This book is a concise guide that helps you take immediate action in using lean startup and customer development principles. More simply, as the subtitle states, it shows you how to "Iterate from Plan A to a Plan That Works". The book opens with a brief chapter on the principles behind Lean Startup and Customer Development. For each chapter after that, Ash describes what you will learn, shows you clearly what you need to do, and what decisions you need to make.
The book's chapters are:
2. Running Lean Illustrated
3. Create Your Lean Canvas
4. Prioritize Where to Start
5. Get Ready to Experiment
6. Get Ready to Interview Customers
7. The Problem Interview
8. The Solution Interview
9. Get to Release 1.0
10. Get Ready to Measure
11. The MVP Interview
12. Validate Customer Life Cycle
13. Don't Be a Feature Pusher
14. Measure Product/Market Fit
Appendix - Bonus Material - comments and insights on topics including: building a slow burn startup, thoughts on premature funding, achieving flow, pricing models, teaser and landing pages, sales letters, continuous deployment, conversion dashboards
Throughout the book, Ash shows when and how to use methods for activities like: business model planning, interviewing customers, setting up tests for hypotheses, pricing, determining your Minimum Viable Product (MVP), forming hypotheses and conducting tests.
The book isn't just theory. Ash moves beyond the discussion and rationale for using Lean Startup methods which Eric Ries covers in his book The Lean Startup: How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses. Ash uses tools, checklist, process flows, interview scripts, and visuals throughout the book to show you how to get the work done.
I've started employing pieces of this methodology in my work at a medium sized business. It is helping me lower risks for projects I manage, and also helps me get to solid solutions and products more quickly, and at lower costs.
If you want a book that will help you get to work NOW on using Lean Startup and Customer Development methods, this is it. Grab this book, and get moving!