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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
"If you are starting a company, or want to adopt the Lean Startup approach, Running Lean is a must read."- Brad Feld, Managing Director, Foundary Group
- Sales Rank: #11645 in Books
- Published on: 2012-03-09
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x .74" w x 6.00" l, 1.01 pounds
- Binding: Hardcover
- 240 pages
Amazon.com Review
Exclusive Interview with Ash Maurya, Author of Running Lean
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.
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
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.
Most helpful customer reviews
69 of 71 people found the following review helpful.
An engaging guide for startups, and any product development effort
By MavenM
This book is a concise guide that helps you take immediate action in using lean startup and customer development principles. More simply, as the subtitle states, it shows you how to "Iterate from Plan A to a Plan That Works". The book opens with a brief chapter on the principles behind Lean Startup and Customer Development. For each chapter after that, Ash describes what you will learn, shows you clearly what you need to do, and what decisions you need to make.
The book's chapters are:
Introduction
1. Meta-Principles
2. Running Lean Illustrated
3. Create Your Lean Canvas
4. Prioritize Where to Start
5. Get Ready to Experiment
6. Get Ready to Interview Customers
7. The Problem Interview
8. The Solution Interview
9. Get to Release 1.0
10. Get Ready to Measure
11. The MVP Interview
12. Validate Customer Life Cycle
13. Don't Be a Feature Pusher
14. Measure Product/Market Fit
15. Conclusion
Appendix - Bonus Material - comments and insights on topics including: building a slow burn startup, thoughts on premature funding, achieving flow, pricing models, teaser and landing pages, sales letters, continuous deployment, conversion dashboards
Throughout the book, Ash shows when and how to use methods for activities like: business model planning, interviewing customers, setting up tests for hypotheses, pricing, determining your Minimum Viable Product (MVP), forming hypotheses and conducting tests.
The book isn't just theory. Ash moves beyond the discussion and rationale for using Lean Startup methods which Eric Ries covers in his book The Lean Startup: How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses. Ash uses tools, checklist, process flows, interview scripts, and visuals throughout the book to show you how to get the work done.
I've started employing pieces of this methodology in my work at a medium sized business. It is helping me lower risks for projects I manage, and also helps me get to solid solutions and products more quickly, and at lower costs.
If you want a book that will help you get to work NOW on using Lean Startup and Customer Development methods, this is it. Grab this book, and get moving!
55 of 57 people found the following review helpful.
Why I love this book
By Emiliano V.
I've read several books in this field, The Lean Startup, Making Ideas Happen, The Art of Start, and Running Lean is always the first book I recommend to any entrepreneur. It's that great of a book.
What makes this book standout is that there's great intellectual depth behind the concepts and ideas Ash presents but written in a clear, practical manner that makes it easy to follow. If you're debating between Running Lean or The Lean Startup by Eric Ries, definitely start with Ash's first. Here's an example why - Eric advocates doing customer discovery, i.e. talking with customers, and discusses the benefits of doing so. Ash does that and goes further by giving you the actual tactics on how to do so. Where to find those potential customers, how to reach out to them, and even a template of the questions to ask them. That's the beauty of his book, it goes beyond the "why" and gives you the specific hows to execute.
The other big benefit of this book is the structure of the content as it's a linear storyline. There's a quick overview, and then Ash starts going from an idea to validating it incrementally into a successful, product that's structured for growth. So you only need to read up to the point your venture is at. That itself follows the idea within the book of "Right Action, Right Time" which puts more of your time taking your venture to the next stage.
This is a 5 star book and worth every penny.
28 of 29 people found the following review helpful.
Less practical than Nail it Then Scale It, but a worthwhile complement
By Abi Noda
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.
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