Running Lean 3rd Edition by Ash Maurya, Eric Ries ISBN 9781098108724 1098108728

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Product details:
ISBN 10: 1098108728
ISBN 13: 9781098108724
Author: Ash Maurya, Eric Ries

Running Lean 3rd Edition Table of contents:

I. Design

1. Deconstruct Your Idea on a Lean Canvas

Sketching Your First Lean Canvas

Customer Segments

Problem

Unique Value Proposition

Solution

Channels

Revenue Streams and Cost Structure

Key Metrics

Unfair Advantage

Refining Your Lean Canvas

So, How Do You Avoid the Goldilocks Problem?

How Do You Know When to Split Your Lean Canvas?

Steve Splits His Big Idea Canvas into Specific Variants

What’s Next?

2. Stress Test Your Idea for Desirability

Defining Better

Our Innovator’s Bias Gets in the Way

Meet the Innovator’s Gift

Unpacking the Innovator’s Gift

Steve Challenges the Innovator’s Gift

Using the Innovator’s Gift to Stress Test Your Idea for Desirability

Customer Segments: Keep It Simple

Early Adopters: Forget Personas

Existing Alternatives: Transcend Category

Problems: What’s Broken with the Old Way?

UVP: How Will You Cause a Switch?

Steve Realizes He Has a Hammer Problem

3. Stress Test Your Idea for Viability

Don’t Create a Financial Forecast; Use a Fermi Estimate Instead

What Is Traction?

Welcome to the Customer Factory

Testing the Viability of Your Idea Using a Fermi Estimate

Define a Target Throughput Goal

Test Whether Your Idea Can Deliver Your Target Throughput Goal

Revise Your Goal or Fix Your Business Model

Running a Fermi Estimate on Your Idea

Steve Reviews His Business Models with Mary

4. Stress Test Your Idea for Feasibility

Charting a Traction Ramp

Steve Charts His Traction Roadmap

Formulating a Now-Next-Later Rollout Plan

Stage 1: Now—Problem/Solution Fit

Stage 2: Next—Product/Market Fit

Stage 3: Later—Scale

Steve Gets a Lesson on Right Action, Right Time

Steve Learns About Wizard-of-Oz MVPs

Steve Formulates His Now-Next-Later Rollout Plan

5. Communicate Your Idea Clearly and Concisely

What’s Your Elevator Pitch?

Outlining Your Elevator Pitch

The Different Worldviews of an Idea

The Investor Worldview

The Customer Worldview

The Advisor Worldview

Delivering Your Business Model Pitch

The 10-Slide Business Model Pitch Deck

Desirability

Viability

Feasibility

Steve Shares His Business Model Pitch with Others

II. Validation

6. Validate Your Idea Using 90-Day Cycles

The 90-Day Cycle

A Typical 90-Day Cycle

Getting Ready for Your First 90-Day Cycle

Assemble the Right Team

Establish a Regular Reporting Cadence

Seven Habits for Highly Effective Experiments

1. Declare Your Expected Outcomes Upfront

2. Make Declaring Outcomes a Team Sport

3. Emphasize Estimation, Not Precision

4. Measure Actions, Not Words

5. Turn Your Assumptions into Falsifiable Hypotheses

6. Time-Box Your Experiments

7. Always Use a Control Group

Steve Establishes an External Accountability Structure

7. Kick Off Your First 90-Day Cycle

Steve Calls a 90-Day Cycle Kickoff Meeting

The Problem/Solution Fit Playbook

Customers Don’t Buy Products, They Buy a Promise of Something Better

How to Make a Promise of Better

When Are You Done with Problem/Solution Fit?

Steve Calls a 90-Day Cycle Planning Meeting

The Mafia Offer Campaign

Building a Mafia Offer

Running a Mafia Offer Campaign

When to Use a Mafia Offer Campaign

Steve Tries Taking a Shortcut

Mary Bursts Steve’s Bubble (Again)

No Surveys or Focus Groups, Please

Are Surveys Good for Anything?

