[Applause]
[Music]
today I want to explore a concept to be
entrepreneurial what I realized is that
this word has been basically thrown
around so many times in so many contexts
that it’s kind of really lost its
meaning you think about corporate
training people tell you to be
entrepreneurial you go to school people
tell you that in your team you can be
entrepreneurial with your decisions
right
in fact I personally know business
people who starts business who are not
entrepreneurial and I know consultants
and bankers who are more entrepreneurial
than most of the start of people item so
what does that actually mean before we
really look into the idea of a person
being entrepreneurial let’s take a
closer look into the decision making
process your decisions shape who you are
in our lives when we have options in
front of us we’re doing something called
local optimization let’s say I go stand
in this circle this is the data that I
know I look into this data I think of
what’s the best possible option forward
I consider it I consider all options in
front of me I make a choice multiple
choice I picked the best decision and
make a lot of good decisions I follow up
with it I’ve become successful in life
that’s what everyone tells you to here’s
the deal you’re getting information
that’s well known you’re moving to a
point that everyone’s shooting for so
that’s what we call local optimization
even in big companies and innovative
thinkers and entrepreneurs know that
there is actually another global optimum
out there that we should look for and
this is often time very different from
your problem statement very different
from the job that you’re told to do in
fact this is mostly about understanding
the need of people knowing what drives
those problem statements that you get
this is when you can become entrepreneur
but the challenge is you start off with
this so you’re standing over here you’re
looking around you have a lot of tested
data you have a lot of proven data sets
you have those all those big data ever
about big data these days and you can
analyze however you want but this is all
you see it’s this mountain that you’re
on but not the other one so how do we go
there and if we don’t know it okay let’s
say I know that there’s a global optimum
nearby someone told me maybe I got it
from like a customer interview or
something and I try to get there and
then if you don’t know it you might end
up there you might end up there you know
that I’m there as well now actually in
fact in these cases you’re still pretty
lucky because the situation is that you
actually found the new mountain to climb
on you get onto this space you try to
learn from your location learn from what
you can learn from that type of solution
this is when entrepreneurs try out new
solutions right we learn from there and
then we find a way to move up the
mountain so we can climb this way and
eventually we’ll get to the top but in
worst case scenarios you actually end up
there it’s definitely possible that’s
why a lot of stars fail that’s why I
entrepreneurs I mean five percent
success rate is a very real thing
so being entrepreneur with your decision
it’s a risk and I accept that that’s a
risk but at least you know after you
jump up this way you’re not gonna jump
this direction again so jumping off the
cliff you also still learn something but
to map this out so that you don’t just
blindly take risks right design thinkers
actually have a way to look at it my
background came from Stanford and HPI
Design Thinking so let’s take a look at
it with a little bit more structure
feasibility and viability and
desirability this is the three circles
that you will always see for design
thinking slides you will always see this
is how you interpret them and how you
understand them that makes it
significant for you and useful for you
feasible side first thing it’s about
let’s say a business it’s
technologically feasible so meaning you
can actually create such a product it’s
not that you’re trying to create a
hoverboard
oh wait herbivore actually exists now I
think so let’s say you’re trying to
create a lightsaber then that doesn’t
exist and then the next thing is viable
viability that we talk about business
viability meaning
you do it in an affordable manner and
then desirability you need to make
things desirable to match the actual
customer to actually meet the need it’s
actually applicable in a personal
perspective as well feasible what’s your
capability your person what can you do
what can you do best that others can Oh
viable what’s worth your time all right
you need to make it sustainable if you
think of a certain job you’re going to
go for or getting into a relationship
what’s sustainable you don’t want to put
out too much of what you’re capable of
and then desirable what’s make what
makes you a desirable person you see how
this circle can actually be applied in
products in jobs and opportunities and
businesses so it’s how we analyze it and
for us a lot of times we confuse
feasibility with desirability we think
specs you think about the older
generation species how they market
themselves it’s always specs but Apple
came up create something that’s
