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  • Running Lean: Iterate from Plan A to a Plan That Works

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Running Lean: Iterate from Plan A to a Plan That Works

by Ash Maurya (Author) Format: Paperback
4.8 out of 5 stars (167)

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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

Read more
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  1. ISBN-13
    979-8341664173
  2. Edition
    3rd
  3. Publisher
    O'Reilly Media
  4. Publication date
    September 23, 2025
  5. Language
    English
  6. Dimensions
    6 x 0.77 x 9 inches
  7. Print length
    367 pages
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From the Publisher

Running Lean: Iterate from Plan A to a Plan That Works

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

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

  • ASIN ‏ : ‎ B0FMFR44MF
  • Publisher ‏ : ‎ O'Reilly Media
  • Publication date ‏ : ‎ September 23, 2025
  • Edition ‏ : ‎ 3rd
  • Language ‏ : ‎ English
  • Print length ‏ : ‎ 367 pages
  • ISBN-13 ‏ : ‎ 979-8341664173
  • Item Weight ‏ : ‎ 1.19 pounds
  • Dimensions ‏ : ‎ 6 x 0.77 x 9 inches
  • Best Sellers Rank: #345,916 in Books (See Top 100 in Books)
  • Customer Reviews:
    4.8 out of 5 stars (167)

About the author

Follow authors to get new release updates, plus improved recommendations.
Ash Maurya

Ash Maurya

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Full content visible, double tap to read brief content.

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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