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Than k y ou f or d ow nlo ad in g t his S im on & Sch uste r e Book.

Jo in o ur m ailin g l ist and g et u pdate s o n n ew rele ase s, d eals, b on us c on te n t a nd o th er g re at b ooks f ro m

Sim on & Sch ust er.

CL IC K H ER E T O S IG N U P

or v isi t u s o nlin e t o si gn u p a t

eB ookN ew s.S im on an dSch ust er.c om Conte nts

Pre fa ce

In tro d uctio n

Set t h e S ta g e

C halle ng e

Sta rt w it h a b ig p ro b le m

Te am

G et a D ecid er, a F acilit a to r, a n d a d iv e rs e t e am

T im e a n d S p ace

S ch ed ule ﬁ ve d ays a n d ﬁ n d t h e r ig ht r o om

Mo nd ay

S ta rt a t t h e E nd

A gre e t o a lo ng -te rm g oal

Ma p

Dia g ra m t h e p ro b le m

A sk t h e E xp erts

In te rv ie w y o ur t e am mate s a n d o th er e xp erts

T a rg et

C ho ose a f o cu s f o r y o ur s p rin t Tu esd ay

R em ix a n d Im pro ve

Lo ok f o r o ld id eas a n d in sp ir a tio n

Ske tc h

P ut d eta ile d s o lu tio ns o n p ap er

W ed nesd ay

D ecid e

C ho ose t h e b est s o lu tio ns w it h o ut g ro up th in k

R um ble

K eep c o m petin g id eas a liv e

S to ry b oard

M ake a p la n f o r t h e p ro to ty p e

Thurs d ay

F ake it

B uild a f a ça d e in ste ad o f a p ro d uct

P ro to ty p e

Fin d t h e r ig ht t o ols , t h en d iv id e a n d c o nq uer

F rid ay

S m all D ata

G et b ig in sig hts f r o m ju st ﬁ ve c u sto m ers

In te rv ie w

A sk t h e r ig ht q uestio ns

Le arn Fin d p atte rn s a n d p la n t h e n ext s te p

Lif t o ff

O ne la st n ud ge t o h elp y o u s ta rt

C heck lis ts

F re q uently A sk e d Q uestio ns

T han k-Y o u N ote s

Im ag e C re d it s

A bout J a ke K nap p, J o hn Z era ts k y a n d B ra d en K ow it z

In d ex Ja ke :

To M om , w ho h elp ed m e m ake c a stle s o ut o f c a rd board A nd t o H olly , w ho p ic ke d m e u p

w hen I c a u g ht t h e w ro ng b us

Jo hn:

To m y g ra n d pa G ib , w ho w ould h ave b oug ht t h e ﬁ rs t h und re d b ooks

B ra d en:

To m y p are nts , w ho e nco ura g ed m e t o e xp lo re t h e w orld a n d m ake it b ette r Pre fa ce

W hat I w as d oing a t w ork w asn ’t w ork in g.

In 2003, m y w if e a nd I h ad o u r ﬁ rs t c h ild . W hen I r e tu rn ed t o t h e o ﬃc e,

I w ant ed m y t im e o n th e jo b t o b e a s m ea n in gfu l a s m y t im e w it h f a m il y . I

t o ok a h ard lo ok a t m y h ab it s —a nd s a w t h at I w asn ’t s p en din g m y e ﬀ ort o n

th e m ost i m porta nt w ork .

S o I s ta rte d o p tim iz ing . I re ad p ro d uctiv it y b ook s. I m ad e s p re ad sh eets

to tr a ck h ow eﬃ cie nt I fe lt w hen I ex erc is e d in th e m orn in g vers u s at

lu nc htim e, or w hen I dra nk co ﬀ ee vers u s te a . D urin g on e m on th , I

ex p erim ent ed w it h ﬁ ve d iﬀ ere nt k in ds o f t o -d o li s ts . Y es, a ll o f t h is a n aly sis

w as w eir d . B ut l i t tle b y l i t tle , I g o t m ore f o cu se d a n d m ore o rg an iz ed .

 en, in 2007, I g o t a jo b at G oogle , an d th ere , I fo u n d th e p erfe ct

c u lt u re f o r a p ro ce ss g eek . G oogle e n co u ra g es e x p erim en ta tio n , n ot o n ly in

t h e p ro d ucts , b u t i n th e m eth od s u se d b y i n div id uals . . . a n d t e a m s.

I m pro ving t e a m p ro ce sse s b eca m e a n o b se ssio n f o r m e ( y e s, w eir d a g ain ).

M y ﬁ rs t a tte m pts w ere b ra ins to rm in g w ork sh op s w it h te a m s o f e n gin eers .

G ro u p b ra ins to rm ing , w here e very o n e s h ou ts o u t i d ea s, i s a lo t o f f u n. A fte r

a fe w h ou rs to geth er, w e’d h ave a b ig p ile o f stic k y n ote s an d every o n e

w ou ld b e i n gre a t s p ir it s . But o ne d ay, in th e m id d le o f a b ra in sto rm , a n e n gin eer in te rr u p te d th e

pro ce ss. “ H ow d o y o u k no w b ra in sto rm in g w ork s? ” h e a sk ed . I w asn ’t s u re

w hat to s a y.  e tr u th w as e m barr a ssin g: I h ad b een s u rv e y in g p artic ip an ts

to s e e if t h ey e nj oye d t h e w ork sh op s, b u t I h ad n’t b een m ea su rin g t h e a ctu al

re su lt s .

S o I re vie w ed th e o u tc o m e o f th e w ork sh op s I’d ru n . A nd I n otic e d a

p ro b le m .  e id ea s t h at w ent o n to la u n ch a n d b eco m e s u cce ssfu l w ere n ot

g ene ra te d in th e sh ou t- o u t- lo u d b ra in sto rm s.  e b est id ea s ca m e fro m

so m ew here e ls e . B ut w here ?

Ind iv id uals w ere s till t h ink ing u p id ea s t h e s a m e w ay t h ey a lw ay s h ad —

w hile s it ting a t t h eir d esk s, o r w ait in g a t a c o ﬀ ee s h op, o r t a k in g a s h ow er.

 ose in div id ual- g ene ra te d id ea s w ere b ett e r. W hen th e e x cit e m en t o f th e

w ork sh op w as o ver, t h e b ra ins to rm i d ea s ju st c o u ld n’t c o m pete .

M ay b e th ere w asn ’t eno ugh tim e in th ese se ssio n s to th in k dee p ly .

M ay b e i t w as b eca u se t h e b ra ins to rm e n ded w it h d ra w in gs o n p ap er, i n ste ad

o f s o m eth ing r e a li s tic .  e m ore I t h ou gh t a b ou t it , t h e m ore ﬂ aw s I s a w in

m y a p pro ach .

I c o m pare d th e b ra ins to rm s w it h m y o w n d ay -to -d ay w ork a t G oogle .

M y b est w ork h ap pene d w hen I h ad a b ig c h alle n ge a n d n ot q uit e e n ou gh

tim e.

O ne su ch p ro je ct h ap pene d in 2009. A G mail en gin eer n am ed P ete r

B als ig er ca m e u p w it h an id ea fo r au to m atic a ll y o rg an iz in g em ail. I g o t

ex cit e d a b ou t h is id ea —k nown as “ P rio rit y I n box”—a nd re cru it e d a n oth er

eng ine er, A nni e C hen, t o w ork o n it w it h u s. A nn ie a g re ed , b u t s h e w ou ld

o nl y g iv e it o ne m ont h. I f w e c o u ld n’t p ro ve t h at t h e id ea w as v ia b le in t h at tim e, s h e’d s w it c h t o a d iﬀ ere nt p ro je ct. I w as c e rta in t h at o n e m on th w asn ’t

e no ugh tim e, b u t A nni e is a n ou ts ta n din g e n gin eer, so I d ecid ed to ta k e

w hat I c o u ld g et.

W e s p li t t h e m ont h int o f o u r w eek lo n g c h un ks. E ach w eek , w e ca m e u p

w it h a ne w d esig n. A nni e a nd P ete r b u ilt a p ro to ty p e, a n d t h en , a t t h e e n d

of t h e w eek , w e t e ste d t h e d esig n wit h a f e w h un dre d p eo p le .

B y t h e e nd o f t h e m ont h, w e h ad s tr u ck o n a s o lu tio n t h at p eo p le c o u ld

u nd ers ta nd —a nd w ant ed t o u se . A nn ie s ta y e d o n t o le ad t h e P rio rit y I n box

te a m . A nd s o m eh ow , w e’d d one th e d esig n w ork in a f ra ctio n o f th e u su al

tim e.

A f e w m ont hs la te r, I v is it e d S erg e L ach ap elle a n d M ik ae l D ru gge, t w o

G oogle rs w ho w ork in Sto ck h olm .  e th re e o f u s w an te d to te st a n id ea

fo r v id eo m eetin g s o ftw are th at c o u ld r u n in a w eb b ro w se r. I w as o n ly in

t o w n fo r a fe w d ay s, so w e w ork ed a s fa st a s w e c o u ld . B y th e e n d o f th e

vis it , w e h ad a w ork ing p ro to ty p e. W e em aile d it to o u r co w ork ers an d

sta rte d u sing it fo r m eeting s. A fte r a fe w m on th s, th e w hole c o m pan y w as

u sing it . (L ate r, a p oli s h ed and im pro ved vers io n o f th at w eb -b ase d ap p

la u nc hed a s G oogle H ang ou ts .)

I n both c a se s, I re a li z ed I h ad w ork ed fa r m ore e ﬀ ectiv ely th an in m y

no rm al d ail y r o u tine o r i n an y b ra in sto rm w ork sh op. W hat w as d iﬀ ere n t?

F ir s t, t h ere w as t im e t o d evelo p id ea s in dep en den tly , u n li k e t h e s h ou tin g

and pit c h ing in a gro u p bra in sto rm . B ut th ere w asn ’t to o m uch tim e.

L oom ing d ead li ne s f o rc e d m e t o f o cu s. I c o u ld n’t a ﬀ ord t o o verth in k d eta ils

o r g et c a u gh t u p in oth er, le ss im porta n t w ork , a s I o fte n d id o n re g u la r

w ork d ay s. e o th er k ey ing re d ie nt s w ere th e p eo p le .  e e n gin eers , th e p ro d uct

m ana ger, a nd t h e d esig ne r w ere a ll in t h e r o om t o geth er, e ach s o lv in g h is o r

h er o w n part o f t h e p ro b le m , e ach r e ad y t o a n sw er t h e o th ers ’ q uestio n s.

I r e co ns id ere d t h ose t e a m w ork sh op s. W hat if I a d ded t h ese o th er m ag ic

i ng re d ie nt s—a fo cu s on ind iv id ual w ork , tim e to pro to ty p e, an d an

ine sc a p ab le d ead li ne ? I d ecid ed t o c a ll i t a d esig n “ s p rin t.”

I cre a te d a ro u gh sc h ed ule fo r m y ﬁrs t sp rin t: a day of sh arin g

inf orm atio n and sk etc h ing id ea s, fo llo w ed by fo u r d ay s of p ro to ty p in g.

O nc e ag ain, G oogle te a m s w elc o m ed th e ex p erim en t. I le d sp rin ts fo r

C hro m e, G oogle S ea rc h , G mail, a n d o th er p ro je cts .

I t w as e x cit ing .  e sp rint s w ork ed . Id ea s w ere te ste d , b u ilt , la u n ch ed ,

and b est o f a ll, th ey o fte n su cce ed ed in th e re a l w orld .  e sp rin t p ro ce ss

sp re ad a cro ss G oogle fro m te a m to te a m a n d o ﬃc e to o ﬃce . A d esig n er

fro m G oogle X g o t int ere ste d in th e m eth od , s o s h e r a n a s p rin t f o r a t e a m

in Ads.  e G oogle rs f ro m t h e A ds s p rin t t o ld t h eir c o lle a g u es, a n d s o o n .

S oon I w as h ea ring a b ou t s p rint s f ro m p eo p le I ’d n ever m et.

I m ad e so m e m is ta k es alo ng th e w ay. M y ﬁ rs t sp rin t in vo lv ed fo rty

p eo p le —a r id ic u lo u sly h ig h nu mber t h at n ea rly d era ile d t h e s p rin t b efo re it

b eg an. I a d ju ste d th e a m ou nt o f tim e sp en t o n d evelo p in g id ea s a n d th e

tim e s p ent o n pro to ty p ing . I le a rn ed w hat w as t o o f a st, t o o s lo w , a n d ﬁ nall y ,

ju st r ig h t.

A c o u p le o f y e a rs la te r, I m et w it h B ill M aris t o t a lk a b ou t s p rin ts . B ill is

t h e C EO o f G oogle V ent ure s, a v en tu re c a p it a l ﬁ rm c re a te d b y G oogle to

in vest in pro m is ing sta rtu p s. H e’s o n e o f th e m ost in ﬂ uen tia l p eo p le in

S ili c o n Valle y. H ow ever, y o u w ou ld n’t k n ow it fro m h is c a su al d em ea n or. On th at p artic u la r afte rno on, h e w as w ea rin g a ty p ic a l ou tﬁ t of h is : a

b ase b all h at a nd a T -sh ir t t h at s a id s o m eth in g a b ou t V erm on t.

B ill w as int ere ste d in th e id ea o f ru n nin g sp rin ts w it h th e sta rtu p s in

G V’s p ortfo li o . S ta rtu p s u su all y get o n ly o n e go od sh ot at a su cce ssfu l

p ro d uct b efo re t h ey r u n ou t o f m on ey. S prin ts c o u ld g iv e t h ese c o m pan ie s a

w ay t o ﬁ nd o u t if t h ey w ere o n th e r ig h t t r a ck b efo re t h ey c o m mit te d t o t h e

ris k y b u sine ss o f b u ild ing a nd la u n ch in g t h eir p ro d ucts .  ere w as m on ey t o

b e m ad e, a nd s a ved , f ro m r u nni ng s p rin ts .

B ut to m ak e it w ork , I’d h ave to a d ap t th e sp rin t p ro ce ss. I h ad b een

th ink ing a b ou t ind iv id ual p ro d uctiv it y a n d t e a m p ro d uctiv it y fo r y e a rs . B ut

I k ne w ne xt to no th ing a b ou t sta rtu p s a n d th eir b u sin ess q uestio n s. S till,

B ill ’s e nt husia sm c o n vinc ed m e t h at G oogle V en tu re s w as t h e r ig h t p la ce f o r

sp rint s—a nd t h e r ig h t p la ce f o r m e. “ I t’s o u r m is sio n ,” h e sa id , “ to ﬁ nd t h e

best e nt re p re ne urs o n th e p la ne t a n d h elp th em c h an ge th e w orld fo r th e

bette r.” I c o u ld n’t r e sis t.

A t G V, I jo ine d th re e oth er desig n partn ers : B ra d en K ow it z , Jo h n

Z era ts k y, a nd M ic h ae l M arg o li s . T ogeth er, w e b eg an r u n n in g s p rin ts w it h

s ta rtu p s, e x p erim ent ing w it h t h e p ro ce ss, a n d e x am in in g t h e r e su lt s t o ﬁ nd

w ay s t o i m pro ve.

 e id ea s in th is b ook c o m e f ro m o u r e n tir e t e a m . B ra d en K ow it z a d ded

sto ry -c e nt ere d d esig n to th e sp rin t p ro ce ss, an u n co n ven tio n al ap p ro ach

th at fo cu se s on th e w hole cu sto m er ex p erie n ce in ste ad of in div id ual

co m pone nts o r te ch no lo gie s. Jo h n Z era ts k y h elp ed u s sta rt a t th e e n d, so

th at each sp rint w ou ld ans wer th e b u sin ess’s m ost im porta n t q uestio n s.

B ra d en and J o h n h ad t h e s ta rtu p a n d b u sin ess e x p erie n ce I la ck ed , a n d t h ey re sh ap ed th e p ro ce ss to c re a te b ette r fo cu s a n d sm arte r d ecis io n s in e very

sp rint .

M ic h ae l M arg o li s e nc ou ra g ed u s to ﬁ nis h e ach s p rin t w it h a re a l- w orld

t e st. H e t o ok c u sto m er r e se a rc h , w hic h c a n t a k e w eek s t o p la n a n d e x ecu te ,

a nd ﬁ gu re d o u t a w ay t o g et c le a r r e su lt s in ju st o n e d ay. I t w as a r e vela tio n .

W e d id n’t h ave to g u ess w heth er o u r so lu tio n s w ere g o od . A t th e e n d o f

each s p rint , w e g o t a ns wers .

A nd th en th ere ’s D ani el B urk a, an en tr e p re n eu r w ho fo u n ded tw o

sta rtu p s o f h is o w n befo re s e lli ng o n e to G oogle a n d jo in in g G V. W hen I

ﬁ rs t d esc rib ed t h e s p rint p ro ce ss t o h im , h e w as s k ep tic a l. A s h e p ut it la te r,

“ I t s o u nd ed li k e a b u nc h o f m ana gem en t m um bo ju m bo.” B ut h e a g re e d t o

tr y o ne . “ I n th at ﬁ rs t sp rint , w e c u t th ro u gh th e B S a n d m ad e so m eth in g

am bit io u s in ju st a w eek . I w as h ook ed .” O nce w e w on h im o ver, D an ie l’s

ﬁ rs th and e x p erie nc e a s a f o u nd er, a n d h is z ero t o le ra n ce f o r b alo n ey, h elp ed

u s p erfe ct t h e p ro ce ss.

S inc e th e ﬁ rs t sp rint a t G V in 2012, w e’v e a d ju ste d a n d e x p erim en te d .

A t ﬁ rs t w e th ou gh t ra p id p ro to ty p in g a n d re se a rc h w ou ld o n ly w ork fo r

m ass- m ark et p ro d ucts . C ou ld w e m ove a s q uic k ly w hen t h e c u sto m ers w ere

e x p erts i n ﬁeld s s u ch a s m ed ic in e o r ﬁ nan ce ?

T o o u r s u rp ris e , th e ﬁ ve-d ay p ro ce ss h eld u p. I t w ork ed fo r a ll k in ds o f

cu sto m ers , fro m in vesto rs to fa rm ers , fro m o n co lo gis ts to sm all- b u sin ess

o w ne rs . It w ork ed fo r w eb sit e s, iP hon e a p ps, p ap er m ed ic a l re p orts , a n d

h ig h -te ch h ard w are . A nd it w asn ’t ju st f o r d evelo p in g p ro d ucts . W e’v e u se d

sp rint s fo r prio rit iz atio n, fo r mark etin g str a te g y, even fo r nam in g co m pani es. T im e and tim e ag ain , th e p ro ce ss b rin gs te a m s to geth er an d

bring s i d ea s t o l i f e .

O ver t h e p ast f e w y e a rs , o u r t e a m h as h ad a n u n para lle le d o p portu n it y t o

e x p erim ent a nd v ali d ate o u r id ea s a b ou t w ork p ro ce ss. W e’v e r u n m ore t h an

o ne h und re d sp rint s w it h th e sta rtu p s in th e G V p ortfo li o . W e’v e w ork ed

a lo ng sid e, and le a rne d fro m , b rilli a n t en tr e p re n eu rs li k e A nn e W ojc ic k i

(fo u nd er of 23a ndMe), E v W illi a m s (fo u n der of T w it t e r, B lo gger, an d

M ed iu m ), a nd C had H urle y a nd S te ve C hen ( fo u n ders o f Y ou T ube).

I n th e beg inni ng, I want ed to m ak e m y work d ay s eﬃc ie n t an d

m ea ni ng fu l. I w ant ed to fo cu s o n w hat w as tr u ly im porta n t a n d m ak e m y

tim e c o u nt —f or m e, f o r m y t e a m , a n d f o r o u r c u sto m ers . N ow , m ore t h an a

d eca d e la te r, th e s p rint p ro ce ss h as c o n sis te n tly h elp ed m e re ach th at g o al.

A nd I ’m s u p ere x cit e d t o s h are i t w it h y o u i n t h is b ook .

W it h lu ck , y o u c h ose y o u r w ork b eca u se o f a b old v is io n . Y ou w an t to

d eli v er th at v is io n to th e w orld , w heth er it ’s a m essa g e o r a se rv ic e o r a n

ex p erie nc e, so ftw are o r h ard w are o r e ven —a s in th e c a se o f th is b ook —a

sto ry o r a n id ea . B ut b ring ing a v is io n to li f e is d iﬃcu lt . I t’s a ll to o e a sy to

g et s tu ck in ch urn: e nd le ss e m ail, d ead li n es t h at s li p , m eetin gs t h at b u rn u p

yo u r d ay, a nd l o ng -te rm p ro je cts b ase d o n q uestio n ab le a ssu m ptio n s.

I t d oesn ’t h ave t o b e t h at w ay. S prin ts o ﬀ er a p ath t o s o lv e b ig p ro b le m s,

te st ne w id ea s, g et m ore d one , a n d d o it f a ste r.  ey a ls o a llo w y o u t o h ave

m ore f u n a lo ng t h e w ay. I n oth er w ord s, y o u’v e a b so lu te ly g o t t o t r y o n e f o r

yo u rs e lf . L et’s g et t o w ork .

—Ja ke K na pp San Fra nc is c o , F eb ru ary 2016 In tro d ucti on

One o verc a st m orni ng in May 2014, Jo h n Z era ts k y w alk ed in to a d ra b

b eig e b u ild ing in Sunn yvale , C ali f o rn ia . J o h n w as t h ere t o t a lk w it h S av io k e

L ab s, o ne o f G oogle V ent ure s’ n ew est in vestm en ts . H e w ou n d h is w ay

th ro u gh a la b yrint h o f c o rr id ors a n d u p a sh ort ﬂ ig h t o f sta ir s , fo u n d th e

pla in wood en door m ark ed 2B , a n d w en t i n sid e.

N ow , t e ch c o m pani es t e nd t o b e a li t tle d is a p poin tin g t o t h ose e x p ectin g

glo w ing re d co m pute r eye s, S ta r T rek –s ty le holo d eck s, or to p se cre t

b lu ep rint s. M ost o f S ili c o n Valle y i s e sse n tia ll y a b u n ch o f d esk s, c o m pute rs ,

a nd co ﬀ ee cu p s. B ut b eh ind d oor 2B th ere w ere p ile s o f cir c u it b oard s,

p ly w ood c u to u ts , a nd p la stic a rm atu re s f re sh o ﬀ th e 3D p rin te r. S old erin g

ir o ns , d rills , a nd b lu ep rint s. Y es, a ctu al to p se cre t b lu ep rin ts . “  is p la ce ,”

t h ou gh t J o h n, “ lo ok s l i k e a s ta rtu p sh ou ld l o ok .”

 en he sa w th e m ach ine . It w as a th re e-a n d-a -h alf - fo ot- ta ll c y li n der,

r o u gh ly t h e s iz e a nd s h ap e o f a k it c h en t r a sh c a n . I ts g lo ssy w hit e b od y h ad

a ﬂ are d b ase and an ele g ant ta p er.  ere w as a sm all co m pute r d is p la y

a ﬃx ed t o t h e t o p, a lm ost li k e a f a ce . A nd t h e m ach in e c o u ld m ove. I t g li d ed

acro ss t h e ﬂ oor u nd er i t s o w n pow er.

“  is is th e R ela y ro b ot,” sa id S te ve C ou sin s, S av io k e’s fo u n der an d

C EO . S te ve w ore je a ns a nd a d ark T -sh ir t, a n d h ad t h e e n th usia stic a ir o f a mid d le -sc h ool sc ie nc e te ach er. H e w atc h ed th e li t tle m ach in e w it h p rid e.

“B uilt r ig h t h ere , f ro m o ﬀ -th e-sh elf p arts .”

 e R ela y r o b ot, S te ve e x p la ine d, h ad b een e n gin eere d f o r h ote l d eli v ery

se rv ic e . I t c o u ld na vig ate a u to no mou sly , r id e t h e e le vato r b y it s e lf , a n d c a rr y

it e m s su ch as to oth bru sh es, to w els , an d sn ack s to g u est ro om s. A s th ey

w atc h ed , th e li t tle ro b ot c a re fu ll y d ro ve a ro u n d a d esk c h air , th en s to p ped

ne ar a n ele ctr ic a l o u tle t.

S av io k e (p ro no unc ed “ S av vy O ak ”) h ad a te a m o f w orld -c la ss e n gin eers

a nd desig ne rs , m ost of th em fo rm er em plo ye es of W illo w G ara g e, a

re no wne d p riv ate ro b otic s re se a rc h la b in S ili c o n V alle y.  ey sh are d a

vis io n fo r bring ing ro b ot help ers in to hum an s’ every d ay li v es—i n

re sta u ra nt s, h osp it a ls , e ld er c a re f a cili t ie s, a n d s o o n .

S te ve h ad d ecid ed to sta rt w it h h ote ls b eca u se th ey w ere a re la tiv ely

s im ple a nd u nc hang ing e n vir o nm en t w it h a p ers is te n t p ro b le m : “ r u sh h ou r”

p ea k s in th e m orni ng a nd e ven in g w hen c h eck -in s, c h eck -o u ts , a n d ro om

d eli v ery r e q uests ﬂ ood ed t h e f ro n t d esk . I t w as t h e p erfe ct o p portu n it y f o r a

r o b ot t o h elp .  e ne xt m ont h, t h is r o b ot—t he ﬁ rs t f u ll y o p era tio n al R ela y

—w ou ld g o int o se rv ic e at a n ea rb y h ote l, m ak in g re a l d eli v erie s to re a l

g u ests . I f a g u est f o rg o t a t o oth bru sh o r a r a z o r, t h e r o b ot w ou ld b e t h ere t o

h elp .

B ut th ere w as o ne p ro b le m . S te ve an d h is te a m w orr ie d th at gu ests

m ig h t n ot li k e a d eli v ery ro b ot. W ou ld it u n nerv e o r e ven f rig h te n th em ?

 e ro b ot w as a te ch no lo gic a l w on der, b u t S av io k e w asn ’t su re h ow th e

m ach ine s h ou ld b eh ave a ro u nd p eo p le . ere w as t o o m uch o f a r is k , S te ve e x p la in ed , t h at i t c o u ld f e el c re e p y t o

h ave a m ach ine d eli v ering to w els . S av io k e’s h ead d esig n er, A dria n C an oso ,

h ad a r a ng e o f id ea s f o r m ak ing t h e R ela y a p pea r f rie n d ly , b u t t h e t e a m h ad

to m ak e a lo t o f d ecis io ns b efo re th e ro b ot w ou ld b e re ad y fo r th e p ubli c .

H ow sh ou ld th e ro b ot c o m mun ic a te w it h g u ests ? H ow m uch p ers o n ali t y

w as t o o m uch ? “ A nd t h en th ere ’s t h e e le vato r,” S te ve s a id .

Jo h n no dded . “ P ers o na ll y , I ﬁ nd e le vato rs a w kw ard w it h o th er h um an s.”

“ E xactly .” S te ve g ave t h e R ela y a p at. “ W hat h ap pen s w hen y o u t h ro w a

r o b ot i n th e m ix ?”

S av io k e h ad o nl y b een in bu sine ss fo r a fe w m on th s.  ey ’d fo cu se d o n

getting th e d esig n and e ng ine erin g rig h t.  ey ’d n eg o tia te d th e p ilo t w it h

S ta rw ood , a h ote l c h ain wit h h un dre d s o f p ro p ertie s. B ut t h ey s till h ad b ig

q uestio ns to ans wer. M is sio n- crit ic a l, m ak e-o r- b re a k ty p e q uestio n s, an d

onl y a f e w w eek s t o ﬁ gu re o u t t h e a n sw ers b efo re t h e h ote l p ilo t b eg an .

It w as t h e p erfe ct t im e f o r a s p rin t.

• • •

 e s p rint is G V’s u ni que ﬁ ve-d ay p ro ce ss fo r a n sw erin g c ru cia l q uestio n s

th ro u gh p ro to ty p ing a nd te sting id ea s w it h c u sto m ers . I t’s a “ g re a te st h it s ”

o f b u sine ss str a te g y, inno vatio n , b eh av io ra l sc ie n ce , d esig n , an d m ore —

p ack ag ed i nt o a s te p -b y-ste p p ro ce ss t h at a n y t e a m c a n u se .

 e S av io k e te a m c o ns id ere d d ozen s o f id ea s fo r th eir ro b ot, th en u se d

str u ctu re d decis io n- mak ing to se le ct th e str o n gest so lu tio n s wit h ou t

gro u p th ink .  ey b u ilt a r e a li s tic p ro to ty p e i n ju st o n e d ay. A nd f o r t h e ﬁ nal ste p o f th e sp rint , th ey re cru it e d ta rg et c u sto m ers a n d se t u p a m ak esh if t

r e se a rc h l a b a t a ne arb y h ote l.

W e’d lo ve t o t e ll y o u t h at w e, t h e a u th ors , w ere t h e g en iu s h ero es o f t h is

s to ry. I t’d b e w ond erfu l if w e c o u ld s w oop in to a n y c o m pan y a n d d is h o u t

brilli a nt id ea s th at wou ld tr a n sfo rm it in to a bre a k o u t su cce ss.

U nf ortu na te ly , w e a re no t g eni use s. S av io k e’s s p rin t w ork ed b eca u se o f th e

re a l e x p erts : t h e p eo p le w ho w ere o n t h e t e a m a ll a lo n g. W e ju st g ave t h em

a p ro ce ss t o g et i t d one .

Here ’s h ow t h e S av io k e s p rint w en t d ow n. A nd if y o u’r e n ot a r o b otic is t

y o u rs e lf , d on’t w orr y. W e u se th is s a m e e x act s p rin t s tr u ctu re fo r s o ftw are ,

se rv ic e s, m ark eting , a nd o th er ﬁ eld s.

F ir s t, th e te a m c le a re d a fu ll w eek o n th eir c a le n dars . F ro m M on day to

F rid ay, t h ey c a nc ele d a ll m eeting s, s e t t h e “ o u t o f o ﬃce ” r e sp on ders o n t h eir

e m ail, and co m ple te ly fo cu se d o n o n e q uestio n : H ow sh ou ld th eir ro b ot

b eh ave a ro u nd h um ans ?

Nex t, th ey m anu fa ctu re d a d ead li n e. S av io k e m ad e a rr a n gem en ts w it h

th e h ote l to ru n a li v e te st o n th e F rid ay o f th eir sp rin t w eek . N ow th e

pre ssu re w as on.  ere w ere on ly fo u r d ay s to d esig n an d p ro to ty p e a

w ork ing s o lu tio n.

O n M ond ay, S av io k e r e vie w ed e very th in g t h ey k n ew a b ou t t h e p ro b le m .

Ste ve ta lk ed ab ou t th e im porta n ce of gu est sa tis fa ctio n , w hic h hote ls

m ea su re and tr a ck re li g io u sly . If th e R ela y ro b ot booste d sa tis fa ctio n

nu mbers d uring th e p ilo t p ro gra m , h ote ls w ou ld o rd er m ore ro b ots . B ut if

t h at nu mber s ta y e d ﬂ at, o r f e ll, a n d t h e o rd ers d id n’t c o m e i n , t h eir ﬂ ed gli n g

bu sine ss w ou ld b e i n a p re ca rio u s p osit io n . Togeth er, w e c re a te d a m ap to id en tif y th e b ig gest ris k s.  in k o f th is

m ap a s a s to ry : g u est m eets r o b ot, r o b ot g iv es g u est to oth bru sh , g u est fa lls

f o r ro b ot. A lo ng th e w ay w ere crit ic a l m om en ts w hen ro b ot an d gu est

m ig h t in te ra ct f o r t h e ﬁ rs t t im e: in t h e lo b by, in t h e e le vato r, in t h e h all w ay,

a nd s o o n. S o w here s h ou ld w e s p en d o u r e ﬀ ort? W it h o n ly ﬁ ve d ay s in t h e

sp rint , y o u h ave to fo cu s o n a sp eciﬁ c ta rg et. S te ve c h ose th e m om en t o f

d eli v ery. G et i t r ig h t, a nd t h e g u est i s d eli g h te d . G et i t w ro n g, a n d t h e f ro n t

desk m ig h t s p end a ll d ay a ns werin g q uestio n s f ro m c o n fu se d t r a vele rs .

O ne b ig co nc ern ca m e u p ag ain an d ag ain :  e te a m w orr ie d ab ou t

m ak ing th e ro b ot ap pea r to o sm art. “W e’r e all sp oile d by C -3P O an d

W ALL -E ,” e x p la ine d S te ve. “ W e e x p ect r o b ots to h ave fe eli n gs a n d p la n s,

h op es a n d d re a m s. O ur r o b ot is ju st n ot t h at s o p h is tic a te d . I f g u ests t a lk t o

it , i t ’s no t g o ing t o t a lk b ack . A nd i f w e d is a p poin t p eo p le , w e’r e s u n k.”

O n Tuesd ay, th e te a m s w it c h ed f ro m p ro b le m to s o lu tio n s. I n ste ad o f a

r a u co u s b ra ins to rm , p eo p le s k etc h ed s o lu tio n s o n th eir o w n. A nd it w asn ’t

j u st th e d esig ne rs . T essa L au , th e ch ie f ro b ot e n gin eer, sk etc h ed . S o d id

I z u m i Y ask aw a, t h e h ead o f b u sin ess d evelo p m en t, a n d S te ve, t h e C EO .

By W ed ne sd ay m orni ng , sk etc h es a n d n ote s p la ste re d th e w alls o f th e

co nf ere nc e r o om . S om e o f t h e id ea s w ere n ew , b u t s o m e w ere o ld id ea s t h at

h ad o nc e b een dis c a rd ed o r ne ver th ou gh t th ro u gh . I n a ll, w e h ad tw en ty -

th re e c o m peting s o lu tio ns .

How c o u ld w e n arro w t h em d ow n? I n m ost o rg an iz atio n s, it w ou ld t a k e

w eek s o f m eeting s a nd e nd le ss e m ails to d ecid e. B ut w e h ad a sin gle d ay.

F rid ay ’s t e st w as l o om ing , a nd e very b od y c o u ld s e n se i t . W e u se d v o tin g a n d

str u ctu re d d is c u ssio n to d ecid e q uic k ly , q uie tly , a n d w it h ou t a rg u m en t. e te st w ou ld inc lu d e a sla te of S av io k e d esig n er A dria n C an oso ’s

b old est id ea s: a f a ce f o r t h e r o b ot a n d a s o u n dtr a ck o f b eep s a n d c h im es. I t

w ou ld a ls o inc lu d e o ne o f th e m ore in tr ig u in g b u t c o n tr o vers ia l id ea s f ro m

th e sk etc h es: W hen th e ro b ot w as h ap py, it w ou ld d o a d an ce . “I ’m still

ne rv o u s a b ou t g iv ing it to o m uch p ers o n ali t y ,” S te ve sa id . “ B ut th is is th e

tim e t o t a k e r is k s.”

“ A fte r all, ” sa id T essa , “if it b lo w s u p n ow , w e ca n alw ay s d ia l b ack .”

 en sh e sa w th e lo ok s o n ou r fa ce s. “F ig u re o f sp eech . D on’t w orr y, th e

ro b ot c a n ’t a ctu all y b lo w u p.”

A s  urs d ay d aw ne d, w e h ad ju st e ig h t h ou rs t o g et t h e p ro to ty p e r e ad y

fo r F rid ay ’s li v e t e st in th e h ote l.  at s h ou ld n’t h ave b een e n ou gh t im e. W e

use d t w o t r ic k s t o ﬁ ni sh o u r p ro to ty p e o n t im e:

1. M uch o f t h e h ard w ork h ad b een d on e a lr e ad y. O n W ed n esd ay, w e

had a g re ed o n whic h id ea s to te st, a n d d ocu m en te d e ach p ote n tia l

so lu tio n in deta il. O nly t h e e x ecu tio n r e m ain ed .

2.  e r o b ot d id n’t ne ed t o r u n au to n om ou sly , a s i t w ou ld e ven tu all y i n

t h e h ote l. It ju st ne ed ed to ap pea r to w ork in o n e n arro w ta sk :

d eli v ering o ne t o oth bru sh t o o ne r o om .

Tessa a nd f e llo w e ng ine er A lli s o n T se p ro gra m med a n d t u n ed t h e r o b ot’s

m ovem ent s u sing a b ea t- u p la p to p a n d a P la y S ta tio n c o n tr o lle r. A dria n p ut

on a p air o f m assiv e h ead ph on es a n d o rc h estr a te d th e so u n d e ﬀ ects .  e

“fa ce ” w as m ock ed u p o n an iP ad a n d m ou n te d t o t h e r o b ot. B y 5 p.m ., t h e

ro b ot w as r e ad y. For F rid ay ’s t e st, S av io k e h ad li n ed u p in te rv ie w s w it h g u ests a t t h e lo ca l

S ta rw ood h ote l i n Cup ertino , C ali f o rn ia . A t 7 a.m . t h at m orn in g, w e r ig ged

a m ak esh if t re se a rc h la b ins id e o n e o f th e h ote l’s ro om s b y d uct- ta p in g a

c o u p le of w eb ca m s to th e w all. A nd at 9: 14 a.m ., th e ﬁ rs t gu est w as

b eg inni ng h er i nt erv ie w .

• • •

 e y o u ng w om an stu d ie d t h e h ote l r o om d eco r: li g h t w ood , n eu tr a l t o n es,

a ne wis h te le vis io n. N ic e a nd m od ern , b u t n oth in g u n usu al. S o w hat w as

th is i nt erv ie w a ll a b ou t?

S ta nd ing b esid e h er w as M ic h ae l M arg o li s , a r e se a rc h p artn er a t G V. F or

no w, M ic h ae l w ant ed to k eep th e su bje ct o f th e te st a su rp ris e . H e h ad

p la nne d o u t t h e e nt ir e int erv ie w t o a n sw er c e rta in q uestio n s f o r t h e S av io k e

te a m . R ig h t no w, h e w as tr y in g to u n ders ta n d th e w om an ’s tr a vel h ab it s ,

w hile e nc ou ra g ing h er t o r e act h on estly w hen t h e r o b ot a p pea re d .

M ic h ae l a d ju ste d h is g la sse s a nd a sk ed a se rie s o f q uestio n s a b ou t h er

h ote l ro u tine . W here d oes s h e p la ce h er s u it c a se ? W hen d oes s h e o p en it ?

A nd w hat w ou ld s h e d o i f s h e’d f o rg o tt e n h er t o oth bru sh ?

“I d on’t k no w. C all t h e f ro nt d esk , I s u p pose ?”

M ic h ae l jo tte d no te s o n a cli p board . “O kay.” H e p oin te d to th e d esk

p h one . “G o ah ead and ca ll. ” S he d ia le d . “N o p ro b le m ,” th e re ce p tio n is t

sa id . “ I ’l l s e nd u p a t o oth bru sh r ig h t a w ay.”

A s so on as th e w om an re tu rn ed th e re ce iv er to it s cra d le , M ic h ae l

co nt inu ed h is q uestio ns . D id s h e a lw ay s u se th e s a m e s u it c a se ? W hen w as

th e l a st t im e s h e’d f o rg o tte n so m eth in g o n a t r ip ? Brrrrin g.  e desk ph one int err u p te d her. She pic k ed up, an d an

au to m ate d m essa g e p la y e d : “ Y ou r t o oth bru sh h as a rr iv ed .”

W it h ou t t h ink ing , t h e w om an cro sse d t h e r o om , t u rn ed t h e h an d le , a n d

op ene d th e d oor. B ack at h ead quarte rs , th e sp rin t te a m m em bers w ere

g ath ere d a ro u nd a s e t o f v id eo d is p la y s, w atc h in g h er r e actio n .

“O h m y g o d ,” s h e s a id . “ I t’s a ro b ot !”

 e g lo ssy h atc h o p ene d slo w ly . In sid e w as th e to oth bru sh .  e ro b ot

m ad e a s e rie s o f c h im es a nd b ee p s a s th e w om an c o n ﬁ rm ed d eli v ery o n it s

to u ch sc re en. W hen sh e g ave th e ex p erie n ce a ﬁ ve-sta r re vie w , th e li t tle

m ach ine d anc ed f o r jo y b y t w is tin g b ack a n d f o rth .

“ is is so c o ol, ” sh e sa id . “I f th ey sta rt u sin g th is ro b ot, I’l l sta y h ere

e very t im e.” B ut it w asn ’t w hat s h e s a id . I t w as t h e s m ile o f d eli g h t t h at w e

sa w o ver th e v id eo str e a m . A nd it w as w hat sh e d id n’t d o—n o a w kw ard

p au se s a nd no f ru str a tio n as s h e d ea lt w it h t h e r o b ot.

W atc h ing t h e li v e v id eo , w e w ere n erv o u s t h ro u gh ou t t h at ﬁ rs t i n te rv ie w .

B y th e s e co nd a nd th ir d , w e w ere la u gh in g a n d e ven c h eerin g. G uest a fte r

g u est re sp ond ed th e s a m e w ay.  ey w ere e n th usia stic w hen th ey ﬁ rs t s a w

th e ro b ot.  ey h ad no tr o u ble re ce iv in g th eir to oth bru sh es, co n ﬁ rm in g

deli v ery o n th e to u ch sc re en, an d se n din g th e ro b ot o n it s w ay. P eo p le

w ant ed to c a ll th e r o b ot b ack to m ak e a s e co n d d eli v ery, ju st s o th ey c o u ld

s e e it a g ain.  ey e ven to ok se lﬁ es w it h th e ro b ot. B ut n o o n e, n ot o n e

pers o n, t r ie d t o e ng ag e t h e r o b ot i n a n y c o n vers a tio n .

A t t h e e nd o f t h e d ay, g re en ch eck m ark s ﬁ lle d o u r w hit e b oard .  e r is k y

ro b ot p ers o na li t y —t hose b li nk in g e ye s, so u n d e ﬀ ects , a n d, y e a h , e ven th e

“h ap py d anc e”— was a c o m ple te su cce ss. P rio r to th e sp rin t, S av io k e h ad been ne rv o u s a b ou t o verp ro m is in g t h e r o b ot’s c a p ab ili t y . N ow t h ey r e a li z ed

th at g iv ing th e ro b ot a w ins om e c h ara cte r m ig h t b e th e s e cre t to b oostin g

gu est s a tis fa ctio n.

N ot e very d eta il w as p erfe ct, o f c o u rs e .  e to u ch sc re en w as slu ggis h .

 e tim ing w as o ﬀ o n so m e o f th e so u n d eﬀ ects . O ne id ea , to in clu d e

gam es o n th e r o b ot’s t o u ch s c re en , d id n’t a p pea l t o g u ests a t a ll.  ese ﬂ aw s

m ea nt r e p rio rit iz ing s o m e e ng ine erin g w ork , b u t t h ere w as s till t im e. Sav io k e’s R ela y r o b ot. re e w eek s la te r, t h e r o b ot w ent in to f u ll- tim e s e rv ic e a t t h e h ote l. A nd

th e R ela y w as a h it . S to rie s a b ou t t h e c h arm in g r o b ot a p pea re d in t h e N ew

Y ork T im es a nd th e W ash in gt on P ost , a nd S av io k e ra ck ed u p m ore th an 1

b illi o n med ia im pre ssio ns in th e ﬁ rs t m on th . B ut, m ost im porta n t, g u ests

lo ved it . B y th e e nd o f th e su m m er, S av io k e h ad so m an y o rd ers fo r n ew

ro b ots t h at t h ey c o u ld h ard ly k ee p u p w it h p ro d uctio n .

S av io k e g am ble d b y g iv ing th eir r o b ot a p ers o n ali t y . B ut th ey w ere o n ly

c o nﬁ dent i n th at g am ble b eca u se t h e s p rin t l e t t h em t e st r is k y i d ea s q uic k ly . The t ro ub le w it h g ood id eas

G ood id ea s a re h ard t o ﬁ nd . A nd e ven t h e b est id ea s f a ce a n u n ce rta in p ath

to r e a l- w orld s u cce ss.  at’s t r u e w heth er y o u’r e r u n nin g a s ta rtu p, t e ach in g

a c la ss, o r w ork ing i ns id e a l a rg e o rg an iz atio n .

E xecu tio n ca n be d iﬃc ult . W hat’s th e m ost im porta n t p la ce to fo cu s

yo u r e ﬀ ort, a nd h ow d o y o u s ta rt? W hat w ill y o u r id ea lo ok li k e in r e a l li f e ?

S hou ld y o u a ssig n one s m art p ers o n t o ﬁ gu re it o u t o r h ave t h e w hole t e a m

b ra ins to rm ? A nd h ow d o yo u k n ow w hen yo u’v e g o t th e rig h t so lu tio n ?

H ow ma ny m ee ting s a nd d is c u ssio n s d oes it ta k e b efo re y o u c a n b e su re ?

A nd , o nc e i t ’s d one , w ill a n yb od y c a re ?

A s p artn ers a t G V, it ’s o u r m is sio n to h elp o u r sta rtu p s a n sw er th ese

g ia nt q uestio ns . W e’r e no t co ns ult a n ts p aid b y th e h ou r. W e’r e in vesto rs ,

a nd w e s u cce ed w hen ou r c o m pan ie s s u cce ed . T o h elp t h em s o lv e p ro b le m s

quic k ly a nd b e s e lf - su ﬃc ie nt , w e’v e o p tim iz ed o u r s p rin t p ro ce ss to d eli v er

th e b est r e su lt s i n th e le a st t im e. B est o f a ll, t h e p ro ce ss r e li e s o n t h e p eo p le ,

k no wle d ge, a nd t o ols t h at e very t e a m a lr e ad y h as.

W ork ing t o geth er w it h o u r s ta rtu p s in a s p rin t, w e s h ortc u t t h e e n d le ss-

d eb ate c yc le a nd c o m pre ss m ont hs o f tim e in to a sin gle w eek . I ns te ad o f

w ait ing to la u nc h a m ini m al p ro d uct to u n ders ta n d if a n id ea is a n y g o od ,

ou r c o m pani es g et c le a r d ata f ro m a r e a li s tic p ro to ty p e.

 e sp rint g iv es o u r sta rtu p s a su p erp ow er:  ey c a n fa st- fo rw ard in to

th e fu tu re to se e th eir ﬁ ni sh ed pro d uct an d cu sto m er re actio n s, befo re

m ak ing an y ex p ens iv e co m mit m en ts . W hen a ris k y id ea su cce ed s in a

sp rint , t h e p ay o ﬀ i s f a nt astic . B ut i t ’s t h e f a ilu re s t h at, w hile p ain fu l, p ro vid e th e g re a te st re tu rn on in vestm en t. Id en tif y in g c rit ic a l ﬂ aw s a fte r ju st ﬁ ve

d ay s o f w ork is th e h eig h t o f e ﬃ cie n cy. I t’s le a rn in g th e h ard w ay, w it h ou t

th e “ h ard w ay.”

A t G V, w e’v e ru n sp rint s w it h co m pan ie s li k e F ou n datio n M ed ic in e

(m ak ers of ad vanc ed ca nc er dia g n ostic s), N est (m ak ers of sm art h om e

ap pli a nc es), a nd B lu e B ottle C oﬀ ee (m ak ers o f, w ell, c o ﬀ ee). W e’v e u se d

sp rint s t o a sse ss t h e v ia b ili t y o f n ew b u sin esse s, t o m ak e t h e ﬁ rs t v ers io n o f

ne w m ob ile ap ps, to im pro ve p ro d ucts w it h m illi o n s o f u se rs , to d eﬁ ne

m ark eting str a te g ie s, a nd to d esig n re p orts fo r m ed ic a l te sts . S prin ts h ave

b een ru n b y in vestm ent b ank ers lo ok in g f o r t h eir n ex t s tr a te g y, b y t h e t e a m

a t G oogle bu ild ing th e se lf - d riv in g ca r, an d by hig h sc h ool stu d en ts

w ork ing o n a b ig m ath a ssig nm en t.

 is b ook is a D IY g u id e fo r ru n n in g y o u r o w n sp rin t to a n sw er y o u r

p re ssing b u sine ss q uestio ns . On M on day , y o u’l l m ap o u t th e p ro b le m a n d

pic k an im porta nt p la ce to fo cu s. On T uesd ay , yo u’l l sk etc h co m peting

s o lu tio ns o n pap er. On W ed n esd ay , y o u’l l m ak e d iﬃc ult d ecis io ns a n d t u rn

y o u r id ea s int o a te sta b le h yp oth esis . On  urs d ay , y o u’l l h am mer o u t a

re a li s tic p ro to ty p e. A nd on F rid ay , y o u’l l t e st i t w it h r e a l l i v e h um an s.

I ns te ad o f g iv ing h ig h -le vel a d vic e , w e d ig in to th e d eta ils . W e’l l h elp

y o u asse m ble th e p erfe ct sp rin t te a m fro m th e p eo p le w it h w hom yo u

alr e ad y w ork . Y ou’l l le a rn big stu ﬀ (li k e h ow to g et th e m ost o u t o f y o u r

te a m ’s d iv ers e o p ini ons an d o ne le ad er’s v is io n) , m ed iu m s tu ﬀ ( li k e w hy y o u r

te a m s h ou ld s p end t h re e s tr a ig h t d ay s w it h y o u r p h on es a n d c o m pute rs o ﬀ ),

a nd ni tt y -g rit t y s tu ﬀ (li k e w hy y o u s h ou ld e a t lu n ch a t 1 p.m .) . Y ou w on’t ﬁni sh w it h a c o m ple te , d eta ile d , re ad y-to -sh ip p ro d uct. B ut y o u w ill m ak e

ra p id p ro gre ss, a nd k no w f o r s u re i f y o u’r e h ead ed i n t h e r ig h t d ir e ctio n .

Y ou’l l se e so m e m eth od s th at lo ok fa m ili a r a n d o th ers th at a re n ew . If

y o u’r e fa m ili a r w it h le a n develo p m en t o r d esig n th in kin g, yo u’l l ﬁ nd th e

sp rint is a p ra ctic a l w ay to ap ply th ose p h ilo so p h ie s. If yo u r te a m u se s

“a g ile ” p ro ce sse s, y o u’l l ﬁ nd th at o u r d eﬁ nit io n o f “s p rin t” is d iﬀ ere n t, b u t

co m ple m ent ary. A nd if y o u h aven ’t h ea rd o f a n y o f th ese m eth od s, d on’t

w orr y —y ou’l l b e ﬁ ne .  is is a b ook fo r e x p erts a n d b eg in n ers a li k e, fo r

an yo ne w ho h as a big op portu n it y , p ro b le m , or id ea an d n eed s to get

sta rte d . E very s te p h as b een tr ie d , tw ea k ed , te ste d , a n d m ea su re d o ver th e

co u rs e o f o u r 100+ sp rint s a nd re ﬁ ned w it h th e in put w e’v e g ath ere d f ro m

th e g ro w ing s p rint c o m muni ty . I f i t d oesn ’t w ork , i t ’s n ot i n t h e b ook .

A t th e e nd , y o u’l l ﬁ nd a s e t o f c h eck li s ts , in clu d in g a s h op pin g li s t a n d

day -b y-d ay gu id es. You don’t have to m em oriz e every th in g now —t he

ch eck li s ts a w ait y o u o nc e y o u’r e re ad y to ru n y o u r o w n sp rin t. B ut b efo re

y o u s ta rt t h at s p rint , y o u’l l ne ed t o p la n c a re fu ll y t o m ak e i t a s u cce ss. I n t h e

ne xt c h ap te rs , w e’l l s h ow y o u h ow t o s e t t h e s ta g e. Set t h e S ta g e Befo re t h e s p rin t b eg in s, y o u’l l n eed t o h ave t h e r ig h t c h alle n ge

an d t h e r ig h t t e a m . Y ou’l l a ls o n eed tim e a nd s pace t o c o n duct

y o u r s p rin t. I n t h e n ex t t h re e c h ap te rs , w e’l l s h ow y o u h ow t o g et

re ad y. 1

Challe ng e

In 2002, a cla rine t pla y e r na med Ja m es Fre em an quit his jo b as a

pro fe ssio na l m usic ia n and f o u nd ed . . . a c o ﬀ ee c a rt.

J a m es w as o b se sse d w it h f re sh ly r o aste d c o ﬀ ee. I n t h ose d ay s in t h e S an

F ra nc is c o a re a , it w as ne arly im possib le to ﬁ nd c o ﬀ ee b ea n s w it h a ro ast

d ate p rint ed o n th e b ag . S o Ja m es d ecid ed to d o it h im se lf . H e c a re fu ll y

r o aste d b ea ns in a p otting s h ed a t h om e, t h en d ro ve t o fa rm ers ’ m ark ets in

B erk ele y a nd O ak la nd , C ali f o rni a, w here h e b re w ed a n d s o ld c o ﬀ ee b y th e

cu p. H is m anne r w as poli t e an d acco m mod atin g, an d th e co ﬀ ee w as

d eli c io u s.

S oon Ja m es and his ca rt, ca lle d B lu e B ott le C oﬀ ee, develo p ed a

fo llo w ing . In 2005, h e e sta b li s h ed a p erm an en t B lu e B ott le lo ca tio n in a

frie nd ’s S an Fra nc is c o g ara g e. O ver t h e n ex t f e w y e a rs , a s t h e b u sin ess g re w ,

he slo w ly o p ene d m ore c a fé s. B y 2012, B lu e B ott le h ad lo ca tio n s in S an

F ra nc is c o , O ak la nd , M anha tta n , a n d B ro ok ly n . I t w as a b u sin ess t h at m an y

w ou ld h ave co ns id ere d perfe ct.  e co ﬀ ee w as ra n ked am ong th e best

na tio n w id e.  e baris ta s w ere frie n d ly an d kn ow le d gea b le . E ven th e int erio r d esig n of th e c a fé s w as p erfe ct: w ood en sh elv es, ta ste fu l ce ra m ic

t ile s, a nd a n und ers ta te d l o go i n t h e p erfe ct s h ad e o f s k y b lu e.

B ut J a m es d id n’t c o ns id er t h e b u sin ess p erfe ct, o r c o m ple te . H e w as s till

ju st a s p assio na te a b ou t c o ﬀ ee a n d h osp it a li t y , a n d h e w an te d to b rin g th e

B lu e B ottle e x p erie nc e t o e ven more c o ﬀ ee lo vers . H e w an te d t o o p en m ore

c a fé s. H e w ant ed t o d eli v er f re sh ly r o aste d c o ﬀ ee t o p eo p le ’s h om es, e ven if

t h ey d id n’t li v e a n yw here ne ar a B lu e B ott le lo ca tio n . I f t h at c o ﬀ ee c a rt h ad

b een Sputni k, t h e ne xt p h ase w ou ld b e m ore l i k e a m oon s h ot.

S o in O cto b er 2 012, B lu e B ottle C oﬀ ee r a is e d $20 milli o n f ro m a g ro u p

of S ili c o n Valle y in vesto rs , inc lu d in g G V. Ja m es h ad m an y p la n s fo r th at

m one y, b u t o ne o f th e m ost o b vio u s w as b u ild in g a b ette r o n li n e s to re fo r

se lli ng f re sh c o ﬀ ee b ea ns . B ut B lu e B ott le w asn ’t a t e ch c o m pan y a n d J a m es

w as no e x p ert a t o nl ine r e ta il. H ow c o u ld h e t r a n sla te t h e m ag ic o f h is c a fé s

to s m artp h one s a nd l a p to p s?

S evera l w eek s l a te r, o n a b rig h t D ece m ber a fte rn oon , B ra d en K ow it z a n d

Jo h n Zera ts k y m et u p w it h J a m es.  ey s a t a ro u n d a c o u n te r, d ra n k c o ﬀ ee,

a nd dis c u sse d th e ch alle ng e.  e on li n e sto re w as im porta n t to th e

co m pan y. I t w ou ld t a k e t im e a n d m on ey t o g et it r ig h t, a n d it w as d iﬃc ult

t o k no w w here t o s ta rt. I n oth er w ord s, it s o u n ded li k e a p erfe ct c a n did ate

fo r a s p rint . J a m es a g re ed .

 ey ta lk ed a b ou t w ho sh ou ld b e in th e sp rin t. A n o b vio u s c h oic e w as

th e p ro gra m mer w ho w ou ld b e r e sp on sib le f o r b u ild in g B lu e B ottle ’s o n li n e

sto re . B ut Ja m es a ls o inc lu d ed B lu e B ott le ’s ch ie f o p era tin g o ﬃc er, ch ie f

ﬁ na nce o ﬃc er, and co m muni ca tio n s m an ag er. H e in clu d ed th e cu sto m er

se rv ic e le ad w ho h and le d q uestio n s a n d c o m pla in ts . H e e ven in clu d ed th e co m pan y’s e x ecu tiv e c h air m an: B ry an M eeh an , a r e ta il e x p ert w ho s ta rte d a

c h ain of o rg ani c g ro ce ry sto re s in th e U K. A nd, o f c o u rs e , Ja m es h im se lf

w ou ld b e i n th e r o om .

 e o nl ine s to re w as e sse nt ia ll y a s o ftw are p ro je ct—s om eth in g o u r t e a m

a t G V w as v ery fa m ili a r w it h . B ut th is g ro u p lo ok ed a lm ost n oth in g li k e a

tr a d it io na l s o ftw are t e a m .  ese w ere b u sy p eo p le , w ho w ou ld b e m is sin g a

f u ll w eek o f i m porta nt w ork . W ou ld t h e s p rin t b e w orth t h eir t im e?

• • •

O n M ond ay m orni ng o f o u r s p rin t w eek , t h e B lu e B ott le t e a m g ath ere d in

a c o nf ere nc e r o om a t G V’s o ﬃc e in S an F ra n cis c o . W e m ad e a d ia g ra m o n

th e w hit e b oard s h ow ing h ow c o ﬀ ee b u ye rs m ig h t m ove t h ro u gh t h e o n li n e

sto re .  e B lu e B ottle te a m ta rg ete d a n ew cu sto m er p urc h asin g co ﬀ ee

b ea ns . Ja m es w ant ed to fo cu s th e s p rin t o n th is s c e n ario b eca u se it w as s o

d iﬃc ult . I f t h ey c o u ld e sta b li s h c re d ib ili t y a n d c re a te a g re a t e x p erie n ce fo r

so m eo ne w ho h ad ne ver h ea rd o f B lu e B ott le , le t a lo n e v is it e d t h eir c a fé s o r

ta ste d t h eir c o ﬀ ee, t h en every o th er s it u atio n s h ou ld b e e a sy b y c o m paris o n .

W e ra n int o a b ig q uestio n: H ow sh ou ld w e o rg an iz e th e c o ﬀ ee?  e

sh op per in th is s c e na rio w ou ld b e c h oosin g b etw een a d ozen o r s o v arie tie s

o f b ea n, e ach i n a ne arly i d ent ic a l b ag . A nd—u nli k e i n B lu e B ott le ’s c a fé s—

th ere w ou ld b e no b aris ta t h ere t o h elp c h oose .

A t ﬁ rs t, th e a ns wer se em ed o b vio u s. F ro m b ou tiq ue co ﬀ ee ro aste rs to

m ains tr e a m g ia nt s li k e S ta rb u ck s, re ta ile rs te n d to o rg an iz e c o ﬀ ee b y th e

geo gra p h ic re g io n where it w as g ro w n. A fric a , L atin A m eric a , th e P aciﬁ c. Hond ura n co ﬀ ee v s. E th io p ia n co ﬀ ee. I t w ou ld b e lo gic a l f o r B lu e B ottle t o

c a te g o riz e t h eir b ea ns t h e s a m e w ay.

“ I h ave t o a d m it s o m eth ing ,” B ra d en a n nou n ce d . E very o n e t u rn ed . “ I ’m

i nt o c o ﬀ ee, o k ay ? I h ave a s c a le a t h om e a n d e very th in g.” E le ctr o n ic s c a le s

a re th e h allm ark o f a tr u e co ﬀ ee fre a k . O wnin g a sc a le m ea n t B ra d en

w eig h ed t h e w ate r a nd c o ﬀ ee b ea n s s o t h at h e c o u ld e x p erim en t a n d a d ju st

ra tio s a s h e b re w ed . W e’r e t a lk in g s c ie n ce h ere . C oﬀ ee s c a le s a re a ccu ra te t o

a f ra ctio n of a g ra m .

Bra d en sm ile d and h eld h is h an ds p alm u p. “I d on’t k n ow w hat th e

re g io ns m ea n. ”  ere w as sile nce . W e a vo id ed lo ok in g a t Ja m es. A fte r a ll,

B ra d en ’s b ra ve a d m is sio n m ig h t b e s e en a s h ere sy.

“  at’s o k ay,” sa id Ja m es.  e ﬂ ood gate o p en ed . Jo h n an d Ja k e d id n’t

k no w th e d iﬀ ere nc e b etw een co ﬀ ee r e g io n s, a n d n eit h er d id D an ie l B urk a.

W e d ra n k c o ﬀ ee to geth er c o ns ta n tly , b u t n on e o f u s h ad e ver a d m it te d to

o u r l a ck o f s o p h is tic a tio n.

 en Sera h G ia ru sso , B lu e B ott le ’s c u sto m er se rv ic e le ad , sn ap ped h er

ﬁ ng ers . “ W hat d o w e d o in th e c a fé s? ” sh e a sk ed . A fte r a ll, sh e w en t o n ,

 e B ra d en Sit u atio n must h ap pen to b aris ta s all th e tim e: a cu sto m er

co m es i n fo r c o ﬀ ee b ea ns , b u t i s n ’t s u re w hic h k in d t o b u y.

Ja m es is a s lo w a nd t h ou gh tfu l s p ea k er. H e p au se d f o r a m om en t b efo re

h e a ns were d . “  e b re w m eth od is v ery im porta n t,” h e sa id . “S o w e tr a in

t h e b aris ta s t o a sk t h e c u sto m er a s im ple q uestio n : ‘H ow d o y o u m ak e c o ﬀ ee

a t h om e?’ ” J a m es e x p la ine d t h at, d ep en din g o n w heth er t h e c u sto m er u se d a

C hem ex , o r a F re nc h p re ss, o r a M r. C oﬀ ee, o r w hate ver, t h e b aris ta s c o u ld

r e co m mend a b ea n to m atc h . “ ‘ H ow d o y o u m ak e c o ﬀ ee a t h om e . . . ? ’ ” B ra d en re p ea te d . E very o n e

jo tte d no te s. J a m es h ad s ta rte d th e s p rin t b y e x p la in in g h is v is io n : th at th e

onl ine s to re s h ou ld m atc h th e h osp it a li t y o f th e c a fé s. I t fe lt a s if w e w ere

o nt o s o m eth ing .

 e te a m sp ent th e fo llo w ing d ay sk etc h in g id ea s fo r th e sto re . O n

W ed ne sd ay m orni ng w e h ad ﬁ fte en d iﬀ ere n t s o lu tio n s.  at’s to o m an y to

te st w it h c u sto m ers , s o t h e t e a m v o te d o n t h eir f a vo rit e s a s a w ay t o n arro w

it d ow n.  en Ja m es, th e d ecis io n -m ak er, m ad e th e ﬁ nal p ic k o f th re e

sk etc h es t o t e st.

 e ﬁ rs t s k etc h s h ow ed a li t e ra l a p pro ach to m ak in g th e w eb sit e m atc h

th e ca fé s: It lo ok ed li k e th e in sid e o f a B lu e B ott le ca fé , co m ple te w it h

w ood en sh elv es.  e se co nd sk etc h in clu d ed lo ts o f te x t, to m ir ro r th e

co n vers a tio ns b aris ta s o fte n have w it h cu sto m ers . F in all y , Ja m es ch ose a

th ir d s k etc h th at o rg ani zed c o ﬀ ee b y b re w m eth od , b rin gin g th e “ H ow d o

yo u m ak e c o ﬀ ee a t h om e?” q uestio n r ig h t o n to t h e c o m pute r s c re e n .

Ja m es had ch ose n th re e co m petin g id ea s. S o w hic h on e sh ou ld w e

pro to ty p e a nd te st?  e id ea o f a w eb sit e th at lo ok ed li k e th e c a fé w as th e

m ost a p pea li ng . B lu e B ottle ’s a e sth etic i s c e le b ra te d , a n d a m atc h in g w eb sit e

w ou ld lo ok d iﬀ ere nt f ro m a n yth in g e ls e in th e m ark et. W e h ad to tr y th at

id ea , an d it w asn ’t co m patib le w it h th e o th er so lu tio n s. B ut th ose o th er

so lu tio ns w ere a ls o r e a ll y i nt rig u ing . W e c o u ld n’t q uit e d ecid e.

S o w e decid ed to pro to ty p e all th re e. A fte r all, w e did n’t need a

fu nc tio ni ng w eb sit e . T o a p pea r re a l in o u r te st, e ach fa k e o n li n e s to re o n ly

r e q uir e d a f e w k ey s c re ens . W ork in g t o geth er w it h t h e B lu e B ott le t e a m , w e

use d K ey no te p re se nt atio n so ftw are to m ak e a se rie s o f sli d es th at lo ok ed li k e th re e re a l w eb sit e s. W it h a li t tle in gen uit y , a n d w it h ou t a n y c o m pute r

p ro gra m ming a t a ll, w e s tit c h ed t h ose s c re en s in to a p ro to ty p e t h at o u r t e st

c u sto m ers c o u ld u se .

O n Frid ay, th e te a m w atc h ed th e c u sto m er in te rv ie w s. O ne a t a tim e,

co ﬀ ee drink ers sh op ped on se vera l w eb sit e s, w it h B lu e B ottle ’s th re e

p ro to ty p es sli p p ed in am ong th e co m petit o rs . (T o avo id tip pin g o ﬀ th e

cu sto m ers , w e g ave e ach p ro to ty p e a f a k e n am e.)

P atte rns e m erg ed .  e sto re w it h w ood en sh elv es, w hic h e very o n e h ad

su ch hig h hop es fo r? W e th ou gh t th e pro to ty p e w as bea u tif u l, bu t

cu sto m ers sa id it w as “c h eesy ” an d “n ot tr u stw orth y.” B ut th e o th er tw o

pro to ty p es f a re d f a r b ette r.  e “ H ow d o y o u m ak e c o ﬀ ee a t h om e?” d esig n

w ork ed s e a m le ssly . A nd t h e “ lo ts o f t e x t” d esig n s h ock ed u s: P eo p le a ctu all y

r ea d a ll th ose w ord s, a nd th e e x tr a in fo rm atio n b ro u gh t B lu e B ott le ’s v o ic e

a nd e x p ertis e t o l i f e . A s o ne c u sto m er s a id , “  ese g u ys k n ow c o ﬀ ee.”

J a m es a nd t h e B lu e B ottle t e a m b u ilt c o n ﬁ den ce w it h t h eir s p rin t.  ey

w ere m uch c lo se r to d eﬁ ni ng h ow th eir o n li n e sto re w ou ld w ork . W hat’s

m ore , t h ey ’d d on e it in a w ay t h at f e lt t r u e t o t h eir p rin cip le s o f h osp it a li t y .

 ey b eli e ved t h e o nl ine s to re c o u ld b e a n a u th en tic B lu e B ott le e x p erie n ce .

A fe w m ont hs la te r, B lu e B ottle la u n ch ed th eir n ew w eb sit e , a n d th eir

o nl ine sa le s gro w th dou ble d .  e nex t ye a r, th ey acq uir e d a co ﬀ ee

su bsc rip tio n co m pan y. W it h a big ger te a m an d new te ch nolo g y, th ey

ex p and ed t h e w eb s to re a nd b eg an e x p erim en tin g w it h n ew o ﬀ erin gs.  ey

k ne w it w ou ld ta k e y e a rs to g et th e o n li n e sto re rig h t—b ut in th e sp rin t,

th ey s ta rte d o n th eir p ath . The b ig ger t h e c h alle ng e, t h e b ette r t h e s p rin t

If y o u’r e s ta rting a p ro je ct th at w ill ta k e m on th s o r y e a rs —l ik e B lu e B ottle

a nd t h eir ne w o nl ine s to re —a s p rin t m ak es a n e x ce lle n t k ic k o ﬀ . B ut s p rin ts

a re n ’t o nl y fo r lo ng -te rm p ro je cts . H ere are th re e ch alle n gin g sit u atio n s

w here s p rint s c a n help :

H ig h S ta k es

L ik e B lu e B ottle C oﬀ ee, y o u’r e f a cin g a b ig p ro b le m a n d t h e s o lu tio n

w ill re q uir e a lo t o f tim e a nd m on ey. I t’s a s if y o u’r e th e c a p ta in o f a

s h ip . A s p rint is y o u r c h anc e t o c h eck t h e n av ig atio n c h arts a n d s te er

in th e r ig h t d ir e ctio n befo re g o ing f u ll s te a m a h ead .

N ot E nou gh T im e

You’r e u p a g ains t a d ead li ne , li k e S av io k e ru sh in g to g et th eir ro b ot

re ad y fo r th e h ote l p ilo t. Y ou ne ed g o od s o lu tio n s, fa st. A s th e n am e

su ggests , a s p rint i s b u ilt f o r s p eed .

Ju st P la in S tu ck

S om e im porta nt p ro je cts a re h ard to sta rt. O th ers lo se m om en tu m

alo ng th e w ay. I n th ese s it u atio ns , a s p rin t c a n b e a b ooste r r o ck et: a

f re sh ap p ro ach to p ro b le m so lv in g th at h elp s yo u esc a p e gra v it y ’s

c lu tc h es.

W hen we t a lk t o s ta rtu p s a b ou t s p rin ts , w e e n co u ra g e t h em t o g o a fte r t h eir

m ost im porta nt p ro b le m . R unni ng a sp rin t re q uir e s a lo t o f en erg y an d fo cu s. D on’t go fo r th e sm all w in , o r th e n ic e -to -h ave p ro je ct, b eca u se

p eo p le w on’t b ring th eir b est e ﬀ orts .  ey p ro b ab ly w on’t e ven c le a r th eir

s c h ed ule s i n th e ﬁ rs t p la ce .

S o h ow b ig is to o b ig ? S ure , sp rin ts w ork g re a t fo r w eb sit e s a n d o th er

so ftw are c h alle ng es. B ut w hat a b ou t r e a ll y l a rg e, c o m pli c a te d p ro b le m s?

N ot lo n g a g o, Ja k e v is it e d h is f rie n d D av id L ow e, a v ic e p re sid en t o f a

c o m pan y c a lle d G ra co t h at m an ufa ctu re s p um ps a n d s p ra y e rs . G ra co is n ot

a s m all s ta rtu p.  ey ’r e a m ult in atio n al c o m pan y w ho h ave b een in b u sin ess

fo r m ore t h an ni ne ty y e a rs .

 e c o mpa ny w as d evelo p ing a ne w k in d o f in dustr ia l p um p—a m ach in e

use d in asse m bly li ne s. D av id , th e V P, w on dere d if a sp rin t m ig h t h elp

lo w er th e r is k o f th e p ro je ct. A fte r a ll, it w ou ld ta k e e ig h te en m on th s a n d

m illi o ns o f d olla rs t o d esig n and m an ufa ctu re t h e n ew p um p. H ow c o u ld h e

be s u re t h ey w ere o n th e r ig h t t r a ck ?

Ja k e d oesn ’t k no w a n yth ing a b ou t in dustr ia l a sse m bly li n es, b u t o u t o f

cu rio sit y , h e jo ine d a m eeting w it h th e e n gin eerin g te a m . “ I ’l l b e h on est,”

J a k e s a id . “ A n ind ustr ia l p um p s o u n ds t o o c o m pli c a te d t o p ro to ty p e a n d t e st

in a w eek .”

B ut t h e t e a m w ou ld n’t g iv e u p s o e a sil y . I f li m it e d t o ju st ﬁ ve d ay s, t h ey

co u ld p ro to ty p e a b ro ch ure fo r th e p um p’s n ew fe a tu re s a n d tr y it in sa le s

v is it s .  at k ind o f t e st c o u ld a ns wer q uestio n s a b ou t m ark eta b ili t y .

B ut w hat a b ou t th e p um p it s e lf ?  e e n gin eers h ad id ea s fo r th at, to o.

T o te st e a se -o f- u se , th ey c o u ld 3D p rin t n ew n ozzle s a n d a tta ch th em to

e x is ting p um ps. T o te st ins ta lla tio n , th ey c o u ld b rin g c a b le s a n d h ose s to

ne arb y m anu fa ctu ring p la nt s a n d g et r e actio n s f ro m a sse m bly li n e w ork ers . ese t e sts w ou ld n’t b e p erfe ct. B ut t h ey w ou ld a n sw er b ig q uestio n s, b efo re

th e p um p e ven ex is te d .

