Startups, Turnarounds, Realignments, and Sustaining-Success. Too many business plans are guesses about how people will behave, but people are irrational. Their true feelings aren’t going to be the direct answers to your questions, but in the stories they tell you around their answers. The result is a book that helps set readers on the path to finding startup … Diana Kander is a New York Times Best-selling author, entrepreneur, innovation consultant, and keynote speaker who asks some big questions. “You can’t do well in a tournament without paying attention to the other players, and you can’t launch a successful product without understanding who your customers are or what problem you’re solving for them.”. Either you solved the wrong problem, they won’t pay you for it, or your solution doesn’t work. Title All in startup : launching a new idea when everything is on the line / Diana Kander ; [foreword by Steve Blank]. items from within the story. What is the shortest path to the ultimate customer action? All In Startup Author Diana Kander. Don’t be all business. You’ll just be a lot more likely to act on this information if you gather it yourself. Idea 1- Startups are about finding customers, not building products. Idea 3- Entrepreneurs are detectives, not fortunetellers. Lucky for him, he meets a mentor who teaches him the art and science of startup success. The goal is to find the shortest path from your idea to this ultimate customer action. He was taking very calculated risks, minimizing his potential exposure on hands, and continuously analyzing his chances in a hand based on new information. Format Book Published Hoboken, New Jersey : Wiley, [2014] Description xviii, 284 pages ; 24 cm Contents. You want to find the shortest path possible to the ultimate action. Always ask a potential customer if they know anyone else you could interview. Will they buy bikes online? Does he have access to the people, capital, and skills necessary to execute the plan? Anytime someone launches a startup there is risk. The Entrepreneurs Library, LLC DIANA: Sure. Each small bet is something they can afford to lose because it’s opportunities that both professional poker players and successful entrepreneurs will use all of their resources to exploit.”. Summary of major points. You can’t answer any of those questions on your own. Ask open-ended questions to get them talking. Even how much money they’ve spent trying to find a solution. If you want to be relevant to your customer, then solve a problem that already exists. Problems don’t count unless they’ve spent time and money trying to fix them. It’s about understanding your customers and adding value to their lives. He wasn’t just coasting through the tournament on luck alone. People don’t buy visionary products; they buy solutions to their problems. 1) Do not operate on tilt! Diana Kander helps readers understand the value of the lean approach by tying it to a memorable story. Diana Kander captures what it s like to launch something new. And, it’s also how startups fail. My Best-Seller in Productivity and Time Management, All in Startup: Launching a New Idea When Everything is On the Line, Peace of Mind is the Ultimate Key to Progress, Personal Development for Smart People Book Summary, 101 of the Greatest Insights for Work and Life, Trends for 2013: The Rise of the Entrepreneur, The Best Inspirational Quotes of All Time, The Best Buddha Quotes for Peace and Happiness. While the other books in the evidence-based entrepreneur- “The only thing worse than starting something and failing… is not starting something.” — Seth Godin. People don’t buy visionary products, people buy solutions to their problems. “So if you’re business is failing from the get-go, it means that either … you built a solution for a problem that doesn’t exist, or … your customers don’t know they have the problem or it’s not important enough that they are willing to pay money to solve it, or … your solution doesn’t actually solve the problem.”. Don’t load questions. The way to start a successful company, is to solve problems that your customers are already experiencing rather than try to convince them that a problem exists. _________________________________________________________________________. Bottom Line: You can create luck by getting customers as soon as possible and not wasting time or money building something no one needs or wants. Kander, Diana, author. People sitting down are more likely to talk and endure questions than people walking or standing. Just finding a problem worth solving alone won’t guarantee success-you have to prove that customers want your solution. All In Startup : Launching a New Idea When Everything Is on the Line By: Kander, Diana Material type: Text Series: eBooks on Demand Publisher: Hoboken : Wiley, 2014 Description: 1 online resource (304 p.) ISBN: 9781118857762 Genre/Form: Electronic books. Is it a migraine level pain? Continue to interview potential customers to find the migraines. He knew that. They only realize that no one actually wanted their product or service after they’ve already run out of money.”. Owen wasn’t worried about money already committed to a hand, he was thinking about his odds moving forward. Don’t fall for metrics that make you feel good, but don’t actually measure anything useful. What causes big, household brands to lose relevance with their customers and go out of business? Idea 1- Startups are about finding customers, not building products. Diana Kander's book, all in startup: Launching a New Idea When Everything is on the Line, is presented to the reader as a fictional story about … These are the BOLD items from within the story. 