Testing Business Ideas

Your Field Guide for Rapid Experimentation

A practical guide to effective business model testing

7 out of 10 new products fail to deliver on expectations. Testing Business Ideas aims to reverse that statistic. In the tradition of Alex Osterwalder’s global bestseller Business Model Generation, this practical guide contains a library of hands-on techniques for rapidly testing new business ideas.

Testing Business Ideas explains how systematically testing business ideas dramatically reduces the risk and increases the likelihood of success for any new venture or business project. It builds on the internationally popular Business Model Canvas and Value Proposition Canvas by integrating Assumptions Mapping and other powerful lean startup-style experiments.

A definitive field guide to business model testing, this book features practical tips for making major decisions that are not based on intuition and guesses. Testing Business Ideas shows leaders how to encourage an experimentation mindset within their organization and make experimentation a continuous, repeatable process.


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This book is for…



You are working nights and weekends on an idea, but need to understand the viability of it. Use your time efficiently to engage in the right experiments. Communicate your ideas clearly through evidence and learn when to turn your side hustle into a business.
Corporate Innovators

Corporate Innovators

You are creating new revenue inside a corporation, but it is risky and you don’t want to damage the brand. You need to clarify the testing process. Build your innovation practice. Communicate evidence and progress to stakeholders. Find the next best test.
Startup Founders

Startup Founders

You are thinking big, but want to test small. Identify the biggest risks to your business. Reduce risk by generating concrete evidence. Communicate evidence and align with co-founders or other stakeholders. Place small bets to grow your business on the right path to scale.


Testing Business Ideas

How can you tell a good idea from a bad idea? They both look the same early on. Testing your idea is the hard part.

Key Takeways:

  • Using design thinking to extract your assumptions
  • How to create an assumptions map
  • Running experiments to generate valuable insights
  • Making testing business ideas a repeatable process

Ethics in Experimentation

Using the scientific method to create new products and businesses is gaining momentum. We need to have practices in place for experimenting with our customers, not on our customers.

Key Takeways:

  • 5 ethical principles to guide your work
  • Which experiments you stop running right away
  • How to co-create with your customers
  • Integrating safe testing practices into your company

Leading Through Uncertainty

You were likely promoted because you of what you know, but what if you don’t have the answers? Leading teams and companies through uncertainty requires a different type of leadership style.

Key Takeways:

  • The journey of becoming a leader
  • Distinguishing between transactional and transformative leadership
  • When to lead with questions, not answers
  • Three most common biases and how to keep them in check

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