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Very clean, crisp pages with tight binding. Overall a great copy with minor wear/tear. Ships directly from Amazon! Eligible for Amazon's FREE Super Saver/Prime Shipping. 24/7 customer service and package tracking. Very clean, crisp pages with tight binding. Overall a great copy with minor wear/tear. Ships directly from Amazon! Eligible for Amazon's FREE Super Saver/Prime Shipping. 24/7 customer service and package tracking. See less

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Running Lean: Iterate from Plan A to a Plan That Works 3rd Edition

by Ash Maurya (Author)

132 ratings

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We're building more products today than ever before, but most of them fail--not because we can't complete what we want to build but because we waste time, money, and effort building the wrong product. What we need is a systematic process for quickly vetting product ideas and raising our odds of success. That's the promise of Running Lean.

In this inspiring book, Ash Maurya takes you through an exacting strategy for achieving product/market fit for your fledgling venture. You'll learn ideas and concepts from several innovative methodologies, including the Lean Startup, business model design, design thinking, and Jobs-to-be-Done. This new edition introduces the continuous innovation framework and follows one entrepreneur's journey from initial vision to a business model that works.

Deconstruct your idea using a one-page Lean Canvas
Stress-test your idea for desirability, viability, and feasibility
Define key milestones charted on a traction roadmap
Maximize your team's efforts for speed, learning, and focus
Prioritize the right actions at the right time
Learn how to conduct effective customer interviews
Engage your customers throughout the development cycle
Continually test your product with smaller, faster iterations
Find a repeatable and scalable business model

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The Lean Series: Essential books for Entrepreneurs and Innovators

The Lean Series, curated by Eric Ries and published by O'Reilly Media, is a collection of books written by the best people in the field, on topics that matter. The authors dive down into Lean Startup implementation-level details, providing readers with information they can use immediately.

From the Publisher

From the Preface

Time flies. It’s been 10 years since the last edition of Running Lean. Since then, I’ve spent thousands of hours training and coaching hundreds of product teams, coaches, and stakeholders all over the world. My goal was to further test and refine the systematic step-by-step process that I laid out in the book across a diverse set of products and industries.

Along the way, I developed additional business modeling tools (the customer factory blueprint, Customer Forces Canvas, and traction roadmap), better validation strategies, and more practical techniques synthesizing concepts from a wide range of methodologies and frameworks, including Lean Startup, Design Thinking, Business Model Design, jobs-to-be-done, Systems Thinking, Behavior Design, and many more.

I found that to achieve breakthrough innovation under conditions of extreme uncertainty, you shouldn’t be limiting yourself to any one of these frameworks, but rather should be using all of them. While they all overlap, each has a specific superpower that makes it stand out above the others. I’ve curated these superpowers into a new framework of frameworks (the Continuous Innovation Framework) that is laid out in this book.

In this 10-year anniversary edition of Running Lean, you’ll find:

More effective stress testing techniques for shaping your early business model
A completely revised problem discovery interview script for uncovering real customer problems worth solving
A battle-tested process for building products you know customers want and don’t just hope they want

This book is the product of 10 years of rigorous testing, hundreds of product case studies, and thousands of iterations. I’m excited to share it with you.

Life’s too short to build something nobody wants.

Ash

December 21, 2021

WARNING: California’s Proposition 65

Editorial Reviews

About the Author

Ash Maurya is the author of the international bestseller "Running Lean: How to Iterate from Plan A to a plan that works" and the creator of the one-page business modeling tool "Lean Canvas". His new book is "Scaling Lean: Master the Key Metrics for Startup Growth". Ash is praised for offering some of the best and most practical advice for entrepreneurs and intrapreneurs all over the world. Driven by the search for better and faster ways for building successful products, Ash has developed a systematic methodology for raising the odds of success built upon Lean Startup, Customer Development, and Bootstrapping techniques.

Ash is also a leading business blogger and his posts and advice have been featured in Inc. Magazine, Forbes, and Fortune. He regularly hosts sold out workshops around the world and serves as a mentor to several accelerators including TechStars, MaRS, Capital Factory, and guest lecturers at several universities including MIT, Harvard, and UT Austin. Ash serves on the advisory board of a number of startups, and has consulted to new and established companies.

