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VISION-STRATEGY-PRODUCT (VSP) Yacht: An Agile Plan to Rapidly Achieve Problem-Solution Fit, Strategy-Business Model Fit, and Product-Market Fit

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It will soon be the third anniversary of the publication of Eric Ries's book, "The Lean Startup." The Lean Startup Method is the tsunami that will sweep all domains and levels of innovation. Yet sub-optimal tools like the BUSINESS MODEL CANVAS and LEAN CANVAS don't do justice to the power and versatility of the Lean Startup Method. The Vision-Strategy-Product (VSP) Yacht - which is based on Ries's VSP pyramid - visually presents a framework for comprehensively, rapidly, and correctly applying the Lean Startup Method.

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VISION-STRATEGY-PRODUCT (VSP) Yacht: An Agile Plan to Rapidly Achieve Problem-Solution Fit, Strategy-Business Model Fit, and Product-Market Fit

  1. 1. Vision-­‐Strategy-­‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….…………………………. 1 2 3 4 5 MARKET DREAM (INNOVATION) PRODUCT STRATEGY VISION Big Urgent Market Problem (BUMP: Trade-­‐off) TEAM EVANGELIST INNOVATOR What would “X” do? INTEGRATOR VISIONARY PROBLEM DISCOVERER #VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
  2. 2. Vision-­‐Strategy-­‐Product (VSP) 1 2 3 4 5 Industry/Market/Customer Goal (Job To Get Done): ………………….…….…………………………. #VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
  3. 3. Vision-­‐Strategy-­‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….…………………………. 1 2 3 4 5 MARKET PRODUCT STRATEGY VISION Big Urgent Market Problem (BUMP: Trade-­‐off) #VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
  4. 4. Vision-­‐Strategy-­‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….…………………………. 1 2 3 4 5 MARKET PRODUCT STRATEGY VISION Big Urgent Market Problem (BUMP: Trade-­‐off) #VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing Where currently are we? How should we get there? Where must we go?
  5. 5. Vision-­‐Strategy-­‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….…………………………. 1 2 3 4 5 MARKET INNOVATION MANAGEMENT: Find Fitness PRODUCT STRATEGY VISION Big Urgent Market Problem (BUMP: Trade-­‐off) (Tune Customer Growth Engine) (Change Bus. Model Archetype) #VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing Where currently are we? Pivot North Star Market Discovery (How Get Out Of Enterprise) should we get there? Learning/Op=miza=on Red Ocean (Problem) Blue Ocean (SoluLon) Where must we go?
  6. 6. Vision-­‐Strategy-­‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….…………………………. 1 2 3 4 5 MARKET INNOVATION MANAGEMENT: Find Fitness PRODUCT STRATEGY VISION Big Urgent Market Problem (BUMP: Trade-­‐off) (Tune Customer Growth Engine) (Change Bus. Model Archetype) #VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing Where currently are we? Pivot North Star Market Discovery (How Get Out Of Enterprise) should we get there? Learning/Op=miza=on Red Ocean (Problem) Blue Ocean (SoluLon) q Where to play? q How to win? q What are required capabiliLes? q What are reqd mngt systems? q What is the winning aspiraLon? Where must we go?
