Page 107 - AC/E's Digital Culture Annual Report 2015

AC/E Digital Culture Annual Report 2015107a position to be able to develop the mindset provided by Design and Lean Thinking, which we have pointed out throughout this article. We consider that the process can be summed up in three main iterative steps that are the basis of what we have called Lean Business:181. Generate• Identify the need or opportunity on the basis of interviews with six to ten users.• Build up an idea putting the focus ona single type of customer (developing new business ideas entails major strategic decisions).• Test the initial idea and reconceptualise on the basis of the test results.2. Validate• Design one or several business model(s) with which we can answer questions such as: What is our value proposition? Who is our user/customer? What are we going to do? Through what channels are we going to communicate with our customers? and so forth.• On the basis of the foregoing, select a model, initiate a process for validating our initial hypotheses with at least fifty interviewswith users (according to Steve Blank) to gather information and validate the starting assumptions.• On the basis of our findings, iterate with new approaches (minimum changes in thebusiness model) and/or if necessary pivot our business model (substantial change) until a perfect fit is achieved.3. Implement• Develop the product or service gradually, inspired by the philosophy of think big to make it small or specific.• Finally, restart the process in order to try and seek more users for our product that allow us to achieve a suitable initial profitability and plausible medium-/long-term scalability.Lean Business: from generating the business idea to its consolidation.Source: Thinkers Co.(Clockwise, from left)GenerateBusiness ideaValidateBusiness project ImplementPivot / Business itinerationIn short, in the current context, any sector – including culture – must undergo this reframing in order to have the possibility of innovating.Juan Gasca and Jose Manuel Jarque Muñoz