. They say oh wow you're pretty advanced. They say well they asked what do you do? They said we make business case. We have spreadsheets. Well, spreadsheet is a fantasy made explicit. What you want is evidence that supports the spreadsheet.
7:16And it doesn't mean you shouldn't do spreadsheets. It's just a fantasy. And that, you know, last week with the two senior leadership teams, that really resonated because they're all about business cases, which are just fantasies. And just making a business case look good is not validation. But sometimes people mistake that for validation. I I also had a similar discussion with a with a young with a young person who I was trying to convince to to to run experiments and he kept saying I don't need to run experiments my business case is
7:44validated and he said that to me like several times and then in the end I was like what do you mean when you keep saying your business case is validated and he said to me my business case was approved by the board so like as far as he's concerned like because his business case is approved by the board he doesn't need to do experiments anymore he can just execute based you know based on those approvals It's market ready. The board said so. It's market ready.
8:05Exactly. The idea is close to success because the board say so. So yeah. No, this this is fascinating. And you can see like it's right in the middle. Um kind of like there's some people actually like 10 people that say every single time. That's really awesome.
8:21But that hypothesis there is that they're not scoring everything. They use every single time. But the question is do you use desiraability, feasibility, and viability evidence? So you have scoring across the important topics of your project, right?
8:38All right. Great. So now let's talk a little bit about how how did we how did we start with this like how how did we all get started with this with this with this topic and and this and this and this conversation. Um it was a very interesting sort of I was working with a paint manufacturer and what had happened to this paint manufacturer was that they had an innovation lab right and that innovation lab had the budget their their budgets cut and so the leadership had like cut their budget by 50%. And so they so they kind of brought me in for a
9:08day to kind of work with them. And the question they had was which projects should we continue working on, right?
9:13They had about 12 projects and they had to choose uh the top five. And so given all the experience that I'd had from before and all the conversations that we've had, Alex, right? I was like, no matter what happens, you you're not allowed to choose your favorite projects cuz you've already had your budget cut by 50%. So you're not allowed to choose your favorite projects. You're not allowed to choose your pet projects. We have to figure out a way to find the projects that are closest to success.
9:40Because if we can find the projects that are closest to success, then we can like invest time and energy in those. And and if those succeed, you're then more likely to get your funding renewed because you're actually demonstrating value as an innovation bl. And back in like like that was like what maybe like six, seven, eight years ago. We we hadn't really developed our innovation project scorecard yet, but we had the concept of physibility, viability and and uh physibility uh desiraability and viability. We'd already been like
10:09playing with with those ideas inside strategizer. So one of the projects that they were working on was they wanted to get into this this industry which is quite big, right? The the so the big the big paint manufacturers are really in this business of providing this paint that's used to sort of paint the bottom of of of ships. um because of all the the the the the the wear and tear of like moving through the oceans, the the the the ships are usually dry docked every 24 to 36 months and they get
10:38repainted. So it's almost like a recurring revenue, right, of for for for the for the for the paint industry. So that's what I wanted to get into. So first thing we first thing we do with all these is we just make a very basic business model canvas. So you know the refurbishment managers that are responsible for refurbishing the the these ships. The procurement managers that are making decisions about which companies are supplying the these things, those become their customer segments. And of course the refurbishment managers just want reliable effective paint that lasts a
11:07long time. So they don't have to keep dry docking the the you know the the the ships. And the procure managers want affordable paint but also consistently affordable prices that don't change all the time. And then of course uh the the the the relationship with high touch is personal and they use sales teams to to kind of re reach these people. In terms of key activities they needed to do a lot of R&D to make effective paint sales and of course they they they have to manufacture the paint. And then in terms of key resources and they've got IP factory sales teams cuz you know we're
11:37not going to put it all here. This is just a basic case to to illustrate the point in terms of key partnerships.