Ja k e w as w ro ng .  e ind ustr ia l p um p w asn ’t t o o c o m pli c a te d f o r a s p rin t.

 e te a m of en gine ers acce p te d th e ﬁ ve-d ay co n str a in t an d use d th eir

d om ain ex p ertis e to th ink cre a tiv ely .  ey sli c e d th e ch alle n ge in to

im porta nt q uestio ns , a nd s h ortc u ts s ta rte d t o a p pea r.

 e le sso n? N o p ro b le m is to o la rg e fo r a sp rin t. Y es, th is sta te m en t

so u nd s a b su rd , b u t th ere a re tw o b ig r e a so n s w hy it ’s tr u e. F ir s t, th e s p rin t

fo rc e s y o u r t e a m t o f o cu s o n th e m ost p re ssin g q uestio n s. S eco n d, t h e s p rin t

allo w s y o u to le a rn fro m ju st th e s u rfa ce o f a ﬁ nis h ed p ro d uct. B lu e B ottle

c o u ld u se a sli d e sh ow to p ro to ty p e th e su rfa ce o f a w eb sit e — befo re th ey

b u ilt th e so ftw are a nd in vent ory p ro ce sse s to m ak e it re a ll y w ork . G ra co

c o u ld u se a b ro ch ure to p ro to ty p e th e su rfa ce o f a sa le s co n vers a tio n —

befo re t h ey e ng ine ere d a nd b u ilt t h e p ro d uct t h ey w ere s e lli n g. So lv e t h e s u rfa ce ﬁ rs t

 e su rfa ce is im porta nt . It’s where yo u r pro d uct or se rv ic e m eets

c u sto m ers . H um an being s are co m ple x an d ﬁ ck le , so it ’s im possib le to

p re d ic t h ow t h ey ’l l r e act t o a b ra n d-n ew s o lu tio n . W hen o u r n ew id ea s f a il,

i t ’s u su all y b eca u se w e w ere o verc o n ﬁ den t a b ou t h ow w ell c u sto m ers w ou ld

u nd ers ta nd a nd h ow m uch t h ey w ou ld c a re .

G et th at su rfa ce rig h t, and yo u ca n w ork b ack w ard to ﬁ gu re o u t th e

und erly ing sy ste m s o r te ch no lo g y. F ocu sin g o n th e su rfa ce a llo w s yo u to

m ove f a st a nd a ns wer b ig q uestio n s b efo re y o u c o m mit t o e x ecu tio n , w hic h

is w hy a n y c h alle ng e, no m atte r h ow l a rg e, c a n b en eﬁ t f ro m a s p rin t. 2

Te am

Oce a n ’s E le v en , sta rr in g G eo rg e C lo one y a nd B ra d P it t, I is o ne o f th e a ll-

t im e g re a t c a p er m ovie s. In th e ﬁ lm , D an ny O ce a n , a n e x -c o n p la y e d b y

C lo one y, o rg ani zes a b and o f c a re er c rim in als f o r a o n ce -in -a -li f e tim e h eis t.

 eir t a rg et: a L as V eg as c a sino o n t h e n ig h t o f a b ig p riz eﬁ gh t, w hen $150

m illi o n will b e in th e v au lt .  e o d ds a re a g ain st t h em , t h e c lo ck is t ic k in g,

and i t t a k es a n int ric a te s tr a te g y a n d e very s p ecia l s k ill t h e t e a m p osse sse s t o

p ull it o ﬀ .  ere ’s a p ic k p ock et, an ex p lo siv es g u y, even an acro b at. It’s

e x ce lle nt c ine ma.

A s p rint re se m ble s th at p erfe ctly o rc h estr a te d h eis t . Y ou a nd y o u r te a m

p ut yo u r ta le nt s, tim e, and en erg y to th eir best use , ta k in g on an

o verw helm ing ch alle ng e and usin g yo u r w it s (a n d a li t tle tr ic k ery ) to

o verc o m e e very o b sta c le t h at c ro sse s y o u r p ath . T o p ull it o ﬀ , y o u n ee d th e

rig h t t e a m . Y ou s h ou ld n’t ne ed a p ic k p ock et, b u t y o u w ill n eed a le ad er a n d

a s e t o f d iv ers e s k ills .

T o b u ild th e p erfe ct sp rint te a m , ﬁ rs t yo u’r e g o in g to n eed a D an ny

O ce a n: so m eo ne w it h au th orit y to m ak e decis io n s.  at pers o n is th e

D ecid er, a r o le s o im porta nt w e w en t a h ead a n d c a p it a li z ed it .  e D ecid er is th e o ﬃc ia l d ecis io n- mak er fo r th e p ro je ct. A t m an y sta rtu p s w e w ork

w it h , it ’s a fo u n der o r C EO . A t b ig ger co m pan ie s, it m ig h t b e a V P, a

p ro d uct m ana ger, or ano th er te a m le ad er.  ese D ecid ers gen era ll y

u nd ers ta nd t h e p ro b le m in dep th , a n d t h ey o fte n h ave s tr o n g o p in io n s a n d

crit e ria t o h elp ﬁ nd t h e r ig h t s o lu tio n .

T ak e B lu e B ottle C oﬀ ee ’s sp rint . H av in g C EO Ja m es F re em an in th e

ro om w as c rit ic a l. H e w as th ere to ta lk a b ou t B lu e B ott le ’s c o re v alu es a n d

sh are his vis io n fo r an onl ine sto re th at m atc h ed th eir sta n dard s of

h osp it a li t y . H e c h ose t h e s k etc h es t h at b est a li g n ed w it h t h at v is io n . A nd h e

kne w h ow th e b aris ta s w ere tr a in ed , a d eta il th at u n lo ck ed a su rp ris in g

so lu tio n.

B ut it is n ’t ju st ex p ertis e and vis io n th at m ak es decis io n -m ak ers so

c ru cia l.  ere ’s a no th er im porta n t re a so n y o u n eed th em in vo lv ed in y o u r

sp rint , a nd w e l e a rne d a b ou t i t t h e h ard w ay. S ee, o n e o f t h e e a rly s p rin ts w e

tr ie d w as a big ﬂop. T o pro te ct th e in n oce n t, le t’s ca ll th e co m pan y

S quid C o. II W e’l l t e ll y o u w ho w asn ’t inno ce n t: J a k e, J o h n, a n d B ra d en . W e

sc re w ed u p.

W e’d c a re fu ll y i n vit e d e very o ne f ro m S quid C o’s t e a m w ho w ork ed o n t h e

pro je ct. E very o ne , th at is , ex ce p t fo r o n e p ers o n : S am , S quid C o’s ch ie f

p ro d uct o ﬃc er. S am w as g o ing to b e tr a veli n g, b u t th e w eek w ork ed fo r

every b od y e ls e . S o w e h elp ed S quid C o r u n a s p rin t.  ey m ad e a p ro to ty p e

and t e ste d i t .  e p ro to ty p e d id w ell w it h t h eir c u sto m ers , a n d t h e t e a m w as

re ad y t o s ta rt b u ild ing .

But w hen Sam re tu rne d, th e pro je ct en ded . W hat hap pen ed ?  e

so lu tio n had te ste d w ell—b ut S am d id n’t th in k w e h ad p ic k ed th e rig h t pro b le m to so lv e in th e ﬁ rs t pla ce .  ere w ere oth er, m ore im porta n t

prio rit ie s f o r t h e t e a m .

 e S quid C o s p rint fa ilu re w as o u r fa u lt . W e’d tr ie d to g u ess w hat S am

w ou ld s a y, a nd w e’d f a ile d .  e D ecid er sh ou ld h ave b een in th e r o om . Get a D ecid er (o r t w o)

 e D ecid er m ust b e in vo lv ed in th e sp rin t. If yo u , d ea r re ad er, are th e

D ecid er, c le a r y o u r sc h ed ule a n d g et in th e ro om . If y o u’r e n ot, y o u m ust

c o n vinc e th e D ecid er to jo in. Y ou m ig h t fe el n erv o u s; a fte r a ll, it ’s a b ig

t im e c o m mit m ent f o r a ne w p ro ce ss. I f y o u r D ecid er is r e lu cta n t, t r y o n e o r

m ore o f t h ese a rg u m ent s:

R ap id P rog re ss

E m ph asiz e t h e a m ou nt o f p ro gre ss y o u’l l m ak e in y o u r s p rin t: I n ju st

o ne w eek , yo u’l l h ave a re a li s tic p ro to ty p e. S om e D ecid ers are n ot

ex cit e d a b ou t c u sto m er te sts (a t le a st, u n til th ey se e o n e ﬁ rs th an d),

b u t a lm ost e very o ne l o ves f a st r e su lt s .

I t’s a n E xp erim en t

C ons id er y o u r ﬁ rs t s p rint a n ex p erim en t. W hen it ’s o ver, t h e D ecid er

ca n help e valu ate h ow e ﬀ ectiv e it w as. W e’v e f o u n d t h at m an y p eo p le

w ho a re h esit a nt to c h ang e th e w ay th ey w ork a re o p en to a o n etim e

ex p erim ent .

Exp la in th e T ra d eoﬀ s

Show t h e D ecid er a li s t o f b ig m eetin gs a n d w ork it e m s y o u a n d y o u r

te a m w ill m is s d uring th e s p rin t w eek . T ell h er w hic h it e m s y o u w ill

s k ip a nd w hic h y o u w ill p ostp one , a n d w hy.

I t’s A bou t F oc us Be h one st ab ou t yo u r m otiv atio n s. If th e q uali t y o f yo u r w ork is

s u ﬀ ering b eca u se y o u r te a m ’s re g u la r w ork sc h ed ule is to o sc a tte re d ,

sa y so . T ell th e D ecid er th at in ste ad of doin g an ok ay jo b on

every th ing , y o u’l l d o a n ex ce lle nt jo b o n o n e t h in g.

If th e D ecid er a g re es to th e s p rin t b u t c a n ’t s p are a fu ll w eek , in vit e h er

to jo in yo u a t a fe w k ey p oint s. O n M on day, s h e c a n s h are h er p ers p ectiv e

o n th e p ro b le m . O n W ed ne sd ay, s h e c a n h elp c h oose t h e r ig h t id ea t o t e st.

A nd on F rid ay, sh e sh ou ld sto p by to se e h ow cu sto m ers re act to th e

pro to ty p e.

If sh e’s o nl y g o ing to m ak e c a m eo a p pea ra n ce s, y o u r D ecid er n ee d s to

h ave a n oﬃc ia l d ele g ate in th e r o om . I n m an y o f o u r s p rin ts w it h s ta rtu p s,

th e C EO ap point s one or tw o peo p le fro m th e sp rin t te a m to act as

D ecid ers w hen sh e’s no t th ere . In o n e sp rin t, th e C EO se n t th e d esig n

d ir e cto r an em ail th at re ad , “I here b y gra n t yo u all decis io n -m ak in g

au th orit y fo r th is p ro je ct.” A bsu rd ? Y es. E ﬀectiv e? A bso lu te ly .  is o ﬃc ia l

p ow er tr a ns fe r a d ded tr e m end ou s c la rit y , th e k in d o f c la rit y w e w is h w e’d

h ad w it h S quid C o.

A nd if y o u r D ecid er d oesn ’t b eli e ve th e s p rin t to b e w orth w hile ? I f s h e

w on’t e ven sto p b y f o r a c a m eo ? H old u p !  at’s a g ia n t r e d ﬂ ag . Y ou m ig h t

h ave th e w ro ng p ro je ct. T ak e y o u r tim e, ta lk w it h th e D ecid er, a n d ﬁ gu re

o u t w hic h b ig c h alle ng e w ou ld b e b ett e r. I II

O nc e y o u’v e g o t a D ecid er ( o r t w o) c o m mit t e d t o t h e s p rin t, it ’s t im e t o

a sse m ble y o u r sp rint te a m .  ese a re th e p eo p le w ho w ill b e in th e ro om

w it h yo u , a ll d ay, e very d ay d urin g th e sp rin t. O n M on day, th ey ’l l w ork wit h y o u to u nd ers ta nd th e p ro b le m a n d c h oose w hic h part to fo cu s o n.

 ro u gh ou t th e w eek , th ey ’l l b e th e o n es sk etc h in g so lu tio n s, crit iq uin g

id ea s, b u ild ing t h e p ro to ty p e, a n d w atc h in g t h e c u sto m er i n te rv ie w s. Oce an ’s S eve n

W e’v e fo u nd th e id ea l siz e fo r a sp rin t to b e se ven p eo p le o r fe w er. W it h

e ig h t p eo p le , o r ni ne , o r m ore , th e sp rin t m oves m ore slo w ly , a n d yo u’l l

h ave to w ork h ard er to k eep e very o n e fo cu se d a n d p ro d uctiv e. W it h s e ven

o r f e w er, e very th ing is e a sie r. ( Y es, y e s—w e k n ow t h ere w ere e le ven p eo p le

i n O ce a n ’s E le v en . I t w as ju st a m ovie !)

S o w ho s h ou ld y o u inc lu d e? O f c o u rs e y o u’l l w an t s o m e o f t h e f o lk s w ho

bu ild th e p ro d uct or ru n th e se rv ic e —t he en gin eers , d esig n ers , p ro d uct

m ana gers , a nd so o n. A fte r a ll, th ey k n ow h ow y o u r c o m pan y’s p ro d ucts

a nd s e rv ic e s w ork a nd th ey m ig h t a lr e ad y h ave id ea s a b ou t th e p ro b le m a t

h and .

But y o u s h ou ld n’t li m it y o u r s p rin t t e a m t o ju st t h ose w ho n orm all y w ork

to geth er. S print s a re m ost s u cce ssfu l w it h a m ix o f p eo p le : th e c o re p eo p le

w ho w ork o n ex ecu tio n alo ng w it h a fe w ex tr a ex p erts w it h sp ecia li z ed

k no wle d ge.

In Sav io k e’s s p rint , w e g o t g re a t id ea s f ro m t h e p eo p le y o u’d e x p ect, li k e

th e ro b otic is ts and th e h ead o f d esig n . B ut o n e o f th e m ost im porta n t

co nt rib u to rs t u rn ed o u t t o b e I z u m i Y ask aw a. I z u m i w asn ’t p art o f t h e t e a m

th at b u ilt th e ro b ot, b u t as S av io k e’s h ead o f b u sin ess d evelo p m en t, sh e

kne w m ore th an an yo ne a b ou t h ow h ote ls o p era te d a n d w hat th ey w an te d

fro m t h e r o b ot.

F or B lu e B ottle C oﬀ ee, im porta n t in sig h ts ca m e fro m th e cu sto m er

se rv ic e ma nager a nd th e C FO , p eo p le w ho n orm all y w ou ld n’t h ave b een

in vo lv ed in bu ild ing th e w eb sit e . In oth er sp rin ts , w e’v e had w in nin g so lu tio ns co m e fro m ca rd io lo gis ts , math em atic ia n s, an d fa rm in g

co ns ult a nt s.  e co m mon tr a it s th ey a ll sh are d ?  ey h ad d ee p e x p ertis e

a nd th ey w ere e x cit e d a b ou t th e c h alle n ge.  ose a re p eo p le y o u w an t in

y o u r s p rint . Recru it a t e am o f s e ve n (o r f e w er)

C hoosing w hom t o inc lu d e is n ’t a lw ay s e a sy, s o w e’v e c re a te d a c h ea t s h eet.

Y ou d on’t h ave to inc lu d e e ach a n d e very ro le li s te d h ere . A nd fo r so m e

ro le s, y o u m ig h t c h oose t w o o r t h re e. J u st r e m em ber t h at a m ix i s g o od .

D ecid er

W ho m ak es d ecis io ns f o r y o u r t e a m ? P erh ap s it ’s t h e C EO , o r m ay b e

it ’s ju st th e “ C EO ” o f th is p artic u la r p ro je ct. I f s h e c a n ’t jo in fo r th e

w hole tim e, m ak e su re sh e m ak es a co u p le of ap pea ra n ce s an d

dele g ate s a D ecid er ( o r t w o) w ho c a n b e i n t h e r o om a t a ll t im es.

E xam ple s: C E O , fo u n der, pro d u ct m an ager, hea d o f d esig n

F in an ce e xp ert

W ho c a n ex p la in where t h e m one y c o m es f ro m ( a n d w here i t g o es)?

E xam ple s: C E O , C FO , bu sin ess d ev elo p m en t m an ager

M ark etin g e xp ert

W ho c ra fts y o u r c o m pan y’s m essa g es?

E xam ple s: C M O, m ark ete r, P R , co m mun it y m an ager

C ustom er e xp ert

W ho r e g u la rly t a lk s t o y o u r c u sto m ers o n e-o n -o n e?

E xam ple s: rese a rch er, sa le s, cu st o m er s u pport

T ech /l og is tic s e xp ert

W ho b est u nd ers ta nd s w hat y o u r c o m pan y c a n b u ild a n d d eli v er? Exam ple s: C T O , en gi nee r

D esig n e xp ert

W ho d esig ns t h e p ro d ucts y o u r c o m pan y m ak es?

E xam ple s: design er, pro d u ct m an ager

 e w ord “ te a m ” is p re tt y c h ea p , b u t in a s p rin t, a t e a m is r e a ll y a te a m .

Y ou’l l b e w ork ing s id e b y s id e f o r ﬁ ve d ay s. B y F rid ay, y o u’l l b e a p ro b le m -

so lv ing m ach ine , a nd y o u’l l s h are a d eep u n ders ta n din g o f t h e c h alle n ge a n d

th e p ossib le so lu tio ns .  is co lla b ora tiv e atm osp h ere m ak es th e sp rin t a

g re a t t im e t o i nc lu d e p eo p le w ho d on’t n ece ssa ril y a g re e w it h y o u . Brin g t h e t ro ub le m ake r

B efo re every sp rint , w e ask : W ho m ig h t ca u se tr o u ble if h e o r sh e is n ’t

i nc lu d ed ? W e d on’t m ea n peo p le w ho a rg u e ju st f o r t h e s a k e o f a rg u in g. W e

mea n th at s m art p ers o n who h as s tr o n g, c o n tr a ry o p in io n s, a n d w hom y o u

m ig h t b e s li g h tly u nc om fo rta b le w it h i n clu d in g i n y o u r s p rin t.

 is a d vic e i s p artia ll y d efe ns iv e. I f t h e t r o u ble m ak er i s i n t h e r o om , e ven

ju st f o r a g u est a p pea ra nc e, h e o r s h e w ill f e el in clu d ed a n d in veste d in t h e

pro je ct. B ut th ere ’s a m ore im porta n t re a so n . T ro u ble m ak ers se e p ro b le m s

diﬀ ere nt ly f ro m e very o ne e ls e .  eir c ra z y id ea a b ou t so lv in g th e p ro b le m

m ig h t ju st b e r ig h t. A nd e ven if i t ’s w ro n g, t h e p re se n ce o f a d is se n tin g v ie w

w ill p ush e very o ne e ls e t o d o b ett e r w ork .

 ere ’s a ﬁ ne li n e b etw een a re b el a n d a je rk , o f c o u rs e , b u t d on’t a vo id

p eo p le ju st b eca u se th ey d is a g re e w it h y o u . A s y o u’l l se e th ro u gh ou t th e

book , t h e s p rint p ro ce ss t u rns c o m petin g i d ea s i n to a n a sse t.

O fte n, w hen we li s t o u t a ll o f th e p eo p le w e w an t in a s p rin t, w e h ave

m ore t h an se ven.  at’s o k ay. I t’s a s ig n o f a s tr o n g t e a m ! B ut y o u’l l h ave t o

m ak e t o u gh d ecis io ns . W e c a n ’t t e ll y o u w hic h s e ven p eo p le t o in clu d e, b u t

w e c a n m ak e i t e a sie r b y t e lli ng y o u w hat t o d o w it h t h e r e st. Sch ed ule e xtra e xp erts f o r M ond ay

If y o u h ave m ore th an se ven peo p le y o u th in k sh ou ld p artic ip ate in y o u r

sp rint , sc h ed ule th e ex tr a s to co m e in as “e x p erts ” fo r a sh ort vis it on

M ond ay a fte rnoo n. D uring th eir v is it , th ey c a n te ll th e re st o f th e te a m

w hat th ey k no w a nd s h are th eir o p in io n s. ( W e’l l te ll y o u a ll a b ou t th e A sk

th e E xp erts p ro ce ss s ta rting o n p ag e 68 .) A h alf a n hou r s h ou ld b e p le nt y o f

tim e fo r each ex p ert. It’s an eﬃci en t w ay to boost th e div ers it y of

p ers p ectiv es w hile k eep ing y o u r t e a m s m all a n d n im ble .

N ow yo u’v e g o t yo u r D ecid er, yo u r sp rin te rs , an d so m e ex tr a ex p erts

c o m ing in fo r v is it s . Y ou r te a m is a ll s e t. E xce p t . . . o h y e a h . S om eb od y’s

g o t t o r u n th e s p rint . Pic k a F acilit a to r

Bra d P it t ’s c h ara cte r in O ce a n ’s E le v en , R usty R yan, is t h e lo gis tic s g u y. H e

keep s th e h eis t ru nni ng. Y ou ne ed s o m eo n e to b e th e R usty R yan o f y o u r

sp rint .  is p ers o n is th e F acili t a to r, an d sh e’s re sp on sib le fo r m an ag in g

tim e, co n vers a tio ns , and th e o vera ll p ro ce ss. S he n eed s to b e co n ﬁ den t

le ad ing a m eetin g, inc lu d ing s u m mariz in g d is c u ssio n s a n d t e lli n g p eo p le it ’s

t im e to sto p ta lk ing a nd m ove o n . I t’s a n im porta n t jo b. A nd sin ce y o u’r e

th e o ne r e ad ing t h is b ook , y o u m ig h t b e a g o od c a n did ate .

 e F acili t a to r ne ed s to re m ain u n bia se d a b ou t d ecis io n s, so it ’s n ot a

g o od id ea to c o m bine th e D ecid er a n d F acili t a to r ro le s in o n e p ers o n . It

o fte n work s w ell to b ring in an ou ts id er w ho d oesn ’t n orm all y w ork w it h

y o u r t e a m t o b e t h e F acili t a to r, b u t i t ’s n ot a r e q uir e m en t.

 is b ook is w rit te n to b e e q uall y h an dy t o t h e F acili t a to r a n d t o a n yo n e

els e w ho’s int ere ste d in sp rint s. I f y o u’r e g o in g to b e th e F acili t a to r, y o u’l l

ﬁ nd th at th e te x t sp ea k s d ir e ctly to y o u a n d th e a ctiv it ie s th ro u gh w hic h

y o u’l l le ad yo u r te a m , fro m M on day m orn in g th ro u gh F rid ay afte rn oon .

B ut e ven if y o u’r e no t t h e F acili t a to r, i t ’l l a ll m ak e s e n se t o y o u , t o o.

O ne o f th e g re a t d eli g h ts o f w atc h in g O ce a n ’s E le v en u nf old is s e eing h ow

each m em ber o f t h e t e a m u tili z es h is u n iq ue s k ill t o h elp p ull o ﬀ t h e h eis t.

Y ou k no w a ll th e ch ara cte rs a re in th e sc rip t fo r a re a so n , b u t yo u d on’t

k no w e x actly w hat t h ey ’r e g o ing t o d o u n til t h ey d o i t .

S print s a re th e sa m e w ay. E ach e x p ert in th e ro om w ill p ro vid e a k ey

co nt rib u tio n—w heth er it ’s b ack gro u n d in fo rm atio n , a f re sh id ea , o r e ven a sh re w d o b se rv atio n of y o u r c u sto m ers . E xactly w hat th ey ’l l sa y a n d d o is

i m possib le to pre d ic t. B ut w it h th e rig h t te a m in pla ce , un ex p ecte d

so lu tio ns w ill a p pea r.

I. O r F ra n k S in atr a a n d D ea n M artin , i f y o u p re fe r t h e o rig in al.

I I . W e’v e i n clu d ed s e vera l s to rie s i n t h is b ook o f s p rin ts t h at w en t a w ry. A fte r a lo t o f d eli b era tio n , w e

decid ed to u se fa k e n am es fo r th e c o m pan ie s a n d p eo p le in vo lv ed .  e a n on ym it y a llo w s u s to b e

h on est a b ou t w hat w en t w ro n g, w it h ou t e m barr a ssin g o u r f rie n ds. W e h op e y o u u n ders ta n d.

III . E xce p tio n to th e ru le :  ere a re tim es w hen a te a m w illf u ll y g o es a ga in st m an ag em en t b eca u se

th ey ’r e c o n vin ce d t h at a p ro to ty p e a n d r e a l d ata w ill p ro ve t h eir c a se . I f y o u r t e a m h as d ecid ed t o r u n

a s p rin t w it h ou t th e o ﬃc ia l D ecid er in th e ro om , p ro ce ed w it h c a re . W e a p pla u d y o u r c o u ra g e, b u t

re m em ber: D ecid ers a re w ell k n ow n f o r s q uash in g r e su lt s w hen t h ey ’r e n ot i n t h e s p rin t. 3

Tim e a n d S p ace

 e t y p ic a l d ay i n th e t y p ic a l o ﬃce g o es s o m eth in g l i k e t h is :

 is day is lo ng and bu sy, bu t it ’s n ot n ece ssa ril y p ro d u ct iv e . E very

m eeting , e m ail, a nd p h one c a ll f ra g m en ts a tte n tio n a n d p re ven ts r e a l w ork

f ro m g etting d one . T ak en to geth er, th ese in te rr u p tio n s are a w asp ’s n est

d ro p ped i nt o t h e p ic ni c o f p ro d uctiv it y .

 ere a re s ta ck s o f s tu d ie s a b ou t t h e c o st o f in te rr u p tio n . R ese a rc h ers a t

G eo rg e M aso n Uni vers it y fo u n d th at p eo p le w ro te sh orte r, lo w er- q uali t y

e ssa y s w hen int err u p te d in th e m id d le o f th eir w ork . R ese a rc h ers at th e

U ni vers it y o f C ali f o rni a, Ir v ine , re p orte d th at it ta k es o n a vera g e tw ent y-

th re e m inu te s fo r d is tr a cte d w ork ers to re tu rn to th eir ta sk s. ( W e p la n to

r e ad m ore o f t h ese s tu d ie s, r ig h t a fte r w e a n sw er t h is t e x t m essa g e.) No d ou bt a b ou t it : F ra g m ent atio n h urts p ro d uctiv it y . O f c o u rs e , n ob od y

w an ts to w ork th is w ay. W e a ll w ant to g et im porta n t w ork d on e. A nd w e

kno w t h at m ea ni ng fu l w ork , e sp ecia ll y t h e k in d o f c re a tiv e e ﬀ ort n ee d ed t o

s o lv e b ig p ro b le m s, r e q uir e s l o ng , u n in te rr u p te d b lo ck s o f t im e.

 at’s o n e o f t h e b est a sp ects o f a s p rin t: I t g iv es y o u a n e x cu se t o w ork

th e w ay y o u w ant t o w ork , w it h a c le a r c a le n dar a n d o n e im porta n t g o al t o

a d dre ss.  ere a re no c o nt ex t sw it c h es b etw een d iﬀ ere n t p ro je cts , a n d n o

ra nd om i nt err u p tio ns . A s p rint d ay l o ok s l i k e t h is :

Y ou’l l sta rt a t 10 a.m . a nd e nd a t 5 p.m ., w it h a n h ou r- lo n g lu n ch in

b etw een.  at’s r ig h t:  ere a re o n ly s ix w ork in g h ou rs in t h e t y p ic a l s p rin t

day. L ong er h ou rs d on’t eq ual b ett e r re su lt s . B y g ett in g th e rig h t p eo p le

t o geth er, s tr u ctu ring t h e a ctiv it ie s, a n d e li m in atin g d is tr a ctio n , w e’v e f o u n d

th at it ’s possib le to m ak e ra p id pro gre ss w hile w ork in g a re a so n ab le

s c h ed ule .

S print s r e q uir e h ig h e ne rg y a nd f o cu s, b u t t h e t e a m w on’t b e a b le t o g iv e

th at e ﬀ ort if t h ey ’r e s tr e sse d o u t o r f a tig u ed . B y s ta rtin g a t 10 a.m ., w e g iv e

e very o ne tim e to c h eck e m ail a n d fe el c a u gh t u p b efo re th e d ay b eg in s. B y

end ing b efo re p eo p le g et to o tir e d , w e e n su re th e e n erg y le vel sta y s h ig h

th ro u gh ou t t h e w eek . Blo ck ﬁ ve f u ll d ays o n t h e c a le nd ar

 is ste p is o b vio u s, b u t im porta n t.  e sp rin t te a m m ust b e in th e sa m e

ro om M ond ay t h ro u gh  urs d ay f ro m 10 a.m . t o 5 p.m . F rid ay ’s t e st s ta rts

a l i t tle e a rli e r, a t 9 a.m .

W hy ﬁ ve d ay s? W e tr ie d sh orte r sp rin ts , b u t th ey w ere e x h au stin g a n d

did n’t a llo w tim e to b u ild a nd te st a p ro to ty p e. W e’v e e x p erim en te d w it h a

s ix -w eek sp rint , a m ont hlo ng sp rin t, an d a te n -d ay sp rin t. W e never

acco m pli s h ed s ig ni ﬁca nt ly m ore t h an w e d id in a w eek . W eek en ds c a u se d a

lo ss o f c o nt inu it y . D is tr a ctio ns a n d p ro cra stin atio n c re p t in . A nd m ore t im e

to w ork m ad e u s m ore a tta ch ed to o u r id ea s a n d, in tu rn , le ss w illi n g to

le a rn fro m o u r c o lle a g u es o r o u r c u sto m ers .

F iv e d ay s p ro vid e e no ugh u rg en cy to sh arp en fo cu s a n d c u t o u t u se le ss

d eb ate , b u t e no ugh b re a th ing ro om to b u ild a n d te st a p ro to ty p e w it h ou t work ing to ex h au stio n. A nd beca u se m ost co m pan ie s use a ﬁve-d ay

w ork w eek , i t ’s f e a sib le t o s lo t a ﬁ ve-d ay s p rin t i n to e x is tin g s c h ed ule s.

Y ou r t e a m w ill t a k e a s h ort m orni ng b re a k ( a ro u n d 11: 30 a.m .) , a n h ou r-

lo ng lu n ch ( a ro u nd 1 p.m .) , a nd a s h ort a fte rn oon b re a k ( a ro u n d 3: 30 p.m .) .

 ese b re a k s a re a so rt o f “p re ssu re -re le a se v alv e,” a llo w in g p eo p le to re st

th eir b ra ins a nd c a tc h u p o n work h ap pen in g o u ts id e t h e s p rin t.

I ns id e th e sp rint ro om , e very b od y w ill b e 100 perc e n t fo cu se d o n th e

sp rint ’s ch alle ng e.  e e nt ir e te a m m ust sh ut th eir la p to p s a n d p ut a w ay

th eir p h one s. The n o -d evic e r u le

I n a s p rint , t im e i s p re cio u s, a nd w e c a n ’t a ﬀ ord d is tr a ctio n s i n t h e r o om . S o

w e h ave a sim ple ru le : N o la p to p s, p h on es, o r iP ad s a llo w ed . N o v ir tu al-

r e a li t y h ead se ts . I f y o u’r e re ad in g th is b ook in th e fu tu re , n o h olo gra m s. I f

y o u’r e r e ad ing i t i n th e p ast, no G am e B oys.

 ese d evic e s c a n su ck th e m om en tu m o u t o f a s p rin t. I f y o u’r e lo ok in g

at a s c re en, y o u’r e no t p ay ing a tte n tio n to w hat’s g o in g o n in th e ro om , s o

y o u w on’t b e ab le to h elp th e te a m . W hat’s w ors e , yo u’r e u n co n sc io u sly

s a y ing , “  is w ork i s n ’t i nt ere sting .”

G oing w it h ou t d evic e s ca n be u n co m fo rta b le at ﬁ rs t, b u t it ’s fre ein g.

A nd d on’t w orr y. Y ou w on’t b e c o m ple te ly c u t o ﬀ . T o m ak e su re n ob od y

m is se s a n yth ing i m porta nt , t h ere a re t w o e x ce p tio n s t o t h e n o-d evic e r u le :

1. I t’s o k ay t o c h eck y o u r d ev ic e d urin g a b re a k .

2. I t’s o k ay t o le a ve t h e r o om t o c h eck y o u r d ev ic e . A t a n y tim e. N o

ju d gm ent . T ak e a c a ll, c h eck a n e m ail, tw eet a T w eet, w hate ver—

ju st t a k e i t o u ts id e. We a ls o u se d evic e s fo r s o m e s p eciﬁ c p urp ose s: w hen w e n eed to s h ow

so m eth ing to th e w hole te a m , a n d o n  urs d ay fo r p ro to ty p in g. S ee, w e’r e

no t s o m ea n.

L et p eo p le k no w a h ead o f tim e th at th e s p rin t w ill b e d evic e -fre e, a n d

als o le t th em k n ow th at th ey c a n ste p o u t o f th e ro om a t a n y tim e.  at

esc a p e h atc h a llo w s b u sy p eo p le to p artic ip ate in th e s p rin t w it h ou t lo sin g

tr a ck o f th eir re g u la r jo b s.  e co m bin atio n o f a cle a r sc h ed ule an d n o

devic e s g iv es y o u r te a m a h uge su p ply o f ra w a tte n tio n . T o m ak e th e b est

u se o f t h at t im e a nd a tte nt io n, y o u n eed a g o od w ork sp ace . I t w on’t h ave t o

b e f a nc y, b u t i t w ill ne ed s o m e w hit e b oard s. Whit e b oard s m ake y o u s m art e r

B ad gerC o ( a g ain , no t t h e c o m pan y’s r e a l n am e) h ad o n e o f t h e n ic e st o ﬃc es

w e’d ever se en in San Fra nc is c o . A prim e lo ca tio n in th e SoM a

neig h borh ood , a re m od ele d b u ild in g w it h e x p ose d w ood b ea m s, p oli s h ed

co nc re te , and lo ts and lo ts of gla ss. B ut th ere w as on e pro b le m : th e

w hit e b oard .

F or sta rte rs , it w as tin y.  re e fe et w id e a t th e m ost.  e su rfa ce w as

g ra y is h p ink fro m b eing w rit te n o n an d era se d so m an y tim es, an d th at

d ing y h az e w ou ld not c o m e o ﬀ , no m atte r w hat w e s p ra y e d o n it . B ad gerC o

als o su ﬀ ere d fro m a co m mon work p la ce ailm en t: w orn -o u t w hit e b oard

m ark ers .  e r e su lt w as g ra y ink o n a g ra y b ack gro u n d . . . n ot a r e cip e f o r

vis ib ili t y .

 e w hit e b oard ’s sm all su rfa ce a re a h am pere d u s. W e d re w o u t a m ap

sh ow ing h ow c u sto m ers w ou ld d is c o ver B ad gerC o’s n ew m ob ile a p p, a nd it

ﬁ lle d a lm ost a ll o f t h e a v aila b le s p ace .  en B ad gerC o’s h ead o f e n gin eerin g

sta rte d e x p la ini ng h ow th eir s u bsc rip tio n p la n s w ork ed .  e p la n s tr u ctu re

w as im porta nt s tu ﬀ , s o B ra d en did h is b est t o c a p tu re it o n w hat w as le ft o f

th e w hit e b oard .

B ut th ere ju st w asn ’t ro om . For a fe w m in ute s, B ra d en tr ie d to

M acG yver h is w ay o u t o f it , w rit in g cra m ped w ord s in th e m arg in s a n d

even ta p ing no te b ook p ap er to th e w all. F in all y , w e ca lle d tim e-o u t an d

w alk ed t o O ﬃc e D ep ot t o b u y s o m e o f t h ose g ia n t p oste r- siz e P ost- it n ote s.

I t co st u s ab ou t an hou r and a h alf an d ta u gh t u s an im porta n t le sso n :

C heck t h e w hit e b oard s b efo re t h e s p rin t s ta rts . • • •

W hy d id w e b u rn 90 minu te s w it h B ad gerC o ju st to g et m ore w rit in g

sp ace ? W e’v e fo u nd th at m ag ic h ap pen s w hen w e u se b ig w hit e b oard s to

s o lv e p ro b le m s. A s h um ans , o u r sh ort- te rm m em ory is n ot a ll th at g o od ,

bu t o u r sp atia l m em ory is a w eso m e. A sp rin t ro om , p la ste re d w it h n ote s,

d ia g ra m s, p rint ou ts , a nd m ore , t a k es a d van ta g e o f t h at s p atia l m em ory.  e

ro om it s e lf b eco m es a s o rt o f s h are d b ra in f o r t h e t e a m . A s o u r f rie n d T im

B ro w n, C EO o f th e d esig n ﬁrm ID EO , w rit e s in h is b ook C han ge by

D esign : “ e sim ult a ne ou s vis ib ili t y of th ese pro je ct m ate ria ls h elp s us

id ent if y p atte rn s and enc ou ra g es cre a tiv e sy n th esis to o ccu r m uch m ore

re ad il y t h an when th ese r e so u rc e s a re h id den a w ay i n ﬁ le f o ld ers , n ote b ook s,

o r P ow erP oint d eck s.” Get t w o b ig w hit e b oard s

A t m ini mum , y o u’l l ne ed tw o b ig w hit e b oard s.  at w ill p ro vid e e n ou gh

sp ace t o d o m ost o f t h e s p rint a ctiv it ie s ( y o u’l l s till h ave t o t a k e p h oto s a n d

do s o m e e ra sing a nd r e o rg ani zin g a s y o u g o ) a n d e n ou gh to k eep th e m ost

im porta nt no te s v is ib le fo r th e e n tir e w eek . I f th ere a re n ’t tw o w hit e b oard s

alr e ad y m ou nt ed t o t h e w all in yo u r s p rin t r o om , t h ere a re a f e w e a sy w ay s

to a d d m ore :

R ol lin g W hit e boa rd s

 ese co m e in sm all and g ia nt siz es.  e sm all o n es h ave a lo t o f

u nu sa b le s p ace d ow n by th e ﬂ oor, a n d th ey s h ak e w hen y o u d ra w o n

th em .  e g ia nt o ne s c o st a l o t m ore , b u t t h ey ’r e a ctu all y u sa b le .

Id ea P ain t

Id ea P aint is p aint th at tu rns re g u la r w alls in to w hit e b oard s. I t w ork s

gre a t o n sm ooth w alls , a nd le ss g re a t o n ro u gh w alls . O ne w ord o f

ad vic e : I f y o u u se I d ea P aint , b e s u re t o p ain t a ll t he w alls . I f y o u d on’t ,

it ’s ju st a m atte r o f t im e b efo re s o m eb od y w rit e s o n t h e n on -Id ea P ain t

w all b y a ccid ent .

Pap er

If yo u ca n ’t g et h old o f w hit e b oard s, p ap er is b ett e r th an n oth in g.

 ose p oste r- siz e P ost- it no te s are p ric e y b u t ea sy to arr a n ge an d

sw ap w hen yo u m ak e m is ta k es. B utc h er p ap er p ro vid es s e rio u s s u rfa ce

a re a , b u t s tic k ing i t t o t h e w all r e q uir e s s e rio u s i n gen uit y . Id ea ll y , y o u s h ou ld r u n yo u r s p rin t in th e s a m e ro om a ll d ay, e very d ay.

U nf ortu na te ly , th at’s no t a lw ay s p ossib le . W e’r e su rp ris e d h ow m an y te ch

co m pani es m ak e sp ace fo r fo osb all ta b le s, vid eo g am es, an d even m usic

r o om s—a ll fu n bu t se ld om u se d —y et c a n ’t d ed ic a te a ro om to th eir m ost

im porta nt p ro je ct. I f y o u h ave to s h are y o u r s p rin t ro om , tr y to g et ro lli n g

w hit e b oard s th at y o u c a n ta k e w it h y o u . D on’t le t th e te a m ’s “ s h are d b ra in ”

b e e ra se d o verni gh t.

E ven if y o u d on’t h ave a co nf ere n ce ro om to y o u rs e lf , y o u c a n a lw ay s

m ak e an ad h oc sp ace fo r yo u r sp rin t by usin g ro lli n g w hit e b oard s as

p artit io ns . I t’s k ind o f li k e y o u’r e a k id a g ain , b u ild in g a fo rt o u t o f c h air s

a nd b la nk ets . T ap e s tu ﬀ t o w alls , m ove a ro u n d f u rn it u re —d o w hat y o u h ave

to d o t o c re a te a g o od w ork sp ace . Sto ck u p o n t h e r ig ht s u p plie s

B efo re sta rting yo u r sp rint , yo u’l l n eed a b u n ch o f b asic o ﬃ ce su p pli e s,

inc lu d ing s tic k y no te s, m ark ers , p en s, T im e T im ers ( s e e b elo w ), a n d r e g u la r

o ld p rint er p ap er. Y ou’l l als o ne ed h ea lt h y sn ack s to k eep u p th e te a m ’s

e ne rg y. W e’v e g o t str o ng o p ini on s a b ou t w hic h su p pli e s a re b est, so w e’v e

inc lu d ed a s h op ping l i s t a t t h e e nd o f t h e b ook . FA CIL IT A TO R N O TE S

The M ag ic C lo ck

“ H ow m uch lo n ger? ” I n th e f a ll o f 1983, J a n R ogers w as h ea rin g t h is

q uestio n a d ozen tim es a d ay in her C in cin n ati h om e. H er f o u r- y e a r-

o ld d au gh te r, L ora n, w as unu su all y cu rio u s ab ou t tim e. Ja n tr ie d

e very c o nc eiv ab le a ns wer:

“ U nt il t h e l i t tle h and m oves h ere .”

“ U nt il t h e a la rm d ing s.”

“ T w o S esa m e S tr eet s .”

N o m atte r w hat J a n sa id , li t tle L ora n ju st d id n’t g et i t . S o J a n w en t

se a rc h ing fo r a bette r clo ck . S he tr ie d dig it a l clo ck s an d an alo g

clo ck s. S he tr ie d eg g tim ers an d ala rm s. S he sc o u re d C in cin n ati’s

s h op ping m alls fo r a c lo ck th at c o u ld m ak e th e a b str a ct id ea o f tim e

cle a r to a fo u r- y e a r- o ld . B ut no ne o f th em w ork ed . “I ’m n ot g iv in g

up,” J a n th ou gh t. “ I ’l l i n vent a c lo ck i f I h ave t o .” A nd t h at’s w hat s h e

did .

 at e veni ng , J a n sa t d ow n at t h e k it c h en t a b le w it h s c is so rs a n d a

p ile o f p ap er and ca rd board an d sta rte d ex p erim en tin g. “ at ﬁ rs t

p ro to ty p e w as re a ll y sim ple ,” Ja n re ca lls . “A re d p ap er p la te cu t to

s li d e int o a w hit e p ap er p la te . I t w as a ll m an ual, s o I h ad to a ctu all y

m ove t h e p la te s a s t im e e la p se d .”

L ora n go t it . A nd J a n re a li z ed s h e w as o n to s o m eth in g. S he c a lle d

h er in vent io n th e “T im e T im er.” A t ﬁrs t, Ja n m an ufa ctu re d th e tim ers in her b ase m ent , u sing d ou ble -sid ed ta p e to h old th e p ie ce s

to geth er. S lo w ly b u t s te ad il y , J a n Rogers t u rn ed t h e T im e T im er in to

a n ent erp ris e . T od ay, Ja n is C EO o f a m ult im illi o n -d olla r b u sin ess,

a nd y o u c a n ﬁnd T im e T im ers in cla ssro om s a ro u nd t h e w orld , f ro m

k ind erg arte ns i n Am ste rd am t o S ta n fo rd U niv ers it y .

 e T im e T im er it s e lf is a n ob je ct o f s im ple b ea u ty . T ru e to J a n ’s

o rig ina l d esig n, it h as a r e d d is k t h at m oves a s t im e e la p se s. I t m ak es

th e a b str a ct p assa g e o f t im e v iv id a n d c o n cre te . W hen J a k e ﬁ rs t s a w a

T im e T im er, i n his s o n’s c la ssro om , h e f e ll i n l o ve. “ P le a se ,” h e s a id t o

th e t e ach er. “ T ell m e w here t o g et o n e o f t h ese .” A fte r a ll, i f t h e t im er

w ork ed f o r p re sc h oole rs , i t s h ou ld b e p erfe ct f o r C EO s. A nd i t w as.

W e u se T im e T im ers in ou r s p rin ts t o m ark s m all c h un ks o f t im e,

a n yw here f ro m th re e m inu te s to o n e h ou r.  ese tin y d ead li n es g iv e

e very o ne a n ad ded s e ns e o f f o cu s a n d u rg en cy. N ow , t h ere a re p le n ty

o f w ay s t o k eep t im e t h at d on’t r e q uir e a s p ecia l d evic e , b u t t h e T im e

Tim er is w orth t h e e x tr a c o st. B eca u se it ’s a la rg e m ech an ic a l o b je ct,

it ’s v is ib le t o e very o ne i n th e r o om i n a w ay t h at n o p h on e o r i P ad a p p co u ld ever b e. A nd unl ik e w it h a tr a d it io n al clo ck , no m ath or

m em ory is r e q uir e d t o ﬁ gu re o u t h ow m uch t im e is r e m ain in g. W hen

tim e is v is ib le , it b eco m es e a sy to u n ders ta n d a n d d is c u ss, a n d th at’s

a s im porta nt fo r a te a m o f p ro fe ssio n als a s it w as fo r Ja n ’s d au gh te r

L ora n.

If y o u’r e th e F acili t a to r, u sing th e T im e T im er co m es w it h tw o

ex tr a b ene ﬁts . F ir s t, it m ak es yo u lo ok li k e yo u k n ow w hat yo u’r e

d oing . A fte r all, yo u’v e g o t a cra z y clo ck ! S eco n d, alt h ou gh m ost

w ou ld ne ver a d m it it , p eo p le li k e h av in g a tig h t sc h ed ule . It b u ild s

co nﬁ denc e i n th e s p rint p ro ce ss, a n d i n y o u a s a F acili t a to r.

J a k e li k es to int ro d uce th e T im e T im er w it h a b it o f n arr a tiv e,

b eca u se tim ing p eo p le w hile th ey ta lk c a n b e so cia ll y a w kw ard . H e

sa y s s o m eth ing l i k e:

“I ’m g o ing t o u se t h is t im er t o k eep t h in gs m ovin g. W hen it g o es

o ﬀ , it ’s a r e m ind er t o u s t o s e e if w e c a n m ove o n t o t h e n ex t t o p ic . I f

y o u’r e ta lk ing w hen th e tim er b eep s, ju st k eep ta lk in g, a n d I ’l l a d d a

li t tle m ore t im e. I t’s a g u id eli ne , n ot a ﬁ re a la rm .”

 e ﬁ rs t tim e yo u se t it , p eo p le ’s eye s m ay g et b ig , an d b lo od

p re ssu re m ay ris e a li t tle . B ut g iv e it a ch an ce . B y th e afte rn oon ,

th ey ’l l b e u se d t o it , a nd m ost li k ely , t h ey ’l l w an t t o t a k e it w it h t h em

a fte r t h e s p rint . Mond ay Mon day ’s s tr u ctu re d d is c u ssio n s c re a te a p ath f o r t h e s p rin t w eek .

In t h e m orn in g, y o u’l l s ta rt a t t h e e nd a n d a g re e t o a l o n g-te rm

g o al. N ex t, y o u’l l m ak e a m ap o f t h e c h alle n ge. I n t h e a fte rn oon ,

yo u’l l a sk t h e e xp erts a t y o u r c o m pan y t o s h are w hat t h ey k n ow .

Fin all y , y o u’l l p ic k a ta rg et: a n a m bit io u s b u t m an ag ea b le p ie ce o f

th e p ro b le m t h at y o u c a n s o lv e i n o n e w eek . 4

Sta rt a t t h e E nd

Every b od y k no ws th e s to ry o f A pollo 13, b u t ju st in c a se , it g o es li k e th is :

A str o na uts h ead to m oon, ex p lo sio n o n sp ace cra ft, n ail- b it in g re tu rn to

e a rth . I n R on H ow ard ’s 1995 movie v ers io n , t h ere ’s a s c e n e w here t h e t e a m

a t M is sio n Cont ro l g ath ers a ro u n d a b la ck b oard t o f o rm a p la n .

G ene K ra nz , t h e ﬂ ig h t d ir e cto r, w ea rs a w hit e v est, a ﬂ atto p h air c u t, a n d

a g rim e x p re ssio n. H e g ra b s a p ie ce o f c h alk a n d d ra w s a s im ple d ia g ra m o n

th e b la ck b oard . It’s a m ap sh ow in g th e d am ag ed sp ace cra ft ’s p ath fro m

o u te r s p ace , a ro u nd t h e m oon, a n d ( h op efu ll y ) b ack t o t h e e a rth ’s s u rfa ce —a

tr ip th at w ill ta k e m ore th an tw o day s.  e go al is cle a r: T o get th e

astr o na uts h om e s a fe ly , M is sio n C on tr o l h as t o k eep t h em a li v e a n d o n t h e

rig h t c o u rs e f o r e very m inu te o f t h at jo u rn ey. Mis sio n C on tr o l’s b la ck b oa rd l o o k ed s o rt o f l i k e t h is .

 ro u gh ou t th e ﬁ lm , K ra nz re tu rn s to th at g o al o n th e b la ck b oard . In

th e ch ao s o f M is sio n Cont ro l, th e sim ple d ia g ra m h elp s k eep th e te a m

fo cu se d o n th e r ig h t p ro b le m s. F ir s t, t h ey c o rre ct t h e s h ip ’s c o u rs e t o e n su re

it w on’t v eer int o d eep sp ace . N ex t, th ey re p la ce a fa ili n g a ir ﬁ lt e r so th e

astr o na uts c a n bre a th e. A nd o nl y t h en d o t h ey t u rn t h eir a tte n tio n t o a s a fe

la nd ing .

• • •

W hen a b ig p ro b le m c o m es a lo n g, li k e th e c h alle n ge y o u s e le cte d fo r y o u r

sp rint , it ’s na tu ra l to w ant to so lv e it rig h t a w ay.  e c lo ck is tic k in g, th e

te a m is a m ped u p, a nd s o lu tio ns s ta rt p op pin g in to e very o n e’s m in d. B ut if

y o u d on’t ﬁ rs t slo w d ow n, sh are w hat y o u k n ow , a n d p rio rit iz e, y o u c o u ld

e nd u p w asting t im e a nd e ﬀ ort o n t h e w ro n g p art o f t h e p ro b le m . If M is sio n Cont ro l h ad w orr ie d a b ou t t h e a ir ﬁ lt e r ﬁ rs t, t h ey w ou ld h ave

m is se d th eir w ind ow to ﬁ x th e tr a je cto ry, an d th e A pollo 1 3 sp ace sh ip

m ig h t h ave c a re ene d o ﬀ to w ard P lu to . I I n ste ad , N ASA g o t o rg ani zed a n d

so rte d th eir p rio rit ie s b efo re the y sta rte d o n so lu tio ns .  at’s sm art. A nd

th at’s t h e s a m e w ay y o u r t e a m w ill s ta rt y o u r s p rin t. I n f a ct ( w it h t h e lu xu ry

o f u nl im it e d o xyg en) yo u’l l d evo te th e en tir e ﬁ rs t d ay o f yo u r sp rin t to

p la nni ng.

Mond ay b eg ins w it h a n ex erc is e w e c a ll S ta rt a t t h e E nd : a lo ok a h ead —

to th e end of th e sp rint w eek an d beyo n d. L ik e G en e K ra n z an d h is

d ia g ra m o f th e re tu rn to p la ne t e a rth , y o u a n d y o u r te a m w ill la y o u t th e

basic s: yo u r lo ng -te rm go al an d th e diﬃcu lt questio n s th at m ust be

ans were d .

S ta rting a t th e e nd is li k e b eing h an ded th e k ey s to a tim e m ach in e. I f

y o u c o u ld ju m p a h ead to th e e n d o f y o u r s p rin t, w hat q uestio n s w ou ld b e

ans were d ? If y o u w ent six m on th s o r a y e a r fu rth er in to th e fu tu re , w hat

w ou ld h ave im pro ved a b ou t y o u r b u sin ess a s a re su lt o f th is p ro je ct? E ven

w hen th e fu tu re se em s o b vio u s, it ’s w orth ta k in g th e tim e o n M on day to

m ak e it s p eciﬁ c, a nd w rit e it d ow n. Y ou’l l s ta rt w it h t h e p ro je ct’s lo n g-te rm

g o al. Set a lo ng -t e rm g oal

T o s ta rt t h e c o n vers a tio n, a sk y o u r t e a m t h is q uestio n :

“W hy a re w e d oing t h is p ro je ct? W here d o w e w an t t o b e s ix m on th s,

a y e a r, o r e ven ﬁve y e a rs f ro m no w?”

 e dis c u ssio n co u ld ta k e an yw here fro m th ir ty se co n ds to th ir ty

m inu te s. I f y o u r te a m d oesn ’t q uit e a g re e a b ou t th e g o al o r th ere ’s a n y la ck

o f c la rit y , d on’t b e e m barr a sse d . B ut d o h ave a d is c u ssio n a n d ﬁ gu re it o u t.

S lo w ing d ow n mig h t b e f ru str a tin g fo r a m om en t, b u t th e s a tis fa ctio n a n d

co nﬁ denc e o f a c le a r g o al w ill l a st a ll w eek .

S om etim es, s e tting th e lo ng -te rm g o al is e a sy. B lu e B ott le C oﬀ ee k n ew

w here th ey w ere head ed in th e lo n g te rm : B rin g gre a t co ﬀ ee to new

cu sto m ers o nl ine . O f c o u rs e , th ey c o u ld h ave sim pli ﬁ ed th eir g o al to “s e ll

m ore c o ﬀ ee o nl ine ,” b u t th ey w an te d to k eep th e q uali t y o f th e e x p erie n ce

h ig h , a n d t h ey w ant ed t o c h alle n ge t h em se lv es t o r e ach n ew cu sto m ers , no t

ju st th eir ex is ting fa ns .  ey w ro te a lo n g-te rm g o al th at re ﬂ ecte d th at

a m bit io n.

In so m e sp rint s, se tting th e lo n g-te rm g o al re q uir e s a sh ort d is c u ssio n .

S av io k e w ant ed t o a cco m pli s h a lo t w it h t h e R ela y d eli v ery r o b ot. W as t h e

go al a b ou t im pro ving th e e ﬃc ie n cy o f th e fro n t d esk sta ﬀ ? W as it a b ou t

getting a s m an y ro b ots in as m an y h ote ls a s p ossib le ? S av io k e w an te d to

fo cu s on cu sto m ers , and use th e sa m e go al as th e h ote ls : bette r gu est

e x p erie nc e. You r g o al sh ou ld re ﬂ ect yo u r te a m ’s p rin cip le s an d asp ir a tio n s. D on’t

w orr y a b ou t o verre ach ing .  e s p rin t p ro ce ss w ill h elp y o u ﬁ nd a g o od p la ce

to s ta rt a nd m ak e re a l p ro gre ss to w ard e ven th e b ig gest g o al. O nce y o u’v e

se ttle d o n a lo ng -te rm g o al, w rit e it a t th e to p o f th e w hit e b oard . I t’l l s ta y

th ere th ro u gh ou t th e sp rint a s a b eaco n to k eep e very o n e m ovin g in th e

sa m e d ir e ctio n.

• • •

O kay, t im e fo r a n attit u d e a d ju stm en t. W hile w rit in g y o u r lo n g-te rm g o al,

y o u w ere o p tim is tic . Y ou im ag in ed a p erfe ct fu tu re . N ow it ’s tim e to g et

p essim is tic . I m ag ine y o u’v e g o ne f o rw ard in t im e o n e y e a r, a n d y o u r p ro je ct

w as a d is a ste r. W hat c a u se d i t t o f a il? H ow d id y o u r g o al g o w ro n g?

L urk ing b ene ath e very g o al a re d an gero u s a ssu m ptio n s.  e lo n ger t h ose

a ssu m ptio ns re m ain une xam ine d, th e g re a te r th e ris k . In y o u r sp rin t, y o u

h ave a go ld en op portu ni ty to fe rre t ou t assu m ptio n s, tu rn th em in to

q uestio ns , a nd ﬁ nd s o m e a ns wers .

S av io k e assu m ed th eir Rela y ro b ot wou ld cre a te a bett e r gu est

e x p erie nc e. B ut th ey w ere sm art en ou gh to im ag in e a fu tu re w here th ey

w ere w ro ng , a nd th e ro b ot w as a w kw ard o r c o n fu sin g.  ey h ad th re e b ig

q uestio ns : C an we m ak e a sm ooth d eli v ery ? (th e an sw er w as ye s). W ill

g u ests ﬁ nd t h e r o b ot a w kw ard ? ( th e a n sw er w as n o, e x ce p t f o r t h e s lu ggis h

to u ch s c re en) . A nd t h e lo ng s h ot: W ill g u ests c o m e t o t h e h ote l ju st f o r t h e

ro b ot? ( s u rp ris ing ly , s o m e p eo p le s a id t h ey w ou ld ).

J u st li k e th e go al, th ese questio n s gu id e th e so lu tio n s an d d ecis io n s

th ro u gh ou t th e s p rint .  ey p ro vid e a q uasi- c h eck li s t th at y o u c a n re fe r to th ro u gh ou t t h e w eek a nd e valu ate a fte r F rid ay ’s t e st. Lis t s p rin t q uestio ns

You’l l li s t o u t y o u r sp rint q uestio n s o n a se co n d w hit e b oard (if y o u h ave

o ne ). W e h ave a f e w p ro m pts f o r g ett in g t e a m s t o t h in k a b ou t a ssu m ptio n s

and q uestio ns :

• W hat q uestio ns d o w e w ant t o a n sw er i n t h is s p rin t?

• T o m eet o u r l o ng -te rm g o al, w hat h as t o b e t r u e?

• I m ag ine w e t r a vel i nt o t h e f u tu re a n d o u r p ro je ct f a ile d . W hat m ig h t

h ave c a u se d t h at?

A n im porta nt part of th is ex erc is e is re p h ra sin g assu m ptio n s an d

ob sta c le s int o q uestio ns . B lu e B ottle C oﬀ ee a ssu m ed t h ey c o u ld ﬁ nd a w ay

to c o n ve y th eir e x p ertis e th ro u gh th eir w eb sit e , b u t b efo re th e s p rin t, th ey

w ere n ’t su re h ow . It’s no t d iﬃcu lt to ﬁ nd an assu m ptio n su ch as B lu e

B ottle ’s a nd t u rn it i nt o a q uestio n :

Q: T o r e a ch n ew c u sto m ers , w hat h as t o b e t r u e?

A :  ey h ave t o t r u st o u r e x p ertis e .

Q: H ow c a n w e p h ra se t h at a s a q u estio n ?

A : W ill c u sto m ers t r u st o u r e x p ertis e ?

 is re p h ra sing co n vers a tio n mig h t fe el a li t t le w eir d . N orm al p eo p le

d on’t h ave c o n vers a tio ns li k e th is o n e ( u n le ss th ey ’r e Je o p ard y! c o nt esta nt s).

B ut tu rn ing th ese p ote nt ia l p ro b le m s in to q uestio n s m ak es th em e a sie r to

tr a ck —a nd ea sie r to ans wer w it h sk etc h es, p ro to ty p es, a nd te sts . It als o cre a te s a s u btle s h if t f ro m u nc erta in ty ( w hic h is u n co m fo rta b le ) t o c u rio sit y

(w hic h i s e x cit ing ).

Y ou m ig h t e nd u p w it h o nl y o ne o r t w o s p rin t q uestio n s.  at’s ﬁ ne. Y ou

m ig h t c o m e u p w it h a d ozen or m ore . A ls o , ju st ﬁ ne. I f y o u d o e n d u p w it h

a lo n g li s t, d on’t w orr y a b ou t d ecid in g w hic h q uestio n s a re m ost im porta n t.

Y ou’l l d o t h at a t t h e e nd o f t h e d ay o n M on day, w hen y o u p ic k a t a rg et f o r

th e s p rint .

By sta rting a t th e e nd w it h th ese q uestio n s, y o u’l l fa ce y o u r fe a rs . B ig

q uestio ns a nd u nk nowns c a n be d is c o m fo rtin g, b u t y o u’l l f e el r e li e ved t o s e e

th em all li s te d in one p la ce . Y ou’l l k n ow w here yo u’r e h ead ed an d w hat

yo u’r e u p a g ains t.

I. P lu to , i f y o u’r e r e ad in g, w e s till b eli e ve y o u’r e a p la n et. 5

Map

J.R .R . T olk ie n ’s  e Lo rd o f th e R in gs is a n ep ic a d vent ure , sp anni ng th re e

v o lu m es and h und re d s o f p ag es.  ere are in ven te d la n gu ag es, h is to rie s,

b ack sto rie s, and su bp lo ts galo re . It’s an aw eso m e sto ry, bu t it ’s als o

c o m pli c a te d .

F ra nk ly , it ’s e a sy t o g et c o nf use d w hile r e ad in g  e Lo rd o f t h e R in gs . B ut

T olk ie n ’s g o t yo u r b ack . A t th e b eg in n in g o f th e b ook is a m ap . A s th e

ch ara cte rs tr a vel th ro u gh lo ca tio n s su ch as M ou n t D oom , th e M in es o f

M oria , and th e M is ty M ou nt ain s, I th e re ad er ca n ﬂip to th e m ap an d

re m ind h ers e lf w here t h e a ctio n’s h ap pen in g a n d h ow i t a ll ﬁ ts t o geth er.

 e m ap yo u’l l cre a te o n M ond ay is n ’t so d iﬀ ere n t: a sim ple d ia g ra m

re p re se nt ing lo ts of co m ple x it y . In ste ad of elv es an d w iz ard s m ovin g

th ro u gh M id d le E arth , y o u r m ap w ill s h ow c u sto m ers m ovin g t h ro u gh y o u r

se rv ic e o r p ro d uct. N ot q uit e a s t h rilli n g, b u t e very b it a s u se fu l.

 e m ap is a b ig d ea l th ro u gh ou t th e w eek . A t th e e n d o f th e d ay o n

M ond ay, y o u’l l u se th e m ap to n arro w y o u r b ro ad c h alle n ge in to a s p eciﬁ c

ta rg et fo r th e s p rint . L ate r in th e w eek , th e m ap w ill p ro vid e s tr u ctu re fo r

yo u r so lu tio n sk etc h es and pro to ty p e. It help s yo u keep tr a ck of how every th ing ﬁ ts t o geth er, a nd it e a se s t h e b u rd en o n e ach p ers o n’s s h ort- te rm

m em ory.

B ut t h ere ’s o ne q uali t y t h ese m ap s d o n ot h ave in co m mon wit h t h e m ap

fro m  e Lo rd o f t h e R in gs :  ey ’r e s im ple . N o m atte r h ow c o m pli c a te d t h e

bu sine ss c h alle n ge, i t c a n be m ap p ed w it h a f e w w ord s a n d a f e w a rro w s. T o

sh ow y o u w hat w e m ea n, w e’d li k e to in tr o d uce y o u to F la tir o n H ea lt h —a

co m pan y w it h a v ery c o m ple x c h alle n ge a n d a v ery s im ple m ap .

• • •

O uts id e, a ﬂ urr y o f s no w a nd a le ad -g ra y c lo u d b an k m ute d t h e M an h atta n

sk yli ne , b u t ins id e, th e c o nf ere nc e ro om w as c o zy. F ou r o f u s ( Ja k e, Jo h n,

B ra d en, a nd M ic h ae l M arg o li s , o u r re se a rc h p artn er) h ad tr a vele d to N ew

Y ork C it y fo r a sp rint wit h Fla tir o n H ea lt h , on e of G V’s la rg est

in vestm ent s. W e w ere h osting t h e s p rin t a t G oogle ’s o ﬃc e in M an h atta n , a

f o rm er P ort A uth orit y b u ild ing th at c o vers a n e n tir e c it y b lo ck .  e o ﬃc e

ﬂoor p la n is c o nf using —Ja ke g o t lo st t h re e t im es o n t h e ﬁ rs t d ay —b ut w e’d

f o u nd o u r w ay to an em pty ro om o n th e n in th ﬂ oor, p ush ed th e ta b le

a g ains t one w all, and gath ere d ro lli n g ch air s in to a cir c le aro u n d a

w hit e b oard .

W e a lr e ad y k ne w F la tir o n’s b ack sto ry.  e c o m pan y w as fo u n ded b y a

c o u p le o f f rie nd s, N at T urne r a n d Z ach W ein berg . I n th e 2000s , N at a n d

Z ach h ad b u ilt a n ad vertis ing t e ch nolo g y c o m pan y c a lle d I n vit e M ed ia a n d

so ld i t t o G oogle .

A fe w y e a rs la te r, th e tw o s ta rte d th in kin g a b ou t th eir n ex t s ta rtu p, a n d

th e to p ic o f h ea lt h c a re k ep t c o m in g u p. B oth h ad s e en f rie n ds a nd fa m il y str u ggli ng w it h ca nc er, and h ad w it n esse d , ﬁ rs th an d, th e co m ple x it ie s o f

tr e a tm ent . N at and Z ach go t in sp ir e d . L arg e-sc a le data an aly sis , th ey

b eli e ved , co u ld sif t th ro u gh p ile s o f m ed ic a l re co rd s an d te st re su lt s an d

h elp d octo rs c h oose t h e r ig h t t r e a tm en t a t t h e r ig h t t im e.  ey le ft G oogle

a nd s ta rte d F la tir o n H ea lt h .

 e s ta rtu p h ad tr e m end ou s m om en tu m . F la tir o n h ad r a is e d m ore th an

$130 milli o n in fu nd ing and acq uir e d th e in dustr y ’s le ad in g ele ctr o n ic

m ed ic a l r e co rd s c o m pan y.  ey ’d h ir e d a w orld -c la ss t e a m o f e n gin eers a n d

onc olo gis ts and sig ne d o n hund re d s o f ca n ce r cli n ic s as cu sto m ers .  e

pie ce s w ere in pla ce t o b eg in a p ro je ct t h ey b eli e ved c o u ld h ave a p ro fo u n d

eﬀ ect o n ca nc er o u tc o m es: i m pro vin g c li n ic a l t r ia l e n ro llm en t.

C li ni ca l tr ia ls p ro vid e a cce ss to th e la te st tr e a tm en ts . F or s o m e p atie n ts ,

th at m ea ns d ru gs w hic h m ig h t sa ve th eir li v es. B ut tr ia ls a re n ’t ju st a b ou t

ne w d ru gs—t hey ’r e als o ab ou t b ett e r d ata .  e d ata fro m every tr ia l is

c o lle cte d a nd o rg ani zed , h elp ing r e se a rc h ers le a rn a b ou t t h e e ﬃc ac y o f n ew

and e x is ting t h era p ie s.

B ut in th e U ni te d S ta te s, o nl y 4 perc e n t o f all ca n ce r p atie n ts are in

c li ni ca l tr ia ls .  e o th er 96 perc e n t o f c a n ce r tr e a tm en t d ata is u n av aila b le

t o d octo rs a nd r e se a rc h ers w ho m ig h t u se i t t o b ette r u n ders ta n d t h e d is e a se

a nd b ette r t r e a t f u tu re p atie nt s.

F la tir o n want ed t o m ak e t r ia ls a v aila b le t o a n yo n e w ho w as e li g ib le .  ey

h op ed t o b u ild a s o ftw are t o ol t o h elp c a n ce r c li n ic s m atc h p atie n ts t o t r ia ls

—a p ains ta k ing jo b t o d o m anu all y , a n d p erh ap s t h e b ig gest h urd le t o t r ia l

enr ollm ent . P atie nt s w it h c o m m on fo rm s o f c a n ce r m ig h t q uali f y fo r tr ia ls

r e ex am ini ng th e e ﬃc ac y o f s ta n dard tr e a tm en t. P atie n ts w it h r a re fo rm s o f th e d is e a se m ig h t q uali f y fo r a ne w, h ig h ly ta rg ete d th era p y.  ere w ere s o

m an y u ni que p atie nt s and so m an y tr ia ls th at it w as to o m uch fo r an y

h um an to t r a ck .

 e c o m pan y d ecid ed to sta rt w it h a sp rin t a n d h ad a sse m ble d a g re a t

te a m .  e D ecid er w as D r. A m y A bern eth y, F la tir o n’s c h ie f m ed ic a l o ﬃc er.

N at, th e C EO , w as th ere fo r a fe w h ou rs to g iv e u s b ack gro u nd . H alf a

d ozen of Fla tir o n’s le ad ers jo in ed th em .  ere w ere on co lo gis ts an d

co m pute r e ng ine ers , a nd A le x I n gra m , a p ro d uct m an ag er. I I

I n th e m orni ng , w e c o m ple te d o u r S ta rt a t t h e E nd e x erc is e s. C hoosin g

th e g o al ( “ M ore p atie nt s e nr olle d in c li n ic a l t r ia ls ” ) w as e a sy. W e t u rn ed o u r

atte nt io n to i d ent if y ing t h e b ig s p rin t q uestio n s.

“ W e h ave to b e fa st,” s a id A m y. S he h as a n u n usu al a cce n t: e q ual p arts

A ustr a li a (w here sh e ea rne d h er P hD in m ed ic in e) an d N orth C aro li n a

(w here sh e sp ent ye a rs ru nni ng ca n ce r re se a rc h at D uke U niv ers it y ). “I f

y o u’v e ju st b een dia g no se d w it h ca n ce r, yo u ca n ’t sit aro u n d w hile every

c li ni ca l t r ia l i s c o ns id ere d . Y ou’v e g o t t o s ta rt t r e a tm en t n ow .”

J a k e u nc ap ped h is w hit e b oard m ark er a n d t h ou gh t f o r a m om en t, t r y in g

to tu rn th e p ro b le m int o a q uestio n .  en h e w ro te o n th e w hit e b oard fo r

every o ne t o s e e, C an w e ﬁ n d m atch es f a st e n ou gh ?

“E ach cli ni c alr e ad y has it s ow n in gra in ed pro ce ss,” sa id A le x , th e

pro d uct m ana ger. “ ese are te a m s of peo p le w ho have bee n w ork in g

to geth er in th e s a m e w ay f o r y e a rs . W e’v e g o t t o o ﬀ er s o m eth in g d ra stic a ll y

b ette r t h an th e s ta tu s q uo, o r t h ey ’r e n ot g o in g t o c h an ge t h eir w ork ﬂ ow .”

J a k e a d ded , W ill c li n ic s c h an ge t h eir w ork ﬂo w? Wit h th e sp rint questio ns li s te d , w e sta rte d on th e m ap . M ic h ae l

M arg o li s a nd A le x I ng ra m h ad in te rv ie w ed s ta ﬀ a t c a n ce r c li n ic s, a n d w it h

h elp f ro m A m y, t h ey t o ld u s h ow t r ia l e n ro llm en t w ork ed .

T o m atc h p atie nt s w it h tr ia ls , d octo rs a n d re se a rc h c o ord in ato rs lo ok a t

lo ng li s ts of tr ia l re q uir e m ent s: tr e a tm en t his to ry, blo od co u n t, D NA

m uta tio ns in th e c a nc er c e lls , a nd m uch m ore . A s c a n ce r c a re h as b eco m e

more so p h is tic a te d and ta rg ete d , th ose re q uir e m en ts have go tte n m ore

s p eciﬁ c. “ F or a g iv en tr ia l, y o u m ig h t b e t a lk in g a b ou t a h an dfu l o f e li g ib le

p atie nt s a cro ss th e co u nt ry,” sa id A m y. “I t’s li k e lo ok in g fo r n eed le s in a

h ay sta ck .”

F la tir o n H ea lt h ’s l o n g-te r m g oa l a n d s p rin t q u est io n s.

I t w as a n int ric a te a nd m essy sy ste m . B ut, a fte r a n h ou r o f d is c u ssio n

and a l o t o f r e vis io n, w e w ere a b le t o c re a te a s im ple m ap : Fla tir o n H ea lt h ’s c li n ic a l t r ia l e n ro llm en t m ap.

O n th e le ft w as a li s t o f th e p eo p le in vo lv ed in tr ia l en ro llm en t: th e

patie nt a nd t h e d octo r ( w ho w ere c e n tr a l t o t h e t r e a tm en t d ecis io n ) a n d t h e

cli ni c’s re se a rc h co ord ina to r (w ho w as e a sy to o verlo ok b u t m ig h t b e th e

best inf orm ed ab ou t tr ia l av aila b ili t y ). F ro m th ere , th e m ap sh ow ed th e

patie nt sc h ed uli ng an ap point men t, th e docto r an d sta ﬀ se a rc h ing fo r

m atc h ing t r ia ls , t h e a p point ment , t h e c o m ple te e n ro llm en t, a n d ﬁ nall y , t h e

beg inni ng o f t r e a tm ent .

