{"id":22158,"date":"2021-11-03T08:00:44","date_gmt":"2021-11-03T07:00:44","guid":{"rendered":"https:\/\/www.accuracy.com\/2021\/11\/03\/accuracy-talks-straight-3-langle-academique\/"},"modified":"2023-05-03T12:49:46","modified_gmt":"2023-05-03T10:49:46","slug":"accuracy-talks-straight-3-langle-academique","status":"publish","type":"post","link":"https:\/\/www.accuracy.com\/en_gb\/accuracy-talks-straight-3-langle-academique\/","title":{"rendered":"Accuracy Talks Straight #3 &#8211; L&#8217;angle acad\u00e9mique"},"content":{"rendered":"<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.accuracy.com\/wp-content\/uploads\/2021\/07\/05.-Langle-acad\u00e9mique-1024x153.png\" alt=\"\" class=\"wp-image-15309\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:25px\"><strong>Les chiffres mentent<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<div class=\"wp-block-media-text alignwide\" style=\"grid-template-columns:15% auto\"><figure class=\"wp-block-media-text__media\"><img decoding=\"async\" src=\"https:\/\/www.accuracy.com\/wp-content\/uploads\/2021\/11\/MARTINAUD-Bruno.jpg\" alt=\"\" class=\"wp-image-15638\"\/><\/figure><div class=\"wp-block-media-text__content\">\n<p class=\"wp-block-paragraph\" style=\"font-size:23px\"><strong>Bruno Martinaud<\/strong><br>Responsable Acad\u00e9mique Entrepreneuriat, Ecole Polytechnique<\/p>\n<\/div><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>En 2009, Kevin Systrom (bient\u00f4t rejoint par son co-fondateur, Mike Krieger) travaille sur un projet de r\u00e9seau social g\u00e9olocalis\u00e9, proche de Foursquare.<\/strong> Ils r\u00e9ussissent \u00e0 convaincre Baseline Ventures et Andressen Horowitz d\u2019investir 500 000$ dans le projet. Ceci leur permet de s\u2019investir \u00e0 temps plein dans l\u2019aventure. Un an plus tard Burbn est lanc\u00e9 sous la forme d\u2019une application iPhone qui permettait d\u2019enregistrer des lieux, de planifier des sorties, de poster des photos, etc. L\u2019application est massivement t\u00e9l\u00e9charg\u00e9e, mais le verdict est sans appel : les utilisateurs, beta-testeurs, n\u2019aiment pas du tout. Trop encombr\u00e9e, trop fouillie, ils s\u2019y perdent et ont arr\u00eat\u00e9 pour la plupart de l\u2019utiliser. Echec patent. Rien que de tr\u00e8s normal, l\u2019entrepreneur, dig\u00e8re, en tire les enseignements et rebondit vers une nouvelle aventure. Les m\u00e9triques sont mauvaises, dont acte. Et pourtant Kevin Systrom ne s\u2019arr\u00eata pas l\u00e0, car il remarqua un fait d\u2019apparence anodine, l\u2019usage dans la fonction de partage de photos (une parmi tant d\u2019autres) semblait \u00eatre le fait d\u2019un petit nombre d\u2019utilisateurs r\u00e9guliers\u2026 Il creusa, interrogea ces utilisateurs et se rendit compte que ce petit groupe adorait cette fonction (et seulement celle-ci). Instagram \u00e9tait n\u00e9, de cette heureuse constatation qu\u2019un petit nombre de personnes, cach\u00e9es dans une majorit\u00e9 qui n\u2019aimait pas Burbn, utilisaient l\u2019app pour une seule raison.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cette histoire met en \u00e9vidence un principe contrenaturel pour le manager \u00e9duqu\u00e9e : les chiffres mentent au d\u00e9but. Les m\u00e9triques de Burbn \u00e9taient catastrophiques\u2026 L\u2019approche rationnelle est d\u2019acter le fait et de passer \u00e0 la suite\u2026 Mais s\u2019y cachait un signal faible porteur de potentiel.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019histoire du Viagra rel\u00e8ve de la m\u00eame s\u00e9quence. Les laboratoires Pfizer d\u00e9veloppaient un r\u00e9gulateur de tension art\u00e9rielle, lequel se trouvait en phase III dans le processus test pr\u00e9alable \u00e0 l\u2019autorisation de mise sur le march\u00e9.