Running Lean: Iterate from Plan A to a Plan That Works – A smart business startup guide – #bookreview

Running Lean: Iterate from Plan A to a Plan That Works
By Ash Maurya
(O’Reilly, hardback, list price $24.99; Kindle edition, list price $19.99)

Starting a business soon?
Still sketching one out on cocktail napkins but getting ready to approach potential partners and staff?

Don’t launch without spending some well-focused time with the second edition of this thought-provoking and popular book.

If you have launched already and now have doubts about what you are trying to do, it’s not too late to consult Running Lean and pivot in a better direction. (The first edition was an ebook aimed mostly at those who create web-based products. This new edition adds tested new materials for a much wider business audience.)

The book’s goal is to help you “find a plan that works before running out of resources,” by “stress testing” Plan A and quickly moving to a new plan – even all the way to Plan Z and beyond – if your original schemes flounder.

Running Lean aims to provide “a better, faster way to vet new product ideas and build successful products” so you are able to make the best use of any startup’s most critical resource: time.

The book also is “about testing a vision by measuring how customers behave.” It is “about engaging customers throughout the product development cycle.” And, Ash Maurya writes, it is about getting your butt out of the building and away from your computer and your labs.

“You have to get out and directly engage customers.”

Furthermore, you have to push that engagement in a way that avoids the “classic product-centric approach [that] front-loads some customer involvement during the requirements-gathering phase but leaves the customer validation until after the software [or other product] is released. There is a large ‘middle’ when the startup disengages from customers for weeks or months while they build and test their solution,” Maurya emphasizes.

“During this time, it is quite possible for the startup to either build too much or be led astray from building what the customer wants.”

This excellent book, the first in O’Reilly’s new “Lean Series,” pulls together ideas from Steve Blank in The Four Steps to the Epiphany, Eric Ries in The Lean Startup, and others, as well as Ash Maurya’s multiple successes with startups. Eric Ries is the series editor.

Running Lean provides a well-structured guide to putting Lean Startup ™ principles directly to work in virtually any new business venture. And it could help you revitalize an existing enterprise, while you still have time and resources, if your current Plan A needs a Plan B, Plan C, or Plan Z, ASAP.


Si Dunn is a novelist, screenwriter, freelance book reviewer, and former software technical writer and software/hardware QA test specialist. His latest book is Dark Signals, a Vietnam War memoir available soon in paperback. He also is the author of a detective novel, Erwin’s Law, a novella, Jump, and several other books and short stories.


  • Si Dunn is a novelist, screenwriter, photojournalist, and book reviewer. His published books include: DARK SIGNALS, a Vietnam War memoir; ERWIN'S LAW, a private-detective novel; and JUMP, a novella about a combat veteran suffering from PTSD and alienation while trying to work for newspapers as a journalist. Several of his feature screenplays recently were under option to movie producers. He spent nearly 15 years working as a technical writer and software tester in the telecommunications industry. His current programming interests include Go, JavaScript, Python, R, Angular, and other languages and frameworks. He is a U.S. Navy veteran and a graduate of the University of North Texas.

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