Study the principles of Lean Startup, Design Thinking, Jobs-to-be-Done and more. Understand how they fit together and how to apply them to your idea.


Videos, templates, and text help you think through your idea, know what to test and validate, and how to develop customer empathy and run rapid experiments.


In the end, there’s no substitute for doing the work. Boost your confidence by knowing how to go about testing, iterating and validating your business model. Then go grow your business!

The Entrepreneur’s Guide to Customer Development 2nd Edition Highlights

The new edition contains brand new content and new thinking based on the 10 years + of startup and corporate innovation learning. In addition to updates to Customer Development and Lean Startup, now Agile, Design Thinking, and “Jobs-to-be-Done” principles are included, as well as demonstrating how all these frameworks work together to drive real impact for your business.

Learn about:

  • Lean Startup
  • Customer Development
  • Design Thinking
  • Agile
  • Jobs-to-be-Done


  • Persona Zooms
  • Experiment map
  • Value Stream tool
  • Kanban board
  • Prioritization boards


  • Customer-Problem
  • Customer-Solution
  • Customer Relationship
  • Personal Kanban
  • more coming…

Circa 2008, a group of tech entrepreneurs came together on a Google Group to discuss practical applications of Steve Blank’s Customer Development framework as described in a compilation of university lecture notes he titled Four Steps to the Epiphany. Meanwhile, Eric Ries, a student of Blank’s was blogging about his ideas combining customer development with agile software development principles, which he came to call Lean Startup.

In 2010, Patrick Vlaskovits and I wrote the first edition of the Entrepreneur’s Guide to Customer Development, lovingly dubbed “The Startup Bluebook”—the first book to discuss the practical application of these principles. It quickly made its way into the hands of startup founders, forward-thinking corporate innovators, university business school professors, and accelerator program directors around the globe.

The 2nd edition is explicitly designed to reach further into the innovation economy, adding new frameworks to balance in your work including agile, design thinking, and jobs-to-be-done. Further, the tools provided have been used by Brant Cooper and Moves the Needle to support thousands of entrepreneurs and dozens of the world’s biggest companies.

Sign-up today and immediately receive both the 1st Edition and the draft of the 2nd. No matter your level of experience, type of organization, role in the innovation community sign up now to get instant access to a wealth of content and resources immediately applicable to your venture.