Product details

Publisher ‏ : ‎ O'Reilly Media; 3rd edition (May 3, 2022)
Language ‏ : ‎ English
Hardcover ‏ : ‎ 367 pages
ISBN-10 ‏ : ‎ 1098108779
ISBN-13 ‏ : ‎ 978-1098108779
Item Weight ‏ : ‎ 1.4 pounds
Dimensions ‏ : ‎ 6.3 x 1 x 9 inches

Best Sellers Rank: #249,464 in Books (See Top 100 in Books)
- #8 in Business Development
- #345 in Starting a Business (Books)
- #1,556 in Entrepreneurship (Books)

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132 ratings

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Ash Maurya

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Ash Maurya is the author of the international bestseller “Running Lean: How to Iterate from Plan A to a plan that works” and the creator of the one-page business modeling tool “Lean Canvas”. His new book is "Scaling Lean: Master the Key Metrics for Startup Growth".

Ash is praised for offering some of the best and most practical advice for entrepreneurs and intrapreneurs all over the world. Driven by the search for better and faster ways for building successful products, Ash has developed a systematic methodology for raising the odds of success built upon Lean Startup, Customer Development, and Bootstrapping techniques.

Ash is also a leading business blogger and his posts and advice have been featured in Inc. Magazine, Forbes, and Fortune. He regularly hosts sold out workshops around the world and serves as a mentor to several accelerators including TechStars, MaRS, Capital Factory, and guest lecturers at several universities including MIT, Harvard, and UT Austin. Ash serves on the advisory board of a number of startups, and has consulted to new and established companies.

Ash lives in Austin, TX.

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Customers find the book's advice essential for aspiring founders, with each chapter packed with valuable tips. They appreciate its readability, with one customer noting the writer's style is easy to read.

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13 customers mention "Advice"13 positive0 negative

Customers find the book's advice practical and easy to understand, with one customer noting that each chapter is packed with invaluable tips.

"...The Lean Canvas is a quick way to vet out a business idea, for anyone with the inspiration to start their own company...." Read more

"...Practical, actionable and essential advice for all aspiring founders." Read more

"...write up compared with the first edition and reflects 10 years of startup consulting experience plus a lot more concepts baked in...." Read more

"...Ash has done an amazing job in creating concrete steps and detailed frameworks to bring some tactics to the customer discovery (and many other)..." Read more

3 customers mention "Readability"3 positive0 negative

Customers find the book easy to read.

"...Highly recommend. The writer's style is easy to read, interesting, and very practical." Read more

"...It is a 100% different write up compared with the first edition and reflects 10 years of startup consulting experience plus a lot more concepts..." Read more

"Reads like a new book, not a new edition..." Read more

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honeybadger
Very practical and will help avoid costly mistakes!
Reviewed in the United States on November 26, 2024
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I'm so glad I found this book at the right time. It is going to help me save a lot of time and money by avoiding costly mistakes! Thanks to Ash Maurya for sharing his wisdom and experience.

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Value Appreciator
modern way to think about a new business
Reviewed in the United States on May 10, 2024
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This is a great book for any new entrepreneur. The Lean Canvas is a quick way to vet out a business idea, for anyone with the inspiration to start their own company. Working through the "Canvas" quickly teases out the viability of a business concept without the Herculean effort of putting together an investment-grade business plan. Highly recommend. The writer's style is easy to read, interesting, and very practical.

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Amazon Customer
essential knowhow for founders
Reviewed in the United States on October 27, 2024
Verified Purchase
Reread the third edition of this gem after 15 years in the startup ecosystem. Practical, actionable and essential advice for all aspiring founders.

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Nick R.
Incredible
Reviewed in the United States on September 11, 2022
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Ash wrote a masterpiece. I even reached out to him on LinkedIn to tell him as personally as I could. I read the first edition years ago and re-read it a few months ago. Then I saw this edition came out and decided to give it a read. It is a 100% different write up compared with the first edition and reflects 10 years of startup consulting experience plus a lot more concepts baked in. I was at an accelerator for 2 months recently and I am consistently shocked at how little other founders know around the over arching concepts around innovation and basically “start up tech”. After reading this my approach to testing ideas is much more focused and informed.

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Chris
Reads like a new book, not a new edition
Reviewed in the United States on October 11, 2022
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Customer Discovery is one of those lean startup ideas that is so easy to talk about but so hard to do well. “Talk to potential customers to discover their problems” is a critical mind shift for many but “ask open ended question” and “have a conversation” isn’t enough.

Ash has done an amazing job in creating concrete steps and detailed frameworks to bring some tactics to the customer discovery (and many other) steps in the early stage journey. As an entrepreneurship advisor and educator, the Running Lean (and accompanying Leanstack.com) tools fill a missing void and help answer “how do I do that?”

