57 books like Testing Business Ideas

By David J. Bland, Alex Osterwalder,

Here are 57 books that Testing Business Ideas fans have personally recommended if you like Testing Business Ideas. Shepherd is a community of 11,000+ authors and super readers sharing their favorite books with the world.

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Book cover of Escaping the Build Trap: How Effective Product Management Creates Real Value

Jeff Gothelf Author Of Forever Employable: How to Stop Looking for Work and Let Your Next Job Find You

From my list on product management from an experienced product manager.

Why am I passionate about this?

Jeff has been a UX designer, team leader and product manager for over 20 years. His work in the field helped define some of the key practices product managers use today. Building a customer-centric practice is key to successful products and services and Jeff has demonstrated that not only in the products and companies he’s helped build but in the writing and thinking he’s contributed to the product managaement community.

Jeff's book list on product management from an experienced product manager

Jeff Gothelf Why did Jeff love this book?

Melissa is rewriting the book on modern product management. Her advice is hard-earned, practical, and useful. If you’re interested in starting a career in product management, this book offers up specifics on what exactly is product management and how to excel at it in modern, agile cultures.

By Melissa Perri,

Why should I read it?

1 author picked Escaping the Build Trap as one of their favorite books, and they share why you should read it.

What is this book about?

To stay competitive in today's market, organizations need to adopt a culture of customer-centric practices that focus on outcomes rather than outputs. Companies that live and die by outputs often fall into the "build trap," cranking out features to meet their schedule rather than the customer's needs.

In this book, Melissa Perri explains how laying the foundation for great product management can help companies solve real customer problems while achieving business goals. By understanding how to communicate and collaborate within a company structure, you can create a product culture that benefits both the business and the customer. You'll learn product…


Book cover of Continuous Discovery Habits: Discover Products that Create Customer Value and Business Value

Jeff Gothelf Author Of Forever Employable: How to Stop Looking for Work and Let Your Next Job Find You

From my list on product management from an experienced product manager.

Why am I passionate about this?

Jeff has been a UX designer, team leader and product manager for over 20 years. His work in the field helped define some of the key practices product managers use today. Building a customer-centric practice is key to successful products and services and Jeff has demonstrated that not only in the products and companies he’s helped build but in the writing and thinking he’s contributed to the product managaement community.

Jeff's book list on product management from an experienced product manager

Jeff Gothelf Why did Jeff love this book?

Product discovery is the way in which great product teams learn whether or not they’re building something of value. Teresa has distilled and sharpened this practice into a set of tools and techniques that she delivers in her signature direct style. Must read for all product managers and UX designers.

By Teresa Torres,

Why should I read it?

1 author picked Continuous Discovery Habits as one of their favorite books, and they share why you should read it.

What is this book about?

"If you haven't had the good fortune to be coached by a strong leader or product coach, this book can help fill that gap and set you on the path to success."

- Marty Cagan

How do you know that you are making a product or service that your customers want? How do you ensure that you are improving it over time? How do you guarantee that your team is creating value for your customers in a way that creates value for your business?

In this book, you'll learn a structured and sustainable approach to continuous discovery that will help…


Book cover of Small Teaching: Everyday Lessons from the Science of Learning

Jeff Gothelf Author Of Forever Employable: How to Stop Looking for Work and Let Your Next Job Find You

From my list on product management from an experienced product manager.

Why am I passionate about this?

Jeff has been a UX designer, team leader and product manager for over 20 years. His work in the field helped define some of the key practices product managers use today. Building a customer-centric practice is key to successful products and services and Jeff has demonstrated that not only in the products and companies he’s helped build but in the writing and thinking he’s contributed to the product managaement community.

Jeff's book list on product management from an experienced product manager

Jeff Gothelf Why did Jeff love this book?

Perhaps an unusual pick for product managers but this book breaks down how to teach successfully in a world of constant distractions. Think of it as “lean startup for classes.” Product managers are teachers, evangelists, and most of all communicators. Knowing how to break down ideas into pieces your teams and colleagues can digest is critical to your success.

By James M. Lang,

Why should I read it?

1 author picked Small Teaching as one of their favorite books, and they share why you should read it.

What is this book about?

Employ cognitive theory in the classroom every day Research into how we learn has opened the door for utilizing cognitive theory to facilitate better student learning. But that's easier said than done. Many books about cognitive theory introduce radical but impractical theories, failing to make the connection to the classroom. In Small Teaching, James Lang presents a strategy for improving student learning with a series of modest but powerful changes that make a big difference many of which can be put into practice in a single class period. These strategies are designed to bridge the chasm between primary research and…


Book cover of Unlearn: Let Go of Past Success to Achieve Extraordinary Results

Jeff Gothelf Author Of Forever Employable: How to Stop Looking for Work and Let Your Next Job Find You

From my list on product management from an experienced product manager.

Why am I passionate about this?

Jeff has been a UX designer, team leader and product manager for over 20 years. His work in the field helped define some of the key practices product managers use today. Building a customer-centric practice is key to successful products and services and Jeff has demonstrated that not only in the products and companies he’s helped build but in the writing and thinking he’s contributed to the product managaement community.

Jeff's book list on product management from an experienced product manager

Jeff Gothelf Why did Jeff love this book?

