子谦译文｜创业教什么：六种主流创业方法的比较(25)

精益创业是“一套帮助创业者增加创业成功概率的实践方法”。在最高层的逻辑上，精益创业的基础是“尽管人类的判断可能是错误的，但我们可以通过反复测试这些理论来改善我们的判断”，这种反复测试或有目的的实验是专门设计用来提供关于新产品或服务的验证性学习，通过与现有和潜在客户的密切和持续的互动来收集证据，用来验证或否定公司的关键假设。在中间层的模型上，精益创业方法提供了一个“构建-衡量-学习”图表：(1)将商业理念映射到可测试的业务模型假设之上，建立一个允许收集反馈“最小可行性产品”(MVP)的模型；(2)与客户一起测试产品并客观分析测试的结果以验证或否定关键假设；(3从结果中学习并设计下一轮实验。此外，精益创业的支持者还依赖客户开发作为指导工具，它包含四个阶段：客户发现、客户验证、客户创建和公司创建，这些过程的目的在于通过积累详细和准确的信息来减少不确定性。
在最低层的策略中，精益创业依赖一组从其他领域借鉴来的工具，比如快速原型和敏捷性软件开发原则。客户访谈、目标实验、物理原型、礼宾原则、假门测试和A/B测试等策略都可以快速收集反馈信息并推进整个流程。
Design thinking is “a discipline that uses the designer’s sensibility and methods to match people’s needs with what is technologically feasible and what a viable business strategy can convert into customer value and market opportunity”(Brown2008,p.86). On the higher level of logic, design thinking is “the application of integrative thinking to the task of resolving the conflict between reliability and validity, between exploitation and exploration, and between analytical and intuitive thinking” (Martin 2009, p. 171). Design thinking is grounded in an iterative, nonlinear, and humancentered practice based on user research. The process begins with defining the problem that users experience, understanding it in depth, creating a possible solutionand testing it, and ends with reflecting on the results(Liedtka and Ogilvie 2011; Carlgren et al. 2016). It is through this process of creating, testing, and learning that entrepreneurs can better their initial venture ideas (Brown 2008). On the middle level of model, design thinking consists of five steps: (1) empathizing with the problem by understanding it from the perspective of users,(2)defining the problem indetail by making sense of the dispersed information, (3) brainstorming different ways the problem might be solved through generating a wide range of possible solutions and combining imaginative insights about these solutions, (4) prototyping a solution to highlight its strengths and weaknesses to identify new paths, and (5) testing the solution with users through soliciting feedback about prototypes to gain a better understanding. On the lower level of tactics, design thinking offers tools such as user interviews, physical prototypes, question ladders, innovation flowcharts, and design thinking mixtapes as aids to the process.