{"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\/fr\/accuracy-talks-straight-3-langle-academique\/","title":{"rendered":"Accuracy Talks Straight #3 - L'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 cofondateur, 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'investir 500 000$ dans le projet. Ceci leur permet de s'investir \u00e0 temps plein dans l'aventure. Un an plus tard Burbn est lanc\u00e9 sous la forme d'une application iPhone qui permettait d'enregistrer des lieux, de planifier des sorties, de poster des photos, etc. L'application est massivement t\u00e9l\u00e9charg\u00e9e, mais le verdict est sans appel : les utilisateurs, beta-testeurs, n'aiment pas du tout. Trop encombr\u00e9e, trop fouillie, ils s'y perdent et ont arr\u00eat\u00e9 pour la plupart de l'utiliser. Echec patent. Rien que de tr\u00e8s normal, l'entrepreneur, 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'arr\u00eata pas l\u00e0, car il remarqua un fait d'apparence anodine, l'usage dans la fonction de partage de photos (une parmi tant d'autres) semblait \u00eatre le fait d'un petit nombre d'utilisateurs r\u00e9guliers... 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'un petit nombre de personnes, cach\u00e9es dans une majorit\u00e9 qui n'aimait pas Burbn, utilisaient l'app 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... L'approche rationnelle est d'acter le fait et de passer \u00e0 la suite... Mais s'y cachait un signal faible porteur de potentiel.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L'histoire 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'autorisation de mise sur le march\u00e9.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Si l'on se rappelle que le d\u00e9veloppement d'une nouvelle mol\u00e9cule repr\u00e9sente un investissement d'environ 1Mde, cela signifie qu'environ 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'un au sein des \u00e9quipes de Pfizer remarqua que certaines personnes dans l'\u00e9chantillon de test ne restituaient pas les pilules qu'ils n'auraient 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'efficacit\u00e9 de la mol\u00e9cule. Quelques cellules atypiques dans un tableau de 300 colonnes par 100 000 lignes... 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'\u00e2ge et de sexe...<\/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'on pourrait juxtaposer \u00e0 l'infini, se trouve une observation simple : <strong>un projet innovant, une start-up qui d\u00e9marrent sont des aventures exploratoires...<\/strong>Explorer c'est d'abord se rappeler que je ne sais pas ce qui marche et ne marche pas dans mon id\u00e9e. C'est reconna\u00eetre que je suis confront\u00e9 \u00e0 des probl\u00e9matiques complexes dont je ne cerne pas les variables descriptives, ne comprend 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'illustre Burbn, peuvent cacher une p\u00e9pite.<\/strong> Mais l'inverse 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 \" scaler \" rapidement et contr\u00f4ler le march\u00e9... si ce n'est que les ventes, bien loin de cro\u00eetre, se sont stabilis\u00e9es puis ont d\u00e9clin\u00e9. En fait ces 30 000 n'\u00e9taient pas le signe pr\u00e9curseur d'une adoption massive et rapide, mais l'essentiel du march\u00e9 adressable. Apr\u00e8s une p\u00e9riode d'errement, d'interrogation, de doute et de recherche, elle a finalement trouv\u00e9 un march\u00e9 B2B, centr\u00e9 sur une offre de service, lequel s'appuie sur l'objet connect\u00e9.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Toute l'ironie de l'affaire est que de bons chiffres pr\u00e9coces ne signifie pas que l'on 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'exp\u00e9rimentation.<\/strong> Essai - 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'extr\u00eame par Pixar. A partir d'un 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... Voil\u00e0 le chemin entre l'id\u00e9e initiale et le succ\u00e8s final.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>2. Se donner les moyens de \" capter \" les signaux faibles, <\/strong>c'est dire mettre en place des strat\u00e9gies pour enregistrererce qui est non pertinent \u00e0 l'instant pr\u00e9sent mais qui pourra trouver un sens plus plus tard. Se rappeler qu'\u00e0 l'instant pr\u00e9sent, dans la premi\u00e8re vie d'un projet innovant, nul n'est capable de distinguer le pertinent du non pertinent.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Malheureusement l'esprit humain est ainsi c\u00e2bl\u00e9 qu'<strong>il lui est n\u00e9cessaire d'essayer 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'on a compris) et \u00e0 filtrer le bruit (puisque l'on a identifi\u00e9 le signal)... L\u00e0 se situent probablement les deux p\u00e9ch\u00e9s capitaux de l'innovateur ou de l'entrepreneur 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\/fr\/la-precision-parle-franchement-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\/fr\/accuracy-talks-straight-3-langle-academique\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\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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