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Amazon Customer
Build something that your customer wants, needs and is willing to pay you for !
Reviewed in the United States on September 12, 2022
Verified Purchase
Ash Maurya personal mantra is “Life’s too short to build something nobody wants “ . 8 simple, but powerful words that every founder, start up, entrepreneur or business should remember.
This book is an invaluable resource for any start up or entrepreneur with a new business idea who is trying to navigate the confusing early stages of a start up. Each chapter is packed with invaluable tips, advice, insights and step by step guidance to help you test and design your business model, validate your idea, speak to customers and launch your product. .

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Amazon Customer

Build something that your customer wants, needs and is willing to pay you for !

Reviewed in the United States on September 12, 2022
Ash Maurya personal mantra is “Life’s too short to build something nobody wants “ . 8 simple, but powerful words that every founder, start up, entrepreneur or business should remember.
This book is an invaluable resource for any start up or entrepreneur with a new business idea who is trying to navigate the confusing early stages of a start up. Each chapter is packed with invaluable tips, advice, insights and step by step guidance to help you test and design your business model, validate your idea, speak to customers and launch your product. .

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Bianca v.
Required reading for no-BS entrepreneurs
Reviewed in the United States on May 10, 2022
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This book was a revelation to me.

I started a creative agency in 2015 as a writer who was well aware that I was starting with little to no business sense. I love to learn and tackle new challenges, so I figured I'd be able to get the hang of things if I just learned as much as I could from as many people as I could.

Big mistake.

The longer I ran my business, the more "help" I got, the more I read, the *more* stressful business became. It got to the point that I had to take a long sabbatical and reconsider my options. We were making money and doing good work, but the way we were doing things simply wasn't sustainable. And what's worse, I saw my clients making all the same mistakes and struggling year after year with the same unanswered questions I was.

Most of what I've learned about business in the last 7 years has felt like well-meaning but irritating noise. There's something about the way Mr Maurya sees and communicates that cuts through all of it. This book has restored my excitement about entrepreneurship. It reconnected me to that deep understanding that business is unpredictable and risky by nature -- and if you know how to handle it, it can actually be a fun and not life-sucking ride.

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Kelvin Parker
MBA in a book - a framework to ensure the success worthy projects (and stop those that aren't)
Reviewed in the United States on May 10, 2022
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IF ONLY I had this framework and process decades ago ...

The TIME and MONEY that would have been saved (from investing in projects that didn't stand a chance.)

And the rock-solid foundation and risk testing process that could have been put behind ONLY THE WORTHY projects.

A little thinking, planning, and "business engineering" before you dive into a project - will pay off with massive dividends.

Running Lean shows you how to do that, whether it's a start-up business, a division of a larger company, or an individual product launch or marketing campaign.

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Alfaro
Emocionante
Reviewed in Mexico on February 17, 2024
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Apenas voy al inicio.y todo lo que leo es congruente y apegado a la realidad

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Chirag Jobanputra
Practical Playbook for successful product launch
Reviewed in India on February 21, 2025
Verified Purchase
Right product launch is key for any entrepreneurial success. I have had my fair share of failures with product launch, scaling, and winning customer happiness. This books gives answers to these challenges. A must read if you are or want to be an entrepreneur. Well referenced book, the author gives evidence based ideas to manage the product launch to scale journey. Thank you Ash for writing this. It’s been incredible reading this book and applying to new product ideas.

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Leo Cerda
Hands down best applied innovation book
Reviewed in Australia on May 9, 2022
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The best thing about this book is it’s pragmatic approach to applying innovation. Ash has curated the “greatest hits” from all the relevant methods out there and turned it a repeatable framework that helps you actually apply the lean startup approach.
HIGHLY RECOMMENDED ⭐️⭐️⭐️⭐️⭐️

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Christian Fletcher-Walker
Lots of changes over prev edition.
Reviewed in the United Kingdom on August 3, 2024
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If you had prev edition. You must get this, lots of important updates and changes. Quite significant I’d say.

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Alexander G.
Great book
Reviewed in Germany on September 9, 2023
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I really had a lot of fun reading the book while gaining great insights. I would recommend it to anyone who needs a clear framework about how to build a startup.

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Build something that your customer wants, needs and is willing to pay you for !

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Build something that your customer wants, needs and is willing to pay you for !

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5.0 out of 5 stars Emocionante

5.0 out of 5 stars Practical Playbook for successful product launch

5.0 out of 5 stars Hands down best applied innovation book

5.0 out of 5 stars Lots of changes over prev edition.

5.0 out of 5 stars Great book

Emocionante

Practical Playbook for successful product launch

Hands down best applied innovation book

Lots of changes over prev edition.

Great book