Customer development and continuous deployment as marketing advantages
The session to discuss why and how leanstartup principles can be used as marketing advantages whether it's your 1-to-1 or wider communication.
anonymous
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AdminSalim Virani (Admin, Leancamp) commented
This is an astute observation. These approaches basically create a faster learning / reaction loop, which can create an insurmountable competitive advantage in a similar way to lower cost of production.
Consider the Dell vs HP scenario, where Dell can simply undercut HP due to lower costs, it creates a war of attrition that Dell controls. A faster learning loop would create a similar advantage - faster reaction time to the market creates a faster rate of evolution, so competitors would suffer a similar attrition. Also, focusing on learning, rather than optimisation, can help avoid the "local maximum" problem. This is a theoretical argument though, it would be interesting to look at a case studies where this happened.
There's an interesting article on Venture Hacks in relation to this, called Playing chess with half the pieces: http://venturehacks.com/articles/certain-to-win and one from Eric Ries called Learning Is Better Than Optimisation: http://www.startuplessonslearned.com/2010/04/learning-is-better-than-optimization.html
Just my two cents. Would anyone else like to chime in?