11:42They're part of the international chamber of shipping, the world shipping council and then of course manufacturing sales teams are part of their cost structures and they would make money from selling this paint and it's fascinating because if these ships are dry docking every 24 months it's a form of recurring revenue, right? So the question is okay cool that's a really really great business model but how do we know that the actual project itself is close to success? And that's where we use these these these three success
12:11criteria, right? visibility. Can it be done? Can you actually sort of you know technically develop this paint and and deliver value? And then you know desability should it be done just because it can be done doesn't mean that it should be done and should it be done is really about do what are the customer needs do they want? Are they willing to pay etc. And then viability is really just can it be done profitably you know what are the what is the the sort of business value you you you can actually create here. So all I did was I
12:39literally like put these words up in in the room and then we went project by project and we just said like let's score and so they'd be giving me scores out of 10 cuz we didn't have a score card. I'll be like out of 10 how much evidence do you have that this is feasible? How much evidence do you have that this is desirable? How much evidence do you have that this is viable? And and then so we they'd be scoring and then and then I'd be asking them questions. Well, how do you know that's true? And then they'd be putting stickies up. Well, companies need to paint shipped every 24 months. Some
13:09companies we've spoken them down happy with their current solutions. Um, how do you know it's feasible? Our R&D teams have tested it. We can use our existing manufacturing capabilities. Right? These are all things that they're kind of putting up while we're while we're speaking. Um, we know the cost of manufacturing, so that's how we know it's is viable. We're not yet sure how much customers are willing to pay. And if they say something like that, then we'll get into a discussion. I go, well, maybe then it's not 5 out of 10. Maybe it's a four out of 10 because you don't know how much f. So I'm coaching in the
13:37room and we're revising the scores until we until we found the five that had like made the most progress that they could then continue working on. And that's how we ended up like where where we are now because then we had like two insights that if we were having conversations Alex we needed to kind of start working on which is the first thing is can we have a more objective kind of scoring for the evidence cuz if you say to people one out of 10 they'll just like pick the highest number because they'll think like a thousand interviews is the same as like getting a sale you know so
14:07they'll just go 10 and then you have to kind of chop them down. And then the last thing which is the other inite that we're going to dive into today is could we set up a process where people could do this without needing to have a coach in the room so they could do this themselves and score their own evidence and score their own projects. And so that's how we that's how it all started and that's how we ended up where we are today. So I'm going to hand back to Alex who's going to talk us through how we got to more objective scoring of of
14:35evidence and then also what is a playbook.
14:38Okay. So thanks tendai and I want to emphasize that when we kind of identified that we need to come up with a way to score we didn't just think ourselves in a bubble we actually put together a consortium with uh Bosch Nestle Cargill a couple of companies that would work on the scoring with us and their practices up front and the point is that you could do something that was more objective than tendai's
15:07you know great start and what we came up with was a which is is a way to evaluate growth projects based on you know the strength of evidence because not all evidence is equal. Now the key constraint was it needed to be simple.
15:24So what we came up with is you know a zero is business plans spreadsheets highlevel market research saying oh this is a big market that's not evidence that is a good starting kind of direction but it's a fantasy made explicit now and we said okay there's light evidence what people say and then all the way on the right hand side is irrefutable evidence from real markets invisible experiments so people don't even know that it's an experiment
15:54And the key point also to take away is we're not trying to prove the whole idea. We're trying to prove aspects of the idea. So evidence of the customer, evidence for the solution, evidence for willingness to pay. So you're not going to have evidence that proves everything because that would be building the thing. So now if we look at this in a more granular way said, okay, there's like two categories. What people say good start, but what people say is rarely what they do. So score one and two, strength one and two is getting
16:23people to say something, but it's really easy to say, "Oh yeah, I'm interested.
16:27I'd pay that. You know, I love that feature." Level three starts to be they have to make a low stakes action. Sign up to a landing page, you know, join a sales call uninvited almost, you know, and then meaningful stakes is okay, now it's getting serious. It's like more of an investment. So let me give you some examples. a discovery interview, we're just talking to people, sending out a survey without the solution being concrete, the problem being concrete.
16:55That's level one because we get some first evidence. Okay. Now, how could we make that stronger? Now, if we're testing the value proposition, what if we put something tangible in front of them? A data sheet, a brochure, maybe just a visual mockup, but they can react to something. Well, that's stronger than one because now you know there's less fuzziness. So good. But what people say, "Oh, I'd love that to buy that product just because they saw a data sheet."
17:23It's still just what they say. Huh? What could we do? What if we put up a landing page and on the landing page, we put the data sheet, but we also say, "Sign up for a sales call." So that's a call to action. And if people sign up to the sales call, it actually means they they they did something. We didn't prompt them even. We just put that on a website. So, we start to have evidence from people doing things. This very easy
17:50to sign up for an email or to uh join a sales call. What if we wanted something stronger? So, in B2B, what we work with a lot is letters of intent. People putting their signature on anything is big, right? That's that's a bigger commitment. Or what if we get them to join a co-creation workshop? A full day.
18:10No potential client is going to spend a full day working with you unless they have a real interest. But caveat, remember their people, their job is actually just to go from event to event.
18:21They don't have real value to the company. So they're professional workshop visitors. You want like a a commitment. The CEO showed up. CEOs have no time notoriously. If they show up, that's a commitment. But still, you know, it's not the full purchase. So now you could have things like you just go to the factory line, you watch people.
18:40That's evidence from real markets. Or you simulate a sales all the way through. You get them to pay if you're in B2C, but you give them the money back right away and you tell them it's an experiment and you give them a $100 voucher. People will love you, but you went all the way to the end. So, see how we're scoring levels of evidence?
19:01Crucial because now it's very objective.
