Find co-creators everywhere (with Exploding Kittens Inc.’s Elan Lee) | Masters of Scale

TL;DR

Elan Lee emphasizes co-creation and community in business scaling.

Transcript

it's the summer of 2011 in New York City after a long day at work you switch on the TV ready to unwind and gently fall asleep in front of Bob Ross painting his happy little clouds you grab the remote and begin to flip through the channels until a scene catches your eye 1 2 3 4 come take a ride come take a ride with the weirdest it's Wednesday night... Read More

Key Insights

• Elan Lee highlights the importance of co-creation, transforming consumers into stakeholders to enhance product development and community engagement.
• The Chris Gethard Show's success was driven by community involvement, where fans actively participated in the show's creation and production.
• Exploding Kittens' Kickstarter success was due to leveraging The Oatmeal's fanbase and engaging backers in creative challenges, emphasizing crowd over funding.
• Alan Lee's transition from Xbox to Exploding Kittens was driven by a desire to create games that prioritize player interaction over screen time.
• Carly McGinnis played a crucial role in fulfilling the massive Kickstarter orders, showcasing the importance of having a reliable and detail-oriented team member.
• Exploding Kittens' approach to game testing involved real families, enhancing product development through authentic feedback and fostering a sense of ownership.
• Elan Lee's collaboration with his daughter led to the creation of family-friendly games, demonstrating the value of diverse perspectives in product innovation.
• The success of Exploding Kittens in retail markets like Target and Walmart was achieved by consistently producing top-selling games, leveraging community-driven marketing.

Questions & Answers

Q: How did Elan Lee transition from Xbox to founding Exploding Kittens?

Elan Lee transitioned from Xbox to founding Exploding Kittens after realizing the isolating nature of video games. He wanted to create games that prioritized player interaction and community. This shift was sparked by a personal experience where he noticed his own games were driving a wedge between people, prompting him to resign and pursue a new kind of entertainment company.

Q: What role did The Oatmeal play in the success of Exploding Kittens?

The Oatmeal, created by Matthew Inman, played a significant role in the success of Exploding Kittens by providing a large, engaged fanbase. Inman collaborated with Elan Lee, bringing his artistic talent and audience to the project. This partnership helped catapult the Kickstarter campaign, leveraging The Oatmeal's popularity to reach a wide audience and secure funding quickly.

Q: How did Exploding Kittens engage its community during the Kickstarter campaign?

Exploding Kittens engaged its community during the Kickstarter campaign by focusing on the 'crowd' aspect rather than just funding. They set creative challenges for backers, such as submitting photos and videos, which fostered a sense of participation and ownership. This approach turned the campaign into a collaborative experience, enhancing community involvement and investment in the product's success.

Q: What was Carly McGinnis's role in the fulfillment of Exploding Kittens orders?

Carly McGinnis played a crucial role in fulfilling Exploding Kittens' massive Kickstarter orders. She managed logistics, coordinated with manufacturers, and ensured timely delivery despite challenges like lost cargo and production delays. Her organizational skills and ability to handle details complemented Elan Lee's creative vision, making her an essential part of the team in scaling the business.

Q: How did Exploding Kittens approach game testing differently from industry standards?

Exploding Kittens approached game testing by involving real families instead of traditional focus groups. They sent prototype games to backers, asking them to film their gameplay and provide feedback. This method allowed for authentic insights and a sense of ownership among testers, leading to better product development and fostering a community-driven atmosphere.

Q: What inspired Elan Lee to create family-friendly games with his daughter?

Elan Lee was inspired to create family-friendly games with his daughter after realizing that existing children's games lacked engagement for adults. His daughter suggested they 'fix' the games, leading to a collaborative effort to design games that were equally fun for both children and parents. This experience highlighted the value of diverse perspectives and co-creation in product innovation.

Q: How did Exploding Kittens achieve success in retail markets?

Exploding Kittens achieved success in retail markets by consistently producing top-selling games and leveraging community-driven marketing. By engaging their fanbase in the development and promotion of new games, they created a loyal customer base that demanded their products in stores. This strategy, combined with a focus on creating entertaining experiences, helped them secure partnerships with major retailers like Target and Walmart.

Q: What lesson does Elan Lee's story offer to entrepreneurs about co-creation?

Elan Lee's story offers the lesson that co-creation can be a powerful tool for entrepreneurs. By involving consumers, partners, and even family in the creative process, businesses can foster a sense of community and ownership. This approach not only enhances product development but also creates a loyal customer base that actively contributes to and promotes the brand, leading to sustainable growth and success.

Summary & Key Takeaways

• Elan Lee's journey from Xbox to founding Exploding Kittens highlights the power of co-creation in business. By transforming consumers into stakeholders, Lee emphasizes the importance of community in product development and scaling.

• The Chris Gethard Show exemplifies the value of community involvement, with fans actively participating in the show's creation. This approach parallels the success of Exploding Kittens, which leveraged The Oatmeal's fanbase and engaged backers in creative challenges.

• Exploding Kittens' success in retail markets like Target and Walmart was achieved through a focus on creating top-selling games and leveraging community-driven marketing, demonstrating the importance of diverse expertise and collaboration in business scaling.