Special Thanks ix
Foreword xv
Introduction xvii
Chapter 1: Startup Revolution 1
Bytes Eating the World 2
Connectivity 4
The Value-Creation Economy 4
Cue the Lean Startup 8
Meet the Lean Entrepreneur 9
Lean Startup and Disruption 11
Notes 11
Chapter 2: Lean into Change 13
Vision 13
Enterprise Note 18
Values 19
Culture 20
Data 20
Experimentation 22
Customer Focus 22
Organizational Structures 24
The Team 25
Big, Old, and . . . Lean? 26
Over the Horizon: A Framework 28
Work to Do 33
Notes 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
Notes 54
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
Notes 82
Chapter 5: Core Lean Entrepreneur 83
The 3 Es: Empathy, Experiments, Evidence 83
Empathy 83
Experiments 94
Evidence 110
Work to Do 116
Notes 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
Notes 148
Chapter 7: The Final Word 149
Work to Do 152
Appendix: Case Studies 155
Acknowledgments 183
Acknowledgments (1st Edition) 185
About the Authors 188
Index 193
