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ProductandService

Development

GabrielYoran

Co-FounderofSteganosandaka-aki

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Asweknow,

Thereareknownknowns.Therearethingsweknowweknow.

Wealsoknow

Thereareknownunknowns.

ThatistosayWeknowtherearesomethings

Wedonotknow.

Buttherearealsounknownunknowns,

Theoneswedon'tknow

Wedon'tknow.

DonaldRumsfeld

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Fromideatoproduct

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The„democraHc“approach

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„Let‘smakehidinginformaHonso

simplegrandmacoulddoit“

privacysoware3+millionusers

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ThesystemaHcapproach

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„IsthereanythingonmyPCthat

mademoresenseonthemobile?“

locaHonbasedsocialnetwork700,000members

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Butismyideagood?

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It‘snotgreatideasthatmake

greatentrepreneurs.

It‘sendurance.

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Buthowdoyouendure?

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„ThebestreasontostartanorganizaHon

istomakemeaning.Meaningisnotaboutmoney,fameorpower.Instead,

meaningisaboutmakingtheworlda

beUerplace,increasingthequalityoflife,righHngawrongandprevenHng

goodfromending.“

GuyKawasaki

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Evenifyoufail,atleastyou

faileddoingtherightthing.

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Designingyour

product

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Firstversionin1997:

Couldonlyhide1fileataHme!

Nofolders,noharddisks,no

nothing.

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Thepeoplenearby.

Inalist-nomaps.

Onlyonephotoperuser.

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Inthelightofanimminent

encrypHonban:„EncrypHonisjustnotenough,

hide

yourdata“James-Bond-likeX

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„seyourmobiletofindnewfriends“

Showsexypeoplediscoveringother

sexypeopleontheirmobile

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ThinkaboutretenHon.

serscomeforareason.Buttheymightstay

foranotherone.

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serscamebecausetheywanted

tohidedatainplainsight.

sersstaybecauseofharddisk

encryp<on&anonymoussurfing.

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serscamebecausetheywantedtomeetnewpeople.

sersstaybecausetheywanttostay

incontactwith(new)friends.

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Thinkofsaleschannelswhen

designingyourproduct

Whatdoyourresellers

need?

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Gengyour

productdone

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Getyourselfagood

technicalcofounder

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Concept->Development

Thinkitthrough.

Thenremove.

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Remove.Remove.Remove.

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Youmighthaveaperfect

product.

Ifyousurvive.

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Imagingabuilding

withperfectstaHcs

(themoment

everything‘sdone).Butnotduringthe

buildingprocess.Washingtonuskys

Stadiumcollapse1987

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YouhavenoIdeaofyourcustomers.

AndtheyareNOTalwaysright.

Sogetyourproductout!

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MoreHps:

DoA/BtestsTalktothedevelopers

Mul<plytheires<ma<onsx2.5Defineyourproductcategory

Don‘tannoyyourusers

Remove.Remove.Remove.

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Meaning

Simplicity

Speed

Endurance

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Thanks!

gabriel@yoran.comtwiNer:GabrielBerlin

aka-aki:gabriel.yoran

Montag, 6. Dezember 2010