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Jake Knapp

inuse
May 03, 2019

Jake Knapp

The Design Sprint: One Small Change to Create a Culture of Innovation

inuse

May 03, 2019
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  1. Creating a
    Culture of
    Innovation
    Jake Knapp

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  3. High fives
    !

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  4. High fives all around!
    " # $

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  5. Watch the elbow.
    " # $

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  11. Creating a
    Culture of
    Innovation
    Jake Knapp

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  12. The
    Design
    Sprint
    Jake Knapp

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  13. 2000

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  15. Encarta
    Encyclopedia

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  16. View Slide

  17. Idea

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  18. Idea Sept Oct Nov
    Build

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  19. Idea Sept Oct Nov Dec Jan Feb
    Build

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  20. Idea Sept Oct Nov Dec Jan Feb Mar Apr May June July Aug
    Build

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  21. Idea Sept Oct Nov Dec Jan Feb Mar Apr May June July Aug
    Launch
    Build

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  22. May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan

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  23. c Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr May
    2000 2001 2002 2003

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  24. View Slide

  25. Wikipedia

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  29. 2005

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  30. Idea Sept Oct Nov Dec Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec
    There must be a better way.

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  31. 2007

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  32. View Slide

  33. Gmail

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  34. Idea Launch
    ?

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  35. Idea Sept Oct Nov Dec Jan Feb Mar Apr May June July Aug
    Launch
    Build

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  36. 20%

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  37. “Google Meeting”

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  38. 2007

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  39. 2008

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  40. 2009

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  41. Idea Sept Oct Nov Dec Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec

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  42. Stockholm in January
    2009

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  43. View Slide

  44. F
    M T W T

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  45. F
    M T W T

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  46. View Slide

  47. View Slide

  48. 2011

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  49. 2019

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  50. View Slide

  51. Idea Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr

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  52. Idea Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr
    Prototype

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  53. Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr

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  54. Designing products.

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  55. Designing time.

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  56. Remember…

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  57. !

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  58. View Slide

  59. Call w/ east coast
    Stand-up
    Project Alpha market
    research
    Doug 1:1
    Project Alpha market
    research, part 2
    Project Frobazz kickoff
    Project Boom check-in
    Call w/ west coast Call w/ west coast
    Quarterly All-Hands
    Bob 1:1
    Stand-up
    Team lunch Lunch w/ Dave Lunch w/ Kelly Working lunch Cup of noodles if you’re lucky
    Quarterly All-Hands

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  60. Call w/ east coast
    Stand-up
    Project Alpha market
    research
    Bob 1:1
    Cindy 1:1
    Doug 1:1
    Edith 1:1
    Stand-up
    Project Alpha
    brainstorm
    Project Alpha market
    research, part 2
    Project Frobazz kickoff
    Debrief
    Project Boom check-in
    Call w/ west coast Call w/ west coast
    Call w/ west
    coast
    Client
    breakfast
    Quarterly All-Hands
    Stand-up
    Call w/ west
    coast
    Stand-up
    Check-in
    Check-in
    Bob 1:1
    Bob 1:1 again,
    because why not
    Stand-up
    Stand-up
    Spec review
    Stand-up
    Project Boom
    check-in
    Debrief
    Check-in Check-in
    Check-in
    Check-in
    Team lunch Lunch w/ Dave Lunch w/ Kelly Working lunch Cup of noodles if you’re lucky
    Alice 1:1
    Check-in Catch up Triple check
    Re-check
    Check-in
    Quarterly All-Hands
    Quarterly
    All-Hands
    Call w/ west
    coast
    Check-in
    Spec
    review
    Check-in
    Stand-up
    Hold
    Check-in
    Check-in
    Sit down

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  61. Call w/ east coast
    Stand-up
    Project Alpha market
    research
    Bob 1:1
    Cindy 1:1
    Doug 1:1
    Edith 1:1
    Stand-up
    Project Alpha
    brainstorm
    Project Alpha market
    research, part 2
    Project Frobazz kickoff
    Debrief
    Project Boom check-in
    Call w/ west coast Call w/ west coast
    Call w/ west
    coast
    Client
    breakfast
    Quarterly All-Hands
    Stand-up
    Call w/ west
    coast
    Stand-up
    Check-in
    Check-in
    Bob 1:1
    Bob 1:1 again,
    because why not
    Stand-up
    Stand-up
    Spec review
    Stand-up
    Project Boom
    check-in
    Debrief
    Check-in Check-in
    Check-in
    Check-in
    Team lunch Lunch w/ Dave Lunch w/ Kelly Working lunch Cup of noodles if you’re lucky
    Alice 1:1
    Check-in Catch up Triple check
    Re-check
    Check-in
    Quarterly All-Hands
    Quarterly
    All-Hands
    Call w/ west
    coast
    Check-in
    Spec
    review
    Check-in
    Stand-up
    Hold
    Check-in
    Check-in
    Sit down