unreasonably expensive that doesn’t have
better specs but people buy them because
they’re desirable so this is the
understanding of the landscape and these
three independent landscapes actually
adds up to form that landscape that was
talking about wherever you’re standing
whatever problem you turn to solve so
it’s important that we try to understand
each individual individual components
and if we think of it from a start-up
perspective let’s take a look at let’s
say East Coast startups they have a lot
of I mean in those interstates East
Coast we have a lot of Technology push
startups meaning you have a technology
first and then you find a market to
adopt it so they basically create a
spike in the technologically in the
feasibility playing field so they create
a spike over here they change the
playing field a little bit and then they
figure out a way to create it in a cheap
enough manner the master market and then
you find a market to match that product
so product market fit that’s the
technology push startup another kind of
startup for West Coast customer neat
pool startups we start with the
desirability what are some human needs
that are not met
and then we figure out what are new
technologies that have become available
and how can we create a viable business
model around it so you can see that
these do you think says up to give us
that playing field examples of that air
B&B right it’s nothing new but then they
have understood the landscape it’s not a
new technology it’s a technology that’s
been there Facebook as well LinkedIn as
well but the playing field probably on
the desirability size I guess I’ll talk
about it very soon after it’s about
human needs people start to be more
online than it used to be so that’s why
all of them this playing field change
and they capitalize on opportunity so
that’s for startup what about yourself
what about your job
what about things that you need to do
your relationships how does your playing
field look like what drives it so to me
to be entrepreneurial as to creatively
fulfilled needs fulfill to be able to
fulfill any needs you’ll need to do the
study of viability and feasibility make
sure you’re actually capable of doing so
and it’s worth your time and money and
eventually the solution will be meeting
a need notice that this is about meeting
needs it’s not about solving a problem
because the problem of statement that’s
given to you usually it’s inspired by
needs but you only see the problem
statement so if you try to come up with
a solution for that problem
you’re meeting it in a very superficial
level to impress to be entrepreneurial
to make the big next big bang you
probably need to look at needs be
inspired and go from there that’s why in
design thinking we have something called
neat finding literally finding leads
nothing special about these words but
what what is interesting about this
though is that needs are usually not
there for you to just understand you
need to go dig because for example Apple
versus Android you ask people whether
they are buying an iPhone why they are
buying an iPhone and then the answers is
always going to be always got a bigger
screen it’s nice UX and pop above about
I’ll tell you that’s all crap really
they buy iPhone because they one one
other they give you a reason afterwards
and why do the people buy
because they don’t like iPhone and they
go for Android it’s not even about the
specs or whatever that comes with it
it’s emotions it’s then you need to
understand those needs behind their
decision-making before you can as a
product designer design the next best
thing for them so when we look at needs
we look at it from a couple perspectives
pain relief panadol wrenches
screwdrivers something that’s functional
and now these days almost nothing can
stay at this level because even
screwdrivers start to have nice plastic
handles to make you feel comfortable
about using it to make you feel strong
when you use it and you can’t really
just have penile without marketing these
days and it all comes with marketing to
make you trust a brand so there is the
desire aspect of almost everything that
you need to think about so sometimes
this is starting to be obsolete you
think about startups we all used to talk
about solving a pain point but now
people ask how do you make your product
desirable and there’s barriers various
that stops you from delivering your
product to other people for yannick
right this is my sorry we do custom
watches the pain relief site we have a
little bit of that well no one really
needs to look at the watch to tell time
these days so what’s a pain relief it’s
when couples have been dating for three
plus years you have been giving special
gifts and you have exhausted your ideas
for like how many times in a row I see
people laughing and then it’s quite
difficult to come up with an impressive
gift so that’s when we come in and haha
we saved the day kind of deal so that’s
a pain really side of things desire well
the product is desirable it’s a custom
mechanical watch with a very affordable
price point with quality components and
you think about it then why aren’t we
like the biggest company in the world
and there are only five players in the
