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The Lean Entrepreneur
How Visionaries Create Products, Innovate with New Ventures, and Disrupt Markets
E-Book
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Beschreibung:
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, andJobs as heroes with X-ray vision who can look to the future, seeclearly what will be, imagine a fully formed product or experienceand then, simply make the vision real.
Many in our entrepreneur community still believe that to bevisionary, we must merely execute on a seemingly good idea andignore all doubt. With this mindset, companies build doomedproducts in a vacuum; enterprises make ill-fated innovationinvestment decisions; and employees and shareholders come along foran uncomfortable ride.
Falling prey to the Myth of the Visionary confuses talentedentrepreneurs, product managers, innovators and investors. It leadsus to heartbreaking, costly and preventable failures in newproduct and venture development.
The Lean Entrepreneur moves us beyond this myth. It combinespowerful customer insight, rapid experimentation and easilyactionable data from the Lean Startup methodology to empowerindividuals, companies, and entire teams to evolve their vision,solve problems, and create value at the speed of the Internet.
Anyone can be visionary. The LeanEntrepreneur shows you how to:
* Apply actionable tips, tricks and hacks from successful leanentrepreneurs.
* Leverage the Innovation Spectrum to disrupt existing marketsand create new ones.
* Drive strategies for efficient market testing with MinimalViable Products.
* Engage customers with Viability Testing and radically reducetime and budget for product development.
* Rapidly create cross-functional innovation teams that devourroadblocks and set new benchmarks.
* Bring your organization critical focus on the power of loyalcustomers and valuable products you can build to servethem.
Leverage instructive tools, skill-building exercises, andworksheets along with bonus online videos.
Most of us believe entrepreneurial visionaries are born, not made.Our media glorify business outliers like Bezos, Branson, Gates, andJobs as heroes with X-ray vision who can look to the future, seeclearly what will be, imagine a fully formed product or experienceand then, simply make the vision real.
Many in our entrepreneur community still believe that to bevisionary, we must merely execute on a seemingly good idea andignore all doubt. With this mindset, companies build doomedproducts in a vacuum; enterprises make ill-fated innovationinvestment decisions; and employees and shareholders come along foran uncomfortable ride.
Falling prey to the Myth of the Visionary confuses talentedentrepreneurs, product managers, innovators and investors. It leadsus to heartbreaking, costly and preventable failures in newproduct and venture development.
The Lean Entrepreneur moves us beyond this myth. It combinespowerful customer insight, rapid experimentation and easilyactionable data from the Lean Startup methodology to empowerindividuals, companies, and entire teams to evolve their vision,solve problems, and create value at the speed of the Internet.
Anyone can be visionary. The LeanEntrepreneur shows you how to:
* Apply actionable tips, tricks and hacks from successful leanentrepreneurs.
* Leverage the Innovation Spectrum to disrupt existing marketsand create new ones.
* Drive strategies for efficient market testing with MinimalViable Products.
* Engage customers with Viability Testing and radically reducetime and budget for product development.
* Rapidly create cross-functional innovation teams that devourroadblocks and set new benchmarks.
* Bring your organization critical focus on the power of loyalcustomers and valuable products you can build to servethem.
Leverage instructive tools, skill-building exercises, andworksheets along with bonus online videos.
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 ofthe 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 Fan215
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
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 ofthe 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 Fan215
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