Running Lean: Iterate from Plan A to a Plan That Works (Lean (O'Reilly)) 2nd Edition, Kindle Edition

by Ash Maurya (Author) Format: Kindle Edition

Part of: Lean (O'Reilly) (1 Books)

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We live in an age of unparalleled opportunity for innovation. We’re building more products than ever before, but most of them fail—not because we can’t complete what we set out to build, but because we waste time, money, and effort building the wrong product.

What we need is a systematic process for quickly vetting product ideas and raising our odds of success. That’s the promise of Running Lean.

In this inspiring book, Ash Maurya takes you through an exacting strategy for achieving a "product/market fit" for your fledgling venture, based on his own experience in building a wide array of products from high-tech to no-tech. Throughout, he builds on the ideas and concepts of several innovative methodologies, including the Lean Startup, Customer Development, and bootstrapping.

Running Lean is an ideal tool for business managers, CEOs, small business owners, developers and programmers, and anyone who’s interested in starting a business project.

Find a problem worth solving, then define a solution
Engage your customers throughout the development cycle
Continually test your product with smaller, faster iterations
Build a feature, measure customer response, and verify/refute the idea
Know when to "pivot" by changing your plan’s course
Maximize your efforts for speed, learning, and focus
Learn the ideal time to raise your "big round" of funding

Get on track with The Lean Series

Presented by Eric Ries—bestselling author of The Lean Startup: How Today’s Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses—The Lean Series gives you solid footing in a proven methodology that will help your business succeed.

Books In This Series (1 Books)

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Running Lean: Iterate from Plan A to a Plan That Works (Lean (O'Reilly))
Ash Maurya

(923)

Kindle Edition

$17.00

Lean (O'Reilly)

Ash Maurya

Kindle Edition

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From the Publisher


	Lean Analytics	Lean Enterprise	Lean UX	UX Customer Development	Lean AI	Leading Lean
Find further titles in this series	Use Data to Build a Better Startup Faster	How High Performance Organizations Innovate at Scale	Designing Great Products with Agile Teams	Building Products Your Customers Will Buy	How Innovative Startups Use Artificial Intelligence to Grow	Ensuring Success and Developing a Framework for Leadership

Editorial Reviews

Review

"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."

-Rand Fishkin, CEO and Cofounder, SEOmoz; Coauthor, The Art of SEO

"Ash has laid out a clear compass for anyone to validate their ideas, solve real problems and create a successful business. I'd encourage this book to anyone trying to get a business off the ground."

- Noah Kagan, Chief Sumo of AppSumo.com

"Lean concepts are exciting but it's hard to know what to actually do. Ash not only gives advice but makes it practicable--this is the first comprehensive guidebook for how to execute a Lean Startup."

- Jason Cohen, founder of WP Engine & Smart Bear.

"Ash provides compelling, actionable guidance for applying lean principles to a startup. His startup canvas changed the way I think about my own startup. This book is a valuable guide whether you are a serial entrepreneur or a first time founder."

- Sean Ellis, Founder & CEO of CatchFree

"Easily one of the best technical books on Lean Startup ever written. Period. End of point. Done."

- Dan Martell, Founder of Clarity.fm & Angel Investor

--This text refers to an alternate kindle_edition edition.

About the Author

Ash Maurya (@ashmaurya) is the founder of USERcycle. Since bootstrapping his last company seven years ago, he has launched five products and one peer-to-web application framework. Throughout this time he has been in search of better, faster ways for building successful products. Ash has more recently been rigorously applying Customer Development and Lean Startup techniques to his products, which he frequently writes about on his blog and turned into a book: Running Lean.

Ash resides in Austin, Texas, with his wife, two children and two dogs.

--This text refers to an alternate kindle_edition edition.

