The Lean Entrepreneur

Brant Cooper helps kickstart innovation. He helps organizations big and small move the needle. Coming from the startup world, his career includes Tumbleweed, Timestamp, WildPackets, inCode, and many others. He has experienced IPO, acquisition, rapid growth, and miserable failure. Prior to the New York Times bestselling The Lean Entrepreneur, Brant authored The Entrepreneur's Guide to Customer Development, the first purpose-written book to discuss lean startup and customer development concepts, earning a distribution of over 50,000 copies. Through Market By Numbers, he helped develop and publish the bestselling The Lean Brand, bringing lean innovation practices to the marketing side of the house. Brant is Co-Founder and CEO of Moves the Needle, which has worked with hundreds of thousands of entrepreneurs and intrapreneurs across the globe. He is an internationally sought-after keynote speaker, startup mentor, and corporate advisor, and has presented to and worked with leading companies such as Google, Qualcomm, Intuit, Capital One, GE, and Transamerica. Brant tweets at @brantcooper. He lives with (and continuously learns from) his two daughters, Riva and Eliza, near Swami's in Encinitas, California.

Leverage the framework of visionaries to innovate, disrupt, and ultimately succeed as an entrepreneur
 
The Lean Entrepreneur, Second Edition banishes the "Myth of the Visionary" and shows you how you can implement proven, actionable techniques to create products and disrupt existing markets on your way to entrepreneurial success. The follow-up to the New York Times bestseller, this great guide combines the concepts of customer insight, rapid experimentation, and actionable data from the Lean Startup methodology to allow individuals, teams, or even entire companies to solve problems, create value, and ramp up their vision quickly and efficiently.
 
The belief that innovative outliers like Steve Jobs and Bill Gates have some super-human ability to envision the future and build innovative products to meet needs that have yet to arise is a fallacy that too many fall prey to. This 'Myth of the Visionary' does nothing but get in the way of talented managers, investors, innovators, and entrepreneurs. Taking a proven, measured approach, The Lean Entrepreneur will have you engaging customers, reducing time to market and budgets, and stressing your organization's focus on the power of loyal customers to build powerhouse new products and companies. This guide will show you how to:
* Apply actionable tips and tricks from successful lean entrepreneurs with proven track records
* Leverage the Innovation Spectrum to disrupt markets and create altogether new markets
* Use minimum viable products to drive strategy and conduct efficient market testing
* Quickly develop cross-functional innovation teams to overcome typical startup roadblocks
 
The Lean Entrepreneur is your complete guide to getting your startup moving in the right direction quickly and hyper-efficiently.

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

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