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Book: The Leap Startup
Chapter No.: 4
Chapter: Experiment
Author: Eric Ries

In Chapter 4, "Experiment," Eric Ries asserts that a startup's endeavors should be approached as scientific experiments to rigorously test its core strategy, challenging the "just do it" mindset that often leads to building products nobody wants.

Key topics include:

• Entrepreneurial Science: Every product, feature, or campaign is viewed as an experiment with a clear hypothesis, making testable predictions to empirically achieve validated learning about a sustainable business.

• "Think Big, Start Small": Exemplified by Zappos, this involves testing a grand vision with a minimum viable product (MVP), like selling shoes online using local store photos, to gather real customer behavior data quickly and cost-effectively.

• Experimentation as a Core Activity: Companies like Kodak Gallery shift from building features based on assumptions to first answering fundamental customer problem questions using prototypes to learn from customer interaction.

• Universal Applicability: The experimental approach—using small, focused tests to validate assumptions and reduce waste—is effective across various industries, from Village Laundry Services to government initiatives like the Consumer Federal Protection Bureau.

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