#poSEEDelki with Oleg Parinov and Dmitry Linkov

October 17, 2012, 19:00 master class

Whenever we are on fire with a new with a new idea, we think that it will be “the next big thing.” The excitement and delight from bringing to reality each new idea, the unforgettable feelings evoked by the appearance of the first users. Any moment now, our product will take off and conquer the whole market... but it doesn’t. Our colleagues start to get nervous, bringing up the promises made to them of success and wealth. Management gets nervous and accuses the “neglectful” employees of everything. And maybe the entire marketing division is at fault, since it couldn’t ensure sufficient promotion?

Have you ever been in such a situation? Do you think this won’t happen you’re your product? We can only wish you success in your self-assurance — but we told everyone else about a possible solution to this problem.

On October 17, in the framework of a new #poSEEDelki meeting at Digital October, alongside Oleg Parinov and Dmitry Linkov, we talked about the pivot, which is a total alteration in the conception of the product. The idea is simple: “If what is old didn’t work, let’s change it and make it better.” But how do you know when it is time to throw everything away and “make a U-turn”? In their talk, Oleg and Dmitry, who have worked for such companies as App in the Air and Empatica, touched upon the following subjects:

  1. What is a “pivot”?
  2. When is it necessary to perform a pivot? Are there any signals that will help you to know? “Everyone is to blame except for the product.”
  3. What needs to be changed?

• validated learning and user testing;
• working out the strategic outline;
• expanding use cases.

  1. How to convince a team that changes need to be made. “So much time and effort down the drain!”
  2. How can the results of a pivot be checked?
  3. How can you focus and continue development?
  4. The cyclicity of product development and the following “pivot moment.”


We remind you that #poSEEDelki is an informal meeting of IT entrepreneurs, and after a speaker’s talk, anyone who wishes was able to share his experience with the audience and receive a response from those who have come.

The event, which was organized by Greenfield Project, had taken place with the support of the Department of Science, Industrial Policy, and Entrepreneurship of the City of Moscow.

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