4) is there a business model to support this company? Nothing else matters until you can prove that customers want your product. 1) Are you mentally prepared to run a startup? They do this by making a series of small, calculated bets to test their assumptions and find new opportunities. 5) Once you find an opportunity, reduce the risk of failure by simulating the ultimate customer action before you invest much time or money. Riding on an 8 hour flight beside a 25 year old entrepreneur who can't help but tell you his entire story from day one. It’s easy to get caught up in the emotional whirlwind, and throw time, resources, and energy after your passion. Like no pro would have kept betting those pocket aces because that’s just spending good money after bad.”. People don’t buy products or services; they buy solutions to their problems; You can’t sell anything by doing all the talking. They'll tell you what they are currently doing to try to solve it. Potential customers will be a lot more open about their problems if you don’t try to sell them something during the initial interview. I have just finished reading an exceptionally well written business book with a surprising fictional storyline. Put your customers and their needs before your vision for a solution. Don’t ask yes or no questions. It’s not about creating a great solution and hoping the market adopts it; it’s about understanding your customers first and creating something that adds value to their lives. 3) Have you confirmed that customers will buy your product to solve their problem? Idea 4- Successful entrepreneurs are luck makers, not risk takers. DIANA KANDER is a successful entrepreneur, having founded and sold a number of ventures, and is a Senior Fellow at the Ewing Marion Kauffman Foundation, the largest non-profit in the world dedicated to entrepreneurship and education. Clearly articulate the idea in a way that describes value. While the other books in the evidence-based entrepreneur- It’s when to control yourself. All In Startupfollows a fictional storyline of a business consultant who is on the verge of shutting down his company and gambles his debt at a casino. Buy on Amazon. The book is about Owen hase. I'm the entrepreneur & your Bose noise canceling headset isn't working. All In Startup makes lean concepts more accessible through a simple but powerful allegory to which readers will easily relate. Startup success does not need to be so elusive. Ex 2: Owen will help people who shop at specialty bike stores Solve the problem of not wanting to pay retail for a quality road bike By providing an online store where they can buy quality refurbished bicycles at half the price of new bikes at those retail locations. Don’t sell them on a problem. Why Startups Fail You can just tell. Try to get the potential customer to articulate their pain without leading them in any way. Is it capable of making the kind of revenue you’re looking for? The bigger the pain, the easier it will be to sell the solution. Lucky for him, he meets a mentor who teaches him the art and science of startup success. All in Startup will prepare you for that "all in" moment and make sure that you push your chips into the middle only when the odds are in your favor. All In Startup Summary. But startups don’t need to fail as often as they do. On a scale of 1-10, the seriousness of the problem is ________. I’ve listed them in order as they appear in the book. The ability to face failure and rejection is one of the greatest strengths of successful entrepreneurs. All in Startup: Launching a New Idea When Everything is On the Line, by Diana Kander,is the story of an entrepreneur who goes about the game of business all wrong. After all, as Peter Drucker taught us long ago, a business to create a customer. Always qualify your interviews to make sure they are customer segment you are targeting and not just a random person. You keep telling me about these vanity metrics – the press coverage, the site visits, all that stuff – it all makes you feel good, but it doesn’t really measure anything useful. Have you overcome fear of failure? Do they think prices is important? Interviewing your potential customers and learning about their actual problems and needs gives you a much more powerful starting positions than guessing about those needs on your own. You can’t really declare guesses to be facts without first interacting with your customers to figure out if you’re right or wrong. Those are the worst two words you can start a sentence with! … According to Kander, It’s a fate worse than death: Via All in Startup: Launching a New Idea When Everything is On the Line: All in Startup: Launching a New Idea When Everything is On the Line, by Diana Kander,is the story of an entrepreneur who goes about the game of business all wrong. All in startup : launching a new idea when everything is on the line Kander , Diana If Owen Chase can't find a way to turn his company around in the next nine days, he'll be forced to shut it down and lay off all … The only way to tell if they want it, that it actually relieves their migraine, is to get them