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It will soon be the third anniversary of the publication of Eric Ries's book, "The Lean Startup." The Lean Startup Method is the tsunami that will sweep all domains and levels of innovation. Yet sub-optimal tools like the BUSINESS MODEL CANVAS and LEAN CANVAS don't do justice to the power and versatility of the Lean Startup Method. The Vision-Strategy-Product (VSP) Yacht - which is based on Ries's VSP pyramid - visually presents a framework for comprehensively, rapidly, and correctly applying the Lean Startup Method. http://goo.gl/m3iGdI
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#VSPYacht. Dr. Rod King. [email protected] & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
1 2 3 4 5
MARKET
PRODUCT
STRATEGY VISION
Big Urgent Market Problem (BUMP: Trade-‐off)
INNOVATOR
INTEGRATOR
DREAM (INNOVATION) TEAM
EVANGELIST
VISIONARY
PROBLEM DISCOVERER
What would “X” do?
#VSPYacht. Dr. Rod King. [email protected] & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) 1 2 3 4 5
Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
#VSPYacht. Dr. Rod King. [email protected] & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
1 2 3 4 5
MARKET
PRODUCT
STRATEGY VISION
Big Urgent Market Problem (BUMP: Trade-‐off)
#VSPYacht. Dr. Rod King. [email protected] & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
1 2 3 4 5
MARKET
PRODUCT
STRATEGY VISION
Big Urgent Market Problem (BUMP: Trade-‐off)
Where currently are we?
How should we get there?
Where must we go?
#VSPYacht. Dr. Rod King. [email protected] & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
1 2 3 4 5
MARKET
PRODUCT
STRATEGY VISION
Big Urgent Market Problem (BUMP: Trade-‐off)
Where currently are we?
Pivot
INNOVATION MANAGEMENT: Find Fitness
North Star
(Tune Customer Growth Engine)
(Change Bus. Model Archetype)
Market Discovery (Get Out Of Enterprise) How
should we get there? Learning/Op=miza=on
Red Ocean (Problem)
Blue Ocean (SoluLon) Where must we go?
#VSPYacht. Dr. Rod King. [email protected] & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
1 2 3 4 5
MARKET
PRODUCT
STRATEGY VISION
Big Urgent Market Problem (BUMP: Trade-‐off)
Where currently are we?
Pivot
INNOVATION MANAGEMENT: Find Fitness
North Star
(Tune Customer Growth Engine)
(Change Bus. Model Archetype)
Market Discovery (Get Out Of Enterprise) How
should we get there? Learning/Op=miza=on
Red Ocean (Problem)
Blue Ocean (SoluLon)
q Where to play? q How to win? q What are required capabiliLes? q What are reqd mngt systems? q What is the winning aspiraLon? Where must we go?
A Vision-‐Strategy-‐Product (VSP) Yacht is
A “Vehicle”, Roadmap, or Agile Plan For
Rapidly Managing and Achieving a Vision Especially Under Condibons of
Extreme Uncertainty
#VSPYacht. Dr. Rod King. [email protected] & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
1 2 3 4 5
MARKET (Customer/
User)
PRODUCT (Pretotype/Prototype/
Pilot/Full-‐scale)
STRATEGY VISION
(Leap of Faith/Mission/Goal Hierarchy/Values; Value ProposiLon)
Big Urgent Market Problem (BUMP: Trade-‐off)
#VSPYacht. Dr. Rod King. [email protected] & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
1 2 3 4 5
MARKET (Customer/
User)
PRODUCT (Pretotype/Prototype/
Pilot/Full-‐scale)
STRATEGY VISION
(Leap of Faith/Mission/Goal Hierarchy/Values; Value ProposiLon)
Big Urgent Market Problem (BUMP: Trade-‐off)
Key : Build-‐Measure-‐Learn Loop
#VSPYacht. Dr. Rod King. [email protected] & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
1 2 3 4 5
MARKET (Customer/
User)
PRODUCT (Pretotype/Prototype/
Pilot/Full-‐scale)
STRATEGY VISION
(Leap of Faith/Mission/Goal Hierarchy/Values; Value ProposiLon)
