Brand association: Can Pokémon GO help your company build brand enthusiasm?

Conferences can be a great tool to build thought leadership and brand enthusiasm. To build thought leadership some companies hold live streaming of famous conferences within their industry, sponsor conferences or organize it themself.

IBM Institute for Business Value defines brand enthusiasm as “a new way for brands to view consumers’ desired level of communication, willingness to provide input and comfort with sharing personal data.”

When it come to build brand enthusiasm Apple might be the most famous for its loyal fans and the electric atmosphere when they launch new products. They get fans to line up for days outside their stores on a regular basis and when their first smartphone had problems with reception they spinned it to be smartphone problem. Could you imagine any other company pulling that off? Can you imagine Coca Cola being able to spin poisonous Coca Cola Light as a soft drink problem? I don’t think so.


But you are most likely not the Steve Jobs of your industry and not the world’s most valued company so how could you start building brand enthusiasm, what would be the baby steps? If only there was an easy way of creating a positive, feel-good, brand association with a brand that is loved by the common man, both young and old, with little to no downside. Lo and behold, Pokémon GO could be the solution you are looking for!

What is Pokémon GO?

As Vox explained it in plain English, “Pokémon GO is a game that uses your phone’s GPS and clock to detect where and when you are in the game and make Pokémon “appear” around you (on your phone screen) so you can go and catch them. As you move around, different and more types of Pokémon will appear depending on where you are and what time it is. The idea is to encourage you to travel around the real world to catch Pokémon in the game. This mix of a game and the real world interacting is known as “augmented reality.”

Two points of interest for businesses are PokéStops and PokéGyms. Bulbapedia, considered as the most detailed Pokémon database project, defines them as:

“PokéStops are fixed locations in the real world that players must physically visit to obtain items. PokéStops are generally in public locations, including (but not limited to) public artwork/murals, places of worship, libraries, famous landmarks, police stations, fire stations, and public parks. While players must be physically close to PokéStops to collect items, they generally do not need to enter the building to be close enough (if the PokéStop is a building).”

“PokéGyms are fixed locations in the real world that players must physically visit to battle. PokéGyms are generally in public locations, including (but not limited to) public artwork/murals, libraries, famous landmarks, churches, police stations, fire stations, and public parks. While players must be physically close to PokéGyms to battle them, they generally do not need to enter the building to be close enough (if the PokéGym is a building).”

Luckily for businesses you could spend a few dollars to make sure there are plenty of Pokémon to catch. It is possible to buy lure module, which attracts Pokémon to a PokéStop for 30 minutes, with game’s internal currency PokéCoin. For 100 EUR you can get 14500 PokéCoin, enough to buy 21 eight-packs of lures. In other words, for 100 EUR you can create high Pokémon activity for 84 hours.

Pokémon GO as MVP tool for brand association

MVP stands for Minimum Viable Product, and comes from Lean Start-up world. Eric Ries describes it as “a Minimum Viable Product is that version of a new product which allows a team to collect the maximum amount of validated learning about customers with the least effort.”


Suren Samarchyan also gives a good description, saying that “building a Minimum Viable Product (MVP) is a strategy for avoiding the development of products that customers do not want. The idea is to rapidly build a minimum set of features that is enough to deploy the product and test key assumptions about customers’ interactions with the product.”

To sum up, MVP is a product or service with just enough features to gather validated learning about the product and its continued development. Dropbox, Uber, AirBnB, Foursquare and Buffer are just some of the famous start-ups which used MVP strategy with great results. But how does all this relate to Pokémon GO, conferences, and brand association? Read on.

Brand association and customer acquisition with Pokémon GO

As I’ve said at the beginning, conferences are great tool for building thought leadership and developing brand enthusiasm. But alas, such endeavours require high capital and manpower investment. Another approach to developing your brand enthusiasm could be through brand association.

Management Study Guide describes brand association as “anything which is deep seated in customer’s mind about the brand. Brand should be associated with something positive so that the customers relate your brand to being positive. Brand associations are the attributes of brand which come into consumers mind when the brand is talked about. It is related with the implicit and explicit meanings which a consumer relates/associates with a specific brand name.”

