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The 7 Habits of
Breakthrough Innovators
Amy Jo Kim, Ph.D.
co-founder, shufflebrain.com
#Getting2Alpha
What
we’ll
cover
Introduction
What
we’ll
cover
Introduction
7 Habits of Breakthrough Innovators
What
we’ll
cover
Introduction
7 Habits of Breakthrough Innovators
3 Smart Shortcuts to get you started
Introduction
A hunch is creativity trying
to tell you something.
Frank Capra
Filmmaker
You’ve come up with a
great idea
How do you
know if it’s
the right one?
Amy Jo Kim, Ph.D.
Co-Founder & Creative Director
shufflebrain.com
Creator & Head Coach
getting2alpha.com
We partner with great teams to create
smart games for a connected world
What can we
learn from
breakthrough
innovations?
Can we
validate
product ideas
better,
smarter,
faster?
7 Habits
of Breakthrough
Innovators
You can use an eraser on
the drafting table – or a
sledgehammer on the
construction si...
Habit 1
Think like
a scientist
Run small,
high-learning
MVP experiments
To increase your chances of
success, minimize time
through the
Build-Measure-Lear...
Ask the hard,
important
questions
upfront
Ideas
Design
&
Build
Product
Measure
Data
Learn
What
keeps people
engaged in a
virtual
dollhouse
simulation?
What social
systems can
build trust in
an online
marketplace?
Can non-musicians
play plastic
instruments &
feel like a band
making music?
Will fashion-loving,
young women play a
dress-up game
with real
designer clothes?
Will people
subscribe to a
digital service
that delivers
daily happiness
exercises?
Habit 2
Laser-focus on
Early Adopters
Find & delight
your early
adopters FIRST
Early adopters will put up
with cost & ridicule for
innovations that meet
real ne...
Crossing the
Chasm
Geoffrey Moore, 1992
Innovation
Diffusion
Theory
Everett Rogers, 1961
Harvest ideas &
feedback for
key systems
Cultivate
relationships with
content creators
Learn the habits
of SuperFans
Habit 3
Learn about
customers’
needs & habits
Piggyback on
existing habits
“The chains of habit are
too weak to be felt until
they are too strong
to be broken.”
Samuel ...
Conduct field
interviews with
Early Adopters
speed interviews
quickly surface
patterns &
insights
Habit 4
Create a culture of
iterative testing
Test early,
test often
There is nothing quite so
useless as doing with great
efficiency something that
should not be done at...
Make it a habit:
Setup a weekly
playtest /interview
Evolve your testers
start small & focused
then expand audience
as product matures
Habit 5
Cultivate a
customer feedback
community
Listen in as
customers talk
with each other
To listen fully means to
pay close attention to
what is being said
beneath the...
Create a private
group for
Early Adopters
Offer new
channels/groups
for later customers
Ideas
Design
&
Build
Product
Measure
Data
Learn Habit 6
Test & refine the
Core Loop early
What is —
and isn’t —
a Core Loop?
In a loop, you’re learning a
skill and updating your
mental model. That’s what
leads to...
Fake
landing page?
Fake
landing page?
X
Operant
Conditioning
AKA
Skinner Box?
Operant
Conditioning
AKA
Skinner Box?
X
Skill-building =
making customers
more awesome
Skill-building
habit loop
Engaging
activity
+
internal urge
fuel the loop
Feedback
supports
learning &
mastery
Investment
and triggers
pull people
back
Clash of
Clans
Core Loop
urge for a
fun social
activity
Play a Song
Together
Get Score,
Accolades, $$
Develop skill,
play harder
songs
Core Loop
urge for a
quick social
break
Read &
Respond to
Updates
Check
Notifications
& Stats
Read &
Respond to
DMs
Core Loop
Engaging
activities fuel
the loop
Feedback &
progress
light the way
Triggers &
investment
pull customers
back
Habit 7
Create a path
to Mastery
Ralph Waldo Emerson
Ideas
Design
&
Build
Product
Measure
Data
Learn
“Every artist was
first an amateur.”