Beh ind th ose fe w sim ple ste p s w ere all k in ds o f d iﬃcu lt ie s w it h th e

enr ollm ent p ro ce ss: overw ork ed sta ﬀ , m is sin g d ata , an d co m mun ic a tio n

gap s. A s A m y h ad e x p la ine d t o u s, m an y o f t h e d octo rs w ho w ere s u p p ose d

to s u ggest tr ia ls d id n’t e ven kno w w hic h tr ia ls w ere o p en a t th eir c li n ic . I n

th e a fte rno on, w e w ou ld h ave tim e to g o th ro u gh a ll o f th e p ro b le m s a n d

op portu ni tie s. B ut f o r no w, w it h t h is m ap , w e h ad e n ou gh t o s ta rt. • • •

F la tir o n Hea lt h h ad a co m pli c a te d p ro b le m an d a str a ig h tfo rw ard m ap .

Y ou r m ap s h ou ld b e s im ple , t o o. Y ou w on’t h ave t o c a p tu re e very d eta il a n d

nu anc e. I ns te ad , y o u’l l ju st i nc lu d e t h e m ajo r s te p s r e q uir e d f o r c u sto m ers t o

m ove f ro m b eg inni ng to c o m ple tio n , in th is c a se f ro m c a n ce r d ia g n osis to

tr ia l e nr ollm ent .

Let’s lo ok a t a c o u p le m ore e x am ple s. (F or b on us p oin ts , s e e if y o u c a n

sp ot th e co m mon ele m ent s in every m ap .) O n M on day o f th eir sp rin t,

S av io k e had to org ani ze inf orm atio n ab ou t ro b otic s, nav ig atio n , hote l

o p era tio ns , a nd g u est h ab it s .  is i s t h eir m ap :

Sav io k e’s r o b ot d eli v er y m ap. On th e ﬁ rs t day of th eir sp rin t, B lu e B ott le C oﬀ ee so rte d th ro u gh

inf orm atio n ab ou t c o ﬀ ee se le ctio n , c u sto m er su p port, c a fé o p era tio n s, a n d

dis tr ib u tio n ch anne ls . H ere i s t h eir m ap :

Blu e B ottle C oﬀ ee’s o n li n e s a le s m ap.

 e c o m mon ele m ent s? E ach m ap is c u sto m er- c e n tr ic , w it h a li s t o f k ey

acto rs o n th e le ft. E ach m ap is a s to ry, w it h a b eg in n in g, a m id d le , a n d a n

end . A nd , no m atte r th e b u sin ess, e ach m ap is sim ple .  e d ia g ra m s a re

c o m pose d o f no th ing m ore th an w ord s, a rro w s, a n d a fe w b oxes. S o n ow

th at y o u k no w w hat a m ap l o ok s l i k e, y o u’r e r e ad y t o m ak e y o u r o w n. Make a m ap

You’l l d ra w th e ﬁ rs t d ra ft o f yo u r m ap o n M on day m orn in g, as so on as

yo u’v e w rit te n dow n yo u r lo ng -te rm g o al an d sp rin t q uestio n s. U se th e

sa m e w hit e b oard y o u w ro te y o u r g o al o n a n d d iv e in . W hen w e’r e d ra w in g

ou r m ap s, w e fo llo w th ese ste p s (k eep in m in d, th ere ’s a c h eck li s t a t th e

back o f t h e b ook , s o y o u d on’t h ave t o m em oriz e t h is ):

1. L is t t h e a ctor s ( on th e l eft)

 e “a cto rs ” are all th e im porta n t ch ara cte rs in yo u r sto ry. M ost o fte n ,

th ey ’r e diﬀ ere nt kind s of cu sto m ers . Som etim es, peo p le oth er th an

cu sto m ers —s ay, y o u r s a le s te a m o r a g o vern m en t re g u la to r—a re im porta n t

acto rs and sh ou ld b e li s te d as w ell. A nd so m etim es, o f co u rs e , th ere ’s a

ro b ot.

2. W rit e t h e e ndin g ( on th e r ig h t)

I t’s u su all y a lo t e a sie r to ﬁ gu re o u t th e e n d th an th e m id d le o f th e sto ry.

F la tir o n’s s to ry e nd ed w it h t r e a tm en t. S av io k e’s s to ry e n ded w it h a d eli v ery.

A nd B lu e B ottle ’s s to ry e nd ed w it h b u yin g c o ﬀ ee.

3. W ords a nd a rro ws in be tw een

 e m ap s h ou ld b e f u nc tio na l, n ot a w ork o f a rt. W ord s a n d a rro w s a n d t h e

occ a sio na l b ox s h ou ld b e e no ugh . N o d ra w in g e x p ertis e r e q uir e d .

4. K eep it s im ple

Y ou r m ap s h ou ld h ave f ro m ﬁ ve to a ro u n d ﬁ fte en s te p s. I f th ere a re m ore

th an tw ent y, it ’s p ro b ab ly t o o c o m pli c a te d . B y k eep in g t h e m ap s im ple , t h e te a m c a n ag re e o n th e s tr u ctu re o f th e p ro b le m w it h ou t g ett in g tie d u p in

c o m peting s o lu tio ns .

5. As k f or help

A s y o u d ra w , y o u s h ou ld k eep a sk in g t h e t e a m , “ D oes t h is m ap l o ok r ig h t? ”

Y ou s h ou ld b e a b le t o m ak e t h e ﬁ rs t q uic k d ra ft o f y o u r m ap in t h ir ty t o

s ix ty m inu te s. D on’t b e su rp ris e d if y o u c o n tin ue to u p d ate a n d c o rre ct it

t h ro u gh ou t t h e d ay a s y o u d is c u ss t h e p ro b le m . W e n ever g et o u rs r ig h t t h e

ﬁ rs t t im e, b u t y o u h ave t o s ta rt s o m ew here .

A t th is p oint , y o u w ill h ave re ach ed a n im porta n t m ile sto n e. Y ou h ave a

ro u gh d ra ft o f yo u r lo ng -te rm g o al, sp rin t q uestio n s, an d m ap . Y ou ca n

a lr e ad y se e th e b asic o u tli ne o f yo u r sp rin t: th e u n kn ow ns yo u’l l tr y to

a ns wer in Frid ay ’s t e st a nd t h e p lo tli n e o f y o u r s o lu tio n s a n d p ro to ty p e.  e

lo ng -te rm g o al i s y o u r m otiv atio n a n d y o u r m ea su rin g s tic k .

F or th e re st o f th e d ay, yo u’l l in te rv ie w th e ex p erts o n yo u r te a m to

g ath er mo re inf orm atio n ab ou t th e p ro b le m sp ace . A s y o u g o, y o u’l l a d d

m ore q uestio ns , m ak e u p d ate s to y o u r m ap , a n d p erh ap s e ven a d ju st th e

ph ra sing o f y o u r lo ng -te rm g o al. A nd y o u’l l ta k e n ote s a s a te a m , to a d d

m ore d ep th t o t h e m ap o n th e w hit e b oard .

Y ou r jo b o n M ond ay a fte rno on will b e t o a sse m ble o n e c o h esiv e p ic tu re

f ro m e very o ne ’s p oole d k no wle d ge a n d e x p ertis e . I n th e n ex t c h ap te r, w e’l l

g iv e y o u a re cip e fo r le a rni ng f ro m th e e x p erts a t y o u r c o m pan y, a n d w e’l l

s h ow a ne arly m ag ic a l w ay t o t a k e n ote s. I. F or m ore o n t h e M is ty M ou n ta in s, r e fe r t o Le d Z ep peli n I V .

I I . I f y o u’r e c o u n tin g: Y es, t h ere w ere m ore t h an s e ven p eo p le in F la tir o n’s s p rin t. I t’s a g u id eli n e, n ot

an i r o n cla d r u le . 6

Ask t h e E xp erts

You r te a m kno ws a lo t ab ou t yo u r ch alle n ge. B ut th at kn ow le d ge is

d is tr ib u te d . S om eb od y k no ws th e m ost ab ou t yo u r cu sto m ers ; so m eb od y

kno ws th e m ost a b ou t th e te ch no lo g y, th e m ark etin g, th e b u sin ess, a n d s o

o n. In th e no rm al co u rs e o f b u sin ess, te a m s d on’t g et th e c h an ce to jo in

f o rc e s a nd u se a ll o f th at k no wle d ge. I n th e n ex t s e t o f e x erc is e s, y o u’l l d o

ex actly t h at.

M ost o f M ond ay a fte rno on is d evo te d to a n e x erc is e w e ca ll A sk th e

E xp erts : a s e rie s o f o ne -a t- a -tim e int erv ie w s w it h p eo p le f ro m y o u r s p rin t

te a m , f ro m a ro u nd y o u r c o m pan y, a n d p ossib ly e ven a n o u ts id er o r t w o w it h

s p ecia l k no wle d ge. A s y o u g o, e ach m em ber o f y o u r te a m w ill t a k e n ote s

ind iv id uall y . Y ou’l l b e g ath ering th e in fo rm atio n yo u n eed to ch oose th e

ta rg et o f y o u r sp rint , w hile g ath erin g fu el fo r th e so lu tio n s y o u sk etc h o n

T uesd ay.

W hy g o to a ll th is tr o u ble ? A s w it h m an y o f th e s te p s w e d o in s p rin ts ,

w e le a rne d t o d o t h is o ne a fte r m ak in g a b ig m is ta k e. W hen w e ﬁ rs t s ta rte d

ru nni ng s p rint s, w e t h ou gh t w e c o u ld le a rn e very th in g ju st b y t a lk in g t o t h e

peo p le in ch arg e: u su all y th e C EO s an d m an ag ers . It m ak es se n se .  e Decid ers sh ou ld k no w th e m ost a b ou t th e p ro je ct, rig h t? W ell, a s it tu rn s

ou t, t h ey d on’t k no w e very th ing —even w hen t h ey t h in k t h ey d o.

W e w ere r u nni ng a s p rint w it h W alr u sC o ( a g ain , n am es a n d id en tif y in g

deta ils ch ang ed to p ro te ct th e in noce n t) . W e’d alr e ad y h ea rd every th in g

th eir C EO a nd th eir c h ie f p ro d uct o ﬃce r h ad to te ll u s. W e’d d ra w n o u r

m ap o n th e w hit e b oard , a nd w e w ere fe eli n g c o n ﬁ den t a b ou t it .  e C EO

to ld u s w e “ a b so lu te ly , o ne h und re d p erc e n t” h ad i t r ig h t.

 at’s w hen W end y (a g ain, na me ch an ged ) ste p ped in th e ro om . S he

w as fu ll o f e ne rgy. H er sh ir ts le e ves w ere ro lle d u p to h er e lb ow s, a n d sh e

ru bbed h er h and s t o geth er a nd p ace d a s s h e t a lk ed .

W end y r a n W alr u sC o’s s a le s t e a m . A nd w hat s h e u n ders to od b ette r t h an

a n yo ne w as h ow c u sto m ers re acte d a t d iﬀ ere n t ste p s in th e sa le s p ro ce ss.

S he p oint ed a t o u r d ia g ra m . “H ere ,” sh e sa id , “th ey ’r e sa y in g, ‘I ’v e n ever

h ea rd o f th is W alr u sC o. W hy s h ou ld I tr u st y o u s u ck ers w it h m y a cco u n t

nu mber? ’ ” S he t o ok a s w ig o f w ate r f ro m a p ap er c u p. “ H ere ,” —s he p oin te d

to a no th er s p ot—“ we’r e g o ing t o r e q uir e t h eir b u sin ess t a x I D . N ob od y h as

th at m em oriz ed .  ey ’v e g o t t o ﬁ nd t h e p ap ers , a n d t h ey ’r e d ig g in g in t h eir

ﬁ li ng c a b ine t. I f I h aven ’t s o lv ed t h e t r u st i s su e b y t h is p oin t, g am e o ver.”

E very o ne jo tte d no te s. J a k e r a n to t h e w hit e b oard , r u bbed o u t a f e w li n es

w it h h is th um b, and d re w in Wen dy’s co rre ctio n s. “L ik e th is ? ” h e sa id .

W end y l o ok ed a t h er w atc h , t h en c h eck ed J a k e’s w ork .

“Y ea h .” S he c ru m ple d h er p ap er c u p a n d to sse d it in th e tr a sh . “A bou t

li k e t h at. L ook , t h ank s f o r h av ing m e.” S he g ave a n a p olo getic s h ru g. “ I g o t

th is c a ll. ” At W alr u sC o, th e C EO w as ce rta in w e h ad co vere d every th in g. B ut

W end y ch ang ed alm ost every part of ou r m ap . N ow , befo re yo u sta rt

th ink ing th at W alr u sC o’s C EO w as a g o ofb all, w e s h ou ld e x p la in th at th e

m ap w as accu ra te befo re W end y ca m e in . It w as ju st m ore accu ra te

a fte rw ard . W end y p ut t h e b asic f a cts i n to a r e a l c u sto m er’s c o n te x t. Nob od y k n o w s e ve ry th in g

W hat W end y t a u gh t u s w as t h at b ig c h alle n ges h ave a lo t o f n uan ce , a n d t o

u nd ers ta nd it a ll, y o u ne ed to inc orp ora te in fo rm atio n f ro m m an y s o u rc e s.

N ob od y k no ws e very th ing , no t e ven th e C EO . I n ste ad , th e in fo rm atio n is

d is tr ib u te d a sy m metr ic a ll y a cro ss th e te a m a n d a cro ss th e c o m pan y. I n th e

sp rint , y o u’v e g o t t o g ath er it a n d m ak e s e n se o f it , a n d a sk in g t h e e x p erts is

t h e b est a nd f a ste st w ay t o d o t h at.

D ecid ing w ho to ta lk to is a b it o f an art. F or yo u r o w n te a m , yo u

p ro b ab ly h ave a h unc h a b ou t t h e r ig h t p eo p le a lr e ad y. W e t h in k i t ’s u se fu l t o

h ave a t l e a st o ne e x p ert w ho c a n t a lk a b ou t e ach o f t h ese t o p ic s:

S tr a te g y

S ta rt b y ta lk ing to th e D ecid er. I f th e D ecid er is n ot g o in g to b e in

t h e sp rint th e w hole tim e, be su re sh e jo in s yo u on M on day

a fte rno on. S om e u se fu l q uestio ns t o a sk : “ W hat w ill m ak e t h is p ro je ct

a su cce ss? ” “ W hat’s o u r u ni que a d van ta g e o r o p portu n it y ?” “ W hat’s

t h e b ig gest r is k ?”

V oi ce of th e C ustom er

W ho ta lk s to yo u r cu sto m ers m ore th an an yo n e els e ? W ho ca n

ex p la in th e w orld f ro m th eir p ers p ectiv e? W en dy is a p rim e e x am ple

o f a cu sto m er ex p ert. W heth er th is pers o n is in sa le s, cu sto m er

su p port, r e se a rc h , o r w hate ver, h is o r h er i n sig h ts w ill l i k ely b e c ru cia l.

H ow  in gs W ork Who u nd ers ta n ds th e m ech ani cs o f yo u r p ro d uct? O n yo u r sp rin t

te a m , y o u’v e g o t th e p eo p le b u ild in g y o u r p ro d uct o r d eli v ering y o u r

id ea —t he d esig ne r, th e e ng ine er, th e m ark ete r. S av io k e in te rv ie w ed

ro b otic is ts , B lu e B ottle int erv ie w ed b aris ta s, a n d F la tir o n in te rv ie w ed

o nc olo gis ts .  ink ab ou t brin gin g in th e mon ey ex p ert, th e

te ch /l ogis tic s e x p ert, a nd t h e m ark etin g e x p ert a s w ell. W e f re q uen tly

t a lk w it h tw o, th re e, o r fo u r “h ow th in gs w ork ” e x p erts to h elp u s

und ers ta nd h ow e very th ing ﬁ ts t o geth er.

P re v iou s E ﬀor ts

O fte n, s o m eo ne o n th e te a m h as a lr e ad y th ou gh t a b ou t th e p ro b le m

in de ta il.  at p ers o n mig h t h ave a n id ea a b ou t th e s o lu tio n , a fa ile d

ex p erim ent , or m ay b e even so m e w ork in pro gre ss. You sh ou ld

e x am ine th ose pre ex is ting so lu tio n s. M an y sp rin t te a m s get gre a t

re su lt s by ﬂ esh ing ou t an unﬁ nis h ed id ea or ﬁ xin g a fa ile d on e.

S av io k e, fo r ins ta nc e, had ne arly all th e pie ce s of th eir ro b ot

p ers o na li t y befo re th e sp rint , bu t had n’t had th e op portu n it y to

a sse m ble t h em .

Talk ing to th ese e x p erts r e m ind s th e te a m o f th in gs th ey k n ew b u t m ay

h ave fo rg o tte n. I t a lw ay s y ie ld s a fe w su rp ris in g in sig h ts . A nd th e p ro ce ss

h as a no th er ni ce , lo ng -te rm b ene ﬁt. B y a sk in g p eo p le fo r th eir in put e a rly

in th e p ro ce ss, y o u h elp t h em f e e l in veste d in t h e o u tc o m e. L ate r, w hen y o u

b eg in ex ecu ting y o u r su cce ssfu l so lu tio n s, th e e x p erts y o u b ro u gh t in w ill

p ro b ab ly b e a m ong y o u r b ig gest s u p porte rs . Ask t h e E xp erts

A llo w h alf a n hou r fo r e ach c o n vers a tio n , a lt h ou gh y o u li k ely w on’t u se a ll

o f th at tim e. O nc e th e e x p ert is re ad y, w e fo llo w a sim ple sc rip t to k ee p

th ing s m oving .

1. Intr od uce t h e s prin t

If t h e e x p ert i s n ’t p art o f t h e s p rin t t e a m , t e ll h er w hat t h e s p rin t i s a b ou t.

2. R ev ie w t he wh it e boa rd s

G iv e th e e x p ert a t w o-m inu te to u r o f th e lo n g-te rm g o al, s p rin t q uestio n s,

a nd m ap .

3. O pen th e d oor

A sk th e ex p ert to te ll yo u every th in g sh e k n ow s ab ou t th e ch alle n ge at

h and .

4. As k q uestion s

e s p rint t e a m s h ou ld a ct li k e a b u n ch o f r e p orte rs d ig g in g f o r a s to ry. A sk

th e e x p ert t o ﬁ ll in are a s w here s h e h as e x tr a e x p ertis e . A sk h er t o r e te ll y o u

w hat s h e th ink s y o u a lr e ad y k no w. A nd m ost im porta n t, a sk th e e x p ert to

te ll yo u w here yo u’v e g o t it w ro n g. C an sh e ﬁ nd an yth in g o n yo u r m ap

th at’s inc om ple te ? W ou ld sh e a d d a n y sp rin t q uestio n s to y o u r li s t? W hat

o p portu ni tie s d oes s h e s e e? U se fu l p h ra se s a re “ W hy?” a n d “ T ell m e m ore

a b ou t t h at.”

5. F ix t h e wh it e boa rd s Add sp rint q uestio ns . C hang e yo u r m ap . If n ece ssa ry, u p d ate yo u r lo n g-

te rm g o al. Y ou r e x p erts a re h ere t o t e ll y o u w hat y o u d id n’t k n ow ( o r f o rg o t)

in th e m orni ng , s o d on’t b e s h y a b ou t m ak in g r e vis io n s.

 at’s it . Y ou r e x p erts d on’t h ave to p re p are a s li d e d eck . I f th ey a lr e ad y

h ave so m eth ing to sh ow , th at’s ﬁ ne, b u t o ﬀ -th e-c u ﬀ d is c u ssio n a b ou t th e

m ap a nd t h e c u sto m ers is o fte n m ore e ﬃci en t.  is n eed f o r im pro vis a tio n

is a li t tle u nne rv ing , b u t it w ork s. If th ey ’r e tr u ly e x p erts , th ey ’l l te ll y o u

th ing s y o u w ou ld n’t k no w t o a sk .

Y ou r e x p erts w ill p ro vid e a to n of in fo rm atio n . S o h ow a re y o u g o in g to

k eep t r a ck o f it a ll? B y t o m orro w , w hen t h e t e a m s k etc h es s o lu tio n s, a lo t o f

th e int ere sting d eta ils w ill h ave fa d ed fro m y o u r sh ort- te rm m em ory.  e

whit e b oard s w ill b e h elp fu l, b u t th ey ’r e n ot e n ou gh . Y ou’r e g o in g to n eed

so m e a d dit io na l no te s.

I m ag ine th at e very p ers o n on th e te a m to ok h is o r h er o w n n ote s.  at

w ou ld b e ni ce , b u t if o ne p ers o n a lo n e h ad a n in te re stin g o b se rv atio n , th e

re st o f th e g ro u p w ou ld n’t b ene ﬁt fro m it . E ach p ers o n’s n ote s w ou ld b e

tr a p ped i n his o r h er no te b ook .

N ow im ag ine th at y o u a re a w iz ard . Y ou w ave y o u r m ag ic w an d. S heets

o f p ap er ﬂ y o u t o f e very o ne ’s no te b ook s a n d o rg an iz e th em se lv es in to o n e

big co lle ctio n.  en th e pag es te a r th em se lv es in to sc ra p s.  en —

re m em ber, t h is is m ag ic —t he m ost in te re stin g s c ra p s s e p ara te f ro m t h e r e st

a nd stic k th em se lv es o nt o th e w all fo r all to se e. N ic e jo b, w iz ard ! Y ou

org ani zed a nd p rio rit iz ed t h e g ro u p’s n ote s, a n d i t t o ok n o t im e a t a ll. Unf ortu na te ly , w e d on’t k no w h ow to d o a n y a ctu al m ag ic . B ut w e d o

h ave a t e ch ni que t h at r e su lt s in org an iz ed , p rio rit iz ed n ote s f ro m t h e e n tir e

te a m . A nd i t ’s p re tt y f a st.

 e m eth od is c a lle d H ow M ig h t W e . It w as d evelo p ed a t P ro cte r &

G am ble in th e 1970s , b u t w e le a rn ed ab ou t it fro m th e d esig n ag en cy

ID EO . I t w ork s t h is w ay : E ach p ers o n w rit e s h is o r h er o w n n ote s, o n e a t a

t im e, o n s tic k y no te s. A t t h e e n d o f t h e d ay, y o u’l l m erg e t h e w hole g ro u p’s

no te s, o rg ani ze th em , a nd c h oose a h an dfu l o f th e m ost in te re stin g o n es.

 ese s ta nd ou t no te s w ill h elp y o u m ak e a d ecis io n a b ou t w hic h p art o f t h e

m ap t o t a rg et, a nd o n Tuesd ay, t h ey ’l l g iv e y o u i d ea s f o r y o u r s k etc h es.

W it h t h is t e ch niq ue, y o u t a k e no te s in t h e f o rm o f a q uestio n , b eg in nin g

w it h th e w ord s “ H ow m ig h t w e . . . ? ” F or e x am ple , w it h B lu e B ottle , w e

co u ld a sk , “ H ow m ig h t w e re -c re a te th e c a fé e x p erie n ce ?” o r “ H ow m ig h t

w e e ns ure c o ﬀ ee a rr iv es f re sh ?” Som e o f B lu e B ottle C oﬀ ee’s H ow M ig h t W e n ote s.

N ow , s o m e fo lk s I w ill b ris tle a t th e s li g h tly u nna tu ra l “ H ow m ig h t w e”

p h ra sing . A fte r all, m ost peo p le don’t ta lk li k e th at in re a l li f e , an d,

co m bine d w it h w rit ing o n stic k y n ote s, it c a n fe el a li t t le s ill y . W e h ad th e

sa m e c o nc erns o u rs e lv es w hen we ﬁ rs t le a rn ed a b ou t th e H ow M ig h t W e

meth od .

W hen we tr ie d it , w e ca m e to ap pre cia te how th e op en -e n ded ,

op tim is tic ph ra sing fo rc e d us to lo ok fo r op portu n it ie s an d ch alle n ges,

ra th er t h an getting b ogged d ow n b y p ro b le m s o r, a lm ost w ors e , ju m pin g t o

s o lu tio ns t o o s o on. A nd b eca u se e very q uestio n s h are s t h e s a m e f o rm at, it ’s

p ossib le t o r e ad , u nd ers ta nd , a nd e valu ate a w hole w all f u ll o f t h ese n ote s a t

o nc e ( w hic h i s w hat y o u’l l d o l a te r i n t h e a fte rn oon ). Ta ke Ho w M ig ht W e n o te s

E very p ers o n on th e te a m ne ed s h is o r h er o w n p ad o f s tic k y n ote s (p la in

y e llo w , th re e b y ﬁ ve inc hes) and a th ic k b la ck d ry -e ra se m ark er. I I U sing

t h ic k m ark ers o n a s m all s u rfa ce f o rc e s e very o n e t o w rit e s u ccin ct, e a sy -to -

re ad h ead li ne s.

T o t a k e no te s, f o llo w t h ese s te p s:

1. P ut t h e l e tte rs “ H M W ” i n th e t o p l e ft c o rn er o f y o u r s tic k y n ote .

2. W ait .

3. W hen yo u h ea r so m eth ing in te re stin g, c o n vert it in to a q uestio n

(q uie tly ).

4. W rit e t h e q uestio n on yo u r s tic k y n ote .

5. P eel o ﬀ t h e no te a nd s e t i t a sid e. Each p ers o n will end u p w it h a li t tle sta ck o f n ote s—y ou’l l o rg an iz e

th em l a te r.

 ere ’s no d en ying th at th is m eth od is a w kw ard a t ﬁ rs t, b u t e very te a m

w e w ork w it h ﬁ gu re s it o u t o nc e t h ey s ta rt w rit in g. T o b ett e r illu str a te h ow

all th is A sk th e E xp erts a nd H ow M ig h t W e s tu ﬀ w ork s, le t’s lo ok a t p art

o f a n actu al int erv ie w , a nd t h e n ote s t h at c a m e o u t o f it . I n t h is s c e n e f ro m

F la tir o n’s sp rint , w e’r e int erv ie w in g D r. B ob by G re en , th eir V P o f c li n ic a l

str a te g y.  is is ro u gh ly th e ﬁrs t tw o m in ute s of his ﬁfte en -m in ute

int erv ie w .

• • •

“ A ll r ig h t, B ob by,” s a id J a k e. “ W hat’s m is sin g o n o u r m ap ?”

“ W ell, I c a n ta lk a li t tle m ore a b ou t th is p art.” B ob by p oin te d to th e

w hit e b oard , w here th e d ia g ra m s a id Sea rch fo r m atch in g tr ia ls . “ I ’l l g iv e y o u

th e d octo r’s p ers p ectiv e h ere .”

B ob by h and ed a ro u nd a fe w c o p ie s o f a th re e-p ag e p rin to u t. “  is is a

ty p ic a l li s t o f c rit e ria fo r a c li n ic a l tr ia l, ” h e sa id . “ W hen w e’r e tr y in g to

d ecid e if a p atie nt m ig h t b e a m atc h , w e’r e c o m parin g w hat w e k n ow a b ou t

th e p atie nt t o l i s ts l i k e t h is .”

 e p ag es w ere ﬁ lle d w it h re q uir e m en ts .  ere w ere ﬁ ft y -fo u r in all,

e very th ing fro m “A ge 18 or over” to “A t le a st fo u r w eek s sin ce prio r

sa rg ra m ostim (G M -C SF ), int erfe ro n a lf a -2b , o r in te rle u kin -2 .” F or Ja k e,

B ra d en, a nd J o h n, it w as t o u gh t o d ecip h er. B ut t h e p oin t w as c le a r: I t w as

a l o ng l i s t. Ale x Ing ra m , F la tir o n’s p ro d uct m an ag er, lo ok ed u p fro m h is p rin to u t.

“  e c li ni cs d on’t h ave a ll o f t h is i n fo rm atio n a b ou t t h eir p atie n ts , r ig h t? ”

B ob by no dded . “S om e o f th ese crit e ria are in th e ele ctr o n ic m ed ic a l

re co rd , b u t a l o t a re n ’t .”

“ R em ind u s h ow it w ork s w hen th e in fo is n ’t in th e m ed ic a l re co rd ,”

A m y A berne th y, F la tir o n’s c h ie f m ed ic a l o ﬃce r, sa id . It w as o b vio u s th at

sh e a lr e ad y k ne w t h e a ns wer, b u t s h e a ls o k n ew t h e r e st o f u s w ou ld b en eﬁ t

fro m h ea ring i t .

“ W ell, it d ep end s,” sa id B ob by. “F or ex am ple , m an y tr ia ls ca ll fo r ‘n o

unc ont ro lle d c a rd ia c d is e a se .’  at’s p re tt y v ag u e, b u t it p ro b ab ly m ea n s t h e

patie nt h asn ’t h ad a r e ce nt h ea rt a tta ck .  at k in d o f t h in g w on’t b e e a sy t o

ﬁ nd i n th e e le ctr o ni c m ed ic a l r e co rd . S o s o m eo n e f ro m t h e c li n ic h as t o t a lk

t o th e p atie nt o r to th e p atie nt ’s c a rd io lo gis t. A t th e e n d o f th e d ay, th e

onc olo gis t m ig h t h ave t o m ak e a ju d gm en t c a ll. ”

B ob by s e t h is o w n sta ck o f p ap ers o n t h e t a b le . “ T o m atc h a p atie n t t o a

t r ia l, w e’v e go t to ans wer a d ozen or tw o d ozen op en q uestio n s. N ow

m ult ip ly t h at b y t h e nu mber o f ne w p atie n ts e very w eek , a n d t h e n um ber o f

tr ia ls a t e ach c li n ic .” H e g ave a t ir e d s m ile . “A nd a s a n o n co lo gis t, y o u w ere

a lr e ad y b u sy a n yw ay.”

A ro u nd th e ro om , p eo p le no dded .  en w e a ll w ro te fu rio u sly o n o u r

stic k y no te s.

• • •

A r e ca p : F ir s t, J a k e, a s t h e s p rin t’s F acili t a to r, b eg an t h e in te rv ie w b y a sk in g

B ob by a b ou t th e m ap o n th e w hit e b oard .  at g ave u s a ll c o n te x t fo r h ow th e ne w i nf orm atio n wou ld ﬁ t w it h w hat w e’d a lr e ad y d is c u sse d .

N ex t, t h e t e a m a sk ed a lo t o f q uestio n s. A m y’s p h ra se “ R em in d u s . . . ” i s

u se fu l, b eca u se m ost int erv ie w s in clu d e c o n te n t th e te a m h as h ea rd b efo re ,

a t s o m e p oint o r a no th er.  at’s o k ay. C overin g it a g ain r e fre sh es e very o n e’s

m em ory a nd r e vea ls ne w d eta ils .  e “ R em in d u s” p h ra se is a ls o a n ic e w ay

to m ak e yo u r ex p ert fe el co m fo rta b le . B ob by did n’t need th at—h e’s a

co nﬁ dent p ubli c s p ea k er—b ut b y a sk in g q uestio n s in t h is w ay, y o u c a n d ra w

o u t g re a t i nf orm atio n fro m e ven th e q uie te st p ers o n o n y o u r t e a m .

Let’s ta lk ab ou t no te -ta k ing . H ere ’s a basic ou tli n e of th e pro b le m s

Bob by p re se nt ed :

•  e i nf orm atio n re q uir e d t o s c re en p atie n ts i s h ard t o ﬁ nd i n t h eir

m ed ic a l r e co rd s.

• F illi ng i n m is sing i nf orm atio n re q uir e s a l o t o f t im e a n d e ﬀ ort.

•  e nu mber o f p atie nt s, t r ia ls , a n d r e q uir e m en ts i s o verw helm in g.

U gh .  at’s d ep re ssing , r ig h t? B ut t h e e n tir e t im e B ob by w as t a lk in g, t h e

F la tir o n te a m was tu rni ng th ose pro b le m s in to H ow M ig h t W e

op portu ni tie s. H ere a re s o m e o f t h e n ote s t h ey t o ok : Read ing th e H ow M ig h t W e li s t fe els a lo t b ett e r th an re ad in g th e

pro b le m li s t. It w as e x cit ing w hen th e in te rv ie w s e n ded a n d w e sa w e ach

o th er’s n ote s o n th e w all. E ach H ow M ig h t W e n ote c a p tu re d a p ro b le m

a nd c o n verte d i t i nt o a n op portu n it y .

W hat’s m ore , e ach q uestio n co u ld b e a n sw ere d in m an y d iﬀ ere n t w ay s.

 ey w ere n ’t to o b ro ad (“ H ow m ig h t w e re in ven t h ea lt h ca re ?”) o r to o

na rro w (“ H ow m ig h t w e p ut o u r lo go in th e to p rig h t c o rn er? ”) In ste ad ,

F la tir o n’s H ow M ig h t W e no te s w ere ju st sp eciﬁ c en ou gh to in sp ir e

m ult ip le s o lu tio ns . O n Tuesd ay, th ey w ou ld p ro vid e th e p erfe ct in sp ir a tio n

fo r o u r s k etc h es.

B ob by’s int erv ie w illu str a te s th e b asic fo rm ula fo r M on day afte rn oon .

Y ou’l l int erv ie w e x p erts , u sing y o u r m ap a s a n o u tli n e. Y ou’l l t a k e n ote s a s a

t e a m , tu rni ng e ach p ro b le m y o u h ea r in to a n o p portu n it y . B y th e tim e y o u

ﬁ ni sh yo u r int erv ie w s, yo u r te a m w ill h ave g en era te d a p ile o f n ote s. In

m ost sp rint s, w e e nd u p w it h so m ew here b etw een th ir ty a n d a h un dre d .

U nf ortu na te ly , yo u ca n ’t m ak e go od u se o f th at m an y H ow M ig h t W e

questio ns . O nc e y o u tu rn yo u r a tte n tio n to sk etc h in g, it w ill b e to o m an y

op portu ni tie s f o r t h e p oor h um an b ra in t o t r a ck . Y ou’v e g o t t o n arro w t h em

d ow n. Org an iz e Ho w M ig ht W e n o te s

A s s o on as th e e x p ert int erv ie w s a re ﬁ nis h ed , e very b od y s h ou ld g ath er h is

o r h er H ow M ig h t W e no te s a n d s tic k t h em o n t h e w all. J u st p ut t h em u p

in an y h ap h az ard f a sh io n, l i k e t h is :

F ir st , pu t u p t h e H ow M ig h t W e n ote s w it h ou t a n y o rg a n iz atio n .

W ow , w hat a m ess! N ow y o u’l l o rg an iz e t h e n ote s in to g ro u p s. W ork in g

to geth er, ﬁ nd H ow M ig h t W e q uestio n s w it h s im ila r t h em es a n d p h ysic a ll y

g ro u p t h em t o geth er o n th e w all.

Y ou w on’t k no w w hat th em es to u se a h ead o f tim e. I n ste ad , th e th em es

w ill em erg e as yo u go. For ex am ple , im ag in e yo u w ere w ork in g w it h

F la tir o n Hea lt h . Y ou m ig h t lo ok a t th e w all a n d n otic e a fe w n ote s a b ou t

ele ctr o ni c m ed ic a l re co rd s. Y ou’d p ic k th ose n ote s u p a n d p ut th em n ea r

each o th er. B ing o. Y ou’v e g o t a t h em e. As t h e o rg ani zatio n go es o n, it ’l l b e u se fu l t o la b el t h e t h em es. J u st w rit e

a t it le o n a f re sh s tic k y no te a nd p ut it a b ove t h e g ro u p. ( W e u su all y e n d u p

w it h a “ M is c ” t h em e o f no te s t h at d on’t ﬁ t a n yw here e ls e .  ose m is ﬁ t n ote s

o fte n end u p b eing s o m e o f t h e b est o n es.)

O rg a n iz e i n to g ro u ps, an d g iv e e a ch g ro u p a l a bel.

 is p ro ce ss c o u ld g o o n fo re ver if y o u le t it , b u t t h e o rg an iz atio n d oesn ’t

h ave to b e p erfe ct. A fte r te n min ute s, th e n ote s w ill b e so rte d e n ou gh to

m ove o n to p rio rit iz atio n. Vote o n Ho w M ig ht W e n o te s

To prio rit iz e th e no te s, yo u’l l use dot vo tin g. It’s on e of ou r fa vo rit e

s h ortc u ts fo r sk ip ping le ng th y d eb ate . D ot v o tin g w ork s p re tt y m uch th e

w ay i t s o u nd s:

1. G iv e tw o l a rg e d ot s tic k ers t o e a ch p ers o n .

2. G iv e fo u r la rg e d ot stic k ers to th e D ecid er b eca u se h er o p ini on

co u nt s a l i t tle m ore .

3. A sk e very o ne t o re v ie w t h e g o al a n d s p rin t q u estio n s .

4. A sk e very o ne t o vo te i n s ile n ce f o r t h e m ost u se fu l H ow M ig h t W e

qu estio n s .

5. I t’s o k ay to v o te fo r y o u r o w n n ote , o r to v o te tw ic e fo r th e sa m e

no te .

A t th e end o f th e vo ting , yo u’l l h ave clu ste rs o f d ots o n a fe w H ow

M ig h t W e no te s, a nd t h e w hole w all w ill b e p rio rit iz ed . Use d ots t o v ote f o r t h e m ost p ro m is in g q u est io n s.

W hen th e v o tin g is o ver, ta k e th e H ow M ig h t W e n ote s w it h m ult ip le

v o te s, re m ove th em f ro m th e w all, a n d ﬁ nd a p la ce to s tic k th em o n y o u r

m ap . M ost no te s w ill p ro b ab ly c o rre sp on d w it h a s p eciﬁ c s te p in th e s to ry.

H ere ’s F la tir o n’s m ap a g ain: Fla tir o n H ea lt h ’s m ap w it h t o p H ow M ig h t W e n ote s.

 e p rio rit iz atio n pro ce ss i s n ’t p erfe ct:  ere ’s li t tle t im e f o r d eli b era tio n ,

and e a rly v o te s w ill s o m etim es b ia s la te r v o te s. B ut it le ad s to p re tt y g o od

d ecis io ns , a nd it h ap pens fa st e n ou gh t o le a ve t im e fo r t h e m ost im porta n t

jo b o f th e d ay : A fte r a lo ok b ack o ver yo u r lo n g-te rm g o al, yo u r sp rin t

questio ns , y o u r m ap , a nd t h e no te s y o u t o ok t h is a fte rn oon , y o u r t e a m w ill

c h oose o ne s p eciﬁ c t a rg et f o r t h e r e st o f y o u r s p rin t’s e ﬀ orts .

I. W e’r e n ot n am in g a n y n am es, b u t . . . ( co u gh ) e n gin eers .

I I . W e p re fe r w hit e b oard m ark ers o ver S harp ie s f o r t h re e r e a so n s: ( 1)  ey ’r e m ore v ers a tile . ( 2)  ey

d on’t sm ell a s m uch . (3) If yo u h an d Ja k e a S harp ie , h e’l l accid en ta ll y u se it o n th e w hit e b oard ,

gu ara n te ed . 7

Ta rg et

In 1948 , a y o u ng sc ie nt is t na med M arie  arp m oved to N ew Y ork a n d

fo u nd a jo b in th e g eo lo g y d ep artm en t a t C olu m bia U niv ers it y .  ere sh e

to ok o n an unu su al a ssig nm ent : m ak in g t h e w orld ’s ﬁ rs t d eta ile d m ap o f t h e

oce a n ﬂoor.  arp p lo tte d th ou sa n ds o f so n ar so u n din gs w it h p ain sta k in g

pre cis io n. W here th ere w ere gap s betw een data poin ts , sh e use d her

ex p ertis e i n geo lo g y a nd m ath t o ﬁ gu re o u t w hat w as m is sin g.

A s  arp ink ed h er m ap , sh e d is c o vere d so m eth in g su rp ris in g. W hat

h ad ap pea re d to b e is o la te d u nd ers e a m ou n ta in s w ere in fa ct o n e lo n g,

int erc o nne cte d c h ain of v o lc a ni c ra n ges a n d d eep v alle y s. It ju m ped rig h t

ou t o f h er m ap : a t h ic k , u nb ro k en b an d s tr e tc h in g f o r t h ou sa n ds o f m ile s.

T od ay, yo u ca n ea sil y se e th e M id -O ce a n R id ge (a s it ’s n ow k n ow n)

using G oogle E arth . In th e A tla n tic O ce a n th e rid ge sh ow s u p a s a d ark

b lu e li ne s na king f ro m t h e w ate rs n orth o f G re en la n d, t h ro u gh I c e la n d, a nd

all t h e w ay i nt o t h e S ou th A tla nt ic .  ere , a t t in y B ou vet I sla n d, i t c o n nects

w it h a no th er ja g ged b lu e b and a n d r u n s e a st t o w ard t h e I n dia n O ce a n . O n

and o n it g o es, o ne rid ge co n n ectin g to an oth er, fro m o ce a n to o ce a n ,

aro u nd t h e e nt ir e e a rth . arp w as t h e ﬁ rs t t o s e e it .  e r id ge, s h e h yp oth esiz ed , w as a m assiv e

cra ck w here t h e e a rth ’s s h ell p ulle d a p art. A t t h e t im e, p la te t e cto n ic s—t he

id ea th at g ia nt p ie ce s o f th e e a rth ’s c ru st a re in c o n sta n t m otio n , m ovin g

co nt ine nts a nd s h ap ing la nd sc a p es—wa s g en era ll y c o n sid ere d t o b e a w ack y

id ea . B ut it w as d iﬃc ult t o a rg u e w it h  arp ’s m ap . B y t h e la te 1960s , p la te

te cto ni cs w as a cce p te d a s f a ct.

• • •

A t t h e e nd o f t h e d ay o n M ond ay, y o u’r e s e t u p f o r a M arie  arp m om en t.

 arp d id n’t g o lo ok ing fo r t h e M id -O ce a n R id ge, b u t w hen s h e c o m pile d

th e d ata and m ad e a m ap , sh e co u ld n’t m is s it . A fte r in te rv ie w in g th e

ex p erts a nd o rg ani zing y o u r no te s, th e m ost im porta n t p art o f y o u r p ro je ct

sh ou ld ju m p r ig h t o u t o f y o u r m ap , a lm ost l i k e a c ra ck i n t h e e a rth .

Y ou r ﬁ nal ta sk o n M ond ay is to c h oose a ta rg et fo r y o u r s p rin t. W ho is

t h e m ost im porta nt cu sto m er, an d w hat’s th e crit ic a l m om en t of th at

cu sto m er’s e x p erie nc e?  e re st o f th e sp rin t w ill ﬂ ow fro m th is d ecis io n .

 ro u gh ou t t h e w eek , y o u’l l b e f o cu se d o n t h at t a rg et—s ketc h in g s o lu tio n s,

m ak ing a p la n, a nd b u ild ing a p ro to ty p e o f th at m om en t a n d th e e ven ts

a ro u nd i t .

S av io k e d ecid ed t o t a rg et t h e h ote l g u est ( r a th er t h an t h e h ote l s ta ﬀ ) a n d

to f o cu s o n th e m om ent o f d eli v ery ( r a th er t h an t h e e le vato r o r lo b by).  e

oth er s c e na rio s w ere i m porta nt , b u t t h e b ig gest r is k a n d o p portu n it y w ere a t

th e g u est- ro om d oor. A nd t h ey k n ew t h at i f t h ey g o t t h e d eli v ery r ig h t, t h ey

co u ld a p ply w hat t h ey l e a rne d e ls e w here . Blu e B ottle C oﬀ ee d ecid ed to ta rg et th eir m ost ch alle n gin g a u d ie n ce :

C usto m ers w ho h ad ne ver h ea rd o f th eir c a fé s a n d w ho w ere s h op pin g fo r

b ea ns th ey h ad ne ver ta ste d . If th ey co u ld co n vin ce str a n gers th at th eir

b ea ns w ere w orth b u ying , th ey c o u ld b e su re th e n ew o n li n e sto re w ou ld

w ork w ell f o r t h eir f a ns .

W hat ab ou t F la tir o n Hea lt h ?  ey h ad p le n ty o f via b le ta rg ets .  ey

m ig h t t r y t o h elp p atie nt s b ette r u n ders ta n d h ow t h e c li n ic a l t r ia ls w ork ed ,

and th at th ey w ou ld n’t be tr e a te d as gu in ea pig s.  ey m ig h t tr y to

s tr e a m li ne th e m an y ste p s th at h ap pen ed a fte r p atie n ts a g re ed to a tr ia l.

 ey m ig h t s e nd a m essa g e t o d octo rs b efo re e very a p poin tm en t, r e m in din g

th em t o c o ns id er a t r ia l t h era p y.  e p ossib ili t ie s w en t o n a n d o n , b u t A m y,

th e D ecid er, h ad t o p ic k o ne t a rg et.

 ro u gh ou t M ond ay a fte rno on, w e h ad ta lk ed to k ey e x p erts f ro m th e

F la tir o n te a m . J a ne t D one gan, a n urs e p ra ctit io n er w it h t w en ty -ﬁ ve y e a rs o f

ex p erie nc e in onc olo g y c li ni cs, g ave a n a cco u n t o f th e w ork d on e b y c li n ic

s ta ﬀ .  e so ftw are eng ine ers —F lo yd , D J, A lli s o n , an d C harli e —d eta ile d

th e w orld o f m ed ic a l r e co rd d ata . W it h e ach in te rv ie w , t h e s to ry g o t a li t tle

c le a re r.

E very o ne h ad a c h anc e t o s h are a n o p in io n a b ou t w hat w e s h ou ld fo cu s

on. B ob by G re en, th e V P of c li n ic a l str a te g y, th ou gh t it w ou ld b e b est to

b u ild a to ol fo r docto rs .  e en gin eers w an te d to fo cu s on re se a rc h

co ord ina to rs . B oth h ad e x ce lle nt a rg u m en ts .

B y la te a fte rno on, t h e s no wfa ll h ad t h ic k en ed a n d e very o n e h ad a c u p o f

co ﬀ ee in h and . W e w ere a ll g ath ere d a ro u n d a w hit e b oard , w here t h e t e a m

h ad d ra w n and r e d ra w n (a nd r e -re d ra w n) t h e m ap .  e t o p H ow M ig h t W e note s w ere s tu ck b esid e c o rre sp on din g s te p s in th e p ro ce ss. T o a n o u ts id er,

it m ig h t h ave lo ok ed li k e a m ess o f a rro w s, te x t, a n d stic k y n ote s. T o o u r

te a m , i t w as a s c le a r a s G ene K ra n z’s d ia g ra m o f t h e A pollo 13 ﬂig h t p ath .

A t la st, it w as tim e to m ak e th e ﬁ nal d ecis io n a b ou t w here to fo cu s th e

sp rint . A m y ne ed ed t o c h oose o n e t a rg et c u sto m er a n d o n e t a rg et m om en t

on th e m ap .  ose o f u s f ro m G V w ere b ra cin g fo r a lo n g d is c u ssio n . B ut

w hen Ja k e a sk ed A m y i f s h e w as r e ad y, s h e n od ded a n d g ra b bed a m ark er.

“ R ig h t h ere .” A m y m ad e t w o c ir c le s o n t h e w hit e b oard :

Fla tir o n H ea lt h ’s m ap, w it h t a rg et c u st o m er a n d t a rg et m om en t.

“  e r e se a rc h c o ord ina to rs ,” s h e s a id , “ w hen t h ey ’r e s e a rc h in g t o s e e if a

ne w p atie nt m atc h es a t r ia l. I t’s t h e t o p o f t h e f u n nel, w here w e c a n e valu ate

th e m ost p atie nt s. A nd it ’s th e c o ord in ato rs ’ p rim ary jo b to m atc h p atie n ts

w it h t r ia ls . W e w on’t b e c o m petin g f o r a tte n tio n li k e w e w ou ld b e w it h t h e

docto rs .” Aro u nd th e ro om , th e F la tir o n te a m n od ded , as if A m y’s ch oic e w as

o b vio u s. W e lo ok ed a t B ob by G re en . E arli e r th at a fte rn oon , h e’d m ad e a

g re a t arg u m ent fo r fo cu sing on docto rs , sin ce th ey w ere clo se r to th e

tr e a tm ent d ecis io n. L ik e A m y, B ob by w as an o n co lo gis t, an d h e’d sp en t

ye a rs ru nni ng a ca nc er cli ni c. H e k n ew w hat h e w as ta lk in g ab ou t. B ut

B ob by h ad c o m e a ro u nd . “D octo rs ’ b eh av io r is to u gh to c h an ge, a n d o u r

sy ste m w on’t b e p erfe ct at ﬁ rs t.  e re se a rc h co ord in ato rs w ill b e m ore

to le ra nt w hen we m ak e m is ta k es.”

“  is is th e rig h t ta rg et,” A m y sa id . “I f w e c a n h elp c o ord in ato rs ﬁ nd

m ore m atc h es, i t ’l l b e a g ia nt ﬁ rs t s te p .”

• • •

I n all o f o u r s p rint s w it h s ta rtu p s, w e’v e n ever e n co u n te re d a n yth in g m ore

c o n vo lu te d th an cli ni ca l tr ia l en ro llm en t. Y et fo r A m y, th e ta rg et w as a s

o b vio u s a s t h e M id -O ce a n Rid ge. I t ju m ped r ig h t o u t o f t h e m ap . A nd t h e

re st o f t h e t e a m f o u nd i t e a sy t o c o m mit t o h er d ecis io n .

O f c o u rs e , w e s h ou ld n’t h ave b een s u rp ris e d . A m y w asn ’t t h e D ecid er b y

accid ent . S he h ad d eep e x p ertis e a n d a s tr o n g v is io n . A s fo r t h e r e st o f t h e

te a m ?  ro u gh ou t th e d ay, th ey h ad a ll h ea rd th e sa m e in fo rm atio n , se en

th e sa m e no te s, a nd a g re ed to th e sa m e m ap . E very o n e h ad a c h an ce to

r e g is te r h is o r h er o p ini on. B y M on day a fte rn oon , th ey h ad c la rit y a b ou t

th e ch alle ng e, th e o p portu ni ty , an d th e ris k .  e ta rg et w as o b vio u s to

th em , t o o.

O nc e y o u’v e c lu ste re d y o u r te a m ’s H ow M ig h t W e n ote s, th e d ecis io n

ab ou t w here to fo cu s y o u r sp rint w ill li k ely b e e a sy. I t’s th e p la ce o n y o u r map w here y o u h ave th e b ig gest o p portu n it y to d o so m eth in g g re a t (a n d

als o , p erh ap s, t h e g re a te st r is k o f f a ilu re ). Pic k a t a rg et

 e D ecid er ne ed s to c h oose o n e t a rg et c u sto m er a nd on e t a rg et e v en t o n

th e m ap . W hate ver sh e c h oose s w ill b eco m e th e fo cu s o f th e re st o f th e

sp rint —t he s k etc h es, p ro to ty p e, a n d t e st a ll ﬂ ow f ro m t h is d ecis io n .

As k t h e D ecid er t o m ak e t h e c all

I t’s ea sie st if th e D ecid er ju st m ak es th e d ecis io n w it h ou t a lo t o f

d is c u ssio n and pro ce ss. Afte r all, yo u’v e been dis c u ssin g an d

pro ce ssing a ll d ay. B y M ond ay a fte rn oon , m ost D ecid ers w ill b e a b le

t o m ak e th e decis io n as ea sil y as A m y did . B ut so m etim es, th e

D ecid er w ant s inpu t b efo re s h e c h oose s. I f th at’s th e c a se , c o n duct a

q uic k , s ile nt “ s tr a w p oll ” t o c o lle ct o p in io n s f ro m t h e t e a m .

Str a w pol l ( if t h e D ecid er wa nts h elp )

A sk e very o ne o n th e t e a m t o c h oose t h e c u sto m er a n d t h e e ven t e ach

o f t h em b eli e ves a re m ost im porta n t a n d t o w rit e d ow n t h ose c h oic e s

o n a p ie ce o f p ap er. O nc e e very o n e h as p riv ate ly m ad e a se le ctio n,

re g is te r th e v o te s o n th e m ap w it h a w hit e b oard m ark er. A fte r th e

vo te s h ave b een ta lli e d , d is c u ss a n y b ig d iﬀ ere n ce s o f o p in io n .  at

sh ou ld b e e no ugh inpu t fo r th e D ecid er. T urn it b ack o ver to h er fo r

th e ﬁ na l d ecis io n.

O nc e y o u’v e s e le cte d a ta rg et, ta k e a lo ok b ack a t y o u r s p rin t q uestio n s.

Y ou u su all y c a n ’t a ns wer a ll th ose q uestio n s in o n e s p rin t, b u t o n e o r m ore

s h ou ld li ne up w it h th e ta rg et. In ou r sp rin t w it h F la tir o n , th e ta rg et (c o ord ina to rs se a rc h ing fo r m atc h in g tr ia ls ) m atc h ed th e sp rin t q uestio n

“W ill cli ni cs ch ang e th eir w ork ﬂ ow ?” B y te stin g a so lu tio n w it h re a l

co ord ina to rs , w e h op ed t o l e a rn th e a n sw er.

F la tir o n H ea lt h ’s t a rg et m atch ed o n e o f t h eir s p rin t q u est io n s.

B y M on day a fte rno on, y o u’v e id en tiﬁ ed a lo n g-te rm g o al a n d t h e q uestio n s

to a ns wer a lo ng t h e w ay. Y ou’v e m ad e a m ap a n d c ir c le d t h e t a rg et f o r y o u r

sp rint . E very o ne o n th e t e a m w ill h ave t h e s a m e in fo rm atio n , a n d e very o n e

w ill u nd ers ta nd t h e w eek ’s o b je ctiv e. N ex t, o n T uesd ay, it ’l l b e t im e t o c o m e

up w it h s o lu tio ns . FA CIL IT A TO R N O TE S

1. As k f or perm is sion

Y ou m ay f e el ne rv o u s a b ou t m an ag in g t h e g ro u p.  at’s n atu ra l. E ven

th e m ost e x p erie nc ed F acili t a to rs g et n erv o u s. A nd sin ce str u ctu re d

m eeting s a re u nc om mon in most c o m pan ie s, y o u r te a m m ay n ot b e

u se d t o t h e i d ea . W hat s h ou ld y o u d o t o s ta rt t h in gs o ﬀ r ig h t?

A help fu l ta ctic (le a rne d fro m ou r frie n d C harle s W arre n , a

fo rm er G oogle r) is t o a sk t h e g ro u p f o r p erm is sio n u p f ro n t. T ell t h e

te a m y o u’r e g o in g to fa cili t a te a n d th at y o u’l l k eep tr a ck o f tim e a n d

pro ce ss s o t h ey d on’t h ave t o .  en ju st s a y, “ S ou n d o k ay ?”

D on’t e x p ect e very o ne to s h ou t “ Y es!” in u n is o n , b u t b eca u se y o u

la id it o u t t h ere , a nd b eca u se y o u g ave t h em t h e o p portu n it y t o o b je ct

(w hic h t h ey li k ely w on’t ) , e very o n e w ill f e el b ette r a b ou t t h e d yn am ic .

M ore i m porta nt ly , s o w ill y o u .

2. ABC : Al ways be cap tu rin g

W e d on’t w ant to fre a k yo u o u t, b u t if yo u’r e p la y in g th e ro le o f

F acili t a to r, M ond ay is yo u r b u sie st d ay. In ad dit io n to le ad in g th e

gro u p th ro u gh a ll o f th e a ctiv it ie s, y o u’r e re sp on sib le fo r so m eth in g

sim ple b u t im porta nt : re co rd ing k ey id ea s o n th e w hit e b oard . O r a s

ent re p re ne ur J o sh P orte r l i k es t o s a y : “ A lw ay s b e c a p tu rin g.”

A ll da y M ond ay, th e F acili t a to r s h ou ld h ave a w hit e b oard m ark er

in her hand .  ro u gh ou t th e day, yo u’l l sy n th esiz e th e te a m ’s dis c u ssio n int o no te s o n th e w hit e b oard . M ost o f th e tim e, y o u’l l b e

ab le to fo llo w th e e x erc is e s in th is b ook . B ut n ot e very th ing w ill ﬁ t

int o o u r te m pla te s. F eel f re e to im pro vis e a s y o u g o, m ak in g li s ts o f

int ere sting i nf orm atio n, d ra w ing a d dit io n al d ia g ra m s, a n d s o o n .

A s y o u g o, a sk t h e t e a m , “ D oes t h is lo ok r ig h t? ” o r “ H ow s h ou ld I

c a p tu re t h at? ” A nd w hen th e c o n vers a tio n s ta rts t o s ta ll o u t, y o u c a n

nu dge it t o c o nc lu sio n by s a y ing , “ I s t h ere a g o od w ay w e c a n c a p tu re

th is t h ink ing a nd m ove o n? ”

Rem em ber, t h e w hit e b oard i s t h e s h are d b ra in o f t h e t e a m . K eep i t

o rg ani zed a nd y o u’l l h elp e very o n e b e s m arte r, re m em ber m ore , a n d

m ak e b ette r d ecis io ns , f a ste r.

3. As k ob viou s q uestion s

e F acili t a to r ne ed s t o s a y “ W hy?” a lo t a n d a sk q uestio n s t o w hic h

e very b od y a lr e ad y k no ws th e a n sw er. C overin g th e o b vio u s e n su re s

th ere ’s n o m is int erp re ta tio n, a nd it o fte n d ra w s o u t im porta n t d eta ils

t h at no t e very o ne k no ws a b ou t.

I n ou r sp rint s w it h sta rtu p s, w e h ave a n u n fa ir a d van ta g e: W e’r e

o u ts id ers w ho don’t kno w an yth in g, so ou r dum b questio n s are

g enu ine . I n yo u r s p rint , y o u’l l h ave t o a ct l i k e a n o u ts id er.

4. T ak e c are of th e h um an s

A s F acili t a to r, y o u’r e no t o nl y r u n nin g t h e s p rin t—y ou’v e g o t t o k ee p

yo u r s p rint t e a m f o cu se d a nd e n erg iz ed . H ere a re s o m e o f o u r t r ic k s:

T ak e f re q u en t br ea k s Bre a k s a re im porta nt . W e li k e to ta k e a te n -m in ute b re a k e very

six ty to ni ne ty m inu te s, sinc e th at’s a b ou t a s lo n g a s a n yo n e c a n

sta y fo cu se d o n one ta sk o r e x erc is e . B re a k s a ls o g iv e e very o n e a n

o p portu ni ty t o h ave a s na ck a nd g et c o ﬀ ee. W hen t h e t e a m is n ot

h ung ry and /or su ﬀ ering fro m ca ﬀ ein e w it h dra w al, yo u r jo b as

F acili t a to r i s m uch e a sie r.

L un ch late

E at lu nc h a t 1 p.m ., a nd y o u’l l m is s t h e r u sh a t m ost c a fe te ria s o r

re sta u ra nt s. It als o sp li t s th e d ay n ea tly in h alf . Y ou’l l w ork fo r

th re e h ou rs , fro m 10 a.m . to 1 p.m ., th en a n oth er th re e, fro m 2

p .m . t o 5 p.m .

Eat l ig h t a nd of te n

P ro vid e g o od , nu tr it io u s sna ck s in th e m orn in g an d th ro u gh ou t

th e da y. A nd b e c a re fu l o f e a ting a h ea v y lu n ch . N o b u rr it o s, p iz z a,

fo ot- lo ng su bs, o r all- y o u -c a n- ea t b u ﬀ ets . W e le a rn ed th e h ard

w ay ( I nd ia n fo od b u rr it o s, w it h t o rtilla s m ad e o f n aan ) h ow th ese

lu nc h f o od s c a n kill a g ro u p’s m om en tu m i n t h e a fte rn oon .

5. D ecid e a nd m ove on

 ro u gh ou t t h e s p rint w eek , t h ere a re m an y l a rg e a n d s m all d ecis io n s.

F or th e b ig gest d ecis io ns , w e’v e g iv en yo u a sc rip t (li k e M on day ’s

t a rg et, o r th e na rro w ing o f sk etc h es y o u’l l ﬁ nd o n W ed n esd ay ). B ut

yo u’l l h ave t o h and le s o m e s m alle r d ecis io n s o n y o u r o w n. Slo w d ecis io ns s a p e ne rg y a nd t h re a te n t h e t im eli n e o f t h e s p rin t.

D on’t le t th e gro u p d is so lv e in to u n pro d uctiv e d eb ate s th at are n ’t

m oving yo u to w ard a decis io n . W hen a decis io n is slo w or not

ob vio u s, it ’s y o u r jo b a s F acili t a to r t o c a ll o n t h e D ecid er. S he s h ou ld

m ak e t h e d ecis io n so t h e t e a m c a n k eep m ovin g. Tu esd ay On M on day, y o u a n d y o u r t e a m d eﬁ ned t h e c h alle n ge a n d c h ose a

t a rg et. O n T uesd ay, y o u’l l c o m e u p w it h s o lu tio n s.  e d ay s ta rts

w it h i n sp ir a tio n : a r e vie w o f e x is tin g i d ea s t o re m ix a nd im pro ve .

 en , i n t h e a fte rn oon , e ach p ers o n w ill s k etc h , f o llo w in g a f o u r-

s te p p ro ce ss t h at e m ph asiz es c rit ic a l t h in kin g o ver a rtis tr y. L ate r i n

t h e w eek , t h e b est o f t h ese s k etc h es w ill f o rm t h e p la n f o r y o u r

p ro to ty p e a n d t e st. W e h op e y o u h ad a g o od n ig h t’s s le ep a n d a

b ala n ce d b re a k fa st, b eca u se T uesd ay i s a n i m porta n t d ay. 8

Rem ix a n d Im pro ve

Im ag ine it ’s th e ea rly 1900s . Y ou’r e d rin kin g a n ic e h ot cu p of co ﬀ ee.

O nly . . . it ’s no t s o ni ce . C oﬀ ee g ro u n ds s tic k in y o u r t e eth , a n d t h e li q uid

is s o b it te r y o u r m ou th p uck ers . I f it w ere n ’t fo r th e c a ﬀ ein e, y o u p ro b ab ly

w ou ld n’t b oth er. B ack in th ose d ay s, c o ﬀ ee w as b re w ed li k e t e a , b y d un kin g

a p ou ch o f g ro u nd b ea ns int o b oili n g w ate r.  ere w as a lo t o f ro om fo r

erro r: o ver- b re w ing , u nd er- b re w in g, a n d p le n ty o f g rit a t t h e b otto m o f t h e

cu p. S ome p eo p le s tr a ine d t h eir c o ﬀ ee t h ro u gh ﬁ lt e rs m ad e o f c lo th , b u t t h e

m ate ria l w as o verly p oro u s a nd a m ess t o c le a n u p.

In 1908, a G erm an wom an na med M eli t ta B en tz g o t f e d u p w it h g rit t y ,

b it te r c o ﬀ ee. C on vinc ed th ere h ad to b e a b ette r w ay, B en tz w en t lo ok in g

fo r id ea s. S he c a m e a cro ss th e b lo tt in g p ap er in h er s o n’s s c h ool n ote b ook .

 e m ate ria l w as d esig ne d fo r m op pin g u p ex ce ss in k. It w as th ic k an d

ab so rb ent —a nd d is p osa b le .

Ins pir e d , B ent z to re o u t a sh eet o f th e b lo ttin g p ap er. S he p un ctu re d

h ole s i n a b ra ss p ot w it h a na il, p la ce d t h e p ot o n t o p o f a c u p, p ut t h e p ap er

ins id e, ﬁ lle d i t w it h g ro u nd c o ﬀ ee, a n d a d ded h ot w ate r.  e r e su lt in g d rin k

w as s m ooth , g rit - fre e, a nd a s na p t o c le a n u p a fte r. B en tz h ad in ven te d t h e pap er c o ﬀ ee ﬁ lt e r. M ore th an a h un dre d y e a rs la te r, it re m ain s o n e o f th e

m ost p op ula r ( a nd b est) t o ols f o r b re w in g c o ﬀ ee.

• • •

W e all w ant a ﬂ ash of d iv ine in sp ir a tio n th at ch an ges th e w orld —a nd

im pre sse s o u r te a m mate s. W e w an t to cre a te so m eth in g co m ple te ly n ew .

B ut a m az ing id ea s d on’t h ap pen li k e th at.  e le sso n o f M eli t ta B en tz is

t h at gre a t inno vatio n is b u ilt o n ex is tin g id ea s, re p urp ose d w it h vis io n .

C oﬀ ee ﬁ lt e rs h ad b een tr ie d b efo re , b u t th ey w ere m ad e o f c lo th . A nd th e

blo tting p ap er? I t w as ju st s it ting t h ere .

 is co m bina tio n of ex is ting id ea s doesn ’t ta k e an yth in g aw ay fro m

B ent z’s a ch ie vem ent , b u t it is p ro m is in g n ew s fo r th e re st o f u s w ou ld -b e

in vent ors . In yo u r sp rint , y o u’l l fo llo w h er e x am ple : re m ix a n d im pro ve—

b u t ne ver b li nd ly c o p y.

Y ou’l l b eg in Tuesd ay m orni ng b y s e a rc h in g f o r e x is tin g id ea s y o u c a n u se

in th e a fte rno on to inf orm y o u r s o lu tio n . I t’s li k e p la y in g w it h L eg o b ric k s:

ﬁ rs t g ath er u se fu l c o m pone nts, th en c o n vert th em in to s o m eth in g o rig in al

a nd ne w.

O ur m eth od fo r co lle cting and sy n th esiz in g th ese ex is tin g id ea s is an

ex erc is e w e c a ll L ig h tn in g D em os . Y ou r te a m w ill ta k e tu rns g iv ing th re e-

m in ute t o u rs o f t h eir f a vo rit e s o lu tio ns : f ro m o th er p ro d ucts , f ro m d iﬀ ere n t

dom ains , a nd f ro m w it h in yo u r o w n c o m pan y.  is e x erc is e is a b ou t ﬁ ndin g

ra w m ate ria ls , no t ab ou t co p yin g yo u r co m petit o rs . W e’v e fo u n d li m it e d

b ene ﬁt i n lo ok ing a t p ro d ucts f ro m t h e s a m e i n dustr y. T im e a n d t im e a g ain , th e id ea s th at sp ark th e best so lu tio n s co m e fro m sim ila r pro b le m s in

d iﬀ ere nt e n vir o nm ent s.

B lu e B ottle w ant ed t o h elp c u sto m ers ﬁ nd c o ﬀ ee t h ey ’d lo ve. B ut c o ﬀ ee

b ea ns a ll lo ok a li k e, s o p h oto s w ou ld n’t b e h elp fu l. T o ﬁ nd u se fu l s o lu tio n s,

th e t e a m d id L ig h tni ng D em os o f w eb sit e s s e lli n g e very th in g fro m c lo th es

to w ine , lo ok ing fo r w ay s to d esc rib e s e n so ry d eta ils s u ch a s ﬂ avo r, a ro m a,

a nd t e x tu re .

In th e e n d, it w as a c h oco la te -b ar w ra p per t h at p ro vid ed t h e m ost u se fu l

id ea . T ch o is a c h oco la te m anu fa ctu re r in B erk ele y, C ali f o rn ia . P rin te d o n

th e w ra p per o f e very T ch o b ar is a s im ple ﬂ avo r w heel w it h ju st s ix w ord s:

B rig h t, F ru it y , F lo ra l, E arth y, N utt y , a n d C hoco la te y. W hen B lu e B ottle

lo ok ed a t th at w heel, th ey g o t in sp ir e d , a n d w hen w e sk etc h ed , so m eo n e

re p urp ose d th e id ea as a sim ple ﬂavo r vo ca b u la ry fo r desc rib in g B lu e

B ottle ’s c o ﬀ ee b ea ns :

In Frid ay ’s te st, a nd la te r, a t th e n ew o n li n e sto re , c u sto m ers lo ved th e

sim ple d esc rip tio ns . I t’s a p rim e e x am ple o f ﬁ ndin g in sp ir a tio n o u ts id e y o u r dom ain (a nd y e t a no th er r e a so n to b e g ra te fu l f o r c h oco la te ).

S om etim es, th e b est w ay to b ro ad en y o u r se a rc h is to lo ok in sid e y o u r

ow n org ani zatio n. G re a t s o lu tio n s o fte n c o m e a lo n g a t t h e w ro n g t im e, a n d

th e sp rin t c a n be a p erfe ct o p p ortu n it y to re ju ven ate th em . A ls o lo ok fo r

id ea s t h at a re i n pro gre ss b u t u n ﬁ nis h ed —a nd e ven o ld i d ea s t h at h ave b een

a b and one d. In Sav io k e’s sp rint , a n u n ﬁ nis h ed d esig n fo r th e ro b ot’s e ye s

b eca m e t h e h ea rt o f t h e R ela y ’s p ers o n ali t y .

S av io k e w ant ed to avo id th e ex p ecta tio n s o f ﬁ ctio n al ro b ots w ho ca n

ca rr y o n c o n vers a tio ns a nd t h ink in dep en den tly . B oth S te ve, t h e C EO , a n d

A dria n, th e h ead d esig ne r, w ere co n vin ce d th ey co u ld co n ve y th e rig h t

fe eli ng w it h ju st a p air o f e ye s. S o o n T uesd ay m orn in g o f o u r s p rin t w it h

S av io k e, w e s p ent a n hou r lo ok in g a t e ye s. W e r e vie w ed th e e ye s o f r o b ots

in movie s. W e re vie w ed th e e ye s o f a n im ate d c h ara cte rs . O ne s to od o u t: a

no ntalk ing c a rto on cre a tu re f ro m th e Ja p an ese m ovie M y N eigh bor T oto ro ,

w ho c o n ve ye d a p eace fu l e x p re ss io n w it h a p la cid , s lo w -m ovin g g az e.

B ut th e eye s th at w on ou r h ea rts h ad been th ere all alo n g. A dria n

sh ow ed u s a v arie ty o f sty le s h e h ad c re a te d lo n g b efo re th e sp rin t. O ne

desig n had th e p eace fu l m anne r o f th e T oto ro cre a tu re , co m bine d w it h a

sim ple v is u al sty le th at p erfe ctly ﬁ t th e ro b ot’s a e sth etic . In F rid ay ’s te st,

th ose sim ple bli nk ing eye s co n ve ye d a frie n d ly pers o n ali t y , wit h ou t

p ro m is ing c o n vers a tio n.

L ik e S av io k e, yo u and yo u r te a m sh ou ld lo ok fa r aﬁ eld an d clo se to

h om e in yo u r s e a rc h f o r e x is ting s o lu tio n s. I f y o u d o, y o u’r e s u re t o u n co ver

su rp ris ing a nd u se fu l i d ea s. Lig htn in g D em os

Lig h tni ng D em os a re p re tt y i nf orm al. H ere ’s h ow t h ey w ork :

M ak e a lis t

A sk e very o ne o n yo u r t e a m t o c o m e u p w it h a li s t o f p ro d ucts o r s e rv ic e s t o

r e vie w fo r ins pir ing so lu tio ns . (C om in g u p w it h th ese li s ts o n th e sp ot is

e a sie r th an it so u nd s—b ut if y o u li k e, y o u c a n a ssig n it a s h om ew ork o n

M ond ay ni gh t.) R em ind p eo p le to th in k o u ts id e o f y o u r in dustr y o r ﬁ eld ,

and to c o ns id er ins pir a tio n fro m w it h in th e c o m pan y. I n F la tir o n’s sp rin t,

th e te a m lo ok ed at p ro d ucts in th e m ed ic a l ﬁ eld , su ch as w eb sit e s fo r

cli ni ca l tr ia ls and so ftw are th at an aly z ed D NA. B ut th ey als o lo ok ed at

sim ila r p ro b le m s in diﬀ ere nt ﬁ eld s.  ey lo ok ed a t t o ols f o r ﬁ lt e rin g e m ail,

t a sk a p p s t h at s o rte d t o -d os, m an ag em en t s o ftw are t h at s o rte d p ro je cts a n d

dead li ne s, and even th e way air li n es le t passe n gers co n ﬁ gu re ﬂig h t

no tiﬁ ca tio ns . F ina ll y , th ey lo ok ed a t e x p erim en ta l p ro je cts th at th eir o w n

eng ine ers h ad b u ilt , b u t no t q uit e ﬁ nis h ed .

E very th ing yo u re vie w sh ou ld co n ta in so m eth in g g o od yo u ca n le a rn

f ro m . I t’s no t h elp fu l to re vie w c ru m my p ro d ucts . A fte r a fe w m in ute s o f

th ink ing , every o ne sh ou ld na rro w dow n to h is or h er to p on e or tw o

pro d ucts . W rit e th e c o lle cte d li s t o n th e w hit e b oard . I t’s tim e to b eg in th e

dem os.

