Acclaim for THE LEAN STARTUP

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Contents Cover Title Page Copyright Dedication Introduction Part One VISION 1. Start 2. Define 3. Learn 4. Experiment Part Two STEER 5. Leap 6. Test 7. Measure 8. Pivot (or Persevere) Part Three ACCELERATE 9. Batch 10. Grow 11. Adapt 12. Innovate 13. Epilogue: Waste Not 14. Join the Movement Endnotes Disclosures
Page 2 and 3: Acclaim for THE LEAN STARTUP
Page 4 and 5: —Geoffrey Moore, author, Crossing
Page 7: Copyright © 2011 by Eric Ries All
Page 11 and 12: Introduction S top me if you’ve h
Page 13 and 14: can be engineered by following the
Page 15 and 16: product vision. These supposed xes
Page 17 and 18: entrepreneurship, the movement has
Page 19 and 20: have neither. The second problem is
Page 21 and 22: shooting in the dark. We are relyin
Page 23 and 24: Part One VISION
Page 25: previous time in history. This has
Page 29 and 30: manufacturing is measured by the pr
Page 31 and 32: Every new version of a product, eve
Page 33 and 34: Products change constantly through
Page 35 and 36: 2 DEFINE WHO, EXACTLY, IS AN ENTREP
Page 37 and 38: ecosystem regardless of company siz
Page 39 and 40: In 2009, a startup decided to try s
Page 41 and 42: accountable. In other words, cultiv
Page 43 and 44: signicant number of existing custom
Page 45 and 46: 3 LEARN A s an entrepreneur, nothin
Page 47 and 48: ventures that had failed, and we we
Page 49 and 50: moving parts that we had to cut a l
Page 51 and 52: Out of desperation, we decided to t
Page 53 and 54: eight.” We had no idea how many i
Page 55 and 56: eliminate it has allowed lean compa
Page 57 and 58: trying to convince investors, emplo
Page 59 and 60:
gathered suggested new experiments
Page 61 and 62:
entrepreneur in residence. I’ve a
Page 63 and 64:
FROM ALCHEMY TO SCIENCE The Lean St
Page 65 and 66:
1. It had more accurate data about
Page 67 and 68:
nicely. Yet despite all that work,
Page 69 and 70:
second time? How many are willing t
Page 71 and 72:
finding justified the significant e
Page 73 and 74:
them to dry, which takes two to sev
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and innovation to make the agency m
Page 77 and 78:
have the opportunity to closely mon
Page 79 and 80:
Part Two STEER
Page 81 and 82:
This Build-Measure-Learn feedback l
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objectively; they are also invaluab
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spent. In other words, Facebook als
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The problem with analogies like thi
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the biggest market opportunities in
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To demonstrate, take a look at the
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conversations were designed to answ
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6 TEST G roupon is one of the faste
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At IMVU, when we were raising money
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Most entrepreneurs approach a quest
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made a video. The video is banal, a
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sign up for a new service sight uns
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city?” and the technology flails.
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with humans replicating pieces of t
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we are not even sure who the custom
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quality products, but only in servi
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of these cases, there is an easy so
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7 MEASURE A t the beginning, a star
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changes we’ve made are related to
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For example, a startup might create
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INNOVATION ACCOUNTING AT IMVU Here
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This graph represents approximately
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might, we were getting straight C
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When I meet with those teams, there
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much more exciting. That’s why I
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important connection: “I have thi
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equirements of the product owner (t
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was judged by its ability to improv
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The questioning inspired the team t
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I have implemented this system with
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Even more important than reducing w
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from their actions. Human beings ar
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metrics, “auditable,” is so ess
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8 PIVOT (OR PERSEVERE) E very entre
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1. Customers would be interested en
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easy; it is to make sure that there
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@2gov had a slightly dierent set of
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leap-of-faith questions, David conc
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the U.S. population and has deliver
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pivot or persevere, whether to chan
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THE PIVOT OR PERSEVERE MEETING The
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2. The game would grow using the vi
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not launched its current product, t
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A customer segment pivot is an espe
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incorrectly as a synonym for change
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Value Capture Pivot There are many
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similar to that of a successful com
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Part Three
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Start Your Engines Most of the deci
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accounting method described in Part
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is so named because it has a batch
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producers. Over time, that capabili
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they immediately would release a ne
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in consumer electronics. The latest
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Small Batches in Education Not ever
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change, you could roll it out immed
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The original version had been years
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warehouses immediately shrink, as t
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This has enabled Alphabet Energy to
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THE STARTUP WAY
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companies had used their early succ
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We saw in Part Two how important it
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suited to testing the value hypothe
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and its speed is determined by a si
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Imagine that the rst company uses G
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those were all services the company
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ying out of the factory as fast as
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Chapter 6 emphasized the importance
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11 ADAPT W hen I was the CTO of IMV
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eward extreme polarization, that’
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what we have learned to get to work
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3. Why was it not lubricated sucien
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I used the example of engineering t
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When blame inevitably arises, the m
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sometimes will devolve into the Fiv
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game players in the world. More tha
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Tony relates, “As the new master
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and installation into Continuous In
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planning. In other words, it is com
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problems that aict large-batch deve
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Historically, QuickBooks had been b
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successful startup expect to have y
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Scarce but Secure Resources Divisio
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development.1 On the ip side, I kno
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spent debating the data because, in
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can we protect the internal startup
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are considered real and the innovat
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Once the market for the new product
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to train new team members in the ne
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It took a constant eort to consider
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online, and suggestions for how you
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extremely harmful and required the
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century, too, before people knew ab
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good system must be that of develop
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spawned to correct those deficienci
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test the impact of those factors on
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vision but not to abandon it. We wo
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yourself. The Lean Startup Wiki Not
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• Ash Maurya has emerged as a lea
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The idea of the Build-Measure-Learn
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350000-downloads-for-snapt
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93% log in at least once a month.
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more on Dropbox’s success, see
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you move the pile around between st
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article2/0,2817,35549,0
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Acknowledgments I owe a tremendous
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Telepathy, designed and built the w
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About the Author ERIC RIES is an en
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Acclaim for THE LEAN STARTUP

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