Big Urgent Market Problem (BUMP: Trade-‐off)
Key : Build-‐Measure-‐Learn Loop
#VSPYacht. Dr. Rod King. [email protected] & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
1 2 3 4 5
MARKET (Customer/
User)
PRODUCT (Pretotype/Prototype/
Pilot/Full-‐scale)
STRATEGY VISION
(Leap of Faith/Mission/Goal Hierarchy/Values; Value ProposiLon)
Big Urgent Market Problem (BUMP: Trade-‐off)
CS
PS
KA
BUMP
Visn (VP)
#VSPYacht. Dr. Rod King. [email protected] & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
MARKET (Customer/
User)
PRODUCT (Pretotype/Prototype/
Pilot/Full-‐scale)
STRATEGY VISION
(Leap of Faith/Mission/Goal Hierarchy/Values; Value ProposiLon)
Big Urgent Market Problem (BUMP: Trade-‐off)
1 2 3 4 5
CS
PS
KA
BUMP
Visn (VP)
#VSPYacht. Dr. Rod King. [email protected] & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
MARKET (Customer/
User)
PRODUCT (Pretotype/Prototype/
Pilot/Full-‐scale)
STRATEGY VISION
(Leap of Faith/Mission/Goal Hierarchy/Values; Value ProposiLon)
Big Urgent Market Problem (BUMP: Trade-‐off)
1 2 3 4 5
#VSPYacht. Dr. Rod King. [email protected] & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
MARKET (Customer/
User)
PRODUCT (Pretotype/Prototype/
Pilot/Full-‐scale)
STRATEGY VISION
(Leap of Faith/Mission/Goal Hierarchy/Values; Value ProposiLon)
Big Urgent Market Problem (BUMP: Trade-‐off)
Strategy-‐Business Model Fit (Strategic Problem Solving)
Product-‐Market Fit (OperaLonal Problem Solving)
1 2 3 4 5
Problem-‐Solu9on Fit (Visionary Problem
Solving)
#VSPYacht. Dr. Rod King. [email protected] & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
MARKET (Customer/
User)
PRODUCT (Pretotype/Prototype/
Pilot/Full-‐scale)
STRATEGY VISION
(Leap of Faith/Mission/Goal Hierarchy/Values; Value ProposiLon)
Big Urgent Market Problem (BUMP: Trade-‐off)
1 2 3 4 5
Problem-‐Solu9on Fit (Visionary Problem
Solving)
Strategy-‐Business Model Fit (Strategic Problem Solving)
Product-‐Market Fit (OperaLonal Problem Solving)
#VSPYacht. Dr. Rod King. [email protected] & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
MARKET (Customer/
User)
PRODUCT (Pretotype/Prototype/
Pilot/Full-‐scale)
STRATEGY VISION
(Leap of Faith/Mission/Goal Hierarchy/Values; Value ProposiLon)
Big Urgent Market Problem (BUMP: Trade-‐off)
1 2 3 4 5
Strategy-‐Business Model Fit (Strategic Problem Solving)
Product-‐Market Fit (OperaLonal Problem Solving)
Problem-‐Solu9on Fit (Visionary Problem
Solving)
#VSPYacht. Dr. Rod King. [email protected] & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
1 2 3 4 5
Strategy-‐Business Model Fit (Strategic Problem Solving)
Product-‐Market Fit (OperaLonal Problem Solving)
Problem-‐Solu9on Fit (Visionary Problem
Solving)
#VSPYacht. Dr. Rod King. [email protected] & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
1 2 3 4 5
#VSPYacht. Dr. Rod King. [email protected] & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
1 2 3 4 5
#VSPYacht. Dr. Rod King. [email protected] & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
1 2 3 4 5
CS
PS
KA
BUMP
Visn (VP)
#VSPYacht. Dr. Rod King. [email protected] & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
1 2 3 4 5
Who is the customer/user?
What is the product/service?
What is the strategy (business model)?
What is the vision/solubon (Value Proposi=on)?
What is the big problem (trade-‐off)?
CS
PS
KA
BUMP
Visn (VP)
#VSPYacht. Dr. Rod King. [email protected] & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
1 2 3 4 5
Who is the customer/user?
What is the product/service?
What is the strategy (business model)?
What is the big problem (trade-‐off)?
What is the vision/solubon (Value Proposi=on)?
