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Q. Why is your book "Running Lean" especially important now?
We live at a time where we have so much power at our fingertips, where we are building more products than ever before. But the odds of building successful products haven't gone up. We're simply building more stuff nobody wants. What we need is a systematic process for quickly vetting and building successful products. That is the promise of "Running Lean."
Q. What is the top reason startups fail?
Most startups fail, not because they fail to build the product they want to build, but they fail to find a market for their product before running out of resources.
Q. What reason do you attribute for this failure?
Entrepreneurs are typically most passionate about their solution and often spend a disproportionate amount of time perfecting their solution only to find they were optimizing something nobody wanted.
Q. What do founders need to start doing now in order to achieve success?
The first step is shifting their mindset. The "true product" of a startup is not the solution, but the business model. Once founders start thinking of the business model as "the product," they start prioritizing risks differently. The key to building a successful product is maximizing learning about what's riskiest per unit time. Sometimes that's the underlying solution, but often times it's not.
Q. Describe the top tactical technique for systematically building a startup in today's economy?
A core part of the process is identifying what's riskiest and then doing the smallest thing possible to test that risk. From this principle you can derive specific tactics to fit your particular product. For instance, in the book I argue that you can initially test a lot of what's risky without building the product first using proxies like customer interviews, mockups, and videos.
"Ash has put together a book I wish I'd read before pursuing my own startup. The level of detail, including case studies and practical applications, make this book a resource worthy of sitting on every aspiring entrepreneur's shelf."
Awesome book by Ash - providing extremely clear and succinct steps to building a lean model for testing your idea.Published 4 days ago by Vijay T Ayyar
I have been an entrepreneur for more than 20 years. This is the book that I wish I had had at the beginning.
You need this book.
Running Lean has a lot of good information and useful first hand accounts. This is a great add on to the lean startup frameworkPublished 17 days ago by wes stearns
I just picked Chapter 14 to read first and surprisingly it is a very smooth read! The author 's idea and method are very clear and seems easy to approach and use. Read morePublished 19 days ago by Amazon Customer
Ash has done an excellent job of brining out and encouraging Entrepreneurs. I would recommend this book to anyone who has plans to pursue their dream in Entrepreneurship.Published 20 days ago by Karthik
I can recommend this book to any person wanting to save both time and money on new product development. I wish I knew this information years ago when I started my business.Published 22 days ago by David
Good book but appears to lean alot towards online businesses. It would be good if there were some Case studies of other successful businesses (Non Tech / Online) that have used... Read morePublished 28 days ago by David Musinga
Fantastic concepts and great advice for startups that should do business as a startup instead of trying to be a company out of the gate!Published 29 days ago by Paul
One of my absolute favorite Lean Startup Books. I liked The Lean Startup a lot but it doesn't tell very many concrete things that you can do. Read morePublished 1 month ago by Mark