19:05Does the evidence go in category 1, 2, 3, four, or five? That's pretty straightforward. It's not a science, but it's getting pretty close. Okay. So, now let me give you a silly example. And in the chat window, which I can't see, you're going to tell me what level of evidence this would be. And this is an example that comes from David Bland who lead author testing business ideas. So this company American Family Insurance they had an idea for an insurance for
19:34farmers. So they went to a farming convention and I put fake marketing brochure. The brochure was was real but the product didn't exist. So they went there and you can see at the bottom on the right hand side there was a call to action. Please email us at and please call us at. So what's that? They they showed the brochure. They got verbal feedback, but they also said if you're interested after the convention, please
20:02get back to us. So type into the chat window, is this one, two, three, four, or five? What do you think? It's pretty straightforward. I kind of lifted you on to the answer.
20:12People are getting we're getting a lot of three. Three, three, three. One, two. But everybody think three. Yeah, clearly a three and it's not a three for the entire idea, right? So, it's aspects. In this case, it's really desiraability. There's nothing around viability, right? It's desiraability.
20:27So, 15% responded. They followed up. It resonated more with cattle farmers than corn farmers. So, they started to pivot the value proposition and and adapt their marketing material. So, this is just one experiment. You're not going to make a multi-million dollar investment based on one experiment. But you can see with this experiment and the evidence coming out of it, if we score it, we now know, hey, we have level three evidence for desiraability or the solution for
20:56the value proposition. Let me give you one more and then we're going to we're going to actually run a competition. So Fireflies.ai is a company that does, you know, AI based notetaking. um logs into meetings.
21:12You know, some of these teams does this too now. But what what's really interesting with these with these uh with this founding team is that these are coders, but they were smart enough, very raw with coders that they didn't code the solution to test. This is big, right? You don't need to build something to test. What they did is they actually launched the website and they had a price. They got people to purchase. So, it's like semi semi-fictional here. Some
21:41some aspects, you know, if you go behind it was was a little bit more granular, but they basically charged $100 a month for an AI that was really just two guys surviving on pizza. What he meant there is people would pay and when they would launch a meeting, Sam and his co-founder would log in to the meeting, not put a camera on, not say a word, and just act as AI, meaning doing nothing, but send the summary afterwards. So, think of
22:09that as a user. You think this is real. You paid $100 and you get a report back.
22:16But what was going on is that they were just human beings. So it's not scalable, zero, you know, proving of the feasibility. But what they actually did is they started to show desiraability and viability. Viability because people would pay and desiraability because they wouldn't cancel after they got the first summaries back. Absolutely non-scalable solution, but very powerful to to to
22:45test some aspects. So, type into the chat window, is this evidence level one, two, three, four, five? What do you think? This is what you call a Wizard of Oz experiment where people think it's really, right? And now then people say, "But Alex, this doesn't prove the whole idea." But that's not the point. You're trying to prove aspects of the idea.
23:06You're trying to pro provide evidence for aspects of the idea. And you'll see Kurt is going to walk you through what do those aspects actually mean. So, you get the point. Let's compete. Okay. So, you're going to have bragging rights that you won at the Strategizer webinar.
23:22Imagine. Wow. And you get access to playbooks. So, we do this now what Tendai used to do, you know, with a you know improvised solution if I may say starting out. We now have a scoring of desiraability, feasibility, and viability. Okay. And let's go. Um, and I'm I'm I'm going to show you one more example first just to show you how it works, but you can already log on with the QR code and we'll get back. I'll
23:49show the QR code again. So, practice example. So, just first before we get to it because this is what people sometimes get wrong. If you have five customer interviews without solution, it's clearly a one. Now, if you have a hundred or even a thousand customer interviews, it's still a one because we didn't make, you know, anything tangible that they can react to, definitely not real, you know, world market. So, you have a million customer interviews, it's still a one. So, the strength of your
24:18evidence doesn't get stronger just because you did more. There's no commitment, right? So, it's super important to understand. Well, what if I now have five pre-sales in a market of a million? Well, it's probably a one with a first hint of five. So then you have this is where it's not scientific. Then you have to make a call. Do we need more five or like but you are moving towards um level four evidence. If you have 50 pre-sales now we can start to say well we're get this is starting to be a real
24:48four. Okay. And the best teams have evidence from several different experiments. One 2 3 4 five. is not mandatory is usually better because the light ones are fester. Okay. So now if I have a team that tells me we have strong evidence from voice of customer interviews and customers are willing to pay. That's the statement they make the belief you know what they don't know.
25:14And then they say we ran five customer interviews. Well guess what that's not strong evidence. That's very light evidence. And for the anecdote we used to call it weak evidence. Then we realized no team is ever going to show weak evidence, but when you call it light, they might actually be honest.
25:30Okay. So, what we're going to do is show you the series of experiments and you're going to tell us if the evidence from those experiments goes into one, two, three, four, or five. In this case, clearly a one. Okay. Now, here's the thing. The other thing is you should even ask them, is this evidence from the users or is this evidence from the decision makers? So sometimes people tend to mix these things. You actually want to know very clearly from which
25:58segment does the evidence come. And if you think of Tendai's example, he showed you two two segments and we're going to see you need evidence for both segments to validate an idea. Okay. So now let me quickly kind of stop sharing go to uh to our menty again. I'm not in studio so apologies for this a bit kind of rude approach. So first one
26:27is going to be I'm going to we're going to give you the experiments and you're going to tell us in which category does this go. We have four four that you need to come up with. So I'm going to give you 10 more seconds.
