Subject areaRevenue and sales
Lean Startup is the method for launching a new product or business while cutting the most expensive waste of all: building something nobody wants to buy.
Eric Ries set it out in «The Lean Startup» (2011), taking lean from the factory to innovation. Its core is the build-measure-learn loop: you build an MVP, measure how real customers react, and learn whether to persevere or change direction, with what Ries calls a pivot.
For marketing and sales it changes the order of things: assumptions about the customer are tested in the market before investing, and every campaign becomes an experiment with a precise question. Enrico Giubertoni brought the method to the room in 2015 with a talk at Lean Startup Machine Milan, the workshop format born in New York, and presented it on the OkRadio programme «Aperitivo Aziendale».
Source: Eric Ries, The Lean Startup, 2011.
An example
A financial advisory firm is considering a subscription service for small businesses. Before building the platform it publishes a page describing the service, with the price and a sign-up button, and measures how many people press it: the market's answer, before any investment.
Enrico Giubertoni. Licensed under CC BY-NC 4.0: you may quote, translate and adapt this entry with the author’s name and a link, stating any changes. For commercial use, write to info@enricogiubertoni.com
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