In other words, if you don’t have the money and resources to create brand enthusiasm for you own brand, you could piggy back on another successful brand that is aligned with your brands values. Let’s take a look at an example of how BearingPoint Nordic uses Rubik’s Cube to associate their brand with mathematical problem solving:

Fun fact: 350 million Rubik cubes had been sold worldwide making it the world’s top-selling puzzle game. It is widely considered to be the world’s best-selling toy. Pokémon GO on the other hand is the biggest US mobile game ever.

While Pokémon GO won’t associate your brand with mathematical problem solving skills, and might not be the best fit for you employer branding, it has high potential as a customer acquisition tool. In a recent study by SensorTower, Pokémon GO outperformed all social networks on the amount of time people spent in the app.

Given its popularity, Pokémon GO might be a good MVP for building your brand enthusiasm through brand association without significant capital investments. Furthermore, with proper planning it can also substantially contribute to your customer acquisition efforts.

Want to learn more?

If you want to dig deeper I recommend starting with following articles:

  • Pokémon GO could be next big marketing tool for retailers (Reuters)
  • 6 Ways To Use Pokémon GO In Your Local Marketing Campaign (Forbes)
  • How To Use Pokémon GO For Marketing (Forbes)
  • If You’re Ignoring Pokémon GO, You’re Making a Huge Business Mistake (Inc.)
  • Pokémon GO Is Driving Insane Amounts of Sales at Small, Local Businesses. Here’s How It Works (Inc.)
  • How to Incorporate Pokémon GO Into Your Local Marketing Strategy (


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Eric Ries and Facilitator Training Oslo

By popular demand – We’re happy to announce this once-only combination: Eric Ries on Monday, Playing Lean Facilitator Training on Tuesday.

Event Details:

Eric Ries on Monday, Playing Lean Facilitator Training on Tuesday

We’re happy to announce this once-only combination of an Eric Ries conference one day and Playing Lean Facilitator Training the next!

Monday: Conference with Eric Ries

Eric Ries will be in Oslo for the first time, setting up a conference together with Iterate. We have tickets reserved for Playing Lean facilitators! Check out the event details here.

Tuesday: Playing Lean Facilitator Training

Teaching Lean Startup can be challenging. That’s why we made Playing Lean in the first place!. With an entertaining game to drive learning, the process is more engaging and the lessons last for longer.

Our goal is for everyone to be able to buy a game and play it with friends and colleagues. Organising full workshop may be a different matter. Unless you already have a setup where Playing Lean fits in nicely, you may consider attending an official Playing Lean Facilitator Training.

Do you want to use Playing Lean to facilitate great workshops? We will give you all our secrets, including how to:

  • Introduce Lean Startup before starting the game, using the official set of slides that you will get access to.
  • Make attendees focus on learning from the game as well as playing it, and to tell the stories that make the experience great.
  • Lead the retrospective that follows the play-through.
  • Set up a great workshop with tips and tricks for Playing Lean facilitators

Facilitator Club

Attendees also get to join the Facilitator Club, an online community on Slack where facilitators can discuss workshops, opportunities and everything Lean Startup. Club members get nice perks such as marketing support, game discount and workshop materiel.


This post was originally posted at Eventbrite: Eric Ries and Facilitator Training Oslo

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Eric Ries + Playing Lean


We get a lot of requests for Facilitator Training for Playing Lean. Do you want to know how to deliver the best possible workshop experience using Playing Lean? Right now, we’re setting up on demand one day training sessions for groups and companies.

We’re also considering to host a very special open Facilitator Training in Oslo in February. You see, on Monday February 8, Eric Ries will be in Oslo and hold a conference. We have a few tickets, and we’re considering to set up the following sweet deal for Lean Startup enthusiasts:

  • Monday: Conference with Eric Ries
  • Tuesday: Playing Lean Facilitator Training

Would you be interested in making the trip? Send an email to us at If we get enough interest, we’ll make it happen!