  7. 7. A Vision-­‐Strategy-­‐Product (VSP) Yacht is A “Vehicle”, Roadmap, or Agile Plan For Rapidly Managing and Achieving a Vision Especially Under Condibons of Extreme Uncertainty
  8. 8. Vision-­‐Strategy-­‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….…………………………. 1 2 3 4 5 MARKET (Customer/ User) PRODUCT (Pretotype/Prototype/ Pilot/Full-­‐scale) STRATEGY VISION (Leap of Faith/Mission/Goal Hierarchy/Values; Value ProposiLon) Big Urgent Market Problem (BUMP: Trade-­‐off) #VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
  9. 9. Vision-­‐Strategy-­‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….…………………………. 1 2 3 4 5 MARKET (Customer/ User) PRODUCT (Pretotype/Prototype/ Pilot/Full-­‐scale) STRATEGY VISION (Leap of Faith/Mission/Goal Hierarchy/Values; Value ProposiLon) Big Urgent Market Problem (BUMP: Trade-­‐off) Key : Build-­‐Measure-­‐Learn Loop #VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
  10. 10. Vision-­‐Strategy-­‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….…………………………. 1 2 3 4 5 MARKET (Customer/ User) PRODUCT (Pretotype/Prototype/ Pilot/Full-­‐scale) STRATEGY VISION (Leap of Faith/Mission/Goal Hierarchy/Values; Value ProposiLon) Big Urgent Market Problem (BUMP: Trade-­‐off) Key : Build-­‐Measure-­‐Learn Loop #VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
  11. 11. Vision-­‐Strategy-­‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….…………………………. 1 2 3 4 5 MARKET (Customer/ User) PRODUCT (Pretotype/Prototype/ CS Pilot/Full-­‐scale) STRATEGY VISION PS (Leap of Faith/Mission/Goal Hierarchy/Values; Value ProposiLon) Big Urgent Market Problem (BUMP: Trade-­‐off) KA #VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing BUMP Visn (VP)
  12. 12. Vision-­‐Strategy-­‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….…………………………. MARKET (Customer/ User) PRODUCT (Pretotype/Prototype/ CS Pilot/Full-­‐scale) STRATEGY VISION PS (Leap of Faith/Mission/Goal Hierarchy/Values; Value ProposiLon) Big Urgent Market Problem (BUMP: Trade-­‐off) 1 2 3 4 5 KA #VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing BUMP Visn (VP)
  13. 13. Vision-­‐Strategy-­‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….…………………………. MARKET (Customer/ User) PRODUCT (Pretotype/Prototype/ Pilot/Full-­‐scale) STRATEGY VISION (Leap of Faith/Mission/Goal Hierarchy/Values; Value ProposiLon) Big Urgent Market Problem (BUMP: Trade-­‐off) 1 2 3 4 5 #VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
  14. 14. Vision-­‐Strategy-­‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….…………………………. MARKET (Customer/ User) PRODUCT (Pretotype/Prototype/ Pilot/Full-­‐scale) STRATEGY VISION 1 2 3 4 5 (OperaLonal Problem Solving) (Leap of Faith/Mission/Goal Hierarchy/Values; Value ProposiLon) Big Urgent Market Problem (BUMP: Trade-­‐off) Product-­‐Market Fit Strategy-­‐Business Model Fit (Strategic Problem Solving) Problem-­‐Solu9on Fit (Visionary Problem Solving) #VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
  15. 15. Vision-­‐Strategy-­‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….…………………………. MARKET (Customer/ User) PRODUCT (Pretotype/Prototype/ Pilot/Full-­‐scale) STRATEGY VISION (OperaLonal Problem Solving) (Leap of Faith/Mission/Goal Hierarchy/Values; Value ProposiLon) Big Urgent Market Problem (BUMP: Trade-­‐off) 1 2 3 4 5 Product-­‐Market Fit Strategy-­‐Business Model Fit (Strategic Problem Solving) Problem-­‐Solu9on Fit (Visionary Problem Solving) #VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
  16. 16. Vision-­‐Strategy-­‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….…………………………. MARKET (Customer/ User) PRODUCT (Pretotype/Prototype/ Pilot/Full-­‐scale) STRATEGY VISION (OperaLonal Problem Solving) (Leap of Faith/Mission/Goal Hierarchy/Values; Value ProposiLon) Big Urgent Market Problem (BUMP: Trade-­‐off) 1 2 3 4 5 Product-­‐Market Fit Strategy-­‐Business Model Fit (Strategic Problem Solving) Problem-­‐Solu9on Fit (Visionary Problem Solving) #VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
  17. 17. Vision-­‐Strategy-­‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….…………………………. 1 2 3 4 5 Product-­‐Market Fit (OperaLonal Problem Solving) Strategy-­‐Business Model Fit (Strategic Problem Solving) Problem-­‐Solu9on Fit (Visionary Problem Solving) #VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
  18. 18. Vision-­‐Strategy-­‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….…………………………. 1 2 3 4 5 #VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