market right because of this barrier the
barrier would be if people want to
design something they are not impulse
buying
and guess what impulse buying apparently
is a bigger segment in this e-commerce
market no impulse buying and for watch
people don’t trust themselves the
designs on
nice so those are the barriers that we
need to understand we understand our
customers desire and pain relief to move
forward the same thing for persons same
thing in a relationship same thing in a
job
what’s your barrier that’s stopping
others from approaching you what’s a
barrier that’s stopping others from
trusting you what makes you a desirable
person to interact with all these are
very good questions to ask yourself to
to explore are you meeting the needs of
people around you people trying to serve
of your partner’s of your superiors and
the next thing is about celebrating
ambiguity because I just told you a lot
of things about need and I’m gonna tell
you to forget about it why most of the
decisions are making a subconscious
manner it’s emotional and then you come
up with logics afterwards like when I
told you a little bit earlier about
iPhones and androids think Tesla we can
go back to the previous slide pain
relief it’s not about a car that brings
you from point A to point B and they’re
getting tests off of that reason
obviously desire we look into that later
barriers charging problems battery
issues obviously they figure out a
solution to solve it like when they
started it because they knew that was a
barrier so so what’s the desire is it
about that acceleration that they claim
is going to be such a big selling point
I’m pretty sure no I don’t think anyone
for the gas for a Tesla and if someone
tells me it’s trying to be green I’ll
tell you that no because if there are so
many rich people on this earth that
cares about the planet will be living in
a much better planet today so what’s the
real desire behind it it takes a really
good product manager to basically tell
you that emotions matters it’s not the
reasons why they buy certain things it’s
the emotions behind it one of the
emotions that Tesla owner has right
what’s that emotion so make sure you
celebrate ambiguity it’s going to be
ambiguous people ask me okay need
finding you need find exercises we go to
a person we sit down with an in-depth
interview and then it takes us hours at
a time to know what one customer really
think about it takes time for you to
know another person that you care about
why do we trust the
data points and how do we bounce this
with with the whole big data analytics
that we have been talking about everyone
has been talking about in fact I think
both should coexist you use the data to
do local optimization remember the hill
that I told you guys about when you’re
standing on a spot we’re trying to find
the next best step to go forward getting
data helps you to move forward in the
right direction but if you’re jumping
off the cliff to find the next new
mountain you probably really need to
live with ambiguity and understand the
needs of people because that’s when you
actually can be inspired in where the
next global optimum can be and after you
hit the next mountain back to data
gathering and you’ll need to do all this
homework as well can’t really avoid that
no one can avoid any of those three
things feasibility viability and
desirability and then you hopefully you
can find a new mountain and climb it and
when you do this enough it turns into a
lifestyle automatically because you’ll
start to be okay with not having all the
concrete informations in front of you
before you make a certain decision right
you start to be able to take risk
educate at risk I might add because
after you jump off the cliff a couple of
times you know that jumping off a cliff
could be rewarding at times and after
you have tried those things even if you
fail you have a better context of why
you’re failing if you fail you start
over you ended up lower than you were
before you think but what you actually
have gained is a knowledge of that area
around you that you have launched
yourself to a new area and explored that
new place and you might have found a new
mountain to go for this takes practice
$10,000 rules definitely applies and if
everyone has taught you how to be
studying for feasibility and viability
in your life in school in tests we learn
all about that but there’s one thing on
desirability that we almost never learn
in school you never are tested to
understand a person’s need this is our
education systems problem we learn about
how to test whether we can do something
whether you have a capability of
something but we never never learn how
to care about the needs of people around
us
it’s not an education system so how do
we learn about that how do we do it by
practicing entrepreneurial lifestyle is
about constantly creatively fulfilling
needs so start by noticing people around
you noticing what they need instead of
just trying to think of how you can be
the best person think about yourself to
change the spotlight to someone else
notice their needs and try to fulfill
their needs
you’ll be surprised into what you can do
thank you
[Applause]
[Music]
[Music]
