The Lean Entrepreneur: How Visionaries Create Products, Innovate with New Ventures, and Disrupt Markets

344 Pages·2013·6.04 MB·English

by  Brant Cooper

Contents
Special Thanks
Foreword
Introduction
Chapter 1: Startup Revolution
Which Is to Say, Disruption Hurts
And Cue the Lean Startup
Lean Startup, Please Meet the Lean Entrepreneur
Chapter 2: Vision, Values, and Culture
Vision and Values
Lean into It: The Lean Startup Culture
Over the Horizon: A Framework
Chapter 3: All the Fish in the Sea
Know Your Audience: Why Segmentation Matters
Market Segment
Personas: Create a Fake Customer
Choosing a Market Segment
Chapter 4: Wading in the Value Stream
Articulating the Value Stream
Value-Stream Discovery
Chapter 5: Diving In
Listen to Your Customers—or Not
Customer Interaction
Chapter 6: Viability Experiments
The Infamous Landing Page
Concierge Test
Wizard of Oz Test
Crowd-Funding Test
Prototyping
Chapter 7: Data’s Double-Edged Sword
New Products
Existing Products
Chapter 8: The Valley of Death
Minimum Viable Product
Chapter 9: Real Visionaries Have Funnel Vision
Innovate the Funnel
Growth Waves
Chapter 10: The Final Word
Acknowledgments
About the Authors
Index

Cover image: @FAKEGRIMLOCK
Cover design: C. Wallace Copyright © 2013 by Brant Cooper and Patrick
Vlaskovits. All rights reserved.
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Published simultaneously in Canada.
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Library of Congress Cataloging-in-Publication Data: Cooper, Brant.
The lean entrepreneur : how visionaries create products, innovate with new
ventures, and disrupt markets / Brant Cooper, Patrick Vlaskovits. — 1
p. cm.
Includes index.
ISBN 978-1-118-29534-2 (cloth); ISBN 978-1-118-33408-9 (ebk); ISBN 978-1-
118-33523-9 (ebk); ISBN 978-1-118-33186-6 (ebk) 1. Entrepreneurship. 2.
Success in business. I. Vlaskovits, Patrick. II. Title.
HB615.C6495 2013
658.4’21—dc23
2012035450
For Riva and Eliza
—BC
For Kati, Shane, and the twinkle in my eye
—PV
Special Thanks Without our early adopters,
who believed enough in The Lean Entrepreneur
to pre-order a book when it was merely a landing
page with a silly video, we might not have
survived the process of writing and publishing
this book.
Their early feedback on content and exercises forced us to simplify, focus, and
home in on how to move the needle for them.
Thank you, Brant & Patrick
The Lean Entrepreneur Early
Adopters*:
@$H0K
@WojKwasi
Aalap Parikh
Abraham Williams Adalsteinn Ottarsson Adam Gibson
Adam Jong
Advanced VA
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Alan Turner
Alberto Jr
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Osterwalder Alexandre Marcondes Alexandre Zamarion Cepeda Alfred Lo
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