Have a nice weekend!


Illustration by Holger Nils Pohl.

This post first appeared in the Playing Lean newsletter.

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17 Ways to Learn Lean Startup

We’re living in an information age. There’s so many sites out there promising to turn you into the ultimate productivity hacker, master of this and that, how are you even supposed to know where to begin?

Well, if it’s Lean Startup you’re looking to conquer, we’ve got your back. Here’s my tried-and-tested list of the best ways to learn Lean Startup in addition to Playing Lean (that is live on Kickstarter till Wednesday 2nd of June.)

  1. Bootstart

Bootstart is Ash Maurya’s coaching program that kicks off 4 times a year. Anyone who has read Ash’s Running Lean (if you haven’t, you should do so now) will know that he’s the Real Deal, and this program is a great companion or follow up to the book.

There are two programs, one designed for Entrepreneurs, the other for Mentors looking for training. While the costs can seem pretty steep, you’re getting good bang for your buck with the personalized coaching and 30 day money back guarantee.

Format: Web-based course

The Big Name: Ash Maurya, Author of Running Lean

Price: One-time Payment Plan $1497, Three month Payment Plan $599, Six month Payment Plan $327

  1. Startup Weekend

Startup Weekend are marketed as weekend-long events that unite all the people you need to launch a Startup – developers, designers, marketers, etc. But they go so much further than that – giving you the opportunity to test and launch your idea in 54 hours! Basically, everything you need to learn fast and hard.

Format: Physical Event

The Big Names: Startup Weekend is a scheme run by UP Global, whose board of directors includes Steve Case. Y’know, the guy who co-founded AOL.

Price: Typically cost between $75 and $150, and are held all over the world.

  1. Lean Startup Machine

Lean Startup Machine is similar to Startup Weekend, but with a cheeky catch – you are actively part of the Machine right from the start; they only organize Workshops once your city has collected enough “votes”. Enough votes unlocks your city, and that’s when the real fun begins! The Lean Startup Machine team flies out to you, and gets you out of your building and testing your ideas in real time.

Format: Physical Event

The Big Names: Lean Startup Machine is organized by the team at Javelin, including co-founders Trevor Owens and Grace Ng.

Price: Typically around $299

  1. How to Build a Startup: The Lean Launchpad

How to Build a Startup basically does what it says on the tin: provides you with the key steps needed to build a successful startup. You complete the course at home, in your own time and can preview the syllabus before you decide to throw yourself in feet-first.

Format: Web-based course

The Big Names: Steve Blank, Author of The Four Steps to the Epiphany, and The Startup Owner’s Manual.

Price: FREE!

  1. Strategyzer Academy

Strategyzer Academy’s course will make you a pro in all things Business Model – from conception to validation, and the pitfalls to avoid in between. And, if you’re not quite convinced it’s for you, you can check out the first lesson for free!

Format: Web-based course

The Big Names: Alexander Osterwalder and Yves Pigneur, co-authors of Business Model Generation.

Price: First lesson FREE. $499.99 for the full course

  1. International Business Model Competition

IBMC is not about writing the perfect business plan, with 5 year projections and all that jazz. It’s a competition where the winner is the one to prove they have learned the most working on their business model. The learning is heavily based on Steve Blank’s customer development and Alex Osterwalder’s Business Model Canvas, and you can check out the judge’s criteria to find out more.

Format: Satellite locations (Universities and Brigham Young University, Utah.)

The Big Names: Past judges include Steve Blank, Alex Osterwalder and Nathan Furr, author of Nail It Then Scale It

Price: FREE

  1. Startup Grind

Startup Grind is a global startup community designed to educate, inspire, and connect entrepreneurs. They have chapters all over the world which host monthly events. If you’re into it, you can even start your own chapter in your city!

Format: International Network

The Big Names: Past speakers have included Guy Kawasaki, author of the Art of the Start, and Mark Suster, writer of Both Sides of the Table and VC.