Preemptive Strikes and Other Objections (or Why I Don’t Need to Interview Customers)

8. Understand Your Customers Better Than They Do

The Problem with Problems

Case Study: Using Problem Discovery Interviews to Drive New Home Sales

Focus on the Bigger Context: The Job-to-be-Done

Case Study: Using Problem Discovery Interviews to Build Better Drill Bits

Finding the Bigger Context

Scoping the Bigger Context

Diving Deeper into a Bigger, More Specific Context

Running a Problem Discovery Sprint

Broad-Match Versus Narrow-Match Problem Discovery Sprints

Finding Prospects

Steve Kicks Off the First Problem Discovery Sprint

Conducting Interviews

Steve Creates a Meta-Script for His Interviews

Capturing Insights

Steve Reviews the Results of the Broad-Match Problem Discovery Sprint

When Are You Done with Problem Discovery?

The Altverse Team Uncovers Several Additional Jobs-to-be-Done

9. Design Your Solution to Cause a Switch

Steve Learns About the Concierge MVP

Running a Solution Design Sprint

Addressing Desirability

Addressing Viability

Addressing Feasibility

The 5 P’s of MVP

Steve Takes a Stab at the 5 P’s of MVP

10. Deliver a Mafia Offer Your Customers Cannot Refuse

Case Study: The iPad Mafia Offer

Running an Offer Delivery Sprint

Assembling Your Offer

Define the Characters in Your Customer Story Pitch

Outline the Structure of Your Customer Story Pitch

Steve Shares His Customer Story Pitch Outline with the Team

Delivering Your Offer

Optimizing Your Offer

Measure Your Customer Factory Metrics Weekly

Identify Your Key Constraint

Formulate Ways of Breaking the Constraint

Steve Meets with the Team to Review the Results of Their First Offer Delivery Sprint

When Are You Done with Offer Delivery?

11. Run a 90-Day Cycle Review

Steve Calls a Pre-Review Meeting Just with Mary

Preparing for the Meeting

Collect/Update Artifacts

Assemble a Progress Report Pitch Deck

Running the Meeting

Steve Calls a 90-Day Cycle Review Meeting

III. Growth

12. Get Ready to Launch

The Altverse Team Prepare for Launch

Keep Your Customer Factory Running

Look for Ways to Automate Your Customer Factory

Race to Value Delivery

Extend Your Customer Factory Metrics Dashboard

Roll Out Your MVP in Batches

The Altverse Team Launch Their Concierge MVP

13. Make Happy Customers

The Altverse Team Learns About Behavior Design

The Happy Customer Loop

Don’t Be a Feature Pusher

Implement an 80/20 Rule

Prevent a Switch

Outlearn the Competition

Reduce Friction

Learn the Science of Habits

Chart a Customer Progress Roadmap

Trigger Your Customers

Help Your Customers Make Progress

Reinforce Progress

The Altverse Team Calls a 90-Day Cycle Review Meeting

14. Find Your Growth Rocket

The Altverse Team Learns About Growth Rockets

The Rocket Ship Growth Model

Launching Rocket Ships

The Three Types of Growth Loops

The Revenue Growth Loop

The Retention Growth Loop

The Referral Growth Loop

Can You Have Multiple Growth Rockets?

Finding Your Primary Growth Rocket

Short-Listing Growth Rocket Candidates

Validating Your Growth Rocket

Optimizing Your Growth Rocket

Steve Makes Mary an Offer She Can’t Refuse

15. Epilogue

The BOOTSTART Manifesto

1. Entrepreneurs Are Everywhere

2. The Persona of the Garage Entrepreneur Has Changed

3. There Is No Better Time to Start

4. Most Products Still Fail

5. A Dozen Reasons Why Products Fail

6. The Number One Reason Why Products Fail

7. The Number Two Reason Why Products Fail

8. You Don’t Need Permission to Start

9. Love the Problem, Not Your Solution

10. Don’t Write a Business Plan

11. Your Business Model Is the Product

12. Focus on Time, Not Timing

13. Not Acceleration, but Deceleration

14. Not Faux Validation, but Traction

15. Remove Failure from Your Vocabulary

16. It’s Time to Act on Your Big Idea

References and Further Reading

Index

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Tags: Ash Maurya, Eric Ries, Running Lean