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Si l\u2019on se rappelle que le d\u00e9veloppement d\u2019une nouvelle mol\u00e9cule repr\u00e9sente un investissement d\u2019environ 1Mde, cela signifie qu\u2019environ 700 \u00e0 800M$ ont d\u00e9j\u00e0 \u00e9t\u00e9 engag\u00e9s dans le projet. La pression est donc forte pour aboutir d\u00e8s que possible \u00e0 cette autorisation.<strong> Il se trouve que quelqu\u2019un au sein des \u00e9quipes de Pfizer remarqua que certaines personnes dans l\u2019\u00e9chantillon de test ne restituaient pas les pilules qu\u2019ils n\u2019auraient pas d\u00fb utiliser dans le cadre du protocole qui leur avait \u00e9t\u00e9 assign\u00e9.<\/strong> Qui fait attention \u00e0 cela. Quelques donn\u00e9es incoh\u00e9rentes, sans lien direct avec le sujet : l\u2019efficacit\u00e9 de la mol\u00e9cule. Quelques cellules atypiques dans un tableau de 300 colonnes par 100 000 lignes\u2026 Et pourtant, en creusant, cette personne a r\u00e9alis\u00e9 que ceux qui ne restituaient pas les pilules partageaient toutes les m\u00eames caract\u00e9ristiques d\u2019\u00e2ge et de sexe\u2026<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Et Pfizer a ainsi r\u00e9alis\u00e9 que ce r\u00e9gulateur de la tension art\u00e9rielle avait un effet secondaire insoup\u00e7onn\u00e9, tellement int\u00e9ressant que le projet a \u00e9t\u00e9 r\u00e9orient\u00e9 dans cette direction.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Derri\u00e8re ces exemples que l\u2019on pourrait juxtaposer \u00e0 l\u2019infini, se trouve une observation simple : <strong>un projet innovant, une start-up qui d\u00e9marrent sont des aventures exploratoires\u2026<\/strong>Explorer c\u2019est d\u2019abord se rappeler que je ne sais pas ce qui marche et ne marche pas dans mon id\u00e9e. C\u2019est reconna\u00eetre que je suis confront\u00e9 \u00e0 des probl\u00e9matiques complexes dont je ne cerne pas les variables descriptives, ne comprends pas leurs interactions, ni effets.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De l\u00e0, cette cons\u00e9quence, objet du pr\u00e9sent propos, je ne sais pas quoi mesurer, et je ne sais pas le sens de ce que je mesure. Et cela dans les deux sens, <strong>de mauvaises m\u00e9triques a priori, tel que l\u2019illustre Burbn, peuvent cacher une p\u00e9pite.<\/strong> Mais l\u2019inverse est \u00e9galement vrai. Nous avons r\u00e9cemment c\u00f4toy\u00e9 une start-up qui d\u00e9veloppe un objet connect\u00e9 pour le bien \u00eatre \u00e0 destination du grand public. Elle en a rapidement \u00e9coul\u00e9 quelques dizaines de milliers, et forte de ce succ\u00e8s, a lev\u00e9 des fonds pour \u00ab scaler \u00bb rapidement et contr\u00f4ler le march\u00e9\u2026 si ce n\u2019est que les ventes, bien loin de cro\u00eetre, se sont stabilis\u00e9es puis ont d\u00e9clin\u00e9. En fait ces 30 000 n\u2019\u00e9taient pas le signe pr\u00e9curseur d\u2019une adoption massive et rapide, mais l\u2019essentiel du march\u00e9 adressable. Apr\u00e8s une p\u00e9riode d\u2019errement, d\u2019interrogation, de doute et de recherche, elle a finalement trouv\u00e9 un march\u00e9 B2B, centr\u00e9 sur une offre de service, lequel s\u2019appuie sur l\u2019objet connect\u00e9.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Toute l\u2019ironie de l\u2019affaire est que de bons chiffres pr\u00e9coces ne signifie pas que l\u2019on a trouv\u00e9 son march\u00e9.