Zero Invites Imagination, But Small Numbers Invite

We Must Learn What Customers Really Want, Not What They Say They Want Or What We Think They Should Want.

Lean Thinking Defines Value As Providing Benefit To The Customer; Anything Else Is Waste.

When Blame Inevitably Arises, The Most Senior People In The Room Should Repeat This Mantra: If A Mistake Happens, Shame On Us For Making It So Easy To Make That Mistake.

We Need To Reengineer Companies To Focus On Figuring Out Who The Customer Is, What's The Market And What Kind Of Product You Should Build.

In A Startup, Both The Problem And Solution Are Unknown.