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Readability - 01/01/13

In an Information Week column Wednesday, Tony Byrne argued small data beat big data in the presidential election.
Readability - 01/01/13 - - Your Highlight Location 984-986 | Added on Friday, 17 May 13 10:14:06
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the Customer Development model may sound like a new idea for entrepreneurs, it shares many features with a U.S. war fighting strategy known as the ?OODA Loop? articulated by John Boyd and adopted by the U.S. armed forces in both Gulf Wars ? and by others.
Readability - 01/01/13 - - Your Highlight Location 761-765 | Added on Friday, 17 May 13 10:08:05
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The company doesn?t build its non-product development teams (sales, marketing, business development) until it has proof in hand (a tested sales road map and valid purchase orders) that it has a business worth building. Once that proof is obtained, the company can go through the last two steps of Customer Creation and Company Building to capitalize on the opportunity it has found and validated.
Readability - 01/01/13 - - Your Highlight Location 755-758 | Added on Friday, 17 May 13 10:01:55
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The Customer Development process keeps a startup at a low cash burn rate until the company has validated its business model by finding paying customers. In the first two steps of Customer Development, even an infinite amount of cash is useless because it can only obscure whether you have found a market. (Having raised lots of money tempts you to give products away, steeply discount to buy early business, etc., all while saying ?we?ll make it up later.?  It rarely happens that way.)
Readability - 01/01/13 - - Your Highlight Location 750-754 | Added on Friday, 17 May 13 10:01:21
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Customer Validation is a key checkpoint in understanding whether you have a product that customers want to buy and a road map of how to sell it. If you can?t find enough paying customers in the Customer Validation step, the model returns you to Customer Discovery to rediscover what you failed to hear or understand the first time through the loop.
Readability - 01/01/13 - - Your Highlight Location 747-750 | Added on Friday, 17 May 13 10:01:01
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Unlike product development, finding the right customers and market is unpredictable, and we will screw it up several times before we get it right.?
Readability - 01/01/13 - - Your Highlight Location 738-739 | Added on Friday, 17 May 13 09:59:20
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Integral to the Customer Development model is the notion that Market Type choices affect the way the company will deploy its sales, marketing and financial resources. Market Type changes how you evaluate customer needs, customer adoption rate, how the customer understands his needs and how you should position the product to the customer, etc.
Readability - 01/01/13 - - Your Highlight Location 731-734 | Added on Friday, 17 May 13 09:59:02
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the Four Steps of Customer Development are designed to help entrepreneurs leverage the chaos and turn it into actionable data; Customer Discovery focuses on testing hypotheses and understanding customer problems and needs ? in front of customers ? by the founders Customer Validation is where you develop a sales model that can be replicated and scaled Customer Creation is creating and driving end user demand to scale sales Company Building transitions the organization from one designed for learning and discovery to a well-oiled machine engineered for execution.
Readability - 01/01/13 - - Your Highlight Location 726-731 | Added on Friday, 17 May 13 09:58:38
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The Customer Development model is not a replacement for the Product Development model, but rather a companion to it.  As its name should communicate, the Customer Development model focuses on developing customers for the product or service your startup is building.
Readability - 01/01/13 - - Your Highlight Location 722-724 | Added on Friday, 17 May 13 09:58:24
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The Customer Development Model Customer Development is designed to solve the problems of the Product Development model I described in the four previous posts.  Its strength is its rigor and flexibility.
Readability - 01/01/13 - - Your Highlight Location 716-719 | Added on Friday, 17 May 13 09:57:26
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Most startups lack a process for discovering their markets, locating their first customers, validating their assumptions, and growing their business. A few successful ones do all these things. The difference is that the ones that succeed invent a Customer Development model. This post describes such a model.