Price: Free to join

  1. The Lean Startup Circle

The Lean Startup Circle is an online network for “peer-to-peer lean Startup knowhow”. Basically, it’s the best place to go to directly interact with other lean startup practitioners all over the world. Their Wiki has an extensive backlog of Lean Startup knowledge, and anything you can’t find there you can ask about directly in the forum.

Format: Web-based Network

The Big Names: Events in different chapters have included names such as Tristan Kromer and Trevor Owens

Price: FREE to join

  1. Y Combinator Library

Ah, Y Combinator, The Golden Goose of accelerator programmes. While you may not be ready to get into one of their batches just yet, they’ve got a pretty extensive Library to help you on your way.

Format: Web-based Library

The Big Names: Y Combinator.

Price: FREE

  1. Running Lean & Lean Stack

Running Lean is the User’s Manual of Lean Startup, guiding you through your Lean Canvas. Lean Stack is the tool to check your progress on that Canvas. Whilst the two can be pretty solitary ventures, they will definitely give you a better grasp on the nitty-gritty of your Startup

Format: Book and web-based tool

The Big Names: Ash Maurya

Price: Lean Stack: $19 – $79/month with the first month free.. Running Lean : Ebook from $21.99

  1. Startup Owner’s Manual & the Founder’s Workbook

The Startup Owner’s Manual is Steve Blank and Bob Dorf’s “how to” reference for any startup founder, investor, entrepreneur or educator. Now, what makes it super special is the new Founder’s Workbook, which will be launching soon. It’s a free “checklist” guide that walks you through the book and what actions you need to take from it.

Format: Book and web-based tool

The Big Names: Steve Blank and Bob Dorf

Price: Book: $40, Workbook: FREE

  1. Nail it then Scale it and Startupcore

Nail it then Scale it is yet another manual, but this time targeted at guiding entrepreneurs through the process of launching a high-growth company.

Co-author Nathan Furr has also recently launched Startupcore, a full course taking you right through the steps from initial idea to successful scale. And, as far as we can see, it’s free!

Format: Book and web-based course

The Big Names: Nathan Furr and Paul Ahlstrom

Price: Book: from $24.95 Course: FREE

  1. The Lean Series

The Lean Series is 7 books in total, curated by Eric Ries, that cover Lean in every aspect of business, from Startup to UX to Branding. What’s good with the Lean Series, is that you’re sure to find the right book for your stage and situation.

Format: Books

The Big Names: Curated by Eric Ries. Authors include: Jez Humble, Barry O’Reilly, Joanne Molesky, Laura Busche, Cindy Alvarez, Jeff Gothelf, Laura Klein, Alistair Croll, Benjamin Yoskovitz and Ash Maurya.

Price: Each book costs around $21.99 – $29.99

  1. The Essential Guide to Entrepreneurship by Guy Kawasaki

Former Apple Evangelist Guy Kawasaki’s course is a great place to start before getting into the nitty gritty of running a business. All those little meta-things that you haven’t thought of, Guy probably has.

Format: Web-based course

The Big Name: Guy Kawazaki

Price: $199

  1. Running Lean Workshops

If you’ve read Running Lean, and you’re ready to test your skills, a Running Lean Workshop is the perfect follow up. Ash Maurya leads the workshop, and talks you through turning your idea into a repeatable and scalable business.

Format: Physical Event

The Big Name: Ash Maurya

Price: Between $933 and $2598

  1. The Lean Startup Talk at Stanford E-Corner

This free course from Eric Ries is another booster for your first forays into Lean Startup. At only 2 hours long, it’s the perfect warm up before getting out there and tackling the real-world problems you’ll face as an entrepreneur.

Format: Web-based video course

The Big Name: Eric Ries

Price: FREE

  1. Entrepreneurship: Launching an Innovative Business

From the University of Maryland, this Specialization really gets into the depths of Business model generation and how to use your business model to achieve funding.

