AI has made building cheap.

The cost of being wrong is still expensive.

I help organizations make better AI and growth investment decisions before committing major capital.

→ Book a Growth Strategy Call at Precoil.com/EMT

In this conversation, Janna Bastow, founder of ProdPad, shares her insights on testing pricing and packaging strategies. She discusses the importance of understanding the different roles and decision-makers in B2B purchasing, as well as the challenges of navigating the procurement process. 

Janna also talks about the evolution of pricing at ProdPad and the lessons learned from testing different packages and pricing structures. She highlights the value of customer feedback and the use of AI in product management. 

Overall, Janna emphasizes the need for product managers to focus on the core aspects of their role and leverage technology to automate repetitive tasks.

AI has made building cheap.

The cost of being wrong is still expensive.

I help organizations make better AI and growth investment decisions before committing major capital.

→ Book a Growth Strategy Call at Precoil.com/EMT

In this conversation, David J Bland interviews Andi Plantenberg about her experience with testing and experimentation, particularly in the context of NASA missions. 

They discuss the importance of testing early stage ideas, the challenges of navigating a culture of perfection and safety, and the need for fluidity and adaptability in the face of uncertainty. 

Andi shares insights from her work with NASA, including the use of simulated mission control rooms and the iterative design of software. 

She also emphasizes the importance of systems thinking and the need to address complex problems in a holistic way. 

Overall, the conversation highlights the value of experimentation in driving innovation and addressing the pressing challenges of our time.

AI has made building cheap.

The cost of being wrong is still expensive.

I help organizations make better AI and growth investment decisions before committing major capital.

→ Book a Growth Strategy Call at Precoil.com/EMT

Aaron Eden shares his background and experience with experimentation, particularly within Intuit's Design for Delight (D4D) and Innovation Catalyst programs. He discusses the importance of adapting the approach to fit the company's culture and the challenges of marketing and socializing the process internally. 

Aaron shares success stories, such as the development of SnapTax, and a failure story with the Quick Receipts project. He emphasizes the need for continuous testing and learning to drive innovation. 

Aaron Eden shares his experience with experimentation and innovation at Intuit. He discusses the importance of understanding customer behavior and aspirations, even when they may not align with their stated preferences. 

Aaron also talks about the challenges of driving innovation in a changing company culture and how he is working to reignite the innovation catalyst group at Intuit. He shares the success of a recent three-day workshop called Speed, where teams applied AI and velocity mindsets to deliver business impact. 

Aaron emphasizes the importance of using real ideas and providing career skills to participants, even if the ideas don't succeed.

AI has made building cheap.

The cost of being wrong is still expensive.

I help organizations make better AI and growth investment decisions before committing major capital.

→ Book a Growth Strategy Call at Precoil.com/EMT

Brandy and Craig discuss their collaboration and the challenges they faced in teaching entrepreneurship and de-risking startups. 

They highlight the importance of testing and iterating through customer interviews, surveys, and landing pages. They also emphasize the need to overcome biases and consider counterfactuals when evaluating risk. 

The success stories they share include students winning funding at Draper University and turning down investments to pursue their own vision. They discuss the process of scaling their program and providing support to entrepreneurs through events and resources. They also touch on the importance of questioning assumptions and guiding entrepreneurs to discover the gaps in their understanding. 

The conversation explores the importance of feedback and testing in entrepreneurship. It emphasizes the need to be open to feedback and willing to challenge assumptions. The hosts discuss the concept of being right versus being successful and the value of honest feedback. 

They also touch on the importance of understanding the problem and the customer before jumping into activities like advertising and landing page optimization. 

The conversation concludes with a discussion on the founders' initiatives, including Founder Fridays and Help a Startup Out.

AI has made building cheap.

The cost of being wrong is still expensive.

I help organizations make better AI and growth investment decisions before committing major capital.

→ Book a Growth Strategy Call at Precoil.com/EMT

Kate shares her journey of building OneGuide, a platform that provides leverage to PE and VC firms. 

She initially started with a marketplace model, but realized that startups were not willing to pay for access to experts. 

She then pivoted to selling to PE and VC firms, offering them a centralized platform for resources and an extended network of experts. Kate discusses the challenges of selling to firms, the importance of testing, and the evolution of OneGuide's features. 

