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The User Method: How Entrepreneurs Create Successful Innovations, by Jeff Schwarting
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Forget everything you've learned about creating new businesses. Forget market research. Forget customer interviews. Forget everything business schools teach. Forget about "finding pains in the market," or gaining user empathy, or validating hypotheses.
Wrong, wrong, wrong.
Without doing any of that, Mark Zuckerberg launched Facebook and had 75% of the Harvard student body join in less than one month; Dropbox wound up with 1 million users and a hockey-stick growth curve seven months after launch; the founder of Spanx went from selling fax machines door-to-door to becoming the world's youngest self-made female billionaire in just over ten years.
But if their success wasn't the result of traditional tactics, how did they do it? Dumb luck? Genius intellect? Magic?
Despite what you were taught in business school and the enticing maxims of the latest "five ways to innovate" articles, the reality is that 50-80% of successful innovations are created by people who simply made something they wanted to use. Then they showed it to other people.
This model accounts for an astounding portion of the world's successful innovations, including the nineteen user method cases:
- Apple
- Facebook
- Ford
- Uber
- GoPro
- Dropbox
- Porsche
- Instagram
- Airbnb
- YouTube
- Spanx
- Qualtrics
- Sunrider
- Patagonia
- Basecamp
- Pebble
Built on hundreds of hours of research and thousands of data points, The User Method tells the astoundingly simple stories of how the founders identified massive opportunities, created phenomenal products, and grew iconically successful businesses, and draws out patterns to form straightforward, replicable principles for innovation and entrepreneurship.
- Sales Rank: #1001342 in eBooks
- Published on: 2015-10-26
- Released on: 2015-10-26
- Format: Kindle eBook
Most helpful customer reviews
5 of 5 people found the following review helpful.
This book is punchy, to the point, at ...
By Amazon Customer
This book is punchy, to the point, at times delightfully personal, and full of page-turning mini-cases from well-known and successful innovators. This book is well worth the inspiration and ideas it imparts. I plan to use it in the innovation and entrepreneurship courses I teach.
3 of 3 people found the following review helpful.
This is what people should be talking about in the startup world.
By Amazon Customer
WELL DONE! This is what people should be talking about in the startup world.
I loved this book. It got better and better. I was excited to see what insights I could draw next. The stories drew me in and I felt like I was really learning form the experiences of famous founders at companies like GoPro, DropBox, Spanx, Uber, and surprisingly Ford even. I was totally engrossed. It was an experience.
So grateful this book used so many cool examples and didn't just dive into meaningless discussion about stupid meta ideas like Innovation Accounting (I hate The Lean Start Up, such a dumb book).
Founders used to seem like untouchable magical visionaries who saw the future. But it makes more sense that they searched for something they wanted, like a camera to take surfing. Then finally decided to make one for themselves after they couldn't find it anywhere. From the get-go these founders were experts on their products. They knew from personal experience what these products needed to be.
And it is so much simpler. You don't have to go out and interview people to find their "pain points" (barf). Steve Jobs said it himself. People don't know what they want when you ask them.
You make a product you really want because you can't find it anywhere. You make it good because why would you want to use something crappy. And then at the least you made your life better. And chances are so high that other people will see what you made and want it too!
The rock climbing company guy making himself better equipment! Sooooo cool. Steve Wozniak wanting a personal computer his whole life. Ferry Porsche wanting a light weight car that handled well. This book is all I want to talk about!
oh! and P.S. I loved the personal stories. You have some guts meeting dudes in parking lots to make planners and you were so real when describing your struggles as an entrepreneur. You've got moxie. I hope your ideas make it somewhere. We have too many kids coming out of business school starry eyed trying to be the next big thing without any substance.
Maybe they all need to just get jobs until they really find a big idea.
5 STARS!!! Good show. This is what people should be talking about in the startup world.
3 of 3 people found the following review helpful.
Every aspiring entrepreneur should read this
By A Customer
It seems like just about everyone wants to be an entrepreneur, which is wonderful, but most startups fail. Schwarting reveals a startlingly simple idea that explains why most startups fail but some grow like crazy. This simple idea is called the User Method.
Schwarting relates many stories of failed startups and the problem is, basically, always the same: startups fail because they don't offer a (useful) solution to an intense need; not enough people really care about using the startup's product. As the CEO of a software startup and alumni of one of the world's top accelerators, I've experienced this startup failure firsthand. If I had known about the User Method two years ago, it may have saved me a lot of heartache because it sheds light on how some of the biggest companies you've ever heard of (Apple, YouTube, Air BNB, Uber, GoPro, etc.) all started the same way: the founders built solutions to THEIR OWN problems for THEMSELVES.
Schwarting's research and insights are invaluable to aspiring entrepreneurs, innovators, and creators. To borrow the clich�, the User Method truly is a "must read."
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