26:45Let's go. So if you have two experiments uh one is surveys 240 I think yeah and 40 customer interviews and the team says you tells you we have evidence from 240 customer service and 40 customer interviews. Is this level 1 2 3 4 or five? Okay. So, it's clearly level one because you only get, remember, read the labels. You only get
27:14level two if you showed them something concrete. Either a concrete problem or a concrete solution or a concrete price. We didn't say what was there. So, you have to assume it was a customer survey without showing a problem, a solution, or a price tag. Okay. Now, let's go to the second one. So here we have a little bit more. We have interviews. We have a product uh sheet and a call to action.
27:47We have a lot more than we had in the first one. We have a survey also with thousand people. Is this level one, two, three, four or five? Okay. Now you're now you're you're not like you got to be see let's let's look at the at the experiments customer interviews would be level one product sheet is like the brochure you made it concrete but you also and I maybe you're not familiar
28:16with the term CTA call to action I said you have a experiment where people do something call to action so it's the same as the brochure I just flipped you know the brochure with the product sheet so this is clearly a three and anybody said five, it's very easy to just, you know, respond to a product sheet by signing up to an email or to a sales call. That's not strong enough. Five, level four, five of you said level four
28:45is a stronger commitment. So, there needs to be more skin in the game. Okay. So, now let's look at the next one. Here we have interviews. We have ads that people click on. We have an letter of intent and we have a Wizard of Oz. Wizard of Oz, remember I explained what that is. We have interviews, ads where people click on it. We have a letter of intent and we have a Wizard of Oz experiment.
29:16And then now you're too tough. You're too tough. Remember I said four. You even scored five for the experiment of fireflies. So Wizard of Oz. That's why I showed the example so you have a little bit of a reference point. When it looks real, Wizard of O was always it looks real even though there's just a small guy behind a screen making it look real.
29:38That's a five. So here we have a series of experiments. Each experiment produces evidence from different levels. Customer interviews is one if I don't say I have a concrete thing. An online ad is a three because I'm clicking on something. I'm doing something. Letter of intent is four. But the Wizard of Oz is a five. Okay, super super important. It gets pretty objective if we go for that last one.
30:06What level would you give these experiments?
30:11Interview survey. Card sort means you put a series of cards in front of people for problems or, you know, features and you get them to force rank. It's card sort ads that they click on. Okay, we're we're not yet 100% good at this obviously because we didn't go through a quick train good training. Usually we train people a bit more. You'd get I'd say 80% would get it right. There is no strong commitment here. There's no, you know, nothing that
30:40would warrant a four because clicking on an ad is clearly a three. Card sort is only a two because you're saying this is the feature you'd like most. So there's nothing here that is a four. Four means more skin of the in the game. Okay. So now all you're interested of course is did you win the bragging rights for the strategizer webinar. So let's see Bai and Jason.
31:14Okay. So whoever BI is, you won the bragging rights of knowing evidence best at least of this group.
31:26So let me go back. Did any questions come up Tendai Kurt that we want to answer already now around evidence?
31:35There was a question around you know what is strong evidence in in B2B contexts where you don't you know sometimes get a chance to do that in my answer I was um I I I just typed agreeing to engage in a pilot for example if a company agrees to engage in a pilot too that's actually that's actually strong evidence and sometimes you can actually pre-order things pay a deposit all of that stuff those are all like strong forms of evidence in in B2B I don't know if you Yeah and sometimes you know how it is in
32:03B2B so publicly known case we work with Honeywell a lot is you might have a first sales but then the question is you know can you repeat that sales but it's definitely a five that you did one sales and one sales in B2C is is worth very little it's also like a five but if you have you know a customer market of like five million people one is not enough a strong evidence of level five but in B2B
32:31not everywhere but you know that one sale out of a market of maybe a 100 companies is actually very strong five. So it's just a different calibration. Um I am it's strategiz we actually think working with B2B it's it's easier to do these kind of things. It's much harder to estimate are we going to have 10 million clients or not. Okay. Now so this was the first aspect of 10 dies.
32:54Remember his conclusion we can make it more objective. This is actually very powerful. We train leaders and we train teams to do this and Kurt is going to show you how you can do it on your own. And the second aspect is how do we make this self-s served? Learning management systems, e-learning not good enough. You know like mural boards not good enough.