today I want to explore a concept to be
entrepreneurial what I realized is that
this word has been basically thrown
around so many times in so many contexts
that it’s kind of really lost its
meaning you think about corporate
training people tell you to be
entrepreneurial you go to school people
tell you that in your team you can be
entrepreneurial with your decisions
right
in fact I personally know business
people who starts business who are not
entrepreneurial and I know consultants
and bankers who are more entrepreneurial
than most of the start of people item so
what does that actually mean before we
really look into the idea of a person
being entrepreneurial let’s take a
closer look into the decision making
process your decisions shape who you are
in our lives when we have options in
front of us we’re doing something called
local optimization let’s say I go stand
in this circle this is the data that I
know I look into this data I think of
what’s the best possible option forward
I consider it I consider all options in
front of me I make a choice multiple
choice I picked the best decision and
make a lot of good decisions I follow up
with it I’ve become successful in life
that’s what everyone tells you to here’s
the deal you’re getting information
that’s well known you’re moving to a
point that everyone’s shooting for so
that’s what we call local optimization
even in big companies and innovative
thinkers and entrepreneurs know that
there is actually another global optimum
out there that we should look for and
this is often time very different from
your problem statement very different
from the job that you’re told to do in
fact this is mostly about understanding
the need of people knowing what drives
those problem statements that you get
this is when you can become entrepreneur
but the challenge is you start off with
this so you’re standing over here you’re
looking around you have a lot of tested
data you have a lot of proven data sets
you have those all those big data ever
about big data these days and you can
analyze however you want but this is all
you see it’s this mountain that you’re
on but not the other one so how do we go
there and if we don’t know it okay let’s
say I know that there’s a global optimum
nearby someone told me maybe I got it
from like a customer interview or
something and I try to get there and
then if you don’t know it you might end
up there you might end up there you know
that I’m there as well now actually in
fact in these cases you’re still pretty
lucky because the situation is that you
actually found the new mountain to climb
on you get onto this space you try to
learn from your location learn from what
you can learn from that type of solution
this is when entrepreneurs try out new
solutions right we learn from there and
then we find a way to move up the
mountain so we can climb this way and
eventually we’ll get to the top but in
worst case scenarios you actually end up
there it’s definitely possible that’s
why a lot of stars fail that’s why I
entrepreneurs I mean five percent
success rate is a very real thing
so being entrepreneur with your decision
it’s a risk and I accept that that’s a
risk but at least you know after you
jump up this way you’re not gonna jump
this direction again so jumping off the
cliff you also still learn something but
to map this out so that you don’t just
blindly take risks right design thinkers
actually have a way to look at it my
background came from Stanford and HPI
Design Thinking so let’s take a look at
it with a little bit more structure
feasibility and viability and
desirability this is the three circles
that you will always see for design
thinking slides you will always see this
is how you interpret them and how you
understand them that makes it
significant for you and useful for you
feasible side first thing it’s about
let’s say a business it’s
technologically feasible so meaning you
can actually create such a product it’s
not that you’re trying to create a
hoverboard
oh wait herbivore actually exists now I
think so let’s say you’re trying to
create a lightsaber then that doesn’t
exist and then the next thing is viable
viability that we talk about business
viability meaning
you do it in an affordable manner and
then desirability you need to make
things desirable to match the actual
customer to actually meet the need it’s
actually applicable in a personal
perspective as well feasible what’s your
capability your person what can you do
what can you do best that others can Oh
viable what’s worth your time all right
you need to make it sustainable if you
think of a certain job you’re going to
go for or getting into a relationship
what’s sustainable you don’t want to put
out too much of what you’re capable of
and then desirable what’s make what
makes you a desirable person you see how
this circle can actually be applied in
products in jobs and opportunities and
businesses so it’s how we analyze it and
for us a lot of times we confuse
feasibility with desirability we think
specs you think about the older
generation species how they market
themselves it’s always specs but Apple
came up create something that’s
unreasonably expensive that doesn’t have