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  62. Call w/ east coast
    Stand-up
    Project Alpha market
    research
    Bob 1:1
    Cindy 1:1
    Doug 1:1
    Edith 1:1
    Stand-up
    Project Alpha
    brainstorm
    Project Alpha market
    research, part 2
    Project Frobazz kickoff
    Debrief
    Project Boom check-in
    Call w/ west coast Call w/ west coast
    Call w/ west
    coast
    Client
    breakfast
    Quarterly All-Hands
    Stand-up
    Call w/ west
    coast
    Stand-up
    Check-in
    Check-in
    Bob 1:1
    Bob 1:1 again,
    because why not
    Stand-up
    Stand-up
    Spec review
    Stand-up
    Project Boom
    check-in
    Debrief
    Check-in Check-in
    Check-in
    Check-in
    Team lunch Lunch w/ Dave Lunch w/ Kelly Working lunch Cup of noodles if you’re lucky
    Alice 1:1
    Check-in Catch up Triple check
    Re-check
    Check-in
    Quarterly All-Hands
    Quarterly
    All-Hands
    Call w/ west
    coast
    Check-in
    Spec
    review
    Check-in
    Stand-up
    Hold
    Check-in
    Check-in
    Sit down

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  63. Defaults

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  64. Defaults

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  65. Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr

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  66. F
    M T W T

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  67. Perfect start?
    Confidence
    Commitment
    Momentum
    Hard & Fun

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  68. 2010

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  69. 20%

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  70. “Design Sprint”

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  71. 2010

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  72. 2010

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  73. 2010

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  74. 2011

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  75. 2012

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  76. Google Ventures

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  77. Startups

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  78. Data
    Idea

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  79. Build
    Launch
    Data
    Idea

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  80. Launch
    Data
    Idea
    B… u… i… l… d

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  81. B… u… i… l… d
    Lau
    Data
    Idea

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  82. Idea
    Data

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  83. 2012

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  84. 2012

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  85. 2013

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  86. 2014

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  87. 2015

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  88. 2016

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  89. The Design Sprint

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  90. F
    M T W T
    !
    CEO Engineer
    Sales
    Marketing Design

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  91. ! F
    M T W T
    CEO Engineer
    Sales
    Marketing Design

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  92. F
    M T W T

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  93. F
    M T W T
    Defaults

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  94. F
    M T W T
    Defaults

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  95. F
    M T W T
    Checklist

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  96. F
    M T W T

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  97. F
    M T W T
    Checklists
    1 p.m.
    ❏ Lunch break. Eat together if you can (it’s fun). Remind your team
    to choose a light lunch to maintain energy in the afternoon. There
    are snacks if you get hungry later.
    2 p.m.
    ❏ Ask the Experts. Interview experts on your sprint team and guests
    from the outside. Aim for fifteen to thirty minutes each. Ask about
    the vision, customer research, how things work, and previous ef-
    forts. Pretend you’re a reporter. Update long-term goal, questions,
    and map as you go. (p. 71)
    ❏ Explain How Might We notes. Distribute whiteboard markers and
    sticky notes. Reframe problems as opportunities. Start with the let-
    ters “HMW” on the top left corner. Write one idea per sticky note.
    Make a stack as you go. (p. 73)
    4-ish
    ❏ Organize How Might We notes. Stick all the How Might We
    notes onto a wall in any order. Move similar ideas next to one an-
    other. Label themes as they emerge. Don’t perfect it. Stop after
    about ten minutes. (p. 79)
    ❏ Vote on How Might We notes. Each person has two votes, can
    vote on his or her own notes, or even the same n
    winners onto y
    Checklists
    MONDAY
    Note: Schedules are approximate. Don’t worry if you run behind. Remem-
    ber to take breaks every sixty to ninety minutes (or around 11:30 a.m. and
    3:30 p.m. each day).
    10 a.m.
    ❏ Write this checklist on a whiteboard. When you’re done, check off
    this first item. See how easy that was? Keep checking off items
    throughout the day.
    ❏ Introductions. If some people don’t know one another, do a round
    of introductions. Point out the Facilitator and the Decider and de-
    scribe their roles.
    ❏ Explain the sprint. Introduce the five-day sprint process (you can
    use the slide deck on thesprintbook.com). Run through this check-
    list and briefly describe each activity.
    10:15-ish
    ❏ Set a long-term goal. Get optimistic. Ask: Why are we doing this
    project? Where do we want to be in six months, a year, or even five
    years from now? Write the long-term goal on a whitebo
    ❏ List sprint questions. Get pessim
    Turn these fea

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  98. F
    M T W T

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  99. F
    M T W T
    Map

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  100. Default:
    Perfectly plan
    everything
    Sprint:
    Focus on
    one key moment

