Episode Summary:
In this episode, host Mark Jørgensen Chaudhry delves into the complexities of innovation with guest Tom Kerwin, an innovation and user experience consultant. Tom shares his expertise on navigating the nuanced challenges of creating and distributing innovative ideas, emphasizing why getting your idea “out there” can be significantly harder than building it. With insights from his work, including Innovation Tactics, Tom provides actionable advice for founders, internal entrepreneurs, and creatives.
What to Expect:
- Why second-time founders prioritize distribution over product.
- The “bounded applicability” of methods and why context matters.
- An introduction to Pivot Triggers and how to test ideas effectively.
- Real-world stories of innovation wins and missteps.
- The psychology behind sunk cost fallacy and how to avoid getting “pot committed.”
Key Takeaways:
- Innovation Defined:
Innovation isn’t just about creating something novel; it’s about changing behaviors. From remixing existing ideas to entirely new concepts, the goal is to connect with unmet needs and deliver value. - Testing Ideas Early:
Tom advocates for “hard test, easy life”—facing tough questions early to avoid investing in ideas that lack demand. Break down your product and distribution stories to identify weak points. - Pivot Triggers:
These predefined thresholds of success guide decision-making. They help teams know when to double down or pivot without falling prey to sunk cost bias. - Be the Algorithm:
Deliver your product’s value manually before automating. This approach uncovers hidden challenges and clarifies real customer needs. - Distribution over Product:
Many innovators struggle with marketing. Solve for distribution first to ensure your idea can reach its audience effectively.
Memorable Quotes:
- “First-time founders focus on product; second-time founders focus on distribution.” — Tom Kerwin
- “If you can’t get one monkey to juggle fire, don’t waste time building pedestals.” — Astro Teller
- “What we realize is getting your idea out there is probably an order of magnitude harder than building a product.” — Tom Kerwin
Resources Mentioned:
- Innovation Tactics Deck
- Just F’ing Ship by Amy Hoy
- “How Big Things Get Done” by Bent Flyvbjerg
Actionable Steps for Listeners:
- Use the Pivot Triggers tactic to set clear thresholds for your projects.
- Test your idea with real customers before investing heavily in development.
- Think of your product as a repeatable case study rather than a one-size-fits-all solution.
Connect with the Guest:
- Tom Kerwin’s Substack: https://triggerstrategy.substack.com/
- Tom’s Podcast: Trigger Strategy
- Tom’s company page: https://triggerstrategy.com/
- Tom on LinkedIn: https://www.linkedin.com/in/tomdkerwin/
Tune in and learn how to bring your innovative ideas to life while avoiding common pitfalls!
