コミュニケーションを中心に設計する

 

和波さんという Lean Start Up Japanという新規事業立ち上げコンサル(?)を行う団体の方のワークショップを受けてきました。「リーンスタートアップ」という言葉自体はもう2,3年くらい前から日本でも流行り始めていて、起業とか考えた事ある人ならだれでもあの有名な青い書籍は読んだことあるのではないかと思います。

自分自身、起業に興味が出てきた時点であの書籍は手にしていたし、今でも迷う度に教科書的な使い方をしていて、受験期の参考書のように結構ボロボロになってきています。

その一方で、中身が正確に把握できているか、そこに書かれている事を実践できているか、という点に関しては疑問が残るというか明確にNOでした。全然良いプロダクトを作れていないので。

今回受けさせていただいたワークショップは、そのより実践的な取り組み方の説明で、特にそもそもビジネス経験もあまりない無謀なスタートアップでもできるような設計がなされていた様に思います。

書籍に書かれていることを正確に理解し、実践に移すのも、できなくはないけど実情として難しかったり誤解があって、何より「なれない事をして余計に時間が掛かる」はリーンスタートアップの真逆になってますよね。だったら既にできることに着目してできるだけリーンなやり方を取り入れましょう。というのが今回のテーマでした。(多分)

個人的にもかなり悩んでいた事なだけあって、今後もがっつり取り入れて行きたいと思ったので、備忘録も含めこちらで紹介させていただきます。

「とにかくムダを省く」がリーンスタートアップ

これは自分なりの解釈なので、本来のモノとはずれている危険性も十分にあるのでご注意お願いします。
今回のワークショップで”前提”として強調されていたのがこの2つ。
「起業家の思い込みを小分けにして検証しましょう」
「顧客の抱える課題を何より先に把握して、その後にソリューションを考えましょう」

だったのですが、要は「全体への影響度が最も大きいことが後になってわかっても困っちゃうよね」ってことだと思います。
その時に一番大事なのがまずは顧客の抱える課題で、ソリューションを考えた後に課題が違ったことがわかったんじゃ考えたソリューション全部意味なかったね。みたいな”ムダ”を極力なくすのが「リーンスタートアップ」の基本的な概念、というかムダはムダなんだから無いに越したことはないっすよね。

数百万円だけを握りしめて勝負するスタートアップなんて、そのわずかなムダが命取りになったりするのかもしれません。

難しいのは「どうやって」リーンに行うか

「ムダを出来るだけ無くした方がいい」そんなのは当たり前です。それより問題なのは、”どうやって実際にそれを適用するか”ってとこです。今回のワークショップでの焦点も
「リーンスタートアップ素晴らしいよ!」ってことではなく、
「どうやって」リーンにスタートアップするの?
ってとこでした。
・誰にでも出来るわかりやすい方法で
・できるだけ低コストでマーケットからのフィードバックを得る
ができれば「顧客の抱える課題を明らかにして思い込みを捨てる」ことができるわけです。

避けては通れない、”マーケットとのコミュニケーション”をまず初めに行う

そこで着目されたのが「マーケットとのコミュニケーション」なようです。

スクリーンショット 2014-01-09 07.11.23

サービスがリリースされて、顧客からのフィードバックを得るまでの流れを簡単に図にするとこんな感じです。

本当は「⑦使った感想を言う」みたいなのもあるはずなのですが、そもそも課題を捉える時点で間違ってたサービスってランディングページの段階で”これは使わん”って判断されてしまったりします。だとしたら、まず後半の④⑤⑥から開始して、そこから顧客からの学びを活かして仮説とソリューションを固めて実際にサービスを作ってしまえば、
「ランディングページの段階で使われない」
「そもそもニーズが全くない」
状況が防げるわけですね。

勿論「うまく説明できなかっただけでサービスが悪かった訳ではない」可能性とかもあるのですが、だからこそ”どう伝えるか”を先に考えてしまうのが楽なわけです。そして何より現在の環境では「まず顧客にサービスを理解し、解決する課題に共感してもらう」
プロセスは避けては通れません。だったらまずそれを先に固めた方がいろいろ早いですよね。

