"people overlook this often sometimes people are not buying your product because it's only half of the solution David rickets who's a Harvard professor of innovation uses the example of mac and cheese ..."

"you'd buy it cuz it was readymade dinner I think a lot of us don't look at our product and say how is it being used [Music] today my guest is Alistair croll Alis is the author of lean analytics which ..."

"Alistair thank you so much for being here and welcome to the podcast thanks for having me it's awesome to be here it's awesome to have you here we've known each other for a very long time you helped m..."

"been running events I've been working on the products behind them uh and I've worked with a ton of startups thanks to lean analytics which I'm sure we'll get into a bit um and the product managers are..."

"afterthought or not even a thought so you know the more startups and the more Founders that we can remind that distribution matters and that subverting the norms and getting the system to behave in a ..."

"at some point your customers will start asking for Enterprise features like samel authentication and skim provisioning that's where work OS comes in making it fast and painless to add Enterprise featu..."

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"dashboards that anyone can use join the hundreds of data teams like notion alltrails Loom mix panel and algolia using hex every day to make their work more impactful sign up today at he. Lenny to get ..."

"order the next one and so I mean that's an obvious example but there are other tactics I love the story of Whitney Hess um when she was launching Bumble she used the tactic we call the the top shelf t..."

"right but so the key isn't like go do those things by all means do the things that work the key is to go find your own and I think that finding that go to market strategy that unfair unprecedented we ..."

"different way if you're going to win as we were starting to record this I didn't actually know this until just like a few minutes ago that the title of the book and the concept originated with when we..."

"be successful thanks for sharing that I I do remember that actually uh the other phrase I remember from the conversation was that someone said we're being Boy Scouts we're being too too too much of a ..."

"status quo right the first thing that we talk about is this idea of system awareness um to be aware of the system you're in and understand it and then to find a novel approach within that system and t..."

"maximum Revenue it's a great idea right so most people if you ask them how to do that they're going to go out and they're gonna you know buy a lottery ticket or they're buy some lemonade ingredients a..."

"even so let me recap because this is important you got $5 in seed Capital you got five days to plan two hours to execute and then you're going to present your findings in front of this class the gradu..."

"social media right around the time that Cameo came out they had a bunch of beist celebrities wish a guy named Jim shark happy birthday and then they of course put I think like three or four weeks late..."

"novelty thing right just like seeing a thing that's different you know zagging when everyone else is zigging um so if you're aware of the system and you find a novel way to do it that's like two-third..."

"industry so that's not like a one-off thing and so the trick is to find these kinds of approaches that are fundamental to your business model and for that you have to kind of look at how do you differ..."

"that's one of the distinctions we draw some of these sound like growth hacks I'm not a big fan of growth hacks a growth hack traditionally is sort of product agnostic so when you move your mouse off t..."

"conscientious now this the AR the Navy has always recruited you know in the military people who do what they told and are super conscientious turns out the people that don't do that we call them disag..."

"well fortified and she realizes they have about two weeks worth of food and then they're going to get captured so she rounds up all the flour in the castle she bakes a bunch of bread she goes up to th..."

"to think about how to come up with clever ideas to your product and business I would say once you've got the subversive mindset which again is like system awareness novelty and disagreeability uh then..."

"think Burger King is better than almost anybody at this stuff when they launch their mobile app the thing you want for your mobile app is you want as many installs as possible and you want geolocation..."

"that by look liking something from the past someone would notice it right so understanding the mechanics of the platform the Norms of the platform what are done there is so important to go to market s..."

"talking about medium I think of an a recent example of a really clever marketing stunts subversive uh tactic uh this company Runway that does basically it's helps you track your company's Runway and f..."

"lean analytics uh we came up with a strategy to announce the book we found about 15 people that we knew who would talk about it and say nice things oh Malik Eric ree Tim O'Reilly and over a period of ..."

"know there's a certain amount of credibility in brand building that comes from how you do this you're you're sending a message to the market Burger King is sending a message to the market it's pretty ..."

"mean the the real meat of the book once you get beyond the Recon canvas and this subversive thinking stuff uh we looked through probably three or 400 case studies about 160 made it into the book and t..."

"one this episode is brought to you by vanta when it comes to ensuring your company has top-notch security practices things get complicated fast now you can assess risk secure the trust of your custome..."

"remember here's all these 11 ways I know the book get gets into all these things but can just either run through them real quickly or just go through I'll give you quick um salesforce.com is a classic..."

"basically the idea there is think about what is what's a limitation what's actually where you behind or or potentially worse than your comp competitors and then think about how can we turn that into a..."

"different buyer different buyer at the same company entally in fact at kadian we used to make this web performance analysis thing and it took me years to figure out we should stop selling it to operat..."

"sounds obvious right do you have access to something other people don't and you got to be careful here generally you know rich white dudes like us have access to people that others don't but it's impo..."

"Master Class founder of masterclass went to school with Justin Hoffman's daughter use that access I mean it's not necessarily there but if you've got access like take a step back and say what can I do..."

"shared I think one of the I don't know lovers the Founder Hat is he knew a lot of fancy people and so he's like hey I'm gonna send you some can have your address oh for sure and I mean uh for before B..."

"happy with that Tupperware came to Market there was a huge number of people out there who wanted to run their own businesses so what they the bait was hey come to a dinner party and the switch was oh ..."

"data on your employees wouldn't you like to see what it says so that tactic of like maybe the thing you're selling isn't exciting but can you sell something that is and then use that initial transacti..."

"combination is a big one people overlook this often sometimes people are not buying your product because it's only half of a solution uh David rickets who's a Harvard professor of innovation uses the ..."

"product if you are trying to sell product mattresses to New Yorkers um delivery install I don't know no removal it's really hard to get rid of a mattress in New York City right some people would like ..."

"reframe things I mean I mentioned liquid death but when people talk about positioning they often look at the dimensions of there and say how do we compete on those or they go hey we're really good at ..."

"so we actually think that positioning is simply where you are on a grid reframing is drawing the grid got it I have an awesome episode of April Dunford who's I think also Canadian yeah yep where she g..."

"right if you're in an established competitive market where you're bidding for rfps and B2B but if you want to if you're disagreeing with the market you're probably disagreeing with how it scores value..."

"it's also a great way to find loopholes I love the story of parklets so for a while Urban uh agitators would build these little two hour long two hour long parks in the parking spot in front of their ..."

"cases where you can find a loophole and use that to do something possible that that wasn't otherwise possible okay okay let me see how many we've gone through so far so I'm just going to go through th..."

"for it amazing so these are 11 very concrete ways to think about ways to get above the noise get people's attention be a little subversive and there's always this talk about like thinking from first p..."

"position things um and West cow talks about like the spiky point of view I think those are super important there are some other techniques that we found there's this really interesting Innovation form..."

"it into sustainable lucrative demand you are probably going to fail this makes me think about uh tweet I just saw about how with AI it's so much easier to just build stuff just build a quick app that ..."

"have touched on that I'm glad that we came back to that point Alistar is there anything else you want to share with listeners or leave listeners with before we get to our very exciting lightning round..."

"them to share that uh well just eval enough.com uh has a website there uh we have a few things that are surprising that I think people will see uh in the next few months as we open them up um I am a c..."

"or TV show you've really enjoyed the first movie I have ever watched a second time on the second night is David Fincher's the killer which came out on Netflix with Michael fast Bender it is the absolu..."