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Testing Business Ideas: How to Get Fast Customer Feedback, Iterate Faster and Scale Sooner (The Strategyzer Series) Paperback – Illustrated, November 12, 2019

by David Bland (Author), Alexander Osterwalder (Author)
4.6 4.6 out of 5 stars 1,168 ratings
See all formats and editions
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A practical guide to effective business model testing

7 out of 10 new products fail to deliver on expectations. Testing Business Ideas aims to reverse that statistic. In the tradition of Alex Osterwalder’s global bestseller Business Model Generation, this practical guide contains a library of hands-on techniques for rapidly testing new business ideas.

Testing Business Ideas explains how systematically testing business ideas dramatically reduces the risk and increases the likelihood of success for any new venture or business project. It builds on the internationally popular Business Model Canvas and Value Proposition Canvas by integrating Assumptions Mapping and other powerful lean startup-style experiments.

Testing Business Ideas uses an engaging 4-color format to:

  • Increase the success of any venture and decrease the risk of wasting time, money, and resources on bad ideas
  • Close the knowledge gap between strategy and experimentation/validation
  • Identify and test your key business assumptions with the Business Model Canvas and Value Proposition Canvas

A definitive field guide to business model testing, this book features practical tips for making major decisions that are not based on intuition and guesses. Testing Business Ideas shows leaders how to encourage an experimentation mindset within their organization and make experimentation a continuous, repeatable process.

Previous page
  1. Part of series
    Strategyzer
  2. Print length
    348 pages
  3. Language
    English
  4. Publisher
    John Wiley & Sons Inc
  5. Publication date
    November 12, 2019
  6. Dimensions
    9.5 x 0.75 x 7.5 inches
  7. ISBN-10
    1119551447
  8. ISBN-13
    978-1119551447
  9. See all details
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From the brand

Previous page
  2. strategyzer logo

    Alexander Osterwalder is the cofounder of Strategyzer, a leading innovation company that puts practical tools into the hands of business leaders and strategy practitioners around the world. He is a passionate entrepreneur, sought-after speaker, and together with his team, the author of multiple bestselling titles in the popular Strategyzer Series, which visually captures the core concepts in the Strategyzer business toolkit.

  3. Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers (The Strate...
    Value Proposition Design: How to Create Products and Services Customers Want (The Strategyzer Ser...
    The Invincible Company: How to Constantly Reinvent Your Organization with Inspiration From the Wo...
    Testing Business Ideas: A Field Guide for Rapid Experimentation (The Strategyzer Series)

    Featured Strategyzer titles

    Visit the Store

  4. Strategyzer business innovation graphic
  5. Strategyzer box set graphic

    Strategyzer Box Set

    Stunning, full-color library packed with five innovation and visual thinking guides from Strategyzer.

  6. Strategyzer business models graphic
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From the Publisher

Ready to reinvent your organization? Get inspired with the uniquely visual, always innovative Strategyzer series:

business model generation, osterwalder, alex osterwalder, alexander osterwalder, strategyzer

value proposition design, osterwalder, alex osterwalder, alexander osterwalder, strategyzer

testing business ideas, osterwalder, alex osterwalder, alexander osterwalder, strategyzer

the invincible company, osterwalder, alex osterwalder, alexander osterwalder, strategyzer

Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers

Business Model Generation teaches you how to systematically understand, design, and differentiate your business model.

Value Proposition Design: How to Create Products and Services Customers Want

Value Proposition Design helps you tackle a core challenge of every business—creating compelling products and services customers want to buy.

Testing Business Ideas: A Field Guide for Rapid Experimentation

Testing Business Ideas explains how to increase the success of any venture by providing a practical guide to rapid experimentation.

The Invincible Company: How to Constantly Reinvent Your Organization

The Invincible Company shows how any organization can become unstoppable by managing a portfolio of existing businesses and by simultaneously exploring a pipeline of potential new growth engines.

Editorial Reviews

From the Inside Flap

Your #1 job as an innovator, entrepreneur, or corporation is to test your business ideas to reduce the risk of failure.

Seven out of ten new products fail to deliver on expectations. Testing Business Ideas aims to reverse that statistic. In the tradition of the global bestseller Business Model Generation, this practical guide contains a library of hands-on techniques for rapidly testing new business ideas.

You'll learn the process, design your first experiment, and start testing business ideas. If you're already familiar with testing, you can boost your skills with the extensive library of tests. Lastly, you'll learn to scale testing systematically in your organization through ceremonies and shared language. It's time to move past opinions and bulletproof your ideas with evidence today.

