"A sprawling overview of some of the biggest ideas in the start–up world."
Author The Icarus Deception
praise for the lean entrepreneur
"The Lean Startup methodology has become a fundamentally critical approach to creating and building a startup. Brant and Patrick explain this 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 entrepreneurshipempowered individuals who bring the world kicking and screaming into the future. I can′t wait."
Paul Kedrosky, Editor, Infectious Greed
"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
Chapter 1: Startup Revolution 1
Bytes Eating the World 2
The Value–Creation Economy 4
Cue the Lean Startup 8
Meet the Lean Entrepreneur 9
Lean Startup and Disruption 11
Chapter 2: Lean into Change 13
Enterprise Note 18
Customer Focus 22
Organizational Structures 24
The Team 25
Big, Old, and . . . Lean? 26
Over the Horizon: A Framework 28
Work to Do 33
Chapter 3: All the Fish in the Sea 35
Business Models 37
Know Your Audience: Why Segmentation Matters 39
Market Segment 40
Personas: Create a Real Customer 42
Choosing a Market Segment 44
Work to Do 51
Chapter 4: Wading in the Value Stream 55
Articulating the Value Stream 55
About Value Streams 57
Value Stream Discovery 60
Work to Do 79
Chapter 5: Core Lean Entrepreneur 83
The 3 Es: Empathy, Experiments, Evidence 83
Work to Do 116
Chapter 6: The Lean Journey 117
From Here to Eternity: Growth Phases 119
Phase 1: Idea Phase: This Is Gonna Be Big! 120
Phase 2: MVP for a Few: I’ve Proven That a Few People Care! 122
Phase 3: A Funnel of Many: I’ve Proven That a Lot of Similar People Care, and Some Are Gaga! 131
Phase 4: Multiple Funnels: Holy Wow, We’re Growing Like Crazy with a Bunch of Different Groups of People! 139
Phase 5: Scaling a Profitable Business Model: Shampoo, Rinse, Repeat 145
Finally, Enterprise: Large and Successful; Slow and Bureaucratic 146
Chapter 7: The Final Word 149
Work to Do 152
Appendix: Case Studies 155
Acknowledgments (1st Edition) 185
About the Authors 188
Brant Cooper helps kickstart innovation. He helps organizations big and small move the needle. Coming from the startup world, his career includes Tumbleweed, Timestamp, WildPackets, inCode, and many others. He has experienced IPO, acquisition, rapid growth, and miserable failure. Prior to the New York Times bestselling The Lean Entrepreneur, Brant 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. Through Market By Numbers, he helped develop and publish the bestselling The Lean Brand, bringing lean innovation practices to the marketing side of the house. Brant is Co–Founder and CEO of Moves the Needle, which has worked with hundreds of thousands of entrepreneurs and intrapreneurs across the globe. He is an internationally sought–after keynote speaker, startup mentor, and corporate advisor, and has presented to and worked with leading companies such as Google, Qualcomm, Intuit, Capital One, GE, and Transamerica. Brant tweets at @brantcooper. He lives with (and continuously learns from) his two daughters, Riva and Eliza, near Swami′s in Encinitas, California.
Patrick Vlaskovits is a New York Times bestselling author, speaker, and entrepreneur. 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. 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 students at universities such as the University of Chicago Booth School and Berkeley. He has also guest–lectured at Stanford and UCLA. Patrick advises multiple technology startups, and serves as a mentor for 500 Startups, a seed fund and startup accelerator. As a speaker and consultant, he counts Fortune 100 companies in his client list. For some unknown reason, Patrick holds a master′s in economics from UC Santa Barbara. He lives in Austin, Texas with his family. Tweet at him @Pv.