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Creating a Culture of Experimentation (Lean Startup Conference talk)
Creating a Culture of Experimentation:Ideas and Best Practices Scott Cook Bharath Kadaba Joe Hernandez Carol Howe
Leaders Champion a Grand Challenge Create new businesses that improve the financial lives of Indians 150M+ farmers Help improve the financial lives of Indian farmers who Contribute 25% of GDP are struggling to make ends meet 60% of population dependent on agriculture
Small empowered team chooses “uncomfortably” narrowproblem to solve for farmers… Problem: Who should I sell the **Fasal** Okra produce to in order to realize the “best” price? Padra 95-105 Agent 9765590632 Baroda 00-115 Agent 9354240167 Solution: Personalized market price information and connection to buyer via daily text messages
Team adopts experiments as a way to make all decisions Fake-O-Backend Manually sent daily market prices via text messages – test in market within days! • 20+ Major Experiments • Overcame many “death threats” from management by staying lean • Always passing impossible toll gates!
Customer 1.2M Active farmers Benefit +20%farm income 2010 2011 2012
Leaders install experimentation culture and systems…to remove speed bumps in experimenters’ way New tools so teams can run many experiments without talking to Legal at all Legal • Mindset à Behavior • Democratize Action • Becomes How You Work
Leaders install experimentation culture and systems…to remove speed bumps in experimenters’ way Prototype New tools so teams can run many experiments without talking to Legal at all Legal • 5- 30K max # of testers for 2 months • Testers understand they are participating in research • Prototype does not actually complete transactions or collect user data • Our data stewardship principles apply à Behavior • Mindset • Collect only the info necessary to conduct test • Democratize Action • We do not collect credit card info • Becomes How You Work • Participants learn about pilot via communication to the gen public (and not targeted to any gov’t employees or agencies) • Testers may be given small token, if applicable, for their time • Complete patent brainstorm before sharing publicly
Leaders pull insights from successes and failures Amazing I woke up about an hour ago. Drank some coffee, talked on the phone and filed my taxes. Way to make filing no big deal at all, TurboTax. -– I like games.com, 1/20.2012 SnapTax Unbelievably Easy A five year old could do your taxes for you. Or a monkey. You choose - gsteve81, 2/12/2012 Great App So easy, so fast, might sound odd but this is one of my favorite apps that I only get to use once a year. – Jamie Cox, 2/23.2012 Freaking Amazing!!!!! Wife and I completely shocked at the ease and simplicity of the app! We usually cringe at tax time but this app made us not want to get a divorce preparing our taxes. Highly recommend for singles and married alike! – study76, 2/17/2012