Ideation Validation Growth How To Guides
Lean Experiment Design

The Real Startup Book

The Real Startup Book is a large, crowdsourced compilation of research and experiment inquiry methods from lean practitioners worldwide. Every method has a short description, a how-to guide, and links to additional information. This book is best used to review questions about certain business model elements, such as the customer, the value proposition, channels, relationships, and business revenue. In other words, the critical elements in product/market fit.

When to Use It

If you’ve ever recognized a giant gap or unanswered question in your business model and had no idea how to go about filling it, this book is for you. You may be asking:

  • Who are our customers?
  • What are the most important features of our product?
  • Why are people doing that with our product?
  • Will people actually pay for this?
Who Should Use It

This book will be most useful if you are familiar with concepts such as lean startup, user experience, and business model innovation. If you are managing innovation projects where the business model is partially or completely unknown, or are assisting in the management of large numbers of innovation products, this is a very helpful resource. Users of this book often have job titles like product manager, CEO of an early-stage startup, entrepreneur-in-residence, chief innovation officer, VP of innovation, accelerator manager, and lean startup/innovation coach.

Best with Live Workshops >
How It Works

Do not read this book straight through -- it is not a Step 1, Step 2, Step 3 guide to building a startup.

  • Begin by reading the intro and index to figure out which parts of the book are relevant to you and your startup.
  • Read the relevant chapters, then reference the methods described in the remaining pages as needed.
  • Think of this book as a toolbox. It’s organized to help you find what you're looking for when you need it.
  • The index is ordered by what you’re trying to learn. Are you trying to learn about your customer? How to price your product? What will make your users come back?

Related resources

The Real Startup Book (Amazon Kindle)
Innovation Methods: What Type of Lean Startup E...
Experiment Types: The Real Startup Book

Interested in the best innovative programs online?

Each program contains all the skills you need to make real progress and show real results. Whether you are part of an innovation team, you are coaching teams, or leading a business unit as an innovation leader, our programs will give you the skills to succeed.
Check out all programs
For Strategy-Minded Executives

Innovation Leadership

Flexible Duration
12 Modules
Online & In-person
A 12-module, on-demand program for busy executives who need to lead teams and make strategic decisions under the constant risk of disruption.
For Teams with an Active Innovation Project

Team Coaching

3 Months
12 Modules
Online & In-person
A 3-month program pairing one of our experienced coaches with your team to run weekly innovation sprints that help you design and debrief real experiments, helping your team turn data into insights and learn new lean and agile ways of working.
For Innovators Who Want to Coach or Consult

Innovation Coach Training

4 Months
16 Modules
Online & In-person
An online or in-person program designed with 16 interactive workshops of tools, frameworks, and techniques for experienced innovators who want to become full-time coaches for other innovation teams.
For Developing Coaches and Consultants

Master Coach Certification

3-6 Months
Online & In-person
A practical application of innovation instruction, achieving Master Coach certification by co-teaching real teams with an experienced innovation coach.
Get into new markets with new products.
Chat with our innovation experts.