She emphasizes the need for patience and the willingness to iterate and adapt along the way.

AI has made building cheap.

The cost of being wrong is still expensive.

I help organizations make better AI and growth investment decisions before committing major capital.

→ Book a Growth Strategy Call at Precoil.com/EMT

Aaron Slessinger, a product leader at HP, discusses the challenges of testing hardware and software together, specifically in the context of hot desking and hybrid work environments. He emphasizes the importance of understanding the needs and pain points of end users, as well as the shift towards prioritizing the end user experience in B2B products. Aaron shares his approach to testing, which includes conducting user interviews, low-fidelity prototyping with cardboard, and leveraging customer feedback to improve products. He also highlights the value of the collaboration between hardware and software teams in delivering the best customer experience.

AI has made building cheap.

The cost of being wrong is still expensive.

I help organizations make better AI and growth investment decisions before committing major capital.

→ Book a Growth Strategy Call at Precoil.com/EMT

Markus Muller, co-founder of Flinn, shares his journey of testing ideas and building a business in the healthcare industry. 

He emphasizes the importance of testing assumptions and using experiments to validate ideas. Markus discusses the use of LOIs (Letters of Intent) as a tool to gain commitment from potential customers. 

He also highlights the value of co-creation with customers and the need to balance risk in heavily regulated industries. Overall, Markus provides insights into the testing mindset and its application in building a successful business.

AI has made building cheap.

The cost of being wrong is still expensive.

I help organizations make better AI and growth investment decisions before committing major capital.

→ Book a Growth Strategy Call at Precoil.com/EMT

In this conversation, Janina Urbach from the Hansgrohe Group shares the story of how they developed a dog shower as a new product. 

The idea came from a customer interview and they validated the need through desk research and conversations with dog owners and groomers. 

They used pretotyping and 3D printing to test and iterate the product. 

They also used data to make decisions, including A/B testing and pre-sales. They learned from missteps, such as over-engineering the MVP, and applied their learnings to new projects. 

Janina recommends using customer profiles and value proposition canvases to manage experiments.

AI has made building cheap.

The cost of being wrong is still expensive.

I help organizations make better AI and growth investment decisions before committing major capital.

→ Book a Growth Strategy Call at Precoil.com/EMT

In this conversation, Dave Masters, Director of Product at Realtor.com, shares his insights on testing and experimentation in big companies. 

He discusses the need for testing and how to break out of the feature factory mindset. Dave shares a case study on how they tested a new product idea using customer interviews and concierge testing. 

He also talks about the value of using customer quotes in experiments and the differences between concierge and Wizard of Oz experiments. Dave provides tips for product managers in big companies who want to champion experimentation and shares his contact information for further discussion.

Guest Links
LinkedIn: https://www.linkedin.com/in/davemasters/
Website: https://www.realtor.com/

AI has made building cheap.

The cost of being wrong is still expensive.

I help organizations make better AI and growth investment decisions before committing major capital.

→ Book a Growth Strategy Call at Precoil.com/EMT

In this conversation, Chris Guest discusses the importance of understanding problem perception and the nuances of desirability testing. 

He shares insights from his experience with Topology Eyewear, where they tackled the problem of ill-fitting glasses. Chris explains the Problem Perception Spectrum and how it helped them position and communicate their solution. He also emphasizes the need to find early adopters who resonate with the problem and shares his favorite experiments, including a concierge MVP for Topology Eyewear. 

Chris Guest shares his experience setting up a pop-up store to test the desirability of a product. He explains how they controlled the experiment and measured interest and feedback from customers. The pop-up store was a success, leading to further scaling and growth. 

Chris also discusses the transition from desirability to feasibility and viability, and the importance of trust in the customer experience. He concludes by introducing his current work on traction design and the need to validate market opportunity early on in the startup process.

Guest Links
LinkedIn: https://www.linkedin.com/in/chrisguest/
Website: https://www.tractiondesigner.com/
The Problem Perception Spectrum: https://www.tractiondesigner.com/problem 
Traction Design Substack: https://tractiondesign.substack.com/ 
Traction Native: https://tractiondesign.substack.com/p/the-traction-native-startup-way

Mentioned Links
Topology: https://www.topologyeyewear.com/ 
Bryte: https://www.bryte.com/ 
Narrative: https://www.narrative.tech/