better specs but people buy them because
they’re desirable so this is the
understanding of the landscape and these
three independent landscapes actually
adds up to form that landscape that was
talking about wherever you’re standing
whatever problem you turn to solve so
it’s important that we try to understand
each individual individual components
and if we think of it from a start-up
perspective let’s take a look at let’s
say East Coast startups they have a lot
of I mean in those interstates East
Coast we have a lot of Technology push
startups meaning you have a technology
first and then you find a market to
adopt it so they basically create a
spike in the technologically in the
feasibility playing field so they create
a spike over here they change the
playing field a little bit and then they
figure out a way to create it in a cheap
enough manner the master market and then
you find a market to match that product
so product market fit that’s the
technology push startup another kind of
startup for West Coast customer neat
pool startups we start with the
desirability what are some human needs
that are not met
and then we figure out what are new
technologies that have become available
and how can we create a viable business
model around it so you can see that
these do you think says up to give us
that playing field examples of that air
B&B right it’s nothing new but then they
have understood the landscape it’s not a
new technology it’s a technology that’s
been there Facebook as well LinkedIn as
well but the playing field probably on
the desirability size I guess I’ll talk
about it very soon after it’s about
human needs people start to be more
online than it used to be so that’s why
all of them this playing field change
and they capitalize on opportunity so
that’s for startup what about yourself
what about your job
what about things that you need to do
your relationships how does your playing
field look like what drives it so to me
to be entrepreneurial as to creatively
fulfilled needs fulfill to be able to
fulfill any needs you’ll need to do the
study of viability and feasibility make
sure you’re actually capable of doing so
and it’s worth your time and money and
eventually the solution will be meeting
a need notice that this is about meeting
needs it’s not about solving a problem
because the problem of statement that’s
given to you usually it’s inspired by
needs but you only see the problem
statement so if you try to come up with
a solution for that problem
you’re meeting it in a very superficial
level to impress to be entrepreneurial
to make the big next big bang you
probably need to look at needs be
inspired and go from there that’s why in
design thinking we have something called
neat finding literally finding leads
nothing special about these words but
what what is interesting about this
though is that needs are usually not
there for you to just understand you
need to go dig because for example Apple
versus Android you ask people whether
they are buying an iPhone why they are
buying an iPhone and then the answers is
always going to be always got a bigger
screen it’s nice UX and pop above about
I’ll tell you that’s all crap really
they buy iPhone because they one one
other they give you a reason afterwards
and why do the people buy
because they don’t like iPhone and they
go for Android it’s not even about the
specs or whatever that comes with it
it’s emotions it’s then you need to
understand those needs behind their
decision-making before you can as a
product designer design the next best
thing for them so when we look at needs
we look at it from a couple perspectives
pain relief panadol wrenches
screwdrivers something that’s functional
and now these days almost nothing can
stay at this level because even
screwdrivers start to have nice plastic
handles to make you feel comfortable
about using it to make you feel strong
when you use it and you can’t really
just have penile without marketing these
days and it all comes with marketing to
make you trust a brand so there is the
desire aspect of almost everything that
you need to think about so sometimes
this is starting to be obsolete you
think about startups we all used to talk
about solving a pain point but now
people ask how do you make your product
desirable and there’s barriers various
that stops you from delivering your
product to other people for yannick
right this is my sorry we do custom
watches the pain relief site we have a
little bit of that well no one really
needs to look at the watch to tell time
these days so what’s a pain relief it’s
when couples have been dating for three
plus years you have been giving special
gifts and you have exhausted your ideas
for like how many times in a row I see
people laughing and then it’s quite
difficult to come up with an impressive
gift so that’s when we come in and haha
we saved the day kind of deal so that’s
a pain really side of things desire well
the product is desirable it’s a custom
mechanical watch with a very affordable
price point with quality components and
you think about it then why aren’t we
like the biggest company in the world
and there are only five players in the
market right because of this barrier the