Product details

ASIN : B006UKFFE0
Publisher : O'Reilly Media; 2nd edition (February 24, 2012)
Publication date : February 24, 2012
Language : English
File size : 11634 KB
Simultaneous device usage : Unlimited
Text-to-Speech : Enabled
Enhanced typesetting : Enabled
X-Ray : Not Enabled
Word Wise : Enabled
Print length : 311 pages
Lending : Not Enabled

Best Sellers Rank: #37,148 in Kindle Store (See Top 100 in Kindle Store)
- #17 in Starting a Business
- #18 in Lean Management
- #39 in Venture Capital (Books)

Customer Reviews:
923 ratings

Customer reviews

5 star		79%
4 star		14%
3 star		3%
2 star		3%
1 star		2%

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Top reviews from the United States

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InformedConsumer1

A mock-up demo is essential before building a software product. Then add a Lean Canvas.

Reviewed in the United States on March 15, 2020

Verified Purchase

In today's fast-paced world, few people have time to read . . . especially, a 100-page business plan that makes a lot of claims that are unproven. Forty years ago, I created demos using a stack of Vu-graphs (that I created using Harvard Graphics) and an overhead projector to show simulations of what my software designs would. I now use PowerPoint and its hypertext capabilities along with online conferencing, to avoid airplanes and what had been cramming 40 pounds of equipment and a portable hand truck into an overhead compartment along with a heavy briefcase.
Chapter 8 in the book contains 25 pages of sage advice about successful demos that make it easier to test markets before creating actual software.
Other parts of the book cover the Lean Canvas which provide highlight of a project that will develop it.
Simply put, my advise is to create a demo along with a Lean Canvas and refine them with open-ended interviews of prospective users. The book will help convince naysayers who think they can skip the demo and serve as a checklist for moving a development project forward to attain a successful product once it reaches the market.

4 people found this helpful

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S. Tzanev

Fastest way to start doing Lean

Reviewed in the United States on June 6, 2020

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Ash Maurya is a driving force in the Lean Startup movement. I'm using his Lean Canvas extensively and I follow closely his fantastic blog posts.
Unlike the other big names in the field, like Steve Blank, Eric Ries, and Alexander Osterwalder, Ash Maurya's focus is on the practical (how-to) application of the Lean Startup concepts.
The Four Steps to the Epiphany, The Lean Startup, and Business Model Generation are fantastic must-read books, but if you want a great tutorial on how to start applying the Lean Startup principles in practice, Running Lean is the book you need. It can even be very easily your introduction to the Lean Startup if you don't have time or knack for getting deeper into the theory.
The best Lean Startup book for practitioners.
I also recommend following Ash Maurya's fantastic blog posts as, among other things, they provide updates to some of the practices described in Running Lean. Remember that the this is an evolving framework, and Ash Maurya does a great job sharing (through his blog posts) all the latest learning he acquires from real-world projects.
And if you are looking for progress/success metrics that match the Lean framework, I'd highly recommend reading "Lean Analytics" by Alistair Croll and Benjamin Yoskovitz.
"Running Lean" and "Lean Analytics" are the two books that every product manager and every startup founder need to master the practice of Lean Startup.

3 people found this helpful

Helpful

Abi Noda

Less practical than Nail it Then Scale It, but a worthwhile complement

Reviewed in the United States on February 7, 2014

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I'll begin my summary by quoting the author's promise: "Running Lean is a repeatable, actionable process for building products, one that raises your odds for success by helping your identify your success metrics and measure progress against those metrics."

At a high-level, the Running Lean framework is fairly straightforward: validate the problem. Define a solution. Validate the solution. Then develop your solution iteratively while continuing to test and validate along the way. Running Lean offers concrete, actionable instructions and templates for each step of this process.

However, the greatest flaw in this book is hinted in the language of the author's promise. Running Lean is designed more like an algorithm -- painfully detailed, comprehensive, and unemotional -- than a practical field guide for the real world. The book delves into everything from landing page design to kanban boards. In other words, in its attempt at engineering a comprehensive framework for business creation, Running Lean fails to deliver a strong set of core principles (I will revisit this later in my summary).

Another problem I have with the author's promise is that the word "metrics" is mentioned twice, when in actuality Running Lean incorporates very few metrics. In fact, it's not until the very last stage of that actual numbers are even mentioned (eg. Sean Ellis test, 40% customer retention). I found incongruence in the fact that Running Lean was characterized as algorithmic, but was largely based on qualitative experiments without discussion of potential quantitative benchmarks or test methodologies.

