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Lean Customer Development (Hardcover version): Building Products Your Customers Will Buy 1st Edition
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How do you develop products that people will actually use and buy? This practical guide shows you how to validate product and company ideas through customer development research—before you waste months and millions on a product or service that no one needs or wants.
With a combination of open-ended interviewing and fast and flexible research techniques, you’ll learn how your prospective customers behave, the problems they need to solve, and what frustrates and delights them. These insights may shake your assumptions, but they’ll help you reach the "ah-ha!" moments that inspire truly great products.
- Validate or invalidate your hypothesis by talking to the right people
- Learn how to conduct successful customer interviews play-by-play
- Detect a customer’s behaviors, pain points, and constraints
- Turn interview insights into Minimum Viable Products to validate what customers will use and buy
- Adapt customer development strategies for large companies, conservative industries, and existing products
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About the Author
Cindy Alvarez is a product manager who turns understanding the customer into competitive advantage. Currently the Director of User Experience and Product Design for Yammer (a Microsoft company), she has worked with early- and mid-stage startups as well as Fortune 500 companies to make customer development an ingrained part of company culture and product development process.
- Publisher : O'Reilly Media; 1st edition (June 24, 2014)
- Language : English
- Hardcover : 240 pages
- ISBN-10 : 1449356354
- ISBN-13 : 978-1449356354
- Item Weight : 1.02 pounds
- Dimensions : 6.25 x 1 x 9.25 inches
- Best Sellers Rank: #727,800 in Books (See Top 100 in Books)
- #4,600 in Entrepreneurship (Books)
- #6,640 in Business Management (Books)
- #8,247 in Leadership & Motivation
- Customer Reviews:
About the author
Top reviews from the United States
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Also, Google: Bob Dorf + "MY TAKE: WAY TOO MANY STARTUPS, NOWHERE NEAR ENOUGH TRACTION"
Steve Blank and Bob Dorf's books are excellent and highly recommended. I read them straight through, cover to cover, however I think most people prefer to use the Blank/Dorf works as reference or diving deep into specific concepts.
Lean Customer Development (and Running Lean) is excellent at explaining concepts as well as providing actionable and measurable steps towards keeping your business customer-centric and focused on what really matters (providing the greatest opportunity for value creation ($)).
In addition to what the other reviewers covered, I would suggest that if your idea/business is not tech-based please do not be discouraged. It will just take a slightly more open mind to be creative and customize some of the templates and suggested activities.
In my time as an entrepreneur and mentor, one major challenge I have seen preventing businesses from being REALLY successful - small or large, online or offline, product or service, startup or established - is falling into the trap of having too much "pride of authorship" or an identity tied too tightly to the company.
I have seen startups fail because founders were either too prideful or just plain shy (find a +1 to help!) to connect in meaningful ways with customers - potential or actual. I have seen establish companies flounder and/or fail because their customers change and they don't, relying on the "way its always been done" and caring more about maintaining their lifestyle + routine than creating true value.
When you know more about what you want than what your customer wants, you don't really have a business, you have an expensive hobby.
If you start with, and circle back to your customers when considering any new offering- product, service, or experience - as detailed in this book, you will have a much greater chance of success as well as personal fulfillment because you are offering something the world actually needs.
I'm coming from a service industry and this book clarifies many questions that I had about the feasibility of having a "Minimum Viable Product" or MVP. What does that even mean to a lawyer? I've seen many people misconstrue the concept of the MVP and thus, I had my doubts about applying them to my profession. Although she still uses software development as the main focus for applying the principles, Alvarez addresses the flexibility of the MVP in a clear and enlightening fashion in Chapter 7, "What Kind of Minimum Viable Product Should I Build?" Powerful stuff! I feel I understand the concepts well enough to directly apply them to my law firm. Don't get me wrong: Eric's Reis' original work, Lean Startup, is a classic. Ash Maurya's Running Lean, also a part of this Lean series, is also essential reading. Lean Customer Development, however, easily led me to a pathway of applying Lean Startup principles to my situation. Her overall message about searching out, discerning, and applying customer behavior is truly eye-opening. Alvarez truly embodies why Lean Startup works--you give yourself the freedom to tailor a product/service that customers will actually pay to experience. Novel concept. I highly recommend you read this book before making a final decision about Lean Startup!
Troppo spesso il focus è sbilanciato nei confronti dello sviluppo di prodotti e soluzioni, mentre è anzitutto fondamentale scoprire di cosa hanno bisogno i clienti e utilizzare queste conoscenze per costruire esattamente ciò per cui sono disposti a pagare.
La tesi è questa: se da un lato esistono molte metodologie di sviluppo del prodotto, pochi adottano metodologie di sviluppo del cliente. La conseguenza è che, se non si impara ciò che i clienti vogliono davvero, si corre il rischio di realizzare qualcosa che nessuno vuole comprare.
L'approccio proposto è basato su "ipotesi da testare" ed è finalizzato a comprendere:
- Chi sono i nostri clienti
- Quali problemi ed esigenze hanno
- Come si stanno comportando
- Per quali soluzioni clienti sarebbero disposti a pagare
- Come realizzare soluzioni coerenti con il modo con cui i clienti decidono, comprano e usano le soluzioni
Si tratta di un lavoro ben strutturato e veramente denso di strumenti (semplici, ma potenti) di immediato utilizzo che seguono le 5 fasi di un approccio lean al customer development:
- Definire un'ipotesi
- Trovare potenziali clienti con cui parlare
- Fare le domande giuste
- Dare un senso alle risposte
- Capire cosa costruire per continuare ad imparare
In tutto questo l'esplorazione dei bisogni dei potenziali clienti con le diverse tecniche spiegate in modo dettagliato, rappresenta forse la parte più interessante.
Top reviews from other countries
Just come back to this book again, and again struck by how good it is. Really full of useful, actionable advice.
So what you'll read in this book is not some advice designed to fit within an established movement, but a more honest and unadulterated advice formed out of the author's years of practical experience.