33:14So what we came up with is strategizer playbooks. I'm going to tell you what strategizer playbooks are by taking our biggest icon in Switzerland. So I'm Swiss. I'm based in Switzerland and my mother like for her Roger Federer is a god. So so and for a lot of Swiss like huge icon, right? So Roger Federer just entered if you if you know like the last couple of days the tennis hall of fame very moving speech. So you should
33:44actually watch it. It was kind of moving. So every Swiss had tears in their eyes with Roger having his tears in his eyes. But the payers that I want to make is and I use this actually in a sales pitch as well. It's really interesting because if you look at Roger Federer, he didn't drop from the sky and become a world-class tennis player. And he actually credits his first coach, Peter Carter, um, for having given him the fundamentals. And he says even today,
34:13everything that he did later on, perfecting his game, came from the coaching from Peter Carter, who tragically passed away when Roger Federer was still young. And now think of this. Imagine if we could get access to Roger Federer's coaching playbook.
34:33Wow. Could we become better tennis players if we had that? You know, also acknowledging we don't start as Roger Federer. We start with the basics and it accompanies us. So, I'll give you a little bit of an analogy like how would a a a playbook look like to have access and become a Roger Federer in tennis.
34:55We're going to show how that kind of works in our space. You'd have stepby-step guidance from the coach who would coach you through how to do this.
35:05What's step number one? What's step number two? What do I start with? And of course, you would get videos that would show how Re Roger Federer does this. Oh, we're starting with the basics, you know, how did this start with Roger Federer? But of course, it's not enough to watch videos. Like, nobody's become a a world-class tennis player by watching Roger Federer play. Beautiful. You have pre-structured drills. The amount of drills Roger went through to become what
35:33he became. Imagine if you had access to those. You have videos that show you how to do it. And then you start and you start with the basics before you get to the advanced depending on the level you're at. And then the last one, what if all of this these training plans, patterns, all of this was reusable?
35:51That's exactly what we did. We said we want everybody to become the Roger Federer of business, of growth, of strategy. So what we did is we said, "Okay, learning management platforms, they don't really work because you watch a video and then we ask you how do you hold the racket and then you do a quiz and wow, I just learned how to do it."
36:13Doesn't mean you're able to do it. So I'm making a joke, but that's how LMS's work today. It's insane. We kind of train people to watch stuff and then answer it quits. Well, we all know and even learning and and and uh and development people say best is to actually do things. So, here's how we solved it. We said, "We're going to give you the stepbystep approach for different business topics. Today, you're going to look at how to score a project.
36:38Then, we show you the video about the concepts. You get to watch how does this work, not with us in a in a webinar, but just just for on one topic. And then you do it right away. You do the scoring, for example, right away like we did, but for your idea. and everything you did, all of these things become re reusable business objects. So that's what playbooks are. We try to give you everything you need to become the Roger
37:06Federer of business. So that was our ambition and um Kurt is going to show you how we did that. And the point here is we're going to give you we're showing you one playbook and we create a library of playbooks where for one price you're going to get access to all of these. Now let us show you the playbook and I'm going to throw it over to Kurt.
37:31Yes, I'm super excited to jump in and show you guys. I have some really fun insights to share with you guys bas. So if I jump in, you should be seeing my screen now. And if we think about I love taking an image of Tendai and just saying how do we funnel Tendai into our playbooks? How do we have Tendai in the room? How can you have that expertise ready to go? I'm sure even if he has COVID, he can still provide that expertise for you. And really just to give a high level on this playbook that
38:00we're going to look at, we call it how market ready is your project playbook.
38:03It has 13 short videos as Alex mentioned. You got to learn and then you're going to apply. So we have eight workspace activities and just to do a highle overview of this playbook. So first we kind of give an intro to the concepts. What does it mean to kind of navigate risk and uncertainty? We have a little practice exercise to make sure you're understanding and then we start preparing your actual project. So looking at levels of evidence we look at what do you need to make explicit about your idea. We map out your idea and then we get into the meat of this playbook
38:33where we look at all aspects of your business model and we're going to zoom in to each part of your business model and we're going to score and we're going to say see do you have evidence already there and as we kind of are talking about this for this webinar I'm I want to give you my favorite insight. So obviously we only have so much time in this webinar but we did put together there's so many concepts so much great info that we do want to share with you.
38:56We did put together a little PDF of some of the main concepts in this playbook. So, I'll put this up in the screen.
39:03Jerry, maybe if you can put in the Zoom chat the link to this web page. So, you can either scan the Q QR code. There's a link to this PDF so you can get a teaser, a taste. This will also lead you to the same page. If you want to just go ahead and get access to the entire library, including this playbook, you can access all this content. But we want to give you a teaser on the webinar here. I'm going to give you one main kind of core insight. So can't can't go through everything here, but my main insight that I want to talk to is if we go back to Alex's idea of those evidence
39:32strength and we kind of have a gradient here 0 to 55. We use this green and you kind of ask yourself like why are we why why would you use these evidence strengths and kind of I'll fictionalize I I'll kind of change some of the names here but for your business project is it market ready and Alex has literally shared with me people who say oh yeah we talked to three company or three customers excuse me we've validated our approach and what happens here is so we'll just call him Tom for this example is Tom looks at his project he looks at
40:01all the different aspects of his business model and he believes believes that he's at five. He's ready to go.