  19. 19. Vision-­‐Strategy-­‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….…………………………. 1 2 3 4 5 #VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
  20. 20. Vision-­‐Strategy-­‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….…………………………. 1 2 3 4 5 CS PS KA #VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing BUMP Visn (VP)
  21. 21. Vision-­‐Strategy-­‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….…………………………. 1 2 3 4 5 Who is the customer/user? What is the product/service? What is the strategy (business model)? What is the vision/solubon (Value Proposi=on)? What is the big problem (trade-­‐off)? CS PS KA #VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing BUMP Visn (VP)
  22. 22. Vision-­‐Strategy-­‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….…………………………. 1 2 3 4 5 Who is the customer/user? What is the product/service? What is the strategy (business model)? vision/solubon (Value Proposi=on)? What is the big problem (trade-­‐off)? What is the #VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
  23. 23. Vision-­‐Strategy-­‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….…………………………. 1 2 3 4 5 #VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
  24. 24. Example
  25. 25. Apple’s Vision-­‐Strategy-­‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): Listen to music (everywhere) 1 2 3 4 5 Who is the customer/user? What is the product/service? What is the strategy (business model)? What is the vision/solubon (Value Proposi=on)? What is the big problem (trade-­‐off)? CS PS KA #VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing BUMP Visn (VP)
  26. 26. Apple’s Vision-­‐Strategy-­‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): Listen to music (everywhere) 1 2 3 4 5 Who is the customer/user? What is the product/service? What is the strategy (business model)? What is the vision/solubon (Value Proposi=on)? What is the big problem (trade-­‐off)? CS PS KA PEOPLE LOVE TO LISTEN TO MUSIC BUT MUSIC PLAYERS SUCK #VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing BUMP Visn (VP) q Bulky q Expensive q “Ugly” q Complex to use q Limited Song Storage q Limited Ba;ery Life
  27. 27. Apple’s Vision-­‐Strategy-­‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): Listen to music (everywhere) 1 2 3 4 5 Who is the customer/user? What is the product/service? What is the strategy (business model)? What is the vision/solubon (Value Proposi=on)? What is the big problem (trade-­‐off)? CS PS KA PEOPLE LOVE TO LISTEN TO MUSIC BUT MUSIC PLAYERS SUCK #VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing BUMP Visn (VP) A Thousand Songs (Your Music Library) in Your Pocket q Bulky q Expensive q “Ugly” q Complex to use q Limited Song Storage q Limited Ba;ery Life
  28. 28. Apple’s Vision-­‐Strategy-­‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): Listen to music (everywhere) 1 2 3 4 5 Who is the customer/user? What is the product/service? What is the strategy (business model)? What is the vision/solubon (Value Proposi=on)? What is the big problem (trade-­‐off)? CS PS KA PEOPLE LOVE TO LISTEN TO MUSIC BUT MUSIC PLAYERS SUCK #VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing BUMP Visn (VP) A Thousand Songs (Your Music Library) in Your Pocket q Bulky q Expensive q “Ugly” q Complex to use q Limited Song Storage q Limited Ba;ery Life q SLIM q Expensive q “COOL” q SIMPLE q LARGE Song Storage q LONG Ba;ery Life
  29. 29. Apple’s Vision-­‐Strategy-­‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): Listen to music (everywhere) 1 2 3 4 5 Who is the customer/user? What is the product/service? What is the strategy (business model)? What is the vision/solubon (Value Proposi=on)? What is the big problem (trade-­‐off)? CS PS KA q Customer: Blue Ocean Strategy #VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing BUMP Visn (VP) A Thousand Songs (Your Music Library) in Your Pocket PEOPLE LOVE TO LISTEN TO MUSIC BUT MUSIC PLAYERS SUCK q Bulky q Expensive q “Ugly” q Complex to use q Limited Song Storage q Limited Ba;ery Life – Simplicity & High Performance q Business: Luxury Spot Strategy – High Price & High Revenue (High Profit Margin) q SLIM q Expensive q “COOL” q SIMPLE q LARGE Song Storage q LONG Ba;ery Life