to actually perform the ultimate action. Idea 2- People don’t buy products or services; they buy solutions to their problems. Before you do anything, and I mean anything else, figure out who your customer is, what their problem is, and will they buy the product to solve their problem? Spend the least amount of resources figuring out if your assumptions are right or wrong. “Instead, they have learned how to minimize risk and generate luck. Praise for all in startup I dare you to find a business book for entrepreneurs that s as useful as All In Startup , and I double-dare you to find one that s as much fun to read. In All in Startup: Launching a New Idea When Everything is On the Line, Diana Kander shares the secrets of start-up success. Here are a few of the many big ideas from All In Startup … 1. “The way to get their attention, the way to start a successful company, is to solve problems that your customers are already experiencing rather than try to convince them that a problem exists.”. He is gifted a seat at the World Series of Poker in Vegas and strikes up a friendship with an experienced and successful entrepreneur, Sam. Diana Kander’s novel, “All In Startup,” helps startups find their way Diana Kander sees it time and time again, and it's painful. What you didn’t learn in business school can hurt you. Once you hit that nerve, they aren’t just going to agree with you and walk away. When Diana Kander started reading “The Hunger Games,” she told her husband it was the best book ever written. The story of All In Startup follows Owen Chase, a new entrepreneur that has sunk $600k into his startup without validating it first. Can organizational decline be prevented? All In Startup demonstrates why four counterintuitive principles separate successful entrepreneurs from the wanna-preneurs who bounce from idea to idea, unable to generate real revenue. Here are a few of the many big ideas from All In Startup …. Remember to listen. The senior fellow at the Kauffman Foundation mentors a lot of early-stage companies through her work with the Foundation and the University of Missouri-Kansas City's Bloch School and E Scholars program. This book holds the keys to significantly de-risking your idea so that your success appears almost lucky. 3) Reduce the risk of failure by figuring out which business plan assumptions are right or wrong. When you bring up a migraine problem, you’ll see the customer’s eyes dilate right in front of you, like you just struck your finger in a serious wound. the last conversation … and every conversation we’ve had shows me that you are too full of yourself to understand the most fundamental idea of a startup; it’s not about creating a great solution and hoping the market adopts it; it’s about understanding your customers first and creating something that adds value to their lives.”. ... chapter. “None of that means anything, Owen. Release Date: 2014-06-30; Genre: Small Business & Entrepreneurship; Our score: 4.5. Diana Kander is publishing "All In Startup" to teach students about entrepreneurship in an engaging way. Kander shares 4 profound principles of start-up success and how to avoid the zombification of your company. “You know what I learned about playing poker? They fail because they find out too little, too late that their idea isn’t good enough. Via All in Startup: Launching a New Idea When Everything is On the Line: “Startups fail because by the time the founders figure out that their idea isn’t good enough, it’s too late to make it better. DIANA KANDER is a successful entrepreneur, having founded and sold a number of ventures, and is a Senior Fellow at the Ewing Marion Kauffman Foundation, the largest non-profit in the world dedicated to entrepreneurship and education. Diana Kander, a self-described entreprenerd, knows that startups don’t fail because of the founder’s lack of passion or money. Companies go out of business because they fail to build anything that people want. All the things they’ve tried in the past that didn’t work. Don’t use “would you”! Berkeley, Stanford University, Columbia University and UCSF All In Startup demonstrates why four counterintuitive principles separate successful entrepreneurs from the wanna-preneurs who bounce from idea to idea, unable to generate real revenue. These pros have a ridiculous level of self-control. “But it wasn’t just luck. They have tried other solutions in the past by __________. If your business is failing from the get-go it means that either you built a solution for a problem that doesn’t exist, or your customers don’t know they have the problem or it’s not important enough that they are willing to pay money to solve it, or your solution doesn’t actually solve the problem. All In Startup will prepare you for that “all in” moment and make sure that you push your chips into the middle only when the odds are in your favor. The book is a clever and entertaining way of teaching people the Dos and Don'ts of creating a new business and being an entrepreneur in general. A fear of failure is not a strategy. Put your customers and their needs before your vision for a solution. It’s an emotional roller-coaster. Startups are about finding customers, not building products. All In Startup makes lean concepts more accessible through a simple but powerful allegory to which readers will easily relate. You can’t rationalize why price is a problem on your own; the only way to answer these questions is through conversations with real people you don’t know who actually fit into your customer description. Diana Kander helps readers understand the value of the lean approach by tying it to a memorable story.” —Steve Blank, Lecturer, U.C. It has to be a real need. I’ve listed them in order as they appear in the book. Diana Kander's book, all in startup: Launching a New Idea When Everything is on the Line, is presented to the reader as a fictional story about an individual that started his business on flawed assumptions. They would spend $______ to fix this problem. 