The Lean Inception Emails Campaign is a strategic sequence of messages designed to inform and engage workshop participants. The goal is to ensure that everyone has the necessary information and is aligned with the core concepts and steps of Lean Inception before the workshop begins.
Lean Inception Email Campaign: Why?
When scheduling a Lean Inception, I like to contact participants to ensure alignment and proper preparation. Previously, I would send a series of emails (or other forms of messaging) to share information and spark engagement.
Nowadays, with more resources available about Lean Inception and greater familiarity with the method, I sometimes opt for a single consolidated email. This email is often repurposed for meeting invitations, typically one for the entire workshop team and another specifically for the Kick-off and Showcase (as explained in this post).
After sending the common email to all participants, I follow up with role-specific emails tailored to their functions (business, tech, UX, stakeholder). You can find examples of this content below.
To assist with planning and execution, I’ve created this guide with suggestions for organizing your email campaign. It provides options for sending a single comprehensive email or breaking the information into smaller, more targeted messages.
Lean Inception Email for All Participants – Option 1: A Single Comprehensive Email
Send an email consolidating all key information. This format is ideal for teams who prefer everything in one place.
Subject: [Lean Inception] Everything You Need to Know Before the Workshop
Content:
Hi [Participant Name],
I’m preparing for our Lean Inception and want to ensure you have all the necessary information to make the most of this experience.
What is Lean Inception?
Lean Inception is a collaborative workshop that brings together a team to align expectations and define the Minimum Viable Product (MVP). Over a structured week of activities, the workshop ensures that everyone shares a clear vision of the product, its priorities, and a concrete plan for the next steps.
Inception and MVP
In agile projects, delivering value incrementally and frequently is essential. A key success factor is aligning the product with user needs and business objectives. Lean Inception plays a crucial role in defining and planning the MVP (Minimum Viable Product).
The MVP is the simplest functional version of a product that can be released. It is designed to meet essential customer needs without extensive prototyping or development cycles that often result in wasted time and resources. The focus of the MVP is on quickly validating the minimum requirements to ensure the project direction aligns with expectations.
To kick off an agile project successfully, it’s crucial for the team and stakeholders to share a common vision of the business goals and user needs. This is where Lean Inception shines, helping clarify the critical components of the MVP and build an effective plan for moving the project forward.
The Inception Workshop
Over a week of collaborative work, the Inception provides a practical structure that allows the team to:
- Understand the product’s goals;
- Identify key users and their needs;
- Define essential functionalities to estimate the required effort;
- Develop an incremental release strategy for the MVP.
Collaborative Activities in Lean Inception
To achieve these goals, Lean Inception uses a variety of collaborative activities, such as:
- Describing the product vision: Creating a shared understanding of the purpose and expected outcomes.
- Prioritizing business goals: Identifying what’s most important for success.
- Mapping users and their needs: Understanding different personas and their needs.
- Outlining the high-level functional scope: Defining boundaries and essential features.
- Assessing risks, effort, and business value: Gaining a clear view of what’s feasible and valuable.
- Establishing an incremental sequence for the MVP: Planning progressive releases to quickly validate value.
- Estimating costs and delivery timelines: Clarifying resources and timeframes needed to execute the plan.
With Lean Inception, teams align expectations, reduce waste, and create a safer, more efficient path to delivering customer value.
Activities in Lean Inception
Here’s a list of suggested activities, along with brief descriptions. As a facilitator, I want to emphasize that the agenda is flexible and may be adjusted based on information collected throughout the workshop. The ultimate goal of the workshop takes precedence over the specific objectives of each session. If necessary, I will adapt activities to ensure the best possible outcome.
- Kick-off: Initial alignment on business goals and expectations.
- Product Vision: Collaborative understanding of the product’s need.
- Product Objectives (Is – Is Not – Does – Does Not): Consensus on what is essential.
- Personas: Definition of user profiles and their goals.
- User Journeys: Mapping user steps and their interaction with the product.
- Features Brainstorming: Generation of functionalities aligned with personas and journeys.
