Guest Lecturer - Gideon Simons: Ideation

Ideas are cheap: it is free to dream
Corporate way of ideation
- Emphasise (with target users - monetary/ emotionally) → Frame (the problem) → Ideate (solutions)
Startup way of ideation
- explore a space → fill a gap → ideate
Being prepared to pivot your idea is more important than having a good idea
Sometimes copy pasting and localising is also a good idea!
- perspective: the reason why uber had to exit from SG was because they couldn’t localise well. Coming frm the US, uber prioritised customer service - drivers did not have the option to reject rides. This business model did not work well.
Small change can make a big difference if you understand your customers well:
- Amazon’s $300 million dollar button → allow users to checkout first before creating an account
Try table-top business plan projection sheet
- Do a conservative one, followed by a worst case scenario
We are supposed to fall in love with the problem, not the solution!

User-centric: Design-thinking framework

Problem-centric: Double Diamond

Idea-centric: Build-Measure-Learn

It is harsh for startups: Either you 2x the revenue or you are out.

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