From the Back Cover

Your #1 job as an innovator, entrepreneur, or corporation is to test your business ideas to reduce the risk of failure.

Seven out of ten new products fail to deliver on expectations. Testing Business Ideas aims to reverse that statistic. In the tradition of the global bestseller Business Model Generation, this practical guide contains a library of hands-on techniques for rapidly testing new business ideas.

You'll learn the process, design your first experiment, and start testing business ideas. If you're already familiar with testing, you can boost your skills with the extensive library of tests. Lastly, you'll learn to scale testing systematically in your organization through ceremonies and shared language. It's time to move past opinions and bulletproof your ideas with evidence today.

Product details

  • Publisher ‏ : ‎ John Wiley & Sons Inc; Illustrated edition (November 12, 2019)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 348 pages
  • ISBN-10 ‏ : ‎ 1119551447
  • ISBN-13 ‏ : ‎ 978-1119551447
  • Item Weight ‏ : ‎ 2.21 pounds
  • Dimensions ‏ : ‎ 9.5 x 0.75 x 7.5 inches
  • Customer Reviews:
    4.6 4.6 out of 5 stars 1,168 ratings

About the authors

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Previous page
  1. Alexander Osterwalder

    Alexander Osterwalder

    Brief content visible, double tap to read full content.
    Full content visible, double tap to read brief content.

    Dr. Alexander (Alex) Osterwalder is one of the world's most influential strategy and innovation experts, a leading author, entrepreneur, and in-demand speaker whose work has changed the way established companies do business and how new ventures get started.

    Ranked No. 4 of the top 50 management thinkers worldwide, Osterwalder is known for simplifying the strategy development process and turning complex concepts into digestible visual models. Together with Yves Pigneur, he invented the Business Model Canvas, Value Proposition Canvas, and Business Portfolio Map - practical tools that are trusted by millions of business practitioners from leading global companies including Microsoft, Coca-Cola, Nestlé, MasterCard, Sony, Fujitsu, 3M, Intel, Roche, Colgate-Palmolive, and many more.

    Strategyzer, the company Osterwalder co-founded in 2010, is an innovation powerhouse, providing online courses, applications, and technology-enabled services to help organizations effectively and systematically manage strategy, growth, and transformation.

    Osterwalder's books include the international bestseller Business Model Generation, Value Proposition Design: How to Create Products and Services Customers Want and Testing Business Ideas, and his forthcoming book for senior leaders, The Invincible Company, to publish in spring 2020.

    He holds the Strategy Award from Thinkers50 and the European Union's inaugural Innovation Luminary Award. In 2019, Osterwalder chaired the prestigious Drucker Forum, the premier annual business management conference. A frequent and popular keynote speaker, Osterwalder travels the world discussing his ideas and strategies at Fortune 500 companies, premiere innovation conferences, and leading universities.

    He holds a doctorate from HEC Lausanne, Switzerland, and is a founding member of The Constellation, a global not-for-profit organization connecting local responses to global issues around the world.

    See more on the author's page
  2. David J. Bland

    David J. Bland

    Brief content visible, double tap to read full content.
    Full content visible, double tap to read brief content.

    David J. Bland is a founder, author, speaker and advisor who resides in Northern California. David helps companies find product market fit and growth using lean startup, design thinking and business model innovation.

    In 2015, David created Precoil to help companies test new products and services. He's worked with companies such as GE, Adobe, Toyota, HP, Behr and others all around the world.

    Prior to Precoil, David was a Principal at both Neo and BigVisible. He made the switch to advising around 2010 and prior to that, spent over 10 years of his career scaling technology startups.

    He continues to give back to the startup community by teaching at several startup accelerators in Silicon Valley.

    See more on the author's page
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Customer reviews

4.6 out of 5 stars
4.6 out of 5
1,168 global ratings
Calling all Corporate Innovators, Startup Entrepreneurs, and Solopreneurs!!!
5 Stars
Calling all Corporate Innovators, Startup Entrepreneurs, and Solopreneurs!!!
Got an idea and unsure how to get a better understanding of its viability, feasibility, desirability? This book delivers on how best to approach your (and possibly your team or company's) learning journey!The book is divided into 4 sections: Design, Test, Experiments, and Mindset. The first two sections are about setting yourself up for success before you get an experiment underway (e.g. team design, identifying your hypothesis). The Experiments section helps you pick the right experiment (out of 44) by asking questions around level of uncertainty and urgency along with some rules of thumb. The book closes with Mindset and shares with the reader many pitfalls that can be encountered (and how to avoid them) as well as the role of leadership along the journey.Be sure to check out the Precoil website where the primary author, David Bland, has supplementary resources, videos, etc. along with workshop offerings to further develop your knowledge and skills. As of the time of this review, conducting workshops remotely is essentially a requirement and David has already proven to be highly skilled in promoting personal and group engagement in this delivery format.Last note: the other books in the Strategyzer series (Business Model Generation, Value Proposition Design, and The Invincible Company) are a complementary wealth of guidance.
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Top reviews from the United States