- Technical, UX, and Business Review: Alignment on feasibility and value.
- Sequencer: Prioritization and planning of MVP features and product increments.
- MVP Canvas: Creation of a visual MVP plan, including proposal, metrics, costs, and schedule.
- Showcase: Final review and presentation of results.
Are you a stakeholder or an active team member?
In Lean Inception, the scheduled agenda includes two types of sessions corresponding to different levels of participation: stakeholders and active team members. But how do you know which group you belong to? Here’s a description:
Active Team Member
An active team member is anyone directly involved in understanding and implementing the product. These participants must actively engage in all workshop sessions, contributing their ideas and knowledge to each activity.
This group includes:
- Product Owners (POs)
- Developers
- Testers
- Project Managers
- Product Managers
- Technical Leads
- UX Professionals
Stakeholder
A stakeholder is anyone impacted by the project but unable to participate in all sessions due to time or priority constraints. They have significant interest in the direction and outcomes of the Inception and typically attend only key sessions, such as the Kick-off and Showcase.
This group includes:
- Sponsors
- Product Owners from other teams
- End users
- Professionals from other areas
Knowing your role in the Lean Inception helps structure your participation and ensures the workshop is productive for everyone involved.
The Facilitator’s Role in Lean Inception
I will be the facilitator for your Lean Inception, and my role is to guide discussions and ensure the activities flow efficiently, promoting collaboration among all participants. While I lead the process, I will not make decisions for the group. My goal is to create an environment where everyone can contribute in a structured and productive way.
My main responsibilities as a facilitator include:
- Introducing activities and clarifying questions about the process.
- Maintaining a neutral stance during discussions, helping the group identify needs and make decisions.
- Structuring interactions and ensuring all participants contribute actively.
- Using techniques like brainstorming and visual tools (post-its, markers, flipcharts) to foster creativity and organization.
- Facilitating workspace organization, optimizing the environment for collaboration.
As a facilitator, my goal is to support the team in achieving exceptional results. I am here to ensure that the workshop goals are met with alignment, efficiency, and active participation from everyone.
Resources to Prepare
Here are some materials to help you get ready:
- Video: What is a Lean Inception?
Watch the video presented by Paulo Caroli at February 2020 at Warsaw. - Article: Lean Inception – Learn How to Align People and Build the Right Product
Read the main article about Lean Inception on the Caroli.org website - Podcast: Listen to this podcast episode on Lean Inception for the Tech Journal
- Article: Lean Inception on Martin Fowler’s Website
Discover more about Lean Inception in the article published on Martin Fowler’s site - Training: Recorded Course Lean Inception Foundation
Access the recorded online training with Paulo Caroli on Lean Inception Hub, by Caroli.org. - Book: Lean Inception – How to Align People and Build the Right Product
Learn more about the Lean Inception method in Paulo Caroli’s book:
Available on Amazon
Final Reminder and Expectations
The Lean Inception is just a few days away, and I want to reinforce some important details:
Dates and Times:
The workshop will take place from [start date] to [end date], from [start time] to [end time].
Location or Workshop Link:
[Insert physical location or virtual access link]
What to Bring:
Be ready to collaborate and share your ideas. Come with lots of energy to contribute!
Remember to review the recommended materials and prepare to explore ideas, discuss priorities, and align the team. Your active participation will be critical to the success of this journey.
I’m available for any questions.
Best regards,
[Facilitator Name]
Lean Inception Email for All Participants – Option 2: Separate Emails
If you prefer to divide the information into multiple emails, follow this schedule:
Introduction to Lean Inception
Subject: [Lean Inception] What You Need to Know Before the Workshop
Content: What Lean Inception is and who participates.
The Agenda for Lean Inception
Subject: [Lean Inception] Get to Know the Workshop Agenda
Content: A list of sessions and their descriptions.
Resources to Prepare
Subject: [Lean Inception] Tips and Materials to Get You Started
Content: Links to videos, articles, free online training, and the Lean Inception book.
Final Reminder and Expectations
Subject: [Lean Inception] It’s Almost Time!
