Principles. Screen. Grow.

As a start-up you need a real disruptive plan to survive. You will face many questions, new concepts, and lack time. To screen, and grow ideas we simplified complex material to 7 core principles guiding the work. This will ensure that time, which is your (and our) most precious resource, is spent there where it will matter most, ultimately driving the highest economic growth. 

  1. Create economic growth, new jobs

  2. Anchor on a Problem Worth Solving 

  3. Make competitors ignore you

  4. Drive disciplined experimentation 

  5. Inject exponentiality into your business 

  6. Be hungry for profit and patient for growth

  7. A team with a dream – scientists, not cheerleaders

1. Create economic growth, new jobs

Create economic growth, new jobs. Growth-creating innovation
Democratize solutions or create new markets

2.Anchor on a Problem Worth Solving

If I had an hour to solve a problem, I would spend 59 minutes thinking about the problem and 1 minute thinking about solutions.
Albert Einstein
Job to be done. Key to success

3. Make competitors ignore you

4.Drive disciplined experimentation

3 questions to prove
Prioritize assumptions to test

5. Inject exponentiality into your business 

6. Be hungry for profit and patient for growth

  • Avantgarde fashion brand, launched in Amsterdam, Paris and Berlin

  • Great PR, but stores not stocking

  • Sales with family, friends and fools



  • Learn and find the ultimate proposition (and profit formula) before scaling up

  • Create conditions for patience: Finance, reputation

7. A team with a dream
– scientists, not cheerleaders

  • Have a dream and conditions to persevere
    “How you react to adversity is what defines you”


  • Have Innovator’s DNA: Associating, Questioning, Observing, Experimenting, Networking

  • Know you, how to be good: Firestarter, trailblazer, mountaineer, cartographer, outsider

  • Secure A-players, different skills: Hustler Hacker Hipster

  • Fight dysfunctions of a team: Absence of trust, fear of conflict, lack of commitment, (avoidance of accountability, inattention to results

How we apply these principles

Phase 0. Create and share idea

Decision: Establish 1st contact

  • Clear problem worth solving

  • Sense that our way of thinking is right for you

  • Initial stage (<€300k investment)


  • Identifying the customer, unmet job to be done in a particular circumstance

  • Developing and documenting the idea - how will you create, deliver and capture value


The first 3 steps once you have an idea

Business plan example

Phase 1: Evaluate
Decision at the end: Start work together

  • Truly disruptive plan in the making (match with 7 principles)

  • Clarity on critical assumptions to be tested

  • Openness to learn & adjust


  • Understand problem & solution, profit formula, delivery model - and test & learn status incl. key uncertainties

  • Challenge ways to improve disruption potential: a 'must-have' for a specific Customer-Job-Circumstance (CJC), growth-creating, avoiding competition

  • Co-founder debate

  • Agree on terms


Phase 2: Invest

Decision at end: Invest €100- 300k

  • Truly disruptive plan, early profitability an option

  • Clear test & learn plan (how to de-risk key uncertainties)

  • Trust in team

Activities (>40 hrs spent together):

  • Finding co-investor with relevant assets

  • Challenge specifics with selected expert

  • Interview team members

  • Agree on terms


Phase 3: Earn right to scale (leading to investment with VC/ Seed funding)

Feedback by tomorrow.

We can give you our expertise and pragmatic firepower in 24 hours. Speak to 
Bas.Kemme or to get started.

© 2020 by Dutch Disruptive Ventures