Engage
customers with
progressive
skill-building
Empower
enthusiasts with
tools, access &
privileges
Test
wireframes /
mockups / ideas
with
Early Adopters
Build aspirational
progression
systems
Surface &
empower
high-skill customers
Engage
enthusiasts with
in-world
powers
1. Think like a scientist
2. Laser-focus on Early Adopters
3. Learn about customers’ needs & habits
4. Create a culture of...
3 Smart Shortcuts
that turbo-charge
your path to
product/market fit
You’ve got to jump off cliffs
all the time and build your...
Shortcut 1
The MVP Canvas
Clarify your product strategy
Identify strengths, values & success metrics
Prioritize your highest-risk assumptions
Shortcut 2
Early Adopter
Funnel
Interview 10-15
Early Adopters
(5-10 min per interview)
Ask just a few
revealing
questions
Daily Habits
Beliefs & Ideas
Unmet Needs
Find enthusiastic
early customers +
actionable insights
Shortcut 3
Habit Stories
Turn customer
insights into
design-ready
job stories
When _________
I want to ______________
so I can _____________
trigge...
Look for an
Existing Habit
paired with an
Unmet Need
Piggyback your
Core Loop
on an existing
(habit + need)
MVP Canvas BEFORE
Young women
(18-30) who play
mobile fashion
games
Aspirational
dress-up in
designer fashion
PLUS celebri...
MVP Canvas BEFORE
Young women
(18-30) who play
mobile fashion
games
Aspirational
dress-up in
designer fashion
PLUS celebri...
MVP Canvas BEFORE
Young women
(18-30) who play
mobile fashion
games
Aspirational
dress-up in
designer fashion
PLUS celebri...
MVP Canvas BEFORE
Young women
(18-30) who play
mobile fashion
games
Aspirational
dress-up in
designer fashion
PLUS celebri...
Early
Adopter
Funnel:
How we did it
•  15 young women 18-40 who play
mobile fashion games
•  Recruited from existing playe...
•  15 young women 18-40 who play
mobile fashion games
•  Recruited from existing player
base & Craigslist ads
WHO
WHAT
•  ...
•  15 young women 18-40 who play
mobile fashion games
•  Recruited from existing player
base & Craigslist ads
WHO
WHAT
WHE...
Key Results:
3 Activity
Patterns
Fashion Browser
Want to immerse themselves in a
beautiful aspirational world that keeps
t...
“When I’m tired after a long day at work, I
want to flop on the couch and get the
escapist, immersive hit of flipping
throug...
Fashion
Browser
Habit Story
When I
need to relax after a long day at work
I want to
see gorgeous, creative outfits – made
f...
Co-Creator
Early Adopter Quote
“Patti told me to put these shoes and
belt together. I would never think of
that, but it TO...
Co-Creator
Habit Story
When I
need to dress up for an important event
I want to
raid my friend’s closet and get her
feedba...
Armchair
Stylist
Early Adopter Quote
“I LOVE the idea of a game that lets me
rate my friends’ outfits and tell them how
to ...
Armchair
Stylist
Habit Story
When I
give fashion feedback to others
I want to
Know that my feedback had an effect
So I can
...
MVP Canvas AFTER
Young women
(18-30) who play
mobile fashion
games
F2P co-op game
with real-world
fashion content
and hot ...
MVP Canvas AFTER
Young women
(18-30) who play
mobile fashion
games
F2P co-op game
with real-world
fashion content
and hot ...
MVP Canvas AFTER
Young women
(18-30) who play
mobile fashion
games
F2P co-op game
with real-world
fashion content
and hot ...
Iterative lo-fi play-testing with the right early adopters
à Hit Game
Try these techniques for yourself
getting2alpha.com/shortcuts
Turbo-charge
your path to
product/market fit
getting2alpha.com
Startup
Teams
Product
Leaders
Innovative
Companies
Let’s stay
in touch
amyjokim@gmail.com
@amyjokim
amyjokim.com
Crossing the Chasm Geoffrey Moore,
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Crossing the
Chasm
Geoffrey Moore, 1992

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