Readability - 01/01/13 - - Your Highlight Location 714-716 | Added on Friday, 17 May 13 09:57:18
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The first four posts of the Customer Development Manifesto described the failures of the Product Development model. This post describes a solution ? the Customer Development Model. In future posts I?ll describe how Eric Ries and the Lean Startup concept provide the equivalent model for product development activities inside the building and neatly integrates customer and agile development.
Readability - 01/01/13 - - Your Highlight Location 709-714 | Added on Friday, 17 May 13 09:57:01
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Steve Jobs/Apple?s innovation process can largely be explained, simulated, and/or anticipated using four main tools: #1: The 2 Customer Greatness Questions #2: The One-Page Customer Plan #3: Steve Jobs? Law for Customer Ecosystem Innovation #4: Periodic Table and Jigsaw Puzzle for an Ecosystem For an illustration of these tools in the context of Apple, please see the following presentation: http://www.slideshare.net/RodKing/apple-one-page-customer-plan-dr-r...
Readability - 01/01/13 - - Your Highlight Location 695-699 | Added on Friday, 17 May 13 09:56:32
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In August, Obama decided to answer questions on the social news website Reddit, which many of the President?s senior aides did not know about. ?Why did we put Barack Obama on Reddit?? an official asked rhetorically. ?Because a whole bunch of our turnout targets were on Reddit.?
Readability - 01/01/13 - - Your Highlight Location 617-619 | Added on Friday, 17 May 13 09:45:33
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On TV we were able to buy 14% more efficiently ? to make sure we were talking to our persuadable voters,?
Readability - 01/01/13 - - Your Highlight Location 615-616 | Added on Friday, 17 May 13 09:45:15
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Data helped drive the campaign?s ad buying too. Rather than rely on outside media consultants to decide where ads should run, Messina based his purchases on the massive internal data sets. ?We were able to put our target voters through some really complicated modeling, to say, O.K., if Miami-Dade women under 35 are the targets, [here is] how to reach them,? said one official. As a result, the campaign bought ads to air during unconventional programming, like Sons of Anarchy, The Walking Dead and Don?t Trust the B?- in Apt. 23, skirting the traditional route of buying ads next to local news programming.
Readability - 01/01/13 - - Your Highlight Location 610-614 | Added on Friday, 17 May 13 09:44:55
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first-ever attempt at using Facebook on a mass scale to replicate the door-knocking efforts of field organizers. In the final weeks of the campaign, people who had downloaded an app were sent messages with pictures of their friends in swing states. They were told to click a button to automatically urge those targeted voters to take certain actions, such as registering to vote, voting early or getting to the polls. The campaign found that roughly 1 in 5 people contacted by a Facebook pal acted on the request, in large part because the message came from someone they knew.
Readability - 01/01/13 - - Your Highlight Location 606-610 | Added on Friday, 17 May 13 09:43:37
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We ran the election 66,000 times every night,? said a senior official, describing the computer simulations the campaign ran to figure out Obama?s odds of winning each swing state. ?And every morning we got the spit-out ? here are your chances of winning these states. And that is how we allocated resources.?
Readability - 01/01/13 - - Your Highlight Location 603-606 | Added on Friday, 17 May 13 09:43:08
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most of the Ohioans in motion were not Obama backers but likely Romney supporters whom Romney had lost because of his September blunders.
Readability - 01/01/13 - - Your Highlight Location 601-602 | Added on Friday, 17 May 13 09:42:26
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The magic tricks that opened wallets were then repurposed to turn out votes. The analytics team used four streams of polling data to build a detailed picture of voters in key states. In the past month, said one official, the analytics team had polling data from about 29,000 people in Ohio alone ? a whopping sample that composed nearly half of 1% of all voters there ? allowing for deep dives into exactly where each demographic and regional group was trending at any given moment. This was a huge advantage: when polls started to slip after the first debate, they could check to see which voters were changing sides and which were not.
Readability - 01/01/13 - - Your Highlight Location 596-601 | Added on Friday, 17 May 13 09:41:22
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