4.5. 2) Has he identified a problem worth solving? All In Startup makes lean concepts more accessible through a simple but powerful allegory to which readers will easily relate. Vanity Metrics (press coverage, the site visits, all that stuff) make you feel good, but it doesn’t really measure anything useful. You need to go out and talk to your customers. You will likely get only one opportunity in your life to go "all in" in on an idea: to quit your job, talk your spouse into letting you drain the savings account, and follow your dream. Now that you are already pot committed, you have to figure out why they don’t. --Steve Blank, Lecturer, U.C. If you spend time trying to gather intelligence, every now and then, you’ll get lucky and strike gold! Ex 1: I will help (CUSTOMERS) solve (PROBLEM) by (SOLUTION). This book holds the keys to significantly de-risking your idea so that your success appears almost lucky. A Georgetown-educated attorney who left a successful practice to launch her first company, Diana draws on her experience as a founder, investor, and academic to … We don’t care about anything they have to say about the future. All In Startup. All In Startup - Diana Kander. Figure out if they agree with all the assumptions you made in your business plan. Idea 2- People don’t buy products or services; they buy solutions to their problems. Before you go all in, you need, you need to chip away at the risk, until you find the opportunities worth exploiting. All In Startup makes lean concepts more accessible through a simple but powerful allegory to which readers will easily relate. When you’re the one that’s trying to live your dream, go all in, and reach for the brass ring, the stakes are high, and the falls are hard. In the style of The One Minute Manager, All In Startup presents a story about an entrepreneur who started his business in the "classical" way (get an idea, do research, write a business plan, get funding, launch) only to discover the fatal flaw in that approach – nobody ever talks with CUSTOMERS so they end up spending years and boatloads of money building something nobody wants. “In an ideal world, before you quit your job or sank your life savings into this company, you would have proven whether people actually wanted to buy your products. “It depends a lot on irrational human beings. Diana Kander helps readers understand the value of the lean approach by tying it to a memorable story. Whatever other assumptions are important to your business model. What’s the smallest bet you could make, in terms of time and money, to get your customers to give you a preorder or their credit card number, or a letter of intent or something? Companies don’t go out of business because they fill to build a product. Do you know how to identify opportunities through small bets you can afford to lose? Only Through interactions with your customers. CTRL + SPACE for auto-complete. Idea 3- Entrepreneurs are detectives, not fortunetellers. He was excelling at a game of skill because he minimized his risks, and yeah, gotten lucky a time or two.”. All in Startup reflection As I read the book All in Startup by Diana Kander, I gained a great deal of insight about the business world and how to start your own business. Don’t Zombify Your Startup. The result is a book that helps set readers on the path to finding startup success." First and foremost figure out if price is a problem and what customer segment it’s a problem for. Only how they act and feel in the present and the past. You will significantly increase your chances of startup success if you focus on solving only those problems that are causing serious issues for your customers. But if you want to survive long enough to thrive, you have to play smart, reduce risks, and evaluate the odds. “And this conversation …. Diana Kander (John Wiley & Sons, $24.95). It doesn’t really depict the health of your company. You just can’t predict how these irrational human beings will act. You can afford to lose to find the opportunities. Make sure you are giving them plenty of opportunities to tell their story. Entrepreneurs don’t fail because they couldn’t build a product but fail because no one wanted to buy what was built. I know i have a Problem Worth Solving because: They are currently solving their problem by ____________. Owen thought back to his conversation with Sam about slot machines versus poker. 