Lean Entrepreneur: How Visionaries Create Products, Innovate with New Ventures, & Disrupt Markets





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Published on Sep 26, 2012

Get the book: http://LeanEntrepreneur.co

Follow Brant Cooper on Twitter: https://twitter.com/BrantCooper
Follow Patrick Vlaskovits on Twitter: https://twitter.com/Pv

In this economy, how can you do more, with less? The Lean Entrepreneur is the new book that moves the needle for entrepreneurs. The Lean Entrepreneur teaches readers how to create products, innovate with new ventures, and disrupt markets with an iterative, data-driven approach that marries an entrepreneur's vision with market feedback.

Get the book: http://LeanEntrepreneur.co

You don't necessarily have to believe the smartest guy the room or the highest paid guy in the room. You can actually unpack an assumption and go out and test it yourself.

I've worked at several startups. We had some successes, we had some failures. You really start seeing a pattern in the failures, and it's usually around people just believing what's between their ears rather than validating what's real out in the marketplace. I'm Brant Cooper, and I'm the co-author of The Lean Entrepreneur.

There's been this idea of a visionary entrepreneur, and it's largely a media myth. A lone entrepreneur sitting in the garage and has this beautiful, ingenious idea that's fully formed and crystallized and then just goes and makes it happen. Reality is much different. You can have great ideas, but until you've actually really validated them and tested the market, they generally not that useful. My name is Patrick Vlaskovits, I'm one of the co-authors of The Lean Entrepreneur. I run the Lean LA meet up group. Brant and I are finishing up the book. So right now, I'll wake up, unfortunately I have one of these email inboxes that explodes every day, we are collaborating with an artist called FakeGrimlock. It looks to be very visual.

So walk me through this one.

The Lean Entrepreneur here is trying to figure out how to navigate these uncertain waters. The lean startup is a methodology by which you discover your business model.

So this guy seems overwhelmed. Again, sort of, that faceless creature but he's--

Exactly. He's all things to all people. It's a classic entrepreneur mistake. I've certainly made that mistake.

One of the big parts of our book are the case studies. We went around and interviewed people inside tech, outside tech.

Hey Kate, how are you doing?

Fine, how are you doing?

Good, good. Good to see you.

Good to see you guys too.

Thanks for having us. So tell us what you're working on here.

What we're doing is we've taken a lot of the thoughts and workshop material we had that we've done face to face and we put it all in a kit. So people can do it on their own.

I'm Brant.

It's my co-author, Brant.

Hi, Brant.

Pleased to meet you.

We're finishing a book called The Lean Entrepreneur, and we actually profiled Betabrand in it.

Well, there's lots of ways we maintain lean around here.

I love it.

One of my favorite ideas was the capron. It's a cape, it's an apron. You want to try it on there?

I'd love to try it on. I'd love to try it out.

We come up with a prototype for something we think is interesting. We take a few photos of it, we put it on the site, we ask people what it is, and people start signing up. As a rule of thumb, you could probably get about maybe a quarter of people guaranteed to order.

What's going on buddy?

Hey there, Patrick, Brant.

Hey Eric, good to see you man.

Any tips, tricks, hacks, that you have?

The truth is that most stuff doesn't work.


So you have to really be prepared to churn through a lot of those.

A lot of lead bullets, no silver bullet.

I think if you treat the book like a startup.

That's what we're doing. We're drinking our own Kool-Aid.


The core of the book is, how do you take these ideas around lean start up customer development and how you take it into places other than tech start ups.

When people build products that actually have value, society actually benefits. If we can help doing that, I think that would be big. That would be gratifying, that would be important.

Get the book: http://LeanEntrepreneur.co

Follow Brant Cooper on Twitter: https://twitter.com/BrantCooper
Follow Patrick Vlaskovits on Twitter: https://twitter.com/Pv


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