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精益创业:打造大公司的创新殖民地

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精益创业理念提出者埃里克·莱斯出资运作
在全球500座城市,拥有300个训练营,培训超过25 000名企业家
成就大名鼎鼎的Facebook、Instagram 、Twitter、Zynga和Dropbox的精益创业器
帮助企业消除内部创新的“绊脚石”,释放企业创新创业的无限可能

Content Description

精益创业理念提出者埃里克·莱斯出资运作
在全球500座城市,拥有300个训练营,培训超过25 000名企业家
成就大名鼎鼎的Facebook、Instagram 、Twitter、Zynga和Dropbox的精益创业器
帮助企业消除内部创新的“绊脚石”,释放企业创新创业的无限可能
为什么谷歌无法让成就了Twitter、Pinterest和Instagram等公司的一大批出色创新者在谷歌内部
Author Description

特雷弗·欧文斯
企业家,精益创业理论思想领袖。Javelin.com的创始人兼CEO。这是一个创新培训和软件公司,以精益创业器而广为人知。这家公司已经帮助成千上万名来自谷歌、Salesforce、财捷集团和新闻集团等公司的创新者在全球六大洲开创了数千家新公司。

奥比·费尔南德斯
活跃的演说家,被广泛认可的技术领导者,Javelin.com的联合创始人以及CTO。畅销技术类图书《The Rails Way》的作者,多家成功公司的创始人。
Catalogue

推荐序一 企业内部的创新蓝图 / I
推荐序二 精益创业:向用户学习 / V
引言 精益创业的黎明 / VII
第 1 章
精益创业路线图 / 1
创新殖民地 / 2
精益创业 / 3
企业创新的三大战略 / 5
第 2 章
创新的战略 / 17
速度是唯一的竞争优势 / 24
行动框架 / 27
额外利益 / 29
第 3 章
创新的组织架构 / 37
从臭鼬工厂说起 / 38
进入创新殖民地 / 42
第 4 章
薪酬 / 57
向上驱动型激励的力量 / 58
第 5 章
愿景:创新理论点 / 69
了解市场 / 71
构建一个创新理论 / 72
理论的执行 / 73
第 6 章
精益创业过程 / 81
精益创业的根本 / 82
关于实验过程的简单概述 / 85
实验过程:分步解析 / 88
Javelin 板 / 97

第 7 章
创新实验方法 / 105
在哪里可以找到客户 / 106
第 8 章
创新会计 / 125
虚荣指标与可操作指标 / 127
构建指标模型 / 130
第 9 章
企业内部孵化 / 143
低增长、高控制 / 145
内部孵化的好处 / 146
内部创业融资 / 147
如何进行孵化 / 148
第 10 章
早期收购 / 159
你在寻找什么样的才人 / 160
选择收购目标 / 163
构建交易 / 165
陷阱 / 168
第 11 章
不能收购就投资 / 175
低控制,高增长 / 176
投资的好处 / 177
投资力学 / 178
投资工具 / 178
企业投资心理 / 181
选择投资 / 182
第 12 章
创新流 / 189
结语
创业创新时代 / 199
对精益创业的异议 / 199
建设创新帝国 / 204
创业的终结 / 205
创业创新时代 / 207
Book Abstract

