Testing Business Ideas
Your Field Guide for Rapid Experimentation
A practical guide to testing business models with evidence, not intuition.
With 7 out of 10 new products failing to meet expectations, Testing Business Ideas gives leaders a proven way to flip the odds. Building on the global bestseller Business Model Generation, this field guide introduces a library of hands-on techniques for rapidly pressure-testing ideas before committing significant resources.
By systematically testing assumptions, organizations can dramatically reduce risk, protect capital, and increase the likelihood of scalable success. The book extends the widely used Business Model Canvas and Value Proposition Canvas with Assumptions Mapping and a portfolio of lean, real-world experiments.
Packed with practical tools and case-based tips, Testing Business Ideas helps leaders make critical investment decisions with evidence—and embed experimentation as a continuous, repeatable process inside their organizations.
TESTIMONIALS
Hear what readers have to say about David’s book!
This book is for…
Solopreneurs
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
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
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.