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">CES OBSERVATIONS D\u00c9BOUCHENT SUR DEUX RECOMMANDATIONS PRATIQUES SIMPLES, PRESQUE TRIVIALE DANS LEUR EXPRESSION, MAIS GLISSANTE DANS LEUR APPLICATION :<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>1. Se rappeler que la seule m\u00e9thode pour avancer dans un environnement complexe est l\u2019exp\u00e9rimentation.<\/strong> Essai \u2013 Erreur. Retenir ce qui marche. Eliminer ce qui ne marche pas. La compr\u00e9hension viendra plus tard. Cette approche empirique est appliqu\u00e9e depuis toujours \u00e0 l\u2019extr\u00eame par Pixar. A partir d\u2019un concept de d\u00e9part, Pixar teste tout. Il y a eu, tout au fil du processus de production, 43 536 variantes de Nemo, 69 562 de Ratatouille, et 98 173 de Wall-E\u2026 Voil\u00e0 le chemin entre l\u2019id\u00e9e initiale et le succ\u00e8s final.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>2. Se donner les moyens de \u00ab capter \u00bb les signaux faibles, <\/strong>c\u2019est dire mettre en place des strat\u00e9gies pour enregistrerce qui est non pertinent \u00e0 l\u2019instant pr\u00e9sent mais  qui pourra trouver un sens plus plus tard. Se rappeler qu\u2019\u00e0 l\u2019instant pr\u00e9sent, dans la premi\u00e8re vie d\u2019un projet innovant, nul n\u2019est capable de distinguer le pertinent du non pertinent.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Malheureusement l\u2019esprit humain est ainsi c\u00e2bl\u00e9 qu\u2019<strong>il lui est n\u00e9cessaire d\u2019essayer de donner un sens pr\u00e9coces aux informations qui lui parviennent<\/strong>, ce qui conduit ensuite \u00e0 moins ressentir le besoin de tout tester (puisque l\u2019on a compris) et \u00e0 filtrer le bruit (puisque l\u2019on a identifi\u00e9 le signal)\u2026 L\u00e0 se situent probablement les deux p\u00e9ch\u00e9s capitaux de l\u2019innovateur ou de l\u2019entrepreneur en phase de d\u00e9marrage.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p style=\"font-size:25px\" class=\"has-text-color has-vivid-red-color wp-block-paragraph\"><a href=\"https:\/\/www.accuracy.com\/en_gb\/accuracy-talks-straight-3-fr\/\">&lt; Retourner sur Accuracy Talks Straight<\/a> <\/p>","protected":false},"excerpt":{"rendered":"<p>Les chiffres mentent Bruno MartinaudResponsable Acad\u00e9mique Entrepreneuriat, Ecole Polytechnique En 2009, Kevin Systrom (bient\u00f4t rejoint par son co-fondateur, Mike Krieger) travaille sur un projet de r\u00e9seau social g\u00e9olocalis\u00e9, proche de Foursquare. Ils r\u00e9ussissent \u00e0 convaincre Baseline Ventures et Andressen Horowitz d\u2019investir 500 000$ dans le projet. Ceci leur permet de s\u2019investir \u00e0 temps plein dans [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[60,1],"tags":[],"class_list":["post-22158","post","type-post","status-publish","format-standard","hentry","category-insights","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.9 (Yoast SEO v27.9) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Accuracy Talks Straight #3 - L&#039;angle acad\u00e9mique - Accuracy<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.accuracy.com\/en_gb\/accuracy-talks-straight-3-langle-academique\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Accuracy Talks Straight #3 - L&#039;angle acad\u00e9mique\" \/>\n<meta property=\"og:description\" content=\"Les chiffres mentent Bruno MartinaudResponsable Acad\u00e9mique Entrepreneuriat, Ecole Polytechnique En 2009, Kevin Systrom (bient\u00f4t rejoint par son co-fondateur, Mike Krieger) travaille sur un projet de r\u00e9seau social g\u00e9olocalis\u00e9, proche de Foursquare. Ils r\u00e9ussissent \u00e0 convaincre Baseline Ventures et Andressen Horowitz d\u2019investir 500 000$ dans le projet. 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