40:07It's going to be a success in the market. And obviously, I'm being a little bit dramatic. They might not go this extreme. But what we see, if we map that out on the canvas, they've mapped out all the aspects of their business model. They're saying they're out of five. But the reality is, even with that one example, they're actually really far away from that. But they don't have the language. They don't have something tangible, concrete to be able to understand where they're actually at.
40:31They don't have Tendai in the room saying, "Wait a second. Wait a second. What evidence do you have that supports this?" And Tendai, when he's in person, he's going to drill down. He's going to ask a follow-up question and another follow-up question and help them go from, "Oh, I think we're at fives to," oh, this is the accurate real picture.
40:47So, us, we're wondering, "What do you do without 10 in the room?" How do you, if this is where people are going to maybe default to with this approach? And for me, you're like, Kurt, why why are you so passionate about this? I literally realized yesterday I spent three years on my startup a few years ago. If I had done this playbook and a few years ago, I would have said it would have taken three hours. I really feel if I had spent three hours with this playbook, it would have saved me three years. And I don't know if I'm like mad about that.
41:17If I'm happy that I not like but it's crazy. Alex, go ahead. Jump in. And well, I'm actually pretty happy you didn't have that playbook because you would have never worked for Strategizer. So for us it turned out to be a great a great blessing but for everybody else don't waste your time on ideas when you can actually score how close you are.
41:36And I've seen this again I know this from the corporate context. Companies are wasting millions sometimes you know billions on stuff they where they have zero evidence. So it sounds so trivial but we could save so much time and energy with this. And I don't I'll have to share that full story another day, but I I can tell you if I could look back, it would be so different because I without Tendai in the room, this is what I looked at my business model. And if I zoom in and obviously you would look at all the different aspects, but if I just
42:06zoom in, I had a customer segment and I thought I had a five. I was assuming that it was a five. Again, a whole host of reasons why I thought that, but I was just kind of going into operation execution lands. Let's move forward with this business. Three years of doing that, it just wasn't working. And here's my key golden insight. If you walk away with nothing from this webinar, you have levels of evidence. And if you just go sticky note by sticky note on your business model canvas and force people
42:34what is the evidence? Do you have evidence? Cuz we've even tested this with business leaders here in Atlanta.
42:40And even if I just stay at the high level business and oh just start scoring even if I introduce people still lean in the direction of overgoing towards the five even though they don't have the evidence but if you force yourself to write down with sticky notes what is that actual evidence we've seen through testing even without 10 in the room the playbook helps give you that guidance helps you see oh wait a second let me have an accurate picture of where we are at so to bring this to life you might
43:09say, "Kurt, that's just a sticky note." But really, for me, it represents this paradigm shift of for me back in the day, I had a project and I'm like, "Let me jump straight to execution mode. Let me move forward." When really, I'm there's all these risks I'm overlooking.
43:24Really, we want to look at, do we have evidence that this is marked ready? And I'm going to bring this to life on the platform so you can actually see. So, obviously, you'd look at all the different aspects of your business model. We don't have time. Again, I'm going to zoom in on one first example for customer evidence. So, if I look at that workspace and I'll navigate in a second, we have a couple different things just to orient you cuz I'm going to be moving my screen around here on the actual platform. So, over here on the left, we just have some instructions. There'll be a workspace
43:53video that would walk you through all these instructions as well. We have some examples here at the bottom. So, as you look at this specific building block, you're going to want to know what does it mean to have level one lev evidence versus level five for specifically customer segments. We bring in your business model canvas so you have that for reference. And then this is the heart of it. At the center of it, you're going to score. You see the scoring here and add in do you have actual evidence so you get a clear map of how market
44:22ready you are for each of these different aspects. So let me transition over to the platform and we'll use Tendai as an example. So you see here on my screen I'm now on the market how market ready is your project playbook.
44:38If I scroll down and we go to this assess and score customer evidence. You see we have an e-word in here. It's going to walk you through kind of you can just imagine if I was in a workshop.
44:47Let me introduce you to the activity give you everything you need to know to jump in. I'm not going to do that. I'll I'll close that down because we don't need to see that. But here you see we've brought in 10 dyes uh the shipping example from before. So now you're going to look at all aspects of your business model, but we're just in customer segment focus for now. So if I just copy these over and I bring them over, tend I'll put you on the spot. If I place these here and I want to add some sticky notes of evidence, what evidence would
45:16you say that this shipping company kind of had for customer segments?
45:21Yeah. So if you if you move across to to the business model canvas, you'll see there that we the those are those are the examples of evidence they had. So they've done interviews with 25 procurement managers there and and refer managers and they that's where they learned that companies have to do this painting every 24 months. Um they'd also uh done like specific interviews with the uh folks that are in you know responsible for refurbishing ships and then found out those people are unhappy
45:51with their current solutions and then they also kind of dug in with the procurement team in terms of what is actually the cost of dry docking. Um and so they learned that the total cost of dry docking can range from 2 to 5 million depending on the size of the ship and the paint is like 50 to 100k of that. So they did interviews, but they also looked at like the the the the the actual cost documents that that the procurement they know they know there's a real pain.