まず”プレスリリースを作る”という考え方

ここからは蛇足なのですが、この「先にコミュニケーションを意識する」考え方ってどこかで聞いたこと有りました。
こちらの記事なのですが、この考え方は「先にプレスリリースを作る」という方法でamazon様でも実践されてるんですね。
最近思いますが、単純に”新規事業”を生み出す能力だけで言ってしまえばベンチャーなんかよりgoogle,amazon日本だったらlineのほうが全然うまくやっています。ベンチャーの存在意義って多分スピード感や新規性以外のところにあるんだろうなと思わされます。

プロダクトがダメなことがわかるからこそやるべき

この方法、ワークショップで数時間起業家だけで試しただけでもいろんな事がわかります。というか言語化をすればするほど自分のプロダクト全然アカンなーと思わされてきます。でもそれ自体は悪いことじゃなくて、そもそも起業なんて大半は失敗する、と言われている世界なので、アカンと思ったらすぐに変えるなり何かしらのアクションを取ればよいだけの話。

ついつい否定されるのが怖くて”いいからサービスをつくろう”ってなってしまうのですが、この”最短で失敗できる方法”はこれから重宝していこうと思います。

The need to cut the information.

In current society, we are in the sea of information everyday.
10 years ago, Our main way to get information was just through TV, newspaper and books. But now, we have internet which gives us very various media to get information, like twitter, facebook, youtube …. and so on. As the result of diving the sea, I realized that I couldn’t deal with all of them. And sometimes I got same information from the other medias. So, I wasted lots of time because I tried to get all information.
What I want you to know is that we need to trash the waste in each media. Please see what I did to be smart user of information. The important point is to define the exact purpose.

Google Reader

Before doing the trashing, I added all blogs, news sites, and any media to my google reader. But after that, I couldn’t see all the entries on that and finally, I stopped to use it. That was really because of the luck of defining the purpose to use it. What I wanted achieve by the reader was not know all information in the world. What I wanted to do was to know the current situation of IT industry in the world. So I cut all the other things from the reader, and then I became to be able to read all entries everyday.


Twitter

About the twitter, I did the same things. I added all account which I saw, but It also became not to be able to see all tweets of follows. The purpose of twitter is to know what the other “people” are thinking. So I cut all bot, advertisment, and any other non-human account. But after that I knew that if I cut these accounts, the other retweets these informations, so I fortunately can get only important information from twitter.


Gmail

It’s simple. I set all news, advertisment, and mail magazine to skip my Inbox. It became easier to check only important e-mails.



In the PLEX. -they started from their high technology.

This is one of the most famous books in the world. If you read through it, you can know how google works, how they think, and what they aim. So from this book, I learned really lots of things which I want to tell you. In this entry, I’d like to write one of the learning “Google started from their high technology”. If you’ve also read this book, let’s exchange our opinions.

The two founder were just engineer.

As you might know, the CEO of google was Eric E. Schmidt,and currently Larry Page who made the search engine with Sergey Brin. So, currently the two founders are managing their business as executives, but when google started, the two wasn’t doing business. They were making the greatest search engine as engineers. Eric was invited from apple as a CEO to help their business, he said that the founders are like children. I’m really surprised at this fact because , in Japan, most of founders of start up companies are not main engineer of the company.


They had great skills.

So the fact means that they had great skills rather than any other people. The book said that one of them was the genius of mathematics, and the other was the super mania of computing. Of course the reason why google became such a big company was not only their technology, but their sense of business, but what I strongly want to say is that they started from their high technology, not business. Sometimes when you try to make your own company, you may think what you want to sale and how to do it. But the two founder was different. They just tried to make a special search engine as their research subject.


What exactly change the world.

Let’s see other recent biggest companies which changed our life like facebook, apple, twitter, microsoft, yahoo, GE, samson, amason,… I guess these companies have their core technology inside of them. Even not the IT or Manufacturing companies, like consulting company or banks have their core method which is thinking technology for the companies. So, we have lots of ways to say how to change the world, but I think what exactly change the world is new highest technology which is based on their hard researching and effort.That’s not only their ideas.