Content: A final summary with guidance and expectations.
Lean Inception Email for Discovery and/or UX Research Professionals
Below is the email content I send to those involved in Discovery and/or UX Research before the Inception.
Subject: Your Participation in Lean Inception
Hi [Name],
We’re excited about your participation in Lean Inception! Your experience with Discovery and/or UX Research will be invaluable for enriching the process and bringing key insights about the initiative’s context.
What We Expect from Your Contribution
Kick-Off Presentation
During the Kick-Off, you’ll briefly share the main findings of your research, including:
- Business expectations for this initiative.
- Insights about the users, potential customers, or buyers of the solution.
This presentation will help set a clear starting point for discussions and activities in the workshop.
Active Participation in All Activities
Your perspective will be essential throughout the workshop. We hope you’ll share insights while also listening to the views of business and technology. This collaboration is key to achieving a strategic balance in decisions about the roadmap and MVP.
Adapting to the Context
- Short Preparation Period: If the pre-Inception period was brief, don’t worry. During the workshop, we’ll engage in activities that allow us to explore how users are expected to interact with the solution, adjusting expectations and validating ideas.
- Long and Detailed Preparation Period: If your research generated a significant amount of information and definitions about the product, it’s important to participate as an active member while remaining open to business and technology perspectives. This ensures balanced decisions and a strategy aligned with all pillars.
Activities for Personas and Journeys
Even if you’ve already worked on these aspects, your contribution will be crucial to aligning the group’s perceptions. Your expertise will help validate and enrich the personas and journeys defined in collaboration with the team.
Review of Features and Strategy
During feature review and sequencing, your input will be critical to:
- Assess how well the features meet user needs.
- Contribute to strategic decisions about incremental product evolution.
MVP Definition and Showcase
Your participation will be vital in defining the MVP, ensuring a balance between business objectives, user needs, and technical feasibility. The Showcase will be the time to celebrate achievements and validate the results.
P.S.: Working with an MVP ensures a continuous flow of user feedback. Discovery and user interaction will remain ongoing processes throughout the product’s evolution!
We’re in This Together for Success! We’re confident your participation will make a significant difference, ensuring the decisions made during Lean Inception align with the initiative’s context and the team’s goals.
If you have any questions or suggestions, feel free to reach out!
Best regards,
[Facilitator’s Name]
Lean Inception Email for Technical Participants (Devs)
Below is the content of the email I send to the more technical participants (Dev, QA, Data, DevOps, engineers, etc.) who will take part in the inception.
Subject: Your Participation in Lean Inception
Hi [Name],
We’re excited to have you join the Lean Inception! As a developer, your role is essential to ensure that we build the right MVP, aligned with business needs, user expectations, and technical feasibility. Below is what we expect from you throughout the workshop:
Presentation and Active Participation
- Participate in all Lean Inception activities, bringing your technical insights and helping the team assess what is feasible to implement.
- Contribute your perspectives to ensure the MVP is technically viable and aligned with the product’s evolution strategy.
Key Sessions for Developers
- Technical, Business, and UX Review: Evaluate functionalities, discussing non-functional requirements, risks, and feasibility.
- Mapping Features to Journeys: Help the team connect features to user journeys.
- Feature Sequencer: Contribute to prioritizing deliveries, focusing on incremental development.
- MVP Canvas: Assist in estimating effort, costs, and schedules, ensuring alignment with the team and business expectations.
What Not to Do Now
- Excessive Technical Detailing: Avoid creating a detailed backlog of stories or tasks. This will be addressed after the inception week and throughout the project.
- Complete Architecture: Focus on the MVA (Minimum Viable Architecture) necessary for the MVP without anticipating architectural decisions that may change.
Your Contribution is Vital
Your participation will help the team create a realistic plan, validate hypotheses, and ensure the MVP meets both business and user needs. We rely on your expertise to mitigate technical risks and build a solid foundation for the product’s success.
If you have any questions, we’re here to help. Looking forward to seeing you at Lean Inception!
