The Lean Entrepreneur: How Visionaries Create Products, Innovate with New Ventures, and Disrupt Markets

The Lean Entrepreneur: How Visionaries Create Products, Innovate with New Ventures, and Disrupt Markets

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By (author) Brant Cooper, By (author) Patrick Vlaskovits, Foreword by Eric Ries

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  • Publisher: John Wiley & Sons Inc
  • Format: Hardback | 288 pages
  • Dimensions: 191mm x 244mm x 20mm | 680g
  • Publication date: 22 March 2013
  • Publication City/Country: New York
  • ISBN 10: 111829534X
  • ISBN 13: 9781118295342
  • Edition statement: Original
  • Sales rank: 170,549

Product description

You are not a Visionary...yet. The Lean Entrepreneur shows you how to become one. Most of us believe entrepreneurial visionaries are born, not made. Our media glorify business outliers like Bezos, Branson, Gates, and Jobs as heroes with X-ray vision who can look to the future, see clearly what will be, imagine a fully formed product or experience and then, simply make the vision real. Many in our entrepreneur community still believe that to be visionary, we must merely execute on a seemingly good idea and ignore all doubt. With this mindset, companies build doomed products in a vacuum; enterprises make ill-fated innovation investment decisions; and employees and shareholders come along for an uncomfortable ride. Falling prey to the Myth of the Visionary confuses talented entrepreneurs, product managers, innovators and investors. It leads us to heartbreaking, costly and preventable failures in new product and venture development. The Lean Entrepreneur moves us beyond this myth. It combines powerful customer insight, rapid experimentation and easily actionable data from the Lean Startup methodology to empower individuals, companies, and entire teams to evolve their vision, solve problems, and create value at the speed of the Internet. Anyone can be visionary. The Lean Entrepreneur shows you how to: Apply actionable tips, tricks and hacks from successful lean entrepreneurs. Leverage the Innovation Spectrum to disrupt existing markets and create new ones. Drive strategies for efficient market testing with Minimal Viable Products. Engage customers with Viability Testing and radically reduce time and budget for product development. Rapidly create cross-functional innovation teams that devour roadblocks and set new benchmarks. Bring your organization critical focus on the power of loyal customers and valuable products you can build to serve them. Leverage instructive tools, skill-building exercises, and worksheets along with bonus online videos.

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Author information

Brant Cooper helps organizations big and small move the needle. His startup career includes Tumbleweed, Timestamp, WildPackets, inCode, and many others. He has experienced IPO, acquisition, rapid growth, and miserable failure. Brant previously authored The Entrepreneur's Guide to Customer Development , the first purpose-written book to discuss lean startup and customer development concepts, earning a distribution of over 50,000 copies. Brant has worked with hundreds of entrepreneurs across the globe and is a sought-after speaker, having presented at leading companies such as Qualcomm, Intuit, Capital One, and Hewlett-Packard. Brant is reachable @brantcooper. He lives with (and continuously learns from) his two daughters, Riva and Eliza, near Swami's in Encinitas, California. Patrick Vlaskovits is an entrepreneur, author, and consultant, and more than anything wishes he were a polymath. His writing has been featured on the Harvard Business Review blog, the Wall Street Journal blog, and The Browser. Patrick routinely speaks at technology conferences nationally and internationally, including SXSW, GROW Conference, the Turing Festival, and the Lean Startup Conference. He co-founded two startups, currently advises multiple technology startups, and serves as a mentor for 500 Startups, a seed fund and startup accelerator. As a principal at Moves the Needle, he counts Fortune 100 companies in his client list. The Lean Entrepreneur is his second book. The first, The Entrepreneur's Guide to Customer Development , is a required course text for MBA and undergrad at universities such as the University of Chicago Booth School and Berkeley. He has also guest-lectured at Stanford and UCLA. For some unknown reason, Patrick holds a master's in economics from UC Santa Barbara. When he has spare time, he can be found on Orange County beaches with his family. Tweet at him @Pv and read his blog at vlaskovits.com.

Back cover copy

"The Lean Entrepreneur" shows you how to become a visionary"A sprawling overview of some of the biggest ideas in the start-up world."--SETH GODIN, Author "The Icarus Deception""The Lean Startup methodology has become a fundamentally critical approach to creating and building a startup. Brant and Patrick explain in a very accessible way, with extended case studies from a variety of exciting, contemporary startups, with awesome bonus illustrations from everyone's favorite robotic dinosaur, Fake Grimlock. If you are a startup entrepreneur, this is a must-read book for your startup journey."--Brad Feld, Managing Director, Foundry Group; co-founder, TechStars; and creator of the Startup Revolution series of books"If you're an entrepreneur, making stupid mistakes is inevitable. The Lean methodology will help you cut down on them drastically. Do yourself a favor and pick up "The Lean Entrepreneur." It will make your journey into the unknown much, much smoother."--Julien Smith, "New York Times" bestselling co-author of "Trust Agents""This fascinating new book shows that at the intersection of disruption and lean company thinking, there is a new world of: lean entrepreneurship--empowered individuals who bring the world kicking and screaming into the future. I can't wait."--Paul Kedrosky""The Lean Entrepreneur" cruises at 50,000 feet with a view of the context we are operating in today's economy. At the same time, it dives deep into key ways the new startup tools, frameworks, and mechanisms can be leveraged to take advantage of a world filled with uncertainty and opportunity."""--Scott Case, CEO, Startup America Partnership