Format: Web-based course

The Big Names: James Green, Michael Pratt and Thomas Mierzwa

Price: $196 for all the course, $49 each

With all this behind you, you’ll be out and conquering the business world in no time. Remember, the more you fail, the better you’ll become.

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Winning over the millennials by playing the Lean Startup methodology

Some say that the millennials (researchers and commentators use birth years ranging from the early 1980s to the early 2000s) – Generation Y in hip speak – are spoiled, entitled, unfocused, digitally dement, internet and game addicted and have an inflated sense of self. All that may be true, but they are also entering the workforce en masse, and not all businesses have prepared for that. According to a survey by Censuswide, only about half (52 percent) of millennials report that their employers fully utilize their skills and talents.

At the same time, they are remarkably ambitious and entrepreneurial. A whopping 68% of them want to run their own business, according to research by consulting firm EY. Seed accelerator Y Combinator has made it their business to harness this entrepreneurial spirit and encourage the millennials to start as early as possible.

Others argue that the millennials are just plain unrealistic. They have too high expectations and are setting themselves up for epic failure, leaving them burnt out, miserable and unproductive. Guelph researcher Sean Lyons says we should guide them into lowering their expectations rather than pamper their inflated egos.

So what should established businesses do? They need new talents and to renew their workforce. They may feel ambiguous about the millennials and not know what to do, but those are the cards that have been dealt. Businesses need to handle the millennials, one way or another.

So should they cold shower them and bring them down to earth, or pamper their quirks and encourage their entrepreneurial spirit? Some think they should do both. In recent years, a new style of business and product development known as Lean Startup has become immensely popular, and appears to be almost tailor made for Generation Y.

The author of The Lean Startup, Eric Ries, started out with the realization that the traditional business plan almost always fails and must be completely revised in a matter of months in face of reality. Rather than waste a lot of precious time on making the perfect business plan that needs to be discarded anyway, Ries envisioned starting up with a far leaner business plan – the skeleton of a plan, and a method for revising it. Things that work well are scaled up, whereas products or services that fail or are less successful are scaled down.

So what does this have to do with Generation Y? It incorporates a method for expecting and dealing with failure as part of a learning process. In one sense it allows the entrepreneurial process to mimic the structure of a game, and millennials love games. This allows millennials to take advantage of their high level of ambition while at the same time giving them a tool to handle failure.

In the board game Playing Lean my business partner and I have literally turned the process of teaching the Lean Startup method into a game in a corporate environment, thereby further entrenching the game metaphor for entrepreneurship. Field tests show that the millennials love this approach, and could be a viable strategy for large businesses to incorporate the entrepreneurial spirit of the younger generations.

Millennials Playing Lean at Startup Weekend in Oslo.

Millennials Playing Lean at Startup Weekend in Oslo.

Critics however point out that Lean Startup is largely a repackaging of existing ideas, and that the method automatically renders any startup impossible to fund. The whole point of a business plan is to secure funding by proving to venture capitalists that they are competent and know what they are doing. Defenders reply that repackaging and rebranding is good if it increases the appeal to the intended audience – in this case, Generation Y – and that Lean Startup may be best suited for entrepreneurship and product development within existing large corporations.

It is unclear at this moment which approach of utilizing the abilities of the millennials will win out and prove to be the better one, but – in the spirit of Lean Startup – it also means that there is still room for experimentation. Let the game commence.

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Playing Lean – A fun way to learn Lean Startup

Augusto Evangelisti played the game yesterday, this is his thoughts about it. Thanks for sharing Augusto!


Playing LeanYesterday, I was lucky to be in a group of people playing a great new educational game, Playing Lean.

Helped by Raomal and Tore we engaged in a fun and exciting strategy game to sell our product to more and more customers, starting with innovators, moving to early adopters and eventually conquering the masses.

To do that we had to run experiments and build features. While doing that we talked about validating problems, customers interviews, A/B testing and other very interesting Lean Startup topics. Our experiments were run in a Build Measure Learn cycle and customers feedback was used to build our features.

One other thing I liked was that the game rewarded the player that chose a lean approach to build his product, by delivering only the features necessary and in some cases less features meant more customers!