#VSPYacht. Dr. Rod King. [email protected] & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
1 2 3 4 5
Example
#VSPYacht. Dr. Rod King. [email protected] & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Industry/Market/Customer Goal (Job To Get Done): Listen to music (everywhere) 1 2 3 4 5
Who is the customer/user?
What is the product/service?
What is the strategy (business model)?
What is the vision/solubon (Value Proposi=on)?
What is the big problem (trade-‐off)?
CS
PS
KA
BUMP
Visn (VP)
Apple’s Vision-‐Strategy-‐Product (VSP)
#VSPYacht. Dr. Rod King. [email protected] & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Industry/Market/Customer Goal (Job To Get Done): Listen to music (everywhere) 1 2 3 4 5
Who is the customer/user?
What is the product/service?
What is the strategy (business model)?
What is the vision/solubon (Value Proposi=on)?
What is the big problem (trade-‐off)?
CS
PS
KA
BUMP
Visn (VP)
q Bulky q Expensive q “Ugly” q Complex to use
q Limited Song Storage q Limited Ba;ery Life
Apple’s Vision-‐Strategy-‐Product (VSP)
PEOPLE LOVE TO LISTEN TO MUSIC BUT MUSIC PLAYERS SUCK
#VSPYacht. Dr. Rod King. [email protected] & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Industry/Market/Customer Goal (Job To Get Done): Listen to music (everywhere) 1 2 3 4 5
Who is the customer/user?
What is the product/service?
What is the strategy (business model)?
What is the vision/solubon (Value Proposi=on)?
What is the big problem (trade-‐off)?
CS
PS
KA
BUMP
Visn (VP)
A Thousand Songs (Your Music Library) in Your Pocket
q Bulky q Expensive q “Ugly” q Complex to use
q Limited Song Storage q Limited Ba;ery Life
Apple’s Vision-‐Strategy-‐Product (VSP)
PEOPLE LOVE TO LISTEN TO MUSIC BUT MUSIC PLAYERS SUCK
#VSPYacht. Dr. Rod King. [email protected] & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Industry/Market/Customer Goal (Job To Get Done): Listen to music (everywhere) 1 2 3 4 5
Who is the customer/user?
What is the product/service?
What is the strategy (business model)?
What is the vision/solubon (Value Proposi=on)?
What is the big problem (trade-‐off)?
CS
PS
KA
BUMP
Visn (VP)
A Thousand Songs (Your Music Library) in Your Pocket
q Bulky q Expensive q “Ugly” q Complex to use
q Limited Song Storage q Limited Ba;ery Life
Apple’s Vision-‐Strategy-‐Product (VSP)
PEOPLE LOVE TO LISTEN TO MUSIC BUT MUSIC PLAYERS SUCK
q SLIM q Expensive q “COOL” q SIMPLE
q LARGE Song Storage q LONG Ba;ery Life
#VSPYacht. Dr. Rod King. [email protected] & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Industry/Market/Customer Goal (Job To Get Done): Listen to music (everywhere) 1 2 3 4 5
Who is the customer/user?
What is the product/service?
What is the strategy (business model)?
What is the vision/solubon (Value Proposi=on)?
What is the big problem (trade-‐off)?
CS
PS
KA
BUMP
Visn (VP)
A Thousand Songs (Your Music Library) in Your Pocket
PEOPLE LOVE TO LISTEN TO MUSIC BUT MUSIC PLAYERS SUCK
q Bulky q Expensive q “Ugly” q Complex to use
q Limited Song Storage q Limited Ba;ery Life
q Customer: Blue Ocean Strategy – Simplicity & High Performance q Business: Luxury Spot Strategy – High Price & High Revenue (High Profit Margin)
Apple’s Vision-‐Strategy-‐Product (VSP)
q SLIM q Expensive q “COOL” q SIMPLE
q LARGE Song Storage q LONG Ba;ery Life
#VSPYacht. Dr. Rod King. [email protected] & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Industry/Market/Customer Goal (Job To Get Done): Listen to music (everywhere) 1 2 3 4 5
Who is the customer/user?
What is the product/service?
What is the strategy (business model)?
What is the vision/solubon (Value Proposi=on)?
What is the big problem (trade-‐off)?
