#leanbrandlab: hello, brand innovation

“Founders who fail to learn how to build a

passionate following miss out on the most

crucial element for their success – a

relationship based on shared value.”

© Jeremiah Gardner and Market By Numbers | All Rights Reserved

INTRODUCING, #LEANBRANDLAB#LeanBrandLab is the first brand innovation accelerator to bring the rigor of lean startup to the marketing black box of branding.

LAB is designed to help you make the leap from “theory” to “practice.” The intensive, hands-on approach is informed by our experience on the front lines of Lean Branding, Lean Startup, design thinking, customer development and startup innovation leadership. We literally wrote the book on it.

LAB is a unique mix of creative inspiration and scientific rigor. LAB teaches methods to build deep customer empathy, rapid experimentation and evidence-based decision making within your startup - at scale.


CREATIVE Design Thinking Mind Mapping

Ideation & Strategy Mood Boards

SCIENCE Lean Six Sigma

Growth Hacking Tactics CAC, M%-CAC,

LTV:CAC

LEAN BRAND

#LEANBRANDLAB is transforming the

way startups are building sustainable

relationships with their audience by

enabling the capability of teams to

harness disruptive innovation.


LAB: APPROACHLAB is focused on building your capabilities to learn fast, reduce risk, experiment often, and create value-based passionate relationships with a core group of customers.

This is not new jargon for old thinking, but a new approach to brand development designed to help you adapt in an evolving marketplace. Conventional branding simply doesn’t work where innovation is the intention.

LAB is designed as a hands-on, “learning by doing” experience focused on empowering your capabilities. You’ll experience first hand how to use lean branding to meet the challenges of connecting with an audience in today’s marketplace.

Whether just establishing your startup or trying to grow and scale, LAB can accelerate your progress and help empower your startup toward practicing real innovation in building a sustainable, passionate audience.



LAB: YOU’LL LEARN:

HOW TO INTERACT WITH CUSTOMERS IN REAL-TIME TO BUILD PASSION

HOW TO DESIGN AND RUN RAPID BRAND EXPERIMENTS

HOW TO USE EVIDENCE TO INFORM DECISIONS

HOW TO SHARE REAL RESULTS WITH INVESTORS, LEADERS, AND TEAM MEMBERS

CUSTDEV

LAB: CORE CURRICULUM

RAPID EXPERIMENTATION CONTINUOUS INNOVATIONLearn how to build customer empathy, interpret customer feedback, identify potential opportunities, and transition from customer insights to actionable experiments.

Learn the anatomy and mechanics of good experiment design, how to use state of the art tools, and how to make good decisions based on data.

Learn how to clearly establish measurable business impact for your brand, align this impact with customer behavior, and effectively build a passionate, scalable audience.

1. Customer Empathy: Know your customer better than they know themselves.

2. Capturing Insights: Recognize and extract real time insights.

3. Customer Development Basics: Tools and techniques for interacting with customers.

4. Interpreting Customer Feedback: Prioritizing feedback to make sense of what your customers are telling you.

5. Bold Ideas: Use insights to “break frame”, and go beyond incremental ideas.

1. Fundamentals of Experiment Design: Intent to Innovate, Hypothesis, Activity, Metrics, Iteration

2. Rapid Experiment Types: Landing page, Concierge, Wizard of Oz, Social, Judo, etc.

3. Experiment Traffic Strategies: Social media, SEM, personal networks, person on the street, and others.

4. “Closing the Loop”: Learn when to iterate, persevere, or pivot.

5. Experiment Map: Learn how to track your experiments over time using the Lean Experiment Map.

1. Value Stream: How to identify the “metrics that matter” for your brand.

2. Minimum Viable Brand: Use the MVB to identify what’s working and what isn’t.

3. Market Segmentation: Focus on the right market segments for continuous innovation.

4. Decision Making: Make your case based on minimal data, building confidence over time.

5. Innovation Capabilities: Identifying new opportunities based on customer development and rapid experimentation.


“#LeanBrandLab has transformed our approach completely. I'll never develop another product without using the lean brand methodology again.” - CEO & Founder at Zesty.io

“Jeremiah has the ability to deconstruct the issues and explain the path to better innovation and brand awareness than anyone that I have seen.” - Executive Director, Innovation at Ericsson