Learning in Mcdonald

When I was in Mcdonald for lunch, I found who Mcdonald’s right customer is. He/Her is the one who comes there to find a place to do something, but not the one who comes to have a lunch.
I know that someone think that I’m saying the strange thing, but this should be really important point of view to do business, as Peter Ferdinand Drucker said on his books.

true marketing starts with customers

This is one of the most famous quote of Peter Drucker. He said that to define our true customer can bring new and better way of marketing. We must try hard to know what we provide, what we did, and what the customers bought. It seems like really easy, but actually, lots of companies went to collapse because they couldn’t define the right one.

For example, Ford, which was the biggest car company in the US 100 yeas ago, was the very company which couldn’t know their customer. They believed that their product was only the staff which could bring people from anywhere to somewhere. But it was exactly wrong. What the customers bought was the bringing staff and the proof which can show their high position in the society. GM, which was smaller company than ford, realized the fact and chose the other strategy , then they became the first car company in a few years after they did the change.


They gave me the place in Mcdonald, but not the burger.

When I was there, there was lots of people so that the place was so crowded. But even in that situation, the store staff came to me and try to sale something instead of to sale the burger to the people who are making line in front of Macdonald. I’ve know that they are always like that, but it was first time to observe them in terms of marketing. I was really surprised. Their behavior clearly means that they prioritized the customer who was in the store, because they sale the comfortable place even though I finished the lunch. But thinking about myself, I definitely bought the place to do something. So, Mcdonalds know what the customer needs.


We should think what we truly buy in daily life.

Sometimes it is really difficult to know what we need. For example, when I go to Disneyland, I’m not sure if I pay the money to enjoy the attraction in the park or for the time with my friends. I think I can say I buy both things, but still keep thinking what more important thing is. I think this is our first step to know “true marketing which starts with customers”.

Keep your role.

I’m not sure if the title is right English, but what I want to say is we must do what we need to do and we must not do the other need to do. If you are the leader, you should focus on management, motivating, and show the direction , but he shouldn’t do member’s job directory.

today I don’t have enough time to write an entry because I haven’t finished my work yet, so I don’t say any other thing about it now. But I hope you understand what I want to say.

It was what I couldn’t do for the past three years in AIESEC. I’m regretful now…. OTL

Fools say they learn from experience; I need to learn from the experience of others.

This is the famous quotes of Bismarck. The exact one is “Fools say they learn from experience; I ‘prefer’ to learn from the experience of others.” Looking back my life, I always learned from my experience, and I build my own theory based on my failure and success. So I was totally “Fools”.

To understand this fact, “quantum mechanics”

The mechanism is really complicated, but if I try to explain it as easy as possible, I will say “when you try to divide a thing into the smallest one, it will be disappeared, but appeared. It seems like conflicted, but it is proved logically.
So, in this world, in the smallest world, no one can see a thing at exact place. Of course there is a thing, but no one can see where it is.

When I knew it, I really surprised because I believed that everything in the world obey one theory. But in the actual world, the theory means no theory. So , it can lead the conclusion that there is no right thing in the world. There looks like we obey some theory just as it happened.

So, to estimate our future or to do right thing, the important thing is to learn as many “case studies” as possible.
If you try to make any theory by only your experience, it must be wrong. We must learn lots of facts, history, and experience of others to seek the right way.

This can motivate me to re-start studying in my university!!!!!!!!!!!!!!!!!!!!!!!!!! orz orz orz ozr ozr (´・ω・`)

5 tips for your comfortable single life.

I’ve been enjoying my single life for 3 years. And these days, finally I found some tips to realize comfortable life in my room. If you have a girl/boy friend, the life must be enjoyable, but if not, like me, the one need to make more effort to achieve comfortable life. So today, I’d like to share 5 tips for your better single life.


