We need to reengineer companies to focus on figuring out who the customer is, what's the market and what kind of product you should build.

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

If we stopped wasting people's time, what would they do with it?

A head start is rarely large enough to matter, and time spent in stealth mode-away from customers-is unlikely to provide a head start. The only way to win is to learn faster than anyone else.

Because startups often accidentally build something nobody wants, it doesn’t matter much if they do it on time and on budget. 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.

As you consider building your own minimum viable product, let this simple rule suffice: remove any feature, process, or effort that does not contribute directly to the learning you seek.

We must learn what customers really want, not what they say they want or what we think they should want.