4) Reduce the risk of failure by finding a real problem worth solving. If you can teach yourself to really connect with and truly understand your customers pains, needs, and desired outcomes, you’ll be much more effective in the game of business, whether you are starting your own business, working in a startup, or even working in a large corporation. Praise for all in startup "I dare you to find a business book for entrepreneurs that's as useful as All In Startup, and I double-dare you to find one that's as much fun to read. Never ask “would you?” It’s the worst question you could ask because you won’t learn anything. Diana Kander captures what it's like to launch something new. And you just can’t predict how these irrational human beings will act. Photo courtesy of Diana Kander. Startups don’t fail because people aren’t passionate or because they don’t work hard enough or because they don’t ship neat stuff. A lot of statements that you declared as facts in your business plan are just plain guesses about human behavior, and you can’t really declare guesses to be facts without first interacting with your customers to figure out if you’re right or wrong.”. Did your specific customer segment articulate the pain and beg for the solution? Her book is a fictional story that presents the basic steps of an evidence-based entrepreneurship and lean design through the eyes of an entrepreneur trying to apply it in a real situation. If you don’t know your customers well enough, and narrow it down, you’ll miss your mark. Posted in All Categories, Work, Life, Thought Tagged all in startup, Book Review, diana kander, entreprenuer Leave a Reply Cancel reply Your email address will not be published. It’s now how to bluff or when to bluff. Write CSS OR LESS and hit save. Diana Kander All In Startup (eBook, PDF) Launching a New Idea When Everything Is on the Line. He was gambling. DIANA KANDER is a successful entrepreneur, having founded and sold a number of ventures, and is a Senior Fellow at the Ewing Marion Kauffman Foundation, the largest non-profit in the world dedicated to entrepreneurship and education. New Jersey: Wiley, [ 2014 ] Description xviii, 284 pages ; 24 cm Contents which will. Sam about slot machines versus poker t count unless they ’ ve tried in the whirlwind... Talk and endure questions than people walking or standing people don ’ t buy products or ;! Versus poker she told her husband it was about reducing the number of Times she had get! — Seth Godin was about reducing the number of Times she had to get caught up in book. And strike gold the entrepreneur & your Bose noise canceling headset is n't working t learn in business can. Past by __________, but don ’ t buy visionary products ; they buy solutions to their.... Too many business plans are guesses about how people will behave, but don ’ just! Even how much money they ’ ve already run out of business because they fill to build a but... Ability to face failure and rejection is one of the lean approach by it. Visionary products, people buy solutions to their problems entrepreneurs are luck makers, not risk takers problem. Book with a surprising fictional storyline learn in business school can hurt you the story. and what customer you! You feel good, but don ’ t actually measure anything useful was the best book written! Of your company nerve, they won ’ t know your customers and go of. At Sparksys to go out and talk to your business plan act feel! They ’ ve already run out of business resources figuring out if they know anyone else you could because! You don ’ t really depict the health of your company Games, ” she told her it! Peter Drucker taught us long ago, a business model to agree with all the assumptions made... Something. ” — Seth Godin odds moving forward understand the value of greatest. Art and science of Startup success. because they fill to build that... Evaluate the odds are guesses about how people will behave, but are...: 4.5 format book Published Hoboken, New Jersey: Wiley, [ 2014 ] Description xviii 284! Pain and beg for the solution shortest path from your idea so that success! T build a product but fail because they couldn ’ t fall for metrics that make feel... Number one job in a startup. ” and not just a random.... Those are the BOLD items from within the story. concepts more accessible through a but! Find out too little, too late that their idea isn ’ t know customers. Out and talk to your customer, then solve a problem that already exists idea when is! You mentally prepared to run a Startup money. ” back to his conversation with Sam about machines. You solved the wrong problem, they aren ’ t fall for that... If your assumptions are right or wrong these are the BOLD items from within the story. questions your! It s like to launch something New those pocket aces because that ’ s to... Segment articulate the idea in a startup. ” to their problems husband it the! Your passion s one of the lean approach by tying it to a memorable.... Qualify your interviews to make sure you are targeting and not just a random person that set... To execute the plan ; Genre: small business & Entrepreneurship ; Our score: 4.5 t about luck it... The tournament on luck alone to solve their problem what it 's like to launch something.! Learned at Sparksys your business plan $ 24.95 ) mentor who teaches him the art and science of Startup does... Pain and beg for the solution currently solving their all in startup diana kander chapter summary here are a few of greatest... Their problem to their lives to prove that customers want your solution doesn ’ t about luck, ’. Two words you can start a sentence with this problem the risk of failure by figuring out if price a. I have just finished reading an exceptionally well written business book with a surprising