46:17They know there's a real customer pain there because they're talking to them and it's not just a pain. You're even quantifying it with that cost. That's great.
46:23Yeah. Exactly. Exactly. And then finally, they had actually um towards the end of that gotten some letters of intent with some uh shipping companies that were willing to pilot their paint. So, I mean, they they hadn't signed the deal yet, but they they had the they had the letters the letters of intent. So, my thinking is Go ahead. Go ahead. Go ahead.
46:45I was just going to wrap this up there and transition over. If you have any other thoughts, feel free to go ahead, Tinda.
46:49Yeah. Yeah. So, so my my thinking was I think that you uh the the first two are level one and then so those two I think are level one and then that one is like somewhere between level two and three like right in the middle there and then the last one there's level four is what I would say but I don't know what do people on the audience think. uh let us know or just type your your comments in chat how would you rate those those sermons and
47:19Kurt Alex what do you think so I like to give an a proxy answer in a sense that what what I want is that the leaders and the team have an evidence-based conversation so they start to discuss well is this a four is this a three so they they discuss the quality of the evidence rather than just the quality of the idea so I actually don't really care, you know, is it scientifically a three or a four. What I
47:49care about is that the the the leaders and the team agree on something and agree if this is enough, right? So I also say you don't have to have evidence. If you want to go ahead and just build the thing, be my guest. Just make explicit you have no evidence, risk is higher. So I think the the evidence-based conversation for me is more important than just per se does fit into four, three or two. That's why, you know, like sometimes I actually don't care that much as long as we have a
48:17slightly more objective um conversation about the evidence.
48:20Yeah. I love when we get in those workshop settings just the way you can just see people's mind start shifting when you're having that conversation and they're like, "Is this a three?" Like to me, there's like those light bulb moments when we're leading these workshops. I'm often sometimes helping Alex and I just love seeing those participants in person where they're like they're entering a different paradigm is how I always think about it and like what does it mean for evidence?
48:42this and really wrestling with it. Those conversations to me are so so so valuable. And obviously this is just customer segment. You would then do this for the rest of your business model for the other city notes.
48:53And Terry said, "Why is the info recost close to a three? It's still just saying something." Yeah, exactly. Right. So this we just ran out of space if you want also a design challenge sometimes. So that's definitely a clear two. That is not a three, right? There's no call to action.
49:08So 100% correct what you said, Terry.
49:12And then what B is saying as well is just also really powerful which is I don't want to just hear that you had a letter of intent. I want to know what's inside the letter of intent. Like what are the levels of commitments inside the letter of intent which would then tell us whether it's a it's a three or four or five.
49:28There are two things that came up just before. So said I understand why this is important for multi-million dollar projects but is this playbook also suitable for smaller projects? Well, look, um, for a big company, we're talking about millions, but like Kurt said, I mean, take that as an example, right? You were I don't know how many people in your startup, like what was it like? You know, it was a team of so a lot of it was like three to five people, but honestly, like when the pivot happened, when we actually finally had the breakthrough,
49:56we went from no revenue to hitting six figures in a crazy amount of time. And it was literally this type of insight that we just never had for three years. Not getting revenue, not getting revenue, not getting revenue to then turning the corn, which is why I'm like punching myself like wishing I had this back in the day.
50:13And and and that's why I'm saying the size of the project doesn't matter. It's like how much can you, you know, afford to waste time and and energy and money. So like if you want to waste three years of your life, be my guest, right? Small project, go ahead. You have the time. It's a hobby. But if you want to make it a business, it doesn't matter if it's a1 million or a1 billion dollar business.
