We did not invent or discover pretotyping, it's something that a small number of innovators do naturally. As a matter of fact, our concept and formulation of pretotyping was formed by reading and hearing stories about such innovators and the evolution of their ideas.
But what these innovators were doing naturally did not have a name. And we thought it deserved one.
We initially coined the term pretendotype because the most unique aspect of this approach was to pretend or imagine the intended functionality. However, since pretendotype was quite a mouthful, we simplified it to pretotype.
But what these innovators were doing naturally did not have a name. And we thought it deserved one.
We initially coined the term pretendotype because the most unique aspect of this approach was to pretend or imagine the intended functionality. However, since pretendotype was quite a mouthful, we simplified it to pretotype.
History of Pretotyping
In 2009, as Innovation Agitator at Google, Alberto Savoia created the “Unleash the Innovators Manifesto” (the first appearance of the word “pretotype” in print). In 2009/2010 he began teaching "Pretotyping for Innovators" at Google and, through his work with Googlers, evolved that first manifesto into the “The Pretotyping Manifesto.”
After several years of refining these ideas at Google, Alberto became actively involved with the Stanford Technology Ventures Program. At Stanford he teamed up with Richard Cox Braden and Tina Seelig, who were lecturing at Stanford’s Hasso Plattner Institute of Design (the d.school).
Over the next few years Alberto and Rich worked to perfect the techniques (and the pedagogy) of pretotyping with Stanford students and Silicon Valley companies. They also spread the ideas to a broader, global audience through workshops, seminars, and keynotes.
Leslie Barry immediately saw the potential impact of pretotyping during one of those workshops with Alberto, and became the #1 evangelist for pretotyping. Convinced that pretotyping could transform companies into Apex Innovators, Leslie worked to prove pretotyping in the market. Working with Alberto, Leslie honed the tools and principles to maximize real-world impact.
The three of them, along with a growing network of enthusiasts, work with growing companies still finding their place, and already successful companies that want to join the ranks of the Apex Innovators.
Together they have forged, tested and perfected pretotyping into an accessible (but powerful) set of tools and techniques to help innovators, product managers, and entrepreneurs make sure that they are building the right it before they build It right.
Over the next few years Alberto and Rich worked to perfect the techniques (and the pedagogy) of pretotyping with Stanford students and Silicon Valley companies. They also spread the ideas to a broader, global audience through workshops, seminars, and keynotes.
Leslie Barry immediately saw the potential impact of pretotyping during one of those workshops with Alberto, and became the #1 evangelist for pretotyping. Convinced that pretotyping could transform companies into Apex Innovators, Leslie worked to prove pretotyping in the market. Working with Alberto, Leslie honed the tools and principles to maximize real-world impact.
The three of them, along with a growing network of enthusiasts, work with growing companies still finding their place, and already successful companies that want to join the ranks of the Apex Innovators.
Together they have forged, tested and perfected pretotyping into an accessible (but powerful) set of tools and techniques to help innovators, product managers, and entrepreneurs make sure that they are building the right it before they build It right.
The key players
Alberto Savoia | Founder of PretotypingAlberto is a serial innovator and entrepreneur driven by engineering great solutions for large technology giants and small startups. After early success in pre-IPO Sun Microsystems and Google (including being the first Engineering Director at Google and launching Google’s AdWords product), he launched two of his own startups. He then returned to Google as their Innovator At Large. Since that time he has been a thought leader, helping successful companies become more successful with the tools, techniques, and tactics they need to become Apex Innovators.
In 2019 he published the official pretotyping book, "The Right It", through HarperOne. |
Leslie Barry | CEO ExponentiallyLeslie partnered with Alberto in 2016 to bring pretotyping to Australia and New Zealand. He has lead innovation teams at major Australian companies and has co-founded numerous startups, selling two. This passion led Leslie to the world of pretotyping and he works with leading Australian and international companies, startups, and innovation investors, sharing his extensive knowledge and experience and helping build a growing community of pretotyping experts.
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Other major contributors
Jeremy Clark:Innovation expert Jeremy Clark partnered with Alberto in 2011 to further develop and teach pretotyping through seminars, workshops and his own book "Pretotyping@Work." Jeremy is currently a principal at Xerox PARC's Innovation Services group where he helps technology companies to articulate and action innovation strategy, discover and develop breakthrough opportunities, and transform innovation practice.
Patrick Copeland: Pretotyping would not have flourished without the contributions, support and evangelism of Patrick Copeland at Google. Patrick is currently Vice Presidents at Amazon's Consumer Division.
Carlo Alberto Pratesi: Full professor of Business Administration at Università Roma Tre where he teaches Marketing, Innovation and Sustainability. Professor Pratesi has been involved in the initial development and teaching of pretotyping when he first met with Alberto Savoia and Jeremy Clark during a visit to Stanford University in 2010.
Leonardo Zangrando: Leonardo translated the original booklet "Pretotype It" in Italian and since then has been a passionate coach, teacher, and practitioner of pretotyping. These days, Leonardo is busy as the founder of Startup Warf (http://startupwharf.com/) where he puts pretotyping to help marine innovators make sure that their ideas will "float".