G iv e t h re e-m in ute d em os

One at a tim e, th e p ers o n who su ggeste d each p ro d uct giv es a to u r—

s h ow ing th e w hole te a m w hat’s s o c o ol a b ou t it . I t’s a g o od id ea to k eep a tim er g o ing : E ach t o u r s h ou ld b e a ro u n d t h re e m in ute s lo n g. ( I n c a se y o u’r e

w ond ering , y e s, y o u c a n use la p to p s, p h on es, a n d o th er d evic e s fo r th ese

to u rs . W e l i k e t o c o nne ct t h em t o a b ig s c re en s o e very o n e c a n e a sil y s e e.)

C ap tu re bi g id ea s a s y ou go

You r t h re e-m inu te L ig h tni ng D em os w ill g o b y q uic k ly , a n d y o u d on’t w an t

to re ly on sh ort- te rm m em ory to keep tr a ck of all th e go od id ea s.

R em em ber th e “A lw ay s be ca p tu rin g” m an tr a an d ta k e note s on th e

w hit e b oard as yo u g o. S ta rt b y ask in g th e p ers o n w ho’s g iv in g th e to u r,

“ W hat’s th e big id ea h ere th at m ig h t be use fu l? ”  en m ak e a quic k

d ra w ing o f t h at ins pir ing c o m pon en t, w rit e a s im ple h ead li n e a b ove it , a n d

no te t h e s o u rc e u nd erne ath .

F or ex am ple , so m eo ne fro m th e F la tir o n te a m th ou gh t it w ou ld be

int ere sting t o s e e h ow c o m ment s w ork ed i n G oogle s p re ad sh eets , i n c a se w e

w ant ed to a d d c o m ment ing to o u r c li n ic a l tr ia l m atc h in g to ol. W e q uic k ly

d em ons tr a te d t h e s o ftw are , w ro te t h e b ig id ea ( “ I n li n e C om men tin g”), a n d

jo tte d a q uic k d ra w ing : ese no te s a re ju st to jo g y o u r m em ory la te r in th e d ay, so th ey d on’t

h ave to b e fa nc y o r d eta ile d . W e u su all y e n d u p w it h a w hit e b oard fu ll o f

id ea s, s u ch a s t h is o ne f ro m F la tir o n’s s p rin t:

F la tir o n fo u nd ple nt y of int ere stin g ele m en ts , bu t in th e en d th ey

d is c a rd ed m ost o f th em . If y o u re co rd o n th e w hit e b oard a s y o u g o, y o u don’t h ave to d ecid e w hic h id ea s s h ou ld b e d is c a rd ed a n d w hic h a re w orth

r e m ix ing a nd im pro ving . Y ou c a n ﬁ gu re t h at o u t la te r, w hen y o u s k etc h —a

m uch m ore e ﬃc ie nt u se o f y o u r e n erg y. F or n ow , d on’t m ak e d ecis io n s a n d

don’t d eb ate . J u st c a p tu re a n yth in g t h at m igh t b e u se fu l.

B y t h e e nd o f y o u r L ig h tni ng D em os, y o u s h ou ld h ave a w hit e b oard f u ll

o f te n to tw ent y id ea s.  at’s e n ou gh to m ak e su re y o u’v e c a p tu re d e ach

p ers o n’s b est ins pir a tio n—b ut it ’s a sm all en ou gh se t th at yo u w on’t b e

overw helm ed w hen yo u sta rt to sk etc h . L ik e th e id ea s o n F la tir o n’s li s t,

m ost w on’t t u rn int o a n yth ing , b u t o n e o r t w o m ay in sp ir e a g re a t s o lu tio n .

If y o u l o ok h ard e no ugh , y o u c a n usu all y ﬁ nd y o u r b lo tt in g p ap er.

• • •

W hen yo u c o m bine th e id ea s y o u ju st c a p tu re d w it h M on day ’s m ap , y o u r

sp rint q uestio ns , a nd y o u r H ow M ig h t W e n ote s, y o u’v e g o t a w ea lt h o f r a w

m ate ria l. I n th e a fte rno on, y o u’l l t u rn t h at r a w m ate ria l in to s o lu tio n s. B ut

befo re y o u d o, y o u ne ed t o f o rm a q uic k s tr a te g y. S hou ld y o u r t e a m s p li t u p

to t a ck le d iﬀ ere n t p arts o f t h e p ro b le m , o r s h ou ld y o u a ll f o cu s o n t h e s a m e

sp ot?

B lu e B ottle C oﬀ ee had one sp eciﬁ c ta rg et fo r th eir sp rin t: help in g

cu sto m ers c h oose b ea ns . B ut t h ere w ere s e vera l s m alle r p ie ce s o f t h e w eb sit e

th at w ere i n vo lv ed : t h e h om e p ag e, t h e l i s t o f c o ﬀ ees, a n d t h e s h op pin g c a rt.

W it h ou t a p la n, e very p ers o n in t h e s p rin t m ig h t s k etc h t h e s a m e p art—s ay,

th e h om e p ag e—l ea v ing B lu e B ott le w it h ou t en ou gh id ea s fo r a w hole

p ro to ty p e. S o th ey d iv id ed u p. E ach p ers o n p ic k ed a sp ot, th en th e te a m

ch eck ed t h e d is tr ib u tio n on th e m ap ( p ag e 102 ) . As y o u c a n se e, t h e d is tr ib u tio n wasn ’t e ven , b u t t h e t e a m w as s p re ad o u t

eno ugh to ens ure th ere w ou ld b e at le a st a co u p le o f so lu tio n s fo r each

im porta nt p art. Div id e o r s w arm

S hou ld y o u d iv id e th e p ro b le m ? T ak e a g o od lo ok a t y o u r m ap a n d h ave a

q uic k te a m d is c u ssio n. I f y o u’v e p ic k ed a s u p er- fo cu se d ta rg et, it m ig h t b e

ﬁ ne to s k ip a ssig nm ent s a nd h ave th e w hole te a m s w arm th e s a m e p art o f

yo u r p ro b le m . I f t h ere a re s e vera l k ey p ie ce s t o c o ver, y o u s h ou ld d iv id e u p.

If y o u d o d ecid e t o d iv id e u p, t h e e a sie st a p pro ach is t o a sk e ach p ers o n

to w rit e d ow n th e p art h e o r s h e is m ost in te re ste d in .  en g o a ro u n d t h e

ro om a n d m ark e ach p ers o n’s na me n ex t t o t h e p ie ce o f t h e m ap t h at p ers o n

w ant s t o t a ck le in th e s k etc h es. I f y o u e n d u p w it h t o o m an y p eo p le o n o n e

sp ot a nd no t e no ugh o n ano th er, a sk f o r v o lu n te ers t o s w it c h .

O nc e e ach p ers o n kno ws h is o r h er a ssig n m en t, it ’s tim e to g et y o u rs e lf

s o m e lu n ch . Y ou’l l ne ed e ne rg y fo r th e a fte rn oon , b eca u se a fte r a ll o f y o u r

p re p ara tio n, y o u’r e ﬁ na ll y g o ing t o g et a c h an ce t o s k etc h s o m e s o lu tio n s.

W ait a m inu te . D id s o m eb od y s a y “ s k etc h ”? 9

Ske tc h

Sera h G ia ru sso , B lu e B ottle C oﬀ ee ’s c u sto m er s u p port le ad , lo ok ed u n ea sy.

A nd s h e w asn ’t t h e o nl y o ne . J a m es F re em an , t h e C EO , f u rro w ed h is b ro w .

It w as Tuesd ay afte rno on of Blu e Bott le ’s sp rin t. Sun li g h t m ad e

re cta ng le s o n th e c a rp et. S om ew here o n t h e s tr e et b elo w , a c a r h on ked . A nd

th ere , in th e m id d le o f t h e s p rin t r o om , o n a c o ﬀ ee t a b le , w as t h e s o u rc e o f

th e te a m ’s c o ns te rna tio n: a s ta ck o f p ap er, a d ozen c li p board s, a n d a p ap er

cu p ﬁ lle d w it h b la ck p ens .

Som eb od y cle a re d his th ro at. It w as B yard D un ca n , B lu e B ottle ’s

c o m muni ca tio ns m ana ger. A s e very o n e t u rn ed , h e c ra ck ed a s h eep is h s m ile .

“S o . . . , ” h e s a id . “ W hat i f I c a n ’t d ra w ?”

O n Tuesd ay a fte rno on, it ’s tim e to c o m e u p w it h s o lu tio n s. B ut th ere w ill

b e no b ra ins to rm ing ; no s h ou tin g o ver o n e a n oth er; n o d efe rr in g ju d gm en t

so w ack y id ea s ca n ﬂou ris h . In ste ad , yo u’l l w ork in div id uall y , ta k e yo u r

tim e, a nd s k etc h . Even th ou gh w e’r e t o ta l t e ch ne rd s, w e’r e b eli e vers in t h e im porta n ce o f

sta rting o n pap er. It’s a g re a t eq uali z er. E very o n e ca n w rit e w ord s, d ra w

b oxes, a nd e x p re ss h is o r h er id ea s w it h th e s a m e c la rit y . I f y o u c a n ’t d ra w

(o r ra th er, if y o u th in k y o u c a n ’t d ra w ), d on’t fre a k o u t. P le n ty o f p eo p le

w orr y a b ou t p utting p en to p ap er, b u t a n yb od y—a bso lu te ly a n yb od y—c an

sk etc h a g re a t s o lu tio n.

T o sh ow y o u w hat w e’r e ta lk in g a b ou t, le t’s ta k e a lo ok a t o n e o f th e

sk etc h es th at ca m e o u t o f B lu e B ott le C oﬀ ee ’s sp rin t—a so lu tio n ca lle d

“ e M ind R ead er.” E ach s tic k y n ote r e p re se n ts o n e p ag e o n B lu e B ottle ’s

w eb sit e .

 e b ig id ea b eh ind “  e M ind R ead er” w as t o o rg an iz e t h e o n li n e s to re

th e sa m e w ay a b aris ta m ig h t ta lk w it h a c u sto m er. A s y o u c a n se e in th e

th re e fra m es, th is so lu tio n le ad s w it h a w elc o m e, th en ask s how th e

cu sto m er p re p are s c o ﬀ ee a t h om e, b efo re o ﬀ erin g re co m men datio n s a n d a

b re w ing g u id e.  ere ’s a lo t o f c o m ple x it y t o t h e id ea , b u t t h e d ra w in g it s e lf

w as str a ig h tfo rw ard : m ostly b oxes a n d te x t, th e k in d o f th in g a n yo n e c a n

d ra w .

L ate r in th e w eek , th e te a m m ad e a re a li s tic p ro to ty p e b ase d o n “  e

Mind R ead er,” w it h d eta ils ﬁ lle d in f ro m s o m e o f th e o th er s k etc h es.  e

pro to ty p e i s o n p ag e 106 .

O n Frid ay, w hen sh ow n to re a l cu sto m ers , “ e M in d R ead er” w as

re m ark ab ly e ﬀ ectiv e. C usto m ers g re w c o n ﬁ den t in th e q uali t y o f th e c o ﬀ ee

a s t h ey c li c k ed t h ro u gh t h e w eb sit e .  ey f o u n d b ea n s t h ey w an te d t o o rd er.

 ey d esc rib ed th e p ro to ty p e a s “ w ay b ette r” th an c o m petin g re ta ile rs a n d ment io ne d t h at “ c le a rly , t h ese p eo p le k n ow c o ﬀ ee.” I t w as t h e b ig w in ner o f

F rid ay ’s t e st, a nd i t b eca m e t h e f o u n datio n f o r B lu e B ott le ’s n ew w eb sit e . A s o lu tio n f r o m B lu e B ottle C oﬀ ee’s s p rin t. E ach s t ic k y n ote r ep rese n ts o n e s c r een . So, w ho s k etc h ed th at s o lu tio n? I t w asn ’t a d esig n er, a n a rc h it e ct, o r a n

illu str a to r. I t w as B yard D unc an , t h e M an W ho C ou ld n’t D ra w .

See, T uesd ay afte rno on is ab ou t sk etc h in g, b u t m ore im porta n tly , it ’s

a b ou t s o lu tio ns . W hen yo u r t e a m e valu ate s t h ese s k etc h es o n W ed n esd ay t o

d ecid e w hic h a re b est, a nd w hen yo u t e st y o u r p ro to ty p e o n F rid ay, i t w ill b e

th e q uali t y o f th e so lu tio ns th at m atte rs , n ot th e a rtis tr y o f th e d ra w in gs

fro m w hic h t h ey c a m e. The p ow er o f s k e tc h in g

Im ag ine y o u’v e g o t a g re a t id ea . Y ou’v e b een th in kin g a b ou t it fo r w ee k s.

Y ou g o t o w ork , d esc rib e t h e id ea t o y o u r t e a m mate s, a n d . . . t h ey ju st s ta re

a t y o u . M ay b e y o u a re n ’t e x p la in in g it w ell. M ay b e th e tim in g is n ’t rig h t.

F or w hate ver r e a so n, t h ey ju st c a n ’t p ic tu re it . T ota ll y f ru str a tin g, r ig h t? I t’s

a b ou t t o g et w ors e .

N ow im ag ine y o u r b oss s u ggests a n a lt e rn ativ e id ea . I t ju st p op p ed in to

h is h ead , a nd y o u c a n te ll rig h t a w ay th at th e id ea is n ’t th ou gh t o u t a n d

w on’t w ork . B ut a ll y o u r t e a m mate s n od t h eir h ead s! M ay b e it ’s b eca u se t h e

boss’s id ea is v ag u e a nd e ach p ers o n is in te rp re tin g it in h is o r h er o w n w ay.

M ay b e e very o ne is ju st su p portin g h im b eca u se h e’s th e b oss. E it h er w ay,

it ’s g am e o ver.

O kay, c o m e b ack to re a li t y .  at w as a n im ag in ary s c e n ario , b u t it ’s th e

so rt o f t h ing t h at h ap pens w hen p eo p le m ak e d ecis io n s a b ou t a b str a ct id ea s.

B eca u se ab str a ct id ea s la ck co n cre te deta il, it ’s ea sy fo r th em to be

u nd erv alu ed ( li k e y o u r i d ea ) o r o verv alu ed ( li k e t h e b oss’s i d ea ).

O n Tuesd ay, w e’r e no t a sk ing y o u to sk etc h b eca u se w e th in k it ’s fu n .

W e’r e ask ing yo u to sk etc h b eca u se w e’r e co n vin ce d it ’s th e fa ste st an d

ea sie st w ay to tr a ns fo rm a b str a ct id ea s in to c o n cre te so lu tio n s. O nce y o u r

id ea s b eco m e c o nc re te , t h ey c a n b e c rit ic a ll y a n d f a ir ly e valu ate d b y t h e r e st

o f th e te a m —w it h ou t a n y s a le s p it c h . A nd, p erh ap s m ost im porta n t o f a ll,

s k etc h ing a llo w s e very p ers o n to d evelo p t h ose c o n cre te i d ea s w hile w ork in g

alo ne . Work a lo ne t o g eth er

W e k no w th at ind iv id uals w ork in g alo n e gen era te b ette r so lu tio n s th an

g ro u p s b ra ins to rm ing o u t lo u d . I W ork ing a lo ne o ﬀ ers tim e to d o re se a rc h ,

ﬁ nd inspi ra tio n, and th ink ab ou t th e pro b le m . A nd th e pre ssu re of

re sp ons ib ili t y th at co m es w it h w ork in g alo n e o fte n sp urs u s to o u r b est

w ork .

B ut w ork ing a lo ne is n ’t e a sy.  e in div id ual h as to n ot o n ly so lv e th e

pro b le m , b u t a ls o in ven t a s t r a te g y f o r s o lv ing t h e p ro b le m . I f y o u’v e e ver s a t

d ow n to w ork o n a b ig p ro je ct a n d w ou n d u p r e ad in g t h e n ew s in ste ad , y o u

kno w h ow h ard t h is w ork c a n be.

In ou r sp rint s, w e w ork alo ne , bu t w e fo llo w sp eciﬁ c ste p s to h elp

e very o ne f o cu s a nd m ak e p ro gre ss. W hen e ach p ers o n s k etc h es a lo n e, h e o r

sh e w ill h ave tim e fo r d eep th ou gh t. W hen th e w hole te a m w ork s in

p ara lle l, th ey ’l l gene ra te co m petin g id ea s, w it h ou t th e gro u p th in k of a

gro u p b ra ins to rm . Y ou m ig h t c a ll t h is m eth od “ w ork a lo n e t o geth er.”

 e s k etc h es y o u c re a te o n Tuesd ay w ill b eco m e th e fu el fo r th e re st o f

th e s p rin t. O n W ed ne sd ay, y o u’l l c rit iq ue e very o n e’s s k etc h es a n d p ic k th e

best o ne s. O n  urs d ay, y o u’l l tu rn th em in to a p ro to ty p e. A nd o n F rid ay

y o u’l l te st th e id ea s w it h cu sto m ers .  at’s a lo t o f m ile a g e o u t o f a fe w

d ra w ing s, a nd it m ig h t m ak e y o u th in k w e’r e e x p ectin g a w ork o f g en iu s

str a ig h t o u t o f L eo na rd o d a V inc i’s n ote b ook . N ot s o . T o p ut t h e p ow er o f

th e s k etc h i n pers p ectiv e, le t’s c h eck o u t a f e w m ore s o lu tio n s f ro m t h e B lu e

B ottle s p rint : ree s o lu tio n s k etch es f r o m B lu e B ottle C oﬀ ee’s s p rin t.

A s y o u c a n se e, t h ese s k etc h es a re d eta ile d , b u t t h ey ’r e n ot w ork s o f a rt.

E ach s k etc h c o n sis ts o f w ord s, b oxes, a n d t h e o cc a sio n al s tic k ﬁ gu re , d ra w n

on no rm al p rint er p ap er a nd no rm al s tic k y n ote s w it h a n orm al p en .

S im ple , r ig h t? S o . . . O kay, y o u’r e a ll s e t. G o a h ead a n d s k etc h a g re a t

so lu tio n!

W e’r e ju st k id ding .  at b la nk s h eet o f p ap er a lw ay s in tim id ate s u s. S o,

ins pir e d b y p ro d uctiv it y e x p ert D av id A lle n , w e b re a k t h e p ro ce ss i n to s te p s.

I n his book G ettin g in gs D on e , A lle n pro vid es a sm art str a te g y fo r

d au nt ing jo b s.  e s e cre t, A lle n writ e s, is n ot t o t h in k a b ou t t h e t a sk a s o n e

m ono li t h ic e ﬀ ort ( li k e “ P ay t a x es” ), b u t in ste ad t o ﬁ nd th e ﬁ rs t s m all a ctio n

ne ed ed t o m ak e p ro gre ss ( li k e “ C olle ct t a x p ap erw ork ”) a n d g o f ro m t h ere . The f o ur-s te p s k e tc h

W hen Ja k e ﬁ rs t s ta rte d r u nni ng s p rin ts , h e t r ie d t o r e -c re a te h is o w n m ost

su cce ssfu l w ork s e ssio ns . H e w as m ost e ﬀ ectiv e w hen h e t o ok t im e t o “ b oot

u p” by re vie w ing key inf orm atio n , sta rte d his desig n w ork on pap er,

c o ns id ere d m ult ip le varia tio ns , an d th en to ok tim e to cre a te a d eta ile d

so lu tio n. A nd , sinc e Ja k e is a w orld -c la ss p ro cra stin ato r, h e w as a ls o m ost

e ﬀ ectiv e w hen und er a t ig h t d ead li n e.

 e fo u r- ste p sk etc h c o nt ains e ach o f th ese im porta n t e le m en ts . Y ou’l l

s ta rt w it h tw ent y m inu te s to “b oot up” by ta k in g note s on th e go als ,

o p portu ni tie s, a n d ins pir a tio n yo u’v e c o lle cte d a ro u n d t h e r o om .  en y o u’l l

h ave a no th er tw ent y m inu te s to w rit e d ow n r o u gh id ea s. N ex t, it ’s tim e to

li m ber u p a nd e x p lo re a lt e rna tiv e i d ea s w it h a r a p id s k etc h in g e x erc is e c a lle d

C ra z y 8s . A nd ﬁ na ll y , yo u’l l ta k e th ir ty m in ute s o r m ore to d ra w yo u r so lu tio n sk etc h —a sing le w ell- fo rm ed c o n ce p t w it h a ll th e d eta ils w ork ed

o u t. 1. N ote s

 is ﬁ rs t s te p is s u p er- e a sy. Y ou a n d y o u r t e a m w ill w alk a ro u n d t h e r o om ,

lo ok a t th e w hit e b oard s, a nd ta k e n ote s.  ese n ote s a re a “g re a te st h it s ”

f ro m t h e p ast t w ent y-fo u r h ou rs o f t h e s p rin t.  ey ’r e a w ay t o r e fre sh y o u r

m em ory b efo re y o u c o m mit t o a s o lu tio n .

F ir s t, c o p y d ow n th e lo ng -te rm g o al. N ex t, lo ok a t th e m ap , th e H ow

M ig h t W e q uestio ns , a nd th e n ote s fro m yo u r L ig h tn in g D em os. W rit e

d ow n an yth ing th at lo ok s u se fu l. D on’t w orr y a b ou t c o m in g u p w it h a n y

ne w id ea s, a nd d on’t w orr y a b ou t b ein g n ea t.  ese n ote s a re fo r y o u r e ye s

o nl y.

G iv e y o u r t e a m t w ent y m inu te s t o t a k e n ote s. D urin g t h is t im e, f e el f re e

to lo ok u p re fe re nc e m ate ria l o n y o u r la p to p o r p h on e. S om etim es p eo p le

w ant to ta k e a se co nd lo ok at so m eth in g th ey sa w in th e m orn in g’s

L ig h tni ng D em os o r re se a rc h so m e sp eciﬁ c d eta ils fro m th eir co m pan y’s ow n pro d uct or w eb sit e . W hate ver th e p urp ose , th is m om en t is a ra re

e x ce p tio n to th e no -d evic e s ru le . A nd d on’t fo rg et to re ex am in e o ld id ea s.

R em em ber, t h ey ’r e o fte n th e s tr o n gest s o lu tio n s o f a ll.

A t t h e e nd o f no te s t im e, t h e t e a m c lo se s t h eir la p to p s a n d p h on es. T ak e

ano th er t h re e m inu te s t o r e vie w w hat y o u w ro te d ow n. C ir c le t h e n ote s t h at

sta nd o u t.  ey ’l l h elp y o u i n th e n ex t s te p . 2. Id eas

N ow t h at e very o ne h as a p ile o f n ote s, it ’s t im e t o s w it c h in to id ea m od e. I n

th is s te p , e ach p ers o n will jo t d ow n r o u gh i d ea s, ﬁ lli n g a s h eet o f p ap er w it h

d ood le s, sa m ple h ead li ne s, d ia g ra m s, stic k ﬁ gu re s d oin g stu ﬀ —a nyth in g

th at g iv es f o rm t o h is o r h er t h ou gh ts .

I t d oesn ’t m atte r if th ese id ea s are m essy o r in co m ple te . Ju st li k e th e

no te s, t h ese p ag es w on’t b e s h are d w it h t h e w hole t e a m .  in k o f t h em a s a

“ s c ra tc h p ad .” A nd th ere ’s no w ro n g w ay to d o it . A s lo n g a s e very o n e is

t h ink ing a nd w rit ing s tu ﬀ o n pap er, y o u’r e o n t h e g o ld en p ath .

You r i d ea s m ig h t l o o k l i k e t h is , or t h ey m ig h t n ot. A s l o n g a s y ou ’r e w rit in g t h in gs d ow n, you ’r e o n t h e r ig h t

tr a ck . Tak e tw ent y m inu te s fo r id ea g en era tio n . W hen y o u’r e ﬁ nis h ed , sp en d

an ex tr a th re e m inu te s to re vie w a n d c ir c le y o u r fa vo rit e id ea s. I n th e n ex t

ste p , y o u’l l r e ﬁ ne t h ose p ro m is ing e le m en ts . 3. C ra zy 8 s

C ra z y 8 s is a fa st- p ace d e x erc is e . E ach p ers o n ta k es h is o r h er str o n gest

id ea s a nd r a p id ly s k etc h es e ig h t v aria tio n s in e ig h t m in ute s. C ra z y 8s fo rc e s

yo u t o p ush p ast y o u r ﬁ rs t r e a so n ab le s o lu tio n s a n d m ak e t h em b ette r, o r a t

le a st c o ns id er a lt e rna tiv es.

A nd b efo re y o u g et t h e w ro ng id ea , t h e “ c ra z y ” in C ra z y 8s r e fe rs t o t h e

pace , no t th e na tu re o f th e id ea s. F org et a b ou t th e tr a d it io n al b ra in sto rm

a d vic e to b e g o ofy . W e w ant yo u to fo cu s o n g o od id ea s—t he o n es yo u

b eli e ve w ill w ork a nd h elp y o u h it y o u r g o als —a nd u se C ra z y 8s to tw ea k

a nd e x p and o n th ose g o od i d ea s.

E ach p ers o n beg ins C ra z y 8s w it h a s in gle s h eet o f l e tte r- siz e p ap er. F old

t h e p ap er in half t h re e t im es, s o y o u h ave e ig h t p an els . S et a t im er t o s ix ty

s e co nd s. H it “s ta rt ” and beg in sk etc h in g—y ou have six ty se co n ds per

se ctio n, fo r a to ta l o f e ig h t m in ute s to c re a te e ig h t m in ia tu re s k etc h es. G o

fa st a nd b e m essy : A s w it h t h e n ote s a n d id ea s, C ra z y 8s w ill n ot b e s h are d

w it h t h e t e a m . e e x erc is e w ork s b est w hen yo u sk etc h se vera l v aria tio n s o f th e sa m e

id ea . T ak e a fa vo rit e p ie ce fro m y o u r id ea s sh eet a n d a sk y o u rs e lf , “ W hat

w ou ld b e a no th er g o od w ay t o d o t h is ? ” K eep g o in g u n til y o u c a n ’t t h in k o f

an y m ore v aria tio ns , t h en lo ok b ack a t y o u r id ea s s h eet, c h oose a n ew id ea ,

a nd s ta rt r iﬃng o n it i ns te ad .

C ra z y 8 s is a ls o a g re a t w rit ing e x erc is e . I f y o u r id ea c o n ta in s w ord s o r

m ark eting h ead li ne s o r an y o th er b it s o f te x t, yo u ca n u se C ra z y 8s to

im pro ve y o u r p h ra sing . A s y o u’l l se e in th e n ex t ste p , w rit in g is o fte n th e

m ost i m porta nt c o m pone nt o f t h e s o lu tio n s k etc h .

Cra z y 8s f r o m t h e B lu e B ottle C oﬀ ee s p rin t.  e f r a m es s h ow e x per im en ts w it h p h ra sin g ( “h an d p ou r c o ﬀ ee”

v s. “p ou r o v er c o ﬀ ee”) , n av ig a tio n , an d p age l a you t. Som etim es C ra z y 8s le ad s to a re vela tio n . Y ou m ig h t c o m e a w ay w it h

s e vera l ne w w ay s of lo ok ing at yo u r id ea s. O th er tim es, it fe els le ss

p ro d uctiv e. S om etim es th at ﬁ rs t id ea re a ll y is th e b est id ea . E it h er w ay,

C ra z y 8s h elp s yo u co ns id er a lt e rn ativ es—a nd a ls o se rv es a s a n e x ce lle n t

w arm -u p f o r t h e m ain event .

e G V t e a m s k etch es w it h t h e f o u n der s o f a s t a rtu p c a lle d M ov e Lo ot. 4. S o lu tio n s k e tc h

R em em ber h ow w e k ep t sa y ing , “D on’t w orr y, n ob od y’s g o in g to lo ok a t

th is ” ?  at tim e is o ver.  e s o lu tio n s k etc h is e ach p ers o n’s b est id ea , p ut

d ow n on pap er in deta il. E ach o n e is a n o p in io n ate d h yp oth esis f o r h ow t o

s o lv e t h e c h alle ng e a t h and .  ese s k etc h es w ill b e lo ok ed a t—a nd ju d ged !

—b y th e r e st o f th e te a m .  ey n eed to b e d eta ile d , th ou gh t- o u t, a n d e a sy

to u nd ers ta nd .

Each sk etc h w ill b e a th re e-p an el sto ry b oard d ra w n o n stic k y n ote s,

sh ow ing w hat yo u r cu sto m ers se e as th ey in te ra ct w it h yo u r p ro d uct o r

se rv ic e . W e li k e th is sto ry b oard fo rm at b eca u se p ro d ucts a n d se rv ic e s a re

m ore li k e m ovie s t h an sna psh ots . C usto m ers d on’t ju st a p pea r in o n e f re e z e

fra m e and th en dis a p pea r in th e n ex t. In ste ad , th ey m ove th ro u gh yo u r

so lu tio n li k e a cto rs in a s c e ne . Y ou r s o lu tio n h as to m ove r ig h t a lo n g w it h

th em .

W e usu all y use th e th re e-p an el fo rm at, bu t th ere are ex ce p tio n s.

S om etim es, a sp rint w ill be fo cu se d on a sin gle part of th e cu sto m er

e x p erie nc e. F or ins ta nc e: t h e h om e p ag e, t h e f ro n t p ag e o f a m ed ic a l r e p ort,

th e o ﬃc e lo b by, o r e ven th e co ver o f a b ook . If yo u r te a m h as a “s in gle

s c e ne ” c h alle ng e, y o u m ig h t w an t to c re a te a fu ll- p ag e sk etc h so y o u c a n

sh ow e ven m ore d eta il.

W it h e it h er f o rm at, t h ere a re a f e w i m porta n t r u le s t o k eep i n m in d:

1. M ak e i t s elf -e xp la n ator y

On W ed ne sd ay m orni ng , y o u’l l p ost y o u r s k etc h o n t h e w all f o r e very o n e t o

s e e. I t ne ed s to e x p la in it s e lf .  in k o f th is s k etc h a s th e ﬁ rs t te st fo r y o u r id ea . If no o ne c a n und ers ta nd it in sk etc h fo rm , it ’s n ot li k ely to d o a n y

bette r w hen it ’s p oli s h ed .

2. K eep it a non ym ou s

Don’t p ut y o u r na me o n yo u r sk etc h , a n d b e su re th at e very o n e u se s th e

sa m e p ap er a nd th e sa m e b la ck p en s. O n W ed n esd ay, w hen y o u e valu ate

e very o ne ’s s k etc h , th is a no nym it y w ill m ak e it m uch e a sie r to c rit iq ue a n d

ch oose t h e b est i d ea s.

3. U gly i s o kay

Y ou r s k etc h d oes no t h ave to b e fa n cy (b oxes, s tic k ﬁ gu re s, a n d w ord s a re

ﬁ ne ), b u t it d oes h ave to b e d eta ile d , th ou gh tfu l, a n d c o m ple te . B e a s n ea t

a s y o u c a n, b u t d on’t w orr y i f y o u’r e n ot m uch o f a n a rtis t. H ow ever . . .

4. W ords m atte r

W e’v e u se d sp rint s w it h sta rtu p s in a ll k in ds o f in dustr ie s. O ne su rp ris in g

co ns ta nt : th e im porta nc e o f w rit in g. S tr o n g w rit in g is e sp ecia ll y n ece ssa ry

fo r s o ftw are a nd m ark eting , w here w ord s o fte n m ak e u p m ost o f t h e s c re e n .

B ut c h oosing t h e r ig h t w ord s is c rit ic a l in e very m ed iu m . S o p ay e x tr a c lo se

a tte nt io n to th e w rit ing in yo u r sk etc h . D on’t u se “ lo re m ip su m ” o r d ra w

th ose s q uig gly li ne s th at m ea n “te x t w ill g o h ere .”  at te x t w ill g o a lo n g

w ay t o e x p la in yo u r i d ea —s o m ak e i t g o od a n d m ak e i t r e a l!

5. G iv e i t a catc h y t it le

S inc e y o u r na me w on’t b e o n yo u r s k etc h , g iv e it a tit le . L ate r, th ese tit le s

w ill h elp y o u k eep tr a ck o f th e d iﬀ ere n t so lu tio n s a s y o u’r e re vie w in g a n d

ch oosing .  ey ’r e als o a w ay to d ra w atte n tio n to th e b ig id ea in yo u r so lu tio n sk etc h . ( B yard D unc an tit le d h is “  e M in d R ead er,” p artly f o r f u n

and p artly t o h ig h li g h t t h e i d ea o f m ak in g t h e p erfe ct c o ﬀ ee m atc h .)

O kay, g et y o u r p ap er re ad y. R efe r to y o u r n ote s, id ea s, a n d C ra z y 8s .

 en un ca p yo u r p ens , fa ste n yo u r sa fe ty b elt s , a n d m ak e su re yo u r se a t

b ack s a nd tr a y ta b le s a re in th eir fu ll y u p rig h t a n d lo ck ed p osit io n s. Y ou r

so lu tio n sk etc h es a re r e ad y f o r t a k eo ﬀ . A s o lu tio n s k etch f r o m t h e B lu e B ottle C oﬀ ee s p rin t. T o u n der st a n d h ow t h is i d ea w ork s, rea d t h e n ote s f r o m

to p t o b otto m —a s y ou w ou ld a c o m ic b oo k : In t h e t o p f r a m e, th e c u st o m er r ea d s a h ow -to g u id e f o r b rew in g

co ﬀ ee. In t h e s e co n d f r a m e, sh e c li c k s o n a l i n k t o r eco m men ded c o ﬀ ee b ea n s. In t h e t h ir d f r a m e, sh e ﬁ n ds

deta ils a bou t t h e b ea n s. Her e’s a s in gle - sh eet v er sio n o f t h at s a m e s k etch f r o m B lu e B ottle ’s s p rin t. In st e a d o f a s t o ry b oa rd , th e e n tir e

p age p ortr a ys o n e s c r een o f t h e o n li n e s t o re i n d eta il. Each p ers o n is r e sp ons ib le f o r c re a tin g o n e s o lu tio n s k etc h . I f a f e w f o lk s

get ins pir e d a nd w ant t o s k etc h m ore t h an o n e, t h at’s o k ay, b u t d on’t o verd o

it . E ach a d dit io na l s k etc h m ea ns m ore w ork r e vie w in g a n d n arro w in g d ow n

on W ed ne sd ay. N ot o nl y t h at, b u t w e’v e n otic e d t h at t h e ﬁ rs t b atc h t e n d t o

b e th e str o ng est and th ere are d im in is h in g re tu rn s b eyo n d te n to tw elv e

so lu tio n sk etc h es.  ir ty m inu te s sh ou ld b e e n ou gh tim e fo r e very o n e to

ﬁ ni sh o ne s k etc h .

O nc e e very b od y is ﬁ ni sh ed , p ut t h e s o lu tio n s k etc h es in a p ile , b u t r e sis t

th e u rg e to lo ok a t th em . Y ou’l l o n ly s e e th em fo r th e ﬁ rs t tim e o n ce , a n d

yo u s h ou ld s a ve t h ose f re sh e ye s f o r W ed n esd ay. FA CIL IT A TO R N O TE S

Fin d C usto m ers f o r F rid ay

O n M ond ay o r T uesd ay, w e s ta rt t h e p ro ce ss o f ﬁ ndin g c u sto m ers f o r

F rid ay ’s te st.  at m ea ns o ne p ers o n n eed s to d o so m e e x tr a w ork

o u ts id e o f t h e s p rint . I t t a k es a ll w eek —b ut o n ly a n h ou r o r t w o a d ay

—t o sc re en, se le ct, and re cru it th e b est m atc h es. Id ea ll y , so m eo n e

besid es th e F acili t a to r s h ou ld ta k e re sp on sib ili t y fo r re cru it in g, s in ce

th e F acili t a to r w ill b e b u sy e no ugh a s i t i s .

 ere a re t w o w ay s t o ﬁ nd t h e r ig h t c u sto m ers f o r y o u r t e st. I f y o u

h ave fa ir ly e a sy -to -ﬁ nd c u sto m ers , y o u’l l u se C ra ig sli s t. If y o u h ave

h ard -to -ﬁ nd c u sto m ers , y o u’l l u se y o u r n etw ork .

R ecru it c ustom ers wi th C ra ig sli s t

M ost o f th e tim e, to re cru it p eo p le w ho ex actly m atc h o u r ta rg et

cu sto m er, w e u se C ra ig sli s t. W e k n ow it so u n ds c ra z y, b u t it w ork s.

I t’s h ow w e f o u n d p erfe ct p artic ip an ts f o r o u r t e sts w it h S av io k e a n d

B lu e B ottle C oﬀ ee—a nd d ozens o f o th er c o m pan ie s.  e s e cre t is t o

p ost a g ene ric a d th at w ill a ttr a ct a b ro ad a u d ie n ce , th en li n k to a

sc re ene r s u rv e y t o na rro w d ow n to y o u r t a rg et c u sto m ers .

F ir s t, y o u’l l w rit e y o u r g ene ric a d . Y ou w an t to b e su re y o u d on’t

r e vea l w hat y o u’r e t e sting o r t h e k in d o f c u sto m er y o u’r e s e ek in g. W e

oﬀ er a sm all stip end o r to k en of a p pre cia tio n —u su all y a $100 gif t ca rd —t o p iq ue th e int ere st o f p ote n tia l cu sto m ers . P ost in th e “e t

ce te ra jo b s” w it h s o m eth ing l i k e t h is :

$100 cu sto m er r e se a rc h i n te rv ie w s o n A ugu st 2 (S an

F ra n cis c o )

I’m s c h ed uli ng 60- minu te r e se a rc h in te rv ie w s in S an F ra n cis c o

o n  urs d ay, A ugu st 2. S ele cte d p artic ip an ts w ho c o m ple te t h e

int erv ie w s will re ce iv e $100 Am az o n gif t ca rd s. Ple a se

c o m ple te t h is s h ort q uestio nna ir e . C li c k h ere .

A s yo u ca n se e, th is ad co u ld b e ab ou t an yth in g—c oﬀ ee, ro b ots ,

c o ﬀ ee ro b ots , w hate ver. A gen eric ad in a big cit y m ay attr a ct

h und re d s o f a p pli c a nt s, so w it h th e rig h t sc re en er, y o u’l l b e a b le to

ﬁ nd ﬁ ve p eo p le w ho ﬁ t y o u r c u sto m er p ro ﬁ le .

W rit e a scre en er s urv ey

 e s c re e ne r s u rv e y is a s im ple q uestio n n air e f o r in te re ste d p eo p le t o

ﬁ ll o u t. Y ou’l l ne ed t o a sk t h e r ig h t q uestio n s t o ﬁ nd t h e r ig h t p eo p le .

S ta rt b y w rit ing d ow n ch ara cte ris tic s o f th e c u sto m ers y o u w an t to

te st w it h , th en tr a ns la te th ose c h ara cte ris tic s in to s o m eth in g y o u c a n

d is c o ver w it h y o u r s u rv e y. D o th e s a m e th in g fo r c h ara cte ris tic s y o u

w ant t o e x clu d e ( fo r e x am ple , p eo p le w it h t o o m uch e x p ertis e in y o u r

ind ustr y ).

B lu e B ottle C oﬀ ee w ant ed to in te rv ie w “ c o ﬀ ee-d rin kin g fo od ie s.”

T o ﬁ nd t h ese c u sto m ers , w e u se d m ea su ra b le c rit e ria li k e: th ey d rin k

at le a st o ne c u p o f c o ﬀ ee p er d ay, th ey re ad fo od -re la te d b lo gs a n d mag az ine s, and th ey ea t at re sta u ra n ts at le a st o n ce p er w eek . W e

ex clu d ed p eo p le w ho d id n’t m ak e co ﬀ ee at h om e o r d ra n k co ﬀ ee

inf re q uent ly .

N ex t, w rit e q uestio ns f o r e very o n e o f y o u r c rit e ria . I t’s im porta n t

to w rit e q uestio ns t h at d on’t r e vea l t h e “ r ig h t” a ns wers —s om e p eo p le

w ill tr y to g am e th e su rv e y ju st so th ey ca n g et th e g if t ca rd . F or

ex am ple , ra th er th an ask ing p eo p le w heth er th ey g o to re sta u ra n ts ,

a sk : “ I n a t y p ic a l w eek , h ow m an y tim es d o y o u e a t o u t? ” I n ste ad o f

ask ing if a p pli c a nt s r e ad f o od b lo gs, t r y s o m eth in g li k e t h is : “ D o y o u

re g u la rly re ad b lo gs o r m ag az ine s d ed ic a te d to a n y o f th e fo llo w in g

to p ic s?

• S ports

• F ood

• N ew s

• C oﬀ ee

• C ock ta ils

• P are nt ing

• G ard eni ng

• C ars

I n each o f t h ese e x am ple s, w e h ad a “ r ig h t” a n sw er in m in d, b u t t h ere

w as no w ay t h at t h e p ers o n ﬁlli ng o u t t h e s u rv e y c o u ld p re d ic t w hat i t

w as. Afte r y o u’v e t u rne d y o u r c rit e ria in to q uestio n s, c re a te y o u r s u rv e y.

W e a lw ay s u se G oogle F orm s— it ’s e a sy to s e t u p, a n d th e re sp on se s

g o r ig h t i nt o a G oogle s p re ad sh ee t t h at y o u c a n s o rt a n d ﬁ lt e r.

O nc e yo u r sc re ene r su rv e y is re ad y an d yo u r ad is li v e on

C ra ig sli s t, t h e r e sp ons es w ill s ta rt r o lli n g in . L ook t h ro u gh t h e s u rv e y

re su lt s and pic k ou t cu sto m ers who m atc h yo u r crit e ria . By

W ed ne sd ay a fte rno on, y o u c a n sta rt g ett in g in t o u ch w it h p eo p le a n d

sc h ed uli ng y o u r i nt erv ie w s f o r F rid ay.

C ra ig sli s t w ork s su rp ris ing ly w ell fo r ﬁ ndin g cu sto m ers w ho are n ’t

f a m ili a r w it h yo u r co m pan y. B ut w hat ab ou t ex is tin g cu sto m ers o r

“h ard -to -ﬁ nd ” pro fe ssio na ls w it h un co m mon jo b s? You’l l nee d a

diﬀ ere nt s tr a te g y.

R ecru it c ustom ers t h rou gh y ou r n etw or k

Find ing ex is ting cu sto m ers is gen era ll y pre tt y ea sy. Y ou pro b ab ly

a lr e ad y h ave th e m ea ns to re ach th em —c on sid er e m ail n ew sle tte rs ,

in- sto re p oste rs , T w it te r, F ace b ook , o r e ven y o u r o w n w eb sit e .

 e h ard -to -ﬁ nd c u sto m ers a re n ot a ctu all y s o h ard t o ﬁ nd, e it h er.

H ere ’s w hy: I f y o u’r e a n onc olo g y c o m pan y, y o u p ro b ab ly k n ow s o m e

onc olo gis ts . If yo u’r e w ork ing in ﬁ nan ce , yo u p ro b ab ly k n ow o th er

p eo p le w ho w ork in ﬁna nce. A nd so on . Y ou r sa le s or bu sin ess-

d evelo p m ent te a m s c a n help y o u g et in to u ch . A nd if th at fa ils , y o u

ca n re ach o u t t o p ro fe ssio na l a sso cia tio n s, c o m mun it y g ro u p s, s tu d en t

gro u p s, o r y o u r p ers o na l ne tw ork . W hen w e in te rv ie w ed re sta u ra n t mana gers fo r a sp rint back in 2011, w e go t in to u ch w it h th e

m em bers h ip d ir e cto r o f a l o ca l r e sta u ra n t a sso cia tio n .

W heth er yo u’r e se ek ing ou t hard -to -ﬁ nd cu sto m ers , ex is tin g

cu sto m ers , o r re cru it ing a b ro ad a u d ie n ce o n C ra ig sli s t, th ere ’s o n e

part of th e pro ce ss th at sh ou ld n’t ch an ge. M ak e su re pote n tia l

int erv ie w ca nd id ate s m atc h yo u r sc re en in g crit e ria . W it h o n ly ﬁ ve

int erv ie w s, i t ’s i m porta nt t o t a lk t o t h e r ig h t p eo p le .

 e e nt ir e s p rint d ep end s o n gettin g g o od d ata in F rid ay ’s t e st, s o

w hoever t a k es c h arg e o f r e cru it ing y o u r c u sto m ers s h ou ld t a k e t h e jo b

se rio u sly . E ven th ou gh t h is r e cru it in g h ap pen s b eh in d t h e s c e n es, it ’s

a s im porta nt a s t h e t e a m a ctiv it ie s. F or a s a m ple s c re en in g s u rv e y a n d

oth er o nl ine r e so u rc e s, t a k e a l o ok a t th esp rint book .c o m .

I. J a k e le a rn ed t h e t r o u ble w it h g ro u p b ra in sto rm s t h e h ard w ay, b u t p le n ty o f r e se a rc h ers h ave c o m e

to th e sa m e co n clu sio n . O ne ex am ple is a stu d y at Y ale in 1958. In div id uals co m pete d w it h

b ra in sto rm in g g ro u p s to so lv e th e sa m e p ro b le m .  e in div id uals d om in ate d .  ey g en era te d m ore

s o lu tio n s, a n d th eir s o lu tio n s w ere in dep en den tly ju d ged to b e h ig h er q uali t y a n d m ore o rig in al. I n

y o u r fa ce , g ro u p b ra in sto rm in g! A nd y e t . . . o ver h alf a c e n tu ry la te r, te a m s a re s till r u n nin g g ro u p

bra in sto rm s. P erh ap s i t ’s b eca u se “ b ra in sto rm ” i s s u ch a c a tc h y n am e. Wed nesd ay By W ed n esd ay m orn in g, y o u a n d y o u r t e a m w ill h ave a s ta ck o f

so lu tio n s.  at’s g re a t, b u t i t ’s a ls o a p ro b le m . Y ou c a n ’t p ro to ty p e

an d t e st t h em a ll—y ou n eed o n e s o li d p la n . I n t h e m orn in g, y o u’l l

c rit iq ue e ach s o lu tio n , a n d d ecid e w hic h o n es h ave t h e b est c h an ce

o f a ch ie vin g y o u r l o n g-te rm g o al.  en , i n t h e a fte rn oon , y o u’l l

t a k e t h e w in nin g s c e n es f ro m y o u r s k etc h es a n d w ea ve t h em i n to a

s tor yboa rd : a s te p -b y-ste p p la n f o r y o u r p ro to ty p e. 10

D ecid e

You k no w th ose m eeting s.  e o n es th at g o o n a n d o n , w an derin g o ﬀ o n

ta ng ent s, b u rni ng u p tim e and en erg y.  e o n es th at en d in a d ecis io n

no bod y’s h ap py a b ou t—o r w ors e , e n d w it h ou t a n y d ecis io n a t a ll. W e’r e n ot

ant hro p olo gis ts , b u t w e h ave o b se rv ed (a n d en gag ed in ) a lo t o f h um an

b eh av io r in th e o ﬃc e e n vir o nm en t. L eft to o u r o w n d evic e s, w e h um an s

te nd t o d eb ate t h is w ay :

O kay, w e’r e e x ag gera ting , b u t n ot th at m uch . Y ou m ig h t re co gn iz e th is

k ind o f b ack -a n d-fo rth . S om eo n e co m es u p w it h a so lu tio n , th e gro u p

crit iq ues i t , s o m eo ne t r ie s t o e x p la in t h e d eta ils , a n d t h en s o m eo n e els e h as a

ne w i d ea : ese d is c u ssio ns are fru str a ting , b eca u se h um an s h ave li m it e d sh ort-

te rm m em ory and li m it e d ene rg y fo r d ecis io n -m ak in g. W hen w e ju m p

fro m o p tio n to o p tio n, it ’s d iﬃc ult to h old im porta n t d eta ils in o u r h ead s.

O n th e o th er h and , w hen we d eb ate o n e id ea f o r t o o lo n g, w e g et w orn o u t

—l ik e a ju d ge a t a b ak ing c o nt est w ho ﬁ lls u p o n a p ple p ie b efo re ta stin g

an yth ing e ls e .

N orm all y , i f w e w ant t h e b ene ﬁt o f e very o n e’s p ers p ectiv e, w e’r e f o rc e d t o

e nd ure th ese s lo gs. B ut no t in a s p rin t. W e’v e s tr u ctu re d W ed n esd ay to d o

one th in g a t a tim e—a nd d o it w ell. W e’l l e valu ate so lu tio n s a ll a t o n ce ,

crit iq ue a ll a t o nc e, a nd t h en m ak e a d ecis io n a ll a t o n ce . K in d o f l i k e t h is :

Y ou r go al fo r W ed ne sd ay m orn in g is to decid e w hic h so lu tio n s to

p ro to ty p e. O ur m otto fo r th ese decis io n s is “u n natu ra l bu t eﬃc ie n t.”

I ns te ad o f m ea nd ering , y o u r te a m ’s c o n vers a tio n s w ill fo llo w a sc rip t.  is

s tr u ctu re is s o cia ll y a w kw ard , b u t lo gic a l—i f y o u fe el li k e S pock f ro m Sta r

T rek , y o u’r e d oing it r ig h t. I t’s a ll d esig n ed t o g et t h e m ost o u t o f t h e t e a m ’s ex p ertis e , acco m mod ate fo r o u r h um an str e n gth s an d sh ortc o m in gs, an d

m ak e i t a s e a sy a s p ossib le t o c o m e t o a g re a t d ecis io n .

T o sh ow y o u w hat W ed ne sd ay lo ok s li k e, w e’d li k e to in tr o d uce y o u to

a no th er s ta rtu p.  is c o m pan y m ak es b u sin ess s o ftw are , b u t t h ey d id n’t s ta rt

o u t t h at w ay. I n fa ct, t h eir ﬁ rs t p ro d uct w as a v id eo g am e c a lle d G li t ch .

G li t ch w as unu su al: a m ult ip la y e r gam e w it h n o co m bat. In ste ad of

ﬁ gh ting , th e g am e e nc ou ra g ed p la y e rs to c o lla b ora te , so lv e p ro b le m s, a n d

ch at to geth er in gro u p s. U nf ortu n ate ly —s ay w hat y o u w ill a b ou t s o cie ty —

th is u nu su al g am e w it h i t s e m ph asis o n g o od b eh av io r n ever c a u gh t o n w it h

a b ig a u d ie nc e.

W hen it beca m e ob vio u s th at G li t ch w asn ’t go ing to be a hit , th e

co m pan y d id so m eth ing str a ng e. In ste ad o f m ak in g a d iﬀ ere n t g am e o r

clo sing d ow n, t h ey s h if te d t h eir e ﬀ orts t o a s id e p ro je ct: a m essa g in g s y ste m

th ey h ad o rig ina ll y b u ilt fo r th eir o w n u se .  e sta rtu p’s fo u n der, S te w art

B utte rﬁ eld , h ad a h unc h t h at t h is m essa g in g s y ste m c o u ld b e u se fu l t o o th er

co m pani es, t o o. S o t h ey l a u nc hed i t t o t h e p ubli c , a n d n am ed i t S la ck .

T ech no lo g y co m pani es w ent b on kers fo r S la ck . A ye a r afte r la u n ch ,

m ore th an 500, 000 peo p le o n more th an 60, 000 te a m s u se d S la ck e very

sing le d ay. F or w ork p la ce so ftw are , th is k in d o f g ro w th w as u n h ea rd o f.

W hen Sla ck a nno unc ed th ey w ere th e fa ste st g ro w in g b u sin ess a p p o f a ll

t im e, t h e p re ss a g re ed .

S la ck w as g ro w ing fa st, b u t—l ik e a n y te a m —t hey h ad c h alle n ges. O ne

of t h ose c h alle ng es w as m aint aini ng t h eir r a p id g ro w th . M an y o f t h e t e a m s

ad op ting S la ck w ere a t t e ch c o m pan ie s, w hic h a re o fte n m ore w illi n g t o t r y

ne w s o ftw are . B ut t h ere w ere o nl y s o m an y t e ch c o m pan ie s i n t h e w orld . T o keep e x p and ing , S la ck ne ed ed t o g et b ette r a t e x p la in in g t h eir p ro d uct t o a ll

k ind s o f b u sine sse s. It w as a tr ic k y p ro b le m . O n th e su rfa ce , S la ck w as

sim ple : a m essa g ing a p p f o r t h e w ork p la ce . B ut u n der t h e s u rfa ce , t h e s to ry

w as m ore c o m pli c a te d .

S la ck had beco m e so pop ula r beca u se it ch an ged th e w ay te a m s

fu nc tio ne d. T ea m s s ta rte d b y u sin g th e s e rv ic e to s e n d in sta n t m essa g es to

o ne a no th er, a nd t h en ofte n ab and on ed e m ail i n f a vo r o f i t . B ut S la ck w asn ’t

j u st f o r o ne -to -o ne m essa g es. W hen a t e a m u se d S la ck , a ll o f it s e m plo ye es

w ere in a c h at ro om , so th ey c o u ld c o m mun ic a te a s a g ro u p. S oon , S la ck

re p la ce d ch eck -in meeting s and ph on e ca lls . T ea m s use d it to m an ag e

p ro je cts a nd s ta y u p t o s p eed o n what t h e w hole c o m pan y w as d oing .  ey

co nne cte d o th er so ftw are a nd se rv ic e s to S la ck , so th at e very th in g w as in

o ne p la ce . S la ck b eca m e th e h ub fo r a ll o f th eir w ork , a n d th at e ﬃc ie n cy

a nd c o nne cte d ne ss so m eh ow m ad e w ork fe el g o od . A s a re p orte r fo r th e

N ew Y ork T im es —o ne o f t h e w ork p la ce s t h at h ad a d op te d S la ck —pu t it , “ I

h ave a fe eli ng o f int im ac y w it h c o w ork ers o n th e o th er s id e o f th e c o u n tr y

th at i s a lm ost f u n.  at’s a b ig d ea l, f o r a jo b.”

 at w hole s to ry o f S la ck —ho w it p ro vid ed a s e rv ic e th at w as fa m ili a r,

b u t d iﬀ ere nt a nd s o m eh ow b ette r . . . W ell, t h at s to ry w as r ea lly d iﬃc ult t o

e x p la in, e sp ecia ll y a s S la ck e x p an ded t o n ew a u d ie n ce s.

M erc i G ra ce , a p ro d uct m ana ger n ew to th e c o m pan y, w as in c h arg e o f

so lv ing th is p ro b le m . It w as h er te a m ’s jo b to ﬁ gu re o u t h ow to ex p la in

S la ck t o p ote nt ia l c u sto m ers . M erc i d ecid ed t o s ta rt w it h a s p rin t, a n d s in ce

G V w as a n in vesto r i n Sla ck , s h e i n vit e d u s t o jo in . e sp rint te a m inc lu d ed M erc i, tw o desig n ers , an en gin eer, an d a

m ark ete r, alo ng w it h a fe w of us fro m G V. O n W ed n esd ay m orn in g,

every th ing w as rig h t on sc h ed ule .  ere w ere ab ou t a dozen so lu tio n

sk etc h es, a ll s tu ck t o t h e g la ss w alls w it h b lu e m ask in g t a p e.

W e w alk ed a ro u nd t h e r o om i n sile n ce , s e ein g o n e a n oth er’s i d ea s f o r t h e

ﬁ rs t t im e. O ne s k etc h f e a tu re d a c a se s tu d y o f a w ell- k n ow n c o m pan y u sin g

S la ck , o ne s k etc h h ad a n ani m ate d v id eo , a n d o n e in tr o d uce d th e s o ftw are

w it h a gu id ed to u r. E ach of th e d ozen id ea s fo r ex p la in in g S la ck w as

d iﬀ ere nt , a nd e ach h ad p ote nt ia l. I t w ou ld b e a d iﬃcu lt d ecis io n .

L uck il y , w e d id n’t h ave to m ak e an y ch oic e s rig h t aw ay. In ste ad , w e

pla ce d d ot stic k ers b esid e th e p arts o f id ea s w e fo u n d in te re stin g. A fte r a

fe w m inu te s, th ere w ere c lu ste rs o f d ots o n a lm ost e very s k etc h . W hen w e

were d one w it h o u r sile nt re vie w , w e g ath ere d in to a g ro u p a n d d is c u sse d

th e s k etc h es, o ne a t a t im e. W e k ep t t h e c o n vers a tio n s s h ort b y f o cu sin g o n

th e c lu ste rs o f d ots —a nd b y u sin g a t im er.

I t to ok ju st u nd er a n hou r to re vie w a ll o f th e s k etc h es. W hen w e w ere

d one , e very o ne to ok a p ink d ot s tic k er to c a st h is o r h er ﬁ nal v o te . A fte r a

fe w m in ute s o f d eli b era tio n, e ach p ers o n sile n tly p la ce d th e stic k er o n th e

sk etc h h e o r s h e w ant ed t o p ro to ty p e a n d t e st.

A fte r a sh ort d is c u ssio n, th e d ecis io n w as tu rn ed o ver to M erc i, th e

D ecid er, a nd S te w art—w ho, a s C EO , m ad e a c a m eo a p pea ra n ce to sh are

h is o p ini on.  ey lo ok ed a t t h e p in k s tic k ers , t o ok a m om en t t o t h in k, a n d

pla ce d t h eir o w n “s u p erv o te s.” A nd w it h t h at—w it h n o m ea n derin g d eb ate

a nd no s a le s p it c h es—t he d ecis io n w as m ad e. • • •

I n th e Sla ck sp rint , th ere w ere ab ou t a dozen diﬀ ere n t so lu tio n s fo r

ex p la ini ng th e p ro d uct to ne w c u sto m ers . E ach p ers o n b eli e ved h is o r h er

o w n id ea c o u ld w ork . A nd e ach p ers o n c o u ld h ave s p en t a n h ou r e x p la in in g

w hy. B ut if w e h ad s p ent a n hou r d is c u ssin g e ach id ea , t h e w hole d ay c o u ld

h ave g o ne b y w it h ou t a n y c le a r c o n clu sio n .

Ins te ad , we use d th e sp rint pro ce ss to re sh ap e th at op en -e n ded

d is c u ssio n int o e ﬃc ie nt crit iq ue a n d d ecis io n -m ak in g. B y th e e n d o f th e

m orni ng , w e k ne w w hic h i d ea s w e w an te d t o t e st. The s tic k y d ecis io n

W e’v e sp ent ye a rs op tim iz ing ou r sp rin t decis io n s to be as eﬃc ie n t as

p ossib le . W e e nd ed u p w it h a ﬁ ve-ste p p ro ce ss—a nd c o in cid en ta ll y , e very

ste p i n vo lv es s o m eth ing s tic k y:

1. Art m use u m : P ut th e so lu tio n sk etc h es o n th e w all w it h m ask in g

ta p e.

2. H ea t m ap : L ook a t a ll t h e s o lu tio ns in sile n ce , a n d u se d ot s tic k ers

to m ark i nt ere sting p arts .

3. Speed c rit iq u e: Q uic k ly d is c u ss t h e h ig h li g h ts o f e ach s o lu tio n , a n d

use s tic k y no te s t o c a p tu re b ig i d ea s.

4. Str a w p oll: E ach p ers o n ch oose s o ne s o lu tio n , a n d v o te s f o r it w it h

a d ot s tic k er.

5. Sup erv o te :  e D ecid er m ak es th e ﬁna l decis io n , w it h —y ou

gu esse d i t —m ore s tic k ers .

 is s tic k y s tu ﬀ is n ’t a g im mic k .  e d ot s tic k ers le t u s f o rm a n d e x p re ss

o u r o p ini ons w it h ou t le ng th y d eb ate , a n d t h e s tic k y n ote s a llo w u s t o r e co rd

b ig id ea s w it h ou t r e ly ing o n ou r s h ort- te rm m em ory. ( F or a c o m ple te s p rin t

sh op ping l i s t, s e e t h e c h eck li s ts a t t h e e n d o f t h e b ook .)

O f c o u rs e , t h ere a re m ore r e a so ns f o r a ll o f t h ese s te p s, b u t w e’l l e x p la in

t h ose a s w e g o. H ere ’s h ow t h e S tic k y D ecis io n w ork s: 1. A rt m use um

 e ﬁ rs t s te p is s im ple . W hen yo u a rr iv e o n W ed n esd ay m orn in g, n ob od y

h as s e en t h e s o lu tio n sk etc h es y e t. W e w an t e very b od y t o t a k e a g o od lo n g

lo ok a t e ach o ne , so w e sto le a n id ea fro m th e L ou vre M use u m in P aris :

h ang t h em o n th e w all.

S peciﬁ ca ll y , u se m ask ing t a p e t o s tic k t h e s k etc h es o n a w all. S pace t h em

o u t i n one l o ng r o w , ju st l i k e t h e p ain tin gs i n a m use u m .  is s p acin g a llo w s

th e te a m to s p re ad o u t a nd ta k e th eir tim e e x am in in g e ach s k etc h w it h ou t

cro w ding . It’s als o a go od id ea to pla ce th e sk etc h es in ro u gh ly

c h ro no lo gic a l o rd er, f o llo w ing t h e s to ry b oard . 2. He at m ap

N atu ra ll y , e very p ers o n sh ou ld h ave a fa ir o p portu n it y t o p re se n t h is o r h er

so lu tio n and e x p la in th e r a tio na le b eh in d it . W ell . . . th at m ay b e n atu ra l,

b u t y o u’r e no t g o ing t o d o i t .

E xp la ini ng id ea s has all kind s of dow nsid es. If so m eo n e m ak es a

co m pelli ng c a se f o r h is o r h er i d ea o r i s a b it m ore c h aris m atic , y o u r o p in io n

w ill b e s k ew ed . I f y o u a sso cia te t h e id ea w it h it s c re a to r ( “ Ja m ie a lw ay s h as

g re a t id ea s” ), y o u r o p ini on will b e s k ew ed . E ven ju st b y k n ow in g w hat th e

id ea i s a bou t , y o u r o p ini on will b e s k ew ed .

It’s no t h ard fo r cre a to rs to m ak e g re a t arg u m en ts fo r th eir m ed io cre

id ea s, o r g iv e g re a t e x p la na tio ns fo r th eir in decip h era b le id ea s. B ut in th e

re a l w orld , t h e c re a to rs w on’t b e t h ere t o g iv e s a le s p it c h es a n d c lu es. I n t h e

re a l w orld , t h e id ea s w ill h ave t o s ta n d o n t h eir o w n. I f t h ey ’r e c o n fu sin g t o

th e e x p erts i n a s p rint , c h anc es a re g o od t h ey ’l l b e c o n fu sin g t o c u sto m ers .

 e hea t m ap ex erc is e ens ure s yo u m ak e th e m ost of yo u r ﬁrs t,

u ni nf orm ed lo ok a t th e s k etc h es. S o b efo re th e te a m b eg in s lo ok in g, h an d

every o ne a b u nc h o f sm all d ot stic k ers (tw en ty to th ir ty d ots e ach ).  en

e ach p ers o n fo llo w s t h ese s te p s:

1. D on’t t a lk .

2. L ook a t a s o lu tio n sk etc h .

3. P ut d ot s tic k ers b esid e t h e p arts y o u l i k e ( if a n y).

4. P ut t w o o r t h re e d ots o n th e m ost e x cit in g i d ea s.

5. I f y o u h ave a c o nc ern or q uestio n , w rit e i t o n a s tic k y n ote a n d p la ce

it b elo w t h e s k etc h . 6. M ove o n to t h e ne xt s k etc h , a n d r e p ea t.

 ere a re no li m it s o r r u le s f o r t h ese d ots . I f p eo p le w an t t o p ut d ots o n

th eir o w n sk etc h , t h ey s h ou ld . I f p eo p le r u n o u t o f d ots , g iv e t h em m ore . B y

th e e nd , y o u’l l h ave s o m eth ing l i k e t h is :

T ogeth er, a ll t h ose d ots c re a te a “ h ea t m ap ” o n t o p o f t h e s k etc h es—k in d

of li k e a h ea t m ap o f th e w ea th er—s how in g w hic h id ea s th e g ro u p ﬁ nds

int rig u ing . I t’s a s im ple a ctiv it y , b u t a s y o u’l l s e e o ver t h e c o m in g p ag es, t h is

h ea t m ap f o rm s t h e f o u nd atio n fo r t h e S tic k y D ecis io n . A s o lu tio n s k etch w it h h ea t m ap d ots. Beca u se t h is p ro ce ss is q uic k , it ’s p ossib le t o lo ad a ll o f t h e s k etc h es in to

s h ort- te rm m em ory a t o nc e. A nd s in ce t h ere a re u n li m it e d s tic k ers , y o u a n d

yo u r te a m w on’t u se u p m uch o f yo u r d ecis io n -m ak in g en erg y.  e h ea t

m ap is b oth a u se fu l w ay t o s p ot s ta n dou t id ea s a n d a g re a t w ay t o g et y o u r

bra in warm ed u p f o r a d ecis io n.

B ut th e h ea t m ap h as li m it a tio n s. It c a n ’t te ll y o u w hy p eo p le li k ed a n

id ea , a nd if y o u d on’t u nd ers ta nd th e sk etc h er’s in te n t, th e h ea t m ap c a n ’t

e x p la in it to y o u . T o ﬁ nd o u t, y o u n eed to d is c u ss th e sk etc h es w it h th e

te a m . O f co u rs e , th at m ea ns ta lk in g ou t lo u d , so m eth in g w e’v e m ostly

a vo id ed s inc e T uesd ay m orni ng . H op efu ll y y o u h aven ’t f o rg o tt e n h ow t o d o

it .

T alk ing o u t lo u d is ris k y. H um an s are so cia l an im als , an d w hen o u r

na tu ra l im puls e s t o d is c u ss a nd d eb ate t a k e o ver, t im e d is a p pea rs . W e d on’t

w ant t o t a x a n yo ne ’s s h ort- te rm m em ory, o r w aste p re cio u s s p rin t t im e. S o

in th e ne xt s te p , y o u r t e a m w ill t a lk o u t l o u d —b ut y o u’l l f o llo w a s c rip t. 3. S p eed c rit iq ue

In th e sp eed c rit iq ue, y o u a nd y o u r te a m w ill d is c u ss e ach so lu tio n sk etc h

a nd m ak e no te o f s ta nd ou t id ea s.  e c o n vers a tio n w ill f o llo w a s tr u ctu re —

a nd a tim e li m it .  e ﬁ rs t tim e y o u d o it , it m ig h t fe el u n co m fo rta b le a n d

ru sh ed , a nd it m ig h t b e h ard t o k eep t r a ck o f a ll t h e s te p s ( w hen in d ou bt,

u se a c h eck li s t f ro m t h e b ack o f t h e b ook ). B ut it w on’t t a k e lo n g t o g et t h e

hang o f it . O nc e y o u d o, y o u r t e a m w ill h ave a p ow erfu l t o ol fo r a n aly zin g

id ea s, a nd y o u m ay ﬁ nd y o u rs e lv es u sin g i t i n o th er m eetin gs.

D uring th e sp eed crit iq ue, th e F acili t a to r is g o in g to b e v ery b u sy, so

so m eo ne ne ed s t o v o lu nt eer t o h elp b y b ein g t h e S crib e. A s y o u r e vie w t h e

sk etc h es o n th e w all, th e S crib e w ill w rit e d ow n sta n dou t id ea s o n stic k y

no te s.  e S crib e’s no te s s e rv e s e vera l p urp ose s.  e n ote s g iv e e very o n e a

c o m mon vo ca b u la ry to d esc rib e s o lu tio n s.  ey h elp e very o n e o n th e te a m

to f e el h ea rd , w hic h s p eed s u p t h e d is c u ssio n . A nd t h ey o rg ani ze t h e t e a m ’s

o b se rv atio ns , m ak ing i t e a sie r t o p la ce y o u r v o te s i n t h e n ex t s te p .

H ere ’s h ow t h e s p eed c rit iq ue w ork s:

1. G ath er a ro u nd a s o lu tio n sk etc h .

2. Set a t im er f o r t h re e m in ute s .

3.  e F acili t a to r n arra te s t h e s k etc h . ( “ H ere it lo ok s li k e a c u sto m er

is c li c k ing to p la y a v id eo , a nd th en c li c k in g o ver to th e d eta ils

p ag e . . . ” )

4.  e F acili t a to r ca lls ou t sta n dou t id ea s th at have clu ste rs of

stic k ers b y t h em . ( “ L ots o f d ots b y t h e a n im ate d v id eo . . . ” )

5.  e t e a m c a lls o u t s ta n dou t i d ea s t h at t h e F acili t a to r m is se d . 6.  e S crib e w rit e s s ta n dou t id ea s o n s tic k y n ote s a nd s tic k s th em

a b ove th e sk etc h . G iv e e ach id ea a sim ple n am e, li k e “A nim ate d

V id eo ” o r “ O ne -S te p S ig nu p.”

7. Rev ie w c o n ce rn s a n d q u estio n s .

8.  e c re a to r o f t h e s k etc h r e m ain s s ile n t u n til t h e e n d . (“ C re a to r,

r e vea l y o u r i d ent it y a nd t e ll u s w hat w e m is se d !” )

9.  e c re a to r e xp la in s a n y m is se d i d ea s t h at t h e t e a m f a ile d t o s p ot,

a nd a ns wers a n y q uestio ns .

10. M ove t o t h e ne xt s k etc h a nd r e p ea t.

 at’s r ig h t—t he p ro u d in vent or o f th e s o lu tio n in th e s p otli g h t d oesn ’t

g et to sp ea k u p u nt il th e e nd o f th e c rit iq ue.  is u n usu al p ra ctic e sa ves

tim e, re m oves re d und anc y, a nd a llo w s fo r th e m ost h on est d is c u ssio n . (I f

th e in vent or p it c h ed h is o r h er id ea , th e re st o f th e te a m w ou ld h ave a

h ard er t im e b eing c rit ic a l o r ne gativ e.)

T ry to k eep e ach re vie w to th re e m in ute s, b u t b e a li t t le ﬂ ex ib le . If a

sk etc h h as a lo t o f g o od id ea s, ta k e a c o u p le o f e x tr a m in ute s to c a p tu re

th em a ll. O n th e o th er h and , if a s k etc h h as v ery fe w d ots , a n d t h e c re a to r

d oesn ’t h ave a co m pelli ng e x p la n atio n , d o e very o n e a fa vo r a n d m ove o n

q uic k ly . N oth ing i s g aine d b y t e a rin g a p art a s k etc h n ob od y l i k es. Rem em ber t h at a ll y o u’r e t r y ing t o a cco m pli s h in t h e s p eed c rit iq ue is t o

c re a te a re co rd of pro m is ing id ea s. Y ou don’t need to deb ate w heth er

so m eth ing sh ou ld b e inc lu d ed in th e p ro to ty p e; th at w ill c o m e la te r. Y ou

sh ou ld n’t t r y t o c o m e u p w it h n ew id ea s o n t h e s p ot. J u st w rit e d ow n w hat

sta nd s o u t a b ou t e ach s o lu tio n.

B y th e end o f th e sp eed crit iq ue, every o n e w ill u n ders ta n d all o f th e

pro m is ing id ea s a nd d eta ils . Y ou’l l a ls o h ave a n ic e ta n gib le re co rd o f th e

dis c u ssio n on th e w all, l i k e t h is :

I f y o u’r e th e F acili t a to r, th e sp eed c rit iq ue w ill re q uir e y o u to th in k o n

yo u r f e e t a nd k eep t h e g ro u p m ovin g. Y ou’r e b oth n arr a to r a n d r e fe re e, b u t

th e p ro ce ss sh ou ld b e fu n. A fte r a ll, th e so lu tio n s w ill b e in te re stin g, a n d

sinc e t h e d is c u ssio n fo cu se s o n th e b est i d ea s, t h e t o n e w ill b e p osit iv e. 4. S tra w p oll

I n ca se y o u’r e no t a p oli t ic s ne rd , a s tr a w p oll is a n on bin din g v o te u se d to

g au ge a g ro u p’s o p ini on (li k e h old in g u p a p ie ce o f s tr a w to s e e w hic h w ay

th e w ind is b lo w ing ). I n yo u r s p rin t, t h e s tr a w p oll s e rv es t h e s a m e p urp ose .

It’s a q uic k w ay fo r th e w hole te a m to e x p re ss th eir o p in io n s.  ese v o te s

a re n ’t b ind ing . I ns te ad , t h ink o f t h e s tr a w p oll a s a w ay t o g iv e y o u r D ecid er

so m e a d vic e . I t’s a s tr a ig h tfo rw ard e x erc is e :

1. G iv e e v ery o n e o n e v o te (r e p re se nt ed b y a b ig d ot s tic k er—w e li k e

p ink ).

