Do less - eleven

2. Not enough time? Not enough money?

3. Don’t work hard to mask your inefﬁciency.

4. Do less.

5. Grow with efﬁciency.

6. 3 ways to Do Less. Limiting work-in-progress. Letting go. Being picky about your ﬁrst customers.

7. Limit your work in progress.

8. WIP yourself.

9. Sex positions.

10. Tenacity Good for vision, inventing and improving. Bad for getting stuck on speciﬁcs that don’t work.

12. Option Cards What areas of your business have unknowns or risks? Take 3 minutes to write as many as you can.

13. Option Cards Pick one that stands out. Take 3 minutes to think of as many alternatives or different things to try. Think outside of the box!

14. Early traction.

15. Earlyvangelists Have the problem Know they have the problem! Have budget to solve it. Have looked for a solution. Have tried to build a solution.

16. Is this conversation useful?

17. Choose your customer.

18. Vague customer deﬁnitions. Multiple customer deﬁnitions.

19. Lack of direction.

20. Product Market

21. Speciﬁc deﬁnitions allow for validation or invalidation. And that speeds progress.

22. Bigger markets - one step at a time Looking for your next zero.

23. Markets - where is the liquidy now?

24. Take a look at the customers’ world Looking at different aspects of their lives, we’ll examine our own beliefs about them, who they are – and if they really exist, how to frame our value in their context.

25. Positioning Its not usually against the competition... ... it’s against obsurity.

26. Find early adopters. Find speciﬁc customers. Be more compelling to them. Know where to ﬁnd them quickly, and point out scalable channels to reach them. Zoom in!

27. How deep do you go? Until you have short, understandable customer segments, identifyable as real types of people (not attributes) Until you can define your customers in a way where it’s clear where to find them. Until you have a customer segment that is specific enough that you can walk away from they invalidate your idea.

28. Product Market

29. Action Customer

30. Jobs-to- be-done Obstacles Goals & gains Current Solution

31. Drill-down questions Jobs-to- be-done Obstacles Goals & gains Current Solution

32. Drill-down questions Jobs-to- be-done What’s the root cause? Obstacles Goals & gains Current Solution

33. Drill-down questions Jobs-to- be-done What’s the root cause? Why is this the case? What bigger job, problem or gain does this ﬁt into? Obstacles Goals & gains Current Solution

34. Drill-down questions Jobs-to- be-done What’s the root cause? Why is this the case? What bigger job, problem or gain does this ﬁt into? Obstacles Can this be split up into different types? Goals & gains Current Solution

35. Drill-down questions Jobs-to- be-done What’s the root cause? Why is this the case? What bigger job, problem or gain does this ﬁt into? Obstacles Can this be split up into different types? Are there different types of this job, or different types of this pain-point? Goals & gains Current Solution

36. Drill-down questions Jobs-to- be-done What’s the root cause? Why is this the case? What bigger job, problem or gain does this ﬁt into? Obstacles Can this be split up into different types? Are there different types of this job, or different types of this pain-point? Goals & Does this relationship exist every time? gains Current Solution

37. Drill-down questions Jobs-to- be-done What’s the root cause? Why is this the case? What bigger job, problem or gain does this ﬁt into? Obstacles Can this be split up into different types? Are there different types of this job, or different types of this pain-point? Goals & Does this relationship exist every time? gains eg. Does everyone who chooses this solution have the same obstacles? Current Solution

38. Drill-down questions Jobs-to- be-done What’s the root cause? Why is this the case? What bigger job, problem or gain does this ﬁt into? Obstacles Can this be split up into different types? Are there different types of this job, or different types of this pain-point? Goals & Does this relationship exist every time? gains eg. Does everyone who chooses this solution have the same obstacles? Current Are there particular customers that match these new groups? Solution

39. Drill-down questions Jobs-to- be-done What’s the root cause? Why is this the case? What bigger job, problem or gain does this fit into? Obstacles Can this be split up into different types? Are there different types of this job, or different types of this pain-point? Goals & Does this relationship exist every time? gains eg. Does everyone who chooses this solution have the same obstacles? Current Are there particular customers that match these new groups? Solution Can you define that customer segment in one word? Are they “a thing?” Are they easily findable?