Since *Running Lean* is considered the de-facto field manual for Lean Startup methodology, I was eager to read it and compare it to Nail It then Scale It: The Entrepreneur's Guide to Creating and Managing Breakthrough Innovation , which I had read previously.

At a high level, NISI and Running Lean prescribe very similar methodologies. However, where Running Lean stumbles, NISI's shines. NISI's focus on simplicity makes it far more powerful and practical. For example, as a first step, NISI focuses _only_ on pain whereas Running Lean starts off with a lean canvas, which forces you to simultaneously consider other parts of the business model. NISI's "less is more" approach proves more effective, because as formulaic and well-engineered as Running Lean tries to be, the reality is that starting a company is stressful and unpredictable.

Another example of unnecessary complexity is useless jargon like "iteration meta-pattern" and "build-measure-learn loop", as well as tangential topics like usability testing, Kanban boards or an annoyingly complex definition of risk: "the way you quantify risk in your business model is by quantifying the probabilities of a specific outcome along with quantifying the associated loss if you're wrong." As a result of its complexity, the milestones in Running Lean are less concrete and powerful than NISI. NISI does a better job painting a holistic picture of common entrepreneurial fallacies, and how to breakthrough them by focusing on the most important goal -- acquiring payed customers.

I also want to highlight two methodological differences between NISI and Running Lean:

1) NISI gets you in front of customers faster. The Lean Canvas is simple, but it seems like the entire exercise should hinge on the customer pain being validated first. That gets entrepreneurs in front of customers faster, which in turn helps save time and wasted energy on the subsequent steps.

2) NISI recommends an objective, quantitative testing method for initially validating the customer pain, whereas Running Lean uses customer interviews. I would argue that as a whole, NISI approaches the startup process more objectively while Running Lean bases it on customer interviews.

Overall, I believe Running Lean is a worthwhile complement to NISI in bits and pieces. Specifically, I found its structured customer interview templates, advice on establishing pricing, and mention of the "Sean Ellis Test" to be valuable and actionable.

92 people found this helpful

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Top reviews from other countries

A very good book on lean, from a technical, tactical point of view.

Reviewed in the United Kingdom on November 15, 2017

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A superb book on how to run lean. For some reason, I don't like the other lean startup book by Eric Reis; I feel his books are a manifesto, or a sales pitch for something, whereas this book is so much more technical for me.

I hope to keep using the book, its not something I intend to sell.

It would be better if it had more case studies or step-by-step processes, or handle what-ifs, or how to get buy-in from people who might not understand Lean methods

Amazon Customer

Simply genius!

Reviewed in the United Kingdom on March 6, 2019

Verified Purchase

I am currently in the startup business, not yet launched as I'm still working on a viable business model and perfect my product. Having come from an engineering background, not accumulating much business acumen in my university period (apart from self taught and research before this book), it simply covers all that you need. Eliminates the stereotypical 'business man' image, and highlights everything you need to launch your own product. Includes scripts for interviews for potential customers, time frames, how to work more efficiently, what to do when things go wrong, HIGHLY RECOMMENDED!!!

Matt D Whetton

Great and practical book for startups

Reviewed in the United Kingdom on November 7, 2014

Verified Purchase

I've read a lot in the area of tech startups, the lean startup and customer development in general and have to say that I'm a huge fan of this book, mostly because its extremely practical, and guides you through the whole process.

If you're looking for something that's heavy on the theoretical side of things then maybe this book isn't for you, but if you're after a practical step-by-step guide of approaching your startup using lean techniques then it doesnt get much better than this book.

2 people found this helpful

Onyechi Faith Oduah

Okay

Reviewed in the United Kingdom on April 26, 2019

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Good

Amazon_Customer

I learned so much from this book. The basic ...

Reviewed in the United Kingdom on October 21, 2017

Verified Purchase

I learned so much from this book. The basic steps you need before you start a business from scratch.

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