Alar Kolk - 10X Ambition

1. www.inacademy.eu
10X AMBITION @ EIA
Alar Kolk
President, EIA

2. 100+
startups
12
VCs
600
Participants,
mentors,
speakers
100+
Universities

3. Skype CEO, EIA 2012
Microsoft acquired
Skype for
$8.5 billion.

4. Taavet Hinrikus, co-founder
of TransferWise
Valuation:
$1.6 billion
EIA, 2013

5. Hardi Meybaum,
co-founder of Grabcad
Acquired:
100 M$
EIA, 2015
.

6. EIA @ Cascais 2018
Selection from 100+ teams

7. AI: NEW PRODUCTS &
SERVICES THAT LEARN &
ADAPT AUTONOMOUSLY

9. EVERY ACT OF CREATION IS FIRST
AN ACT OF DESTRUCTION.
-PABLOPICASSO
Transitions are painful because they destroy the
status quo, pushing us beyond our comfort zones.

10. STARTUPS DISRUPT ALL INDUSTRIES
CREATIVE DESTRUCTION

11. ....in the process of creative
destruction: new businesses
replace outdated ones.
New Blood & Heart

12. Creative disruption
Fortune 500 companies lifetime, 1955 - 2018
500
1 9 5 5
51
2 0 1 8

13. WE BELIEVE THAT STARTUPS
ARE ONE OF THE GREATEST FORMS
TO MAKE THE WORLD
A BETTER PLACE.

16. Ripple Farms,
co-founders
EIA, 2017
.

17. Walt Disney
IF YOU CAN DREAM IT,
YOU CAN DO IT.

18. IF YOU DON’T BUILD YOUR DREAM,
YOU‘LL BE BUSY IN SOMEONE
ELSE'S DREAM.

19. WHAT INNOVATION
WANTS @ EIA?

20. AMBITION1
INNOVATION WANTS...

21. Santiago Ribeiro, Portuguese surrealist

22. Mosquito Bite Problem
Innovation Ambition
Source: Omar Mohout, 2015

23. Shark Bite Problem
Innovation Ambition
Source: Omar Mohout, 2015

24. Innovation Ambition
FREQUENCY
Google’s “toothbrush test” – Larry Page insists that new products or services must be important
enough that people will use them at least twice a day.

25. AIM TO SOLVE
1B PROBLEM

26. THINK 10X, NOT 10%

27. Innovation Ambition
10X Cases
Source: Omar Mohout, 2015

31. A DISRUPTIVE INNOVATION CREATES A
NEW MARKET, DISPLACING ESTABLISHED MARKET LEADERS.
SOLUTIONS: MORE SIMPLE, CHEAPER & ACCESSIBLE.
Broken
Trust
Many
Intermediaries
Limited Access
Expensive
Complex Product
Experience

32. THE GREATEST DANGER FOR
MOST OF US IS NOT THAT
OUR AIM IS TOO HIGH AND
WE MISS IT, BUT THAT IT IS
TOO LOW AND WE REACH IT.
MICHELANGELO

33. INNOVATION WANTS...
AMBITION1
RISK - TAKING
2

34. $1,350 IN CAPITAL TO START APPLE,
THE 20-YEAR-OLD STEVE JOBS SOLD
HIS VOLKSWAGEN MICROBUS.
STEVE WOZNIAK SOLD HIS
HEWLETT-PACKARD CALCULATOR.
ENTREPRENEURIAL RISK-TAKING

35. „FAILURE IS AN OPTION HERE.
IF THINGS ARE NOT FAILING,
YOU ARE NOT INNOVATING
ENOUGH.“
- ELON MUSK

36. „FAILURE IS AN
EVENT NOT A
PERSON”

