The only way to win is to learn faster than anyone else.

If we do not know who the customer is, we do not know what quality is.

Zero invites imagination, but small numbers invite questions about whether large numbers will ever materialize.

Better to have bad news that's true than good news we made up

Lean thinking defines value as providing benefit to the customer; anything else is waste.

The goal of a startup is to figure out the right thing to build-the thing customers want and will pay for-as quickly as possible. In other words, the Lean Startup is a new way of looking at the development of innovative new products that emphasizes fast iteration and customer insight, a huge vision, and great ambition, all at the same time.

New Customers come from the action of past customers