barrier would be if people want to
design something they are not impulse
buying
and guess what impulse buying apparently
is a bigger segment in this e-commerce
market no impulse buying and for watch
people don’t trust themselves the
designs on
nice so those are the barriers that we
need to understand we understand our
customers desire and pain relief to move
forward the same thing for persons same
thing in a relationship same thing in a
job
what’s your barrier that’s stopping
others from approaching you what’s a
barrier that’s stopping others from
trusting you what makes you a desirable
person to interact with all these are
very good questions to ask yourself to
to explore are you meeting the needs of
people around you people trying to serve
of your partner’s of your superiors and
the next thing is about celebrating
ambiguity because I just told you a lot
of things about need and I’m gonna tell
you to forget about it why most of the
decisions are making a subconscious
manner it’s emotional and then you come
up with logics afterwards like when I
told you a little bit earlier about
iPhones and androids think Tesla we can
go back to the previous slide pain
relief it’s not about a car that brings
you from point A to point B and they’re
getting tests off of that reason
obviously desire we look into that later
barriers charging problems battery
issues obviously they figure out a
solution to solve it like when they
started it because they knew that was a
barrier so so what’s the desire is it
about that acceleration that they claim
is going to be such a big selling point
I’m pretty sure no I don’t think anyone
for the gas for a Tesla and if someone
tells me it’s trying to be green I’ll
tell you that no because if there are so
many rich people on this earth that
cares about the planet will be living in
a much better planet today so what’s the
real desire behind it it takes a really
good product manager to basically tell
you that emotions matters it’s not the
reasons why they buy certain things it’s
the emotions behind it one of the
emotions that Tesla owner has right
what’s that emotion so make sure you
celebrate ambiguity it’s going to be
ambiguous people ask me okay need
finding you need find exercises we go to
a person we sit down with an in-depth
interview and then it takes us hours at
a time to know what one customer really
think about it takes time for you to
know another person that you care about
why do we trust the
data points and how do we bounce this
with with the whole big data analytics
that we have been talking about everyone
has been talking about in fact I think
both should coexist you use the data to
do local optimization remember the hill
that I told you guys about when you’re
standing on a spot we’re trying to find
the next best step to go forward getting
data helps you to move forward in the
right direction but if you’re jumping
off the cliff to find the next new
mountain you probably really need to
live with ambiguity and understand the
needs of people because that’s when you
actually can be inspired in where the
next global optimum can be and after you
hit the next mountain back to data
gathering and you’ll need to do all this
homework as well can’t really avoid that
no one can avoid any of those three
things feasibility viability and
desirability and then you hopefully you
can find a new mountain and climb it and
when you do this enough it turns into a
lifestyle automatically because you’ll
start to be okay with not having all the
concrete informations in front of you
before you make a certain decision right
you start to be able to take risk
educate at risk I might add because
after you jump off the cliff a couple of
times you know that jumping off a cliff
could be rewarding at times and after
you have tried those things even if you
fail you have a better context of why
you’re failing if you fail you start
over you ended up lower than you were
before you think but what you actually
have gained is a knowledge of that area
around you that you have launched
yourself to a new area and explored that
new place and you might have found a new
mountain to go for this takes practice
$10,000 rules definitely applies and if
everyone has taught you how to be
studying for feasibility and viability
in your life in school in tests we learn
all about that but there’s one thing on
desirability that we almost never learn
in school you never are tested to
understand a person’s need this is our
education systems problem we learn about
how to test whether we can do something
whether you have a capability of
something but we never never learn how
to care about the needs of people around
us
it’s not an education system so how do
we learn about that how do we do it by
practicing entrepreneurial lifestyle is
about constantly creatively fulfilling
needs so start by noticing people around
you noticing what they need instead of
just trying to think of how you can be
the best person think about yourself to
change the spotlight to someone else
notice their needs and try to fulfill
their needs
you’ll be surprised into what you can do
thank you
[Applause]
[Music]
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