Flap copy

You are not a Visionary . . . yet. "The Lean Entrepreneur" shows you how to become one.Most of us believe entrepreneurial visionaries are born, not made. Our media glorify business outliers like Bezos, Branson, Gates, and Jobs as heroes with X-ray vision who can look to the future, see clearly what will be, imagine a fully formed product or experience, and then simply make the vision real.Many in our entrepreneur community still believe that to be visionary, we must merely execute on a seemingly good idea and ignore all doubt. With this mindset, companies build doomed products in a vacuum; enterprises make ill-fated innovation investment decisions; and employees and shareholders come along for an uncomfortable ride.Falling prey to the Myth of the Visionary confuses talented entrepreneurs, product managers, innovators, and investors. It leads us to heartbreaking, costly, and "preventable" failures in new product and venture development."The Lean Entrepreneur" moves us beyond this myth. It combines powerful customer insight, rapid experimentation, and easily actionable data from the Lean Startup methodology to empower individuals, companies, and entire teams to evolve their vision, solve problems, and create value at the speed of the Internet.Anyone can be visionary. "The Lean Entrepreneur" shows you how to: Apply actionable tips, tricks, and hacks from successful lean entrepreneursLeverage the Innovation Spectrum to disrupt existing markets and create new onesDrive strategies for efficient market testing with Minimal Viable ProductsEngage customers with Viability Testing and radically reduce the time and budget for product developmentRapidly create cross-functional innovation teams that devour roadblocks and set new benchmarksBring your organization critical focus on the power of loyal customers and valuable products you can build to serve themLeverage instructive tools, skill-building exercises, and worksheets along with bonus online videos

Table of contents

Special Thanks ix Foreword xv Introduction xvii Chapter 1: Startup Revolution 1 The Myth of the Visionary (Take 1) 1 The Myth of the Visionary (Take 2) 4 Case Study: Disrupting Venture Capital 6 Which Is to Say, Disruption Hurts 12 Case Study: Customized Value Creation 21 And Cue the Lean Startup 23 Lean Startup, Please Meet the Lean Entrepreneur 25 Chapter 2: Vision, Values, and Culture 31 Vision and Values 31 Case Study: Is the Problem Really Solvable? 36 Lean into It: The Lean Startup Culture 38 Case Study: Experience-Driven Jumpstart 41 Case Study: KISSmetrics 45 Case Study: Root-Cause Analysis on Sales 50 Over the Horizon: A Framework 56 Case Study: Lean Startup Horizons 57 Chapter 3: All the Fish in the Sea 61 Case Study: The Ethology of the Fish 64 Know Your Audience: Why Segmentation Matters 66 Market Segment 70 Personas: Create a Fake Customer 71 Case Study: Salim's Fish Inventory 72 Choosing a Market Segment 74 Case Study: Carla's Dream Jobs 75 Case Study: It's in the Name 78 Chapter 4: Wading in the Value Stream 83 Articulating the Value Stream 83 Case Study: Seeing from Customer's View 85 Value-Stream Discovery 91 Case Study: AppFog's High Hurdle 102 Chapter 5: Diving In 109 Listen to Your Customers--or Not 110 Customer Interaction 113 Case Study: Don't Just Get Out of the Building, Get Out of the Country 115 Case Study: What's the Worst That Can Happen? 121 Case Study: A Nonprofi t Lean Startup 123 Chapter 6: Viability Experiments 131 The Infamous Landing Page 132 Concierge Test 134 Case Study: Curating User Experience 135 Wizard of Oz Test 139 Case Study: Idea to Wizard of Oz in under 90 Days 140 Crowd-Funding Test 141 Case Study: Two-Sided Market Lean Startup 143 Prototyping 146 Case Study: MVP: Motor Vehicle Prototype 148 Chapter 7: Data's Double-Edged Sword 151 Case Study: Disrupting the Undisruptable 155 New Products 158 Existing Products 163 Case Study: Instrumenting Growth 165 Chapter 8: The Valley of Death 169 Minimum Viable Product 171 Case Study: The Minimum Viable Audience 176 Case Study: Social Impact Lean Startup 180 Case Study: But My Marinara Is to Die For! 183 Case Study: O2, Telecom at the Speed of the Internet 189 Chapter 9: Real Visionaries Have Funnel Vision 193 Innovate the Funnel 195 Growth Waves 209 Case Study: Ten Lean Startup Buzzword Questions with Rob Fan 215 Chapter 10: The Final Word 225 Case Study: Drinking Kool-Aid and Eating Dog Food 229 Notes 237 Acknowledgments 241 About the Authors 244 Index 249