50:34Same idea of evidence. The second piece here um I think is is is is interesting as well. What about if it's a 1% continuous improvement actually I'll give you an example here that you still need evidence. you would score in a slightly different way because you don't need to test the whole business model because probably the customer you know it's the value proposition small improvement channels are the same supply chain is the same so it wouldn't make sense to do this scoring but you'd still
51:03look at the strength of the evidence but you would start to zoom into a smaller piece just do I have evidence that the new feature I want to develop do they actually care about that so what that means is doesn't matter how incremental you just have to test less and you can go faster. But now let me tell you how it can have multi-billion dollar investments uh um um consequences. So last week I was with a telco and they were like over we had a lunch with the
51:33senior leadership team after and they were saying oh yeah Alex but like in our exploit business where we're you know product you know cycles we don't need to do this experimentation right I said well depends like do you know which features of your product are going to get you to win those multi-billion dollar you know projects and they said no no we're going actually we're going to like work on the solution, the infrastructure, and then we're going to see with sales, you know, what actually
52:03flies. And I said, well, wouldn't it be more effective to figure out with experiments first really like down to what people really want so you know what's going to win you a contract and then you start to develop in a much more efficient way. So this whole idea of evidence is not just in explorer is also in hardcore multi-billion dollar projects. And it always blows me away how these super smart people they go
52:30right to feasibility but feasibility will be more effective and on point if you've done then what do people really care about? So it sounds so trivial that you'd say oh my god that's exactly the reaction I have from these people. And I say, "Of course, we want that evidence before we start to do feasibility." But the problem is we're so executionoriented that we get hung up with feasibility when we have zero evidence for desiraability. And when I say desiraability, I mean, what's the
52:59top feature that's going to get us to win? Not, oh, we have desiraability, people want this kind of thing. No, what's the thing that's going to win this multi-billion dollar contract? So, I get super excited about it because uh people are, you know, there's a huge potential, which is one of the reasons why we came up with playbooks so we can get more people to do this. So, I'm going to wrap up, but maybe we have time for one more question. So, Kurt um and Tendai, maybe have a lookout. I'm going
53:29to summarize and we're going to do a call to action here as well. Playbook Library, go and have a look. We're super excited to put more like double the 19 we have as fast as we can.
53:41Unfortunately, we have a small team. I'm in with clients a lot. I can't take my brain squeeze it in there. So, Kurt is going to have to squeeze our 10 dies in my brain. Then um we have the um um boot camp if you want us to reach out to you. Um Jerry's going to put up I think a uh poll. So if you want us to reach out to you to talk to you about the boot camp uh we can the
54:09sales team can contact you and with that we have I think uh yeah one more one more call to action or write it down in your notes if you're interested in the next uh webinar actually second next or something like that the playbook behind irresistible value propositions we'll show you the playbook again we'll walk you through it we're super excited about this one in particular because we do this with a lot of large clients. So, we're bringing to everybody what we do with something.
54:39Just to call out, if you like strategizer books, this next webinar is going to have content that's brand new.
54:46Never. In the past, we would have just written another book. We've now packaged it into playbooks. Alex has been using it with tons of large enterprises. We've been testing it. He's been working with Eve. Super super exciting value prop stuff in there if never before seen a lot of that stuff. flag. So, if you want to go to that webinar, I highly, highly recommend it.
55:05Thanks, Kurt. Because it's actually the sequel to the value proposition design, right? It's the new edition, everything we learned. But we're not going to write a new book. We're actually, in this case, value proposition design. We packaged it into a playbook, right? From books to playbooks is our our motto. And okay, um feedback. Um just tell us what you think. Uh Jerry's gonna put up a poll to tell us did you waste your time
55:32or would you have regretted strongly if you hadn't been here? Okay. And with that, while that poll is up, were there any questions? I think we have time for one more question. you there was a conversation going on around the value of brand and brand equity and how that helps run experiments and my response to that was like yeah I'm sure I mean if you have a really strong brand that will it's an easy way to unlock getting
56:00people to try your stuff but ultimately you still have to create values so sometimes some people run experiments where if you really want to know if there's a real need they hide the brand run the desiraability testing without the brand and then use the brand later to actually drive adoption Yeah, let me let me give you a real world example that one of our program directors, Nikico Leblon, actually ran with a drinks company. So they were looking at whisies and they said, "Oh,
56:28it's expensive to do a real experiment with a real whiskey, like food prototypes are expensive." So you know what they did? They took colored water, put it in a bottle, put a box around it, put it in a shelf, and they had the packaging and everything. And then they would just catch people who took that box at the cash out at the cash register and say, "Hey, this was an experiment.
56:51This whiskey is not real. Here's a hundred bucks." Because you need to give them something. Say it's an experiment.
56:57May we interview you to ask why did you pick this bottle? That is a five. Think of it. Right? So you do not have to have the finished prototype that they can taste in food and beverages. Of course, you want to taste at one point, but before that, there's a ton of things you can do. And this one was on brand. You could do the same off-brand. And basically, it's not the same thing. So, what we say is there's experiments you do on brand, but you know what? You really know if people care if you do it
57:26off-brand. So, you can do both, but I can guarantee you the best companies we work with, they use their brand. In the past, we used to work quite a bit with Colgate Palm Olive. Their chief marketing officer was on board. But you need to bring the marketing team and the brand team on board to run, you know, how are we going to do an experiment that doesn't, you know, ruin our brand.
57:50And again, in many cases, you don't even need to reveal the brand to test the problem. You don't need to show your brand, right? So, there's some myths around this. Okay. Any last and and and Alex, you have a five.
58:02Miguel is like, "When is the problem framing canvas going to be available?"
58:06Remember you posted it on LinkedIn.
58:08So there it is. Demand. You got Yeah. Not a five yet for viability, right? So you'd have to work over the money, but uh it's coming. It's coming. We want to test it first with one of our clients. I actually talked about the problem framing uh map just this morning with Eve. So we were working actually for a couple of hours together was one of the topics. Submit.