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Pretotype It: Make sure you are building The Right It before you build It right
Pretotype It: Make sure you are building The Right It before you build It right
Pretotype It: Make sure you are building The Right It before you build It right
Pretotyping: How To Find The Right Idea To Avoid Business Failure With Alberto Savoia
So I set out to study failure and to study ways to defeat failure and my mission these days is to help entrepreneurs and innovators all over the world to also fight failure and win, and that’s why I wrote the book.
- Inversion thinking: nghiên cứu thất bại để tránh thất bại
But when I actually went and looked at the data, I found out that the number one reason why most new businesses fail, why most new products fail, has very little to do with execution. Of course, you want to execute it properly, but the number one reason they fail is that people built what are called “The Wrong It.” What is The Wrong It? It’s an idea that even if competently executed will fail in the market. So there’s no amount of design brilliance, engineering excellence, or marketing fireworks that will save a product that is the Wrong It.
Pretotyping is designed to ask a very different question. It asks the question, “should we build it?” So, if we build it, will people buy it?
- Có nên thiết kế cái này không, nếu thiết kế xong thì có ai mua nó hay không? Chuyển trọng tâm về phía khách hàng nhiều hơn, lấy khách hàng làm trung tâm giải quyết vấn đề
One of the techniques I teach, one of the pretotyping techniques I write in the book, is called the “YouTube Pretotype,” so instead of actually building the app with code, you can use PowerPoint or KeyNote or any other program to simulate what the app will do, right?
at Google to pay attention to this mantra which is “make sure you are building The Right It before you build it.”
Thus, the way you beat failure, the way you overcome this reluctance to take risks or new projects is to make the point with data
it’s very important that you get out of what you call “Thoughtland” and just to push your idea and make sure that you have data, valuable data, that is data that you collected that can help you understand whether you can go on with making the product.
What Is Pretotyping? How To Use Pretotyping To Validate Your Business Idea
https://fourweekmba.com/pretotyping/
Pretotyping comes from the words “pretend” and “prototype.” It is a method to validate business ideas to improve the chances of building a product people want.
Pretotyping helps to answer such questions (about the product or service to build) as: Would I use it? How, how often, and when would I use it? Would other people buy it? How much would they be willing to pay for it? How, how often, and when would they use it?
What is Pretotyping?
The term, as explained by its founders: pretotyping is a way to test a product idea quickly and inexpensively by creating extremely simplified versions of that product to help validate the premise that “If we build it, they will use it.”
The purpose and intent of creating a product pretotype is to validate the product idea before putting in time and money building an actual “prototype”. So there is a key difference between a prototype and a pretotype. Alberto explains the difference beautifully by citing the example of Jeff Hawkins’ use of a pretotype of a Palm Pilot to validate the idea and determining a market need for a PIM (Personal Information Manager), a new product category that he pioneered.
Hawkins mocked up a Palm Pilot with wood and paper; he carried it with him to simulate (pretend) the experience of a “real” device. He showed the device to several people, explaining how it would work aod provided a (simulated) real experience of a product. His goal was to determine if people would actually buy such a device before building an actual “prototype,” which would be time consuming and expensive.
The key differences between pretotyping and prototyping are:
The concept of pretotyping has close affinity and practice to Eric Ries’ high Lean Startup Movement and the practice of building the Minimum Viable Product (MVP).
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