Table of Contents

1 Design

Design the Team p. 3

Shape the Idea p. 15

2 Test

Hypothesize p. 27

Experiment p. 41

Learn p. 49

Decide p. 59

Manage p. 65

3 Experiments

Select an Experiment p. 91

Discovery p. 101

Validation p. 231

4 Mindset

Avoid Experiment Pitfalls p. 313

Lead through Experimentation p. 317

Organize for Experiments p. 323

Afterword p. 329

About the Author

David J. Bland Author and founder based in Silicon Valley who helps companies find growth using “Lean Startup” methods, design thinking, and business model innovation.

Alex Osterwalder Lead author of the international bestsellers Business Model Generation and Value Proposition Design; #7 on the “Thinkers 50” list; passionate entrepreneur; and in-demand speaker.