Teams, die im Lean Startup Modus operieren, durchlaufen einen Lernzyklus. Die dafür gebauten Experimente (z. B. Landing-Pages, Prototypen, etc.) sind vorerst nur Mittel zum Zweck und noch nicht »das fertige Produkt«. Das angestrebte Ergebnis ist zunächst blinde Flecken in Daten-gestütztes, tatsächliches Wissen zu überführen.
Mit mehrfachem Durchlaufen des Loops und einer zunehmenden Wissenssättigung des Teams wird sich ein ausdifferenzierter Prototyp entwickeln, der landläufig MVP genannt wird.
Ein Lean Startup Team wird seine kritischen Annahmen in einer für klassische Industrieunternehmen kontra-intuitiven Reihenfolge abtesten: Anstatt erst das Produkt zu bauen, um dann Kunden zu finden und ein Geschäftsmodell, wird es zuerst testen, ob es Kunden gibt; dann ob diese genug Geld bezahlen würden, damit sich ein Business lohnt und dann erst prüfen, ob sie in der Lage sind sowohl Produkt als auch Geschäftsmodell zu bauen. Frei nach der Devise: „When they come — build it!“ Corporate Startup Teams müssen sich darüber hinaus noch fragen, ob die entdeckte Business-Opportunität auch zu Strategie und Portfolio ihres Unternehmens passen.
Der Vorteil dieser Arbeitsweise ist eine parallele Minimierung der wichtigsten drei Risiken, denen sich Produkt- und Geschäftsmodellneueinführungen immer stellen müssen: dem Marktrisiko, dem Geschäftsmodellrisiko und dem Technologierisiko.
Was das für Industrieunternehmen bedeutet
Marika Lulay (CEO, GFT) hat einmal so schön gesagt: „Entweder lernen Industrieunternehmen IT oder IT-Unternehmen lernen Industrie.” Wir sagen: neben all dem technologischen Wandel, dessen Notwendigkeit ja nun auch der letzte Nachzügler erkannt haben sollte, gehören vor allem die agilen Arbeitsweisen, die im IT-Umfeld über die Jahrzehnte kultiviert wurden, dazu. Und wie eingangs erwähnt hapert es dort noch gewaltig, da sich viele Unternehmen wenn überhaupt erst einmal nur halbherzig auf Scrum und ähnliche »Agile Delivery« Ansätze für bessere Projektsteuerung stürzen statt auf davor gelagerte immer parallel mitlaufende »Agile Discovery« Methodiken. Wir bei co:dify glauben dass der Lean Startup Ansatz ein wichtiger Puzzlestein für diesen Lernprozess zu mehr »digitaler Agilität« und zu wirksamerer »Business R&D« in der Industrie ist.
Wesentliche Vorteile, die wir sehen sind unter anderem:
- Es ist ein möglicher Weg, um Over-Engineering zu verhindern: weg vom Wasserfall, hin zu mehr Kundenorientierung.
- Die Wahrscheinlichkeit, Produkte und Dienstleistungen zu kreieren, die Nutzer und Kunden gleichermaßen wirklich wollen wird massiv erhöht, gerade auch im Rahmen der Digitalisierung von Geschäftsmodellen.
- Die Arbeitsweise fordert und fördert Selbstverantwortung und unternehmerisches Handeln der Mitarbeiter. In den »alten Industrien« ist dies einer der wenigen noch verfügbaren Wege Talent mit »digitaler Denke« an sich zu binden und somit seinen zukunftsfähigen Mitarbeiterstamm zu halten.
- Es fördert auch eine datengesteuerte Entscheidungskultur und nimmt somit Meinungen, Wunschdenken und vor allem Machtspiele und politische Entscheidungen aus Produkt- und Geschäftsmodellentwicklungsprozessen raus.
- Letzteres sorgt im besten Fall auch dafür, dass politische Innovation und auch Zombie-Projekte schneller erkannt und »gekillt« werden, weil Fortschritt fortlaufend, iterativ über sog. Innovation Accounting gemessen werden muss. Dies setzt zuvor gebundene Mittel frei, die in neue Innovationsvorhaben fließen können.
Die Liste könnte noch weiter und weiter gehen, aber ich will es hiermit belassen. Wir glauben, kaum ein Unternehmen kann es sich mehr leisten nicht-agile Produktentwicklung zu betreiben. Wer sich jetzt nicht mit diesen Ansätzen beschäftigt läuft Gefahr mehr und mehr an Wettbewerbs- und Zukunftsfähigkeit einzubüßen. Ich hoffe, dieser Artikel hat einen ersten kleinen Überblick geben können. Wer mehr Details über Lean Startup allgemein lernen möchte, dem empfehle ich unten stehende Literaturliste. Wer darüber hinaus praktisch und am eigenen Leib erfahren möchte, wie man den Ansatz auch im Kontext von Großunternehmen und der Industrie anwenden kann und wann Lean Startup auch eher nicht empfehlenswert ist, dem empfehle ich unsere co:dify Lernerfahrungen „Business Design Masterclass“ und „Lean Innovation Crash Course“. Ich stehe für Anfragen jederzeit gerne zur Verfügung.
Die besten Bücher zum Thema „Lean Startup“
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