2. R em ind e very o ne o f t h e lo n g-te rm g o al a nd sp rin t q u estio n s .

3. R em ind e very o ne t o err o n t h e s id e o f r is k y i d ea s w it h b ig p ote nt ia l.

4. Set a t im er f o r t e n m in ute s .

5. Each p ers o n p riv ate ly w rit e s d ow n h is o r h er c h oic e . I t c o u ld b e a

w hole s k etc h , o r ju st o ne i d ea i n a s k etc h .

6. W hen tim e is u p, o r w hen every o n e is ﬁ nis h ed , p la ce t h e v o te s o n

th e s k etc h es .

7. Each p ers o n b rie ﬂ y e xp la in s h is o r h er v o te (o nl y s p end a b ou t o ne

m inu te p er p ers o n) .

 ere a re p le nt y o f c lu es to a ss is t y o u r v o tin g. In th e la st c h ap te r, w e

ask ed y o u to g iv e a c a tc h y na me to e ach so lu tio n . D urin g th e str a w p oll,

t h ose na mes—a lo ng w it h t h e h ea t m ap a n d t h e s tic k y n ote s f ro m t h e s p eed

crit iq ue—m ak e i t e a sie r t o c o m pare a n d w eig h t h e o p tio n s. We’v e ta lk ed a lo t a b ou t h um an li m it a tio n s, b u t th is k in d o f d ecis io n is

o ne p la ce w here th e b ra in sh in es. E ach p ers o n in th e ro om h as sp ecia l

ex p ertis e a nd y e a rs o f a ccu m ula te d w is d om . W it h t h e s p eed c rit iq ue lo ad ed

int o sh ort- te rm m em ory, th ose so p h is tic a te d b ra in s c a n fo cu s o n ju st o n e

ta sk . N o m ana ging a c o n vers a tio n , n o a rtic u la tin g y o u r o p in io n s, n o tr y in g

to re m em ber w hat th at s k etc h w as a ll a b ou t. Ju st a p ply y o u r e x p ertis e a n d

m ak e a n inf orm ed d ecis io n. B ra in s a re g re a t a t t h at.

F or a fe w m inu te s, th e te a m sile n tly w ill c o n sid er w here to v o te . A nd

th en . . . t h at’s i t :  e s tic k ers g o u p.

A fte rw ard , e ach p ers o n will g iv e a b rie f e x p la n atio n o f h is o r h er v o te .

 e D ecid er sh ou ld li s te n to th ese ex p la n atio n s—b eca u se all decis io n -

m ak ing a u th orit y i s a b ou t t o b e t u rn ed o ver t o h er. Make h o nest d ecis io ns

Som etim es w hen peo p le w ork t o geth er in g ro u p s, t h ey s ta rt t o w orr y a b ou t

co ns ens us a nd tr y to m ak e d ecis io n s th at e very b od y w ill a p pro ve—m ostly

o u t o f g o od na tu re a nd a d esir e fo r g ro u p co h esio n , a n d p erh ap s in p art

b eca u se dem ocra c y fe els go od . W ell, dem ocra c y is a ﬁne sy ste m fo r

go verni ng na tio ns , b u t i t h as no p la ce i n y o u r s p rin t.

E arli e r in th e b ook , w e to ld y o u a b ou t o u r m is ta k e w it h S quid C o: n ot

inc lu d ing t h e D ecid er in th e s p rin t. A f e w w eek s la te r, w e h ad a s p rin t w it h

a c o m pan y w e’l l c a ll O str ic h C o. I W e h ad l e a rne d o u r l e sso n ab ou t D ecid ers ,

so O str ic h C o’s f o u nd er a nd C EO , O sc a r, jo in ed u s f o r t h e e n tir e s p rin t.

O n W ed ne sd ay, it c a m e t im e f o r O str ic h C o t o c h oose id ea s. “ Y ou k n ow ,

th is i s s o m eth ing w e s h ou ld a ll d ecid e t o geth er,” s a id O sc a r. “ W e’r e a t e a m .”

E very b od y fe lt g re a t, and every b od y vo te d .  e so lu tio n th e te a m ch ose

w asn ’t O sc a r’s f a vo rit e , b u t it p erfo rm ed w ell in F rid ay ’s t e st.  e s p rin t w as

a su cce ss. O r so w e th ou gh t, u n til w e ta lk ed to O sc a r a c o u p le o f w ee k s

la te r.

“ Y ea h . . .” O sc a r ru bbed th e b ack o f h is h ead . H e lo ok ed b ash fu l. “I

th ou gh t a b ou t i t s o m e m ore a nd , u h . . . d ecid ed t o g o i n a n oth er d ir e ctio n .”

“ L et m e g u ess,” sa id Jo h n. “ Y ou w en t w it h y o u r fa vo rit e id ea f ro m th e

sp rint .”

“ W ell, ” s a id O sc a r. “ Y ea h .”

D uring th e s p rint , O sc a r h ad s u ccu m bed to c a m ara d erie . H e w an te d to

le t t h e t e a m m ak e t h e d ecis io n. B ut t h e id ea t h e t e a m c h ose w asn ’t t h e id ea

O sc a r w as m ost e x cit e d a b ou t. L ate r, a fte r t h e p ro to ty p in g a n d t e stin g w ere over, h e re verte d to h is no rm al m eth od of decis io n -m ak in g—a nd n ow

O str ic h C o w as c o m mit te d t o O sc a r’s u n te ste d i d ea .

S o w ho sc re w ed u p h ere ? It w asn ’t ju st O sc a r. It w as a ll o f u s in th e

sp rint , b eca u se w e le t h im c e d e h is a u th orit y .  e le sso n o f O str ic h C o is t o

m ak e h on est d ecis io n s . Y ou b ro u gh t y o u r D ecid er i nt o t h e s p rin t r o om f o r a

r e a so n, and rig h t no w, m ore th an at an y o th er m om en t, yo u n eed th e

D ecid er t o d o h er jo b.

O f c o u rs e , b eing th e D ecid er is n ’t e a sy. M an y o f th e sta rtu p C EO s w e

ta lk to fe el th e p re ssu re o f h av in g to m ak e th e rig h t d ecis io n s fo r th eir

c o m pani es a nd te a m s. I n th e s p rin t, th ose D ecid ers g et p le n ty o f d ecis io n -

m ak ing a ssis ta nc e. B etw een th e d eta ile d s k etc h es, th e c o lle ctiv e n ote s, a n d

th e ju st- c o m ple te d str a w p oll, th e D ecid ers sh ou ld h ave every th in g th ey

ne ed . 5. S up erv o te

 e s u p erv o te is th e u lt im ate d ecis io n . E ach D ecid er w ill g et th re e s p ecia l

vo te s (w it h th e D ecid er’s ini tia ls o n th em !) , a n d w hate ver th ey v o te fo r is

w hat y o u r t e a m w ill p ro to ty p e a n d t e st.

D ecid ers c a n ch oose id ea s th at w ere p op ula r in th e s tr a w p oll. O r th ey

ca n ch oose t o ig no re t h e s tr a w p oll.  ey c a n s p re ad o u t t h eir v o te s, o r p ut

th em a ll in one p la ce . B asic a ll y , t h e D ecid ers c a n d o w hate ver t h e h eck t h ey

w ant .

All th e sa m e, it ’s a g o od id ea to re m in d th e D ecid er o f th e lo n g-te rm

g o al and th e sp rint questio ns (w hic h sh ou ld still be on on e of yo u r

w hit e b oard s!) . F ina ll y , w hen th e D ecid er h as p la ce d h er v o te s, th e h ard est

c h oic e o f t h e w eek i s c o m ple te . I t’l l l o ok s o m eth in g l i k e t h is :

 e s k etc h es w it h s u p erv o te s o n th em (e ven ju st o n e!) a re th e w in ners .

Y ou’l l p la n yo u r pro to ty p e a ro u nd th ose id ea s a n d p ut th em to th e te st o n Frid ay. W e li k e t o r e a rr a ng e t h e s k etc h es o n t h e w all, s o t h at t h e s u p erv o te

w inne rs a re a ll t o geth er, l i k e t h is :

 e s k etc h es t h at d id n’t g et a n y s u p erv o te s a re n ’t w in n ers , b u t t h ey a re n ’t

l o se rs e it h er.  ey ’r e “ m ay b e-la te rs .” Y ou m ig h t in co rp ora te t h em w hen y o u

p la n yo u r p ro to ty p e o n W ed ne sd ay a fte rn oon , o r p erh ap s y o u’l l u se t h em in

y o u r ne xt s p rint .

It’s im porta nt to no te th at th is d ecis io n -m ak in g p ro ce ss is n ’t p erfe ct.

S om etim es, D ecid ers s c re w u p. S om etim es, g o od id ea s d on’t g et s e le cte d ( a t

le a st, no t in th e ﬁ rs t sp rint ). B ut th e “s tic k y d ecis io n”—i f n ot p erfe ct—i s

pre tt y g o o d a nd v ery s p eed y.  at s p eed h elp s w it h th e s p rin t’s la rg er g o al:

g etting re a l w orld d ata fro m F rid ay ’s te st. U lt im ate ly , it w ill b e th at d ata

th at l e ad s t o t h e b est d ecis io ns o f a ll.

• • • Afte r yo u r te a m has org ani zed th e w in n in g so lu tio n s, every o n e w ill

p ro b ab ly f e el r e li e ved —a fte r a ll, t h e b ig gest d ecis io n o f t h e s p rin t h as b een

m ad e. E very o ne w ill h ave h ad a ch an ce to b e h ea rd , an d every o n e w ill

u nd ers ta nd h ow t h e d ecis io n was r e ach ed . O n t o p o f t h at r e li e f, it ’s e x cit in g

to i d ent if y a nd s e e t h e b u ild ing b lo ck s o f y o u r p ro to ty p e.

B ut th ere is o ne m ore h it c h . S in ce e ach D ecid er g ets th re e v o te s, a n d

th ere are so m etim es tw o D ecid ers , th ere is b ou n d to b e m ore th an o n e

w inni ng s k etc h . S o w hat d o y o u d o if t h ose w in n in g s k etc h es c o n ﬂ ic t w it h

o ne ano th er? W hat d o yo u d o if th ose id ea s ca n ’t co ex is t in th e sa m e

pro to ty p e? I n th e ne xt c h ap te r, y o u’l l ﬁ nd o u t.

I. N am es a n d i d en tif y in g d eta ils c h an ged t o p ro te ct t h e i n noce n t. 11

R um ble

S te w art B utte rﬁ eld , S la ck ’s f o u n der a n d C EO , s tu d ie d a s k etc h c a lle d “ B ot

T ea m .” I t s h ow ed a ne w c u sto m er tr y in g o u t S la ck b y ta lk in g to a te a m o f

“b ots ” —c om pute r- c o nt ro lle d c h ara cte rs w ho c o u ld s e n d m essa g es a n d r e p ly

t o sim ple q uestio ns . S te w art no dded a n d sc ra tc h ed h is stu bbly c h in .  en

h e s tu ck h is ﬁ na l p ink s tic k er o n t h e p ag e, a n d t h e s u p erv o te w as c o m ple te .

S te w art to ld u s h e h ad a h unc h a b ou t “ B ot T ea m .” P ote n tia l c u sto m ers

h ad d iﬃ cu lt y im ag ini ng w hat it w ou ld b e li k e to u se S la ck a t w ork . W it h

th e s im ula tio n pro vid ed b y “ B ot T ea m ,” S te w art p re d ic te d t h ose c u sto m ers

w ou ld g et i t r ig h t a w ay.

S te w art is a re p ea t e nt re p re ne ur w ho is k n ow n fo r h av in g re a ll y g o od

h unc hes. H e’d f o llo w ed a h unc h t o c re a te S la ck a fte r t h e g am e G li t ch f a ile d

to c a tc h o n. A d eca d e e a rli e r, h e’d fo llo w ed a h un ch to c re a te th e p h oto

s h aring s e rv ic e F li c k r. N eed le ss to s a y, w hen S te w art s a id h e h ad a h un ch

a b ou t th e sk etc h c a lle d “ B ot T ea m ,” w e li s te n ed . S till, M erc i, th e p ro d uct

m ana ger, w orr ie d th at th e fa k e te a m m ig h t co n fu se cu sto m ers . N ot o n ly

t h at, s h e e stim ate d th at th e e ng in eerin g re q uir e d to im ple m en t it p ro p erly

c o u ld t a k e f o u r t o s ix m ont hs. Merc i h ad c re d ib ili t y , to o. S he w as a n e x p erie n ce d e n tr e p re n eu r, h av in g

sta rte d a s o ftw are c o m pan y o f h er o w n b efo re jo in in g S la ck . A nd a s h ead o f

th e p ro je ct, s h e w as a ls o a D ecid er f o r t h e s p rin t. H er s u p erv o te s h ad g o n e

to a no th er sk etc h : “  e T ena cio u s T ou r,” a so lu tio n th at e x p la in ed S la ck ’s

i nt erfa ce s te p -b y-ste p .

 is s u p erv o te c o nﬂ ic t p ose d a p ro b le m , b eca u se w e c o u ld n’t ﬁ gu re o u t

h ow to p ut “B ot T ea m ” a nd “ e T en acio u s T ou r” to geth er in th e sa m e

pro to ty p e. I t w ou ld b e w ay t o o m uch e x p la n atio n f o r o n e w eb sit e . W it h t w o

gre a t id ea s a nd no w ay t o c o m bin e t h em , t h ere w as o n ly o n e s e n sib le c o u rs e

o f a ctio n. I t w as t im e f o r a R um ble .

• • •

O n W ed ne sd ay m orni ng , y o u r t e a m w ill m ak e a S tic k y D ecis io n t o n arro w

d ow n to th e m ost p ro m is ing s k etc h es. B ut w hat if , li k e S la ck , y o u e n d u p

w it h t w o ( o r e ven th re e) w inni ng s k etc h es t h at c a n ’t c o ex is t? S in ce D ecid ers

g et th re e su p erv o te s, th is k ind o f co n ﬂ ic t h ap pen s a ll th e tim e. It m ig h t

so u nd l i k e a p ro b le m , b u t a ctu all y i t ’s a b on an za.

W hen yo u h ave tw o g o od , c o n ﬂ ic tin g id ea s, y o u d on’t h ave to c h oose

b etw een th em a t a ll. I ns te ad , y o u c a n p ro to ty p e b oth , a n d in F rid ay ’s te st,

y o u’l l be ab le to se e how each on e fa re s w it h yo u r cu sto m ers . You r

p ro to ty p es w ill b attle h ead -to -h ead , li k e p ro fe ssio n al w re stle rs w hack in g

each o th er w it h f o ld ing c h air s . W e c a ll t h is k in d o f t e st a R um ble .

A R um ble allo w s yo u r te a m to ex p lo re m ult ip le o p tio n s at o n ce . F or

S la ck , it m ea nt b u ild ing t w o p ro to ty p es: o n e f o r “  e T en acio u s T ou r” a n d

one f o r “ B ot T ea m .” M erc i a nd S te w art d id n’t h ave t o a rg u e, o r c o m pro m is e on a w ate re d -d ow n so lu tio n. W it h a s p rin t, t h ey c o u ld g et d ata in ju st ﬁ ve

d ay s—b efo re th ey m ad e a c o m mit m en t. (L ate r in th is b ook , w e’l l te ll y o u

w hose h unc h w as c o rre ct.)

O f co u rs e , it d oesn ’t alw ay s m ak e se n se to d o a R um ble . S om etim es,

th ere ’s ju st o ne w inni ng sk etc h . S om etim es, th ere a re m an y w in ners , b u t

th ey a ll ﬁ t to geth er. S av io k e’s w in n in g s o lu tio n s fo r th eir ro b ot p ers o n ali t y

—s ou nd eﬀ ects , su rv e y, and hap py dan ce —co uld all co ex is t in on e

pro to ty p e. W hic h w as l u ck y, b eca u se w e o n ly h ad o n e r o b ot.

I f y o u th ink y o u c a n co m bine y o u r w in n in g sk etc h es in to o n e p ro d uct,

d on’t b oth er w it h a R um ble . I ns te ad , p ut t h em t o geth er in to y o u r b est s h ot

at s o lv ing th e p ro b le m .  is a ll- in -o n e a p pro ach h as a d van ta g es, to o. Y ou r

p ro to ty p e w ill b e l o ng er a nd m ore d eta ile d . Rum ble o r a ll- in -o ne

If y o u h ave m ore th an one w in n in g so lu tio n , in vo lv e th e w hole te a m in a

sh ort d is c u ssio n ab ou t w heth er t o d o a R um ble o r c o m bin e t h e w in ners i n to

a s ing le p ro to ty p e. T yp ic a ll y , th is d ecis io n a b ou t fo rm at is e a sy. I f it ’s n ot,

y o u c a n alw ay s a sk t h e D ecid er t o m ak e t h e c a ll.

N ow , if y o u d ecid e t o d o a R um ble , y o u’l l h ave o n e m ore s m all p ro b le m .

If y o u sh ow y o u r c u sto m ers tw o p ro to ty p es o f th e sa m e p ro d uct, y o u ris k

so u nd ing li k e a n op to m etr is t: “ W hic h v ers io n d o y o u p re fe r? A , o r B ? A ?

O r B ?” I

L uck il y , t h e r e so lu tio n to t h is m urk y s it u atio n is e a sy, a n d e ven f u n : Y ou

get to cre a te so m e fa k e bra nd s. O nce yo u r pro to ty p es h ave th eir ow n

dis tinc t na mes a nd l o ok , c u sto m ers w ill b e a b le t o t e ll t h em a p art.

I n Sla ck ’s sp rint , w e d ecid ed to u se th e S la ck b ra n d fo r o n e p ro to ty p e,

b u t w e ne ed ed a f a k e na me f o r t h e o th er o n e. W e k n ew c u sto m ers w ou ld n’t

t a k e a p ro to ty p e s e rio u sly if it h ad a n am e li k e “A cm e” o r “ C lo w n P an ts .” I t

h ad to so u nd li k e a re a li s tic c o m petit o r to S la ck . A fte r th in kin g u p a fe w

o p tio ns , t h e t e a m c h ose “ G ath er” f o r t h e s e co n d p ro to ty p e.  at n am e w as

p erfe ct: I t w asn ’t a r e a l p ro d uct, b u t i t s o u n ded l i k e i t c o u ld b e.

B lu e B ottle C oﬀ ee fa ce d a sim ila r c h alle n ge w hen th ey te ste d d iﬀ ere n t

id ea s f o r t h eir o nl ine s to re .  ey n eed ed f a k e b ra n d n am es t h at s o u n ded l i k e

re a l co ﬀ ee co m pani es, and th ey ca m e up w it h “L in den A lle y C oﬀ ee,”

“ T ele sc o p e C oﬀ ee,” a nd “ P otting S hed C oﬀ ee.”

I n vent ing f a k e b ra nd s i s f u n, b u t i t ’s a ls o a p ote n tia l t im e w aste r. T o k eep

th e p ro ce ss s h ort, w e u se a n all- p urp ose b ra in sto rm s u bstit u te th at w e c a ll Note -a nd -V ote . H ere ’s h ow i t w ork s: Note -a n d -V ote

 ro u gh ou t th e sp rint , yo u’l l have tim es w hen yo u need to gath er

inf orm atio n or id ea s f ro m th e g ro u p a n d th en m ak e a d ecis io n .  e N ote -

a nd -V ote is a s h ortc u t. I t o nl y ta k es a b ou t te n m in ute s, a n d it w ork s g re a t

fo r e very th ing f ro m f a k e b ra nd n am es t o d ecid in g w here t o g et l u n ch .

1. G iv e e ach t e a m m em ber a p ie ce o f p ap er a n d a p en .

2. E very o ne t a k es th re e m in ute s a n d q u ie tly w rit e s d ow n i d ea s .

3. E very o ne t a k es tw o m in ute s t o s e lf - e d it h is o r h er li s t d ow n to t h e

best t w o o r t h re e i d ea s.

4. W rit e e ach p ers o n’s to p id ea s o n t h e w hit e b oard . I n a sp rint w it h

s e ven peo p le , y o u’l l h ave r o u gh ly ﬁ fte en t o t w en ty i d ea s i n a ll.

5. E very o ne t a k es tw o m in ute s a n d q u ie tly c h oose s h is o r h er f a vo rit e

id ea f ro m t h e w hit e b oard .

6. G oing a ro u nd th e ro om , e a ch p ers o n c a lls o u t h is o r h er fa vo rit e .

F or each “v o te ,” dra w a dot nex t to th e ch ose n id ea on th e

w hit e b oard .

7.  e D ecid er m ak es t h e ﬁ nal d ecis io n . A s a lw ay s, s h e c a n ch oose t o

fo llo w t h e v o te s o r no t. By lu nc htim e o n W ed ne sd ay, y o u w ill h ave d ecid ed w hic h s k etc h es h ave t h e

best c h anc e o f a ns wering y o u r s p rin t q uestio n s a n d h elp in g y o u r e ach y o u r

lo ng -te rm g o al. Y ou’l l a ls o d ecid e w heth er to c o m bin e t h ose w in nin g id ea s

int o o ne p ro to ty p e o r b u ild t w o o r t h re e a n d t e st t h em in a R um ble . N ex t,

it ’s tim e to tu rn all th ese d ecis io n s in to a p la n o f a ctio n so y o u c a n ﬁ nis h

y o u r p ro to ty p e i n tim e f o r F rid ay ’s t e st.

I. N ot t h at t h ere ’s a n yth in g w ro n g w it h o p to m etr is ts . W e l o ve o p to m etr is ts . 12

S to ry b oard

By W ed ne sd ay a fte rno on, y o u’l l b e a b le t o f e el F rid ay ’s t e st w it h c u sto m ers

lo om ing a h ead . B eca u se o f th e sh ort tim eli n e, it ’s te m ptin g to ju m p in to

p ro to ty p ing a s s o on as y o u’v e s e le cte d y o u r w in n in g id ea s. B ut if y o u s ta rt

p ro to ty p ing w it h ou t a p la n, y o u’l l g et b ogged d ow n b y sm all, u n an sw ere d

q uestio ns . P ie ce s w on’t ﬁ t t o geth er, a n d y o u r p ro to ty p e c o u ld f a ll a p art.

O n W ed ne sd ay a fte rno on, y o u’l l a n sw er t h ose s m all q uestio n s a n d m ak e

a pla n. Speciﬁ ca ll y , yo u’l l ta k e th e w in n in g sk etc h es an d str in g th em

to geth er int o a sto ry b oard .  is will be sim ila r to th e th re e-p an el

sto ry b oard s y o u sk etc h ed o n Tuesd ay, b u t it w ill b e lo n ger: a b ou t te n to

ﬁ fte en pane ls , a ll t ig h tly c o nne cte d i n to o n e c o h esiv e s to ry.

 is k ind o f lo n g-fo rm sto ry b oard in g is a co m mon p ra ctic e in m ovie

p ro d uctio n. P ix ar, th e ﬁ lm stu d io b eh in d m ovie s li k e T oy S to ry and e

In cr ed ib le s , sp end s mont hs getting th eir sto ry b oard s rig h t befo re co m mit ting to a ni m atio n. F or P ix ar, th e u p -fro n t e ﬀ ort m ak es se n se : It’s

m uch e a sie r t o c h ang e s to ry b oard s t h an t o r e -re n der a n im atio n o r r e -re co rd

v o ic e t r a ck s w it h s u p er- fa m ou s a cto rs .

S print s h ave a s h orte r t im eli ne a n d s m alle r s c a le t h an a P ix ar p ro d uctio n .

B ut s to ry b oard ing is s till w orth w hile . Y ou’l l u se y o u r s to ry b oard t o im ag in e

yo u r ﬁ nis hed p ro to ty p e, s o y o u c a n s p ot p ro b le m s a n d p oin ts o f c o n fu sio n

b efo re th e p ro to ty p e is b u ilt . B y ta k in g c a re o f th ose d ecis io n s u p fro n t,

y o u’l l b e f re e t o f o cu s o n  urs d ay.

S la ck ’s sto ry b oard sh ow ed h ow th eir p ro to ty p e w ou ld w ork , fo llo w in g

th e c u sto m ers a s t h ey r e ad a b ou t t h e t w o p ro d ucts ( S la ck a n d G ath er) in a

ne ws a rtic le , t h en cli c k ed t h ro u gh t o t h e w eb sit e s, a n d, h op efu ll y , s ig n ed u p

fo r t h e s e rv ic e . At a g la n ce , t h is s to ry b oard m ig h t lo ok li k e t h e w orld ’s m ost b orin g ( a n d

poorly d ra w n) c o m ic s tr ip . B ut f o r t h e S la ck t e a m , i t w as a m aste rp ie ce .  e

sto ry b oard c o nt aine d a ll o f o u r b est i d ea s, s tu ck t o geth er i n a s to ry w e c o u ld

a ll u nd ers ta nd , a nd w e h op ed it w ou ld m ak e s e n se t o c u sto m ers , t o o. W hen

w e l o ok ed a t t h e w hit e b oard , w e s a w t h is : When yo u’r e ﬁ ni sh ed , y o u r s to ry b oard w ill m ak e ju st a s m uch s e n se to

y o u r te a m a s S la ck ’s sto ry b oard d id to th em . N ex t, w e’l l d iv e rig h t in a n d

ta lk a b ou t h ow to m ak e o ne , a nd a s w e g o, w e’l l s h ow y o u h ow S la ck p ut

th eir s t o geth er.

F ir s t o f a ll, so m eb od y ne ed s to b e th e sto ry b oard “a rtis t.” W e p ut th e

w ord “ a rtis t ” in quote s b eca u se t h e jo b d oesn ’t r e q uir e a rtis tic t a le n t. I n t h is

c a se , t h e “ a rtis t ” is ju st s o m eo ne w illi n g t o w rit e o n t h e w hit e b oard a lo t. ( I t

m ig h t b e a no th er g o od t im e t o g iv e t h e F acili t a to r a b re a k .) Dra w a g rid

F ir s t, yo u ne ed a b ig g rid w it h aro u n d ﬁ fte en fra m es. D ra w a b u n ch o f

b oxe s o n a n e m pty w hit e b oard , e ach a b ou t th e s iz e o f t w o s h eets o f p ap er.

I f y o u h ave a h ard tim e d ra w in g lo n g s tr a ig h t li n es (a n d w ho d oesn ’t ) , u se

m ask ing t a p e i ns te ad o f a m ark er.

Y ou’l l s ta rt d ra w ing y o u r s to ry b oard in t h e t o p le ft b ox o f t h e g rid .  is

f ra m e w ill b e t h e ﬁ rs t m om ent t h at c u sto m ers e x p erie n ce o n F rid ay. S o . . .

w hat s h ou ld i t b e? W hat’s t h e b est o p en in g s c e n e f o r y o u r p ro to ty p e?

If y o u g et it r ig h t, th e o p eni ng s c e n e w ill b oost th e q uali t y o f y o u r te st.

 e r ig h t c o nt ex t c a n help c u sto m ers fo rg et th ey ’r e tr y in g a p ro to ty p e a n d

re act t o y o u r p ro d uct in a na tu ra l w ay —j ust a s if t h ey h ad c o m e a cro ss it o n

th eir o w n. If y o u’r e p ro to ty p ing a n a p p, sta rt in th e A pp S to re . If y o u’r e pro to ty p ing a ne w ce re a l box, sta rt on a gro ce ry sh elf . A nd if yo u’r e

p ro to ty p ing b u sine ss c o m muni ca tio n s o ftw are ?

In re a l li f e , S la ck w as g etting lo ts o f g re a t p re ss. M an y o f th eir n ew

cu sto m ers d is c o vere d th e se rv ic e b y re ad in g a n a rtic le a b ou t it . S o M erc i

su ggeste d w e u se a fa k e N ew Y ork T im es a rtic le fo r o u r o p eni ng s c e ne .  e

artic le c o u ld b e a b ou t “ ne w t r e nd s in o ﬃce s o ftw are ”—g iv in g u s t h e p erfe ct

o p portu ni ty t o int ro d uce o u r t w o p ro to ty p es, S la ck a n d G ath er. H ere ’s h ow

w e d re w i t o n th e s to ry b oard :

 e fa k e ne ws artic le is a use fu l op en in g sc e n e. W e use d th e sa m e

meth od in ou r s p rint w it h B lu e B ott le , w hen w e o p en ed w it h a ( fa k e) N ew

Y ork T im es a rtic le a b ou t t h re e ( fa k e) u p -a nd -c o m in g c o ﬀ ee c o m pan ie s.

B ut th ere are lo ts o f w ay s to o p en yo u r sto ry b oard . F la tir o n H ea lt h

w ond ere d i f e x is ting u se rs o f t h eir s o ftw are w ou ld c h an ge t h eir w ork ﬂ ow f o r

a ne w c li ni ca l- tr ia l to ol. A ne ws a rtic le w ou ld n’t h ave m ad e m uch se n se . Ins te ad , F la tir o n’s o p eni ng sc e ne w as a n em ail in box—t he p la ce re se a rc h

co ord ina to rs w ou ld r e ce iv e no tiﬁ ca tio n s f ro m t h e n ew s y ste m . F or S av io k e,

th e o p eni ng s c e ne w as c h eck ing in to a h ote l a n d fo rg ett in g a to oth bru sh .

 e tr ic k is to ta k e o ne o r tw o ste p s u p str e a m fro m th e b eg in n in g o f th e

actu al s o lu tio n yo u w ant t o t e st. Cho ose a n o p enin g s c e n e

H ow d o c u sto m ers ﬁ nd o u t y o u r c o m pan y e x is ts ? W here a re t h ey a n d w hat

a re th ey d oing ju st b efo re th ey u se yo u r p ro d uct? O ur fa vo rit e o p en in g

sc e ne s a re s im ple :

• W eb s e a rc h w it h y o u r w eb sit e ne stle d a m on g t h e r e su lt s

• M ag az in e w it h a n ad vertis e m ent f o r y o u r s e rv ic e

• S to re s h elf w it h y o u r p ro d uct s it ting b esid e i t s c o m petit o rs

• A pp S to re w it h y o u r a p p i n it

• N ew s a rtic le t h at m ent io ns y o u r s e rv ic e , a nd p ossib ly s o m e

co m petit o rs

• F ace b ook o r T w it te r f e ed w it h y o u r p ro d uct s h are d a m on g t h e o th er

p osts

 ere are o th er p ossib le o p eni ng sc e n es. Y ou r p ro to ty p e m ig h t b eg in

w it h a n every d ay ro u tine : a d octo r’s fo ld er o f p ap er re p orts , a n e n gin eer’s

e m ail inb ox, o r a t e ach er’s c la ssro om n ew sle tt e r. I f y o u’r e t e stin g a n ew k in d

of s to re , y o u m ig h t s ta rt t h e m om en t p eo p le e n te r t h e f ro n t d oor.

I t’s alm ost alw ay s a g o od id ea to p re se n t y o u r so lu tio n a lo n gsid e th e

co m petit io n . A s a m atte r o f fa ct, y o u c a n ask c u sto m ers to te st o u t y o u r

co m petit o rs ’ p ro d ucts o n Frid ay r ig h t a lo n gsid e y o u r o w n p ro to ty p e.

• • • Onc e yo u ch oose an op eni ng sc e n e, yo u o n ly h ave n in e h un dre d m ore

d ecis io ns t o m ak e b efo re y o u’r e d on e w it h y o u r s to ry b oard . J u st k id din g . . .

k ind o f.

S to ry b oard ing is a s im ple p ro ce ss, w it h a t o n o f t in y d ecis io n s a lo n g t h e

w ay.  ose tin y d ecis io ns c a n be tir in g, b u t re m em ber—y ou’r e d oin g y o u r

fu tu re se lf a fa vo r. E very d ecis io n y o u m ak e n ow is so m eth in g y o u w on’t

h ave t o t h ink a b ou t w hen yo u b u ild y o u r p ro to ty p es. Fill o ut t h e s to ry b oard

O nc e y o u’v e s e le cte d a n op eni ng s c e n e, t h e s to ry b oard “ a rtis t ” s h ou ld d ra w

it in th e ﬁ rs t fra m e (th e “a rtis t ” w ill b e sta n din g a t th e w hit e b oard w hile

e very o ne e ls e g ath ers a ro u nd ). F ro m th ere , y o u’l l b u ild o u t y o u r s to ry, o n e

fra m e a t a t im e, ju st li k e a c o m ic b ook . A s y o u g o, y o u’l l d is c u ss e ach s te p a s

a t e a m .

W hene ver p ossib le , u se t h e s tic k y n ote s f ro m y o u r w in n in g s k etc h es a n d

stic k th em o nt o th e w hit e b oard . W hen y o u c o m e to a g ap —a ste p in th e

sto ry no t a lr e ad y illu str a te d b y o n e o f th e s o lu tio n s k etc h es—d on’t ﬁ ll it in

u nl ess it ’s crit ic a l to te sting yo u r id ea . It’s ok ay if so m e parts of yo u r

p ro to ty p e d on’t w ork . Y ou c a n have b u tto n s th at d on’t fu n ctio n a n d m en u

it e m s t h at a re u n av aila b le . S urp ris in gly , t h ese “ d ead e n ds” a re g en era ll y e a sy

fo r c u sto m ers t o i g no re i n Frid ay ’s t e st.

I f y o u d ecid e th e g ap d oes ne ed to b e ﬁ lle d , tr y to u se s o m eth in g f ro m

yo u r “ m ay b e-la te r” s k etc h es, o r f ro m y o u r e x is tin g p ro d uct. A vo id in ven tin g

a ne w s o lu tio n on th e s p ot. C om in g u p w it h id ea s o n W ed n esd ay a fte rn oon

is n ’t a g o od u se o f tim e o r e ﬀ ort. Y ou w ill h ave to d o so m e d ra w in g, o f

co u rs e : ﬁlli ng in gap s w hen nece ssa ry an d ex p an din g on th e w in nin g

sk etc h es so th at y o u r p ro to ty p e w ill b e a b eli e vab le sto ry. R em em ber th at

th e d ra w ing d oesn ’t h ave to b e fa n cy. I f th e s c e n e h ap pen s o n s c re e n , d ra w

b u tto ns a nd w ord s a nd a li t tle a rro w c li c k in g. I f th e s c e n e h ap pen s in re a l

li f e , d ra w s tic k ﬁ gu re s a nd s p eech b u bble s.

M ak ing yo u r sto ry b oard w ill li k ely ta k e u p th e en tir e afte rn oon . T o

m ak e s u re y o u ﬁ ni sh b y 5 p.m ., f o llo w t h ese g u id eli n es: Work wi th wh at y ou hav e.

R esis t in vent ing ne w id ea s and ju st w ork w it h th e g o od id ea s yo u

alr e ad y c a m e u p w it h .

D on ’t w rit e t og eth er.

Y ou r sto ry b oard sh ou ld inc lu d e ro u gh head li n es an d im porta n t

ph ra se s, bu t don’t tr y to perfe ct yo u r w rit in g as a gro u p. G ro u p

co p yw rit ing is a re cip e fo r b la n d, m ea n derin g ju n k, n ot t o m ent io n

lo ts of w aste d tim e. Ins te ad , use th e w rit in g fro m yo u r so lu tio n

sk etc h es, o r ju st l e a ve i t u nt il  urs d ay.

I n clu de j u st e nou gh d eta il.

P ut eno ugh deta il in yo u r sto ry b oard so th at n ob od y h as to ask

q uestio ns li k e “ W hat h ap pens n ex t? ” o r “ W hat g o es h ere ?” w hen t h ey

are p ro to ty p ing o n  urs d ay. B ut d on’t g et to o sp eciﬁ c. Y ou d on’t

ne ed to p erfe ct e very fra m e o r ﬁ gu re o u t e very n uan ce . It’s o k ay to

s a y : “ W hoever b u ild s t h is t o m orro w c a n d ecid e t h at d eta il. ” A nd t h en

m ove o n.

 e D ecid er d ecid es.

S to ry b oard ing is d iﬃc ult beca u se yo u alr e ad y sp en t a lo t of yo u r

li m it e d d ecis io n -m ak ing e ne rg y in th e m orn in g. T o m ak e it e a sie r,

c o nt inu e to re ly o n th e D ecid er. I n th e S la ck s p rin t, B ra d en w as th e

“a rtis t ” d ra w ing t h e s to ry b oard , b u t M erc i m ad e t h e d ecis io n s. I t w as

ex tr a w ork f o r h er, b u t i t k ep t u s f a st a n d o p in io n ate d . You w on’t be ab le to ﬁt in every go od id ea an d still have a

sto ry b oard th at m ak es se ns e. A nd yo u ca n ’t sp en d all d ay arg u in g

ab ou t w hat to inc lu d e.  e D ecid er ca n ask fo r ad vic e o r d efe r to

e x p erts f o r s o m e p arts —b ut d on’t d is so lv e b ack i n to a d em ocra c y.

W hen in d ou bt, t ak e r is k s.

S om etim es y o u c a n ’t ﬁ t e very th in g in . R em em ber th at th e sp rin t is

g re a t fo r te sting ris k y so lu tio ns th at m ig h t h ave a h uge p ay o ﬀ . S o

yo u’l l h ave t o r e vers e t h e w ay y o u w ou ld n orm all y p rio rit iz e. I f a s m all

ﬁ x i s s o g o od a nd lo w -ris k t h at y o u’r e a lr e ad y p la n nin g t o b u ild i t n ex t

w eek , t h en se ein g it in a p ro to ty p e w on’t t e ach y o u m uch . S kip t h ose

e a sy w ins i n fa vo r o f b ig , b old b ets .

B lu e B ottle C oﬀ ee’s s t o ry b oa rd s h ow s a ll o f t h e c li c k s r eq u ir ed t o s e le ct a n d o rd er c o ﬀ ee b ea n s. Deta il f r o m S av io k e’s s t o ry b oa rd , sh ow in g t h e r o b ot d eli v er y a t t h e g u est ’s d oo r.

K eep t h e s tor y ﬁ fte en m in ute s or less .

M ak e s u re t h e w hole p ro to ty p e c a n b e t e ste d i n a b ou t ﬁ fte en m in ute s.

 at m ig h t s e em s h ort, e sp ecia ll y s in ce y o u r c u sto m er in te rv ie w s w ill

b e six ty m inu te s lo ng . B ut yo u’l l have to allo w tim e fo r yo u r

cu sto m ers t o t h ink a lo u d a nd a ns wer y o u r q uestio n s—n ot t o m en tio n

sta rting u p t h e int erv ie w a t t h e b eg in n in g a n d w in din g it d ow n a t t h e

end . F if te en minu te s w ill ta k e lo n ger th an ﬁfte en m in ute s. A nd

th ere ’s ano th er, p ra ctic a l re a so n fo r th is li m it . S tic k in g to ﬁ fte en

m inu te s w ill e ns ure t h at y o u f o cu s o n t h e m ost im porta n t s o lu tio n s—

a nd d on’t b it e o ﬀ m ore th an yo u c a n p ro to ty p e. (A ru le o f th um b:

E ach s to ry b oard f ra m e e q uals a b ou t o n e m in ute i n y o u r t e st.)

O nc e y o u’v e i nc orp ora te d a ll o f t h e w in n in g s k etc h es, t h e s to ry b oard w ill b e

co m ple te . A nd yo u’v e ﬁ ni sh ed w it h th e h ard est p art o f th e sp rin t.  e

decis io ns a re m ad e, t h e p la n fo r y o u r p ro to ty p e i s r e ad y, a n d W ed n esd ay i s a

w ra p . FA CIL IT A TO R N O TE S

Don’t D ra in t h e B atte ry

D ecis io ns ta k e w illp ow er, a nd y o u o n ly h ave s o m uch to s p en d e ach

d ay. Y ou c a n th ink o f w illp ow er li k e a b atte ry t h at s ta rts t h e m orn in g

ch arg ed b u t lo se s a sip w it h every d ecis io n (a p h en om en on ca lle d

“d ecis io n fa tig u e”). A s F acili t a to r, y o u’v e g o t t o m ak e s u re t h at c h arg e

la sts t ill 5 p.m .

W ed ne sd ay is o ne d ecis io n afte r a n oth er, a n d it ’s a ll to o e a sy to

d ra in th e batte ry. B y fo llo w in g th e S tic k y D ecis io n pro ce ss an d

ste ering th e te a m fro m in vent in g n ew id ea s, y o u sh ou ld b e a b le to

m ak e i t t o 5 p.m . w it h ou t r u nni ng o u t o f ju ic e .

B ut y o u’l l h ave t o b e m ind fu l. W atc h o u t f o r d is c u ssio n s t h at a re n ’t

d estine d f o r a q uic k r e so lu tio n. W hen y o u s p ot o n e, p ush it o n to t h e

D ecid er:

“  is is a g o od d is c u ssio n, b u t th ere ’s still a lo t to co ver to d ay.

L et’s h ave t h e D ecid er m ak e t h e c a ll s o w e c a n m ove o n .”

A nd :

“L et’s ju st t r u st t h e D ecid er o n th is o n e.”

S m alle r d eta ils —s uch as d esig n or w ord in g—c an b e p ush ed o ﬀ

u nt il  urs d ay :

“L et’s le a ve it u p to w hoever m ak es th is p art o f th e p ro to ty p e

to m orro w .” If an yo ne , even th e D ecid er him - or hers e lf , sta rts to in ven t

so lu tio ns o n th e s p ot, a sk t h at p ers o n t o w ait u n til a fte r t h e s p rin t t o

e x p lo re ne w i d ea s:

“ I t se em s li k e w e’r e c o m ing u p w it h n ew id ea s rig h t n ow .  ese

id ea s a re r e a ll y int ere sting , a nd I t h in k y o u s h ou ld m ak e n ote o f t h em

so t h ey d on’t g et lo st—b ut t o g et t h e s p rin t ﬁ nis h ed , w e h ave t o f o cu s

on th e g o od i d ea s w e a lr e ad y h ave.”

 at la st one is esp ecia ll y to u gh . N ob od y lo ves sta m pin g on

ins pir a tio n, a nd t h ose ne w id ea s m ig h t a p pea r s tr o n ger t h an t h e o n es

in yo u r sk etc h es. R em em ber th at m ost id ea s so u n d b ette r in th e

ab str a ct, s o t h ey m ay no t b e t h at g o od . B ut e ven if o n e o f t h ose n ew

id ea s is th e b est id ea ever, yo u d on’t h ave tim e to b ack u p in th e

pro ce ss.

Y ou r w in ni ng s k etc h es d ese rv e a c h an ce t o b e t e ste d . I f t h ose n ew

id ea s a nd im pro vem ent s a re tr u ly w orth w hile , th ey ’l l b e th ere n ex t

w eek . Thurs d ay On W ed n esd ay, y o u a n d y o u r t e a m c re a te d a s to ry b oard . O n

 urs d ay, y o u’l l a d op t a “fa k e i t” p h ilo so p h y t o t u rn t h at

sto ry b oard i n to a r e a li s tic p rot ot yp e. I n t h e n ex t c h ap te rs , w e’l l

e x p la in t h e m in dse t, s tr a te g y, a n d t o ols t h at m ak e i t p oss ib le t o

b u ild t h at p ro to ty p e i n ju st s e ven h ou rs . 13

F ake It

A sq uare -ja w ed co w boy sta nd s o u ts id e a sa lo on . H e ad ju sts h is h at an d

sq uint s acro ss th e dusty str e e t, w here ﬁve m en in bla ck su it s sit on

h ors e b ack , riﬂ es clu tc h ed in th eir han ds. F arth er dow n th e str e e t, th e

to w ns peo p le hud d le ne ar th e gen era l sto re . A tu m ble w eed blo w s by.

N ob od y s p ea k s, b u t e very b od y k n ow s:  ere ’s a b ou t to b e s o m e tr o u ble in

t h is t o w n.

If y o u’v e e ver w atc h ed a n old W este rn m ovie , y o u’r e p ro b ab ly fa m ili a r

w it h th is sc e ne . G ood g u ys in whit e h ats , b ad g u ys in b la ck , p le n ty o f

m elo d ra m a.  e t o w n is o fte n th e m ost r e a li s tic p art o f t h e ﬁ lm : c la p board

b u ild ing s, w ood en board w alk s, a n d s a lo on s w it h s w in gin g d oors .

O f co u rs e , th ose O ld W est sc e n es w ere n ever quit e as re a l as th ey

ap pea re d . S om etim es, th e d ir e cto r fo u n d a n e x is tin g lo ca tio n th at lo ok ed

a b ou t r ig h t: a n ab and one d g h ost to w n o r a p ic tu re sq ue I ta li a n v illa g e. B ut

m ost ﬁ lm s w ere sh ot o n a se t o n so m e H oll y w ood b ack lo t.  at sa lo on

b eh ind t h e c o w boy? J u st a f a ç ad e—a n e x te rio r w all w it h n oth in g b eh in d i t .

I t m ak es no d iﬀ ere nc e to th e a u d ie n ce . F or th e fe w m in ute s w e s e e th e

to w n, w e g et lo st in th e s to ry. I t a ll a p pea rs r e a l. W heth er it ’s a f a ç ad e o r a gh ost t o w n, t h e i llu sio n work s.

• • •

 urs d ay is a b ou t illu sio n. Y ou’v e g o t a n id ea f o r a g re a t s o lu tio n . I n ste ad o f

ta k ing w eek s, m ont hs, o r, h eck , even yea rs b u ild ing th at so lu tio n, yo u’r e

g o ing to fa k e it . I n one d ay, y o u’l l m ak e a p ro to ty p e th at a p pea rs re a l, ju st

li k e th at O ld W est fa ç ad e. A nd o n F rid ay, y o u r c u sto m ers —l ik e a m ovie

a u d ie nc e—w ill f o rg et t h eir s u rro u n din gs a n d ju st r e act.

F aç ad es are ea sie r to bu ild th an yo u m ig h t th in k. L et’s sa y yo u’r e

w ork ing o n a p ro je ct th at w ill ta k e a h un dre d d ay s. A nd le t’s sa y th at 90

p erc e nt r e a l is r e a l e no ugh t o t e st. S im ple m ath s a y s it ’l l t a k e n in ety d ay s t o

g et t o t h at 90 perc e nt r e a l l e vel, s o y o u s h ou ld b e r e ad y t o t e st i n a b ou t t h re e

m ont hs. B ut w e’v e fo u nd t h at if y o u o n ly b u ild a fa ç ad e, y o u c a n g et t o 90

p erc e nt o n day o ne .

“W hoa, p ard ne r,” y o u’r e th ink ing . A s o f  urs d ay m orn in g, y o u’l l h ave

no th ing b u t w hit e b oard d ra w ing s a n d p ap er s k etc h es. D o w e e x p ect y o u t o

c re a te a r e a li s tic p ro to ty p e i n ju st o n e d ay ? I sn ’t t h at i m possib le ? I t w ou ld b e

im possib le , e x ce p t th at y o u’v e a lr e ad y d on e th e d iﬃcu lt p art o n M on day,

T uesd ay, a nd W ed ne sd ay.  e s to ry b oard r e m oves a ll g u essw ork a b ou t w hat

to inc lu d e.  e s o lu tio n sk etc h es a re p ack ed w it h s p eciﬁ c te x t a n d d eta ils .

A nd yo u h ave th e p erfe ct te a m , w it h all th e rig h t sk ills to cre a te yo u r

p ro to ty p e. Sure , y o u c o u ld ta k e a lo ng er tim e to b u ild a m ore p erfe ct p ro to ty p e—

b u t d oin g so w ou ld o nl y slo w d ow n th e le a rn in g p ro ce ss.  at m ay n ot

m atte r if yo u’r e o n th e rig h t p ath , b u t le t’s fa ce it —n ot every id ea is a

w inne r. W heth er y o u’r e t a k ing a r is k o n a b old id ea , o r y o u’r e ju st no t s u re ,

it ’s b ette r to ﬁ nd o u t e a rly . W astin g tim e o n th e w ro n g th in g is a m ajo r

b u m mer.

B ut p erh ap s t h e b ig gest p ro b le m i s t h at t h e lo n ger y o u s p en d w ork in g o n

so m eth ing —w heth er it ’s a p ro to ty p e o r a re a l p ro d uct—t he m ore a tta ch ed yo u’l l b eco m e, a nd th e le ss li k ely y o u’l l b e to ta k e n eg ativ e te st re su lt s to

h ea rt. A fte r one d ay, yo u’r e re ce p tiv e to fe ed back . A fte r th re e m on th s,

y o u’r e c o m mit te d .

A t th e b eg inni ng, y o u’r e in th e s w eet s p ot o f a ll th ese c h arts (w hic h , to

b e fa ir , w e m ad e u p ). Y ou’r e no t a tta ch ed to y o u r id ea s y e t, s o if th ey d on’t

t e st w ell, y o u’l l b e ﬂ ex ib le e no ugh to ﬁ x o r c u t th em . Y ou’r e in th e p erfe ct

p osit io n to t a k e a d vant ag e o f t h at fa st c u rv e t o 90 perc e n t r e a l, i f y o u li m it

y o u rs e lv es to bu ild ing a fa ç ad e. N o p lu m bin g, n o w ir in g, n o str u ctu ra l

eng ine ering . J u st a f a ç ad e. The p ro to ty p e m in d se t

B uild ing a fa ç ad e m ay be unco mfo rta b le fo r yo u an d yo u r te a m . T o

pro to ty p e yo u r so lu tio n, yo u’l l n eed a te m pora ry ch an ge o f p h ilo so p h y:

fro m per fe ct to ju st e n ou gh , fro m lo n g- te r m q u ali t y to te m pora ry sim ula tio n .

W e c a ll th is p h ilo so p h y th e “p ro to ty p e m in dse t,” a n d it ’s m ad e u p o f fo u r

sim ple p rinc ip le s.

1. You Can P rot ot yp e An yth in g

 is s ta te m ent m ig h t s o u nd c o rn y, b u t h ere it is . Y ou h ave t o b eli e ve. I f y o u

go int o  urs d ay w it h o p tim is m a n d a c o n vic tio n t h at t h ere is so m e w ay t o

p ro to ty p e a nd te st y o u r p ro d uct, y o u w ill ﬁ nd a w ay. In th e n ex t c h ap te r,

w e’l l ta lk a b ou t sp eciﬁ c m eth od s fo r p ro to ty p in g h ard w are , so ftw are , a n d

se rv ic e s.  ose m eth od s m ay w ork fo r yo u , or yo u m ay have to be

re so u rc e fu l a nd in vent y o u r o w n. B ut if y o u sta y o p tim is tic a n d a d op t th e

pro to ty p e m ind se t, t h ere i s a lm ost a lw ay s a w ay.

2. P rot ot yp es Ar e D is p os abl e

Don’t p ro to ty p e a n yth ing y o u a re n ’t w illi n g t o t h ro w a w ay. R em em ber:  is

s o lu tio n mig h t no t w ork . S o d on’t g iv e in to th e te m pta tio n o f s p en din g a

fe w d ay s o r w eek s g etting yo u r p ro to ty p e re ad y. Y ou’l l h ave d im in is h in g

re tu rns o n th at e x tr a w ork , a nd a ll t h e w hile , y o u’l l b e f a lli n g d ee p er in lo ve

w it h a s o lu tio n th at c o u ld t u rn ou t t o b e a l o se r.

3. Bu ild J ust E nou gh to L ea rn , bu t N ot M ore e p ro to ty p e is m ea nt to a ns wer q uestio n s, so k eep it fo cu se d . Y ou d on’t

ne ed a fu ll y fu n ctio na l p ro d uct—y ou ju st n eed a re a l- lo ok in g fa ç ad e to

w hic h c u sto m ers c a n re act.

4.  e P rot ot yp e M ust Appe ar R ea l

T o get tr u stw orth y re su lt s in yo u r te st on Frid ay, yo u ca n ’t ask yo u r

cu sto m ers to u se th eir im ag ina tio n s. Y ou’v e g o t to sh ow th em so m eth in g

re a li s tic . I f y o u d o, t h eir r e actio ns w ill b e g en uin e.

H ow r e a l is r e a l e no ugh ? W hen y o u t e st y o u r p ro to ty p e o n F rid ay, y o u’l l

w ant y o u r c u sto m ers t o r e act na tu ra ll y a n d h on estly . S how t h em s o m eth in g

ﬂ im sy —a “ p ap er p ro to ty p e” m ad e u p o f d ra w in gs, o r a s im pli ﬁ ed w ir e fra m e

of y o u r d esig n—a nd t h e i llu sio n w ill b re a k .

O nc e th e illu sio n is bro k en, cu sto m ers sw it c h in to fe ed back m od e.

 ey ’l l t r y t o b e h elp fu l a nd t h ink u p s u ggestio n s. I n F rid ay ’s t e st, c u sto m er

rea ct io n s a re s o li d g o ld , b u t t h eir fe ed ba ck i s w orth p enni es o n th e d olla r. Gold ilo ck s q ualit y

 is d is tinc tio n betw een fe ed back a n d r e actio n i s c ru cia l. Y ou w an t t o c re a te

a p ro to ty p e th at e vo k es h one st r e actio n s f ro m y o u r c u sto m ers . Y ou w an t it

t o b e a s re a l a s p ossib le , w hile stic k in g to y o u r o n e-d ay tim eli n e. A s o u r

p artne r D ani el B urk a sa y s, th e id ea l pro to ty p e sh ou ld be “G old ilo ck s

q uali t y .” I f t h e q uali t y is t o o lo w , p eo p le w on’t b eli e ve t h e p ro to ty p e is a r e a l

p ro d uct. I f t h e q uali t y is t o o h ig h , y o u’l l b e w ork in g a ll n ig h t a n d y o u w on’t

ﬁ ni sh . Y ou ne ed G old ilo ck s q uali t y . N ot to o h ig h , n ot to o lo w , b u t ju st

rig h t. Of c o u rs e , “G old ilo ck s q uali t y ” lo ok s d iﬀ ere n t fo r e ach p ro d uct. N ex t,

w e’l l sh ow yo u so m e ex am ple s: ﬁ ve te a m s, p ro to ty p in g every th in g fro m

iP ad a p ps t o a m ed ic a l c li ni c. A s y o u r e ad t h eir s to rie s, y o u’l l s e e h ow e ach

te a m a p pli e s “ G old ilo ck s q uali t y ” a n d t h e p ro to ty p e m in dse t t o t h eir u n iq ue

ch alle ng e. W e’l l beg in wit h Fit S ta r, a co m pan y th at had to bu ild an

ela b ora te p ro to ty p e—a nd d o i t w it h ou t t h e m ost i m porta n t p ers o n . FIT STA R

Q uestio n : H ow c a n we e x p la in a ne w k ind o f ﬁ tn ess

so ftw are ?

F orm at: S im ula te d A pp S to re a nd i P ad a p p.

T ools : K ey no te ( p re se nt atio n so ftw are ), a ctin g, i P hon e

vid eo s, i P ad .

“P eo p le a re g etting t h e w ro ng id ea .  ey d ow nlo ad t h e a p p.  ey t r y it . B ut

th ey t h ink i t ’s s o m eth ing e ls e .”

M ik e M ase r s a t b ack in a p la stic c h air in o u r S an F ra n cis c o o ﬃc e.  e

brim o f h is b ase b all ca p w as sh re d ded fro m y e a rs o f w ea r, a n d h is p la id

lu m berja ck s h ir t w as f a d ed . N ot t h e lo ok w e’d e x p ecte d f o r a g u y w ho p alle d

a ro u nd w it h p ro fe ssio na l a th le te s a n d s p en t h alf h is t im e a t v id eo s h oots in

L os A ng ele s.

M ik e w as th e C EO of a sta rtu p ca lle d F it S ta r. In 2013 an d 2014,

F it S ta r’s iP ad a p ps w ou ld w in Apple ’s c o vete d B est o f th e Y ea r a w ard s. I n

th e A pp S to re , F it S ta r w ou ld r a n k a m on g t h e t o p o f t h e c h arts i n t h e h ea lt h

c a te g o ry, a nd in 2015, t h e ﬁ tne ss t e ch nolo g y c o m pan y F it b it w ou ld a cq uir e

th e s ta rtu p.

B ut t h is a fte rno on was b efo re a ll o f t h at, b ack in 2012, w hen n ob od y—

ex ce p t fo r M ik e and his co fo u n der, D ave G rija lv a—q uit e kn ew w hat

F it S ta r w as a ll a b ou t. G V h ad i n veste d i n t h e c o m pan y, a n d M ik e a n d D ave sp ent a w eek w it h u s.  e g o al o f o u r s p rin t: F in d a b ette r w ay to e x p la in

t h eir ne w a p p.

M ik e a n d D ave h ad a v is io n fo r b rin gin g p ers o n al ﬁ tn ess t r a in in g t o t h e

m asse s. P ers o nal t r a ine rs a re e x p en siv e a n d t r ic k y t o ﬁ t in to b u sy s c h ed ule s.

“ M ost p eo p le ju st c a n ’t d o it ,” s a id M ik e.  an ks to M ik e’s c o n nectio n s in

t h e e nt erta inm ent ind ustr y, F it S ta r h ad b ro u gh t o n t h e b est p ers o n al t r a in er

th ey c o u ld th ink o f: T on y G on zale z , a ﬁ tn ess g u ru a n d sta r p la y e r in th e

N atio na l F ootb all L ea g u e.  ey ’d ﬁ lm ed h un dre d s o f h ou rs o f T on y g iv in g

ins tr u ctio n fo r d iﬀ ere nt e x erc is e s, a t a ll k in ds o f a b ili t y le vels . A nd D ave—a

p ro gra m mer wit h a back gro u n d bu ild in g vid eo gam es—ha d cre a te d

a lg o rit h m s th at s tit c h ed to geth er v id eo c li p s o f T on y in to c u sto m w ork o u t

se ssio ns .

 ey h ad cre a te d an au to m ate d p ers o n al tr a in er. It co u ld ta ilo r each

w ork o u t s o it w as s u it e d to th e c u sto m er’s ﬁ tn ess le vel a n d g o als . A s h e o r

sh e p ro gre sse d , th e w ork o u ts w ou ld a d ap t a n d g et m ore d iﬃcu lt .  e a p p

h ad ju st la u nc hed , b u t F it S ta r w as w ait in g to p ro m ote it u n til th ey k n ew

cu sto m ers c o u ld u nd ers ta nd h ow i t w ork ed .

S o fa r, p eo p le w ere co nf use d .  e m essa g e ab ou t cu sto m iz atio n an d

pers o na li z ed t r a ini ng w asn ’t g ettin g t h ro u gh . M ost o f t h eir e a rly c u sto m ers

th ou gh t it w as ju st a w ork o u t v id eo , li k e th e o ld V H S ta p es a n d D VD s

haw ked o n te le vis io n. “O nc e yo u h ave th at m en ta l m od el, it ’s to u gh to

b re a k ,” s a id D ave.

B y W ed ne sd ay a fte rno on of th eir s p rin t, M ik e a n d D ave h ad a s la te o f

p ro m is ing id ea s fo r im pro ving th e in it ia l ex p erie n ce of th e iP ad ap p, every th ing fro m b ette r d esc rip tio n s in th e A pp S to re to n ew a n im atio n s

betw een ex erc is e s.

U nf ortu na te ly , M ik e’s f a vo rit e i d ea a p pea re d i m possib le t o p ro to ty p e. H e

want ed t o r e co rd v id eo s o f T on y G on zale z a sk in g t h e c u sto m er q uestio n s a s

h e o r s h e s e t u p t h e a p p. I n re a l li f e , w hen y o u s ta rt w ork in g w it h a p ers o n al

tr a ine r, t h e t r a ine r is r ig h t t h ere , t a lk in g w it h y o u . M ik e w as b ettin g t h at a

b ack -a nd -fo rth c o n vers a tio n wou ld g iv e F it S ta r th e o p portu n it y to e x p la in

—i n Ton y’s o w n word s— how c u sto m iz ed t h e s o ftw are c o u ld b e.

B ut T on y w asn ’t in th e s p rint w it h u s. H e w as o n th e o th er s id e o f th e

co u nt ry, pla y ing fo otb all fo r th e A tla n ta Falc o n s. Plu s, it w ou ld be

im possib le t o b u ild a ne w v ers io n o f t h e iP ad a p p in ju st o n e d ay. A nd e ven

if w e c o u ld , w e w ou ld ne ver b e a b le t o g et it la u n ch ed t o t h e A pp S to re in

t im e fo r F rid ay ’s te st. W e o nl y h ad o n e d ay b efo re th e c u sto m ers c a m e in ,

and a s e em ing ly i m possib le p ro to ty p e t o b u ild .

B ut a ll w e h ad to d o w as fa k e it . O n  urs d ay m orn in g, w e d iv vie d u p

th e p ro to ty p ing ta sk s. D ave gra b bed h is la p to p an d sta rte d w rit in g th e

sc rip t f o r T on y’s v id eo int ro d uctio n . M ik e v o lu n te ere d t o s ta n d in f o r T on y

as t h e o n- sc re en t a le nt . H e p ut o n s o m e w ork o u t c lo th es, s e t u p a n iP hon e

to r e co rd v id eo , a nd r e ad l i ne s f ro m t h e s c rip t.

W hat a b ou t t h e s o ftw are ? F it S ta r c o u ld n’t r e p ro gra m a n d r e -re le a se t h eir

i P ad a p p in tim e f o r t h e t e st. B ut w e d id n’t n eed a r e a l a p p. W e ju st n eed ed

so m eth ing th at lo o k ed li k e a re a l ap p. W e re m em bere d th at yo u ca n ru n

K ey no te (A pple ’s p re se nt atio n so ftw are , li k e P ow erP oin t) o n an iP ad . A

sli d esh ow r u nni ng f u ll- sc re en wou ld lo ok ju st li k e a n a p p. I t c o u ld e ven p la y

v id eo s. We d iv id ed t h e s to ry b oard int o s e ctio n s—o ne f o r e ach o f u s t o w ork o n .

 en, u sing b oth t h e s to ry b oard a n d t h e s o lu tio n s k etc h es a s o u r b lu ep rin t,

w e b u ilt th e p ro to ty p e, sc re en by sc re en . W e fo u n d a te m pla te k it o n li n e

w it h re a li s tic iP ad b u tto ns a nd ic o n s th at w e c o u ld c o p y o ver. W e a d ded

p h oto s and illu str a tio ns fro m th e actu al F it S ta r ap p to m ak e it m ore

re a li s tic . W e d ro p ped t h e v id eo s f ro m M ik e a n d D ave i n to t h e s li d es.

T o c o m ple te t h e illu sio n, w e a d ded s c re en sh ots f ro m t h e iP ad A pp S to re

to t h e b eg inni ng o f t h e s li d esh ow .  ese s c re en sh ots s h ow ed F it S ta r’s a p p i n

t h e h ea lt h c a te g o ry, a nd e ven sh ow ed th e in sta lla tio n p ro ce ss. W hen w e’d

ﬁ ni sh ed m ak ing all th e sli d es, Jo h n to ok o n th e jo b o f “s tit c h er”: g o in g

th ro u gh th e w hole d eck , m ak ing su re e very th in g lo ok ed co n sis te n t fro m

sli d e t o s li d e.

B y th e end o f th e d ay, it lo ok ed ju st li k e re a l so ftw are —e ven th ou gh

th ere w as n o so ftw are a t a ll. F it S ta r’s p ro to ty p e w as ju st li k e o n e o f th ose

O ld W est fa ç ad es:  e illu sio n on ly w ork ed fo r a fe w m in ute s, fro m a

ce rta in ang le . B ut t h at w as e no ugh t o a n sw er M ik e a n d D ave ’s b ig q uestio n

fo r th e sp rint : C an we b ette r ex p la in o u r ap p to n ew cu sto m ers ? A fte r

 urs d ay, F it S ta r w as r e ad y f o r t h eir t e st.

S om e s o lu tio ns w ork ed .  e v id eo s o f M ik e e x p la in in g t h e s o ftw are w ere

e ﬀ ectiv e. R ig h t a w ay, c u sto m ers c o u ld e x p la in th e a p p in th eir o w n w ord s

(“ K ind o f a n au to m ate d p ers o na l t r a in er”), a n d t h ey w ere w illi n g t o p ay f o r

it (“ C an I sig n up rig h t no w?”). O th er so lu tio n s fa ile d . A fte r th e

int ro d ucto ry c o n vers a tio n, th ere w as a c li p o f D ave w ea rin g a la b c o at. H e

int ro d uce d h im se lf a s “ D octo r A lg o R hyth m ” a n d w en t o n to e x p la in h ow

th e s o ftw are w as p ro gra m med . B ut b y t h at p oin t, c u sto m ers u n ders to od ( “ I get it .” ), and th ey w ere re ad y to ex erc is e .  ey fo u n d D octo r A lg o

u nne ce ssa ry a nd e ven ob no xio u s ( n o k n ock t o D ave ’s a ctin g).

F or F it S ta r, su cce ss in th e m ark et d ep en ded o n q uali t y . B ut in th eir

s p rint , su cce ss d ep end ed o nl y o n b ein g re a l en ou gh to an sw er th eir k ey

q uestio ns .  ey go t th e inf orm atio n th ey need ed to id en tif y th e rig h t

so lu tio ns —a nd s h ut d ow n th e w ro n g o n es—wi th a p ro to ty p e t h at o n ly t o ok

se ven hou rs t o b u ild . SLA CK

Q uestio n : W hat’s t h e b est w ay t o e x p la in Sla ck t o n on -

te ch c u sto m ers ?

F orm at: T w o c o m peting w eb sit e s w it h i nt era ctiv e

so ftw are .

T ools : K ey no te , I nV is io n (p ro to ty p ing s o ftw are ), t h e

re a l S la ck s o ftw are , a nd s o m e a ctin g.

S la ck h ad tw o co m peting id ea s to p ro to ty p e. F ir s t w as “ e T en acio u s

T ou r,” a s te p -b y-ste p e x p la na tio n o f th e s o ftw are . Ju st a s w it h B lu e B ottle

C oﬀ ee, th is id ea c o u ld b e fa k ed w it h a se rie s o f sli d es th at lo ok ed li k e a

w eb sit e . N o s w ea t.

B ut th e oth er id ea , “B ot T ea m ,” w as tr ic k y. It in vo lv ed a te a m of

co m pute r- c o nt ro lle d “ b ots ” w ho w ou ld s e n d m essa g es b ack a n d f o rth t o o n e

ano th er, a nd e ven re sp ond t o m essa g es t y p ed b y t h e u se r. T o b e r e a li s tic , t h e

bots sh ou ld re sp ond to a varie ty of questio n s an d co m men ts fro m th e

cu sto m er, a n ex p erie nc e i m possib le t o f a k e w it h s li d es.

M erc i h ad th e so lu tio n: W e co u ld p re te n d to b e co m pute r- c o n tr o lle d

ch ara cte rs o u rs e lv es. D uring t h e t e st, w e’d s e n d m essa g es t o t h e u se r, a n d—

li k e b ots —r ep ly in a no t- to o-int elli g en t w ay. O f c o u rs e , if th e id ea p ro ved

su cce ssfu l, S la ck w ou ld h ave t o w rit e c o m pute r s o ftw are t o c o n tr o l t h e b ots .

 ey c o u ld ne ver h ave t e a m s o f p eo p le s e n din g m essa g es t o e very c u sto m er who v is it e d t h eir w eb sit e .  ey ’d n eed a s ta ﬀ o f t h ou sa n ds, o r m illi o n s! B ut

fo r o u r t e st, f o r ju st ﬁ ve c u sto m ers , i t w ou ld w ork . FO UN DATIO N M ED IC IN E

Questio n : W hat e sse nt ia l i nf orm atio n do o n co lo gis ts n eed

to m ak e t r e a tm ent d ecis io ns ?

Form at: P ap er m ed ic a l r e p ort w it h ﬁ rs t p ag e o n ly .

T ools : K ey no te , r e a li s tic t e st d ata , p rint er.

E arli e r, y o u m et F la tir o n H ea lt h , a c o m pan y d ea li n g w it h t h e c o m ple x it ie s

o f getting ca nc er patie nt s int o cli n ic a l tr ia ls . B osto n -b ase d F ou n datio n

M ed ic ine , a no th er G V in vestm en t, w as w ork in g o n a d iﬀ ere n t p ro b le m in

c a nc er c a re : u sing D NA a na ly sis t o s u ggest p ossib le t r e a tm en ts f o r p atie n ts .

I n 2012, Fou nd atio n Med ic in e had develo p ed a te st ca lle d

F ou nd atio nO ne.  e c o m pan y’s la b c o u ld a n aly z e a s in gle t is su e s a m ple a n d

giv e d octo rs a re p ort o n every k n ow n g en om ic a lt e ra tio n a sso cia te d w it h

c a nc er, a lo ng w it h a l i s t o f p ote nt ia l t r e a tm en ts .

 e te st w as g ro u nd bre a k ing . F ou n datio n O ne’s d ia g n ostic s p ro vid ed a

w ea lt h o f i nf orm atio n, o fte n le ad in g t o s u rp ris in g t r e a tm en t o p tio n s. B ut a ll

t h at inf orm atio n pre se nt ed a c h alle n ge: I t c o u ld b e o verw helm in g, e ven to

e x p ert o nc olo gis ts . In th ose ea rly d ay s, th e F ou n datio n O ne re su lt s w ere

d eli v ere d o n pap er, a nd th e te a m a t F ou n datio n M ed ic in e w as d ete rm in ed

to m ak e t h ose s h eets o f p ap er a s e a sy t o u n ders ta n d a s p ossib le . S o t h ey r a n

a s p rint w it h u s t o t r y o u t s o m e n ew i d ea s.

 e t e a m decid ed t o f o cu s o n th e f ro n t p ag e o f t h e p ap er r e p ort. I t w as,

o f co u rs e , th e ﬁ rs t th ing a d octo r w ou ld se e w hen sh e re vie w ed th e te st re su lt s . B ut if th e d octo r w as in a h urr y —a nd o n co lo gis ts u su all y a re —i t

mig h t b e th e on ly p ag e sh e h ad tim e to p ro ce ss. F ou n datio n M ed ic in e

w ant ed t o d eli v er a s m uch i nf orm atio n a s p ossib le o n t h e t o p s h ee t.

I n ou r s p rint w it h F ou nd atio n M ed ic in e, w e h ad th re e c o m petin g id ea s

fo r t h e t e st r e p ort. T o im ple m ent t h ese id ea s w ou ld r e q uir e m ont hs o f w ork

in th e la b a nd a se rio u s q uali t y -a ssu ra n ce e ﬀ ort. A fte r a ll, m ed ic a l re p orts

h ave to b e 100 perc e nt a ccu ra te . B ut fo r o u r p ro to ty p e, w e o n ly n ee d ed to

le a rn whic h a p pro ach w as m ost p ro m is in g. W e d id n’t n eed t o m ee t t h e s a m e

accu ra c y sta nd ard s th at a p pli e d to th e re a l re p ort. A nd w e d id n’t n eed to

a lt e r a n yth ing a b ou t t h e la b a na ly sis it s e lf . A ll o f t h at c o u ld c o m e la te r. F or

no w, o u r q uestio n was a b ou t t h ose c ru cia l m in ute s a s t h e o n co lo gis t r e vie w s

th e f ro nt p ag e.

A s y o u m ig h t g u ess, w e u se d K ey n ote to m ock u p th e r e p orts . W e s p li t

i nt o th re e te a m s o f tw o. O n each te a m , o n e p ers o n w as re sp on sib le fo r

d esig ni ng a s li d e fo rm atte d to b e th e s a m e s iz e a s a n 8. 5- by-11 -in ch s h eet

o f p ap er. (A p ap er p ro to ty p e is a p pro p ria te w hen —a nd o n ly w hen —y ou r

ﬁ na l p ro d uct w ill a ls o b e m ad e o f p ap er.)  e o th er p ers o n w as r e sp on sib le

f o r m ak ing th e inf orm atio n—t he gen om ic data , th e re co m men ded

th era p ie s, a nd t h e r e st o f t h e o nc olo g y d eta ils —r ea li s tic a n d a ccu ra te .

If w e w ant ed h one st re actio ns fro m o n co lo gis ts , th e d ata h ad to lo ok

le g it im ate . O f c o u rs e , t e sting w it h r e a l p atie n t d ata w ou ld b e u n eth ic a l. B ut

F ou nd atio n M ed ic ine h ad so m e re a li s tic -b u t- n ot- re a l te st re su lt s o n h an d

th at th ey u se d int erna ll y . A nd th e s p rin t te a m in clu d ed e x p erts w ho c o u ld

m ak e u p m ore r e a li s tic d eta ils w hen n eed ed . By t h e e nd o f t h e d ay, w e h ad t h re e p ro to ty p e r e p orts . E ach w as ju st o n e

or t w o p ag es, p rint ed o u t f ro m K ey n ote , o n t o p o f a s ta ck o f p ag es f ro m a n

o ld , p re -sp rint r e p ort—a ne w f a ç ad e, w it h a n o ld v illa g e in t h e b ack gro u n d.

