PRESCRIBED TEXT FOR MKTG6004 AT THE UNIVERSITY OF SYDNEY, SEMESTER 1 2012
Most new businesses fail. But many of those failures are preventable.
The Lean Startup is a new approach to business that's being adopted around the world. It is changing the way companies are built and new products are launched.
The Lean Startup is about learning what your customers really want. It's about testing your vision continuously, adapting and adjusting before it's too late.
Now is the time to think Lean.
'Every so often a business book comes along that changes how we think about innovation and entrepreneurship. Eric Ries's The Lean Startup has the chops to join this exalted company.' Philip Delves Broughton, Financial Times
'If you are an entrepreneur, read this book. If you are thinking about becoming an entrepreneur, read this book. If you are just curious about entrepreneurship, read this book.' Randy Komisar, founding director of TiVo
'Eric Ries has created a science where previously there was only art. A must-read for every serious entrepreneur - and every manager interested in innovation.'
Marc Andreessen, cofounder of Andreessen Horowitz, Opsware, and Netscape
'The Lean Startup will change the way we think about entrepreneurship.'
Tom Eisenmann, professor of entrepreneurship, Harvard Business School