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  101. Map

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  102. Target

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  103. F
    M T W T
    Sketch

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  104. Default:
    Group
    brainstorm

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  105. Idea
    Idea
    Idea
    Sales pitch
    Idea
    Sales pitch
    Idea
    Idea
    Idea Idea
    Idea
    Idea
    Idea
    Idea
    Idea
    Idea

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  106. Idea
    Solution

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  107. Solution

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  108. Solution
    Idea Idea
    Idea

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  109. Default:
    Group
    brainstorm
    Sprint:
    Work alone,
    together

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  111. Detailed solutions

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  112. 10+ competing solutions

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  113. F
    M T W T
    Decide

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  114. Default:
    Endless
    discussion
    Sprint:
    Fast &
    decisive

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  115. Idea
    Idea Idea Idea
    Solution
    Solution Solution
    Solution

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  116. Idea
    Idea Idea Idea
    Solution
    Solution Solution
    Solution
    Solution
    Solution
    Solution
    Solution

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  117. Solution Solution Solution Solution

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  118. Silent review

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  119. `
    Speed review

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  120. The Decider Decides

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  121. F
    M T W T
    type
    Proto-

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  122. Default:
    Build MVP
    Sprint:
    Fake it

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  123. View Slide

  124. Fake website

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  125. Fake app

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  126. Fake marketing

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  127. Fake packaging

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  128. Fake sales deck

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  129. Script
    Fake service

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  130. Prepared by !
    130
    Fake snack bar

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  131. F
    M T W T
    Test!

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  132. Default:
    Wait for
    perfect data
    Sprint:
    Quick & dirty
    data now

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  133. 1:1 interviews
    5x

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  134. Team watches + takes notes

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  135. 1 2 3 4 5
    Instant learning

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  136. 1 2 3 4 5
    Repeat + perfect

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  137. SPRINT

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  138. SPRINT

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  139. LAUNCH
    SPRINT BUILD

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  140. 150+ design sprints

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  141. 150+ design sprints

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  142. View Slide

  143. Hotel delivery
    robot

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  144. Hotel delivery
    robot

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  145. Hotel delivery
    robot

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  146. How should
    the robot
    behave?

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  147. View Slide

  148. No
    personality.

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  149. F
    M T W T

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  150. F
    M T W T
    Map

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  151. View Slide

  152. Design
    CEO
    CMO
    CTO
    Engineer

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  153. View Slide

  154. View Slide

  155. F
    M T W T
    Sketch

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  156. View Slide

  157. F
    M T W T
    Decide

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  158. Face
    3 risky ideas
    Games Dance

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  159. F
    M T W T
    type
    Proto-

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  160. 8 hour
    prototype

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  161. Sound effects

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  162. Face

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  163. View Slide

  164. Robot choreography

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  165. F
    M T W T
    Test!

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  166. Test with
    hotel guests

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  167. Braden, Michael

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  168. Aloft Hotel
    Cupertino, CA

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  169. 7:00 am

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  170. View Slide

  171. View Slide

  172. View Slide

  173. View Slide

  174. View Slide

  175. View Slide

  176. View Slide

  177. 9:00 am

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  178. View Slide

  179. View Slide

  180. View Slide

  181. View Slide

  182. View Slide

  183. View Slide

  184. View Slide

  185. View Slide

  186. View Slide

  187. Meanwhile…

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  188. View Slide

  189. View Slide

  190. View Slide

  191. View Slide

  192. View Slide

  193. View Slide

  194. 5x

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  195. Games?
    Face?
    Dance?

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  196. Games
    Face?
    Dance?

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  197. Games
    Face
    Dance?

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  198. Games
    Face
    Dance

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  199. View Slide

  200. View Slide

  201. View Slide

  202. 100,000+ deliveries

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  203. Default:
    Play it safe
    Sprint:
    Take big risks

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  204. 2016

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  205. View Slide

  206. 2019

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  207. Google
    Google
    Ventures
    Airbnb
    Facebook
    Stanford
    Reykjavík
    University
    LEGO
    Lufthansa
    Home
    Depot
    Procter &
    Gamble
    Wall
    Street
    Journal
    Uber
    Slack
    23andMe
    Governments
    Non-profits
    IDEO
    McKinsey
    AJ&Smart

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  208. View Slide

  209. Culture of
    Innovation?

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  210. c Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr May

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  211. c Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr May
    Big policy changes

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  212. c Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr May
    Tiny experiment

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  213. c Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr May
    Watch the elbow.

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  215. jakeknapp.com/stockholm

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  216. View Slide

  217. “Find a way to enjoy your
    work, because you’ll spend
    most of your life at work.”
    —Jake’s dad

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  219. !

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  220. Thank you!
    jakeknapp.com/stockholm

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