引言 精益创业的黎明
谷歌公司拥有天价市值,但这一“组织全球信息”的公司市值本可以升至数百亿美元甚至更多。 2014 年 10 月,埃文 ? 威廉姆斯(EvanWilliams)离开了谷歌公司。威廉姆斯自其初创项目 Blogger 被谷歌收购后,在谷歌忍受了一年的大企业官僚主义后愤然离开, 11 个月后, Blogger的产品经理比兹 ? 斯通(Biz Stone)也从谷歌辞职了。他们随后创立了Twitter。这家新公司在 2013 年 11 月上市,到 2014 年初,其市值已达 367亿美元。
对谷歌而言,失去威廉姆斯和斯通无疑是一个代价惨痛的错误,但谷歌并没有吸取教训。本 ? 西尔伯曼(Ben Silbermann)于 2006 年加入谷歌公司,在谷歌工作的两年时间里,他从事展示广告产品的工作,深切体会到了在一个以工程师主导的企业文化中,作为一名非工程师的格格不入。于是他辞职,与他人联合创立了 Pinterest 这一在线图片分享社区,该社区在 2014 年 1 月估值达到 38 亿美元。
对于这一切,谷歌公司仍然没有察觉到有什么不妥。历经两年令人窒息的公司政治后,凯文 ? 斯特罗姆(Kevin Systrom)于 2009 年离开谷歌,此后不久,与他人联合创立了 Instagram。 2012 年 4 月,他将 Instagram 以10 亿美元的价格卖给了 Facebook。威廉姆斯、斯通、西尔伯曼和斯特罗姆,更别说 Asana、 Cloudera、Foursquare、Ooyala 以及十多家初创公司的创始人都离开了谷歌,因为他们自己的创业才能无法在这样一家大公司内部实现。我们都是谷歌公司的超级大粉丝,但是如果这个“硅谷传奇”能将这些出色的创新者留下来,他们至少会给公司账面增加 405 亿美元(Twitter、 Pinterest 和 Instagram 截至 2014 年 1 月的全部价值总和)的资产。
这对于被封为创新圭臬的谷歌来说的确是个坏消息,但对于那些希望在企业内部促进创新的大公司来说,无疑是个好消息。这就意味着即便是最创新的机构仍然会错失价值数十亿美元的好创意,而这些创意可能被任何一家企业加以实现。这也意味着,在一家企业的不同业务部门和边缘部门里,也许有数十个人拥有可以创造巨大财富的创意。即便是历史最悠久的、最不积极进取的企业也有可能避免谷歌的错误。渴望拥有高成长业务的大公司必须要能释放并同时留住潜在的创新人才。这些公司可以创造一个使创新能够成功、可预期并可重复的组织,这一切靠的不是巧合,而是好的设计。
后 PC 时代的重新洗牌
对企业创新的需求从未像现在这样迫切过。许多知名品牌如今已是岌岌可危。 2013 年,美国航空公司与全美航空合并时估值仅为 55 亿美元。柯达公司作为一个多世纪以来摄影的代名词,于 2012 年宣告破产,其竞争对手奥林巴斯也紧随其后。铃木汽车事业部逃离美国。同年,沃尔沃汽车公司也几近退场。作为 PC 产业的两大基石——惠普和戴尔公司(戴尔于 2013 年初以 240 亿美元的价格将自己出售),正拼命试图建立通往后PC 时代未来的通道。黑莓公司的身价已经下滑至数十亿美元,并在其曾引领的智能手机市场中跌倒。百视通已关闭了其店面和 DVD 邮寄服务。美国第二大电器连锁店无线店器材公司(Radio Shack)和彭尼百货(JCPenney)的死亡也宣告了零售业所面临的挑战。
这场惨烈的洗牌并不局限于少数不幸的企业或某个特定的行业。对于知名企业而言,这种威胁也是普遍存在的。在 1955 年所列出的世界 500强企业名单中,有近 87%的企业或破产、兼并或成为私有企业,或跌落榜单之外。一份对标准普尔 500 指数的研究发现,其中按市值排名的公司,1958 年平均每家企业能在榜单上停留 61 年,但到了 2012 年,却只能停留18 年。
我们将 2014 年 1 月大企业的动荡与世界上最有价值的公司的价值创造进行对比发现:经过 35 年的发展,苹果的市值为 4 365.5 亿美元;谷歌公司创立的时间不到 35 年的一半,价值就已达到 3 954.2 亿美元;亚马逊的市值为 1 657.9 亿美元。尽管 Facebook 的 IPO 遭受了滑铁卢般的惨败,但这家 10 岁的公司的市值仍高达 1 640 亿美元且不断上升。 8 年前成立的Twitter 的价值也达到了 296 亿美元。
另外,从硅谷和纽约走出的成长最快的公司往往都经过了严酷考验。Dropbox、 Pinterest 和 Uber 等公司的估值在短短几年内已接近 140 亿美元。后来者 Evernote、 MobileIron、 Pinterest、 PureStorage、 Marketo、 Spotify、SurveyMonkey、Snapchat、Violin Memory和 Zscaler估值都超过了 10亿美元。
事实上,估值能达到 10 亿美元的创业公司的数量可能高达 40 家。这些公司正在以前所未有的速度和规模创造着价值。停滞的企业和那些快速成长的企业之间的差别已不是什么秘密了:这些成长型企业具备一种不可思议的能力,可以为市场带来激动人心的产品和服务并开拓出更广阔的新市场。高速成长的公司,如亚马逊和Facebook已经证明了大公司也能做到这一点。但具体如何做,最好的方法是看看创业公司是如何做的。

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