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The Right It: Why So Many Ideas Fail and How to Make Sure Yours Succeed, by Alberto Savoia
Ebook Download The Right It: Why So Many Ideas Fail and How to Make Sure Yours Succeed, by Alberto Savoia
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About the Author
ALBERTO SAVOIA is currently teaching and collaborating with Stanford University and continues to work with Google to create and lead courses and workshops. Prior to his tenure at Google, Alberto was Director of Software Research at Sun Microsystem where he played a key role in the development of Java technology and tools, and co-founder of two very innovative and influential startups in the area of software development & testing tools.One of the constants in Alberto's career has been his drive and passion for fostering and creating innovation in all of his endeavors. For this, he has won significant industry recognition and awards, including: The 2005 Wall Street Journal Technical Innovator Award, InfoWorld Top 25 CTOs Award, AlwaysOn Top Innovators Award (2004, 2005, 2006) and InfoWorld's Technology of the Year Award (2005, 2006).
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Product details
Hardcover: 272 pages
Publisher: HarperOne (February 26, 2019)
Language: English
ISBN-10: 0062884654
ISBN-13: 978-0062884657
Product Dimensions:
5.5 x 0.9 x 8.2 inches
Shipping Weight: 15.2 ounces (View shipping rates and policies)
Average Customer Review:
4.8 out of 5 stars
6 customer reviews
Amazon Best Sellers Rank:
#27,641 in Books (See Top 100 in Books)
I've been working with Alberto since 2016 and started a business shortly after to help customers find The Right It. The tools, techniques and tactics in this book are a shortcut to solving the great innovation challenge of our time -How do we move from innovation theatre to getting valid experiments out the door and into customers hands as fast and cheaply as possible to discover which ideas are the most valuable?How do we de-risk our innovation investments given the scale and pace of digital change?After working with enterprise clients, accelerators and scale-ups with Pretotyping at the core of the rapid experimentation approach, and running over 700 Pretotypes using these methods, I can not recommend The Right It strongly enough if you’re serious about getting results fast.A word of caution: These techniques are a mirror on what is really going on in your organisation and will quickly shine a light on innovation busyness vs actual experimentation and discovery.Jump in and find The Right It.
This books has formulas to help frame your thinking.MEH -> X%YZ -> xyz -> Pretotyping -> !OPD -> YODA (skin in the game ) -> (repeat )Translated, this says:1. Make a hypothesis about how your solution fits in the market.2. Then, guess at any numbers and say what percentage (X) of the target audience (Y) will buy your solution (Z)3. Now, xyz (lowercase) means: take action quickly and get some locally-sourced data4. !OPD ( the ! means not in programming terms ) so - don't ever use anybody else's data for this part of your thinking5. YODA ( use different 'pretotyping' tactics to get a potential customer to put some skin in the game and help you refine your approachThese formulas are taught with stories developed through Alberto's years of teaching Stanford students about his thinking informed through a life of both success and failure.The concepts seem simple. The anecdotes help you absorb them. Stories about SecondDay Sushi and how students simply printed some labels to add to existing products and the Walhüb infiltration of Ikea help you remember the tactics. The ideas seem simple. But, the process of getting into constant action is where the power lies.Because the vocabulary creates a framework, it would work really well if all the people on your problem-solving team were up to speed.If used correctly, you'll take more confident action. In action, you collect Your Own DAta and refine your hypothesis about how your solution is a match for the market.OPD - is other people's data. It's never useful to get you into action. At best, it's fluff used for the business plans of old - but there's no place for data you haven't personally gotten from a potential user of your product.Skin in the Game - people who say they'll buy your product should actually buy it. It's up to you to figure out how to get them to take an action that is more than just "say" they'll buy it.TL;DR If you want to get into action, this book will give you some tools to do so more confidently.
Despite new technologies, it’s not as easy as one might think. The Law of Market Failure suggests that 90% of new ideas will fail not long after they are launched. It doesn’t matter how promising the ideas are, how much work is put into them, or how well executed the launch is. Alberto Savoia, former Director of Engineering at Google has learned the truth of the Law of Market Failure first hand. He’s not delivering a foolproof system for launching a new idea in the market place. Rather, he tells readers that they must first decide whether their cherished idea is the “right idea†and whether or not this is the “right time†to put it center stage.Savoia has labeled the fear of failure at “failophobiaâ€. He says that while companies like Google tend to have a high tolerance for failure, their employess are likely to choose working on already established successes rather than risk failure by attempting to achieve innovation.“The Right It†is an idea that, if properly executed, will succeed in the market place. But how do you know if your idea is “The Right Itâ€? Well— it takes a whole book to share that information with readers. And while the book is filled with cutting-edge marketing science, Savoia’s style makes it understandable and useful to people who don’t regularly do business in Tech Speak. Learn how to determine if data is “freshâ€, how to “prime†customers, why “skin in the game†matters, how to pretotype before prototyping, and why it’s important to “Think globally, test locallyâ€.This “the right book†for anyone who wants to rock the world with a cutting edge idea. It’s a daunting task but it can be done. Savoia spells it out in realistic terms.(InannaWorks.com received a free copy of this book.)
I have worked with Alberto for many years and have used his material in my classes on innovation and entrepreneurship at Stanford. My students all agree that this is the most important material they have learned in school. This book brilliantly captures that content, focusing on how to design easy experiments to determine if you are working on a project that has a high likelihood of success. Alberto is passionate about this topic, having used these methods with hundreds of ventures, and seen the power of using "pretotyping" tools to evaluate ideas early to avoid expensive failures. If you are even considering starting a new venture, I highly recommend that you read this book first. I plan to use it in all my classes.
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