Best regards,
[Facilitator’s Name]
Lean Inception Email for Business & Product people
Subject: Your Participation in Lean Inception
Hi [Name],
We are thrilled to have you lead this team during the Lean Inception! As the person responsible for bringing the business perspective, your active participation will be essential for the success of the workshop and to ensure alignment and commitment from everyone.
What We Expect from Your Participation
Actively Participate in All Activities
Even if you already have a clear vision of the product, it’s important to actively participate in all sessions. These collaborative activities are an opportunity to engage the team, secure everyone’s commitment, and ensure genuine alignment.
Product Vision Session: Use this moment to collaboratively build the vision with the team. Share your perspective and expectations during the Kick-off, but participate in the activity to make everyone feel part of the definition. A team involved in creating the vision is more committed to delivering results.
Bring the Business Perspective to Every Step
- Personas and Journeys Activities: Help identify the most critical personas and journeys for the business. Your strategic insight will be crucial for prioritizing needs.
- Technical, UX, and Business Review: Contribute the business perspective for each feature, balancing business, UX, and technical needs.
Lead Balance and Alignment
Your role isn’t to give orders or define everything alone, but to collaborate as an active participant, always seeking a balance between business, technology, and user experience perspectives.
- Help the team understand the “why” behind business decisions and how each feature contributes to strategic goals.
Strategy and Results
- Sequencer and MVP Canvas: You’ll be instrumental in leading the definition of the roadmap and MVP, aligning what’s needed to meet business expectations, success metrics, and desired outcomes.
- Showcase: During the conclusion, your presence will help consolidate alignment and present the results clearly and effectively.
Tips for the Workshop
- Use each session as a moment of engagement. Remember, a developer who helped write the product vision will be more committed to achieving it than someone who only received instructions.
- Collaborate openly and listen to the team’s diverse perspectives. This will strengthen alignment and improve decision quality.
Your Leadership is Key
Your leadership during Lean Inception will be critical to making this initiative a milestone for the team and the product. We’re counting on you!
If you need any support or have questions, feel free to reach out.
Best regards,
[Facilitator’s Name]
Lean Inception Email for Stakeholders
Subject: Your Participation in the Lean Inception Kick-Off and Showcase
Hi [Name],
We are very grateful for your interest in Lean Inception and your willingness to participate in the Kick-Off and Showcase. Your presence at these key moments will be essential to the alignment and success of this workshop.
What We Expect from Your Contribution
During the Kick-Off
During the Kick-Off, you will have the opportunity to share your expectations, priorities, and insights about the product or project. This is the moment to align the strategic reasons behind the initiative and ensure the team understands the business goals we aim to achieve. Your vision will serve as a valuable guide to orient the team’s work throughout the workshop.
During the Showcase
At the conclusion of the workshop, during the Showcase, you will see the results achieved by the team and provide constructive feedback. This will be an opportunity to validate decisions made and align the next steps, reinforcing everyone’s commitment to the defined goals.
Your Involvement in the Workshop
We understand that your time is valuable and that your schedule might not allow you to participate in all Lean Inception activities. We completely respect and understand this.
Conversations and alignments occur continuously throughout the workshop, and the activities are carefully planned to ensure flow and active participation from all team members. For this reason, we recommend avoiding joining activities midway, as it may disrupt the team’s progress.
That said, you are always welcome to:
- Join at the start of the day: To check on the progress so far.
- Join at the end of the day: To review results and discuss the next steps of the workshop.
And, of course, if you choose to participate in all activities as an active member, we’d be thrilled to have your presence throughout the workshop!
Together for Product Success!
Your contribution during the Kick-Off and Showcase will be fundamental in ensuring that the Lean Inception meets business expectations and is a success.
If you have any questions or need more information, please feel free to reach out.
Thank you very much, and see you soon!
Best regards,
[Facilitator’s Name]
Lean Inception Email Campaign – Send Them Now!
Choose the format that best suits your audience. Whether it’s a single comprehensive email or a strategic sequence, the important thing is to ensure that all participants are well-prepared for the success of the workshop.