CS
PS
KA
BUMP
Visn (VP)
Portable, Digital Music Player (iPod – Classic)
A Thousand Songs (Your Music Library) in Your Pocket
q Bulky q Expensive q “Ugly” q Complex to use
q Limited Song Storage q Limited Ba;ery Life
q Customer: Blue Ocean Strategy – Simplicity & High Performance q Business: Luxury Spot Strategy – High Price & High Revenue (High Profit Margin)
Apple’s Vision-‐Strategy-‐Product (VSP)
PEOPLE LOVE TO LISTEN TO MUSIC BUT MUSIC PLAYERS SUCK
q SLIM q Expensive q “COOL” q SIMPLE
q LARGE Song Storage q LONG Ba;ery Life
#VSPYacht. Dr. Rod King. [email protected] & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Industry/Market/Customer Goal (Job To Get Done): Listen to music (everywhere) 1 2 3 4 5
Who is the customer/user?
What is the product/service?
What is the strategy (business model)?
What is the vision/solubon (Value Proposi=on)?
What is the big problem (trade-‐off)?
CS
PS
KA
BUMP
Visn (VP)
Portable, Digital Music Player (iPod – Classic)
A Thousand Songs (Your Music Library) in Your Pocket
q Bulky q Expensive q “Ugly” q Complex to use
q Limited Song Storage q Limited Ba;ery Life
q Customer: Blue Ocean Strategy – Simplicity & High Performance q Business: Luxury Spot Strategy – High Price & High Revenue (High Profit Margin)
Apple’s Vision-‐Strategy-‐Product (VSP)
PEOPLE LOVE TO LISTEN TO MUSIC BUT MUSIC PLAYERS SUCK
q SLIM q Expensive q “COOL” q SIMPLE
q LARGE Song Storage q LONG Ba;ery Life
#VSPYacht. Dr. Rod King. [email protected] & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Apple’s Vision-‐Strategy-‐Product (VSP)
Industry/Market/Customer Goal (Job To Get Done): Listen to music (everywhere) 1 2 3 4 5
CS
PS
KA
BUMP
Visn (VP)
Portable, Digital Music Player (iPod – Classic)
A Thousand Songs (Your Music Library) in Your Pocket
q Bulky q Expensive q “Ugly” q Complex to use
q Limited Song Storage q Limited Ba;ery Life
q Customer: Blue Ocean Strategy – Simplicity & High Performance q Business: Luxury Spot Strategy – High Price & High Revenue (High Profit Margin)
Strategy-‐Business Model Fit (Strategic Problem Solving)
Product-‐Market Fit (OperaLonal Problem Solving)
Problem-‐Solu9on Fit (Visionary Problem
Solving)
PEOPLE LOVE TO LISTEN TO MUSIC BUT MUSIC PLAYERS SUCK
q SLIM q Expensive q “COOL” q SIMPLE
q LARGE Song Storage q LONG Ba;ery Life
APPENDIX
How Might Our Vision-‐Strategy-‐Product (VSP) Yacht
Be Capsized and/or Wrecked?
#VSPYacht. Dr. Rod King. [email protected] & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
1 2 3 4 5
RISKS q Search Risk q Planning Risk q Scale Risk q Business Model Risk q Organizabonal Risk q Management Risk
#VSPYacht. Dr. Rod King. [email protected] & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
1 2 3 4 5
TO DO DONE DOING
#VSPYacht. Dr. Rod King. [email protected] & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
1 2 3 4 5
Forces Against
Forces For
#VSPYacht. Dr. Rod King. [email protected] & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
1 2 3 4 5
New Entrants (Startups)
Subs=-‐tutes
(Incumbents)
#VSPYacht. Dr. Rod King. [email protected] & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
1 2 3 4 5
Comple-‐mentors
Influenc-‐ers
New Entrants (Startups)
Subs=-‐tutes
(Incumbents)
#VSPYacht. Dr. Rod King. [email protected] & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
1 2 3 4 5
S: Strengths
O: Opportuni-‐
=es
W: Weaknesses
T: Threats
#VSPYacht. Dr. Rod King. [email protected] & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
Vision-‐Strategy-‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….………………………….
1 2 3 4 5
STRATEGY
Product
Market
Vision
Big Urgent Market Problem
Acknowledgement
The logic of the Vision-‐Strategy-‐Product Yacht is inspired by and extends the framework of Eric Ries’s Vision-‐Strategy-‐Pyramid on page 23 of his book, “The Lean Startup.”