37. FAIL FAST.
FAIL CHEAP.
FAIL EARLY.
GO OUT TO FAIL.
Follow The Innovation F-word!

38. AMBITION1
RISK - TAKING2
ENTREPRENEURS3
INNOVATION WANTS...

39. EXPERIMENTAL
MINDSET

40. Vasco de Gama
Portuguese explorer and
the first European to
reach India by sea.
(1497–1499)

41. THERE IS NO HIGHER OR LOWER
KNOWLEDGE, BUT ONE ONLY,
FLOWING OUT OF
EXPERIMENTATION.
LEARN HYPER FAST FROM EXEPRIMENTATION
- Leonardo da Vinci

42. Experiment!
Start small,
aim big!

43. strong evidence
weak evidence
short time
to set up &
conduct
experiment
long time to
set up &
conduct
experiment
selling “the real
thing” in test
markets
wizard of oz
testing
co-creation
with
customers
“anthropological”
observation
wwwsimulated
sales
A/B
testing
crowd
funding
pre-sales
validation
interviews
with MVP-s
tech prototypes
with interviews
discovery
interviews with
storyboards, etc.
landing page and
email collection
experimenta
l ad
campaigns
free form
discovery
interviews
url tracking
visual, fake,
prototypes
Google
Trends
customer
online
survey

44. Experiments
BLOCKS: PRE-SALES, EIA2015
Crowdfunding
DISCOVERY OF CUSTOMER PREFERENCES
CREATING A NEW TYPE OF CUSTOMERS
RAISED $1,613,874 ON KICKSTARTER

45. TEST THE CORE IDEA
DOESN’T HAVE TO BE DIGITAL

46. Zappos founders took pictures
of shoes in supermarkets:
- posted the pictures on social
media sites
- added their contact details -
email & phone number

47. ALEXA: WIZARD OF OZ TESTING
Feature testing
DISCOVERY OF CUSTOMER PREFERENCES
TESTING DEVICE READINESS
TIME CONSUMING
STRONG INPUT FOR DEVELOPERS
Best way to apply:
SPOT A NEW TREND IN A CUSTOMER BEHAVIOR
EXPERIMENTS

48. “FAKE IT TILL YOU MAKE IT”

49. FAKE-IT PROTOTYPE
EXPERIMENT
LEARN
MONEY
Instead of taking months, or even years
to build the solution, you can fake it.
If customers are ready to buy your
product
Ask up-front payment, partial or full
EXPERIMENTS

50. TO DREAM BIG IS A
MATTER OF CHOICE,
REACHING THAT DREAM
IS A MATTER OF
DISCIPLINE

51. YOUR 3 DISCIPLINED EXPERIMENTS @ EIA
MENTORS, GROWBY & GLOBAL REACH
CUSTOMER
DISCOVERY
Who buys your
product...
FAKE
PROTOTYPE
How customers buy
your product...
1000
CUSTOMERS
Get customer
campaign...

52. INNOVATION IS A PRODUCT OR A SERVICE
COMMERCIALIZATION IN THE MARKET

53. INNOVATION IS ABOUT COMMERCIALISATION
VALUE
INVENTIONINNOVATION COMMERCIALISATION= X

54. Gottlieb Wilhelm
Daimler
He invented the high-
speed liquid petroleum
fueled engine, 1883

55. Ambition1
RISK - TAKING2
ENTREPRENEURS3
INNOVATION WANTS...

56. 15 DAYS OF ACCELERATION: 70 SESSIONS
Speakers, professors & corporates from top institutions shape the acceleration
Customer Discovery
Team Formation
Prototype & Launch
Business Model
Pitch to VCs = $€£
Get 1000 Customers
Week 1 Week 2 Week 3

57. A STARTUP JOURNEY @EIA

58. WITH A RIGHT TEAM YOU CAN UNLOCK
HUMAN POTENTIAL IN A WAY NEVER
BEFORE & GET THEM TO ACHIEVE
UNBELIEVABLE THINGS

59. "If today were the last day of my
life, would I want to do what I am
about to do today?"

60. Global University Alliance
500+ Top Universities

62. THANK
YOU
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