1. Focus on the one purpose when you design your own room.

When I got my own room 3years ago, I tried to use my room for having party, studying, reading books, relaxing, doing jobs, and etc… But now, I can say that it was totally impossible to achieve. If you invite someone and have party, you lost the place and time to study. If you design your room to have relaxing time, it’s really difficult to work hard in your room. After I realized the fact, I changed my room into just a working room. I trashed my kotatsu(Japanese special great table), and bought big desk to work. Because of that changing, I became to be able to work well in my room. When I want to enjoy the party, I just go out. And It is enough to enjoy my single life. So, if you start your single life from this coming new semester, I strongly recommend you to focus on just one purpose to use your room.



2. Try to cook speedy.

I think most of students try to cook by themselves in first one month of their single life. But after that, they might realize that it’s really difficult, because the time is really important for the students. So, to keep doing self cooking every night, you need to know how to do it as fast as possible. Now I have lots of way to do it, so I’ll write about it later in the other entry.


3. Don’t keep the things you don’t use more than for 1 week.

The room is limited. So, you must trash as many things as possible. It’s really important. It’s the same reason with the first tips. But the reason why I write it on the separated place is that it’s really difficult to trash something than you imagine. When you feel you need to clean up your room, it’s the sign to trash something.


4. Go to bed as early as possible.

What I want to say is that if you live alone, you can easily spend whole night with doing something. So you must set the time to go to bed, and wake up in the right morning time. Sometimes, my morning can be 3:00″pm” because I sometimes forget to sleep at night. I think the one who live with your family cannot imagine that situation, but if you become along, no one tells you the time.



5. Kotatsu is the biggest enemy.


This is the biggest enemy for single life especially in winter. Once you enter into the kotatsu, it’s impossible to move out from the best comfortable area in the world. Kotatsu let our brain stop to think all the things, and the warm relaxation box keeps our body inside of kotatsu as long time as possible. If you get kotatsu in your room , everything will be around the kotatsu. It means that you will be able to do everything without moving out from the monster. And at the time you realize the poison, you will be a slave of the monster, kotatsu.

If you have other idea about the comfortable single life, please give me a comment :)

What is the right way to “study”?

  I guess there are lots of students who hate studying in university. Actually, I’m exactly one of them. Studying is really boring, difficult, and useless for our daily life. Until these days, I couldn’t understand the reason why we need to study before getting a job. But now, through my AIESEC activity, I fortunately realized the reason. The important thing is how to study, but it’s not what to study. So, here, I’d like to share my idea about “What is the right way to study?”

1.The purpose

Before thinking about the right way to study, we need to confirm the purpose to study. When we were high school students, it was really simple. It was just to get higher score of the exam. But, in the university or society, sometimes, the “exam” doesn’t have exact answer. We need to seek the answer, make it and get feedback from the results. For some people, it might be just a stuff to fulfill their intellectual curiosity, but it’s difficult for me to accept study as a hobby. In my opinion, the purpose should be to make better theory to achieve something.

2.The process of studying


This is my idea of studying process. At first, we need to know the knowledge to think something. It’s what we’ve done until the end of high school, but still need to know more and more. And next, from these fact, we think “why so?” and “so what?”. I think this is encouraged to use when we want to think logically. For example, when we face any results, we need to think why that was happened, and how the result affect the other things. Then we can make one theory like “If this things happen, you should do like this”. It is not like the theory we can see on the text book, but It can be called as one respected theory.


3.Where is the exact “study”?




The area which is covered by red box is the most important process of “study in the university”. Of course whole process can be called as “study”, but to know the fact can be done alone. And in our society, it’s almost impossible to build the right theory. I think all the theory which all people made in the history has something wrong because all of the things is affected by too many element as if even Newtonian dynamics had something wrong. So, the important things is to make the theory better and better by discussing with friends, referring the other books, and getting opinion from the professor. I think university is the best place to do those things.


4.so, what is the right way?

So, as I said in the last paragraph, it has 3 points.

  • Discussion.
  • refer the books which we can see the similar case.
  • get feedback from the professor

I know that most of students have time to discuss and refer books about something, but I wonder if they keep the purpose of study in their mind.
And in the university, sometimes the professor give us just a fact and knowledge, but the most important thing is to share their experience of thinking and results of their theory.
If the students mind these things, the life in university can be better than usual. And through thinking of it, I can get the motivation to go to university even if it’s toooooo boring.