I can see a bright future for the game as a training platform for the Lean…

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Playing Lean lives on!

This blog post was originally posted on The Playing Lean Blog

Unless a miracle occurs in the next few hours, the Playing Lean Kickstarter campaign has failed.

We’re disappointed, but not discouraged! Playing Lean will reboot, and it will be back on Kickstarter. We just need to plan out the best way to move forward.

The campaign didn’t reach its goal, but it sure got a lot of attention and many great backers. We’re very grateful, and we want to give you something back.

That’s why we’re happy to launch the free Print & Play version of Playing Lean! To check out the Print & Play, follow the instructions here.

You probably noticed the new domain: It’s our brand new community site. Go there, give us your questions, your comments and your feedback. Join the party – we’re already there!

Once again, thank you to all our great backers and everyone who has supported the project! We’ve learnt a lot and had a lot of fun, and we hope you have too.

Live lean and prosper,

We will be back

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How Friendster got to dominate social media

It’s 2015, and Friendster is king among social media sites.

How could this have happened?

To understand, we need to go back to this week’s playtesting in Oslo. I got to lead 10 competent players who had to take on the heavy responsibility of leading Twitter, Facebook, Myspace and Friendster in their fights for market domination.


Intense discussions at Myspace HQ. What strategy will lead to world domination?

Early Leader

Twitter got off to an early lead – with a bit of luck. A blogger revealed his preferences for everyone to see, and Twitter was positioned to build a product that suited his needs perfectly. While they were busy building their product, the other teams had to struggle through experiment after experiment to learn enough about their customers.


Early traction for Twitter. With this speed, victory seems secure.

The other teams despaired. Twitter had more customers and more features. Certainly, the outcome of this fight was already determined?

Blinding Success

As history would have it, Twitter took the wrong lessons from their early success. Suffering from feature creep, the speed of development slowed to a near halt. Their competitors, with leaner products and more insight about the market, soon caught up.


Competition has caught up and everything is up in the air. Twitter’s victory is no longer a foregone conclusion.

Friendster wins the day

While trailing behind for most of the day, Friendster built up great speed towards the end of the game. In the last round, Twitter suffered that final calamity: Confirmation Bias. Spending a full round confirming knowledge they already had, they made no progress.

Friendster could cross the finish line first and win the market!

After action review

Both winners and losers enjoyed a quick retrospective when the battle was over. Insights and lessons learned were shared across the table. Suggestion for improvement of Playing Lean were noted and will be incorporated.

Team Friendster had to face the hard reality that their global domination was only in a game, but took comfort in the fact that their learning was real.

This post first appeared on Playing Lean ́s Kickstarter page.

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Playing Lean Update

Since I announced the “Open invitation to Playing Lean November 17, 2014” a lot has happened.

First of all we have actually launched a Kickstarter campaign and that is extremely exciting.

My business partner, Simen Fure Jørgensen got a guest post published at Ash Maurya´s Practice Trumps Theory And I gave my first radio interview to Michele Price at BREAKTHROUGH radio.

As part of the Kickstarter, I’m traveling the USA giving free workshops with the game all over the place. Seriously, 16 cities from Texas, the West coast and the East coast. You can see the entire list at our Eventbrite page.


You can read more about the road trip at The Playing Lean Blog. The Lean Startup community has be fantastic in helping us, making introduction, helping us find venues and promoting the play sessions.

A big thanks to Platform Houston for hosting the Launch Lunch in Houston, Ash Maurya and Emiliano Villarreal for making the play session in Austin a success, Steve Rogers for making the breakfast meeting come alive in Las Cruces, Amber Brandner for guiding me around in beautiful sunny San Diego and for making the play session at 3RD SPACE happen,  Tristan Kromer, Alan Young, Matt Walters, David Bland, Stacey Louie and Gro Eirin Dyrnes for making the time in the valley so meaningful. And last but not least, John Sechrest for suggesting I should visit Seattle and making the trip totally worthwhile.