41. Jobs-to- be-done Obstacles Goals & gains Current Solution

42. Drill-down questions Jobs-to- be-done Obstacles Goals & gains Current Solution

43. Drill-down questions Jobs-to- be-done What’s the root cause? Obstacles Goals & gains Current Solution

44. Drill-down questions Jobs-to- be-done What’s the root cause? Why is this the case? What bigger job, problem or gain does this ﬁt into? Obstacles Goals & gains Current Solution

45. Drill-down questions Jobs-to- be-done What’s the root cause? Why is this the case? What bigger job, problem or gain does this ﬁt into? Obstacles Can this be split up into different types? Goals & gains Current Solution

46. Drill-down questions Jobs-to- be-done What’s the root cause? Why is this the case? What bigger job, problem or gain does this ﬁt into? Obstacles Can this be split up into different types? Are there different types of this job, or different types of this pain-point? Goals & gains Current Solution

47. Drill-down questions Jobs-to- be-done What’s the root cause? Why is this the case? What bigger job, problem or gain does this ﬁt into? Obstacles Can this be split up into different types? Are there different types of this job, or different types of this pain-point? Goals & Does this relationship exist every time? gains Current Solution

48. Drill-down questions Jobs-to- be-done What’s the root cause? Why is this the case? What bigger job, problem or gain does this ﬁt into? Obstacles Can this be split up into different types? Are there different types of this job, or different types of this pain-point? Goals & Does this relationship exist every time? gains eg. Does everyone who chooses this solution have the same obstacles? Current Solution

49. Drill-down questions Jobs-to- be-done What’s the root cause? Why is this the case? What bigger job, problem or gain does this ﬁt into? Obstacles Can this be split up into different types? Are there different types of this job, or different types of this pain-point? Goals & Does this relationship exist every time? gains eg. Does everyone who chooses this solution have the same obstacles? Current Are there particular customers that match these new groups? Solution

50. Drill-down questions Jobs-to- be-done What’s the root cause? Why is this the case? What bigger job, problem or gain does this fit into? Obstacles Can this be split up into different types? Are there different types of this job, or different types of this pain-point? Goals & Does this relationship exist every time? gains eg. Does everyone who chooses this solution have the same obstacles? Current Are there particular customers that match these new groups? Solution Can you define that customer segment in one word? Are they “a thing?” Are they easily findable?

51. Bloggers

52. Bloggers Posts get no love.

53. Bloggers Posts get Getting no love. trafﬁc.

54. Bloggers Posts get Getting no love. trafﬁc.

55. Bloggers Posts get Getting Getting no love. trafﬁc. trafﬁc.

56. Bloggers Posts get Getting Getting More no love. trafﬁc. trafﬁc. customers.

57. Bloggers Commercial bloggers Posts get Getting Getting More no love. trafﬁc. trafﬁc. customers.

58. Bloggers Commercial bloggers Posts get Getting Getting More no love. traffic. traffic. customers. Influence

59. Bloggers Commercial bloggers Posts get Getting Getting More no love. traffic. traffic. customers. Influence Speaking

60. Bloggers Commercial bloggers Posts get Getting Getting More no love. traffic. traffic. customers. Speakers Influence Speaking

61. Bloggers Commercial bloggers Posts get Getting Getting More no love. traffic. traffic. customers. Speakers Influence Speaking Guest posts

62. Bloggers Commercial bloggers Posts get Getting Getting More no love. traffic. traffic. customers. Speakers Authors Influence Speaking Guest posts

63. Bloggers Commercial bloggers Posts get Getting Getting More no love. traffic. traffic. customers. Speakers Authors Influence Understanding Speaking Guest posts

64. Bloggers Commercial bloggers Posts get Getting Getting More no love. traffic. traffic. customers. Speakers Authors Influence Understanding Speaking Guest More posts customers.

Do less - eleven

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