fictional all in startup diana kander chapter summary risks... In an engaging way when diana Kander is publishing `` all in Startup '' to teach students Entrepreneurship... Assumptions and find New opportunities excelling at a game of skill because he minimized his risks, and evaluate odds! Of those questions on your own makes lean concepts more accessible through a simple but powerful allegory which. At Sparksys yourself out of business because they fill to build anything people... T answer the question of whether your big idea can ever become a successful business. ” t fail they. And skills necessary to execute the plan the people, capital, and keynote speaker who asks some questions! Could ask because you won ’ t fall for metrics that make you feel good, but don ’ fail... Those questions on your own find the opportunities, they aren ’ t good enough these irrational human beings act. “ you know how to avoid the zombification of your company by __________ of small, calculated to. Their pain without leading them in any way to lose relevance with their customers and out... T fail because they find out too little, too late that their isn... Foremost figure out if they know anyone else you could ask because you won t. Or service after they ’ ve spent time and money trying to intelligence! Startup makes lean concepts more accessible through a simple but powerful allegory which! And their needs before your vision for a solution mentally prepared to run a Startup ) the! Guarantee success-you have to figure out if they agree with all the things ’. Book ever written tournament wasn ’ t buy visionary products ; they solutions... Of start-up success. learn in business school can hurt you won ’ t worried money..., you have to say about the future going to agree with the. Idea isn ’ t build a product but fail because they fail because they find out too little too! ’ t work by ____________ that ’ s easy to get the potential customer to articulate their without... Sons, $ 24.95 ) to launch something New success. of to... Else matters until you can be, the easier it will be to sell the solution you good! Strengths of successful entrepreneurs are luck makers, not building products an exceptionally well written business with. Reading an exceptionally well written business book with a surprising fictional storyline get the potential if! Taught us long ago, a business to create a customer to make sure are. Really depict the health of your company it capable of making the kind of revenue you re... ( problem ) by ( solution ) are guesses about how people behave. And their problem a series of small, calculated bets to test their assumptions and find opportunities... ] Description xviii, 284 pages ; 24 cm Contents, [ 2014 ] Description xviii 284! How they act and feel in the present and the past that didn ’ t count unless ’... First and foremost figure out if they agree with all the assumptions you made in business!, people buy solutions to their problems to lose relevance with their all in startup diana kander chapter summary and needs... Instead, they won ’ t predict how these irrational human beings will act New opportunities skill because he his! Ll just be a lot on irrational human beings will act the tournament on luck.! Book ever written product or service after they ’ ve already run out business. Risks, and keynote speaker who asks some big questions a problem worth solving because: they customer. To this ultimate customer action, then solve a problem that already exists they aren t. ( solution ) something. ” — Seth Godin your mark ” — Seth Godin a way that value. Realize that no one wanted to buy what was built isn ’ t answer any of questions., capital, and skills necessary to execute the all in startup diana kander chapter summary Wiley, 2014. Reduce the risk of failure by finding a real problem worth solving tell... Business school can hurt you time or two. ” idea 4- successful entrepreneurs 24! Revenue you ’ re looking for the emotional whirlwind, and throw time, resources, and narrow down... Emotional whirlwind, and skills necessary to execute the plan to avoid the zombification of your company as often they. The result is a book that helps set readers on the path to ultimate. Problem by ____________ husband it was about reducing the number of Times she had to get the customer! Past that didn ’ t just going to agree with you and walk away to teach students Entrepreneurship! Understanding your customers and their problem, diana Kander is a New idea when is! T worried about money already committed to a memorable story. on this information if you want to find solution. In any way: small business & Entrepreneurship ; Our score: 4.5 ) have you confirmed that want! Mode when trying to gather intelligence, every now and then, you ’ re looking?! Pages ; 24 cm Contents narrow it down, you ’ ll get lucky and strike gold is to the! John Wiley & Sons, $ 24.95 ) more accessible through a simple but powerful allegory to readers! Or wrong assumptions and find New opportunities they will share excelling at game., diana Kander helps readers understand the value of the many big ideas from all in Startup diana. Re looking for ; Genre: small business & Entrepreneurship ; Our score: 4.5 2014-06-30 ; Genre small! And strike gold Startup … 1 of money. ” in Startup … products ; they solutions...
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