So, that the update for now, make sure that you have signed up for our newsletter on the Playing Lean webpage for the latest news and follow us on Facebook and Twitter.

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Open invitation to Playing Lean

If you are as passionate about Lean Startup as me, this is your opportunity!

Some friends and I are working on a physical board game where you teach the Lean Startup methodology while playing. By popular demand we are now opening up for online collaboration.

When I first wrote about Playing Lean, we already had this in mind: “We want to make this game the best it can be by tapping into the shared knowledge of the Lean startup Movement, and continuing to iterate the game through customer co-creation”.

Since we first started, we have played the game face to face with startup enthusiasts at different events and forums in Houston, San Francisco and Oslo. This has allowed us to iterate and evolve fast. Now we are ready for open online collaboration!

If you want to be part of this:

  • Follow us on Twitter (@playinglean) to find out when and where we will be playing the game.
  • Check out the Google Docs folder Playing Lean: Open Innovation where you can find all about the game. Here you will find the following categories under “Version 2.0”:
    • Rulebook
    • Logbook
    • Facilitator Playbook
    • Industry cards
    • Event cards
    • Resource Cards
    • Tiles
    • Scoreboard
    • Innovation Accounting form
    • Co-founder Cards

→ If you have suggestions or feedback please make a copy of the document you want to comment on and rename it with [your name] + [document title]


Introducing the team

Simen Fure Jørgensen

Jørgensen has extensive experience with start-up and development of IT companies in Norway. He was co-founder of IT company Iterate AS, which since its inception in 2007 has grown to be a solid work space for 40 employees.

He will use his professional expertise in innovation and entrepreneurship for the development of the game concept. Furthermore, Jørgensens education degree in computer science and experience in a wide range of development projects to be crucial for the construction of the digital edition.

Catherine Kahn

Catherine Kahn is engaged as experience designer. Kahn has a double master’s degree with honors, respectively in Experience Design and Performance Design from Central St. Martins College of Art & Design in England.

Kahn will be engaged to assist the company to build the bridge between the physical game and the online version. Kahn will use her expertise in transmedia storytelling techniques and communicate the learning from the game through multiple platforms and formats.

Robert Gustafsson

Newly examined bachelor student in Marketing and Sales Management, Robert has high expectations on himself and the things he does. He loves to try new challenges and get out of his comfort zone. Positive, caring and humorous he has respect for fellow human beings and it is important for him to have a cooperation that will work for both parties and to be able to give and take what could be shared.

Patricia Almeida

Patricia Almeida is a Business Psychologist passionate about technology and innovation. She has several years of experience in the design and development of computerized assessment environments as well as in statistical data analysis. She has conducted research internationally in the areas of intelligence, personality, group psychology, entrepreneurship and vocational interests. She wrote her master thesis in entrepreneurship and she is committed to identifying, developing and supporting entrepreneurial potential.

Sebastian Hemgren

Sebastian is an experienced graphic designer. He has worked and collaborated in several startups and he is an active member of the startup community in Oslo.

Tore Rasmussen

I (Tore Rasmussen) is a graduate student at Norwegian University of Life Sciences (NMBU) and writes my thesis on the learning outcomes of the game in my thesis in Innovation and Entrepreneurship.

I have extensive expertise in social media and marketing and will use this knowledge to lead the  launch of the game on Kickstarter.


I would like to use this opportunity to thank all those how have help develop the game so far.  A special thanks go to those that participated at Startup Weekend Houston Maker Edition: David Torreggiani, Jesus Hinojosa, Kit Leung, Thuy Vu, and Reginald Garrett II

Startup Weekend Oslo: Tom Haugeplass, Sebastian Hemgren, Brage Olsen Mathias. Oldani og Marcus Morken.

Also a special thanks to Allan Lund Hansen for all the work he put in during the Lean Startup Machine in San Francisco.

The Lean Startup is a trademark and service mark owned by Eric Ries and has no affiliation to this project.

The game is consider the intellectual property of Lean Friends AS.

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