Ash Maurya

Running Lean - An exacting strategy for achieving a product/market fit

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Ry Walker
No joke, reading this book led me to quit my job, because it sounded so fun to execute the process that was laid out by Ash. It remains my most recommended book to startup founders.
Erik Torenberg
@rywalker elaborate more! tell the story :)
Ry Walker
@eriktorenberg heh - I wrote a blog post a while ago telling that story http://rywalker.com/ive-joined-s...
Ash Maurya
Thanks @rywalker !
Erik Torenberg
Ash - what was it like working w/ @lukasfittl? :)
Ash Maurya
@eriktorenberg No joke - he's one of smartest developers I've worked with. He built the first version of Lean Canvas in a few days after a 5 min conversation. You're lucky to have him. He doesn't eat ketchup though (???)
Lukas Fittl
@ashmaurya Haha, the little oddities everyone has. I don't like chocolate either ;) Spark59 was an awesome time, from Lean Canvas, to Lean Stack, to USERcycle. Still looking back to it with a smile!
Steven Sherman
One of the better, more actionable books for lean startup. His video content is also awesome; you can tell he put a lot of analysis into the process, which resonated with my engineering background.
Ash Maurya
Lukas Fittl
@ashmaurya Thanks for taking the time to join us for an AMA! 1) Its been a few years since Running Lean first came out. Which parts of the book would you emphasize differently today / which part of the book keeps coming back to you? 2) You're about to release a new book, Scaling Lean, whats the back story & when can we get it? :)
Ash Maurya
Thanks @lukasfittl - 1. The basics never change. My epiphany when I wrote that book can be summed with a mind shift of thinking of the business model vs the solution as the product. That piece is still true to this day - what I now term the "innovator’s bias" (for the solution). The part that blew up beyond my expectations was the adoption of Lean Canvas and follow on questions on how best to use it model all kinds of business models. I certainly spend more time there too than I thought I would. 2. As you can imagine a book, like a large project, is never finished - only released. Scaling Lean is my attempt to address many unanswered questions that help to “scale” the concepts as both product and teams grow. The 3 biggest ones are - how to more concretely define psfit, pmfit, and scale, - how to identify riskiest assumptions systematically, and - how to practice these ideas in teams > 3 ppl
Melissa Joy Kong
Hi @ashmaurya —love your work. Following up on @lejlahunts question above. In the Bay Area (as well among the overarching American startup community) the acquisition of external funding is often lauded as a "success" milestone. How do you think this kind of thinking contributes to the way startups think about their market growth and business models?
Ash Maurya
@melissajoykong I write about this a bit in Running Lean: External funding is not market validation. It is not traction. Traction is only measured by repeatable actions your customers take that leads to future monetizable value. Unless you have your business model close to pm fit, raising money should not be cause for celebration, but a reality check that the time is ticking. Everything costs 10 times more because you to return a 10X ROI. I don't want to be downer... some businesses do have to raise money...and most need to raise money for accelerating growth. That last kind is a cause for celebration.
Erik Torenberg
It is my pleasure to introduce Ash Maurya for an AMA today at 11:30 AM PST. Ash is the author of the international bestseller “Running Lean: How to Iterate from Plan A to a plan that works” and the creator of the one-page business modeling tool “Lean Canvas”. Ask questions in advance...! :)
Ash Maurya
Thanks @eriktorenberg! It's my pleasure.
Andreas Klinger
Hey @ashmaurya Long time no see. Would love to hear your opinion on this: From my POV lean became a very useful toolset in larger enterprises to empower people below highly-opinionated upper level managers. But it feels like the core values became "default" for startups but startups stopped using the lingo. As one of the forefront people of Lean what's your POV on lean today? Where do you see it atm and how does it continue to evolve?
Ash Maurya
@andreasklinger Yes it's been a while. I think like original "lean" thinking, core values seem to have become default at startups but I still don't see evidence of rigorous enough practice. One of the biggest ideas towards proper adoption is innovation accounting. Despite the bad name, it takes lots of discipline that most startups aren't ready to put in - it seems. Tooling is getting better but not there yet. I agree more apparent progress seems to be occurring in the enterprise front. That said, my thing always has been to try and tackle the problem of raising odds of success. I continue to push more things under the lean umbrella until I'm told to stop :) 3 biggest areas of interest for me are: 1. Jobs-to-be-done thinking: It simplifies the search of problems without falling into the innovator's bias for the solution. 2. Theory of Constraints: It drives focus on the right actions that stand to deliver the greatest impact. 3. The Scientific Method: Brings more empirical learning through better processes.
Lejla Bajgoric
Hi @ashmaurya :) In the book you put an emphasis on bootstrapping a company without external funding - whats your own experience been in that regard?
Ash Maurya
@lejlahunts I've built close to a dozen products under 2 company umbrellas since 2002 - all bootstrapped without external funding. The first 7 years were very build heavy but I found how to fund them with customer funding. Then I learned that time was even more valuable than money. You can get more money but not more time. The last 5 or so years, have been very lean focused...where I have said no to more products than I have pursued.
Emily Hodgins
@ashmaurya thanks for joining us today! Are there any books that you have read recently that had a strong impact on your work?
Ash Maurya
@ems_hodge I read a lot but one big influence in my current work is anything "systems thinking" related. A lot of my new ideas are built on "The Theory of Constraints" for which the Goal by Goldratt is the primer. I really enjoyed Nir Eyal's book Hooked and an upcoming book (not published yet) by Alan Klement on Jobs-to-be-done.
Kunal Bhatia
@ashmaurya, thanks for doing the AMA. Of all the products/companies you've built, which was the least "lean", and what did you learn from that experience?
Ash Maurya
@kunalslab definitely the first - no surprise there. I got hit by an idea and thought it was so valuable that I swore everyone to secrecy. I then spent a year building with 3 others, then Friendster launched. We were building a social network, like all the others that came after, before it was even a term. But ours was private and we thought that difference would matter so we kept going for another year. Lessons learned there: - Stealth almost never works. You have to share ideas with customers. Customers don't care about your solution anyway so there's little fear there. - Being different is not enough unless it's a difference that matters.
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