W hen Fou nd atio n M ed ic ine sh ow ed th e re p ort p ro to ty p es to o n co lo gis ts

d uring t h e t e st, t h ey l o ok ed ju st l i k e t h e r e a l t h in g. SA V IO KE

Q uestio n : H ow w ill h ote l g u ests r e act t o a r o b ot w it h

p ers o na li t y ?

F orm at: P hysic a l r o b ot w it h i P ad t o u ch s c re en .

T ools : K ey no te , s o u nd e ﬀ ects l i b ra ry, i P ad , r o b ot,

r e m ote c o nt ro l, h ote l r o om , a cting .

Sav io k e w as one of th e m ost co m ple x pro to ty p in g ch alle n ges w e’v e

enc ou nt ere d . W e w ere t e sting t h e R ela y r o b ot’s b eh av io r a n d p ers o n ali t y a s

it m ad e a d eli v ery : th e to u ch -sc re en in te ra ctio n o n th e ro b ot’s fa ce , it s

m ovem ent s, it s so u nd tr a ck o f b eep s a n d c h im es, a n d e ven th e tim in g a n d

sc rip t o f a n au to m ate d p h one c a ll.  at’s a lo t o f m ovin g p arts , a n d s o m e o f

th em w ere li t e ra lly m oving p arts .

W hen a te a m h as an ex tr a o rd in ary p ro to ty p in g ch alle n ge, th ey o fte n

h ave th e e x tr a o rd ina ry sk ills a n d to ols to m ak e it h ap pen . S av io k e a lr e ad y

h ad th e r o b ot, a nd m ost o f th e b eh av io rs a n d c o m pon en ts a lr e ad y w ork ed .

W e co u ld b u ild o u r p ro to ty p e o n to p o f w hat th ey alr e ad y h ad . It’s li k e

ﬁ lm ing a W este rn in a p ic tu re sq ue g h ost t o w n i n ste ad o f a b ack lo t.

H ow ever, t h ere w ere s till f o u r im porta n t e le m en ts f o r u s t o p ro to ty p e o n

 urs d ay. F ir s t w as th e ro b ot’s h ap py d an ce . W rit in g c o d e fo r th e p erfe ct

c h ore o gra p h y w ou ld t a k e t o o lo ng , s o C TO T essa L au a n d e n gin eer A lli s o n

T se d ecid ed t o u se r e m ote c o nt ro l in ste ad . O n  urs d ay, t h ey p ra ctic e d t h e deli v ery b y d riv ing th e R ela y r o b ot a ro u n d u sin g a P la y S ta tio n v id eo g am e

co nt ro lle r.

 e se co nd ch alle ng e w as th e ro b ot’s sc re en , bu t A dria n C an oso ,

S av io k e’s d esig n le ad , h ad th e an sw er. W e co u ld te m pora ril y re p la ce th e

ro b ot’s s c re en wit h a n iP ad m ini .  e r o b ot’s e ye s a n d s e vera l s im ple t o u ch -

sc re en int era ctio ns c o u ld b e f a k ed w it h a s e rie s o f s li d es.

N ex t, th e ro b ot ne ed ed a ne w so u n dtr a ck . A dria n h ad e x p erie n ce a s a

s o u nd d esig ne r. H e p ut o n a p air o f g ia n t h ead ph on es a n d w en t to w ork ,

u sing a l i b ra ry o f f re e s o u nd e ﬀ ects .

F ina ll y , w e ne ed ed to fa k e an au to m ate d p h on e ca ll w hen th e ro b ot

arr iv ed at th e gu est ro om . E ven tu all y , th is ca ll w ou ld be tr ig gere d by

so p h is tic a te d s o ftw are t h at t r a ck ed t h e r o b ot’s lo ca tio n . F or o u r t e st, A lli s o n

co u ld ju st w atc h t h e r o b ot, t h en duck o u t o f s ig h t a n d p la ce t h e c a ll h ers e lf .

S he ju st ne ed ed t o u se a s tilt e d v o ic e t h at so u n ded l i k e a r e co rd ing .

Now , m ost te a m s c a n ’t p ro to ty p e a w ork in g ro b ot in a sin gle d ay. B ut

m ost te a m s d on’t ne ed to —b eca u se th ey a re n ’t in th e ro b ot b u sin ess a t a ll.

W it h th e fu ll y o p era tio na l R ela y ro b ot, S av io k e h ad a fo u n datio n fo r th eir

p ro to ty p e.  ey ne ed ed t o m ak e s o m e c h alle n gin g a d dit io n s t o it , b u t t h ey

h ad a ll o f th e e ng ine ering a nd d esig n e x p ertis e re q uir e d to g et it d on e. B y

th e e nd o f t h e d ay, t h e r o b ot c o u ld d an ce , w his tle , a n d s m ile . ONE M ED IC A L G RO UP

Q uestio n : C an a d octo r’s o ﬃc e f o r p ro fe ssio n als a d ap t t o

fa m ili e s w it h k id s?

F orm at: A m ed ic a l c li ni c t h at’s o nl y o p en fo r o n e n ig h t.

T ools : D octo r’s o ﬃc e, m ed ic a l s ta ﬀ , b ana nas, c ra y o n s.

O ne M ed ic a l w as o ﬀ t o a g re a t s ta rt o n a b old m is sio n : t o o ﬀ er b ette r h ea lt h

c a re to e very o ne .  ey ’d e sta b li s h ed a n etw ork o f p rim ary c a re c li n ic s w it h

lo ca tio ns a cro ss th e U ni te d S ta te s—i n S an F ra n cis c o ; N ew Y ork ; B osto n ;

C hic a g o ; W ash ing to n, D .C .; Phoen ix ; an d Los Angele s. Sam e-d ay

a p point ment s, tr e a tm ent via m ob ile ap p, m ore tim e w it h patie n ts , an d

bea u tif u l o ﬃc e i nt erio rs h ad e a rn ed t h em t h ou sa n ds o f d ed ic a te d p atie n ts .

M ost o f t h ose c u sto m ers w ere y o u n g, t e ch -sa v vy p ro fe ssio n als —t he k in d

of fo lk s to w hom “ tr e a tm ent v ia m ob ile a p p” s o u n ds li k e a g o od id ea .  at

cu sto m er b ase w as g ro w ing fa st, b u t O ne M ed ic a l w an te d to o p en th eir

s e rv ic e u p to m ore k ind s o f p atie n ts . W it h p le n ty o f c u sto m ers s ta rtin g to

h ave c h ild re n, t h e c o m pan y ﬁ gu re d t h e s e n sib le n ex t s te p w as f a m il y c a re —

fo r t h e b ab ie s, c h ild re n, a nd t e en ag ers o f i t s e x is tin g p atie n ts .

O ne M ed ic a l h op ed to se rv e b oth fa m ili e s a n d g ro w n-u p s in th e sa m e

lo ca tio ns .  ey a lr e ad y h ad m an y p h ysic ia n s o n sta ﬀ w ho w ere tr a in ed in

f a m il y m ed ic ine . B ut b efo re th e ﬁ rs t o f th ese n ew cli n ic s o p en ed , th ey

w ant ed t o b e s u re p atie nt s w ou ld h ave a g re a t e x p erie n ce . How d o y o u p ro to ty p e a n ent ir e d octo r’s o ﬃc e? L ik e S av io k e a n d S la ck ,

O ne M ed ic a l b u ilt o n to p o f w hat th ey h ad . C hris W au gh , O ne M ed ic a l’s

v ic e p re sid ent o f d esig n, h atc h ed a p la n : F or o n e e ven in g, O ne M ed ic a l

w ou ld s im ula te a r e a l f a m il y c li n ic i n o n e o f t h eir e x is tin g o ﬃc es.

A t 6 p.m ., th e H ay e s V alle y o ﬃc e in S an F ra n cis c o clo se d it s d oors .

C hris a n d h is t e a m w ent t o w ork .  ey h ad s e vera l id ea s f o r s e ttin g u p t h e

oﬃc e so th at it w ou ld k eep it s so p h is tic a te d a e sth etic —po pula r w it h th e

gro w n- up s—w hile a d ding a p pea l f o r c h ild re n .

 ey b ro u gh t in cra y o ns a nd p ap er.  ey se t o u t b an an as, a p ple s, fru it

b ars , a nd c o co nu t w ate r.  ey a ls o h ad a t r e a su re c h est ﬁ lle d w it h t o ys, b u t,

no t w ant ing to m ak e th e lo b by fe el to o c h ild is h , th ey tu ck ed it b eh in d th e

desk . T w o fa m il y c a re p h ysic ia n s w ere o n -sit e , a n d t w o m ore O ne M ed ic a l

em plo ye es t o ok c h arg e o f t h e lo b by. E very o n e h ad a s c rip t t o f o llo w . I t w as

tim e f o r t h e p ro to ty p e.

 en th e c h ild re n sta rte d to a rr iv e. C hris h ad re cru it e d ﬁ ve fa m ili e s to

c o m e in fo r vis it s . R ig h t aw ay, th e te st ra n in to a b u m p—l it e ra ll y .  e

doorw ay a t t h e H ay e s V alle y c li n ic h ad a s m all le d ge t h at w as n av ig ab le b y

w heelc h air s b u t t r ic k y f o r s tr o lle rs . “ K id s w ere n ea rly b ou n cin g o u t o f t h eir

s e a ts ,” C hris s a id .

 e ne xt s u rp ris e w as h ow m uch w as in th ose s tr o lle rs . “ F am ili e s c o m e

pre p are d .  ey ’v e g o t to ys, th ey ’v e g o t ex tr a clo th es, th ey ’v e g o t sn ack s.

 ey bring sib li ng s, gra nd pare n ts , nan nie s.”  e lo b by, op tim iz ed fo r

ind iv id ual a d ult s , b eca m e c ro w ded .  e O ne M ed ic a l te a m re a li z ed th ey ’d

ne ed a s li g h tly d iﬀ ere nt l o b by d esig n f o r t h e f a m il y c li n ic . e O ne M ed ic a l te a m h ad a ls o u n dere stim ate d th e im porta n ce o f th e

fro nt d esk sta ﬀ . K id s w ere ne rv o u s a s th ey c a m e in .  e c li n ic w as a n ew

p la ce , and yo u ng ch ild re n ass o cia te th e docto r’s oﬃce wit h pain fu l

vaccina tio n sh ots . “W e lu ck ed o u t w it h o u r p ro to ty p e sta ﬀ . T ale en an d

R ach el [tw o o f O ne M ed ic a l’s o ﬃce m an ag ers ] sw it c h ed in to th is su p er-

w elc o m ing m od e, g re eting k id s, p uttin g t h em a t e a se . I t w asn ’t i n t h e s c rip t,

b u t i t s a ved t h e d ay.”

 e e x am ro om s p ro vid ed th eir o w n c h alle n ges. O ne M ed ic a l h as th eir

d octo rs s it b eh ind a d esk , e nc ou ra g in g a m ore n atu ra l c o n vers a tio n w it h t h e

patie nt th an th e u su al ex am b ed an d ro lli n g ch air . B ut w it h k id s in th e

ro om , t h e d esk b eca m e a n ob sta c le . “ E very th in g t h e k id s c o u ld t o u ch , t h ey

to u ch ed . E very d ra w er w as o p en ed .”

S till, th e k id s w ere h av ing fu n , so th e d esk s d id n’t se em li k e a h uge

p ro b le m .  en Chris a nd h is t e a m in te rv ie w ed t h e f a m ili e s. I t t u rn ed ou t i t

w as th e p are nt s—m ore th an th e k id s—w ho w ere b oth ere d b y th e ex am

ro om se tu p.  e p are nt s th em se lv es n eed ed re a ssu ra n ce fro m th e d octo r,

b u t th e ex am ro om ch ao s m ad e co m mun ic a tio n d iﬃcu lt . It w as a su btle

p oint , b u t c ru cia l f o r p utting p are n ts a t e a se . L uck il y , i t w as e a sy t o ﬁ x.

W hen One M ed ic a l o p ene d th eir ﬁ rs t fa m il y c li n ic a fe w m on th s la te r,

t h ey c o u ld se e b oth a d ult s a nd k id s in th e sa m e lo ca tio n , a n d th ey c o u ld

s ta ﬀ th e o ﬃc e w it h fa m il y m ed ic in e d octo rs f ro m th e O ne M ed ic a l te a m .

But th ere w as m ore ro om in th e lo b by, n o aw kw ard d esk s in th e ex am

ro om s—a nd no l e d ge i n th e d oorw ay. 14

P ro to ty p e

urs d ay is a b it d iﬀ ere nt f ro m o th er p arts o f t h e s p rin t. E very p ro to ty p e is

d iﬀ ere nt , so th ere ’s no e x act ste p -b y-ste p p ro ce ss w e c a n sh are . B ut a fte r

m ak ing h und re d s o f o u r o w n pro to ty p es, w e’v e c o m e u p w it h f o u r e x erc is e s

th at a lw ay s s e t u s o n th e r ig h t p ath :

1. P ic k t h e r ig h t t o ols

2. D iv id e a nd c o nq uer

3. S tit c h i t t o geth er

4. D o a t r ia l r u n

W e’l l e x p la in why e ach e x erc is e is im porta n t, a n d s h ow y o u h ow w e d o

each o ne .

Fir s t, w e ne ed to ta lk ab ou t yo u r to ols —t he o b je cts an d d evic e s yo u r

te a m u se s e very d ay, th e so ftw are a n d p ro ce sse s a n d m eth od s th ey u se to

c re a te h ig h -q uali t y ex p erie nc es fo r yo u r cu sto m ers . H ere ’s th e ch alle n ge:

Y ou p ro b ab ly c a n ’t u se t h em f o r y o u r p ro to ty p e. Sorr y. It d oesn ’t m atte r w heth er yo u w ork w it h d esig n ers , en gin eers ,

a rc h it e cts , m ark ete rs , o r o th er c re a tiv e p ro fe ssio n als —o r w heth er y o u r u n a

s to re , p ro vid e cli e nt se rv ic e s, o r b u ild p h ysic a l p ro d ucts .  ere ’s a g o od

ch anc e t h at y o u r t e a m ’s r e g u la r t o ols a re n ot t h e r ig h t t o ols f o r p ro to ty p ing .

 e t r o u ble w it h y o u r t e a m ’s r e g u la r t o ols i s t h at t h ey ’r e t o o p erfe ct—a nd

to o slo w . R em em ber: Y ou r p ro to ty p e is n ’t a re a l p ro d uct, it ju st n ee d s to

a p pea r r e a l. Y ou d on’t ne ed t o w orr y a b ou t s u p ply c h ain s, b ra n d g u id eli n es,

o r s a le s t r a ini ng . Y ou d on’t ne ed t o m ak e e very p ix el p erfe ct.

 e g o od ne ws is th at w e w ere in th is s a m e s it u atio n n ot lo n g a g o. A s

desig ne rs o f s o ftw are s u ch a s a p p s a n d w eb sit e s, w e w ere c o m fo rta b le w it h

to ols li k e Photo sh op and pro gra m min g la n gu ag es li k e H TM L an d

Ja v aS crip t. A nd th en we dis c o vere d K ey n ote . O rig in all y in te n ded fo r

m ak ing p re se nt atio n sli d es, K ey n ote is a p erfe ct p ro to ty p in g to ol. It h as

ea sy -to -u se la y o u t to ols , so y o u c a n q uic k ly m ak e th in gs lo ok p re tt y n ic e .

It’s o rg ani zed a ro u nd “s li d es,” w hic h a re a lo t li k e f ra m es in a sto ry b oard .

Y ou c a n put in te x t, li ne s, a nd sh ap es; p aste in p h oto s a n d o th er im ag es;

th en ad d cli c k ab le h ots p ots , ani m atio n , an d o th er in te ra ctiv it y . Y ou ca n

e ven dro p v id eo a nd a u d io i nt o K ey n ote w hen n ece ssa ry.

W e k no w it so u nd s cra z y, b u t w e’r e 90 perc e n t su re yo u sh ou ld u se

K ey no te to m ak e y o u r p ro to ty p e. H ow c a n w e s u ggest th at w hen w e d on’t

e ven kno w w hat y o u’r e p ro to ty p in g? G ood q uestio n . O f c o u rs e w e c a n ’t b e

co m ple te ly s u re —b ut in ou r 100+ sp rint s, K ey n ote h as o n ly c o m e u p s h ort a

h and fu l o f t im es.

(A nd ye s, if yo u’r e on Wind ow s, Pow erP oin t als o m ak es a ﬁne

pro to ty p ing to ol. I t’s no t q uit e a s n ic e a s K ey n ote , b u t a q uic k w eb s e a rc h will yie ld a nu mber o f te m pla te li b ra rie s yo u ca n u se to m ak e re a li s tic

p ro to ty p es i n Pow erP oint .)

G ra nt ed , m ost o f th e tim e, w e’r e p ro to ty p in g s o ftw are p ro d ucts su ch a s

ap ps or w eb sit e s. For th ese pro to ty p es, w e use K ey n ote to cre a te th e

ind iv id ual sc re en s. S om etim es, w e ru n th ose sli d e sh ow s fu ll sc re en , a n d

th at’s g o od e no ugh . S om etim es, w e u se sp ecia li z ed p ro to ty p in g so ftw are I

(y e s, t h ere is s u ch a t h ing !) t o s tr in g t h e s c re en s t o geth er a n d lo ad t h em in a

w eb b ro w se r o r o n a m ob ile p h on e.

B ut it ’s no t all so ftw are . You re ad on pag e 176 ab ou t Fou nd atio n

M ed ic ine , a c a nc er d ia g no stic s c o m pan y w hose p ro d uct is a p ap er m ed ic a l

re p ort. W e desig ne d th eir re p ort in K ey n ote , th en prin te d it ou t an d

sh ow ed it to onc olo gis ts . (A gain , t h is kin d of pap er pro to ty p e actu all y

m ak es s e ns e.)

F or p h ysic a l p ro d ucts , K ey no te w ill b e le ss u se fu l. Y ou m ay n eed to u se

3D p rin ting or m ak e m od iﬁ ca tio n s to yo u r ex is tin g pro d uct. B ut th en

a g ain, m an y h ard w are d evic e s h ave a s o ftw are in te rfa ce . R eca ll t h e s to ry o f

S av io k e, w here p art o f o u r p ro to ty p e in vo lv ed a tta ch in g a n iP ad to th eir

r o b ot. A nd w hat, yo u m ay ask , w as on th at iP ad ? K ey n ote .  e hit s

c o nt inu e.

P lu s, fo r m an y p h ysic a l- p ro d uct s p rin ts , y o u m ay n ot n eed to p ro to ty p e

th e p ro d uct a t a ll. O ne o f o u r fa vo rit e sh ortc u ts is th e B ro ch ure F aç ad e:

Ins te ad o f p ro to ty p ing t h e d evic e , p ro to ty p e t h e w eb sit e , v id eo , b ro ch ure , o r

sli d e d eck th at w ill b e u se d to se ll th e d evic e . A fte r all, m an y p urc h ase

d ecis io ns a re m ad e (o r a t le a st h ea v il y in fo rm ed ) o n li n e o r in a sa le s c a ll.

 is m ark eting m ate ria l w ill g iv e y o u a g re a t sta rt o n u n ders ta n din g h ow cu sto m ers w ill re act to th e p ro m is e o f yo u r p ro d uct—w hic h fe a tu re s are

im porta nt , w heth er t h e p ric e is r ig h t, a n d s o o n . A nd g u ess w hat: K ey n ote

is t h e p erfe ct t o ol f o r p ro to ty p in g t h at k in d o f m ark etin g.

W e’l l ad m it w e’r e no t ex p erts on h ow to p ro to ty p e ev er y th in g . A nd

Key no te is no t alw ay s th e perfe ct to ol, esp ecia ll y if yo u’r e w ork in g on

ind ustr ia l pro d ucts or in- pers o n se rv ic e s su ch as O ne M ed ic a l’s fa m il y

c li ni c. B ut w e h ave p ic k ed u p s o m e s h ortc u ts o ver t h e y e a rs . H ere ’s a q uic k

g u id e y o u c a n use t o p ic k t h e r ig h t t o ols . Pic k t h e r ig ht t o ols

I f y o u’r e no t s u re h ow t o b u ild y o u r p ro to ty p e, s ta rt h ere :

• I f i t ’s o n a sc re en ( w eb sit e , a p p, s o ftw are , e tc .) —u se K ey n ote ,

P ow erP oin t , o r a w eb sit e -b u ild ing t o ol l i k e S qu are sp ace .

• I f i t ’s o n p ap er ( r e p ort, b ro ch ure , ﬂ ye r, e tc .) —u se K ey n ote ,

P ow erP oin t , o r w ord p ro ce ssing s o ftw are l i k e M ic ro so ft W ord .

• I f i t ’s a se rv ic e ( c u sto m er s u p port, c li e nt s e rv ic e , m ed ic a l c a re , e tc .)

—w rit e a sc rip t a nd u se y o u r s p rint t e a m a s a cto rs .

• I f i t ’s a p h ysic a l s p ace ( s to re , o ﬃ ce l o b by, e tc .) —m od if y a n exi stin g

sp ace .

• I f i t ’s a n o b je ct ( p h ysic a l p ro d uct, m ach ine ry, e tc .) —m od if y a n

e xi stin g o b je ct, 3D p rin t a p ro to ty p e , o r p ro to ty p e t h e m ark etin g

using K ey no te o r P ow erP oint a n d p h oto s o r r e n derin gs o f t h e

ob je ct.

B uild ing a p ro to ty p e in one d ay so u n ds d au n tin g, b u t w hen yo u p ut

to geth er a d iv ers e s p rint t e a m y o u’l l h ave a ll t h e r ig h t e x p ertis e in t h e r o om .

Chanc es a re , a f e w p eo p le i n yo u r s p rin t w ill d o m ost o f t h e w ork , b u t w e’v e

fo u nd tim e a nd a g ain th at th ere ’s a r o le fo r e very o n e. O nce y o u’v e s e le cte d

yo u r t o ols , i t ’l l b e t im e t o a ssig n so m e jo b s. Div id e a n d c o nq uer

 e F acili t a to r s h ou ld h elp t h e s p rin t t e a m d iv vy u p t h ese jo b s:

• M ak ers ( 2 or m ore )

• S tit c h er ( 1)

• W rit e r ( 1)

• A sse t C olle cto r ( 1 or m ore )

• I nt erv ie w er ( 1)

M ak ers c re a te t h e ind iv id ual c o m pone nts ( s c re en s, p ag es, p ie ce s, a n d s o

o n) o f y o u r p ro to ty p e.  ese a re ty p ic a ll y d esig n ers o r e n gin eers , b u t th ey

co u ld inc lu d e an yo ne o n yo u r sp rin t te a m w ho li k es to fe el th e fo rc e o f

cre a tio n ﬂow t h ro u gh h is o r h er ﬁ ngers .

Y ou’l l w ant a t le a st tw o M ak ers o n  urs d ay. W e’v e to ld y o u s o m e w ild

s to rie s a b ou t ro b ots a nd m ed ic a l re p orts a n d v id eo s, b u t ju st re m em ber—

th e p eo p le o n yo u r t e a m p ro b ab ly a lr e ad y h ave t h e s k ills t o m ak e p ro to ty p es

fo r y o u r b u sine ss.

 e S tit c h er is re sp ons ib le fo r c o lle cting c o m pon en ts f ro m th e M ak ers

a nd c o mb ini ng t h em in a s e a m le ss f a sh io n .  is p ers o n is u su all y a d esig n er

o r e ng ine er, b u t c a n be a lm ost a n yo n e, d ep en din g o n th e fo rm at o f y o u r

p ro to ty p e.  e b est S tit c h er is d eta il- o rie n te d . H e o r s h e w ill p ro b ab ly g iv e

e very o ne so m e sty le g u id es to fo llo w in th e m orn in g, th en sta rt stit c h in g

afte r l u nc h a s t h e M ak ers c o m ple te t h eir c o m pon en ts .

E very sp rint te a m ne ed s a W rit e r , a nd it ’s o ne o f th e m ost im porta n t

ro le s. I n Chap te r 9 on p ag e 103 , w e ta lk ed a b ou t th e im porta nc e o f w ord s in yo u r s k etc h es. A nd e a rli e r i n th is c h ap te r w e t o ld y o u t h at y o u r p ro to ty p e

m ust ap pea r re a l. It’s im poss ib le to m ak e a re a li s tic pro to ty p e w it h

u nr ea li s tic t e x t.

A d ed ic a te d W rit e r b eco m es e x tr a im porta n t if y o u w ork in a s c ie n tiﬁ c,

te ch ni ca l, or oth er sp ecia li z ed in dustr y.  in k back to Fou n datio n

M ed ic ine ’s p ro to ty p e o f a c a nc er g en om ic s r e p ort: I t w ou ld h ave b een to u gh

fo r ju st a n yo ne to w rit e m ed ic a ll y re a li s tic te x t, so w e re li e d o n a p ro d uct

m ana ger w it h d om ain ex p ertis e t o a ct a s W rit e r d urin g t h e s p rin t.

Y ou’l l w ant at le a st one Asse t Co lle cto r on urs d ay. It’s no t a

gla m oro u s ro le (a lt h ou gh “a sse t co lle cto r” d oes so u n d g la m oro u s), b u t it ’s

o ne o f th e k ey s to ra p id p ro to ty p in g. Y ou r p ro to ty p e w ill li k ely in clu d e

ph oto s, ic o ns , o r s a m ple c o nt en t t h at y o u d on’t n eed t o m ak e f ro m s c ra tc h .

Y ou r A sse t C olle cto rs w ill sc o u r th e w eb , im ag e li b ra rie s, yo u r ow n

pro d ucts , and an y oth er co nc eiv ab le pla ce to ﬁ nd th ese ele m en ts .  is

s p eed s u p t h e w ork o f y o u r M ak ers , w ho d on’t h ave t o p au se a n d g o c o lle ct

e very b it a nd p ie ce t h ey ne ed f o r t h e p ro to ty p e.

F ina ll y , th ere ’s th e In te rv ie w er , w ho w ill u se th e ﬁ ni sh ed p ro to ty p e to

c o nd uct F rid ay ’s cu sto m er int erv ie w s. O n  urs d ay, h e sh ou ld w rit e an

int erv ie w sc rip t. (W e’l l g o int o d eta il a b ou t th e str u ctu re o f th is sc rip t in

C hap te r 16 on p ag e 201 .) It’s b est if th e Int erv ie w er d oesn ’t w ork o n th e

pro to ty p e.  is w ay, h e w on’t b e e m otio n all y in veste d in F rid ay ’s te st, a n d

w on’t b etr a y a n y h urt f e eli ng s o r g le e t o t h e c u sto m er.

A fte r a ssig ni ng r o le s, y o u s h ou ld a ls o d iv id e u p t h e s to ry b oard . L et’s s a y

y o u r sto ry b oard c a lls fo r a c u sto m er to se e a n a d , v is it y o u r w eb sit e , a n d dow nl oad y o u r a p p. Y ou c a n assig n o n e M ak er t o c re a te t h e a d , o n e t o m ock

u p t h e f a k e w eb sit e , a nd a t h ir d t o h an d le t h e a p p d ow nlo ad s c re e n s.

D on’t fo rg et th e op eni ng sc e n e—t he re a li s tic m om en t th at hap p en s

befo re t h e c e nt ra l e x p erie nc e b eg in s. B e s u re t o a ssig n a M ak er a n d a W rit e r

to y o u r o p eni ng sc e ne , ju st a s w it h e very o th er p art o f th e p ro to ty p e. F or

B lu e B ottle C oﬀ ee, t h e o p eni ng s c e n e w as a n a rtic le in t h e N ew Y ork T im es ,

a nd w e ne ed ed s o m eo ne to w rit e a p la u sib le a rtic le . ( W e’r e n ot u p fo r a n y

P uli t z ers , b u t f a k ing o ne s h ort a rtic le i s n ’t s o h ard .)

I t’s im porta nt t o g iv e y o u r o p eni ng s c e n e e n ou gh t im e t o b e c re d ib le a n d

se t th e sta g e. D on’t sp end h alf yo u r d ay w ork in g o n it , b u t d o m ak e it

b eli e vab le .

A s ind iv id ual s e ctio ns o f t h e p ro to ty p e n ea r c o m ple tio n , t h e S tit c h er m oves

in. I t’s th e S tit c h er’s jo b to m ak e th e p ro to ty p e c o n sis te n t f ro m b eg in nin g

to e nd —a nd e ns ure t h at e very s te p i s a s r e a li s tic a s p ossib le .

In Fit S ta r’s sp rint , Jo h n was th e S tit c h er. T o en su re co n sis te n cy, h e

paste d e very o ne ’s K ey no te sli d es in to th e sa m e ﬁ le , a n d th en tw ea k ed th e

fo nt s a nd c o lo rs s o t h at t h e s li d es a p pea re d t o b e o n e s e a m le ss a p p. T o t u rn

u p t h e r e a li s m , h e a d ded d eta il t o t h e s ig n -u p s c re en , a d din g a s li d e w it h a

s c re ens hot o f th e iP ad ’s o n- sc re en k ey b oard , to m ak e it lo ok a s th ou gh th e

use r w as r e a ll y t y p ing . Stit c h it t o g eth er

You r S tit c h er w ill m ak e s u re d ate s, t im es, n am es, a n d o th er f a k e c o n te n t a re

c o ns is te nt th ro u gh ou t th e p ro to ty p e. D on’t m en tio n Ja n e S m it h in on e

pla ce and Ja ne S m oot in th e o th er. L ook fo r ty p os an d ﬁ x an y o b vio u s

erro rs . S m all m is ta k es c a n re m in d c u sto m ers t h at t h ey a re lo ok in g a t a f a k e

p ro d uct.

 e S tit c h er’s jo b ca n ta k e m an y fo rm s, bu t n o m atte r w hat yo u’r e

p ro to ty p ing , it ’s a c rit ic a l r o le . W hen y o u d iv id e w ork , it ’s e a sy t o lo se t r a ck

o f t h e w hole .  e S tit c h er w ill b e o n t h e h ook t o k eep e very th in g t ig h t. H e

may w ant to c h eck o n pro gre ss th ro u gh ou t th e d ay, to se e if th e v ario u s

p arts o f t h e p ro to ty p e lo ok c o h ere n t. A nd a t t h e e n d, t h e S tit c h er s h ou ld n’t

h esit a te t o a sk t h e r e st o f t h e t e a m t o h elp o u t i f m ore w ork i s n eed ed . Tria l r u n

W e li k e t o d o o u r t r ia l r u n aro u nd 3 p.m ., s o t h at w e s till h ave e n ou gh t im e

to ﬁ x m is ta k es a nd p atc h a n y h ole s w e ﬁ nd in t h e p ro to ty p e. H ave e very o n e

pau se w ork a nd g ath er a ro u nd , a n d th en a sk th e S tit c h er to w alk th ro u gh

th e e nt ir e p ro to ty p e, na rr a ting a s h e g o es.

A s y o u g o, y o u s h ou ld d ou ble -c h eck a g ain st t h e s to ry b oard t o m ak e su re

e very th ing m ad e it int o th e p ro to ty p e.  e tr ia l r u n is a ls o a g re a t tim e to

r e vis it y o u r s p rin t q uestio ns . I t’s o n e la st c h eck t o m ak e s u re y o u r p ro to ty p e

w ill h elp y o u g et a ns wers .

 e p rim ary a u d ie nc e fo r th e tr ia l ru n is th e In te rv ie w er, w ho w ill b e

ta lk ing w it h c u sto m ers o n Frid ay.  e I n te rv ie w er n eed s t o b e f a m ili a r w it h

th e p ro to ty p e a nd th e sp rint q uestio n s so h e c a n g et th e m ost o u t o f th e

int erv ie w s. ( W e’l l e x p la in how t o r u n t h ese in te rv ie w s in t h e n ex t c h ap te r.)

B ut t h e w hole t e a m w ill b ene ﬁt f ro m w atc h in g t h e t r ia l r u n . I f t h e D ecid er

is n ’t a fu ll- tim e p artic ip ant in th e sp rin t, n ow is a n oth er g o od tim e fo r a

c a m eo a p pea ra nc e.  e D ecid er c a n m ak e s u re e very th in g m atc h es w hat s h e

w as e x p ecting .

• • •

I n ou r no rm al w ork r o u tine s, t h ere a re f e w d ay s w here w e b eg in w it h a b ig

t a sk , fo llo w a p re cis e p la n of a ctio n , a n d e n d th e d ay ﬁ nis h ed .  urs d ay is

t h at k in d o f d ay, a nd it ’s p re tt y d arn s a tis fy in g. W hen y o u’r e ﬁ nis h ed w it h

y o u r p ro to ty p e, d on’t b e s u rp ris e d if y o u s ta rt t o w on der w hen y o u c a n d o it

a g ain. I. S oftw are ch an ges fa st, so ch eck ou t th esp rin tb ook .c o m fo r li n ks to th e la te st an d gre a te st

p ro to ty p in g t o ols . Frid ay Sprin ts b eg in w it h a b ig c h alle n ge, a n e x ce lle n t t e a m —a nd n ot

m uch e ls e . B y F rid ay o f y o u r s p rin t w eek , y o u’v e c re a te d p ro m is in g

so lu tio n s, c h ose n t h e b est, a n d b u ilt a r e a li s tic p ro to ty p e.  at

a lo n e w ou ld m ak e f o r a n i m pre ssiv ely p ro d uctiv e w eek . B ut F rid ay,

y o u’l l t a k e i t o n e s te p f u rth er a s y o u in te rv ie w c u sto m ers a n d le a rn

b y w atc h in g t h em r e act t o y o u r p ro to ty p e.  is t e st m ak es t h e

en tir e s p rin t w orth w hile : A t t h e e n d o f t h e d ay, y o u’l l k n ow h ow f a r

yo u h ave t o g o, a n d y o u’l l k n ow ju st w hat t o d o n ex t. 15

S m all D ata

O ne A ugu st eveni ng in 1996, a p ubli s h er n am ed N ig el N ew to n le ft h is

o ﬃc e in L ond on’s S oh o d is tr ic t an d h ead ed h om e, ca rr y in g a sta ck of

p ap ers . A m ong th em w ere ﬁ ft y sa m ple p ag es fro m a b ook h e n eed ed to

r e vie w , b u t N ew to n did n’t h ave h ig h h op es fo r it .  e m an usc rip t h ad

a lr e ad y b een re je cte d b y e ig h t o th er p ubli s h ers .

N ew to n did n’t re ad th e sa m ple p ag es th at e ven in g. In ste ad , h e h an ded

th em o ver t o h is e ig h t- y e a r- o ld d au gh te r, A li c e .

A li c e re ad th em . A bou t a n hou r la te r, s h e re tu rn ed f ro m h er ro om , h er

fa ce g lo w ing w it h e x cit e m ent . “ D ad ,” s h e s a id , “ th is is s o m uch b ette r t h an

a n yth ing e ls e .”

S he w ou ld n’t s to p ta lk ing a b ou t th e b ook . S he w an te d to ﬁ nis h re ad in g

it , and sh e p este re d h er fa th er—f or m on th s—u ntil h e tr a ck ed d ow n th e

re st. E vent uall y , sp urre d b y h is d au gh te r’s in sis te n ce , N ew to n sig n ed th e

au th or to a m od est c o nt ra ct a n d p rin te d ﬁ ve h un dre d c o p ie s.  at b ook ,

w hic h b are ly m ad e it to th e p ubli c , w as H arr y P otte r a n d th e P hilo so p h er ’s

S to n e .I You k no w th e r e st o f th e s to ry. T od ay, th ere a re h un dre d s o f m illi o n s o f

H arr y P otte r b ook s in print w orld w id e. H ow d id p ubli s h ers g et it s o w ro n g?

E ig h t e x p erts in c h ild re n ’s p ubli s h in g tu rn ed H arr y P otte r d ow n—a nd th e

ni nt h, N ew to n, o nl y p rint ed ﬁ ve h un dre d c o p ie s. B ut A li c e , a n e ig h t- y e a r-

o ld , k ne w r ig h t a w ay t h at i t w as “ s o m uch b ett e r t h an a n yth in g e ls e .”

A li c e d id n’t a na ly z e H arr y P otte r ’s p ote nt ia l. S he d id n’t t h ink a b ou t c o ver

a rt, d is tr ib u tio n, m ovie r ig h ts , o r a t h em e p ark . S he ju st r e acte d t o w hat s h e

re ad .  ose g ro w n- up s t r ie d t o p re d ic t w hat c h ild re n w ou ld t h in k, a n d t h ey

w ere w ro ng . A li c e g o t i t r ig h t b eca u se s h e a ctu all y w as a k id . A nd h er f a th er

w as s m art e no ugh t o l i s te n.

• • •

W hen Nig el N ew to n sh ow ed A li c e th e H arr y P otte r m anu sc rip t, h e g o t a

g li m pse int o t h e f u tu re . H e s a w a t a rg et r e ad er r e act t o t h e b ook b efo re h e’d

c o m mit te d t o p rint ing a s ing le c o p y. O n F rid ay o f y o u r s p rin t, y o u a n d y o u r

te a m w ill ex p erie nc e th at sa m e kin d of tim e w arp . Y ou’l l w atc h ta rg et

cu sto m ers re act to yo u r ne w id ea s—b efo re yo u’v e m ad e th e ex p en siv e

co m mit m ent t o l a u nc h t h em .

H ere ’s how Frid ay work s: O ne pers o n fro m yo u r te a m acts as

Int erv ie w er. H e’l l int erv ie w ﬁ ve o f yo u r ta rg et cu sto m ers , o n e a t a tim e.

H e’l l le t e ach o f th em tr y to c o m ple te a ta sk w it h th e p ro to ty p e a n d a sk a

fe w q uestio ns to u nd ers ta nd w hat th ey ’r e th in kin g a s th ey in te ra ct w it h it .

M ea n w hile , in ano th er r o om , t h e r e st o f t h e t e a m w ill w atc h a v id eo s tr e a m

o f t h e i nt erv ie w a nd m ak e no te o f t h e c u sto m ers ’ r e actio n s. e F it S ta r t e a m w atch es c u st o m er s u se t h eir p ro to ty p e f o r t h e ﬁ rst t im e.

 ese int erv ie w s a re a n em otio n al ro lle r co aste r. W hen cu sto m ers g et

co nf use d b y y o u r p ro to ty p e, y o u’l l b e fru str a te d . If th ey d on’t ca re a b ou t

yo u r ne w id ea s, y o u’l l b e d is a p poin te d . B ut w hen th ey c o m ple te a d iﬃc ult

t a sk , u nd ers ta nd s o m eth ing y o u’v e b een tr y in g to e x p la in fo r m on th s, o r if

t h ey p ic k y o u r s o lu tio n over t h e c o m petit io n —y ou w ill b e e la te d . A fte r ﬁ ve

int erv ie w s, t h e p atte rns w ill b e e a sy t o s p ot.

N ow , w e k no w th at th e id ea o f te stin g w it h su ch a sm all sa m ple is

u ns ettli ng t o s o m e fo lk s. I s t a lk in g t o ju st ﬁ ve c u sto m ers w orth w hile ? W ill

t h e ﬁ nd ing s b e m ea ni ng fu l?

E arli e r in th e w eek , y o u re cru it e d a n d c a re fu ll y s e le cte d p artic ip an ts fo r

yo u r te st w ho m atc h th e p ro ﬁ le o f y o u r ta rg et c u sto m er. B eca u se y o u’l l b e

ta lk ing to th e rig h t p eo p le , w e’r e co n vin ce d y o u c a n tr u st w hat th ey sa y.

A nd w e’r e a ls o c o n vinc ed t h at y o u c a n l e a rn p le n ty f ro m ju st ﬁ ve o f t h em . Fiv e is t h e m ag ic n um ber

Ja k o b N ie ls e n is a u se r r e se a rc h e x p ert. B ack in t h e 1990s , h e p io n ee re d t h e

ﬁ eld o f w eb sit e u sa b ili t y (th e stu d y o f h ow to d esig n w eb sit e s th at m ak e

se ns e to peo p le ). O ver th e co u rs e of his ca re er, N ie ls e n has overs e e n

th ou sa nd s o f c u sto m er int erv ie w s, a n d a t so m e p oin t h e w on dere d : H ow

m an y i nt erv ie w s d oes i t t a k e t o s p ot t h e m ost i m porta n t p atte rn s?

S o N ie ls e n ana ly z ed eig h ty -th re e of his ow n pro d uct stu d ie s. II H e

plo tte d h ow m an y p ro b le m s w ere d is c o vere d a fte r te n in te rv ie w s, tw en ty

int erv ie w s, a nd so o n.  e re su lt s w ere b oth c o n sis te n t a n d su rp ris in g: 85

p erc e nt o f t h e p ro b le m s w ere o b se rv ed a fte r ju st ﬁ ve p eo p le .

T esting w it h m ore p eo p le d id n’t le ad to m an y m ore in sig h ts —j ust a lo t

m ore work . “ e nu mber of ﬁndin gs quic k ly re ach es th e poin t of

d im ini sh ing r e tu rns ,” N ie ls e n co n clu d ed . “  ere ’s li t tle a d dit io n al b en eﬁ t t o ru nni ng m ore th an ﬁve p eo p le th ro u gh th e sa m e stu d y; R O I d ro p s li k e a

sto ne .” Ins te ad o f in vesting a gre a t d ea l m ore tim e to ﬁ nd th e la st 15

p erc e nt , N ie ls e n re a li z ed h e c o u ld ju st ﬁ x t h e 85 perc e n t a n d t e st a g ain .

W e’v e se en th e sa m e p h eno men on in o u r o w n te sts . B y th e tim e w e

ob se rv e t h e ﬁ fth c u sto m er, w e’r e ju st c o n ﬁ rm in g p atte rn s t h at s h ow ed u p in

t h e ﬁ rs t fo u r in te rv ie w s. W e tr ie d te stin g w it h m ore cu sto m ers , b u t as

N ie ls e n sa y s, i t ju st w asn ’t w orth i t .

R em em ber th e d oor fra m e in One M ed ic a l’s p ro to ty p e fa m il y cli n ic ?

A fte r s e eing t w o c h ild re n ne arly b ou n ce o u t o f t h eir s tr o lle rs a s t h ey r o lle d

int o th e o ﬃc e, th e p ro b le m w as o b vio u s.  e te a m d id n’t n eed to g ath er a

th ou sa nd d ata p oint s b efo re t h ey ﬁ xed it .  e s a m e t h in g w it h c ro w din g in

t h e lo b by a nd d esk s in th e e x am ro om . W hen tw o o r th re e p eo p le o u t o f

ﬁ ve h ave th e sa m e str o ng re actio n —po sit iv e o r n eg ativ e—y ou sh ou ld p ay

a tte nt io n.

 e nu mber ﬁ ve a ls o h ap pens t o b e v ery c o n ven ie n t. Y ou c a n ﬁ t ﬁ ve o n e-

h ou r int erv ie w s int o a s ing le d ay, w it h t im e f o r a s h ort b re a k b etw een e ach

o ne a nd a t e a m d eb rie f a t t h e e n d:

9: 00 a .m . In te rv ie w #1

10: 00 Bre a k

10: 30 In te rv ie w #2

11: 30 Early l u nc h

12: 30 p .m . In te rv ie w #3

1: 30 Bre a k

2: 00 In te rv ie w #4 3:00 Bre a k

3: 30 In te rv ie w #5

4: 30 D eb rie f

 is c o n dens ed s c h ed ule a llo w s th e w hole t e a m to w atc h th e in te rv ie w s

to geth er, a nd a na ly z e t h em ﬁ rs th an d.  is m ea n s n o w ait in g f o r r e su lt s , a n d

no s e co nd -g u essing t h e i nt erp re ta tio n .

O ne -o n- one int erv ie w s a re a r e m ark ab le s h ortc u t.  ey a llo w y o u t o t e st

a f a ç ad e o f y o u r p ro d uct, lo ng b efo re y o u’v e b u ilt t h e r e a l t h in g—a nd f a lle n

in lo ve w it h it .  ey d eli v er m ea n in gfu l r e su lt s in a s in gle d ay. B ut t h ey a ls o

o ﬀ er a n im porta nt ins ig h t th at’s n ea rly im possib le to g et w it h la rg e-sc a le

q uant it a tiv e d ata : w hy t h ing s w ork o r d on’t w ork .

 at “ w hy” is c rit ic a l. If y o u d on’t k n ow w hy a p ro d uct o r se rv ic e is n ’t

w ork ing , it ’s h ard to ﬁ x it . If O ne M ed ic a l h ad p ut d esk s in th eir fa m il y

e x am ro om s, p are nt s w ou ld h ave b een fru str a te d . B ut it w ou ld h ave b een

d iﬃc ult to p inpo int th e p ro b le m . B y sh ow in g fa m ili e s a p ro to ty p e c li n ic

a nd int erv ie w in g th em a b ou t th e e x p erie n ce , O ne M ed ic a l fo u n d o u t th e

w hy b eh ind th e p ro b le m : P are nt s ne ed ed re a ssu ra n ce f ro m th e d octo r, a n d

even a t in y b it o f d is tr a ctio n was t o o m uch . W hen a ll y o u h ave is s ta tis tic s,

y o u h ave t o g u ess w hat y o u r c u sto m ers a re t h in kin g. W hen y o u’r e d oin g a n

int erv ie w , y o u c a n ju st . . . a sk .

 ese int erv ie w s a re e a sy to d o.  ey d on’t re q uir e sp ecia l e x p ertis e o r

eq uip m ent . Y ou w on’t ne ed a b eh av io ra l p sy ch olo gis t o r a la se r e ye -tr a ck er

—j ust a f rie nd ly d em ea no r, a se n se o f c u rio sit y , a n d a w illi n gn ess to h ave yo u r a ssu m ptio ns p ro ven wro ng . I n t h e n ex t c h ap te r, w e’l l s h ow y o u h ow t o

d o i t .

I. I n t h e U nit e d S ta te s, t h e b ook w as c a lle d H arr y P otte r a n d t h e S orce r er ’s S to n e , d ue to th e fa ct th at

p h ilo so p h ers a re s u p er d ork y.

I I . N ie ls e n , Ja k o b, a n d  om as K . L an dau er, “A M ath em atic a l M od el o f th e F in din g o f U sa b ili t y

P ro b le m s,” P ro ce ed in gs o f A C M I N TER C H I’93 Con fe re n ce (A m ste rd am , 24–29 April 1993) , p p.

206–13. 16

In te rv ie w

Mic h ae l M arg o li s i s a n ex ce lle nt c o n vers a tio n ali s t. H e s m ile s e a sil y a n d a sk s

lo ts o f q uestio ns , b rim ming w it h a n atu ra l c u rio sit y a b ou t w hat it ’s li k e to

li v e w here y o u li v e, w ork w here y o u w ork , a n d d o w hate ver i t i s t h at y o u d o.

It’s o nl y afte rw ard th at yo u re a li z e you w ere ta lk ing th e w hole tim e an d

le a rne d l i t tle a b ou t h im .

M ic h ae l’s frie nd li ne ss a nd c u rio sit y a re g en uin e, b u t h is c o n vers a tio n al

sk ills are n ’t ju st a na tu ra l g if t. M ic h ae l is a re se a rc h p artn er at G V, an d

w hen yo u w atc h h im int erv ie w in g cu sto m ers —w hic h w e’v e se en h im d o

h und re d s o f tim es—y ou re a li z e it ’s a p ra ctic e d art. E very th in g fro m th e

str u ctu re o f h is q uestio ns t o h is b od y la n gu ag e h elp s p eo p le t h in k a lo u d a n d

ex p re ss t h em se lv es h one stly .

F or m ore t h an tw ent y-ﬁ ve y e a rs , M ic h ae l h as c o n ducte d r e se a rc h f o r a ll

k ind s o f c o m pani es—E le ctr o ni c A rts , A lc o a, S un M ic ro sy ste m s, M ay ta g ,

U ni le ver, W alm art.c o m , a nd G oogle . S inc e 2010, h e’s b een a t G V, w ork in g

w it h t h e s ta rtu p s i n ou r p ortfo li o .

O ver th e ye a rs , M ic h ae l h as ad ap te d h is re se a rc h m eth od s to b e fa st

e no ugh fo r s ta rtu p s, a nd le a rna ble fo r t h e p eo p le w ho w ork t h ere . M ic h ae l has tr a ine d pro d uct m ana gers , en gin eers , desig n ers , sa le sp eo p le , an d

co u nt le ss o th ers in how to c o n duct th ese in te rv ie w s. A nyo n e c a n d o it —

e ven a C EO .

In th is c h ap te r, w e’l l le t y o u in on so m e o f M ic h ae l’s se cre ts . B ack o n

T uesd ay, yo u le a rne d his sh ortc u ts fo r re cru it in g th e perfe ct ta rg et

cu sto m ers (s e e pag es 119–123 ). In th is ch ap te r, yo u’l l le a rn how to

int erv ie w .  ese int erv ie w s c a n te ach y o u a b ou t th e p eo p le w ho u se y o u r

p ro d uct, r e vea l h id den pro b le m s w it h y o u r s o lu tio n s, a n d u nc over t h e “ w hy”

b eh ind i t a ll.

N o m atte r w hat kind of cu sto m er h e’s ta lk in g to , or w hat kin d of

p ro to ty p e h e’s te sting , M ic h ae l u se s th e s a m e b asic s tr u ctu re : th e F iv e-A ct

Int erv ie w . The F iv e -A ct In te rv ie w

 is s tr u ctu re d c o n vers a tio n help s t h e c u sto m er g et c o m fo rta b le , e sta b li s h es

so m e b ack gro u nd , a nd e ns ure s t h at t h e e n tir e p ro to ty p e is r e vie w ed . H ere ’s

h ow i t g o es:

1. A f r ie n dly w elc o m e t o s ta rt t h e i nt erv ie w

2. A se rie s of gene ra l, op en- en ded co n te xt qu estio n s ab ou t th e

cu sto m er

3. In tr o d uctio n t o t h e p ro to ty p e(s )

4. D eta ile d ta sk s t o g et t h e c u sto m er r e acting t o t h e p ro to ty p e

5. A qu ic k d eb rie f t o c a p tu re t h e c u sto m er’s o vera rc h in g t h ou gh ts a n d

im pre ssio ns

F rid ay ’s a ctio n ta k es p la ce in tw o ro om s. In th e sp rin t ro om , th e te a m

w atc h es t h e int erv ie w s o ver li v e v id eo . ( N oth in g s n ea k y h ere . Y ou’l l g et t h e

cu sto m er’s p erm is sio n to re co rd an d p la y th e vid eo .)  e int erv ie w it s e lf

t a k es p la ce in an oth er, s m alle r r o om —w hic h w e c le verly c a ll t h e “ in te rv ie w

ro om .” ere ’s no sp ecia l te ch se tu p re q uir e d . W e u se a re g u la r la p to p w it h a

w eb ca m a nd sim ple v id eo m eetin g so ftw are to sh are th e v id eo a n d a u d io .

 is a rr a ng em en t w ork s fo r w eb sit e s, b u t it a ls o w ork s fo r m ob ile d evic e s,

ro b ots , a nd o th er h ard w are —j ust p oin t th e w eb ca m s a t w hat y o u w an t to

s e e. Mic h ael M arg oli s c o n du ct in g a n i n te r v ie w . H e s it s b esid e t h e c u st o m er, bu t g iv es h er p le n ty o f s p a ce . A

w eb ca m s t r ea m s v id eo o f t h e c u st o m er ’s r ea ct io n t o t h e s p rin t r o o m . As c o m pli c a te d a s i t g ets: W hen t e st in g m ob ile a p ps o r h ard w are d ev ic e s, w e u se a d ocu m en t c a m era c o n necte d

to a l a p to p . V id eo s t r ea m s f r o m t h e l a p to p t o t h e s p rin t r o o m .

S om etim es th e Int erv ie w er or th e cu sto m er are in an oth er bu ild in g,

ano th er cit y , or ou t in th e ﬁ eld (M ic h ae l h as co n ducte d in te rv ie w s at

h osp it a ls , h ote ls , a nd tr u ck sto p s), b u t sin ce th e sp rin t te a m is w atc h in g

over v id eo , th at d oesn ’t m atte r. W hat d oes m atte r is th at th e In te rv ie w er

a nd t h e c u sto m er a re s it ting s id e b y s id e, t a lk in g c o m fo rta b ly .  e in te rv ie w

is a no t a g ro u p e x erc is e ; i t ’s a c o n vers a tio n b etw een t w o p eo p le . O ne p ers o n

fro m y o u r t e a m c a n be t h e I nt erv ie w er f o r t h e e n tir e d ay, o r t w o p eo p le c a n

a lt e rna te . (S inc e y o u’r e lo ok ing fo r b ig , o b vio u s p atte rn s, y o u d on’t h ave to

w orr y a b ou t t a int ing t h e d ata w it h t h is k in d o f s m all c h an ge.) Act 1 : F rie nd ly w elc o m e

Peo p le ne ed t o f e el c o m fo rta b le t o b e o p en , h on est, a n d c rit ic a l. S o t h e ﬁ rs t

jo b o f t h e I nt erv ie w er is t o w elc o m e t h e c u sto m er a n d p ut h er a t e a se .  at

m ea ns a w arm g re eting a nd frie n d ly sm all ta lk a b ou t th e w ea th er. It a ls o

m ea ns sm ili ng a lo t. (I f y o u’r e n ot in th e m ood to sm ile , p re p are fo r th e

int erv ie w b y l i s te ni ng t o “ K eep A -K nock in ’ ” b y L it tle R ic h ard .)

O nc e th e cu sto m er is co m fo rta b ly se a te d in th e in te rv ie w ro om , th e

Int erv ie w er s h ou ld s a y s o m eth in g l i k e:

“ ank s f o r c o m ing i n to d ay ! W e’r e a lw ay s t r y in g t o i m pro ve o u r

p ro d uct, a nd g etting y o u r h one st f e ed back i s a r e a ll y i m porta n t

part o f t h at.

“  is i nt erv ie w w ill b e p re tt y i nf orm al. I ’l l a sk a l o t o f q uestio n s, b u t

I’m no t t e sting y o u —I ’m a ctu all y t e stin g t h is p ro d uct. I f y o u g et

stu ck o r c o nf use d , i t ’s no t y o u r f a u lt . I n f a ct, i t h elp s u s ﬁ nd

pro b le m s w e ne ed t o ﬁ x.

“I ’l l s ta rt b y a sk ing s o m e b ack gro u n d q uestio n s, t h en I ’l l s h ow y o u

so m e t h ing s w e’r e w ork ing o n. D o y o u h ave a n y q uestio n s b efo re

w e b eg in? ”

 e I nt erv ie w er sh ou ld a ls o a sk th e c u sto m er if it ’s o k ay to re co rd a n d

w atc h th e vid eo o f th e int erv ie w , an d h e o r sh e sh ou ld m ak e su re th e

cu sto m er s ig ns a n y le g al p ap erw ork in sis te d o n b y y o u r la w ye rs . ( W e u se a

s im ple one -p ag e fo rm fo r non dis c lo su re , perm is sio n to re co rd , an d in vent io n assig nm ent .  ese fo rm s c a n a ls o b e s ig n ed e le ctr o n ic a ll y b efo re

th e i nt erv ie w .) Act 2 : C onte xt q uestio ns

A fte r th e int ro d uctio n, y o u’l l b e e a g er to b rin g o u t th e p ro to ty p e. N ot so

fa st. I ns te ad , s ta rt s lo w b y a sk ing s o m e q uestio n s a b ou t th e c u sto m er’s li f e ,

int ere sts , a nd a ctiv it ie s.  ese q uestio n s h elp b u ild ra p port, b u t th ey a ls o

g iv e yo u co nt ex t fo r und ers ta n din g an d in te rp re tin g yo u r cu sto m er’s

r e actio ns a nd r e sp ons es.

A g re a t s e rie s o f c o nt ex t q uestio n s s ta rts w it h s m all ta lk a n d tr a n sit io n s

int o p ers o na l q uestio ns re le vant to th e s p rin t. I f y o u d o it r ig h t, c u sto m ers

w on’t re a li z e th e int erv ie w has sta rte d . It w ill fe el ju st li k e natu ra l

co n vers a tio n.

In ou r sp rint w it h F it S ta r, w e k n ew it w ou ld b e h elp fu l to u n ders ta n d

m ore ab ou t each cu sto m er’s ap pro ach to ex erc is e . M ic h ae l’s co n te x t

q uestio ns w ent s o m eth ing l i k e t h is :

“ W hat k ind o f w ork d o y o u d o?”

“F or h ow l o ng h ave y o u b een doin g t h at? ”

“ W hat d o y o u d o w hen yo u’r e n ot w ork in g?”

“ W hat d o y o u d o t o t a k e c a re o f y o u rs e lf ? T o s ta y i n s h ap e? T o s ta y

activ e?”

“H ave y o u u se d a n y a p ps o r w eb sit e s o r o th er t h in gs t o h elp w it h

ﬁ tne ss? W hic h o ne s? ”

“ W hat d id y o u w ant t h em t o d o f o r y o u ? W hat d o y o u l i k e o r d is li k e

ab ou t t h em ? D id y o u p ay f o r t h em ? W hy? W hy n ot? ” As y o u c a n se e, M ic h ae l s ta rte d w it h g en eric s m all ta lk ( “ W hat k in d o f

w ork d o y o u d o?”) th en ste ere d th e to p ic to ﬁ tn ess (“ W hat d o y o u d o to

ta k e ca re of yo u rs e lf ? ”). A s he ask ed each op en -e n ded questio n , he

enc ou ra g ed a ns wers w it h s m ile s, n od s, a n d e ye c o n ta ct.

A t m ini mum , th ese co nt ex t questio n s m ak e th e cu sto m er m ore

c o m fo rta b le and fo rth co m ing . B ut quit e ofte n , th e an sw ers help yo u

u nd ers ta nd h ow y o u r p ro d uct o r se rv ic e ﬁ ts in to th e c u sto m er’s li f e —a nd

perh ap s, what peo p le th ink ab ou t yo u r co m petit io n . In th e Fit S ta r

int erv ie w s, w e le a rne d a b ou t c u sto m ers ’ e x p erie n ce w it h w ork o u t v id eo s a n d

pers o na l tr a ine rs , and h ow th ey ex erc is e d w hen th ey tr a vele d —a ll u se fu l

inf orm atio n. Act 3 : In tro d uce t h e p ro to ty p e(s )

N ow y o u’r e re ad y to g et th e cu sto m er sta rte d o n th e p ro to ty p e. M ic h ae l

b eg ins b y s a y ing :

“W ou ld y o u b e w illi ng t o l o ok a t s o m e p ro to ty p es? ”

B y ask ing fo r perm is sio n, he re in fo rc e s th e sta tu s re la tio n sh ip :  e

cu sto m er is d oing him a fa vo r, no t th e o th er w ay aro u n d, an d it is th e

pro to ty p e t h at w ill b e t e ste d , no t t h e c u sto m er. I t’s a ls o i m porta n t t o s a y :

“S om e th ing s m ay no t w ork quit e rig h t ye t—i f yo u ru n in to

s o m eth ing t h at’s no t w ork ing , I ’l l l e t y o u k n ow .”

O f c o u rs e , if y o u b u ilt a “ G old ilo ck s q uali t y ” p ro to ty p e o n  urs d ay, t h e

cu sto m er w ill fo rg et it is n ’t re a l on ce th ey sta rt usin g it . H ow ever,

int ro d ucing it t h is w ay e nc ou ra g es t h em t o g iv e b lu n t f e ed back . E xp la in in g

th at it ’s a pro to ty p e als o m ak es th e In te rv ie w er’s jo b ea sie r in ca se

so m eth ing b re a k s o r t h e c u sto m er e n co u n te rs a d ead e n d ( b oth o f w hic h a re

li k ely t o h ap pen) .

Rem ind t h e c u sto m er t h at y o u’r e t e stin g t h e p ro to ty p e—n ot h er:

“  ere a re no r ig h t o r w ro ng a ns wers . S in ce I d id n’t d esig n th is , y o u

w on’t h urt m y f e eli ng s o r ﬂ atte r m e. I n f a ct, f ra n k, c a n did f e ed back is

t h e m ost h elp fu l. ”

 at “I did n’t desig n th is ” li n e is im porta n t, beca u se it ’s ea sie r fo r

cu sto m ers to b e h one st if th ey d on’t th in k th e In te rv ie w er is e m otio n all y in veste d in th e id ea s. H op efu ll y th e In te rv ie w er a vo id ed w ork in g o n th e

pro to ty p e o n  urs d ay —b ut h e sh ou ld p ro b ab ly sa y “I d id n’t d esig n th is ”

e ven if h e a ctu all y d id . D on’t w orr y, w e w on’t t e ll o n y o u .

 e I nt erv ie w er s h ou ld a ls o r e m in d t h e c u sto m er t o t h in k a lo u d :

“A s w e g o, p le a se th ink a lo u d . T ell m e w hat y o u’r e tr y in g to d o a n d

h ow y o u t h ink y o u c a n do it . I f y o u g et c o n fu se d o r d on’t u n ders ta n d

so m eth ing , p le a se t e ll m e. I f y o u s e e t h in gs y o u l i k e, t e ll m e t h at, t o o.”

 ink ing a lo u d m ak es th e int erv ie w fo rm at e sp ecia ll y p ow erfu l. S eein g

w here cu sto m ers str u ggle a nd w here th ey su cce ed w it h y o u r p ro to ty p e is

u se fu l—b ut h ea ring t h eir t h ou gh ts a s t h ey g o i s i n valu ab le . Act 4 : T a sk s a n d n ud ges

In th e re a l w orld , yo u r pro d uct w ill sta n d alo n e—pe op le w ill ﬁnd it ,

e valu ate it , and u se it w it h ou t yo u th ere to gu id e th em . A sk in g ta rg et

cu sto m ers to do re a li s tic ta sk s durin g an in te rv ie w is th e best w ay to

s im ula te t h at r e a l- w orld e x p erie n ce .

G ood t a sk i ns tr u ctio ns a re li k e c lu es f o r a t r e a su re h un t—i t’s n o f u n ( a n d

no t u se fu l) if y o u’r e to ld w here to g o a n d w hat to d o. Y ou w an t to w atc h

cu sto m ers ﬁ gu re o u t t h e p ro to ty p e o n t h eir o w n. A s a n e x am ple , h ere ’s t h e

ta sk f ro m t h e F it S ta r t e st:

“ L et’s s a y y o u c a m e a cro ss F it S ta r in t h e A pp S to re . H ow w ou ld y o u

d ecid e i f y o u w ant ed t o t r y i t ? ”

S ta rting fro m th is sim ple nu dge, th e c u sto m er re ad s a n d e valu ate s th e

ap p d esc rip tio n, ins ta lls th e ap p, an d tr ie s it o u t.  e “h ow w ou ld yo u

d ecid e?” p h ra sing e nc ou ra g es h er t o a ct n atu ra ll y a lo n g t h e w ay.

W e le a rne d m uch m ore fro m th is sim ple ta sk th an w e w ou ld h ave if

M ic h ae l h ad m ic ro m ana ged h er a t e very ste p . (“ I n sta ll th e a p p. N ow sig n

u p. N ow ﬁll in yo u r na me.” ) O pen -e n ded ta sk s le ad to in te re stin g

int erv ie w s. O verly sp eciﬁ c ta sk s a re b orin g fo r b oth th e c u sto m er a n d th e

sp rint t e a m .

As th e cu sto m er go es th ro u gh th e ta sk , th e In te rv ie w er sh ou ld ask

q uestio ns t o h elp h er t h ink a lo u d :

“W hat i s t h is ? W hat i s i t f o r? ” “W hat d o y o u t h ink o f t h at? ”

“ W hat d o y o u e x p ect t h at w ill d o?”

“S o, w hat g o es t h ro u gh y o u r m ind a s y o u l o ok a t t h is ? ”

“ W hat a re y o u l o ok ing f o r? ”

“ W hat w ou ld y o u d o ne xt? W hy?”

 ese q uestio ns sh ou ld b e ea sy to an sw er an d n ot in tim id atin g.  e

Int erv ie w er tr ie s to k eep th e cu sto m er m ovin g an d th in kin g alo u d , n ot

anx io u s t o ﬁ nd t h e r ig h t a ns wer. Act 5 : Q uic k d eb rie f

To w ra p u p t h e int erv ie w , a sk a f e w d eb rie f q uestio n s. Y ou’l l s e e a n d h ea r a

lo t during each int erv ie w , and it ca n be to u gh to pic k ou t th e m ost

im porta nt re actio ns , su cce sse s, an d fa ilu re s. W hen yo u ask deb rie f

q uestio ns , y o u r c u sto m ers c a n help y o u s if t t h ro u gh e very th in g y o u h ea rd .

H ere a re s o m e o f M ic h ae l’s d eb rie f q uestio n s:

“ H ow d oes t h is p ro d uct c o m pare t o w hat y o u d o n ow ?”

“ W hat d id y o u l i k e a b ou t t h is p ro d uct? W hat d id y o u d is li k e?”

“H ow w ou ld y o u d esc rib e t h is p ro d uct t o a f rie n d?”

“I f y o u h ad t h re e m ag ic w is h es t o i m pro ve t h is p ro d uct, w hat w ou ld

t h ey b e?”

D on’t w orr y —a sk ing th e “m ag ic w is h es” q uestio n d oesn ’t m ea n yo u’r e

tu rni ng yo u r p ro d uct p la nni ng o ver to yo u r cu sto m ers . In ste ad , it h elp s

cu sto m ers a rtic u la te th eir r e actio n s. I t w ill s till b e u p to y o u to d ecid e h ow

to i nt erp re t a nd a p ply w hat y o u l e a rn .

If y o u’r e te sting tw o o r m ore p ro to ty p es in y o u r in te rv ie w s, re vie w e ach

o ne ( to r e fre sh t h e c u sto m er’s m em ory ) a n d a sk t h ese q uestio n s:

“ H ow w ou ld y o u c o m pare t h ose d iﬀ ere n t p ro d ucts ? W hat a re t h e

pro s a nd c o ns ?”

“ W hic h p arts o f e ach w ou ld y o u c o m bin e t o c re a te a n ew , b ette r

v ers io n? ”

“W hic h o ne w ork ed b ette r f o r y o u ? W hy?” And th at’s it . W hen th e int erv ie w is o ver, th e In te rv ie w er th an ks th e

cu sto m er, g iv es h er a g if t c a rd , a n d s h ow s h er o u t.

 ro u gh ou t th e se ssio n, th e In te rv ie w er sh ou ld re m ain e n gag ed in th e

co n vers a tio n. H e sh ou ld e nc ou ra g e th e cu sto m er to ta lk w hile re m ain in g

ne utr a l ( s a y t h ing s li k e “ u h -h uh ” a n d “ m mm h m m,” n ot “ g re a t!” a n d “ g o od

jo b !” )  ere ’s no ne ed t o t a k e no te s.  e r e st o f t h e t e a m in t h e s p rin t r o om

w ill t a k e c a re o f t h at f o r y o u .

O f c o u rs e , w e d on’t e x p ect a n yo n e to m em oriz e e very q uestio n a n d a ll

ﬁ ve a cts . O n  urs d ay, t h e I nt erv ie w er c a n s ta rt e a rly b y w rit in g u p a s c rip t

w hile t h e r e st o f t h e t e a m i s p ro to ty p in g. O n F rid ay, h e c a n m ak e a p rin to u t

to re fe r to a s th e int erv ie w g o es a lo n g. N ot o n ly w ill th e sc rip t m ak e th e

int erv ie w s e a sie r t o r u n, it w ill a ls o m ak e t h em c o n sis te n t—w hic h m ak es it

e a sie r t o s p ot p atte rns t h ro u gh ou t t h e d ay.

• • •

O ne o f o u r fa vo rit e s to rie s a b ou t th e p ow er o f in te rv ie w s c o m es f ro m o u r

frie nd , a d esig ne r na med Jo e G eb bia . B ack in 2008, Jo e a n d a c o u p le o f

frie nd s f o u nd ed a s ta rtu p.  ey h ad w hat t h ey t h ou gh t w as a n a m az in g i d ea

fo r a ne w o nl ine m ark etp la ce .  ey b u ilt a n d la u n ch ed a w eb sit e , t h en s p en t

m ont hs i m pro ving i t u nt il t h ey w ere p re tt y s u re i t w as p erfe ct.

B ut d esp it e t h eir e ﬀ orts , t h e ne w s e rv ic e w asn ’t c a tc h in g o n .  ey h ad a

f e w c u sto m ers a nd a li t tle r e venu e, b u t t h ey w ere n ’t g ro w in g, a n d—b rin gin g

in ju st $200 a w eek —t hey w ere n ’t e ven m ak in g en ou gh to p ay th e re n t.

H op ing th ey c o u ld tu rn th e b u sin ess a ro u n d b efo re r u n n in g o u t o f m one y,

th e fo u nd ers to ok a so m ew hat desp era te m ea su re .  ey sto p ped th eir eng ine ering w ork , le ft th e oﬃ ce , an d tr a ck ed d ow n a h an dfu l of th eir

c u sto m ers .  en th ey int erv ie w ed th em . O ne a t a tim e, fa ce -to -fa ce , th ey

w atc h ed p eo p le u se t h eir w eb sit e .

Jo e desc rib es th ose int erv ie w s as “a g o n iz in g an d en li g h te n in g.” H e

re ca lls , “ W e w ere , li k e, s m ack ing o u r h ead s.”  eir w eb sit e w as r id d le d w it h

ﬂ aw s. E ven sim ple is su es—s uch a s p ic k in g a d ate o n a c a le n dar—c on fu se d

p eo p le .

W hen th ey re tu rne d to th e o ﬃ ce , Jo e a n d h is c o fo u n ders s p en t a w eek

ﬁ xing th e m ost g la ring p ro b le m s, a n d th en re le a se d a n ew v ers io n to th eir

c u sto m ers . R evenu e d ou ble d t o $400 a w eek , a n d J o e c h eck ed t o m ak e s u re

it w asn ’t a b u g in th eir a cco u nt in g sy ste m . B ut th e n um bers w ere re a l. S o

th ey d id a no th er r o u nd o f int erv ie w s, a n d a n oth er r o u n d o f im pro vem en ts .

R evenu e d ou ble d a g ain to $800, th en $1, 600, th en $3, 200 a w eek .  at

g ro w th d id n’t s to p.

 at sta rtu p w as A ir b nb . T od ay, th e on li n e hosp it a li t y m ark etp la ce

o p era te s in more t h an 30, 000 cit ie s a n d 190 co u n tr ie s.  ey ’v e s e rv ed m ore

th an 35 milli o n gu ests . I t tu rns o u t it w as a n am az ing id ea , b u t to m ak e it

w ork , t h ey h ad t o d o t h ose int erv ie w s. “  ere ’s t h is g ap b etw een t h e v is io n

and th e cu sto m er,” Jo e sa y s. “T o m ak e th e tw o ﬁ t, yo u h ave to ta lk to

p eo p le .”

A ir b nb ’s int erv ie w s sh ow ed th e fo u n ders how th e pro d uct lo ok ed

th ro u gh th eir c u sto m ers ’ e ye s, re vea li n g p ro b le m s th e fo u n ders th em se lv es

co u ld n’t se e. L is te ni ng to c u sto m ers d id n’t m ea n a b an don in g th eir v is io n .

Ins te ad , it g ave th em th e k no wle d ge th ey n eed ed to co m bin e w it h th at vis io n, s o t h ey c o u ld c lo se t h e g ap a n d m ak e a p ro d uct t h at w ork ed f o r r e a l

p eo p le .

W e ca n ’t p ro m is e th at yo u r int erv ie w s w ill m ak e yo u as su cce ssfu l as

A ir b nb , b u t w e c a n pro m is e th at th e p ro ce ss w ill b e e n li g h te n in g. In th e

ne xt ch ap te r, w e’l l ta lk ab ou t h ow to m ak e se n se o f w hat yo u o b se rv e:

ta k ing no te s, ﬁ nd ing p atte rns , a nd d ra w in g c o n clu sio n s a b ou t n ex t s te p s. IN TE R V IE W ER T IP S

W it h a F iv e-A ct sc rip t, yo u r in te rv ie w s are su re to be eﬀ ectiv e.

H ow ever, th ere are a fe w m ore te ch niq ues M ic h ae l u se s to m ak e

th em e ven bette r.

