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1. Make sure you are building the right it before you build it right

   • Natalia Parra A01229498
     • Pablo Díaz de León Hicks A01620118

2. CHAPTER ONE The Right It

   • What is this it I speak of?
     • It is something that does not exist yet, but you have been thinking about it and would like to – or have to – create it and bring it to life. It is something important to you. Ideally, it is something that you are deeply passionate about.
   • What’s so important about having ‘the right it’?
     • If you don’t have the right it then, by definition, you must have the wrong it.
       • Having the right it is essential. Most people or organizations don’t have unlimited time, energy or money to sustain a long string of slow and ex8 pensive failures caused by chasing wrong its.
   • Why do I keep writing ‘it’ in bold and italic?
     • Some of good acronyms and mnemonics for it are: • idea on the table • idea to test • innovation to try

3. CHAPTER TWO Pretotyping

   • A palm-sized digital device with four basic functions: a calendar, an address book, a to-do list and a sim- ple note taker. “an engineering marvel but a market failure” Predecessor of today’s smartphones Huge succes and tremendous impact
     • The Palm Pilot Experiment
   • Don’t fall in love with an idea and assume it will work out. Prototype and collect feedback
     • Fake It Before You Make It
   • Speech-to-text system Noisy environment Not suitable for confidential material Keep investing but not investing the whole company on it Keyboards=the right it
     • The IBM Speech-to-Text Experiment
   • “Testing the initial appeal and actual usage of a potential new product by simulating its core experi- ence with the smallest possible investment of time and money” “Make sure – as quickly and as cheaply as you can – that you are building the right it before you build it right”
     • Pretotyping Defined
   • It’s acceptable for a prototype to take months or years of development and cost millions of dollars. It’s definitely not acceptable for a pretotype to take that long or cost that much.
     • Pretotyping and Prototyping

4. CHAPTER THREE It Will Fail

   • Three Ways To Fail
     • • Do nothing with it • Go for it (productype it) • Give it a try (pretotype it)
   • The Law of Failure
     • Most new its will fail – even if they are flawlessly executed
   • ... Failure Is Not An Option
     • We can use The Law of Failure to our advantage. Inviting failure, hunting it down and getting it to show us its ugly face as soon as possible so we can determine if we are on the wrong track and make the necessary adjustments early on.
   • Thoughtland
     • Thoughtland is where every it begins life as a simple, pure, abstract idea. As they float about in Thoughtland, its attract opinions that stick to them, like barnacles to a ship.
   • The “Do Nothing” Scenario
     • Most its never leave Thoughtland. They remain forever in this limbo as unrealized ideas. This is the saddest form of failure.
     • The “Go For It” Scenario
       • The flip side and how positive opinions can get us to overcome it to wrong its.
     • Get It The Hell Out Of Thoughtland ASAP
   • Productyping is the way most new products are developed. Productyping is the reason why most failures are slow, painful and expensive failures.

5. CHAPTER FOUR Pretotype It

   • A Hodgepodge of Pretotyping Techniques
     • The Mechanical Turk – Replace complex and expensive computers or machines with human beings.
     • The Pinocchio – Build a non-functional, “lifeless”, version of the product.
     • The Minimum Viable Product (or Stripped Tease) – Create a functional version of it, but stripped down to its most basic functionality
     • The Provincial – Before launching world-wide, run a test on a very small sample.
     • The Fake Door – Create a fake “entry” for a product that doesn’t yet exist in any form.
     • The Pretend-to-Own – Before investing in buying whatever you need for your it, rent or borrow it first.
   • Ethical Considerations
     • Unless you are a borderline psychopath, some of these techniques may bother you from an ethical standpoint.