Resources

Put this into practice

Everything worth your time on the question: Does anybody actually want this?

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TRY · 14 MIN

Business Reality Check

TAIU

The arithmetic that has to hold.

Revenue, cost, price and the arithmetic that has to hold.

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TRY · 12 MIN

Failure Before Failure

TAIU

It is a year from now and this failed. Write the reason before you start.

A pre mortem written before the consequential decision is made.

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READ · ARTICLE

Know Your Customers' Jobs to Be Done

Clayton Christensen and colleagues

The argument that people hire a product to make progress in a particular circumstance. It moves the question from what the thing is to what it is competing against, which is usually doing nothing.

The Four Steps to the Epiphany

Steve Blank

The origin of the argument that facts about customers live outside the building. Useful precisely because it is unglamorous about how much of early belief turns out to be wrong.

The Mom Test

Rob Fitzpatrick

A short, practical book about asking questions that cannot be answered with encouragement. If people keep telling you your idea is great, read it before you build anything.

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