1. Be a g ood hos t

For ju st a m om ent , i m ag ine y o u a re t h e t a rg et c u sto m er w ho c o m es i n

f o r a n int erv ie w . Y ou’v e sh ow n up to tr y so m e n ew p ro d uct (y o u’r e

no t q uit e su re w hat) in a b u ild in g y o u’v e n ever b een to b efo re , a n d

yo u’l l b e w atc h ed b y s o m e p ers o n y o u ju st m et.  is e n co u n te r m ig h t

h ave se em ed li k e a g o od id ea a c o u p le o f h ou rs a g o, b u t n ow y o u’r e

no t s o s u re .

 e I nt erv ie w er i s t h e h ost, a nd t h e c u sto m er i s t h e g u est. M ic h ae l

m ak es s u re th e c u sto m er is c o m fo rta b le b efo re th e in te rv ie w b eg in s.

H e s m ile s a lo t. H e’s m ind fu l o f h is b od y la n gu ag e. H e m un ch es o n

m int s s o h is b re a th w ill b e f re sh . A nd h e a lw ay s s ta rts w it h q uestio n s

desig ne d t o p ut t h e c u sto m er a t e a se .

2. As k ope n-e nded q uestion s

To u nd ers ta nd w hat th e c u sto m er th in ks, y o u h ave to b e c a re fu l n ot

to a sk le ad ing q uestio ns . S om e le ad in g q uestio n s a re o b vio u s a n d e a sy

to avo id (w e’r e su re yo u w on’t sa y “Y ou li k e th is , rig h t? ”). B ut

so m etim es, y o u’l l a sk a l e ad ing q uestio n w it h ou t m ea n in g t o d o s o . Let’s sa y yo u’r e int erv ie w ing a cu sto m er w ho’s lo ok in g at yo u r

w eb sit e —y ou w ant to k no w w hat th e c u sto m er th in ks, a nd w heth er

sh e w ou ld b e l i k ely t o s ig n up f o r a d em o o f y o u r p ro d uct.

I n te rv ie w er: “ N ow t h at y o u’v e s e en th e s it e , w ou ld y o u b e

re ad y t o s ig n up no w, o r d o y o u n eed m ore i n fo rm atio n ?”

Cu sto m er: “ U m , I g u ess I ’d ne ed m ore i nf o . . . O h, h ere ’s t h e

FA Q . I ’l l c h eck i t o u t.”

 is ex ch ang e lo ok s ok ay at a gla n ce , bu t th e m ult ip le -c h oic e

q uestio n (“r e ad y to sig n up” vers u s “n eed m ore in fo rm atio n”) h as

inﬂ uenc ed th e cu sto m er’s re sp on se . You’r e assu m in g th at th e

cu sto m er w ant s t o d o o ne o f t h ose t w o o p tio n s. I t’s t o u gh t o d o, b u t

yo u sh ou ld avo id ask ing m ult ip le -c h oic e q uestio n s.  ey ’r e alm ost

a lw ay s l e ad ing q uestio ns i n dis g u is e .

N ow , co ns id er w hat w ou ld hap pen if yo u ask an op en -e n ded

q uestio n ins te ad .

In te rv ie w er: “ N ow t h at y o u’v e s e en th e s it e , w hat a re y o u

th ink ing ?”

Cu sto m er: “ I d unno , I m ea n . . . I d on’t t h in k i t ’s r ig h t f o r m y

co m pan y.”

I n te rv ie w er: “ W hy i s t h at? ”

Cu sto m er: ( I ns ert f a sc ina ting r e a so n here .)

W e ju st m ad e th is s c e na rio u p, b u t it ’s s o m eth in g w e’v e s e en p la y

o u t d ozens o f tim es. W hen yo u a sk a n o p en -e n ded q uestio n , y o u’r e more l i k ely t o g et a n hone st r e actio n a n d a n e x p la n atio n o f w hy.

A ll o f t h is m ay s o u nd a li t tle c o m pli c a te d , b u t M ic h ae l’s a d vic e t o

a vo id l e ad ing q uestio ns c o m es d ow n t o ju st t w o r u le s:

D O N’T ask m ult ip le c hoi ce or “yes/n o” q uestion s. ( “ W ou ld

y o u . . . ? ” “ D o y o u . . ? ” “ I s i t . . . ? ”)

D O ask “ F iv e Ws and O ne H ” qu estion s. ( “ W ho . . . ? ”

“ W hat . . . ? ” “ W here . . . ? ” “ W hen . . . ? ” “ W hy . . . ? ”

“H ow . . . ? ”)

A s w it h every th ing , ask ing q uestio n s li k e th ese g ets ea sie r w it h

p ra ctic e . O ne sim ple tr ic k fo r th e In te rv ie w er: W rit e so m e sa m ple

“ F iv e W s” q uestio ns r ig h t i nt o t h e s c rip t.

3. As k br ok en q uestion s

Mic h ae l M arg o li s is t h e m aste r o f b ro k en q uestio n s.  e id ea b eh in d

a b ro k en questio n is to sta rt a sk in g a q uestio n —b ut le t y o u r sp eech

tr a il oﬀ b efo re yo u sa y an yth in g th at co u ld b ia s or in ﬂ uen ce th e

ans wer.

Cu sto m er: “ H mm!”

M ic h ael: “ S o, w hat . . . i s . . . ” ( T ra ils o ﬀ i n to s ile n ce .)

Cu sto m er: “ W ell, I w as ju st s u rp ris e d t o s e e t h at t h e p ric e s

w ere s o h ig h .” Mic h ae l go t an hone st, use fu l re sp on se ou t of th e cu sto m er

w it h ou t e ven ask ing a r e a l q uestio n . A nd b eca u se t h e q uestio n w as s o

v ag u e, sh e d id n’t fe el p re ssu re to te ll M ic h ae l w hat sh e th ou gh t h e

w ant ed t o h ea r.

I n a sit u atio n li k e th e ex am ple ab ove, w here th e cu sto m er is

r e acting to so m eth ing b u t no t sa y in g w hat, it ’s te m ptin g to ask a

le ad ing q uestio n li k e “ W ere y o u lo ok in g a t t h e p ric in g t h ere ?” W it h a

b ro k en questio n, y o u c a n enc ou ra g e p eo p le to th in k a lo u d , w it h ou t

le ad ing t h em i n an y d ir e ctio n.

Y ou c a n a ls o le a rn a lo t b y ju st r e m ain in g q uie t. D on’t a lw ay s fe el

co m pelle d to ﬁ ll th e sile nc e w it h c o n vers a tio n . S to p a n d w atc h a n d

w ait a nd l i s te n.

4. C urios it y m in dse t

O ur ﬁ nal b it o f ad vic e o n how to b e a g re a t In te rv ie w er is n ot a

te ch ni que, b u t a s ta te o f m ind . O n  urs d ay, t h e t e a m h as t o b e in a

p ro to ty p e mind se t. O n Frid ay, th e te a m , an d esp ecia ll y th e

Int erv ie w er, s h ou ld w ork h ard a t a d op tin g a c u rio sit y m in dse t.

B eing in a cu rio sit y m ind se t m ea n s bein g fa sc in ate d by yo u r

cu sto m ers and th eir re actio ns . You ca n develo p th is m in dse t by

fo cu sing o n th e s u rp ris ing d eta ils o f w hat y o u r c u sto m ers s a y a n d d o.

A lw ay s a sk “ w hy?” N ever a ssu m e o r ju m p t o c o n clu sio n s. B efo re e ach

int erv ie w , ant ic ip ate h ow int ere stin g th e in fo rm atio n w ill be th at

yo u’l l le a rn fro m t h e c u sto m er. U se y o u r o w n b od y la n gu ag e t o m ak e

yo u rs e lf f rie nd li e r a nd m ore re ce p tiv e: s m ile , le a n in , a n d d on’t c ro ss yo u r a rm s. C urio sit y is a n ou tlo ok th at c a n b e e m bod ie d , a n d e ven

le a rne d.

• • •

I f y o u’d li k e t o le a rn more a b ou t c u sto m er in te rv ie w s ( a n d s e e a v id eo

o f M ic h ae l c o nd ucting a n int erv ie w ), c h eck o u t th esp rint book .c o m . 17

L e arn

It w as 8: 30 a.m . o n Frid ay m orn in g in S an F ra n cis c o , th e ﬁ nal d ay o f o u r

sp rint w it h S la ck . M ic h ae l h ad s c h ed ule d o u r ﬁ rs t c u sto m er in te rv ie w f o r 9

a .m ., and th e sp rint te a m w as tr ic k li n g in , co ﬀ ee cu p s in han d. W e

re a rr a ng ed t h e c o u ch es a nd c h air s s o e very o n e c o u ld f a ce t h e v id eo s c re en a t

th e f ro nt o f th e ro om . B ra d en co n necte d a la p to p to th e s c re en , o p en ed a

w eb b ro w se r, a nd jo ine d a v id eo c o n fe re n ce t h at M ic h ae l h ad s e t u p.

S la ck s ta rte d th e w eek w it h a b ig c h alle n ge: th eir s o ftw are w as h ard to

e x p la in to p ote nt ia l c u sto m ers . M an y o f th e b en eﬁ ts o f u sin g S la ck (b ette r

co m muni ca tio n, bette r te a m work , le ss str e ss ab ou t work ) were on ly

a p pare nt onc e cu sto m ers to ok a ch an ce an d tr ie d it w it h th eir te a m s.

E xp erim ent ing w it h a ne w p ie ce o f s o ftw are i s a l o t o f w ork , s o S la ck h ad t o

m ak e t h e v alu e c le a r f ro m t h e b eg in n in g.

B y F rid ay o f o u r s p rint , w e h ad tw o c o m petin g s o lu tio n s. M erc i G ra ce ,

S la ck ’s p ro d uct m ana ger, f a vo re d a s te p -b y-ste p g u id e c a lle d “  e T en acio u s

T ou r” th at w ou ld sh ow c u sto m ers h ow S la ck w ork ed . S te w art B utte rﬁ eld ,

S la ck ’s f o u nd er a nd C EO , h ad a h un ch a b ou t a n id ea c a lle d “ B ot T ea m ” — a

way fo r cu sto m ers to tr y ou t S la ck by co m mun ic a tin g w it h a te a m of co m pute r- c o nt ro lle d c h ara cte rs . Y ou k n ow th is sto ry, b u t y o u d on’t k n ow

h ow i t e nd s.

 at’s w hat F rid ay is a ll a b ou t—ﬁ ndin g t h e e n d t o y o u r s p rin t s to ry. I t’s

y o u r c h anc e t o p ut y o u r p ro to ty p es in f ro n t o f r e a l c u sto m ers , s e e h ow t h ey

re act, a n sw er y o u r sp rint q uestio n s, a n d m ak e a p la n fo r w hat to d o n ex t.

O n th at F rid ay, every o ne w as ex cit e d an d a b it n erv o u s to se e h ow th e

pro to ty p es w ou ld d o. A b u zz o f q uie t ch atte r sto p ped w hen th e sc re en

ﬂ ic k ere d t o l i f e .

O ver th e v id eo str e a m , w e h ea rd a d oor c lo se . M ic h ae l’s v o ic e b eg an ,

“ ank s ag ain fo r co m ing in to d ay.”  en w e sa w th e ﬁ rs t cu sto m er sit

d ow n, ne rv o u sly lo ok rig h t int o th e c a m era , a n d re la x a s M ic h ae l a sk ed a

fe w w arm -u p q uestio ns .

M ic h ae l int ro d uce d th e c u sto m er to o u r ﬁ rs t p ro to ty p e. F or a m om en t,

th e cu sto m er did no th ing , an d th en sh e le a n ed fo rw ard , gra b bed th e

co m pute r m ou se , a nd s ta rte d t a lk in g.

• • •

F rid ay fe els li k e o ne lo ng m yste ry.  ro u gh ou t th e d ay, y o u’l l c o lle ct c lu es.

S om e o f t h ose c lu es h elp y o u c ra ck t h e c a se , b u t s o m e l e ad y o u i n t h e w ro n g

dir e ctio n. I t’s o nl y a t t h e e nd —a ro u n d 5 p.m .—t hat e very th in g t ie s t o geth er

a nd t h e a ns wers b eco m e c le a r.

J u st li k e th e S la ck te a m , yo u r sp rin t te a m w ill sp en d F rid ay to geth er.

W hile th e Int erv ie w er is te sting th e p ro to ty p e w it h c u sto m ers , y o u r te a m

w ill g ath er in th e sp rint ro om to w atc h a n d ta k e n ote s. I t’s th e e n d o f a n

int ens e w eek , and yo u r te a m m ig h t fe el p re ssu re to g et b ack to “n orm al work ”—e mails , m eeting s, and m is sio n -c rit ic a l w ate r co ole r co n vers a tio n .

B ut t h e s p rint o nl y w ork s i f y o u s tic k t o geth er u n til t h e e n d. Watc h t o g eth er, le arn t o g eth er

E very b od y h as a s u p erp ow er. A u n iq ue s tr e n gth . F or s o ftw are e n gin eers , i t ’s

w rit ing c o d e. F or m ark ete rs , it m ig h t b e d esig n in g c a m paig n s. F or u s, it ’s

p utting s tic k y no te s o n whit e b oard s.  ere ’s o n e s k ill th at y o u’r e e sp ecia ll y

g o od a t, a nd y o u p ro b ab ly f e el m ost p ro d uctiv e w hen y o u’r e d oin g t h at o n e

th ing .

It’s te m pting to d is b and th e sp rin t g ro u p o n F rid ay an d le t every o n e

re tu rn to h is o r h er su p erp ow er.  at w ay, th e In te rv ie w er ca n u se h is

i nt erv ie w ing s u p erp ow er t o t e st y o u r p ro to ty p e w it h c u sto m ers . W e’v e t r ie d

th is ap pro ach , and here ’s how it go es:  e In te rv ie w er ta lk s to each

cu sto m er. G ood s o fa r. U nf ortu n ate ly , h e c a n ’t ta lk a n d ta k e d eta ile d n ote s

a t th e sa m e tim e, so h e re co rd s th e co n vers a tio n s.  e in te rv ie w s a re o n

F rid ay, so th e so one st h e ca n li s te n to th ose re co rd in gs is M on day.  e

int erv ie w s ta k e a ll d ay, s o it ta k es a n oth er fu ll d ay to r e vie w th e r e co rd in gs

and m ak e se ns e of w hat h e h ea rd .  en h e n eed s a fe w h ou rs to p ut

to geth er a d ocu m ent o r p re se nt atio n w it h h is ﬁ ndin gs. N ow it ’s T uesd ay.

( W e e ven kno w s o m e r e se a rc h ers w ho e d it t o geth er a v id eo “ h ig h li g h t r e el”

o f t h e m ost int ere sting m om ent s f ro m t h e in te rv ie w s—a weso m e, b u t t im e-

co ns um ing .) A nd o nc e a ll th at’s d on e, th e In te rv ie w er n eed s to sc h ed ule

t im e w it h t h e s p rint t e a m t o p re se n t a n d r e vie w t h e ﬁ ndin gs. A t t h e e a rli e st,

it w ill b e t h e W ed ne sd ay a fte r t h e s p rin t b efo re t h e t e a m s e es t h e r e su lt s .

 ere are o th er p ro b le m s. A s tim e p asse s, th e te a m ’s m om en tu m w ill

d is int eg ra te a s e very o ne g ets su ck ed in to th e v o rte x o f b u sin ess a s u su al.

A nd th ere ’s a c re d ib ili t y p ro b le m , to o. B eca u se th e te a m d id n’t w it n ess th e te st, t h ey ’r e s tu ck t r u sting t h e I nt erv ie w er’s p ro ce ss a n d r e su lt s . I t’s li k e t h e

diﬀ ere nc e b etw ee n watc h ing a m ovie y o u rs e lf a n d ju st h av in g s o m eo n e te ll

y o u a b ou t i t .

L uck il y , th e so lu tio n to all th ese pro b le m s is sim ple : W atc h th e

int erv ie w s to geth er. It’s m uch fa ste r, beca u se every o n e is ab so rb in g th e

re su lt s a t o nc e. Y ou r c o nc lu sio ns w ill b e b ette r a s a g ro u p, sin ce y o u h ave

se ven bra ins w ork ing t o geth er. Y ou’l l a vo id p ro b le m s o f c re d ib ili t y a n d t r u st,

b eca u se e ach s p rint er c a n se e th e re su lt s w it h h is o r h er o w n e ye s. A nd a t

th e e nd o f t h e d ay, y o u r t e a m c a n m ak e a n in fo rm ed d ecis io n a b ou t w hat t o

d o n ex t—t he re su lt s o f th e int erv ie w s (a n d th e sp rin t) are still cle a r in

e very o ne ’s s h ort- te rm m em ory.

 is w on derfu l t e a m work d oesn ’t h ap pen b y it s e lf , b u t w it h a f e w s im ple

s te p s, y o u c a n cre a te i t e very t im e. H ere ’s w hat t o d o: Ta ke in te rv ie w n o te s a s a g ro up

B efo re th e ﬁ rs t int erv ie w b eg in s, d ra w a g rid o n a la rg e w hit e b oard in th e

sp rint ro om . C re a te ﬁve co lu m ns—o ne fo r each cu sto m er yo u’l l be

int erv ie w ing —a nd a fe w ro w s— on e fo r e ach p ro to ty p e, o r se ctio n o f th e

pro to ty p e, o r s p rint q uestio n yo u’r e t r y in g t o a n sw er.

D is tr ib u te stic k y n ote s an d w hit e b oard m ark ers to every o ne in th e

ro om . G iv e every o ne ins tr u ctio n s fo r how to ta k e note s durin g th e

int erv ie w s: “ W hen yo u h ea r o r s e e s o m eth in g in te re stin g, w rit e it d ow n o n

a stic k y no te . You ca n writ e dow n quote s, ob se rv atio n s, or yo u r

int erp re ta tio n of w hat h ap pene d.”

U se a d iﬀ ere nt c o lo r m ark er d ep en din g o n th e n ote : g re en fo r p osit iv e,

re d fo r ne gativ e, b la ck fo r ne utr a l. I f y o u o n ly h ave b la ck m ark ers , w rit e a

p lu s o r m inu s i n th e c o rne r, o r l e a ve i t b la n k f o r n eu tr a l. During t h e i nt erv ie w s, t h e r o om s h ou ld b e q uie t.  e i n te rv ie w i t s e lf i s a

t im e fo r c a re fu l li s te ni ng a nd d eta ile d n ote -ta k in g, n ot b ois te ro u s r e actio n s

or p ro b le m so lv ing o n th e sp ot. I t’s a ls o im porta n t to b e re sp ectfu l o f th e

cu sto m er b eing int erv ie w ed . E ven th ou gh th e c u sto m er c a n ’t h ea r y o u ( th e

vid eo s h ou ld s tr e a m “ o ne w ay ”) k eep in m in d t h at if s h e s tr u gg le s w it h y o u r

p ro to ty p e, i t ’s y ou r p ro b le m , no t t h e c u sto m er’s .

A t th e e nd o f e ach int erv ie w , co lle ct th e n ote s a n d stic k th em to th e

w hit e b oard . P ut th em int o th e co rre ct ro w a n d co lu m n, b u t d on’t w orr y

a b ou t a n y o th er o rg ani zing ju st y e t.  en , t a k e a b re a k . F ocu sin g a n d t a k in g

no te s f o r ﬁ ve h ou rs i s t ir ing , s o g et s o m e d ow ntim e b etw een e ach i n te rv ie w .

• • •

B y Frid ay afte rno on, ﬁve ta rg et cu sto m ers had tr ie d th e tw o Sla ck

p ro to ty p es, a nd t h e w hit e b oard w as c o vere d w it h s tic k y n ote s. W e g ath ere d

a ro u nd t o o rg ani ze t h em a nd l o ok f o r p atte rn s.

W e sta rte d b y lo ok ing at th e re actio n s to “ e T en acio u s T ou r,” th e

so lu tio n th at fe a tu re d a s tr a ig h tfo rw ard , s te p -b y-ste p g u id e t o S la ck .  ere

w as s till g ene ra l c o nf usio n ab ou t h ow S la ck w ork ed w it h e m ail, b u t f o u r o u t

of ﬁ ve c u sto m ers h ad u nd ers to od t h e o vera ll v alu e—a h uge s u cce ss. J u st t w o of th e ﬁ ve h ad tr ie d to s ig n up, b u t th ere a p pea re d to b e m an y e a sy -to -ﬁ x

pro b le m s th at m ig h t im pro ve th at n um ber. (O ne fo re h ead sla p per: th e

“T ou r” s ig n- up b u tto n was to o fa r d ow n th e p ag e.) E very o n e a g re e d : “  e

Tena cio u s T ou r” w asn ’t p erfe ct, b u t it w as w ay b ette r th an S la ck ’s c u rre n t

m ark eting .

 en we s h if te d o u r a tte nt io n to th e re su lt s fo r “ B ot T ea m .” C usto m er

b y cu sto m er, w e re ad th e no te s. It w asn ’t p re tt y .  e o b se rv atio n s w ere

d om ina te d b y c o m ment s li k e “S he’s c o n fu se d ,” “D oesn ’t se em b ette r th an

em ail, ” a nd “ I ’m no t r e a ll y s u re w hat t h is is .” O nly o n e p ers o n h ad e n jo ye d

ta lk ing to th e co m pute r- c o nt ro lle d ch ara cte rs , an d even th at p ers o n w as

b ew ild ere d b y t h e p urp ose o f t h e s o ftw are .

W e’d a ll w atc h ed th ese int erv ie w s, o f co u rs e , b u t a s w e lo ok ed a t th e

no te s, it su nk in: S te w art ’s h un ch h ad b een w ro n g.  at w as a su rp ris e —

S te w art ’s int uit io n was no rm all y e x ce lle n t—b ut it w as a ls o a r e li e f. B uild in g

“B ot Tea m ” and getting it rig h t w ou ld have been a big , ex p en siv e

u nd erta k ing . W e h ad g iv en th e r e a li s tic p ro to ty p e o u r b est e ﬀ ort, a n d it h ad

fa ile d . N ow t h e w hole t e a m f e lt c o n ﬁ den t a b ou t f o cu sin g e ls e w here .

O n th e o th er h and , “  e T ena cio u s T ou r” lo ok ed p ro m is in g.  e p ie ce s

w ere th ere , a nd so m e o f th e p ro b le m s w ou ld b e e a sy to ﬁ x.  e n ex t ste p

w as o b vio u s. T o clo se th e g ap , M erc i an d h er te a m w ou ld ru n an oth er

sp rint .

• • •

 e S la ck te a m h ad h op ed fo r a b re a k th ro u gh su cce ss; in ste ad th ey g o t

m ix ed re su lt s . B ut th ere w as g o od n ew s: th ey k n ew “  e T en acio u s T ou r” was a n im pro vem ent , th ey k ne w “B ot T ea m ” w as tr o u ble , a n d th ey k n ew

th ey h ad t o f o cu s o n th e “ S la ck v s. e m ail” q uestio n .

T urni ng a w hit e b oard fu ll o f s tic k y n ote s in to a li s t o f p atte rn s a n d n ex t

ste p s m ay so u nd li k e alc h em y, bu t w hen every o n e has w atc h ed th e

int erv ie w s t o geth er, i t ’s s tr a ig h tfo rw ard . Lo ok f o r p atte rn s

A sk th e e nt ir e te a m to g ath er n ea r th e w hit e b oard . E very o n e s h ou ld s ta n d

clo se e no ugh to re ad th e stic k y n ote s. T ak e a b ou t ﬁ ve m in ute s to sile n tly

r e vie w th e no te s; giv e each pers o n a note p ad an d pen to w rit e dow n

patte rns h e o r s h e s e es. L ook f o r p atte rn s t h at s h ow u p w it h t h re e o r m ore

c u sto m ers . If o nl y tw o cu sto m ers re acte d in th e sa m e w ay b u t it w as a n

esp ecia ll y s tr o ng r e actio n, m ak e n ote o f t h at, t o o.

A fte r ﬁ ve m inu te s l o ok ing f o r p atte rn s i n div id uall y , a sk t h e t e a m t o s h are

w hat th ey fo u nd a nd re ad th e p atte rn s a lo u d . O n a n oth er w hit e b oard , li s t

e very p atte rn an d la b el e ach o ne a s p osit iv e, n eg ativ e, o r n eu tr a l. O nce th e

patte rns a re l i s te d , i t ’s t im e t o m ak e s e n se o f t h e r e su lt s . Back t o t h e f u tu re

O n M ond ay, yo u ca m e u p w it h a li s t o f sp rin t q uestio n s.  ese are th e

unk nowns th at sta nd b etw een yo u r te a m an d yo u r lo n g-te rm g o al. N ow

th at y o u’v e ru n yo u r te st a nd id en tiﬁ ed p atte rn s in th e re su lt s , it ’s tim e to

lo ok b ack a t th ose sp rint q uestio n s.  ese q uestio n s w ill h elp y o u d ecid e

w hic h p atte rns a re m ost i m porta n t, a n d a ls o p oin t y o u t o w ard n ex t s te p s.

S la ck h ad tw o big sp rint questio n s. F ir s t, th ey w on dere d , “C an w e

ex p la in Sla ck to p eo p le w ho h ave n ever tr ie d it ? ” A fte r th e sp rin t, th e

ans wer w as “ Y es . . . m ay b e.” “  e T en acio u s T ou r” h ad d on e a d ece n t jo b

of e x p la ini ng S la ck . B ut M erc i a n d th e re st o f th e te a m w ere n ’t sa tis ﬁ ed

w it h a “d ece nt jo b.”  ey w ant ed to ﬁ x “  e T en acio u s T ou r” a n d m ak e it

e ven bette r.

 eir s e co nd q uestio n was “ C an w e h elp a n in div id ual u n ders ta n d S la ck

b efo re th eir te a m jo ins ?” E very te a m th at a d op ts S la ck s ta rts w it h a s in gle

p ers o n.  at p ers o n has to im ag in e w hat it w ill b e li k e to u se th e s o ftw are

w it h a w hole t e a m b efo re c o n vin cin g h is o r h er c o w ork ers t o jo in .  e f a k e

te a m in “B ot T ea m ” w as a n att e m pt to so lv e th is p ro b le m , a n d it w as a

fa ilu re . S till, S la ck t h ou gh t t h ere m ig h t b e a d iﬀ ere n t w ay to a p pro ach th is

c h alle ng e o n th e m ark eting p ag e. S o th ey a n sw ere d , “ N o . . . m ay b e,” a n d

vo w ed t o t r y a g ain in th eir ne xt s p rin t.

A t th e e nd o f y o u r o w n sp rint , y o u’l l d o th e sa m e. R evie w y o u r lo n g-

te rm g o al a nd sp rint q uestio ns fro m M on day. Y ou p ro b ab ly w on’t a n sw er

e very q uestio n, b u t l i k e S la ck , y o u’l l m ak e p ro gre ss. Afte r lo ok ing b ack , it ’s u su all y e a sy t o ﬁ gu re o u t t h e n ex t s te p .  e t e a m

ca n have a s h ort d is c u ssio n, a nd th en (y o u g u esse d it ) th e D ecid er d ecid es

h ow t o f o llo w u p. A w in ner e ve ry t im e

M ay b e th e b est p art a b ou t a sp rin t is th at y o u c a n ’t lo se . If y o u te st y o u r

p ro to ty p e w it h c u sto m ers , y o u’l l w in th e b est p riz e o f a ll—t he c h an ce to

le a rn, in ju st ﬁ ve d ay s, w heth er y o u’r e o n th e rig h t tr a ck w it h y o u r id ea s.

 e r e su lt s d on’t f o llo w a ne at t e m pla te . Y ou c a n h ave e ﬃc ie n t f a ilu re s t h at

a re g o od ne ws, ﬂ aw ed su cce sse s th at n eed m ore w ork , an d m an y o th er

o u tc o m es. L et’s lo ok a t h ow ﬁ ve te a m s in te rp re te d th eir te st re su lt s , a n d

w hat t h ey d ecid ed t o d o ne xt.

S la ck h ad tw o o u tc o m es fro m th eir sp rin t. F ir s t, th ey h ad a n e ﬃc ie n t

fa ilu re w hen th ey d is c o vere d th at o n e s o lu tio n d id n’t w ork , s a v in g m on th s

of eng ine ering w ork and ex tr a o rd in ary co st.  eir o th er p ro to ty p e w as a

ﬂ aw ed su cce ss.  re e w eek s la te r, th e te a m re co n ven ed fo r a fo llo w -u p

sp rint to im pro ve o n “ e T en acio u s T ou r.”  ey b ett e r ex p la in ed h ow

m essa g ing w ork ed .  ey im pro ved th eir d ia g ra m s a n d c la riﬁ ed th e g u id e.

W hen th ey te ste d th e im pro ved p ro to ty p e, th e r e su lt s w ere s ta rk :  e n ew

w eb sit e w as u nd ers to od b y ﬁ ve o u t o f ﬁ ve c u sto m ers , a n d S la ck b u ilt a n d

la u nc hed i t a fte rw ard .

 e ro b ot m ak ers S av io k e h ad a sp rin t w it h a ra re o u tc o m e— vir tu all y

e very id ea w e te ste d w as su cc e ssfu l. A fte rw ard , th e te a m pou re d th eir

e ﬀ orts int o b ring ing th ose id ea s to m ark et, a n d it p aid o ﬀ in th e fo rm o f

gre a t p re ss c o vera g e a nd ne w h ote l c u sto m ers .

B lu e B ottle C oﬀ ee te ste d th re e co m petin g pro to ty p es in a cla ssic

R um ble . O ne id ea w as an eﬃ cie n t fa ilu re ; th e oth er tw o w ere ﬂ aw ed su cce sse s. B lu e B ottle to ok th e b est e le m en ts f ro m th ose tw o w in ners a n d

m erg ed t h em i nt o a w eb sit e t h at d ra m atic a ll y i n cre a se d s a le s.

F la tir o n’s sp rint q uestio n was a b ig o n e: W ou ld ca n ce r cli n ic s ch an ge

th eir w ork ﬂ ow to u se a ne w to o l?  e s ta k es w ere h ig h . I f th ey c o n vin ce d

re se a rc h c o ord in ato rs to s w it c h , th ey c o u ld e n ro ll m ore p atie n ts in c li n ic a l

tr ia ls . W ork ing to geth er, w e p ro to ty p ed n ew so ftw are , th en te ste d it w it h

r e se a rc h co ord in ato rs .  e re su lt w as an ex cit in g ﬂaw ed su cce ss.  e

co ord ina to rs d id n’t lo ve e very p art o f th e p ro to ty p e, b u t th eir e n th usia stic

r e actio n to th e c o nc ep t g ave F la tir o n th e c o n ﬁ den ce to c o n tin ue d esig n in g

and d evelo p ing th e so ftw are . S ix m on th s la te r, c li n ic s w ere u sin g th e re a l

th ing t o m atc h p atie nt s t o t r ia ls .

M an y tim es, a su cce ssfu l te st is n ot th e en d o f th e p ro ce ss, b u t th e

beg inni ng. In 2014 we ra n a sp rin t w it h M ed iu m , a w rit in g pla tfo rm

c re a te d b y T w it te r f o u nd er E v W illi a m s. E v a n d h is t e a m h ad s e vera l id ea s

fo r im pro ving M ed iu m ’s co m men tin g an d dis c u ssio n to ols , an d afte r

F rid ay ’s te st, th ere w ere s e vera l ﬂ aw ed s u cce sse s w orth p urs u in g. M ed iu m ’s

e ng ine ering te a m sp ent th e ne xt w eek b u ild in g tw o o f th e str o n gest id ea s

fro m th e sp rint .  en, as a te st, th ey la u n ch ed th em to a fra ctio n of

M ed iu m ’s u se rs . I t w as a fo llo w -u p s p rin t w it h la rg e-sc a le d ata . (I t tu rn ed

o u t t h at b oth i d ea s i nc re a se d d is c u ssio n .)

M an y co m pani es w ant to la u n ch q uic k ly so th ey ca n get d ata fro m

h und re d s, th ou sa nd s, o r e ven milli o n s o f p eo p le .  at la rg e-sc a le d ata is

g re a t. B ut i n th e r u sh t o g et t h ere , i t ’s e a sy t o m is s t h e o p portu n it y t o g ath er

sm all- sc a le d ata e a rly , w hen th ere ’s s till t im e t o c o u rs e -c o rre ct. A s M ed iu m ’s sto ry illu str a te s, y o u c a n have t h e b est o f b oth w orld s. Y ou c a n t a lk t o y o u r

cu sto m ers , a n d y o u c a n le a rn fro m l a rg e-sc a le d ata . Mad e f o r p eo p le

W hen yo u g et i nt o a r e g u la r r h yth m o f l i s te n in g t o c u sto m ers , i t c a n r e m in d

yo u w hy y o u’r e w ork ing s o h ard i n t h e ﬁ rs t p la ce . E very i n te rv ie w d ra w s y o u

and y o u r te a m c lo se r to th e p eo p le y o u’r e tr y in g to h elp w it h y o u r p ro d uct

o r s e rv ic e .

If y o u c o nt inu e r u nni ng s p rint s, a n d if y o u’r e t r u e t o y o u r v is io n , t h e d ay

w ill c o me w hen yo u’l l c lo se t h at g ap . Y ou’l l b e w atc h in g s o m e F rid ay ’s t e st,

a nd yo u’l l se e p eo p le u nd ers ta nd yo u r id ea , b eli e ve it w ill im pro ve th eir

li v es, a nd a sk t h e I nt erv ie w er h ow t o b u y i t .

I n th ese m om ent s, it ’s li k e M is s io n C on tr o l c h eerin g w hen th e A pollo

13 mod ule sa fe ly sp la sh es d ow n in th e P aciﬁ c. It’s li k e th e th ie ves fro m

O ce a n ’s E le v en w atc h ing t h e f o u nt ain afte r t h e h eis t, o r G an dalf s w oop in g i n

o n a g ia nt ea g le to re sc u e F ro d o an d S am . It’s am az in g. It’s w hat w ork

s h ou ld be ab ou t—no t w asting tim e in en d le ss m eetin gs, th en se e k in g

ca m ara d erie in a te a m -b u ild in g even t at a bow li n g alle y —b ut w ork in g

to geth er t o b u ild s o m eth ing t h at m atte rs t o r e a l p eo p le .  is is t h e b est u se

o f y o u r t im e.  is i s a s p rint . Lif t o ff It’s a fre e z ing D ece m ber d ay, o verc a st a n d b lu ste ry. T w o c o fo u n ders le a n

c lo se to e ach o th er a nd e x ch ang e a fe w w ord s. O ne w eek a g o, th eir la te st

p ro to ty p e fa ile d , b u t th ey th ink th ey k n ow w hy.  ey ’v e m ad e a fe w ﬁ xes,

a nd th is m orni ng, b oth m en fe el c o n ﬁ den t. A fte r m ore th an th re e y e a rs o f

b u ild ing a nd t e sting , t h eir c ra z y l o n g-te rm g o al m ig h t b e i n r e ach .

A c u tting t w ent y-m ile -p er- h ou r w in d c u rls ﬁ ne s p ra y o ﬀ t h e s a n d. M ost

p eo p le w ou ld s a y t h e w ea th er s u ck s, b u t t h e t w o m en h ard ly s e em t o n otic e .

If th eir p ro to ty p e fa ils , th ey ’l l still le a rn so m eth in g, an d th ey k n ow th at

o nl y ﬁ ve p eo p le w ill se e it h ap p en .  ey m ak e th e ﬁ nal p re p ara tio n s a n d

ch eck i n wit h t h e o b se rv ers . I t’s t im e t o b eg in .

A nd it w ork s. F or tw elv e g lo rio u s s e co n ds, e very th in g g o es r ig h t.  eir

s e co nd te st is a no th er su cce ss, a n d th e th ir d . H ou rs a fte r b eg in nin g, th ey

ru n th e f o u rth a nd ﬁ na l t e st o f t h e d ay, a n d b oom ! F ou r- fo r- fo u r. I n th e la st

te st, th e p ro to ty p e w ork s fo r a fu ll ﬁ ft y -n in e se co n ds, a n d th e c o fo u n ders

a re e la te d .

It’s 1903 , and O rv ille and W ilb u r W rig h t h ave ju st b eco m e th e ﬁ rs t

h um ans t o ﬂ y a p ow ere d a ir c ra ft.

• • •

I t’s e a sy to th ink o f th e W rig h t b ro th ers a s o th erw orld ly h is to ric ﬁ gu re s

w hose f a m ou s ﬂ ig h t w as a n unp ara lle le d w ork o f g en iu s. B ut a s a r e ad er o f th is b ook , y o u m ig h t re co gni ze th e m eth od s a n d h ard w ork th at g o t th em

o ﬀ t h e g ro u nd .

 e W rig h t b ro th ers s ta rte d w it h a n a m bit io u s, p ra ctic a ll y c ra z y g o al. A t

ﬁrs t, th ey d id n’t k no w h ow to g et th ere . S o th ey ﬁ gu re d o u t w hic h b ig

q uestio ns th ey ne ed ed to ans wer. In 1899, th e W rig h ts did th eir ow n

vers io n of A sk th e E xp erts b y c o rre sp on din g w it h o th ers w ho h ad tr ie d to

ﬂ y and w rit ing to th e Sm it h so n ia n In stit u te fo r te ch nic a l pap ers on

ae ro d yna mic s.  ey fo u nd ex is tin g id ea s by re se a rc h in g kit e s an d h an g

gli d ers , o b se rv ing b ir d s, a nd s tu d yin g b oat p ro p elle rs .  en t h ey c o m bin ed ,

re m ix ed , a nd i m pro ved .

F or th e ne xt fe w ye a rs , th ey m ad e p ro gre ss b y sta y in g in a p ro to ty p e

m ind se t. O ne ste p a t a tim e, th ey is o la te d c h alle n ges a n d b ro k e th ro u gh

o b sta c le s. C ou ld th ey g et e no ugh li f t? W ou ld a p ers o n b e a b le to k eep a n

a ir c ra ft s te ad y? C ou ld th ey a d d a n e n gin e? A lo n g th e w ay, th ey c ra sh ed . A

lo t. B ut e ach tim e, th ey u se d a n ew p ro to ty p e p urp ose -b u ilt to a n sw er o n e

sp eciﬁ c q uestio n.  ey r e m aine d ﬁ xed o n t h e lo n g-te rm g o al, a n d t h ey k ep t

go ing .

Sou nd fa m ili a r?  e W rig h t b ro th ers d id n’t u se sp rin ts to in ven t th e

air p la ne . B ut t h ey u se d a s im ila r t o olk it . A nd t h ey u se d it , a n d u se d it , a n d

use d it . F orm ing a questio n, bu ild in g a pro to ty p e, an d ru n n in g a te st

b eca m e a w ay o f l i f e .

S print s c a n cre a te th ose h ab it s in y o u r c o m pan y. A fte r y o u r ﬁ rs t s p rin t,

y o u m ig h t no tic e a s h if t in th e w ay y o u r t e a m w ork s. Y ou’l l lo ok f o r w ay s t o

tu rn dis c u ssio ns int o t e sta b le h yp oth ese s. Y ou’l l lo ok f o r w ay s t o a ns wer b ig

q uestio ns , no t so m ed ay, bu t th is w eek . You’l l bu ild co n ﬁ den ce in on e ano th er’s e x p ertis e a nd in yo u r c o lle ctiv e a b ili t y to m ak e p ro gre ss to w ard

a m bit io u s g o als .

 e p h ra se “a m bit io u s g o al” m ig h t so u n d li k e co rp ora te -sp ea k o r th e

head li ne o f a b ad ins pir a tio na l p oste r. B ut w e s h ou ld n’t b e e m barr a sse d to

h ave a m bit io u s g o als a t w ork . E ach o f u s h as o n ly s o m uch t im e in a d ay, in

a y e a r, a nd in ou r li v es. W hen yo u g o to w ork in th e m orn in g, y o u s h ou ld

k no w t h at y o u r t im e a nd e ﬀ ort w ill c o u n t. Y ou s h ou ld h ave c o n ﬁ den ce t h at

yo u’r e m ak ing a d iﬀ ere nc e in re a l p eo p le ’s li v es. W it h t h e t e ch niq ues in t h is

b ook , y o u c a n bring f o cu s t o t h e w ork t h at m atte rs .

S inc e 20 12 we’v e ru n more th an on e h un dre d sp rin ts w it h sta rtu p s.

 at’s a b ig nu mber, b u t it p ale s in c o m paris o n to th e n um ber o f p eo p le

w ho h ave ta k en th e sp rint pro ce ss an d use d it on th eir ow n to so lv e

p ro b le m s, r e d uce r is k , a nd m ak e b ette r d ecis io n s a t w ork .

W e’v e h ea rd ab ou t sp rint s in cla ssro om s. A t C olu m bia U niv ers it y in

N ew Y ork C it y , p ro fe sso r R . A . F arro k h nia w an te d to te ach h is b u sin ess

a nd e ng ine ering stu d ent s h ow to ru n a sp rin t, b u t—w it h th e ty p ic a l c la ss

sc h ed ule —t here w as no w ay to g et a s o li d w eek o f tim e. S o h e h ack ed th e

sy ste m . P ro fe sso r F arro k h ni a f o u n d a f re e w eek a t t h e e n d o f s u m mer t e rm

a nd o rg ani zed a n ex p erim ent al “ b lo ck w eek ” c la ss t h at w ou ld s tr e tc h a cro ss

th e fu ll ﬁve day s.  e ty p ic a l cla ssro om at C olu m bia is arr a n ged in

a u d it o riu m se a ting , no t id ea l fo r a sp rin t, so h e tr a ck ed d ow n c la ssro om s

being r e m od ele d a nd h au le d i n so m e w hit e b oard s.  e s p rin t w as o n .

In Sea ttle , W ash ing to n, tw o h ig h sc h ool m ath te ach ers n am ed N ate

C hip ps and T ay lo r D unn use d a sp rin t to te ach th eir stu d en ts ab ou t

p ro b ab ili t y .  e s tu d ent s c re a te d h ig h -ﬁ deli t y p ro to ty p es o f a b oard g am e i n one c la ss p erio d . I n th e ne xt c la ss, th ey w atc h ed a s th eir p eers p la y e d th e

pro to ty p e g am e, m ak ing no te s a b ou t w hic h id ea s w ork ed a n d w hic h d id n’t .

B y th e tim e th ey tu rne d in th eir ﬁ nal a ssig n m en t (a re vis e d v ers io n o f th e

gam e), t h ey ’d o b se rv ed h ow t h e p ro b ab ili t y p rin cip le s o p era te d i n r e a l l i f e .

W e’v e h ea rd a b ou t s p rint s in all k in ds o f c o n te x ts . L eg en dary c o n su lt in g

ﬁ rm M cK ins ey & Com pan y beg an ru n n in g sp rin ts , as did ad vertis in g

ag enc y W ie d en+K enne dy.  e sp rin t pro ce ss is use d at go vern m en t

ag enc ie s a nd no npr oﬁ ts , a s w ell a s a t m ajo r te ch ﬁ rm s, a t c o m pan ie s li k e

A ir b nb and Face b ook . W e’v e hea rd sp rin t sto rie s fro m M un ic h ,

Jo h anne sb u rg , W ars a w , Bud ap est, São Pau lo , M on tr e a l, Am ste rd am ,

Sing ap ore , a nd e ven W is c o ns in.

I t’s b eco m e c le a r th at sp rint s a re v ers a tile , a n d th at w hen te a m s fo llo w

th e p ro ce ss, it ’s t r a ns fo rm ativ e. W e h op e y o u’v e g o t t h e it c h t o g o r u n y o u r

ow n ﬁrs t s p rint — at w ork , in a v o lu n te er o rg an iz atio n , a t s c h ool, o r e ven t o

tr y a c h ang e i n yo u r p ers o na l l i f e .

Y ou c a n r u n a s p rint a n ytim e y o u’r e n ot s u re w hat t o d o, o r s tr u ggli n g t o

g et s ta rte d , o r d ea li ng w it h a h ig h -sta k es d ecis io n .  e b est s p rin ts a re u se d

to s o lv e i m porta nt p ro b le m s, s o w e e n co u ra g e y o u t o p ic k a b ig ﬁ gh t.

 ro u gh ou t th e b ook , yo u le a rn ed a h an dfu l o f u n co n ven tio n al id ea s

a b ou t h ow t o w ork f a ste r a nd s m arte r:

• I ns te ad o f ju m ping r ig h t i nt o s o lu tio n s, t a k e y o u r t im e t o m ap o u t

th e p ro b le m a nd a g re e o n an ini tia l t a rg et. S ta rt s lo w s o y o u c a n g o

fa st. • I ns te ad o f s h ou ting o u t i d ea s, w ork i n dep en den tly t o m ak e d eta ile d

sk etc h es o f p ossib le s o lu tio ns . G ro u p b ra in sto rm in g i s b ro k en , b u t

th ere i s a b ette r w ay.

• I ns te ad o f a b str a ct d eb ate a nd e n d le ss m eetin gs, u se v o tin g a n d a

D ecid er t o m ak e c ris p d ecis io ns t h at r e ﬂ ect y o u r t e a m ’s p rio rit ie s.

I t’s t h e w is d om o f t h e c ro w d w it h ou t t h e g ro u p th in k.

• I ns te ad o f g etting a ll t h e d eta ils r ig h t b efo re t e stin g y o u r s o lu tio n ,

cre a te a f a ç ad e. A dop t t h e “ p ro to ty p e m in dse t” s o y o u c a n l e a rn

q uic k ly .

• A nd i ns te ad o f g u essing a nd h op in g y o u’r e o n t h e r ig h t t r a ck —a ll

t h e w hile i n vesting p ile s o f m one y a n d m on th s o f t im e i n to y o u r

id ea s—t est y o u r p ro to ty p e w it h t a rg et c u sto m ers a n d g et t h eir

h one st r e actio ns .

At G V, w e in vest in sta rtu p s b eca u se w e w an t t h em t o c h an ge t h e w orld

f o r th e b ette r. W e w ant y o u to c h an ge th e w orld , to o. T o th at e n d, w e’l l

le a ve y o u w it h o ne m ore t h ou gh t a b ou t t h e W rig h t b ro th ers , t h is o n e f ro m

th eir frie nd Jo h n T. D ani els , w ho w as p re se n t at th eir fa m ou s ﬂ ig h t o n

D ece m ber 17, 1903.

“ I t w asn ’t lu ck t h at m ad e t h em ﬂ y; i t w as h ard w ork a n d c o m mon s e n se ,”

s a id D ani els . H e w ent o n: “G ood L ord , I’m a -w on derin g w hat a ll o f u s

co u ld d o if w e h ad fa it h in ou r id ea s a n d p ut a ll o u r h ea rt a n d m in d a n d

ene rg y i nt o t h em l i k e t h ose W rig h t b oys d id !”

W e’r e a-w ond ering , to o. W e th in k yo u ca n acco m pli s h a lo t, an d w e

kno w ju st h ow y o u s h ou ld s ta rt. Check lis ts In t h e f o llo w in g p ag es, y o u’l l ﬁ nd c h eck li s ts f o r e very p art o f y o u r

sp rin t. ( Y ou c a n a ls o ﬁ nd t h ese l i s ts a t th esp rin tb ook .c o m .)

R un nin g a s p rin t i s k in d o f l i k e b ak in g a c a k e: I f y o u d on’t

f o llo w t h e r e cip e, y o u m ig h t e n d u p w it h a d is g u stin g m ess. Y ou

w ou ld n’t s k ip t h e s u gar a n d e g gs a n d e x p ect y o u r c a k e t o t u rn o u t,

a n d l i k ew is e , y o u c a n ’t s k ip t h e p ro to ty p in g a n d t e stin g a n d e x p ect

y o u r s p rin t t o w ork .

F or you r ﬁ rs t f ew sprin ts , f ol lo w all t h e s te p s . O nce y o u’v e g o t

it d ow n, f e el f re e t o e x p erim en t, ju st l i k e a n e x p erie n ce d b ak er.

A nd w hen y o u ﬁ nd s o m eth in g n ew t h at m ak es t h e p ro ce ss w ork

b ette r f o r y o u , p le a se l e t u s k n ow ! SE T T HE S TA G E

• Ch oose a b ig c h alle n ge. U se s p rint s w hen th e s ta k es a re h ig h , w hen t h ere ’s

no t e no ugh t im e, o r w hen yo u’r e ju st p la in s tu ck . ( p . 26 )

• G et a D ecid er ( o r t w o). W it h ou t a D ecid er, d ecis io ns w on’t s tic k . I f y o u r

D ecid er c a n ’t jo in th e e nt ir e s p rin t, h ave h er a p poin t a d ele g ate w ho c a n .

(p. 31 )

• R ecru it a s p rin t t e a m . S even peo p le o r fe w er. G et d iv ers e s k ills a lo n g w it h

t h e p eo p le w ho w ork o n th e p ro je ct d ay -to -d ay. ( p . 34 )

• S ch ed ule e xt ra e xp erts . N ot e very e x p ert c a n be in th e s p rin t a ll w eek . F or

M ond ay afte rno on, sc h ed ule ﬁ fte en - to tw en ty -m in ute in te rv ie w s w it h

e x tr a e x p erts . P la n fo r t w o t o t h re e h ou rs t o ta l. ( p . 36 )

• P ic k a F acili t a to r. S he w ill m ana ge tim e, c o n vers a tio n s, a n d th e o vera ll

s p rint p ro ce ss. L ook fo r s o m eo n e w ho’s c o n ﬁ den t le ad in g a m eetin g a n d

sy nt hesiz ing d is c u ssio ns o n th e ﬂ y. I t m ig h t b e y o u ! ( p . 36 )

• B lo ck ﬁ ve f u ll d ay s o n t h e c a le n dar. R ese rv e tim e w it h y o u r s p rint te a m

fro m 10 a.m . to 5 p.m . M ond ay th ro u gh  urs d ay, a n d 9 a.m . to 5 p.m .

Frid ay. ( p . 40 )

• B ook a r o om w it h t w o w hit e b oard s. R ese rv e a s p rint r o om fo r th e e n tir e

w eek . If it doesn ’t have tw o w hit e b oard s in it alr e ad y, bu y so m e or

im pro vis e . B ook a s e co nd r o om f o r F rid ay ’s i n te rv ie w s. ( p . 44 )

K ey I dea s • N o d is tr a ctio n s. N o la p to p s, p h one s, o r iP ad s a llo w ed . I f y o u n eed y o u r

d evic e , l e a ve t h e r o om o r w ait f o r a b re a k . ( p . 41 )

• T im eb ox. A tig h t s c h ed ule b u ild s c o nﬁ den ce in th e s p rin t p ro ce ss. U se a

T im e T im er t o c re a te f o cu s a nd u rg en cy. ( p . 47 )

• P la n f o r a la te lu n ch . S na ck b re a k a ro u nd 11: 30 a.m . a n d lu n ch a ro u n d 1

p .m .  is s c h ed ule m aint ains e ne rg y a n d a vo id s l u n ch c ro w ds. ( p . 40 ) SP R IN T S U PPLIE S

• L ots o f w hit e b oard s. W all- m ou nt ed a re b est, b u t ro lli n g w hit e b oard s a re

g o od , to o. A lt e rna tiv es: Id ea P ain t, P ost- it ea se l p ad s, o r b u tc h er p ap er

ta p ed to th e w alls . G et tw o b ig w hit e b oard s (o r e q uiv ale n t su rfa ce a re a ).

(p . 43 )

• Y ello w 3- by-5 stic k y note s. Stic k w it h cla ssic ye llo w , beca u se th e

m ult ic o lo re d no te s c a u se u nne ce ssa ry c o gn it iv e l o ad . G et ﬁ fte en p ad s.

• B la ck w hit e b oard m ark ers . U sing a th ic k m ark er w ill k eep yo u r id ea s

p it h y an d ea sy fo r o th ers to re ad . W e p re fe r w hit e b oard m ark ers o ver

S harp ie s b eca u se t h ey ’r e m ore v ers a tile , t h ey s m ell le ss, a n d y o u d on’t h ave

to worr y ab ou t accid ent all y putt in g a perm an en t m ark on yo u r

w hit e b oard . G et t e n m ark ers .

• G re en a n d r e d w hit e b oard m ark ers . F or F rid ay ’s o b se rv atio n no te s. G et

te n of e ach c o lo r.

• B la ck f e lt - tip p en s. F or s k etc h ing o n Tuesd ay. A vo id s u p er- th in p en s t h at

enc ou ra g e m ic ro sc o p ic w rit ing . W e li k e th e m ed iu m -p oin t P ap er M ate

F la ir . G et t e n pens .

• P rin te r p ap er. F or s k etc h ing (s a d ly , no t e very th in g ﬁ ts o n a s tic k y n ote ).

G et o ne h und re d s h eets , l e tte r- siz e o r A 4. • M ask in g t a p e. F or p osting s o lu tio n sk etc h es o n th e w alls . G et o n e r o ll.

• S m all d ot s tic k ers ( 1/4- in ch ). F or h ea t m ap v o te s. M ust b e a ll th e sa m e

co lo r (w e li k e blu e). If yo u’r e se a rc h in g on li n e, th ese are ofte n ca lle d

“R ou nd C olo r C od ing L ab els .” G et a b ou t t w o h un dre d s m all d ots .

• L arg e d ot s tic k ers ( 3/4- in ch ) —F or H ow M ig h t W e v o te s, s tr a w p oll, a n d

su p erv o te s. M ust b e a ll t h e s a m e c o lo r, a n d a d iﬀ ere n t c o lo r t h an t h e s m all

d ots ( w e l i k e p ink o r o ra ng e). G et a b ou t o n e h un dre d l a rg e d ots .

• T im e T im ers . F or k eep ing tim e th ro u gh ou t th e sp rin t. G et tw o: o n e to

k eep th e c u rre nt a ctiv it y o n tim e, a n d o n e to re m in d y o u w hen to ta k e a

b re a k .

• H ea lt h y sn ack s. G ood sna ck s w ill help keep yo u r te a m ’s en erg y up

th ro u gh ou t t h e d ay. E at r e a l f o o d li k e a p ple s, b an an as, y o gu rt, c h eese , a n d

nu ts . F or a b oost, h ave d ark ch oco la te , co ﬀ ee, a n d te a . G et m ore th an

eno ugh f o r e very b od y. MONDAY

N ote : Sch ed u le s a re a p pro x im ate . D on ’t w orr y if y ou r u n b eh in d. R em em ber to

t a ke b rea ks e v er y six ty to n in ety m in ute s ( o r a ro u n d 11:30 a.m . an d 3:30 p.m .

ea ch d ay).

10 a .m .

• W rit e t h is c h eck li s t o n a w hit e b oard . W hen yo u’r e d one , c h eck o ﬀ th is

ﬁ rs t it e m. S ee h ow e a sy t h at w as? K eep c h eck in g o ﬀ it e m s t h ro u gh ou t t h e

day.

• I n tr o d uctio n s. If so m e p eo p le d on’t k no w o ne an oth er, d o a ro u n d o f

int ro d uctio ns . P oint o u t t h e F acili t a to r a n d t h e D ecid er a n d d esc rib e t h eir

r o le s.

• E xp la in t h e s p rin t. I n tr o d uce t h e ﬁ ve-d ay s p rint p ro ce ss ( y o u c a n u se t h e

sli d e d eck o n th esp rint book .c o m ). R un th ro u gh th is c h eck li s t a nd b rie ﬂ y

desc rib e e ach a ctiv it y .

10: 15-i sh

• S et a l o n g-te rm g o al. G et o p tim is tic . A sk : W hy a re w e d oin g t h is p ro je ct?

W here d o w e w ant to b e in six m on th s, a y e a r, o r e ven ﬁ ve y e a rs fro m

no w? W rit e t h e l o ng -te rm g o al o n a w hit e b oard . ( p . 55 )

• L is t s p rin t q u estio n s. G et p essim is tic . A sk : H ow c o u ld w e f a il? T urn t h ese

fe a rs in to questio ns yo u co u ld an sw er th is w eek . Lis t th em on a

w hit e b oard . ( p . 57 ) 11:30-i sh

• M ak e a m ap . L is t c u sto m ers a nd k ey p la y e rs o n t h e le ft. D ra w t h e e n din g,

w it h yo u r co m ple te d go al, on th e rig h t. F in all y , m ak e a ﬂ ow ch art in

b etw een sh ow in g how cu sto m ers in te ra ct w it h yo u r pro d uct. K eep it

s im ple : ﬁ ve t o ﬁ fte en ste p s. ( p . 65 )

1 p .m .

• L un ch b re a k . E at to geth er if yo u ca n (it ’s fu n ). R em in d yo u r te a m to

c h oose a li g h t lu nc h t o m aint ain en erg y in t h e a fte rn oon .  ere a re s n ack s

if y o u g et h ung ry l a te r.

2 p .m .

• A sk t h e E xp erts . I nt erv ie w e x p erts o n yo u r s p rin t te a m a n d g u ests f ro m

th e o u ts id e. A im fo r ﬁ fte en to th ir ty m in ute s e ach . A sk a b ou t th e v is io n ,

cu sto m er r e se a rc h , h ow t h ing s w ork , a n d p re vio u s e ﬀ orts . P re te n d y o u’r e a

r e p orte r. U pd ate l o ng -te rm g o al, q uestio n s, a n d m ap a s y o u g o. ( p . 71 )

• E xp la in H ow M ig h t W e n ote s. D is tr ib u te w hit e b oard m ark ers a n d s tic k y

no te s. R efra m e p ro b le m s a s o p portu n it ie s. S ta rt w it h t h e le tte rs “ H M W ”

on th e t o p le ft c o rne r. W rit e o ne id ea p er s tic k y n ote . M ak e a s ta ck a s y o u

go. ( p . 73 )

4-i sh

• Or gan iz e H ow M ig h t W e n ote s. S tic k a ll t h e H ow M ig h t W e n ote s o n to

a w all in an y o rd er. M ove s im ila r id ea s n ex t t o o n e a n oth er. L ab el t h em es

a s t h ey e m erg e. D on’t p erfe ct i t . S to p a fte r a b ou t t e n m in ute s. ( p . 79 ) • V ote o n H ow M ig h t W e n ote s. E ach p ers o n has t w o v o te s, c a n vo te o n h is

o r h er o w n no te s, o r e ven th e s a m e n ote tw ic e . M ove w in n ers o n to y o u r

m ap . ( p . 80 )

4: 30-i sh

• P ic k a ta rg et. C ir c le yo u r m ost im porta nt cu sto m er an d on e ta rg et

m om ent o n th e m ap .  e te a m c a n w eig h in , b u t th e D ecid er m ak es th e

ca ll. ( p . 87 )

K ey I dea s

• S ta rt a t t h e e n d. S ta rt b y im ag in ing y o u r e nd re su lt a n d ris k s a lo n g th e

w ay.  en work b ack w ard to ﬁ gu re o u t th e s te p s y o u’l l n eed to g et th ere .

(p . 53 )

• N ob od y k n ow s e v ery th in g. N ot e ven th e D ecid er. A ll th e k n ow le d ge o n

yo u r s p rint te a m is lo ck ed a w ay in e ach p ers o n’s b ra in . T o s o lv e y o u r b ig

p ro b le m , yo u’l l ne ed to unl ock th at kn ow le d ge an d bu ild a sh are d

u nd ers ta nd ing . ( p . 70 )

• R efr a m e p ro b le ms a s o p p ortu n it ie s. L is te n ca re fu ll y f o r p ro b le m s a n d u se

“ H ow m ig h t w e” p h ra sing t o t u rn t h em i n to o p portu n it ie s. ( p . 74 )

F acilit a tor T ip s

• A sk fo r p erm is sio n . A sk th e g ro u p fo r p erm is sio n to fa cili t a te . E xp la in

t h at y o u’l l tr y to k eep th ing s m ovin g, w hic h w ill m ak e th e sp rin t m ore

e ﬃc ie nt f o r e very o ne . ( p . 89 ) • A BC: A lw ay s b e c a p tu rin g. S ynt hesiz e t h e t e a m ’s d is c u ssio n in to n ote s o n

th e w hit e b oard . Im pro vis e w hen n eed ed . K eep ask in g, “H ow sh ou ld I

ca p tu re t h at? ” ( p . 89 )

• A sk o b vio u s q u estio n s. P re te nd t o b e na iv e. A sk “ W hy?” a l o t. ( p . 90 )

• T ak e c a re o f t h e h um an s. K ee p y o u r te a m e ne rg iz ed . T ak e b re a k s e very

six ty t o ni ne ty m inu te s. R em ind p eo p le t o s n ack a n d t o e a t a li g h t lu n ch .

(p. 90 )

• D ecid e a n d m ove o n . S lo w d ecis io ns sa p e ne rg y a nd th re a te n th e sp rin t

tim eli ne . I f t h e g ro u p s ink s int o a lo n g d eb ate , a sk t h e D ecid er t o m ak e a

c a ll. ( p . 91 ) TU ESD AY

10 a .m .

• L ig h tn in g D em os. L ook a t g re a t so lu tio ns fro m a ra n ge o f c o m pan ie s,

inc lu d ing y o u rs .  re e m inu te s p er d em o. C ap tu re g o od i d ea s w it h a q uic k

d ra w ing o n th e w hit e b oard . ( p . 96 )

12: 30-i sh

• D iv id e o r s w arm . D ecid e w ho w ill s k etc h w hic h p art o f t h e m ap . I f y o u’r e

ta rg eting a b ig c h unk o f th e m ap in y o u r sp rin t, d iv id e it u p a n d a ssig n

so m eo ne t o e ach s e ctio n. ( p . 102 )

1 p .m .

• L un ch

2 p .m .

 e F ou r- S te p S ketc h . B rie ﬂ y e x p la in th e fo u r ste p s. E very o n e sk etc h es.

W hen yo u’r e d one , p la ce t h e s k etc h es in a p ile a n d s a ve t h em f o r t o m orro w .

(p. 109 )

• 1. N ote s. T w ent y m inu te s. S ile nt ly w alk aro u n d th e ro om an d g ath er

no te s. ( p . 110 )

• 2. I d ea s. T w ent y m inu te s. P riv ate ly jo t d ow n s o m e r o u gh id ea s. C ir c le t h e

m ost p ro m is ing o ne s. ( p . 111 )

• 3. Cr az y 8s . E ig h t m inu te s. F old a s h eet o f p ap er to c re a te e ig h t f ra m es.

S ketc h a v aria tio n of o ne o f y o u r b est id ea s in e ach f ra m e. S pen d o n e minu te p er s k etc h . ( p . 111 )

• 4. S olu tio n sk etc h .  ir ty to ni ne ty m inu te s. C re a te a th re e-p an el

sto ry b oard b y s k etc h ing in th re e s tic k y n ote s o n a s h eet o f p ap er. M ak e

it se lf - e x p la na to ry. K eep it ano nym ou s. U gly is o k ay. W ord s m atte r.

G iv e i t a c a tc h y t it le . ( p . 114 )

K ey I dea s

• R em ix an d im pro ve. E very g re a t in vent io n is b u ilt o n e x is tin g id ea s. ( p .

96 )

• A nyo n e c a n s k etc h . M ost s o lu tio n sk etc h es a re ju st r e cta n gle s a n d w ord s.

(p . 104 )

• Co ncre te b ea ts a b str a ct. U se s k etc h es t o t u rn ab str a ct id ea s in to c o n cre te

s o lu tio ns t h at c a n be a sse sse d b y o th ers . ( p . 106 )

• W ork a lo n e to geth er. G ro u p b ra ins to rm s d on’t w ork . In ste ad , g iv e e ach

p ers o n tim e t o d evelo p s o lu tio ns o n h is o r h er o w n. ( p . 107 )

R ecru it C ustom ers f or Frid ay ’s T est

• P ut s o m eo n e i n c h arg e o f r e cru it in g. I t w ill t a k e a n ex tr a o ne o r t w o h ou rs

o f w ork e ach d ay d uring t h e s p rin t. ( p . 119 )

• R ecru it on Cr aig sli s t. P ost a gene ric ad th at w ill ap pea l to a w id e

au d ie nc e. O ﬀer co m pens atio n (w e u se a $100 gif t ca rd ). L in k to th e

sc re ene r s u rv e y. ( p . 119 )

• W rit e a s c re en er s u rv ey. A sk q uestio ns th at w ill h elp y o u id en tif y y o u r

ta rg et c u sto m ers , b u t d on’t r e vea l w ho y o u’r e l o ok in g f o r. ( p . 120 ) • R ecru it c u sto m ers t h ro u gh y o u r n etw ork . I f y o u ne ed e x p erts o r e x is ting

c u sto m ers , u se y o u r ne tw ork t o ﬁ nd c u sto m ers . ( p . 122 )

• F ollo w u p w it h em ail an d p h on e ca lls .  ro u gh ou t th e w eek , m ak e

co nt act w it h e ach c u sto m er t o m ak e s u re h e o r s h e s h ow s u p o n F rid ay. WED N ESD AY

10 a .m .

• S tic k y d ecis io n . F ollo w t h ese ﬁ ve s te p s t o c h oose t h e s tr o n gest s o lu tio n s:

• A rt m use u m . T ap e t h e s o lu tio n sk etc h es t o t h e w all in o n e lo n g r o w . ( p .

132 )

• H ea t m ap . H ave e ach p ers o n re vie w t h e s k etc h es s ile n tly a n d p ut o n e t o

t h re e s m all d ot s tic k ers b esid e e very p art h e o r s h e l i k es. ( p . 132 )

• S peed crit iq u e.  re e m inu te s per sk etc h . A s a gro u p, dis c u ss th e

hig h li g h ts of each so lu tio n. C ap tu re sta n dou t id ea s an d im porta n t

ob je ctio ns . A t t h e e nd , a sk t h e s k etc h er if t h e g ro u p m is se d a n yth in g. ( p .

135 )

• S tr a w p oll. E ach p ers o n sile nt ly c h oose s a f a vo rit e id ea . A ll a t o n ce , e ach

p ers o n pla ce s o ne la rg e d ot stic k er to re g is te r h is o r h er (n on bin din g)

vo te . ( p . 138 )

• S up erv o te . G iv e th e D ecid er th re e la rg e d ot stic k ers an d w rit e h er

ini tia ls o n th e s tic k er. E xp la in th at y o u’l l p ro to ty p e a n d t e st t h e s o lu tio n s

th e D ecid er c h oose s. ( p . 140 )

11: 30-i sh

• D iv id e w in ners f r o m “ m ay b e-la te rs .” M ove th e s k etc h es w it h s u p erv o te s

to geth er. ( p . 141 )

• R um ble o r a ll- in -o n e. D ecid e if t h e w inne rs c a n ﬁt int o o n e p ro to ty p e, o r

if co nﬂ ic ting id ea s re q uir e tw o or th re e co m petin g pro to ty p es in a Rum ble . ( p . 145 )

• F ak e b ra n d n am es. If yo u’r e d oing a R um ble , u se a N ote -a n d-V ote to

c h oose f a k e b ra nd na mes. ( p . 145 )

• N ote -a n d-V ote . U se th is te ch ni que w hene ver y o u n eed to q uic k ly g ath er

id ea s f ro m t h e g ro u p a nd na rro w d ow n t o a d ecis io n . A sk p eo p le t o w rit e

id ea s in div id uall y , th en li s t th em on a w hit e b oard , vo te , an d le t th e

D ecid er p ic k t h e w inne r. ( p . 146 )

1 p .m .

• L unc h

2 p .m .

• M ak e a s to ry b oard . U se a s to ry b oard t o p la n yo u r p ro to ty p e. ( p . 149 )

• D ra w a g rid . A bou t ﬁ fte en sq uare s o n a w hit e b oard . ( p . 152 )

• Ch oose a n o p en in g s c e n e.  ink o f h ow c u sto m ers no rm all y e n co u n te r

yo u r p ro d uct o r se rv ic e . K eep y o u r o p en in g sc e n e sim ple : w eb se a rc h ,

m ag az ine a rtic le , s to re s h elf , e tc . ( p . 153 )

• F ill o u t t h e s to ry b oard . M ove e x is ting s k etc h es to th e s to ry b oard w hen

yo u ca n . D ra w w hen yo u ca n ’t , b u t d on’t w rit e to geth er. In clu d e ju st

e no ugh d eta il to h elp th e te a m p ro to ty p e o n  urs d ay. W hen in d ou bt,

ta k e r is k s.  e ﬁ ni sh ed s to ry s h ou ld b e ﬁ ve t o ﬁ fte en s te p s. ( p . 154 )

F acilit a tor T ip

• D on’t dra in th e batte ry. E ach decis io n ta k es ene rg y. W hen to u gh

d ecis io ns ap pea r, d efe r to th e D ecid er. F or sm all d ecis io n s, d efe r u n til to m orro w . D on’t le t ne w ab str a ct id ea s sn ea k in . W ork w it h w hat yo u

h ave. ( p . 159 ) THU RSD AY

10 a .m .

• P ic k t h e r ig h t t o ols . D on’t u se y o u r e very d ay t o ols .  ey ’r e o p tim iz ed fo r

q uali t y . I ns te ad , u se t o ols t h at a re r o u gh , f a st, a n d ﬂ ex ib le . ( p . 186 )

• D iv id e an d co n qu er. A ssig n ro le s: M ak er, Stit c h er, W rit e r, A sse t

C olle cto r, a nd I nt erv ie w er. Y ou c a n a ls o b re a k t h e s to ry b oard in to s m alle r

sc e ne s a nd a ssig n each t o d iﬀ ere n t t e a m m em bers . ( p . 187 )

• P ro to ty p e!

1 p .m .

• L un ch

2 p .m .

• P ro to ty p e!

• S tit c h i t t o geth er. W it h t h e w ork s p li t int o p arts , it ’s e a sy t o lo se t r a ck o f

th e w hole .  e S tit c h er c h eck s f o r q uali t y a n d e n su re s a ll t h e p ie ce s m ak e

se ns e t o geth er. ( p . 189 )

3-i sh

• D o a tr ia l r u n . R un th ro u gh y o u r p ro to ty p e. L ook fo r m is ta k es. M ak e

su re t h e I nt erv ie w er a nd t h e D ecid er s e e i t . ( p . 189 )

• F in is h u p t h e p ro to ty p e.

 rou gh ou t t h e D ay • W rit e in te rv ie w sc rip t.  e Int erv ie w er pre p are s fo r F rid ay ’s te st by

w rit ing a s c rip t. ( p . 188 )

• R em in d c u sto me rs t o s h ow u p f o r F rid ay ’s t e st. E m ail is g o od , p h one c a ll

i s b ette r.

• B uy g if t c a rd s f o r c u sto m ers . W e u su all y u se $100 gif t c a rd s.

K ey I dea s

• P ro to ty p e m in dse t. You ca n pro to ty p e an yth in g. Pro to ty p es are

d is p osa b le . B uild ju st e no ugh t o le a rn , b u t n ot m ore .  e p ro to ty p e m ust

a p pea r r e a l. ( p . 168 )

• G old ilo ck s q u ali t y . C re a te a p ro to ty p e w it h ju st e n ou gh q uali t y to e vo k e

h one st r e actio ns f ro m c u sto m ers . ( p . 170 ) FR ID AY

M ak esh if t R ese a rc h L ab

• T w o r o om s. I n th e s p rint r o om , t h e s p rint t e a m w ill w atc h a v id eo f e ed o f

th e int erv ie w s. You’l l ne ed a se co n d, sm alle r ro om fo r th e actu al

int erv ie w s. M ak e su re th e int erv ie w ro om is c le a n an d co m fo rta b le fo r

yo u r g u ests . ( p . 202 )

• S et u p h ard w are . P osit io n a w eb ca m s o y o u c a n se e c u sto m ers ’ r e actio n s. I f

y o u r c u sto m er w ill b e u sing a s m artp h on e, iP ad , o r o th er h ard w are d evic e ,

se t u p a d ocu m ent c a m era a nd m ic ro p h on e.

• S et u p v id eo s tr e a m . U se a n y v id eo -c o nf ere nc ing s o ftw are t o s tr e a m v id eo

to th e s p rint ro om . M ak e s u re th e s o u n d q uali t y is g o od . M ak e s u re th e

vid eo a nd a u d io a re o ne -w ay o nl y.

