A book, a movement, an explanation of effective business strategies. Ries describes the methods one can use to understand your consumers and also the importance of speaking with them. He explains how to read the harvested data and why certain numbers don’t mean a thing. Like: 100 new subscribers, nice but if they never return you still have nothing. Sounds harsh but it is the truth. To get back to the consumer conversations. Ries is very clear that if you put your head in the sand and wish for things to happen, you don’t learn. As nice as your work may be, if the end user doesn’t get it or wants more/less you end up empty handed. Useful insight for the future maybe although I had the feeling this is definitely not just for startups but very much for any project that one undertakes.
A part of the book that got me thinking is when Ries explains the methods of investment and research. Asking 5 why questions to get to the bottom of a problem, invest and measure with a smaller target group before moving on and don’t wait until it is finished but test all phases. All I thought was: I wished I had tried that with two or three projects in the past!
Ries, Eric (2011) The Lean Startup, Crown Business