Brian K. Seitz
5.0 out of 5 stars Practical Testing of Business Ideas
Reviewed in the United States on November 17, 2019
Verified Purchase
As expected Bland & Osterwalder did an excellent job explaining their Testing Framework, identify who could benefit from it and where each set of questions applies to previous Business Model Canvas framework. They divide testing ideas into three main categories: Desirability, Feasibility, and Viability. These are not arbitrary classifications and should be the concern of every entrepreneur, architect and business executive. What I haven't seen is coverage outside the core BMC elements. Those of you that have read Business Model Generation rather than the summaries many people give will note that the external forces that a business model operates within are significantly important and have influences on the core model. My assumption is the hypothesis behind the Testing Framework is to discover those interactions with those external factors. I'm not sure however, unless focused to do so the framework will not yield such situational awareness. Like SAFe Agile it may have to grow to be a more comprehensive Enterprise Class tool. From just this snapshot I'd would rate it an Amazon 5 Star. The gaps I see may be more scope decisions that Strategyzer made keeping the context on rapid testing around the internal factors of the business model. However, the topic of testing business ideas is well represented here in a practical manner.
21 people found this helpful
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John Bradberry
5.0 out of 5 stars A Tool-Rich Resource -- keep it close by if you are launching an idea, a product, or a venture
Reviewed in the United States on April 9, 2020
Verified Purchase
The notion of "experiments" gives rise to an interesting phenomenon in the world of innovation and entrepreneurship. Because our assumptions about the future are so ironclad and 'obvious,' most founders, innovators, and leaders think of experiments as a luxury, something to be done when we have more time. What they fail to grasp is that *every* initiative is an experiment, consciously or not.

The beauty of this work is that David and Alex provide a broad set of methods for *consciously* experimenting in order to dramatically reduce risk and elevate odds of success. This is one of those works that represents decades of accumulated knowledge, immediately applicable and valuable.

This is not only a beautifully rendered book, but a resource that will be dog-eared over time for anyone aspiring to build viable, profitable products and businesses.
One person found this helpful
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Jessi Tatko
5.0 out of 5 stars This has all the tools - a true must have business startup survival guide!
Reviewed in the United States on January 7, 2020
Verified Purchase
The reasoning Bland and Osterwalder give for testing the business idea’s are genius. The models are easy to follow and made it simple to create a visual business canvas that anyone can understand. This not only helped me organize my new startup but helped me realize where I could strengthen my other two companies. I spent 3 months staring at notes to start a multi-level complicated company. The day I received his book and watched a couple of YouTube video’s - was the day I organized everything. The only complication of reading this book was all the new ideas it gave me. I could go on but thank you for this guide.
2 people found this helpful
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Tony R. Harper
5.0 out of 5 stars Calling all Corporate Innovators, Startup Entrepreneurs, and Solopreneurs!!!
Reviewed in the United States on June 7, 2020
Verified Purchase
Got an idea and unsure how to get a better understanding of its viability, feasibility, desirability? This book delivers on how best to approach your (and possibly your team or company's) learning journey!

The book is divided into 4 sections: Design, Test, Experiments, and Mindset. The first two sections are about setting yourself up for success before you get an experiment underway (e.g. team design, identifying your hypothesis). The Experiments section helps you pick the right experiment (out of 44) by asking questions around level of uncertainty and urgency along with some rules of thumb. The book closes with Mindset and shares with the reader many pitfalls that can be encountered (and how to avoid them) as well as the role of leadership along the journey.

Be sure to check out the Precoil website where the primary author, David Bland, has supplementary resources, videos, etc. along with workshop offerings to further develop your knowledge and skills. As of the time of this review, conducting workshops remotely is essentially a requirement and David has already proven to be highly skilled in promoting personal and group engagement in this delivery format.

