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5 QUESTIONS THAT LEAD TO
BRAND INNOVATION
#TheLeanBrand
@JeremiahGardner
WHAT IS A BRAND?
t#TheLeanBrand @JeremiahGardner
A BRAND IS A
RELATIONSHIP
t#TheLeanBrand @JeremiahGardner
WHAT DON’T WE KNOW
ABOUT THAT RELATIONSHIP?
t#TheLeanBrand @JeremiahGardner
BRANDING LEADS THE WAY
EXISTING MARKET
PROBLEM WELL UNDERSTOOD
INNOVATION IMPROVES DIFFERENTIATION
INCREMENTAL CHANGE
PRODUCT LEADS THE WAY
UNKNOWN / NEW MARKET
PROBLEM NOT WELL UNDERSTOOD
INNOVATION IS DRAMATIC
RADICAL CHANGE
INNOVATIONSPECTRUM
WHERE ARE YOU?
t#TheLeanBrand @JeremiahGardner
VALUE STREAM MATRIXDISCOVER, TRACK, AND ITERATE YOUR VALUE STREAM
ORGANIZATION: PERSONA SEGMENT: DATE:
AWAREINTRIGUEDTRUSTINGCONVINCEDHOPEFULSATISFIEDPASSIONATE
ACQUISITIONFUNNELCONVERSIONMVPGROWTH ENGINE
Organization Action Audience Action
Result:
Organization Action Audience Action
Result:
Organization Action Audience Action
Result:
Organization Action Audience Action
Result:
Organization Action Audience Action
Result:
Organization Action Audience Action
Result:
Organization Action Audience Action
Result:
THE VALUE STREAM
t#TheLeanBrand @JeremiahGardner
“A ‘STARTUP’ IS A COMPANY THAT IS
CONFUSED ABOUT -
1. WHAT ITS PRODUCT IS.
2. WHO ITS CUSTOMERS ARE.
3. HOW TO MAKE MONEY.”
~ Cuddly Bear (AKA Dave McClure)
t#TheLeanBrand @JeremiahGardner
HYPOTHESIS–DRIVEN
DEVELOPMENT
t#TheLeanBrand @JeremiahGardner
WHAT CAN WE BUILD TODAY
TO START LEARNING?
t#TheLeanBrand @JeremiahGardner
t#TheLeanBrand @JeremiahGardner
VALUE
TODAY, GREAT BRAND DEVELOPMENT ISN’T ABOUT
BROADCAST…IT’S ABOUT THE DELIVERY OF
t#TheLeanBrand @JeremiahGardner
INNOVATION
EXPERIMENTATION
VALIDATED LEARNING
LEAN
THROUGH
MANAGED BY
BRANDING
t#TheLeanBrand @JeremiahGardner
MINIMUM VIABLE BRAND
t#TheLeanBrand @JeremiahGardner
t#TheLeanBrand @JeremiahGardner
WHEN I DIE. I WANT TO BE
FROZEN. I WILL WAKE UP
STRONGER THAN EVER,
BECAUSE I WILL HAVE USED
THAT TIME, TO FIGURE OUT
EXACTLY WHY I DIED AND
WHAT MOVES I COULD
HAVE USED TO DEFEND
MYSELF BETTER.
HOW WILL WE KNOW WE
ARE LEARNING?
t#TheLeanBrand @JeremiahGardner
If we do X, Y% of people will behave in way Z.
t#TheLeanBrand @JeremiahGardner
t#TheLeanBrand @JeremiahGardner
WORKSHOPS | EVENTS | SPEAKING
“MARKETING ONLY AMPLIFIES
EXISTING BUZZ, IT DOESN’T
CREATE IT.”
t#TheLeanBrand @JeremiahGardner
WHAT’S NEXT?
t#TheLeanBrand @JeremiahGardner
t#TheLeanBrand @JeremiahGardner
INNOVATION =
t#TheLeanBrand @JeremiahGardner
GOODBYE, OLD-SCHOOL BRANDING.
HELLO, INNOVATION
#TheLeanBrand @JeremiahGardner

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