LAB: PARTICIPANTS

“Jeremiah and the team really know their stuff, and aren’t afraid to push you off a cliff and get you talking to your users. Our experience with #LeanBrandLab has helped us take a Lean approach to not just our branding, but everything we do.” - CEO at Kindoma


LAB: SCHEDULE LAB: OUTCOMESWALK AWAY WITH: • A new understanding of customer expectations, including surprising insights.• New insights into how to build a sustainable audience around your startup.• Determine the real opportunity for delivering value with a brand based on

evidence. • A deep understanding of lean brand innovation and how to apply it to daily

work. • Ability to use lean brand innovation tools and tactics to track progress and

inform leaders.

MORNING SESSION- The Basics: Innovation Spectrum, The Value

Stream, Hello, Lean Brand Innovation- How To Connect With Your Audience: CustDev

design, prep and strategy- Go! Get Outside The Building!!- Tool: Customer Empathy Zoom


AFTERNOON SESSION- The Anatomy of Experiment Design: Rapid

Experimentation Deep-dive- Tool: The Experiment Map - Design Your Experiment- Go! Run Your Experiment!!

CLOSING SESSION- “5 Why’s” (What worked, what didn’t?)- Evidence-based decision making- Continuous Innovation: How to Apply Lean

Brand in your Daily Work

(SAMPLE)

LAB: FOUNDER

JEREMIAH GARDNER Jeremiah Gardner helps organizations reframe the way they approach brand innovation, culture, and leadership. He is the author of the bestselling book, The Lean Brand, the first book to bring the rigor of lean startup principles to the marketing black box of branding. He is founder of #LeanBrandLab, co-founder of Market By Numbers Press and has been featured in several media outlets including Forbes, Entrepreneur Magazine, Lifehacker, The Guardian, Branding Magazine, and SayDaily.

LAB: ADVISORS

BRANT COOPER Brant Cooper helps organizations big and small innovate. He is the author of the New York Times Bestseller, The Lean Entrepreneur, and is a sought after speaker, startup advisor and mentor. He has over 16 years experience helping companies bring innovative products to market. His startup career includes Tumbleweed, Timestamp, WildPackets, inCode, and many others. He has experienced IPO, acquisition, rapid growth, and crushing failure. Brant is the Co-Founder of Moves the Needle Group, which has advised the innovation practices of such leading companies as Qualcomm, Intuit, Capital One, Pitney Bowes and 7-11.

LAURENCE McCAHILL Laurence McCahill is a man on a mission to bring more meaning to entrepreneurship. He’s the brains behind The Happy Startup School, a movement that is helping a new breed of entrepreneur to realize their dreams, those that place purpose and people before profits. His e-book ‘4 steps to a Happy Startup’ has helped to create a global movement and he recently curated and hosted Happy Startup Summercamp in London, bringing together some of the leading minds in happiness in business. He is co-founder of Spook Studio and has been featured in Wired, The Guardian, TechCrunch and The Next Web.


SCOTT HANCOCK Scott founded Risen Magazine, a lifestyle publication distributed nationally through major chains including Barnes & Noble, Walmart and Virgin Megastores. He also founded The Glue Network in 2008 to create cause marketing campaigns, products and events that connect individuals with brands to fund nonprofit projects with TOMS, Flexfit, Keep A Breast, and World Vision, to name a few — raising over $1M for different nonprofit projects around the globe.

LET’S GET IN TOUCH

“THE PATH TO THE

MOUNTAIN AHEAD OF

YOU IS NOT THE PATH

YOU TOOK TO THE

MOUNTAIN YOU

STAND ON.”

WEB:http://leanbrandlab.com

TWITTER:@JeremiahGardner@LeanBrandLab

RESOURCES:http://leanbrandbook.comhttp://jeremiahgardner.com

The best way to experience the impact of #LeanBrandLAB is to attend. We hold #LeanBrandLAB all over the world. See the current schedule at http://leanbrandlab.com. Want to use #LeanBrandLAB to jump start your team’s brand innovation capabilities? Get in touch to design and book your custom in-house LAB.

- Dave McClure


http://leanbrandlab.com

GREAT

BRANDS

CREATE PASSIONATE CUSTOMERS

#leanbrandlab: hello, brand innovation

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