K ey I dea s

• F iv e i s t h e m ag ic n um ber. A fte r ﬁ ve c u sto m er int erv ie w s, b ig p atte rn s w ill

e m erg e. D o a ll ﬁ ve i nt erv ie w s i n on e d ay. ( p . 197 )

• W atc h t o geth er, le a rn t o geth er. D on’t d is b and t h e s p rint t e a m . W atc h in g

to geth er i s m ore e ﬃc ie nt , a nd y o u’l l d ra w b ett e r c o n clu sio n s. ( p . 218 )

• A w in ner e v ery tim e. Y ou r p ro to ty p e m ig h t b e a n eﬃc ie n t fa ilu re o r a

ﬂ aw ed s u cce ss. I n every c a se , y o u’l l le a rn w hat y o u n eed f o r t h e n ex t s te p .

(p. 223 )

F iv e-A ct I nte rv ie w • F rie n dly w elc o m e. W elc o me th e cu sto m er a nd p ut h im o r h er a t e a se .

E xp la in th at y o u’r e l o ok ing f o r c a n did f e ed back . ( p . 204 )

• Co nte xt q u estio n s. S ta rt w it h e a sy s m all t a lk , t h en t r a n sit io n t o q uestio n s

ab ou t t h e t o p ic y o u’r e t r y ing t o l e a rn a b ou t. ( p . 205 )

• I n tr o d uce th e p ro to ty p e. R em ind th e c u sto m er th at so m e th in gs m ig h t

no t w ork , and th at yo u’r e no t te stin g h im o r h er. A sk th e cu sto m er to

th ink a lo u d . ( p . 206 )

• T ask s a n d n ud ges. W atc h t h e c u sto m er ﬁ gu re o u t t h e p ro to ty p e o n h is o r

h er o w n. S ta rt w it h a s im ple nu dge. A sk fo llo w -u p q uestio n s to h elp th e

cu sto m er t h ink a lo u d . ( p . 209 )

• D eb rie f. A sk q uestio ns th at p ro m pt th e cu sto m er to su m mariz e.  en

th ank th e c u sto m er, g iv e h im o r h er a g if t c a rd , a n d sh ow th e c u sto m er

o u t. ( p . 209 )

I n te rv ie w er T ip s

• B e a g o od h ost.  ro u gh ou t t h e int erv ie w , k eep t h e c u sto m er’s c o m fo rt in

m ind . U se b od y l a ng uag e t o m ak e y o u rs e lf f rie n d li e r. S m ile ! ( p . 212 )

• A sk op en -e n ded qu estio n s. Ask

“ W ho/W hat/W here /W hen/W hy/H ow . . . ? ” q uestio n s. D on’t a sk le ad in g

“y e s/no ” o r m ult ip le -c h oic e q uestio n s. ( p . 212 )

• A sk b ro k en q u estio n s. A llo w y o u r sp eech to tr a il o ﬀ b efo re y o u ﬁ nis h a

q uestio n. S ile nc e enc ou ra g es th e cu sto m er to ta lk w it h ou t cre a tin g an y

bia s. ( p . 214 ) • Cu rio sit y m in dse t. Be au th ent ic a ll y fa sc ina te d by yo u r cu sto m er’s

r e actio ns a nd t h ou gh ts . ( p . 215 )

O bs erv in g I nte rv ie ws

B efor e t h e F ir s t I nte rv ie w

• D ra w a g rid o n a w hit e b oard . C re a te a c o lu m n fo r e ach c u sto m er.  en

ad d a r o w f o r e ach p ro to ty p e o r s e ctio n o f p ro to ty p e. ( p . 219 )

D urin g E ach I nte rv ie w

• T ak e n ote s a s y o u w atc h . H and o u t s tic k y no te s a nd m ark ers . W rit e d ow n

dir e ct quote s, ob se rv atio ns , an d in te rp re ta tio n s. In dic a te posit iv e or

ne gativ e. ( p . 219 )

Af te r E ach I nte rv ie w

• S tic k u p n ote s. S tic k y o u r int erv ie w no te s in th e c o rre ct r o w a n d c o lu m n

on th e w hit e b oard g rid . B rie ﬂ y d is c u ss th e in te rv ie w , b u t w ait to d ra w

co nc lu sio ns . ( p . 220 )

• T ak e a q u ic k b re a k .

At th e E nd of th e D ay

• L ook f o r p atte rn s. A t th e e nd o f th e d ay, re ad th e b oard in sile n ce a n d

w rit e d ow n patte rns . M ak e a li s t o f a ll t h e p atte rn s p eo p le n otic e d . L ab el

each a s p osit iv e, ne gativ e, o r ne utr a l. ( p . 222 )

• W ra p u p. R evie w y o u r l o ng -te rm g o al a nd y o u r s p rin t q uestio n s. C om pare

w it h t h e p atte rns y o u s a w i n th e i n te rv ie w s. D ecid e h ow t o f o llo w -u p a fte r th e s p rint . W rit e i t d ow n. ( p . 222 ) Fre q uently A sk e d Q uestio ns

Q: Ca n I f a cili t a te a s p rin t w it h ou t a n y e xp erie n ce ?

A : Y es.

W it h th is b ook , yo u h ave every th in g yo u n eed . In fa ct, yo u’r e m uch

b ette r p re p are d t h an we w ere w hen w e s ta rte d o u t!

Q: D o s p rin ts r e q u ir e l o n g h ou rs ?

A : N o.

 e sp rint re q uir e s ro u gh ly th ir ty -ﬁ ve hou rs of work fro m each

p artic ip ant . W e w ant th e te a m to b e re ste d so th ey sta y sh arp a n d d o

th eir b est w ork . Y ou’l l b e h om e f o r d in n er.

Q: W ill s p rin t p artic ip an ts m is s a l o t o f o th er w ork ?

A : S ort o f.

I t’s im possib le t o s p end t h ir ty -ﬁ ve h ou rs in a s p rin t a n d d o y o u r n orm al

jo b. B ut sinc e th e sp rint o nl y ru n s fro m 10 a.m . to 5 p.m . e ach d ay,

p artic ip ant s h ave t h e o p tio n of s p en din g t im e i n t h e m orn in g t o k eep u p

w it h o th er w ork .

Q: D o s p rin ts w ork a t b ig c o m pan ie s?

A : Y es. At b ig c o m pani es, it c a n be d iﬃc ult to g et tim e f ro m th e D ecid er a n d

oth er e x p erts . F ocu s o n sc h ed uli n g c a m eo a p pea ra n ce s f o r M on day, a n d

be su re to h ave th e D ecid er d ele g ate a n oth er d ecis io n m ak er w ho c a n

p artic ip ate e very d ay.

Q: D o s p rin ts w ork f o r h ard w are p ro d ucts ?

A : Y es.

 e b ig gest c h alle ng e f o r a h ard w are s p rin t w ill b e p ro to ty p in g. H ere a re

th re e te ch ni ques fo r c re a ting a h ard w are p ro to ty p e in o n e d ay : M od if y

o r b u ild o n to p o f a n ex is ting p ro d uct, e ven if it ’s in co m ple te . U se 3D

p rint ing o r o th er r a p id f a b ric a tio n t e ch niq ues t o p ro to ty p e y o u r p ro d uct

fro m sc ra tc h . O r c re a te a B ro ch ure F aç ad e, w hic h a llo w s c u sto m ers to

r e act to y o u r p ro d uct w it h ou t se ein g th e a ctu al p ro d uct. F or m ore , se e

p ag e 185 .

Q: D o s p rin ts w ork f o r [ in se rt s u p er- h ard -to -p ro to ty p e p ro d uct o r s e rv ic e

h ere ]?

A : A lm ost c e rta in ly .

A dop t t h e p ro to ty p e m ind se t a n d p re tt y m uch a n yth in g is p oss ib le . F or

m ore o n th e p ro to ty p e m ind se t, s e e p ag e 168 .

Q: Ca n s p rin ts w ork a t n on pro ﬁ ts ?

A : Y es.

Ju st li k e s ta rtu p s, no npr oﬁ ts h ave b ig c h alle n ges a n d li m it e d re so u rc e s.

 e d eﬁ ni tio n of “ta rg et cu sto m er” m ig h t b e d iﬀ ere n t, b u t q uestio n s

ab ou t nonpr oﬁ t co nc erns li k e fu n d-ra is in g, publi c re la tio n s, an d co m muni ty s e rv ic e s c a n all b e a n sw ere d b y p ro to ty p in g a n d t e stin g w it h

r e a l p eo p le .

Q: Ca n s p rin ts w ork i n c la ssro om s?

A : Y es.

 e b ig gest c h alle ng e t o r u nni ng a s p rin t i n a c la ssro om i s s c h ed uli n g. I f

y o u c a n ﬁnd a s o li d w eek , g o f o r it ! B ut if y o u r c la ss m eets o n ly o n ce o r

tw ic e a w eek f o r a f e w h ou rs e ach s e ssio n , y o u’l l h ave t o b e c re a tiv e.

A t C olu m bia and Sta nf ord , pro fe sso rs have ad ap te d th e sp rin t

pro ce ss b y h av ing stu d ent s d o o n e “d ay ” each cla ss se ssio n (e it h er in

c la ss, o r a s h om ew ork w it h t h eir t e a m ). D iv id in g t h e p ro ce ss w ill c re a te

a la ck o f co nt inu it y , and a lo t o f “b oot u p” tim e each se ssio n . H elp

s tu d ent s o u t b y e nc ou ra g ing t h em t o t a k e lo ts o f p h oto s. I f p ossib le , le t

th em k eep t h eir m ap s, s p rint q uestio n s, a n d o th er n ote s o n P ost- it e a se l

p ad s o r s o m eth ing s im ila r.

Q: Ca n w e r u n a s p rin t w it h t e a m m em bers i n d iﬀ ere n t p la ce s?

A : M ay b e.

R unni ng a s p rint w it h p eo p le w ho a re n ’t p h ysic a ll y in t h e r o om is t r ic k y.

I f y o u w ant to inc lu d e th em fo r M on day ’s A sk th e E xp erts e x erc is e , o r

as o b se rv ers o f F rid ay ’s te sts , th at’s re la tiv ely e a sy to a cco m pli s h w it h a

v id eo c o nf ere nc e. B ut if y o u w ant t o in clu d e t h em f o r o th er s te p s, y o u’l l

ne ed ing enu it y a nd a s tr o ng r e la tio n sh ip .  e b ott o m li n e: N oth in g t h at

h ap pens on pap er or on a w hit e b oard w ill w ork very w ell fo r yo u r

re m ote te a m mate s. (H op efu ll y th e te ch nolo g y to so lv e th is p ro b le m is

ju st a ro u nd t h e c o rne r, b u t i t ’s no t q uit e h ere y e t.) Q: Ca n I r u n a s p rin t b y m yse lf ?

A : S ort o f.

D on’t e x p ect a s o lo s p rint t o b e a s g o od a s a s p rin t w it h y o u r t e a m . B ut

w e’v e t a lk ed t o p eo p le w ho h ave d on e it s u cce ssfu ll y , a n d t h e t e ch niq ues

fo r a sp rint c a n be u se fu l o n yo u r o w n. F or e x am ple , se t a tim er a nd

fo rc e yo u rs e lf to co m e up w it h m ult ip le so lu tio n s to a pro b le m .

Pro to ty p e yo u r id ea s to ans wer sp eciﬁ c q uestio n s b efo re d iv in g in to

im ple m ent atio n. S ee b elo w fo r m ore tip s o n h ow to u se p arts o f th e

sp rint .

Q: Ca n w e s to p a fte r t h e “ D ecid e” s te p ?

A : N o.

 is q uestio n co m es u p a lo t, an d w e k n ow it ’s te m ptin g. O nce yo u

id ent if y p ro m is ing id ea s, y o u c o u ld e a sil y ju m p a h ead a n d s ta rt b u ild in g

th em fo r re a l.  e pro b le m is th is : Id ea s th at se em perfe ct on

W ed ne sd ay o fte n pro ve to b e ﬂ aw ed a fte r F rid ay ’s te st. B y c o n tin uin g

w it h th e sp rint , a nd p ro to ty p ing a n d te stin g, y o u a n d y o u r te a m w ill

le a rn wheth er t h ose i d ea s a re r e a ll y a s g o od a s t h ey a p pea r.

Q: Ca n w e r u n a o n e-, t w o-, o r t h re e-d ay s p rin t?

A : W e d on’t r e co m men d i t .

I f y o u c o m pre ss th e sc h ed ule , y o u e it h er w on’t ﬁ nis h p ro to ty p in g a n d

te sting ( s e e a b ove), o r y o u’l l w ork c ra z y h ou rs a n d b u rn o u t. N eit h er is a

r e cip e f o r g o od r e su lt s .

Q: H ow a b ou t a f o u r- d ay s p rin t? A: M ay b e.

If th e te a m h as e x p erie nc e r u nni ng ﬁ ve-d ay s p rin ts , y o u m ay b e a b le to

c o m pre ss M ond ay, T uesd ay, an d W ed n esd ay ’s activ it ie s in to ju st tw o

day s. H ow ever, y o u s h ou ld no t c o m pre ss p ro to ty p in g a n d t e stin g—a llo w

one f u ll d ay f o r e ach .

Q: I f w e’v e j u st ﬁ nis h ed a s p rin t, c a n o u r f o llo w -u p s p rin t b e s h orte r?

A : Y es.

F ollo w -u p s p rint s a re e x ce p tio ns t o t h e ﬁ ve-d ay r u le . S in ce y o u’l l a lr e ad y

h ave a m ap a nd a p ro to ty p e, a s w ell a s r e su lt s f ro m y o u r ﬁ rs t te st t o h elp

y o u c re a te ne w s o lu tio ns a nd m ak e d ecis io n s, y o u c a n o fte n a cce le ra te a

f o llo w -u p sp rint . T w o th ing s d on’t c h an ge: Y ou’l l still n eed a re a li s tic

p ro to ty p e, a nd y o u’l l s till ne ed t o t e st w it h ﬁ ve c u sto m ers .

Q: Ca n w e u se p arts o f t h e s p rin t p ro ce ss w it h ou t r u n nin g a w hole s p rin t?

A : Y es.

F or a big ch alle ng e, use a fu ll sp rin t. B ut th ere are lo ts of sp rin t

te ch ni ques t h at a re u se fu l in oth er s e tt in gs. I f y o u n eed t o m ak e a s m all

d ecis io n in a m eeting , tr y a N ote -a n d-V ote ( p. 146 ). If yo u ﬁnd

yo u rs e lv es f ru str a te d b y p ro b le m s, t r y w rit in g H ow M ig h t W e n ote s ( p .

73 ). If yo u’r e ta lk ing ab ou t so lu tio n s in th e ab str a ct, d o a F ou r- S te p

S ketc h to m ak e th em c o nc re te ( p . 109 ) . E very m eeting b ene ﬁts f ro m a

T im e T im er ( p . 47 ) a nd a F acili t a to r w rit ing no te s o n th e w hit e b oard

(p . 36 ) .

A nd y o u c a n co nd uct c u sto m er in te rv ie w s ( p . 204 ) a t a b so lu te ly a n y

tim e—w it h a pro to ty p e, w it h yo u r re a l pro d uct, w it h co m petit o rs ’ pro d ucts , o r even wit h no p ro d uct at all. W e gu ara n te e yo u’l l le a rn

s o m eth ing .

Q: I s F rid ay ’s t e st a f o cu s g ro u p?

A : N o.

A “ fo cu s g ro u p” is t e n or s o c u sto m ers d is c u ssin g a n id ea a ll t o geth er, a ll

a t o n ce . F ocu s g ro u p s a re p la g u ed b y th e w ors t o f g ro u p d yn am ic s: s h y

peo p le n ot ta lk ing , lo u d m ou th s ta lk in g to o m uch , sa le s p it c h es, a n d a

g ro u p -fo rm ed o p ini on th at d oesn ’t r e ﬂ ect a n yo n e’s h on est f e eli n gs.

B y co m paris o n, Frid ay ’s te st fe a tu re s on e-o n -o n e in te rv ie w s an d

ob se rv atio n of c u sto m er re actio n s. I n th ese in te rv ie w s, y o u c a n b eli e ve

w hat y o u s e e.

Q: Ca n w e ru n F rid ay ’s te st re m ote ly , over th e ph on e or by vid eo

co n fe re n ce ?

A : Y es, b u t e xt ra c a re i s r e q u ir e d .

O ur p artne r M ic h ae l M arg o li s r u n s r e m ote te sts a ll th e tim e, w here h e

use s v id eo -c o nf ere nc e s o ftw are t o s h are c o m pute r s c re en s a n d in te rv ie w

cu sto m ers . B ut th is k ind o f int erv ie w is m ore d iﬃcu lt . Y ou’l l n eed to

w ork e x tr a h ard t o e ng ag e y o u r c u sto m er, p ut h er a t e a se , a n d e n co u ra g e

h er t o t h ink a lo u d . A nd t h e t e ch nolo g y p re se n ts a n oth er c h alle n ge. Y ou

d on’t w ant t o w aste v alu ab le t im e g ett in g y o u r v id eo -c o n fe re n ce s o ftw are

u p a nd ru nni ng, so p ra ctic e a h ead o f tim e a n d se n d y o u r c u sto m ers a

d eta ile d h ow -to g u id e f o r c o nne ctin g.

Q: Ca n w e t e st o u r p ro to ty p e w it h f e w er t h an ﬁ ve p eo p le ? A: N o.

A fte r f o u r c u sto m er i nt erv ie w s, i t ’s u su all y d iﬃcu lt t o s e e p atte rn s. A fte r

ﬁ ve, it ’s e a sy. ( C heck o u t J a k o b N ie ls e n ’s r e se a rc h c h art o n p . 19 3 fo r a n

illu str a tio n of th is p h eno meno n.) If y o u sc h ed ule ﬁ ve p eo p le a n d o n ly

f o u r s h ow u p, y o u m ig h t b e o k ay. B ut d on’t s c h ed ule f o u r o r f e w er.

Q: Ca n w e t e st w it h f r ie n ds a n d f a m il y ?

A : N o.

Y ou c a n o nl y t r u st t h e r e su lt s w hen y o u in te rv ie w c u sto m ers w ho m atc h

y o u r ta rg et p ro ﬁ le . E ven if y o u r frie n ds a n d fa m il y h ap pen to ﬁ t th e

pro ﬁ le , th ere ’s a no th er b ig p ro b le m :  ey ’r e b ia se d , o r a t th e v ery le a st

th ey k no w to o m uch . In yo u r te st, y o u’r e lo ok in g fo r h on est re actio n s

fro m re a l- w orld cu sto m ers —s om eth in g yo u ca n never get fro m

so m eo ne w ho k no ws y o u .

Q: W hat a b ou t r a n dom p eo p le a t S ta rb u ck s?

A : P ro b ab ly n ot.

I f yo u’r e bu ild ing a pro d uct fo r ra n dom peo p le w ho han g ou t at

S ta rb u ck s, th is m ig h t w ork . B ut even so , yo u’l l pro b ab ly need an

ad dit io na l r o u nd o f s c re eni ng t o ﬁ nd t h e e x act r ig h t ﬁ ve c u sto m ers —t he

S ta rb u ck s r e g u la r, t h e s ing le p are n t, t h e b u sin ess t r a vele r, w hate ver.

Q: S hou ld w e e v er i n te rv ie w c u sto m ers b efo re a s p rin t?

A : Y es!

W e k no w h ow d iﬃc ult it is t o m ak e t im e f o r c u sto m er in te rv ie w s b efo re

a sp rint . W e u su all y ca n ’t d o it . B ut if yo u ca n , th is kin d of “p re - re se a rc h ” p ro vid es a b ig h ead sta rt. It’s e sp ecia ll y h elp fu l w hen yo u’r e

s ta rting f ro m s c ra tc h a nd d on’t a lr e ad y k n ow a lo t a b ou t y o u r c u sto m ers

o r h ow th ey u se yo u r p ro d uct. F or ex am ple , B lu e B ott le w as n ew to

s e lli ng c o ﬀ ee o nl ine , s o w e int erv ie w ed c o ﬀ ee lo vers b efo re t h e s p rin t t o

b ette r u nd ers ta nd h ow t h ey s h op f o r c o ﬀ ee.

Q: A re t h ere m ore r e so u rc e s?

A : Y es.

C heck o u t th esp rint book .c o m f o r m ore i nf orm atio n on sp rint s.

Q: W hat i f m y q u estio n i s n ’t a n sw ere d h ere ?

A : W e l o ve a n sw erin g q u estio n s a b ou t s p rin ts .

 e b est w ay to re ach u s is o n Tw it t e r. Ja k e is @ ja k ek , Jo h n is @ ja z er ,

B ra d en is @ kow it z , a nd o u r t e a m i s @ G VD esig nT ea m . Than k-Y o u N ote s

Ja ke K nap p

F ir s t a n d fo re m ost, th ank yo u to m y lo vely w if e , H oll y , fo r yo u r tr u ste d

ad vic e . A s m y ﬁ rs t r e ad er, s h e h elp ed s h ap e t h is b ook —a nd s a ved t h e r e st o f

yo u fro m se vera l b oring sto rie s.  an ks a ls o to L uke, w ho ta u gh t m e th e

m ea ni ng o f tim e, and F ly nn, w ho k ep t m e o n ta sk b y ask in g e very fe w

h ou rs i f t h e b ook w as d one y e t.

 ank y o u to m y fa m il y : to M om , fo r d oin g p ro je cts w it h m e; to D ad ,

fo r b eing in th e sta nd s a t e very b ask etb all g am e; to B eck y a n d R oger, fo r

tir e le ss s u p port; a nd t o S te ve, R ic h , N an cy, K aro l, B rit to n , a n d M ig n on ne,

fo r p utting u p w it h yo u r li t tle b ro th er. P ro b ab ly th e o n ly p ers o n in m y

fa m il y w ho did n’t help m e even th e sli g h te st bit is m y nep h ew , Ja ck

R ussillo .

O n tin y O rc a s I sla nd , I h ad m ore e x ce lle n t t e ach ers t h an I c a n li s t—b ut

a big th ank -y o u to L yn Perr y, C olle en O ’B rie n , Jo yce Pea rs o n , E ric

S im mons , S te ﬀ S te inho rs t, a nd (o f c o u rs e ) T is h K nap p.  an k y o u to m y

man y m ent ors a t w ork , e sp ecia ll y to Je ﬀ H all a t O ak le y ; to S heila C arte r,

C hris te n Coom er, Rob b Anders o n , M eli n da N asc im ben i, an d D an

R ose nf eld at M ic ro so ft; and to C harle s W arre n , Je ﬀ V een , an d E la ine

M ont go m ery at G oogle . A very sp ecia l th an k-y o u to Ire n e A u, fo r su p porting m y s p rint e x p erim en ts f ro m t h e v ery b eg in n in g, a n d t o M ic h ae l

M arg o li s , fo r y e a rs o f p atie nc e a n d g o od h um or, a n d fo r p oin tin g o u t th e

posit iv e s id e o f m y p ro cra stina tio n .

 ank y o u to C aro li ne O ’C onn or fo r g u id an ce o n th e ﬁ rs t b lo g p osts

a b ou t t h e s p rint p ro ce ss a nd t o B eli n da L an ks f o r s p re ad in g t h ose p osts t o a

b ro ad er a u d ie nc e th ro u gh F ast C om pan y .  ank y o u to th e m an y re ad ers

w ho ra n yo u r o w n sp rint s, sh are d yo u r ex p erie n ce s, an d ask ed fo r m ore

s to rie s a nd g re a te r d eta il. Y ou r i n te re st w as t h e s p ark f o r t h is b ook .

M an y th ank s to th ose w ho g ave e a rly a d vic e o n th e b ook p ro je ct: Jo e

K ra u s, J o d i O ls o n, M .G . S ie g le r, G au ra v S in gal, K evin R ose , S co tt B erk u n ,

and Jo sh Porte r.  ank yo u to Tim Bro w n fo r yo u r in sig h t an d

enc ou ra g em ent , a nd to C harle s D uh ig g fo r b ein g so g en ero u s w it h yo u r

tim e.

A v ery, v ery b ig th ank -y o u to o u r a g en ts , C hris ty F le tc h er a n d S ylv ie

G re enb erg . C hris ty a nd S ylv ie a re th e O bi- W an K en ob is o f S prin t . I f th is

b ook i s r e ad ab le o r u se fu l, i t i s t h an ks t o t h eir e x p ert g u id an ce a n d a b ili t y t o

p ut t h em se lv es i nt o t h e r e ad er’s s h oes.

B en Loeh ne n, ou r ed it o r at Sim on & Sch uste r, ca n re ad en tir e

m anu sc rip ts in th re e s u bw ay s to p s a n d s p ot a c li c h é t h ro u gh a w all o f s o li d

s te el. B ut h is re a l su p erp ow er w as m ak in g u s so u n d m ore in te lli g en t th an

w e a ctu all y a re . B en, if y o u e ver d ecid e t o q uit p ubli s h in g a n d e d it d ia lo gu e

fo r e very d ay l i f e , I ’m i nt ere ste d .

Jo n Karp a t S im on & Sch uste r p ro vid ed e a rly a n d s te ad fa st e n th usia sm .

Publi s h ing a b ook is c o m pli c a te d w ork , a n d Sprin t m ad e it int o th e w orld

w it h th e h elp o f R ic h ard R oh re r, C ary G old ste in , L ea h Jo h an so n , Ja ck ie Seo w , S te p h en Bed fo rd , R uth L ee-M ui, B rit H vid e, a n d m an y o th ers a t

S &S . A nd a h and -le tte re d , U V-v arn is h ed , t r ip le -e m bosse d ( is t h at a t h in g?)

th ank -y o u t o J e ssic a H is c h e, w ho b ro u gh t t h e c o ver t o l i f e .

L ik e a frie nd w ho p oint s o u t sp in ach in yo u r te eth , o u r te st re ad ers

p ro vid ed f o rth rig h t c rit ic is m t o h elp Sprin t lo ok it s b est.  ank y o u t o J u li e

C lo w , P au l A rc o le o , M ark B en zel, Ja k e L atc h am , A aro n B rig h t, K evin

S ep eh ri, A nd re a W ong , Jo se P asto r, Ju stin C ook , Je n ny G ove, K ai H ale y,

N ir E yal, Ste p h H ab if , Ja so n R alls , M ic h ae l L eg gett , M eli s sa Pow el,

X and er P ollo ck , P er D ani els so n, D an ie l A ndefo rs , a n d A nna A ndefo rs .

S om e t h ank -y o u s d on’t ﬁ t int o o b vio u s c a te g o rie s. A le x I n gra m r e vie w ed

th e M ond ay c h ap te rs o ver a nd o ver a n d o ver a g ain (it w as re a ll y a m ess a t

ﬁ rs t) a n d h elp ed e x p la in th e sp rin t fro m a sta rtu p’s p ers p ectiv e. S un kw an

K im and E lli o t Ja y S to ck s ad vis e d us on prin t desig n . B eck y W arre n

su ggeste d t h e M arie  arp s to ry. C hip a n d D an H ea th w ro te M ad e t o S tic k ,

t h e b ook t h at s e rv ed a s o u r p rim ary i n sp ir a tio n f o r S prin t . ( K eep o n stic k in ’,

H ea th B ro th ers !)

 e e nt ir e te a m a t G V w as e x ce p tio n all y u n ders ta n din g a n d s u p portiv e

th ro u gh ou t t h e b ook -w rit ing p ro ce ss.  an ks e sp ecia ll y t o M an dy K ak av as,

K en Norto n, P hoeb e P ero nt o, R ic k K la u , K aili E m mric h , a n d T om H ulm e

fo r y o u r t im ely f e ed back a nd s u ggestio n s. A v ery s p ecia l t h an k-y o u t o L au ra

M ela h n, w ho p ro vid ed b ru ta l h on esty a n d e n erg etic e n co u ra g em en t. A nd

ano th er very sp ecia l th ank -y o u to Je n n Kerc h er, who nav ig ate d

a p pro xim ate ly 1, 001 le g al q uestio n s—a nd c a u gh t s o m e w ell- h id den ty p os.

A d ia m ond -stu d ded th ank -y o u to D av id K ra n e fo r y o u r id ea s, a d vic e , a n d ent husia sm . A nd an ex tr a sp ecia l, su p er d elu xe th an k-y o u to B ill M aris ,

w hose e nc ou ra g em ent a nd s u p port m ad e S prin t p ossib le .

It i s v ery u nl ik ely t h at t h is b ook w ou ld h ave b een ﬁ nis h ed b efo re t h e y e a r

2027 wit h ou t t h e h elp o f K ris te n Brilla n te s. S he o rg an iz ed o u r t im e, p ut u p

w it h o u r c h ao s, a nd e ven li s te ne d t o a r o b ot v o ic e r e ad t h e m an usc rip t a lo u d

on a s e ven- hou r r o ad t r ip . K ris te n , y o u a re q uit e a f rie n d.

F ro m th e very ﬁ rs t ou tli ne to th e la st deta il of th e co ver, M ic h ae l

M arg o li s a nd D ani el B urk a c o lla b ora te d w it h J o h n, B ra d en , a n d m e o n t h is

b ook .  ey r e ad a nd r e re ad , p ro vid ed d eta ile d s u ggestio n s a n d co ns tr u ctiv e

a rg u m ent s, a nd c o n vinc ed m e t o r e m ove t h e m ost u n fu n ny jo k es. M ic h ae l,

D ani el, B ra d en, a nd J o h n—i t i s a n h on or t o w ork w it h y o u .

Jo hn Z era ts k y

 ank yo u to m y wif e and best frie n d, M ic h elle . You r lo ve an d

enc ou ra g em ent m ak e m e a b ette r p ers o n . I ’m s o l u ck y t o b e s tu ck w it h y o u .

 ank s to m y p are nt s, w ho su p porte d a n d e n te rta in ed a h uge ra n ge o f

h ob bie s w hen I w as a c h ild . (  is in clu d ed s a ili n g-y ach t d esig n a n d m usic

p ro d uctio n, a m ong o th er t h ing s.) Y ou h elp ed m e d evelo p a lo ve o f le a rn in g

th at I ’m v ery g ra te fu l f o r.

M y g ra nd pa i n ru ra l W is c o ns in beca m e a n u n li k ely c o m pute r g ee k i n t h e

1970s , a nd h is p assio n fo r d ig it a l te ch nolo g y fu ele d m y in te re st. H e w as

m ore th an a lo ving g ra nd fa th er. H e w as a f rie n d, a m en to r, a n d a p atie n t

so u rc e o f t e ch ni ca l s u p port.

 ank s to a ll m y f rie nd s a nd c o lle a g u es a t th e B ad ger H era ld . Y ou g ave

m e a t h oro u gh int ro d uctio n to d esig n a n d jo u rn ali s m .  an ks t o y o u , I g o t to d esig n a ne wsp ap er, m ana ge p rin t p ro d uctio n , w rit e a c o lu m n a b ou t ja z z,

and e ven le ad o u r b oard o f d ir e cto rs .

 ank y o u to S uzy P ing re e a nd N ic k O le jn ic z ak . A t th e U niv ers it y o f

W is c o ns in–M ad is o n, S uzy a nd N ic k m ad e m e f e el a t h om e—n o s m all f e a t

o n a fo rty -th ou sa nd -stu d ent c a m pus. N ic k in tr o d uce d m e to b lo ggin g a n d

ta u gh t m e w eb d evelo p m ent . S uzy a llo w ed m e to e n ro ll in se vera l o f h er

g ra d uate s e m ina rs .  ey int ro d uce d m e to m y ﬁ rs t f re ela n ce d esig n c li e n ts

a nd p ro vid ed s u p port b eyo nd w ord s.

I n 2005 th e F eed B urne r te a m g ave m e a n u n beli e vab le o p portu n it y to

ju m p in o ver m y h ead .  ank s to M att S hob e, D ic k C osto lo , E ric L un t,

a nd S te ve O le ch ow sk i f o r m y s h ot a t t h e b ig t im e. I s till c a n ’t b eli e ve y o u le t

m e d o a ll t h at s tu ﬀ .

In 2011 ano th er g ro u p o f p artne rs g ave m e a n o p portu n it y th at I ’m n ot

su re I d ese rv ed .  ank y o u , B ra d en , fo r re cru it in g m e to jo in y o u a t G V.

 ank s to B ill M aris , D av id K ra n e, Jo e K ra u s, an d th e re st o f G V fo r

em bra cing d esig n in vent ure c a p it a l b efo re a n yo n e e ls e . I’m h on ore d a n d

h um ble d t o b e p art o f t h is t e a m .

I h ave b een priv ile g ed to w ork w it h d ozen s o f G V p ortfo li o c o m pan ie s.

 eir cu rio u s, ta le nt ed te a m s g ave m e th e m ost tr a n sfo rm ativ e le a rn in g

ex p erie nc es of m y ca re er.  an ks in partic u la r to Pock et, Fou n datio n

M ed ic ine , B lu e B ottle C oﬀ ee, S av io k e, a n d C lu ste r.

T o K ris te n, D ani el, J a k e, M ic h ae l, a n d B ra d en ( y e s, y o u a g ain , B ra d en ):

 ank y o u . I c a n ’t t e ll y o u w hat a p le a su re it is t o w ork t o geth er.  an ks in

p artic u la r fo r e nc ou ra g ing m e to e m bra ce w rit in g a g ain —a lm ost te n y e a rs

a fte r I f o rg o t I w as a w rit e r. Fina ll y , th ank s to o u r ag ent s, C hris ty F le tc h er an d S ylv ie G re e n berg ,

and o u r e d it o r, B en Loeh ne n. Y ou le d u s f ro m “ w hat if ” t o “ h oly c ra p , t h is

i s h ap peni ng ” w it h s tr e ng th a nd p ois e . A nd y o u g ave u s a cce ss t o a li t e ra ry

w orld t h at w e h ad o nl y s e en in m ovie s a n d T V s h ow s.

B ra d en K ow it z

 ank y o u t o m y p are nt s, w ho s h ow ed m e jo y in c re a tiv it y , t a u gh t m e h ow

to r e p air a lm ost a n yth ing , a nd le t m e w an der t h ro u gh t h e w ild ern ess.  ey

g ave m e a T I- 9 9/4A c o m pute r a n d a n a cco m pan yin g c a sse tt e re co rd er to

s to re m y ﬁ rs t p ro gra m , a ll b efo re a n yo n e t h ou gh t t h at w as a g o od i d ea . I a m

so g ra te fu l t o h ave i nhe rit e d t h e jo y o f e x p lo ra tio n f ro m t h em .

 ank yo u to all th e ins tr u cto rs an d cla ssm ate s at C arn eg ie M ello n

U ni vers it y w ho h elp ed m e u nd ers ta n d d esig n a n d h ow t o u se it t o m ak e t h e

w orld a b ette r p la ce .  ey g ave m e r o om to p ra ctic e a n d th e c o n ﬁ den ce to

m ak e m is ta k es.

I h ave b een inc re d ib ly l u ck y t o b e a p art o f G oogle f o r m ost o f m y c a re er.

I n th at tim e I ’v e w ork ed w it h c o u n tle ss ta le n te d a n d in sp ir in g p eo p le w ho

ta u gh t me h ow to m ak e p ro d ucts th at p eo p le lo ve. I n p artic u la r, th an ks to

C had  ornt on , M ic h ae l L eg gett , a n d D arre n D ela y e fo r k eep in g m e o n

m y t o es a nd a lw ay s o ﬀ ering s h arp , h on est, a n d h elp fu l c rit iq ue.

T o Jo e K ra u s, th ank yo u fo r sh ow in g m e h ow to h elp te a m s co m e

to geth er t o b u ild a m az ing t h ing s. Y ou r m en to rs h ip a n d s u p port t h ro u gh t h e

ye a rs h as m ea nt s o m uch t o m e.

It’s e a sy t o g et lo st in minu tia e a n d lo se t r a ck o f w hat’s r e a ll y im porta n t

in li f e .  ank y o u t o O m M ali k f o r e n co u ra g in g m e t o f o llo w m y h ea rt. My c lo se st f rie n ds h ave li s te ne d t o m e r a m ble a b ou t t h is b ook o ver m an y

m ile s o f h ik es a nd p int s o f b eer, a n d a t e very b ack yard p ic n ic fo r th e p ast

y e a r. P at, A m and a, C had , H ea th er, K en neth , B re tt , an d D on al, yo u are

a m az ing a nd I l o ve y o u a ll d ea rly .

M ost o f a ll, I a m g ra te fu l f o r t h e e n tir e t e a m a t G V. J a k e, J o h n, M ic h ae l,

D ani el, a nd K ris te n, I c a n ’t im ag in e a b ette r te a m fo r th e c h alle n ges w e’v e

fa ce d o r b ette r c o m pani ons f o r t h e a d ven tu re s a h ead . Im ag e C re d it s

Chris to p h e W u t o ok t h e p h oto s o n pag es 74 , 111 , a nd 113 .

Gra h am H anc ock t o ok t h e T im e T im er p h oto o n pag e 47 .

A dria n Cano so d esig ne d t h e R ela y r o b ot o n pag e 14 .

H eid i Q ia o v o lu nt eere d t o s it f o r t h e c u sto m er t e st p h oto s o n pag es 203

t o 204 .

A ll o th er p h oto s a re b y e it h er J a k e K nap p, B ra d en K ow it z , o r J o h n

Z era ts k y.

I m ag e p ostp ro d uctio n by B ra d en Kow it z .

Illu str a tio ns b y J a k e K na pp. JAK E K NAP P c re a te d t h e G oogle V ent ure s s p rin t p ro ce ss a n d h as r u n

m ore t h an a h und re d s p rint s w it h s ta rtu p s s u ch a s 23a ndM e, S la ck , N est,

a nd F ou nd atio n M ed ic ine . P re vio u sly , J a k e w ork ed a t G oogle , l e ad in g

sp rint s f o r e very th ing f ro m G mail t o G oogle X . H e i s a m on g t h e w orld ’s

t a lle st d esig ne rs . JO H N Z ER AT SK Y h as d esig ne d m ob ile a p ps, m ed ic a l r e p orts , a n d a

d ail y ne wsp ap er ( a m ong o th er t h in gs). B efo re jo in in g G oogle V en tu re s, h e

w as a d esig n le ad a t Y ou T ube a n d a n e a rly e m plo ye e o f F eed B urn er, w hic h

G oogle a cq uir e d i n 2007. J o h n writ e s a b ou t d esig n a n d p ro d uctiv it y f o r  e

Wall S tr eet J o u rn al, F ast C om pan y, a nd Wir ed . H e s tu d ie d jo u rna li s m a t t h e

U ni vers it y o f W is c o ns in.

B R ADE N K OWI TZ f o u nd ed t h e G oogle V ent ure s d esig n t e a m i n

2009 and p io ne ere d t h e r o le o f “ d esig n p artn er” a t a v en tu re c a p it a l ﬁ rm . H e

has a d vis e d c lo se t o t w o h und re d s ta rtu p s o n p ro d uct d esig n , h ir in g, a n d

te a m c u lt u re . B efo re jo ini ng G oogle V en tu re s, B ra d en l e d d esig n f o r s e vera l

G oogle p ro d ucts , i nc lu d ing G mail, G oogle A pps f o r B usin ess, G oogle

S pre ad sh eets , a nd G oogle T re nd s.

@ ja k ek @ ja z er @ kow it z

th esp rint book .c o m MEE T T H E A U TH ORS, W AT C H V ID EO S A N D M ORE A T

S im on an dS ch ust er.c o m

au th ors .s im on an dsc h uste r.c o m /Jak e-K nap p

au th ors .s im on an dsc h uste r.c o m /Joh n-Z era ts k y

au th ors .s im on an dsc h uste r.c o m /B ra d en -K ow it z We h ope y ou e njo yed r ead in g t his S im on & Sch uste r e Book.

Jo in o ur m ailin g l ist and g et u pdate s o n n ew rele ase s, d eals, b on us c on te n t a nd o th er g re at b ooks f ro m

Sim on & Sch ust er.

CL IC K H ER E T O S IG N U P

or v isi t u s o nlin e t o si gn u p a t

eB ookN ew s.S im on an dSch ust er.c om In d ex

A not e a bou t t h e in dex:  e p ag es re fe re n ce d in th is in dex re fe r to th e p ag e n um bers in th e p rin t

ed it io n . C li c k in g o n a p ag e n um ber w ill ta k e yo u to th e eb ook lo ca tio n th at co rre sp on ds to th e

beg in nin g o f th at p ag e in th e p rin t e d it io n . F or a c o m pre h en siv e li s t o f lo ca tio n s o f a n y w ord o r

p h ra se , u se y o u r r e ad in g s y ste m ’s s e a rc h f u n ctio n .

A bern eth y, A m y, 61 , 62 , 64 , 76 , 77 , 85 –87

a b str a ct i d ea s, s k etc h in g a n d, 106 –7

a cto rs , i n m ap s, 66

A ds, 4

“ a g ile ” p ro ce sse s, 17

A ir b n b, 210 –11, 230

Alle n , D av id , 108 –9

“ A lw ay s b e c a p tu rin g” m an tr a , 89 –90, 99 –100, 101

Facili t a to rs a n d, 89 –90

a n on ym it y , o f s o lu tio n s k etc h es, 114 –15

A pollo 13 , 53 –54, 85 , 225

A pple , 171

A pp S to re , 171 –73

a rt m use u m , i n d ecid in g p ro ce ss, 131 , 132

A sk t h e E xp erts , 36 , 68 –82, 228

ch alle n ges a n d, 77 –78

o n c u sto m er p ers p ectiv e, 70

d ecid in g a n d, 156

e x is tin g s o lu tio n a n d, 71

i n F la tir o n H ea lt h s p rin t, 76 –78, 85

in te rv ie w p ro ce ss f o r, 71 –72 map pin g t h e p ro b le m a n d, 69 –70, 76 , 77

o n m ech an ic s o f p ro d uct, 70 –71

n ote -ta k in g a n d, s e e H ow M ig h t W e n ote s

o n s tr a te g y, 70

A sse t C olle cto r, 188

A tla n ta F alc o n s, 172

A tla n tic O ce a n , 83 –84

B ad gerC o, 42 –43

B als ig er, P ete r, 2

B en tz , M eli t ta , 95 –96

b ig q uestio n s, ﬁ ndin g a n sw ers t o , 28

B lo gger, 6

B lu e B ottle C oﬀ ee s p rin t, 16 , 21 –25, 28 , 30 , 33 , 57 , 65 , 66 , 73 –74, 84 , 96 , 101 , 103 –4, 108 , 113 ,

116 –17, 119 , 120 , 146 , 153 , 157 , 188 , 223 –24

l o n g-te rm g o al o f, 55 –56

“ B ot T ea m ” ( S la ck s o lu tio n s k etc h ), 143 –44, 175 , 217 , 221 , 222

b ra in sto rm in g g ro u p s, 230

l a ck o f r e su lt s f ro m , 1–2, 107

Bro ch ure F aç ad e, 185

B ro w n, T im , 43

B urk a, D an ie l, 5, 24 , 170

B utte rﬁ eld , S te w art, 129 , 131 , 143 , 144 , 217

C ali f o rn ia , U niv ers it y o f, a t I r v in e, 38 –39

c a n ce r t r e a tm en ts :

c li n ic a l t r ia ls i n , 61

g en etic a n aly sis i n , 176

C an oso , A dria n , 8, 11 , 12 , 97 –98, 178 –79

ch alle n ges, 21 –28

i n B lu e B ottle s p rin t, 22

c h oosin g w hic h t o p urs u e, s e e t a rg et

ex p erts a n d, s e e A sk t h e E xp erts

H ow M ig h t W e n ote s a n d, 77 –78 in S la ck s p rin t, 129 –30, 216 –17

in S quid C o s p rin t, 31

C han ge b y D esig n ( B ro w n), 43

C hen , A nnie , 2–3

C hen , S te ve, 6

C hip ps, N ate , 229

C hro m e, 4

c li n ic a l t r ia ls , 176

o f c a n ce r t r e a tm en ts , 61

C lo on ey, G eo rg e, 29

c o ﬀ ee, f re sh ly r o aste d , 21

C olu m bia U niv ers it y , 83 , 229

C ou sin s, S te ve, 7–8, 10 , 11 , 97 –98

C ra ig sli s t, r e cru it in g t e st c u sto m ers w it h , 119 –22

c u sto m er e x p erts , 34

c u sto m er r e se a rc h , 5

s e e a ls o t e sts , r e a l- w orld

c u sto m ers , p ers p ectiv e o f, 70

D an ie ls , J o h n T ., 231

d ata , f ro m s p rin ts , 16 , 32 n , 123 , 142 , 144 , 199 , 204 , 224

d ead li n es, 3, 10 , 109

a s c h alle n ge, 26

D ecid ers , 34 , 70 , 190 , 223 , 230

c u sto m er t e sts a n d, 31

i n d ecid in g p ro ce ss, 131 , 138 , 139 –42, 159 –60

Facili t a to rs v s., 36 , 91

i n F la tir o n H ea lt h s p rin t, 61 , 85 –87

n eed f o r a ctiv e p artic ip atio n b y, 30 –32

r e a l- w orld t e sts a n d, 31 , 32

i n R um ble s, 145 , 146

s e lli n g s p rin t c o n ce p t t o , 31 –32

i n S la ck s p rin t, 144 in s to ry b oard p ro ce ss, 156

s tr a w p olls a n d, 87 –88, 138 , 139

s u p erv o te s a n d, 140 –42

t a rg et a n d, 31 , 32 , 85 –88

i n t r ia l r u n s, 190

d ecid in g, 16 , 125 , 127 –42

a rt m use u m i n , 131 , 132

i n B lu e B ottle s p rin t, 24 –25

D ecid ers i n , 131 , 138 , 139 –42, 143 –44, 159 –60

Facili t a to rs i n , 135 , 136 , 137

h ea t m ap i n , 131 , 132 –35

h on esty i n , 139 –40

m ay b e-la te rs i n , 142

R um ble s i n , s e e R um ble s

S crib e i n , 135 –36

s p eed c rit iq ue i n , 131 , 135 –37

s tr a w p oll i n , 131 , 138 –40

s u p erv o te s i n , 131 , 140 –42, 143 , 144

t im ers i n , 136 , 138

w in ners i n , 141 –42

d ecis io n f a tig u e, 159 –60

d esig n e x p erts , 35

d esig n t h in kin g, 17

d evic e s, e le ctr o n ic , a s b an ned f ro m s p rin t r o om , 41

D on eg an , J a n et, 85

D ru gge, M ik ae l, 3

D un ca n , B yard , 103 , 106 , 115

D un n, T ay lo r, 229

e le vato rs , r o b ot h elp ers a n d, 8–9

e m ail, 221

S la ck v s., 220 , 221

e x is tin g s o lu tio n s: in B lu e B ottle s p rin t, 96 –97

e x p erts a s s o u rc e o f, 71

i n F la tir o n H ea lt h s p rin t, 98 –99, 100 –101

in sp ir a tio n f ro m , 95 –96

L ig h tn in g D em os a n d, 96 –101

i n S av io k e s p rin t, 71 , 97 –98

u n ﬁ nis h ed p ro je cts a n d, 71 , 97 –99

e x p erim en ts , s p rin ts a n d, 31

e x p erts , s e e A sk t h e E xp erts

fa ç ad es, 165 –82, 184 , 199 , 230

i n F it S ta r s p rin t, 171 –74

i n F ou n datio n M ed ic in e s p rin t, 176 –77

m in dse t a n d, 168 –69

i n m ovie s, 165 –66, 173

in O ne M ed ic a l s p rin t, 180 –82

i n S av io k e s p rin t, 178 –79

i n S la ck s p rin t, 175

t im e r e q uir e d t o b u ild , 166 –68

F ace b ook , 230

F acili t a to rs , 36 , 77 , 89 –91

“ A lw ay s b e c a p tu rin g” m an tr a a n d, 89 –90

a n d a sk in g f o r p erm is sio n , 89

a n d a sk in g o b vio u s q uestio n s, 90

D ecid ers v s., 36 , 91

d ecis io n f a tig u e a n d, 159 –60

d ecis io n s a n d, 91

n ew i d ea s a n d, 159 –60

p ro to ty p in g a n d, 187

a n d r e cru it in g o f t e st c u sto m ers , 119 –23

i n s p eed c rit iq ue, 135 , 136 , 137

t e a m n eed s a n d, 90 –91

t im ers a n d, 46 –48 fa ilu re s, e ﬃc ie n t, 222 –23

f a k e b ra n ds, i n R um ble s, 145

f a k in g i t , s e e f a ç ad es

F arro k h nia , R . A ., 229

f e ed back , 207

r e actio n v s., 169 –70

ﬁ nan ce e x p erts , 34

F it b it , 171

ﬁ tn ess t r a in in g, a u to m ate d , 171 –74

F it S ta r s p rin t, 171 –74, 189 , 206

F la tir o n H ea lt h s p rin t, 60 –64, 76 , 85 , 88 , 100 –101, 153 , 176 , 224

F li c k r, 143

f o cu s, s p rin t p ro ce ss e m ph asis o n , 32

F ou n datio n M ed ic in e s p rin t, 16 , 176 –77, 185

Fou n datio n O ne, 176

F re em an , J a m es, 21 –25, 30 , 103

G eb bia , J o e, 210 –11

g en etic a n aly sis , i n c a n ce r t r e a tm en ts , 176

G eo rg e M aso n U niv ers it y , 38

G ettin g  in gs D on e ( A lle n ), 108 –9

G ia ru sso , S era h , 24 , 103

G li t ch ( v id eo g am e), 128 –29, 143

Gmail, 2, 4

g o als , a m bit io u s, 229

g o als , l o n g-te rm , 55 –57, 61 , 67 , 110 , 138 , 141 , 147

d an gero u s a ssu m ptio n s a n d, 56 –57

i n F la tir o n H ea lt h s p rin t, 62 –63

G old ilo ck s q uali t y , 170 , 207

G on zale z , T on y, 171 –72

G oogle , 60

e x p erim en ta tio n c u lt u re o f, 1

s e lf - d riv in g c a r o f, 16 Google E arth , 83

G oogle F orm s, 121

G oogle H an go u ts , 3

G oogle S ea rc h , 4

G oogle V en tu re s ( G V), 4–6, 7, 12 , 15 , 16 , 60 , 85 , 113 , 130 , 171 , 176 , 201 , 231

G oogle X , 4

G ra ce , M erc i, 130 , 131 , 143 –44, 152 , 156 , 175 , 216 –17, 221 , 222

G ra co s p rin t, 27 –28

G re en , B ob by, 76 , 85 , 86

G rija lv a, D ave, 171 –74

H arr y P otte r a n d t h e P hilo so p h er ’s S to n e ( R ow li n g), 196 , 196 n

h ea t m ap , i n d ecid in g p ro ce ss, 131 , 132 –35

h ig h s ta k es, a s c h alle n ge, 26

h on esty , i n d ecid in g p ro ce ss, 139 –40

h ote ls , g u est s a tis fa ctio n a n d, 10 , 56

H ow ard , R on , 53

H ow M ig h t W e n ote s, 68 , 73 –82, 110

in B lu e B ottle s p rin t, 73 –74

c h alle n ges a n d, 77 –78

i n F la tir o n H ea lt h s p rin t, 76 –78

m ap s a n d, 81 –82

o rg an iz in g, 79 –80

p rio rit iz in g, 80 –81

t a rg et a n d, 87

H TM L, 184

H urle y, C had , 6

I d ea P ain t, 44

I D EO , 73

i llu sio n , 165 –66

s e e a ls o f a ç ad es

In cr ed ib le s,  e ( ﬁ lm ), 149

I n dia n O ce a n , 84 in dustr ia l c o m pan ie s, s p rin ts a n d, 27 –28

I n gra m , A le x , 62 , 76

i n te rr u p tio n s, p ro d uctiv it y a n d, 38 –39

I n te rv ie w er, 188 , 190 , 204 –5, 217 , 225

t ip s f o r, 212 –15

i n te rv ie w s, 196 –200, 201 –15

bein g a g o od h ost i n , 212

b ro k en q uestio n s i n , 214 –15

c o n te x t q uestio n s i n , 202 , 205 –6

c u rio sit y m in dse t i n , 215

d eb rie ﬁ ng i n , 202 , 209 –10

d eta ile d t a sk s i n , 202 , 208 –9

a s e m otio n al r o lle r c o aste r f o r s p rin t t e a m , 197

f e ed back i n , 207

i n F it S ta r s p rin t, 197 , 206

i n F it S ta r t e st, 208

ﬁ ve-a ct s tr u ctu re o f, 202

i d ea l n um ber o f c u sto m ers f o r, 197 –99

i n tr o d ucin g p ro to ty p es i n , 202 , 206 –7

i n O ne M ed ic a l s p rin t, 199 –200

o p en -e n ded v s. l e ad in g q uestio n s i n , 212 –13

p ow er o f, 210 –11

s c h ed ule o f, 199

i n S la ck s p rin t, 217

t e a m o b se rv atio n o f, s e e i n te rv ie w s, l e a rn in g f ro m

th in kin g a lo u d i n , 207 –8

w elc o m e i n , 202 , 204 –5

“ w hy” q uestio n s i n , 199 –200

i n te rv ie w s, l e a rn in g f ro m :

in B lu e B ottle s p rin t, 223 –24

i n F la tir o n H ea lt h s p rin t, 224

g ro u p n ote -ta k in g i n , 219 –21

i m porta n ce o f r e a l- tim e t e a m o b se rv atio n i n , 202 –4, 218 –19 lo ok in g f o r p atte rn s i n , 222

i n S av io k e s p rin t, 223

i n S la ck s p rin t, 220 –21, 223

sp rin t q uestio n s a n d, 222 –23

I n vit e M ed ia , 60

i P ad s, 171 –73, 178 , 189

a s b an ned f ro m s p rin t r o om , 41

J a v aS crip t, 184

K ey n ote , 171 , 173 , 175 , 176 , 177 , 178 , 184 –85, 186

Knap p, J a k e, 24 , 27 –28, 30 , 47 , 48 , 60 , 62 , 76 , 77 , 85 , 107 n , 109

K ow it z , B ra d en , 5, 22 , 23 –24, 30 , 43 , 60 , 76 , 156 , 216

K ra n z, G en e, 53 , 55 , 85

L ach ap elle , S erg e, 3

L an ce lo tta , M ary P at, 176

L an dau er,  om as K ., 198 n

l a p to p s, a s b an ned f ro m s p rin t r o om , 41

L au , T essa , 11 , 12 , 178

l e a n d evelo p m en t, 17

l e a rn in g, s e e i n te rv ie w s, l e a rn in g f ro m

L ig h tn in g D em os, 96 –101, 110

Lord o f t h e R in gs,  e ( T olk ie n ), 59 , 60

L ow e, D av id , 27

M cK in se y & Com pan y, 230

M ak ers , 187 , 188

m ap pin g t h e p ro b le m , 16 , 59 –67, 110 , 230

i n B lu e B ottle s p rin t, 23 –24, 65 , 66

d iv is io n o f l a b or a n d, 101 –2

e x p erts a n d, 69 –70, 76 , 77

i n F la tir o n H ea lt h s p rin t, 62 –63

H ow M ig h t W e n ote s a n d, 81 –82, 85 in S av io k e s p rin t, 10 , 64 –65, 66

ste p s i n , 66

a s s to ry, 65 –66

t a rg et a n d, 84 , 85 –86

M arg o li s , M ic h ae l, 5, 12 , 60 , 62 , 201 –2, 203 , 204 , 206 , 208 , 209 , 212 , 214 , 216 , 217

M aris , B ill, 4–5

m ark ers , d ry -e ra se , 75

m ark etin g e x p erts , 34

M ase r, M ik e, 171 –73

“ M ath em atic a l M od el o f t h e F in din g o f U sa b ili t y P ro b le m s, A ” ( N ie ls e n a n d L an dau er), 198 n

m ech an ic s, o f p ro d uct o r s e rv ic e , 70 –71

M ed iu m , 6

M ed iu m s p rin t, 224

M eeh an , B ry an , 22

m eetin gs, f ru str a tio n s o f, 127 –28, 230

Mic ro so ft W ord , 186

M id -O ce a n R id ge, 83 –84, 87

“M in d R ead er,  e” ( B lu e B ottle s o lu tio n s k etc h ), 104 –6, 115

Mis sio n C on tr o l, 53 –54, 225

mom en tu m , r e g ain in g, 26

M ove L oot s p rin t, 113

m ovie s, f a ç ad es i n , 165 –66, 173

My N eig h bor T oto ro ( ﬁ lm ), 98

N ASA , 54

N est, 16

N ew to n , A li c e , 195 –96

N ew to n , N ig el, 195 –96

N ew Y ork T im es, 15 , 130 , 152 , 153 , 188

N ie ls e n , J a k o b, 197 –98, 198 n

no-d evic e s r u le , 41 , 110

N ote -a n d-V ote , 146 –47

n ote -ta k in g: on i n te rv ie w s, 219 –21

s k etc h in g a n d, 109 , 110

s e e a ls o H ow M ig h t W e n ote s

O ce a n ’s E le v en ( ﬁ lm ), 29 –30, 36 , 37 , 225

o ﬃc e s u p pli e s, f o r s p rin t r o om s, 45

O ne M ed ic a l G ro u p s p rin t, 180 –82, 185 –86, 199

op en in g s c e n e, 188

O str ic h C o, 139 –40

p ap er, f o r s p rin t r o om s, 44

p ap er c o ﬀ ee ﬁ lt e rs , 95 –96

p atte rn s, i n c u sto m er r e actio n s t o p ro to ty p es, 222

p erm is sio n , F acili t a to rs a n d, 89

p ers o n al t r a in ers , 171

p h on es, a s b an ned f ro m s p rin t r o om , 41

P hoto sh op, 184

P it t, B ra d , 29 , 36

P ix ar, 149

p la te t e cto n ic s, 84

P la y S ta tio n , 178

P orte r, J o sh , 89

P ost- It n ote s, s e e s tic k y n ote s

P ow erP oin t, 184 , 186

p re vio u s e ﬀ orts , s e e e x is tin g s o lu tio n s

prio rit ie s, s e ttin g, 54 –55

“ P rio rit y I n box” p ro je ct, 2–3

P ro cte r & Gam ble , 73

p ro d uctiv it y , i n te rr u p tio n s a n d, 38 –39

p ro gre ss, r a p id , f ro m s p rin t p ro ce ss, 31

p ro to ty p e m in dse t, 168 –69, 230

pro to ty p es, p ro to ty p in g, 16 , 60 , 183 –90

a cto rs a n d s c rip ts i n , 186

a p pea ra n ce o f r e a li t y i n , 169 –70 Asse t C olle cto r i n , 188

i n B lu e B ottle s p rin t, 25 , 28 , 104 –6

B ro ch ure F aç ad es i n , 185

D ecid ers a n d, 31 , 32

d ecid in g o n , s e e d ecid in g

as d is p osa b le , 169

d iv is io n o f l a b or i n , 183 , 187

f a ç ad es a n d, s e e f a ç ad es

F acili t a to r a n d, 187

i n F it S ta r s p rin t, 189

f o cu s o n l e a rn in g f ro m , 169

i n F ou n datio n M ed ic in e s p rin t, 185

G old ilo ck s q uali t y i n , 170

i n G ra co s p rin t, 27 –28

I n te rv ie w er i n , 188 , 190

M ak ers i n , 187

m in dse t a n d, 168 –69

i n O ne M ed ic a l s p rin t, 199

p ic k in g r ig h t t o ols f o r, 183 –86

i n P rio rit y I n box s p rin t, 3

R um ble s a n d, 143 –47

i n S av io k e s p rin t, 9, 10 , 11 –12, 185

sk etc h in g a n d, 104 –6

i n S quid C o s p rin t, 30 –31

S tit c h er i n , 183 , 187 , 189

s to ry b oard s c e n es a n d, 188 , 189 –90

t r ia l r u n i n , 183 , 189 –90

u n iv ers a l a p pli c a tio n o f, 169

u sin g e x is tin g o b je cts o r s p ace s i n , 186

W rit e r i n , 187 –88

q uestio n s:

in i n te rv ie w s, 212 –14 ob vio u s, F acili t a to rs a n d, 90

q uestio n s, ﬁ ndin g a n sw ers t o , 138 , 141 , 147

i n B lu e B ottle s p rin t, 23

i n F it S ta r s p rin t, 171

i n F la tir o n H ea lt h s p rin t, 62 –63, 88

in F ou n datio n M ed ic in e s p rin t, 176 –77

i n G ra co s p rin t, 27 –28

a n d l e a rn in g f ro m i n te rv ie w s, 222 –23

i n O ne M ed ic a l s p rin t, 180

r o le o f s p rin ts i n , 15 , 16 –17, 67

in S av io k e s p rin t, 9, 10 , 178

i n S la ck s p rin t, 175 , 216 –17, 222 –23

Sta rtin g a t t h e E nd a n d, 55 –58

s u rfa ce a n d, 28

s e e a ls o H ow M ig h t W e n ote s

re actio n , f e ed back v s., 169 –70

R ela y r o b ot, 7, 14 , 56

e ye s o f, 97 –98

g u est s a tis fa ctio n a n d, 10

g u ests ’ r e sp on se s t o , 13

“ p ers o n ali t y ” o f, 11 , 13 , 71 , 178 , 179

r is k -ta k in g, 156 , 166

r o b ot h elp ers , h um an i n te ra ctio n w it h , 8–9, 10

Rogers , J a n , 46 –47

R ogers , L ora n , 46 , 48

r o om s, f o r s p rin ts , 41 –45

R um ble s, 143 –47, 223

in B lu e B ottle s p rin t, 146

D ecid ers i n , 145 , 146

f a k e b ra n ds i n , 145 –46

N ote -a n d-V ote i n , 146 –47

s in gle -p ro to ty p e v s., 145 , 147 in S la ck s p rin t, 144 , 145

S av io k e L ab s s p rin t, 7–15, 26 , 33 , 64 , 66 , 71 , 119 , 145 , 153 , 157 , 178 –79, 185 , 223

b ette r g u est e x p erie n ce a s g o al o f, 56 , 84

s c h ed ule , c le a rin g s p ace f o r s p rin ts i n , 10 , 39 , 40 –41

s c re en er s u rv e y s, i n r e cru it in g t e st c u sto m ers , 119 –21

S crib e, i n s p eed c rit iq ue, 135 –36

S ea ttle , W ash ., 229

S harp ie s, 75 n

s im pli c it y , i n m ap s, 66

s k etc h in g, 16 , 60 , 102 , 103 –18

a b str a ct i d ea s a n d, 106 –7

i n B lu e B ottle s p rin t, 24 , 103 –4, 108 , 113

C ra z y 8s e x erc is e i n , 109 , 111 –13

i n M ove L oot s p rin t, 113

p ro to ty p es a n d, 104 –6

o f r o u gh i d ea s, 109 , 111

s o lu tio n s k etc h es i n , s e e s o lu tio n s k etc h es

ta k in g n ote s i n , 109 , 110

a s w ork in g a lo n e t o geth er, 107 –9

S la ck s p rin t, 129 –31, 143 –44, 149 –58, 175 , 216 , 217 , 220 –21, 222 , 223

e x p an sio n i n to n ew m ark ets a s c h alle n ge f o r, 129 –30

S m it h so n ia n I n stit u te , 228

s n ack s, f o r s p rin ts , 45

s o lu tio n s k etc h es, 109 , 114 –18

a n on ym it y o f, 114 –15

i n B lu e B ottle s p rin t, 116 –17

d ecid in g o n , s e e d ecid in g

as e x p la n ato ry, 114

i m porta n ce o f w ord s i n , 115

m ay b e-la te rs i n , 142 , 155

s in gle -sc e n e, 114 , 117

i n S la ck s p rin t, 130 stic k y n ote s a n d, 114

s to ry b oard f o rm at i n , 114 , 116

t it le s f o r, 115

w in ners i n , 141 –42

s p eed c rit iq ue:

in d ecid in g p ro ce ss, 131 , 135 –37

S crib e i n , 135 –36

s p rin ts :

c h eck li s ts f o r, 232 –49

c le a rin g c a le n dars f o r, 10 , 39 , 40 –41

c o n ce p t o f, 3

d ail y s c h ed ule i n , 39 , 40 –41, 90 –91

decid in g p ro ce ss i n , s e e d ecid in g

fa ç ad es i n , s e e f a ç ad es

a s ﬁ ve-d ay p ro ce ss, 5–6, 9, 16 , 40 –41

f re q uen tly a sk ed q uestio n s a b ou t, 251 –57

l e a rn in g f ro m , s e e i n te rv ie w s, l e a rn in g f ro m

n o-d evic e s r u le i n , 41 , 110

o rig in o f, 2–5

p ro to ty p es i n , s e e p ro to ty p es, p ro to ty p in g

questio n s t o b e a n sw ere d i n , s e e q uestio n s, ﬁ ndin g a n sw ers t o ; t e sts , r e a l- w orld

r is k -ta k in g i n , 166

R um ble s i n , 143 –47

s e ttin g p rio rit ie s i n , 54 –55

s to ry b oard s i n , s e e s to ry b oard in g

tim e a llo ca tio n i n , 38 –41

t im ers f o r, 46 –48

u n co verin g d an gero u s a ssu m ptio n s t h ro u gh , 56 –57

u n iv ers a l a p pli c a tio n o f, 229 –30

v ers a tili t y o f, 5–6, 229 –30

wid e a p pli c a tio n o f, 5–6

w ork in g a lo n e t o geth er i n , 107 –9

w ork r o om s f o r, 41 –45 Square sp ace , 186

S quid C o s p rin t, 30 –31, 32 , 139

S ta rtin g a t t h e E nd, 5, 53 –58

i n A pollo 13 r e sc u e, 53 –54

i n B lu e B ottle s p rin t, 55 –56, 57

in F la tir o n H ea lt h s p rin t, 62 –63

l o n g-te rm g o als a n d, 55 –57, 61 , 62 –63, 67

questio n s t o b e a n sw ere d i n , 55 –58, 62 –63, 67

in S av io k e s p rin t, 56

s e ttin g p rio rit ie s i n , 54 –55

s ta rtu p s, 231

s p rin ts a n d, 4–5, 15 –16, 27

Sta rw ood , 9

s tic k y n ote s:

p oste r- siz e, 43 , 44

s o lu tio n s k etc h es a n d, 114

s e e a ls o H ow M ig h t W e n ote s

S tit c h er, 187 , 189

s to ry b oard in g, 125 , 148 –58

“ a rtis t ” f o r, 151 , 154 –55, 156

assig n in g p ro to ty p in g t a sk s f ro m , 188 , 189 –90

i n B lu e B ottle s p rin t, 153 , 157 , 188

c o m petit o rs ’ p ro d ucts i n , 154

c o p yw rit in g i n , 155 –56

D ecid er i n , 156

d eta il i n , 156

i n F la tir o n H ea lt h s p rin t, 153

m ay b e-la te rs i n , 155

o p en in g s c e n e i n , 152 –53

r e sis tin g n ew i d ea s i n , 155

r is k -ta k in g i n , 156

i n S av io k e s p rin t, 153 , 157

i n S la ck s p rin t, 149 –53, 156 so lu tio n s k etc h es a s, 114 , 116

t e st- tim e l i m it s a n d, 157

s to ry -c e n te re d d esig n , 5

s tr a te g y, 70

s tr a w p olls , 87 –88

i n d ecid in g p ro ce ss, 131 , 138 –40

s u cce sse s, ﬂ aw ed , 223 –24

s u p erv o te s, 143 , 144

i n d ecid in g p ro ce ss, 131 , 140 –42, 143

su rfa ce , a s c o n ta ct p oin t b etw een p ro d uct a n d c u sto m er, 28

t a rg et, 82 , 83 –88

i n B lu e B ottle s p rin t, 84 –85, 101

Decid er a n d, 31 , 32 , 85 –88

i n F la tir o n H ea lt h s p rin t, 85 –87, 88

How M ig h t W e n ote s a n d, 87

k ey c u sto m ers i n , 85 –86

k ey e ven t i n , 85 –86

m ap s a n d, 84 , 85 –86

i n S av io k e s p rin t, 84

s tr a w p olls a n d, 87 –88

T ch o, 97

t e a m p ro ce sse s, 1

t e a m s, 29 –37, 218

in B lu e B ottle s p rin t, 22 –24, 33

ch alle n ges a n d, 68

c h oosin g m em bers o f, 33 , 34 –36

D ecid ers i n , s e e D ecid ers

d iv is io n o f l a b or i n , 101 –2

e x p erts a n d, s e e A sk t h e E xp erts

F acili t a to rs i n , s e e F acili t a to rs

id ea l s iz e o f, 33

i n te rv ie w s o b se rv ed b y, s e e i n te rv ie w s, l e a rn in g f ro m in O ce a n ’s E le v en , 29 –30

in S av io k e s p rin t, 9–11, 33

in S quid C o s p rin t, 30 –31

t r o u ble m ak ers i n , 35

t e ch /l ogis tic e x p erts , 34

“ T en acio u s T ou r,  e” ( S la ck s o lu tio n s k etc h ), 144 , 175 , 217 , 220 –21, 222

te sts , r e a l- w orld , 5, 16 , 231

i n B lu e B ottle s p rin t, 25

c o m petit o rs ’ p ro d ucts i n , 154

D ecid ers a n d, 31 , 32

i n F it S ta r s p rin t, 173 –74

i n G ra co s p rin t, 27 –28

i n te rv ie w i n , s e e i n te rv ie w s

re cru it in g c u sto m ers f o r, 119 –23, 197

in S av io k e s p rin t, 10 , 11 –13, 15

tim e u n it s i n , 157

 arp , M arie , 83 –84

3D p rin tin g, 27 , 185 , 186

t ig h t d ead li n es, 109

t im e, a llo ca tio n o f, f o r s p rin ts , 38 –41

t im ers , i n d ecid in g p ro ce ss, 136 , 138

T im e T im ers , 46 –48

T olk ie n , J . R . R ., 59

T oy S to ry ( ﬁ lm ), 149

t r a d e-o ﬀ s, i n s p rin t p ro ce ss, 31

t r o u ble m ak ers , i n t e a m s, 35

T se , A li s o n , 12 , 178 , 179

T urn er, N at, 60 –62

23an dM e, 6

T w it te r, 6

V is io n , 175

W alr u sC o s p rin t, 69 Warre n , C harle s, 89

W ash in gto n P ost , 15

W au gh , C hris , 180 –81

w eb sit e u sa b ili t y , 197

W ein berg , Z ach , 60 –61

w hit e b oard s, 72 , 89

i n s p rin t r o om , 42 –44

W ie d en +K en ned y, 230

W illi a m s, E v, 6, 224

W illo w G ara g e, 8

W ojc ic k i, A nne, 6

w ord s, i n s o lu tio n s k etc h es, 115

w ork in g a lo n e t o geth er, 107 –9

W rig h t, O rv ille a n d W ilb u r, 227 –28, 231

Writ e r, 187 –88

w rit in g, i m porta n ce o f, 115

Y ale U niv ers it y , 107

Y ask aw a, I z u m i, 11

Y ou T ube, 6

Z era ts k y, J o h n, 5, 7, 9, 22 , 24 , 30 , 60 , 76 , 140 , 189 Sim on & S ch uste r

1230 A ve nue o f t h e A m eric a s

N ew Y o rk , N Y 1 0020

w ww.S im onan d Sch uste r. c o m

A ll r ig hts r e se rv e d , in clu d in g t h e r ig ht t o r e p ro d uce t h is b ook o r p ortio ns t h ere o f in a n y

fo rm w hats o eve r. F o r in fo rm atio n a d dre ss S im on & S ch uste r S ub sid ia ry R ig hts D ep artm ent,

1 230 A ve nue o f t h e A m eric a s, N ew Y o rk , N Y 1 0020.

F ir s t S im on & S ch uste r h ard co ve r e d it io n M arc h 2 016

S IM ON & S C H UST E R a n d c o lo p ho n a re r e g is te re d t ra d em ark s o f S im on & S ch uste r, In c.

F o r in fo rm atio n a b out s p ecia l d is c o unts f o r b ulk p urc h ase s, p le ase c o nta ct S im on &

S ch uste r S p ecia l S ale s a t 1 -8 66-5 06-1 949 o r b usin ess@si monan d sc h uste r. c o m .

The S im on & S ch uste r S p eake rs B ure au c a n b rin g a u th o rs t o y o ur liv e e ve nt. F o r m ore

in fo rm atio n o r t o b ook a n e ve nt c o nta ct t h e S im on & S ch uste r S p eake rs B ure au a t 1 -8 66-

248-3 049 o r v is it o ur w eb sit e a t w ww.s im onsp eake rs .c o m .

Ja cke t d esig n b y J e ssic a H is c h e

A uth o r p ho to g ra p hs b y G ra h am H an co ck

Li bra ry o f C ong re ss C ata lo g in g -in -P ub lic a tio n D ata is a va ila b le .

IS B N 9 78-1 -5 011-2 174-6

IS B N 9 78-1 -5 011-2 177-7 (e b ook)