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The Lean Entrepreneur, Second Edition
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Table of Contents

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

About the Author

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. Patrick Vlaskovits is a New York Times bestselling author, speaker, and entrepreneur. His writing has been featured on the Harvard Business Review blog, the Wall Street Journal blog, and The Browser. Patrick routinely speaks at technology conferences nationally and internationally, including SXSW, GROW Conference, the Turing Festival, and the Lean Startup Conference. The Lean Entrepreneur is his second book. The first, The Entrepreneur's Guide to Customer Development, is a required course text for MBA and undergrad students at universities such as the University of Chicago Booth School and Berkeley. He has also guest-lectured at Stanford and UCLA. Patrick advises multiple technology startups, and serves as a mentor for 500 Startups, a seed fund and startup accelerator. As a speaker and consultant, he counts Fortune 100 companies in his client list. For some unknown reason, Patrick holds a master's in economics from UC Santa Barbara. He lives in Austin, Texas with his family. Tweet at him @Pv.

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