  30. 30. Apple’s Vision-­‐Strategy-­‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): Listen to music (everywhere) 1 2 3 4 5 Who is the customer/user? What is the product/service? What is the strategy (business model)? What is the vision/solubon (Value Proposi=on)? What is the big problem (trade-­‐off)? CS PS KA q Customer: Blue Ocean Strategy q SLIM q Expensive q “COOL” q SIMPLE q LARGE Song Storage q LONG Ba;ery Life #VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing BUMP Visn (VP) Portable, Digital Music Player (iPod – Classic) A Thousand Songs (Your Music Library) in Your Pocket q Bulky q Expensive q “Ugly” q Complex to use q Limited Song Storage q Limited Ba;ery Life – Simplicity & High Performance q Business: Luxury Spot Strategy – High Price & High Revenue (High Profit Margin) PEOPLE LOVE TO LISTEN TO MUSIC BUT MUSIC PLAYERS SUCK
  31. 31. Apple’s Vision-­‐Strategy-­‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): Listen to music (everywhere) 1 2 3 4 5 Who is the customer/user? What is the product/service? What is the strategy (business model)? What is the vision/solubon (Value Proposi=on)? What is the big problem (trade-­‐off)? CS PS KA q Customer: Blue Ocean Strategy q SLIM q Expensive q “COOL” q SIMPLE q LARGE Song Storage q LONG Ba;ery Life #VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing BUMP Visn (VP) Portable, Digital Music Player (iPod – Classic) A Thousand Songs (Your Music Library) in Your Pocket q Bulky q Expensive q “Ugly” q Complex to use q Limited Song Storage q Limited Ba;ery Life – Simplicity & High Performance q Business: Luxury Spot Strategy – High Price & High Revenue (High Profit Margin) PEOPLE LOVE TO LISTEN TO MUSIC BUT MUSIC PLAYERS SUCK
  32. 32. Apple’s Vision-­‐Strategy-­‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): Listen to music (everywhere) 1 2 3 4 5 CS PS KA q Customer: Blue Ocean Strategy Product-­‐Market Fit (OperaLonal Problem Solving) q SLIM q Expensive q “COOL” q SIMPLE q LARGE Song Storage q LONG Ba;ery Life #VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing BUMP Visn (VP) Portable, Digital Music Player (iPod – Classic) A Thousand Songs (Your Music Library) in Your Pocket q Bulky q Expensive q “Ugly” q Complex to use q Limited Song Storage q Limited Ba;ery Life – Simplicity & High Performance q Business: Luxury Spot Strategy – High Price & High Revenue (High Profit Margin) Strategy-­‐Business Model Fit (Strategic Problem Solving) Problem-­‐Solu9on Fit (Visionary Problem Solving) PEOPLE LOVE TO LISTEN TO MUSIC BUT MUSIC PLAYERS SUCK
  33. 33. APPENDIX How Might Our Vision-­‐Strategy-­‐Product (VSP) Yacht Be Capsized and/or Wrecked?
  34. 34. Vision-­‐Strategy-­‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….…………………………. 1 2 3 4 5 #VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing RISKS q Search Risk q Planning Risk q Scale Risk q Business Model Risk q Organizabonal Risk q Management Risk
  35. 35. Vision-­‐Strategy-­‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….…………………………. 1 2 3 4 5 DONE DOING TO DO #VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
  36. 36. Vision-­‐Strategy-­‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….…………………………. 1 2 3 4 5 Forces Against Forces For #VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
  37. 37. Vision-­‐Strategy-­‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….…………………………. 1 2 3 4 5 New Entrants (Startups) Subs=-­‐ tutes (Incumbents) #VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
  38. 38. Vision-­‐Strategy-­‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….…………………………. 1 2 3 4 5 #VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing Comple-­‐ mentors Influenc-­‐ ers New Entrants (Startups) Subs=-­‐ tutes (Incumbents)
  39. 39. Vision-­‐Strategy-­‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….…………………………. 1 2 3 4 5 #VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing S: Strengths O: Opportuni-­‐ =es W: Weaknesses T: Threats
  40. 40. Vision-­‐Strategy-­‐Product (VSP) Industry/Market/Customer Goal (Job To Get Done): ………………….…….…………………………. 1 2 3 4 5 Market Product STRATEGY Vision Big Urgent Market Problem #VSPYacht. Dr. Rod King. rodkuhnhking@gmail.com & h;p://businessmodels.ning.com & h;p://twi;er.com/RodKuhnKing
  41. 41. Acknowledgement The logic of the Vision-­‐Strategy-­‐Product Yacht is inspired by and extends the framework of Eric Ries’s Vision-­‐Strategy-­‐Pyramid on page 23 of his book, “The Lean Startup.”

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