If You Don't Know Who Your Customer

Sustainable Growth Is Characterized By One Simple Rule: New Customers Come From The Actions Of Past Customers.

Entrepreneurs Always Pitch Their Idea As 'the X Of Y,' So This Is Going To Be 'the Microsoft Of Food.' And Yet Disruptive Innovations Usually Don't Have That Character. Most Of The Time, If Something Seems Like A Good Idea, It Probably Isn't.

The Minimum Viable Product Is That Version Of A New Product Which Allows A Team To Collect The Maximum Amount Of Validated Learning About Customers With The Least Effort.

As You Consider Building Your Own Minimum Viable Product, Let This Simple Rule Suffice: Remove Any Feature, Process, Or Effort That Does Not Contribute Directly To The Learning You Seek.

Zero Invites Imagination, But Small Numbers Invite Questions About Whether Large Numbers Will Ever Materialize.