His experiment helped in various ways since he also found what the customers really wanted. He experimented by clicking pictures of shoes available in retail stores and posted them online to sell them. Nick Swinmurn, the founder, had a hypothesis that customers would love a shoe store online. Consider Zappos – an online shoe store – for instance. Every firm’s goal is to build products around their vision, and that’s possible only by experimenting. It’s essential for companies to conduct experiments since it allows them to predict the future to a certain extent. Ries provides a scientific approach to creating and managing successful startups in a age when companies need to innovate more than ever.If a company hesitates to experiment, it simply fails to learn. Rather than wasting time creating elaborate business plans, The Lean Startup offers entrepreneurs-in companies of all sizes-a way to test their vision continuously, to adapt and adjust before it’s too late. It enables a company to shift directions with agility, altering plans inch by inch, minute by minute. Inspired by lessons from lean manufacturing, it relies on “validated learning,” rapid scientific experimentation, as well as a number of counter-intuitive practices that shorten product development cycles, measure actual progress without resorting to vanity metrics, and learn what customers really want. The Lean Startup approach fosters companies that are both more capital efficient and that leverage human creativity more effectively. What they have in common is a mission to penetrate that fog of uncertainty to discover a successful path to a sustainable business.
This is just as true for one person in a garage or a group of seasoned professionals in a Fortune 500 boardroom. Eric Ries defines a startup as an organization dedicated to creating something new under conditions of extreme uncertainty. The Lean Startup is a new approach being adopted across the globe, changing the way companies are built and new products are launched. But many of those failures are preventable.
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