Last note: the other books in the Strategyzer series (Business Model Generation, Value Proposition Design, and The Invincible Company) are a complementary wealth of guidance.
Customer image
Tony R. Harper
5.0 out of 5 stars Calling all Corporate Innovators, Startup Entrepreneurs, and Solopreneurs!!!
Reviewed in the United States on June 7, 2020
Got an idea and unsure how to get a better understanding of its viability, feasibility, desirability? This book delivers on how best to approach your (and possibly your team or company's) learning journey!

The book is divided into 4 sections: Design, Test, Experiments, and Mindset. The first two sections are about setting yourself up for success before you get an experiment underway (e.g. team design, identifying your hypothesis). The Experiments section helps you pick the right experiment (out of 44) by asking questions around level of uncertainty and urgency along with some rules of thumb. The book closes with Mindset and shares with the reader many pitfalls that can be encountered (and how to avoid them) as well as the role of leadership along the journey.

Be sure to check out the Precoil website where the primary author, David Bland, has supplementary resources, videos, etc. along with workshop offerings to further develop your knowledge and skills. As of the time of this review, conducting workshops remotely is essentially a requirement and David has already proven to be highly skilled in promoting personal and group engagement in this delivery format.

Last note: the other books in the Strategyzer series (Business Model Generation, Value Proposition Design, and The Invincible Company) are a complementary wealth of guidance.
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7 people found this helpful
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Pedro Goncalves
4.0 out of 5 stars Simple clear explanations
Reviewed in the United States on December 16, 2019
Verified Purchase
It is a small oddly-shaped book filled with simple useful explanations for the basic concepts necessary to test business ideas. It does not go too much in-depth on the topic, so it is a good start and also a good reminder of the concepts.
6 people found this helpful
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R William
5.0 out of 5 stars No one should start a business before reading this book...
Reviewed in the United States on August 15, 2022
Verified Purchase
David Bland takes the reader through 44 real case studies on how to test your business idea before you spend too much time, money, or energy on it... save yourself possibly a lot of grief by reading this book before developing your business.
These real-life tests work whether your business is a product, a service, is web-based, or Brick & Mortar. And the same goes for whether you are a sole proprietor, a small business owner, or part of a large business...Bland has got you covered.
(And if you really want to get your game on, get a copy of Steven Blank's "The Startup Owner's Manual" as well...!)
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Amir
5.0 out of 5 stars ONE OF MY FAVORITE BOOKS
Reviewed in the United States on September 29, 2021
Verified Purchase
This book is GREAT!! Its literally all the best techniques we need to reduce risk and increase chance of success in business. I learned a lot of great information that can really help!! Most startups fail, but this book is really a guide to avoid that with less cost and time first!!
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Michael Mozill
5.0 out of 5 stars An excellent addition to The Strategyzer Series.
Reviewed in the United States on July 4, 2023
Verified Purchase
An excellent addition to The Strategyzer Series.
2 people found this helpful
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Top reviews from other countries

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Yael Suárez
5.0 out of 5 stars Gran libro, una maravillosa herramienta de aprendizaje
Reviewed in Mexico on September 3, 2023
Verified Purchase
Una maravillosa herramienta para lanzar prototipos, entender los elementos principales del BMC y tomar en cuenta todo el proceso de diseño funcional del prototipo. Simplemente genial!
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Amzon User
5.0 out of 5 stars Ton of wisdom and techniques
Reviewed in India on March 14, 2024
Verified Purchase
I learned a lot from reading this book. Full of illustrations and good ideas t9 try. Highly recommended for anyone in product space
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anabelle
5.0 out of 5 stars strategic planning and execution for testing a business idea
Reviewed in the United Kingdom on November 10, 2023
Verified Purchase
Very detailed description and explanations. Provides a lot of structure to follow. Would recommend if you are testing a business idea. This book gives you step by step guidance on what steps you can take to test the idea.
One person found this helpful
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Vicente Rivas
5.0 out of 5 stars Libro de trabajo para innovadores y emprendedores
Reviewed in Spain on February 9, 2023
Verified Purchase
Seas un emprendedor independiente o dentro de una organización, si te dedicas a desarrollar nuevas ideas y modelos de negocio, debe completar tu serie de libros e incorporar éste a tu colección.
No es un libro de lectura amena, es un manual con herramientas de trabajo.
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Paulo Peres
5.0 out of 5 stars Reduza l risco
Reviewed in Brazil on January 19, 2020
Verified Purchase
Muito bom pra abrir sua mente sobre como realmente você ter mais certeza e reduzir o risco sobre suas ideias de negócio e de produtos. Recomendo fortemente.
One person found this helpful
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