STOP TALKING AND START DOING
“If you want to sell a product, just make it. If you want to sell a service, just deliver it. If you want to create a company, just create one.” The opening words to the first chapter of Fail Fast or Win Big encapsulate author Bernhard Schroeder’s “just do it” philosophy. Entrepreneurs should stop planning and instead get into the market as quickly as possible. Schroeder, the Director of the Lavin Entrepreneurship Center at San Diego State University, is especially dismissive of business plans, “an anachronistic waste of time,” he writes. “However long you think it will take you to write a solid business plan, you have to double or triple that time and effort to include the myriad details and the research data you need to provide.”
While acknowledging some of the value of a business plan in terms of making entrepreneurs think about their markets or budgeting and cash flow, Schroeder argues that much of the research and scenarios developed in business plans become obsolete by the time the plan is finished. Markets move, and the only way to know what works is to be in the marketplace — not squirreled away creating projections. Once in the marketplace, you not only see what works, but you also make the corrections necessary to succeed.
To help entrepreneurs go “as fast as you need to go,” Schroeder offers in Fail Fast or Win Big a new “LeanModel Framework” composed of four elements:
- Lean Resources. “Lean resources” is a mentality of launching the company with the fewest resources possible. “Less is more,” Schroeder writes. “Look to get your company started in the leanest way possible by leveraging everything you can.” Today’s technology helps. It’s now possible to build a prototype for very little using 3-D printers; crowdfunding (to which Schroeder dedicates a full chapter) is a truly revolutionary way to get funding for any venture.
- Business Model. While rejecting the major writing project of a business plan, Schroeder urges entrepreneurs to “take the time to understand your marketplace, current trends and your target customer segment, then craft a business model that not only makes common sense but it makes money.”
- Rapid Prototyping. The core of Schroeder’s philosophy is to stop talking or planning and start doing, and doing means creating a product or service to sell in the marketplace. This product can be minimally viable — it is in essence a test product for sale. There are Internet tools, online platforms and new technologies that make rapid prototyping more feasible than ever before. There are even “rent by the hour” manufacturing and engineering facilities available. It all starts with a mentality, however, that is not only focused on speed but also focused on success, not failure. “Most people fear failure, and therefore they move too slowly when they should be creating a rapid prototype of their product or service,” Schroeder writes.
- Customer Truth. Speed to market is only a first step. The goal is to get to the market fast so that you can start to receive customer feedback as quickly as possible and make the necessary changes sooner rather than later.
Schroeder, who for several years led Amazon’s marketing efforts and has helped numerous small companies succeed in the marketplace, offers an inspirational guide designed for a world in which nothing is too fast — and failure is a positive sign of action.