CHAPTER 2

The Lean Startup Changed Everything

When Eric Ries published his book The Lean Startup in 2011, he brought about a paradigm shift in business modeling.1 Only a few of the ideas in the book were groundbreaking or new, but many people were seeing them outlined neatly and logically for the first time. According to the Lean Startup method, “build, measure, learn” is at the heart of entrepreneurship. This means testing, measuring, changing, and retesting several hypotheses before a product launch. Real potential clients give feedback on minimum viable products (MVPs), which helps tailor the product or service to the market in small steps. Learning and experimenting therefore trump planning and politics. Businesses focus on product development ...

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