Сам курс доступен в Coursera, ниже мои заметки из курса.


More or less business average


  • Where does innovation come from?
    • R&D Facility

    • Insight (from leader)

    • Partnership (colleagues, partners, clients)

    • Vision (Steve Jobs example)

    • Asking questions

      • Status Quo
    • Through iterations

    • Work of other

      • Keep your mind open

How to drive an innovation

  • What product
  • Whom to sell


Innovation Portfolio Matrix




  • Developing a new solution or way of doing smthg that drives differentiation and creates measurable value


  • Pursuing opportunities - often but not always based on innovation - without regard to the resources directly and currently controlled


  • Some of enterpreneurship contains all attributes

Why innovation so important?

100+ “Unicorns"

Fortune 500 firm

  • 1920: 67 years, today: 15 years

Drives growth in companies & economies

Attracts & retains talent

If you don’t innovate, your competitors will

Customer Interviews


  • People are lying! (people tell us what we want to hear, if you ask the wrong questions)

  • Talk about their life instead of your idea

  • Ask about specifics in the past

  • Listen!

  • Don’t sell!

Right direction (Learn to Launch)


  • Opprortunity

  • Vision & Values

  • Team


  • Customer Discovery

  • Prototypes

  • Product/Market fit


  • Products/MVP

  • Biz/Financial Models

  • Organization & Legal


  • Resources: $$ & People

  • Go-to-Market

  • Scale Operations

Entrepreneurial Sets


  • Customer Lifecycle

  • Persona

    • Fictional character who represents your target stakeholder

      • name

      • picture

      • demographics

  • Business Models

    • How you make your money with your business?


  • Customer Discovery

    • Problem to solve
  • Design Thinking & Rapid Prototyping

  • Pricing

  • Presentation


  • 10 Traits of Entrepreneur

    • Bias to Action

    • Welcome & Create Change

    • Focus on What Really Matters

    • Optimistic

    • Resourceful

    • Failure-Savvy

    • Resilient

    • Intensely Curious

    • Know your Customer

    • Ask for forgiveness not permissions

    • An entrepreneur is anyone who takes on a task without having all of the resources necessary to accomplish that task available at the outset.

  • Failure (the other “F” word)

    • Success rate

    • SNAFU

      • situation normal: all fucked up
    • Failure value cycle

      • How to recognize failure ASAP

      • Where failure is not an option? - select this option

      • What is your portfolio of failure zones?

      • Failure is simply an opportunity to begin again. This time, more intelligently. © Henry Ford

  • Pivoting

    • “Your screw up became my startup…”

      • “and my start-up will screw up before it growts up!”

Market & Customers

Pivoting must be

  • As you develop an innovative business, now how you can fine tune the market you adress

  • How are you going to address that particular market?

  • Plan an iterations

    • For pivoting


Temporary organization designed to search for a repeatable & scalable business model © Steve Blank, 2012

  • Goal of a Startup
    • TGDIYCMN (Total global domination in your chosen market niche)
  • Advantage
    • Speed of learning
    • Flexibility in strategy
    • Speed of execution
  • Common Mistakes
    • Full Scale Roll Out
      • Webvan example
        4.8$ on IPO, but sales only 350k$, and 50$ Mio losses
    • China Syndrome (only for some customers)
    • Selling to everyone everywhere
      • Breeze
        You have to be focus to
    • Selling to one customer

1. Market Segmentation

  • What to do?

    • Brainstorming with sticky notes win all potential markets

    • Get market data

    • Communicate with other responsible person to understand your market

      • LinkedIn
    • To find the market segment

  • Market segment definition

    • Customers within the market all buy similar products

      • repeatable
    • Customers have similar sales cycle and expects products to provide value in similar ways, so sales process is scalable

      • scalable
    • There is “word of mouth” between customers in the market, so they can serve as compelling and high-value references for each other in maker

      • to get marketing agents


  • What is it?

    • TAM = Total Addressable Market

      • How big at the end can become
    • SAM = Serviceable Addressable Market

      • Limited for the next few years
    • SOM = Serviceable Obtainable Market

      • What your market share can be?

      • Realistic

  • Per segmentation you have different percent of TAM>SAM>SOM

    • Choose the

3. Multi-criteria

  • Different criteria - Column

  • Segment

      • Buyer reason
  • Criteria

    • Size of market

    • customers

    • Access to decision making unit (DMU)

    • Innovation speed market

    • Your love for the market

    • MVP potential

    • Customer Pain?

  • Innovation curve

    • Innovators (2%)
    • Early adopters (14%)
    • Early/Late majority (34%)
    • Laggards (16%)
  • Beachhead Market

    • Your first entry into the market (TGDIYCMN)

    • Small enough to become a significant player

    • Big enough to generate some cash