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Lean Media

Book Description

Lean Media is an innovative framework and toolset for media managers and creative professionals. Using examples and easy-to-understand best practices, author and media veteran Ian Lamont describes how new ventures and established teams can leverage Lean Media to eliminate waste, focus creativity, and better understand their audiences. For individuals who make media, founders of media ventures, and media professionals working in experienced teams, the Lean Media book explains how to streamline processes, lower costs, reduce the risk of failure, and ultimately create media that matters. As noted by Automattic's head of design and inclusion John Maeda, "Lamont has successfully taken concepts from the Lean Startup movement and applied them to media production projects."

Table of Contents

  1. Cover
  2. Copyright information
  3. Contents
  4. Introduction
    1. The Lean Media opportunity
    2. A long view of the media industry
    3. An introduction to business frameworks
    4. Understanding Lean Media, from theory to practice
  5. Chapter 1: Lean thinking in manufacturing and tech startups
    1. Standard criteria for success and failure in media
    2. Eric Ries and the Lean Startup
    3. The MVP
    4. Product/market fit vs. product/solution fit
    5. A lean approach to media?
  6. Chapter 2: A new media world
    1. Tremors in the music industry
    2. Challenges to the film and broadcasting industries
    3. Disruption in print, struggles in new digital formats
    4. Embracing new production tools
    5. The false allure of chubby media
  7. Chapter 3: Finding a lean fit for media content
    1. Media is not like other products
    2. Data doesn’t tell the whole story for media
    3. Finding product-market fit for media
  8. Chapter 4: Three Lean Media principles
    1. Principle #1: Reduce waste
    2. Principle #2: Understand audiences
    3. Principle #3: Focus creativity
    4. Example: The making of Led Zeppelin I
    5. Factors driving the band’s success
    6. The importance of the creative center
    7. Lean Media for small projects
  9. Chapter 5: The Lean Media flowchart
    1. A flowchart for media productions
    2. Modes Vu’s photography books
    3. A lean history of The Simpsons
    4. Touchpoints for feedback
  10. Chapter 6: Building a Lean Media team
    1. Who leads a Lean Media team?
    2. How small should the team be?
    3. When nonessential stakeholders get in the way
    4. Creative vs. business perspectives
    5. The role of marketing in a Lean Media project
  11. Chapter 7: Lean Media audiences
    1. Going beyond audience metrics
    2. Leveraging technology to connect with audiences
    3. Audience targeting
    4. Recruiting audiences for a Lean Media project
    5. Can test audiences be trusted?
    6. Test pods
    7. Surrogate audiences
    8. Checking outside of your target audience
  12. Chapter 8: Leveraging feedback for Lean Media
    1. Qualitative and quantitative audience feedback
    2. How traditional media uses professional feedback
    3. The problem with stakeholder feedback
    4. Audience metrics
    5. The lean approach to feedback
    6. Feedback at the Idea stage
    7. What if there are no fans?
    8. Overcoming mental roadblocks to prototype feedback
    9. Making plans for collecting feedback
    10. Soft launch feedback
    11. Dealing with disinterest
  13. Chapter 9: Pivot or abandon
    1. Chubby pivots
    2. Lean Media pivots
    3. Pivoting from one format to another
    4. Pivoting to new audiences
    5. Abandoning a project
    6. Onto the next project
    7. Strategic abandonment
  14. Chapter 10: The Lean Media project planner
    1. How to fill out the project planner
    2. A project planner for Napoleon Dynamite
    3. Using the project planner for video development
  15. Conclusion
  16. Acknowledgements
  17. About the author
  18. Bibliography
  19. Index