Yesterday I wrote about how building a startup is increasingly an exercise in disciplined application of process. Creativity and flair will always be important, but whereas that used to be most everything and charismatic sales driven entrepreneurs with huge personalities were common, these days implementation of processes like ‘lean’ and ‘customer development’ are increasingly important and the personality profile of entrepreneurs is changing. We used to get lots of Larry Ellison’s and these days we get more Mark Zuckerberg’s.
The reason for this is that many processes formerly regarded as the preserve of creatives have been broken down into process steps that non-creatives can follow. It turns out that Apple’s new product process is one of those. This is a quote from Leander Kahney’s recently published book on Apple design chief Jony Ive:
“In the world according to Steve Jobs, the ANPP would rapidly evolve into a well-defined process for bringing new products to market by laying out in extreme detail every stage of product development.
Embodied in a program that runs on the company’s internal network, the ANPP resembled a giant checklist. It detailed exactly what everyone was to do at every stage for every product, with instructions for every department ranging from hardware to software, and on to operations, finance, marketing, even the support teams that troubleshoot and repair the product after it goes to market.”
I remain in awe of Jobs’ ability to come up with products that hundreds of millions of people coveted – that was his genius, his magic spark – the point here is not to take anything away from that, but rather to point out that as far as possible everything downstream from the idea is engineered. The beauty of this is that it improves reliability and predictability of execution.
I’m thinking now that the venture capital could be similarly broken down into checklists and good process.