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The Real Startup Book

Evidence-based guides and research methods from Kromatic

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  • The Real Startup Book
  • Copyright
  • Dedication
  • Contributors
  • Foreword to the Second Edition
  • Preface to the Second Edition
  • The Index
    • What Are You Trying to Learn?
    • Index of Questions
    • Index of Methods
    • Reading the Methods
  • Foundations
    • Asking the Right Question
    • From Question to Method
    • Market vs. Product
    • Generative vs Evaluative Research: When to Use Each
    • Hypothesis Checklist
    • AI Pitfalls
  • Generative Market Research
    • AI-Moderated Interview at Scale
    • Card Sorting - Pain Points
    • Contextual Inquiry
    • Customer Discovery Interviews
    • ▣ Data Mining
      • Customer Support Analysis
      • Search Trend Analysis
      • Web Traffic Analysis
    • Experience Sampling
    • Focus Groups
    • Open-Ended Survey
    • Social Media Campaign
    • Storyboard the Pain
    • Synthetic Persona Screening
  • Evaluative Market Experiments
    • Closed-Ended Survey
    • Comprehension Test
    • Secondary Market Research
    • ▣ Value Proposition Test
      • Value Proposition Test - Boomerang
      • Value Proposition Test - Broken Promise
      • Value Proposition Test - Crowdfunding
      • Value Proposition Test - Event
      • Value Proposition Test - Extended Landing Page
      • Value Proposition Test - Fake Door
      • Value Proposition Test - Flyer
      • Value Proposition Test - High Bar
      • Value Proposition Test - Landing Page
      • Value Proposition Test - Mock Sale
      • Value Proposition Test - Online Ad
      • Value Proposition Test - Pocket
      • Value Proposition Test - Pop-Up Store
      • Value Proposition Test - Pre-Sales
      • Value Proposition Test - Referral Program
      • Value Proposition Test - Sales Pitch
      • Value Proposition Test - Video
  • Generative Product Research
    • Analog/Digital
    • Ask an Expert
    • Competitive Analysis
    • Competitor Usability Testing
    • Concierge Test
    • Demo Pitch
    • Dogfooding
    • Picnic in the Graveyard
    • ▣ Prioritization Games
      • Prioritization Games - Buy a Feature
      • Prioritization Games - Card Sorting
      • Prioritization Games - Product Box
      • Prioritization Games - Speed Boat
    • Solution Interview
    • Storyboard the Solution
  • Evaluative Product Experiments
    • Dashboards
    • Net Promoter Score (NPS) Survey
    • ▣ Product Prototyping
      • Paper Prototyping
      • Product Prototyping - 3D Print
      • Product Prototyping - Clickable Prototype
      • Product Prototyping - Life-Sized Prototype
      • Product Prototyping - Mash-up
      • Product Prototyping - Single Feature MVP
    • Product-Market Fit Survey
    • Usability Testing
    • Vibe-Coded Disposable MVP
    • Wizard of Oz
  • Out of the Box
    • A/B Testing
    • Off-Brand Testing
    • Scorecards
  • Appendix
    • Content Principles
    • Tone of Voice
    • Editorial Style Guide
    • Version History
    • Tags and Other Frameworks
  1. The Real Startup Book
  2. Appendix
  3. Appendix

Appendix

A figure organizing books and documents on shelves

The reference shelf for the book itself: style guides, editorial principles, and contributor credits. Come here when you want to understand how the book is written and who helped build it, not to run a method.

  • Content Principles
  • Tone of Voice
  • Editorial Style Guide
  • Version History
  • Tags and Other Frameworks
← Previous Scorecards Next →Content Principles
Published by Kromatic logo Kromatic logo
Edited by Tristan Kromer with 50 contributors CC BY-SA 4.0
© 2026 Kromatic · v0.1.0
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