We can only learn new things if we unlearn old things. The only way we get better is through reexamining our old ways of working and discarding those that are irrelevant. In a series of fun, well-written case studies and discussions Barry makes it clear how this approach to thinking, personal and product development redefines success in any field.

By Barry O’Reilly,

Why should I read it?

1 author picked Unlearn as one of their favorite books, and they share why you should read it.

What is this book about?

The transformative system that shows leaders how to rethink their strategies, retool their capabilities, and revitalize their businesses for stronger, longer-lasting success. There's a learning curve to running any successful business. But once you begin to rely on past achievements or get stuck in outdated thinking and practices that no longer work, you need to take a step back-and unlearn. This innovative and actionable framework from executive coach Barry O'Reilly shows you how to break the cycle of behaviors that were effective in the past but are no longer relevant in the current business climate, and now limit or may…


Book cover of The Inversion Factor: How to Thrive in the IoT Economy

Tim Vandehey Author Of Swipe: The Science Behind Why We Don't Finish What We Start

From my list on how technology is changing how we live.

Why am I passionate about this?

I’m a journalist and a tinkerer. I’m fascinated not only by how things work but by how small levers can move mountains. Growing up in the workshop of my grandfather, an old Boston boatwright, I was mesmerized by the idea that a small rudder could maneuver a huge vessel. In college, I fell in love with how a small idea or expression could redirect a course of research or a country. As a self-taught maker of things, I appreciate how technologies empower us. I’ve chosen these books because they’re examples of how small ideas become things, lines of research, or patterns of thinking that shift human progress in unknowable ways.

Tim's book list on how technology is changing how we live

Tim Vandehey Why did Tim love this book?

I recommend The Inversion Factor because it’s a deep dive into the Internet of Things from some of the people who made the IoT possible: the geniuses at MIT.

The book’s take on commerce alone is fascinating, the idea that in the future, demand will be driven not by companies deciding what to make and sell but by a flow of consumer data coming from connected devices telling companies, “Here’s what you need to make next.”

Plus, the descriptions of the IoT home and services, tempered though they are by realities like the fact that self-driving cars aren’t very good yet at not running people over, are gripping. Great book. 

By Linda Bernardi, Sanjay Sarma, Kenneth Traub

Why should I read it?

1 author picked The Inversion Factor as one of their favorite books, and they share why you should read it.

What is this book about?

Why companies need to move away from a “product first” orientation to pursuing innovation based on customer need.

In the past, companies found success with a product-first orientation; they made a thing that did a thing. The Inversion Factor explains why the companies of today and tomorrow will have to abandon the product-first orientation. Rather than asking “How do the products we make meet customer needs?” companies should ask “How can technology help us reimagine and fill a need?” Zipcar, for example, instead of developing another vehicle for moving people from point A to point B, reimagined how people interacted…


Book cover of Competing Against Luck: The Story of Innovation and Customer Choice

Chris Goward Author Of You Should Test That: Conversion Optimization for More Leads, Sales and Profit or the Art and Science of Optimized Marketing

From my list on human behavior and conversion rate optimization.

Why am I passionate about this?

I’m the Founder & CEO of Widerfunnel, and the author of You Should Test That!. I launched Widerfunnel as the "anti-agency" with a purpose to prove that evidence-based decisions get the best results. Today, we run the experimentation, conversion rate optimization, qualitative research, and behavioral science programs for companies such as HP, Microsoft, Dollar Shave Club, The Motley Fool, TaylorMade Golf Company, and many more across all industries. I've spoken at over 300 events globally, sharing case studies, planning frameworks, and best practices of leading growth brands.

Chris' book list on human behavior and conversion rate optimization

Chris Goward Why did Chris love this book?

Every company wants to innovate, but it's not always clear how to do that in practice. Competing Against Luck highlights the importance of understanding what "jobs" your customer "hires" your product to do. The ‘Jobs to be Done Theory’ is one of the best frameworks I have seen to drive toward innovation and product-market fit. In the CRO world, we typically think about optimizing experience, but optimizing the product-market fit is equally as important.

By Clayton M. Christensen, Taddy Hall, Karen Dillon , David S. Duncan

Why should I read it?

1 author picked Competing Against Luck as one of their favorite books, and they share why you should read it.

What is this book about?

The foremost authority on innovation and growth presents a path-breaking book every company needs to transform innovation from a game of chance to one in which they develop products and services customers not only want to buy, but are willing to pay premium prices for. How do companies know how to grow? How can they create products that they are sure customers want to buy? Can innovation be more than a game of hit and miss? Harvard Business School professor Clayton Christensen has the answer. A generation ago, Christensen revolutionized business with his groundbreaking theory of disruptive innovation. Now, he…


Book cover of The Complete Idiot's Guide to Cashing in On Your Inventions

Stephen Key Author Of One Simple Idea: Turn Your Dreams Into a Licensing Goldmine While Letting Others Do the Work

From my list on for inventors with big ideas.

Why am I passionate about this?

The traditional way of commercializing an invention — patenting, prototyping, then marketing it — doesn’t work very well and never has. When I found an easier way to share my creativity with the world, it changed my life, because the feeling you get when you hold something in your hand that you first imagined in your head is second to none. My 10-step process breaks down barriers so that everyone who has an idea — young or old, rich or poor — can get in the game of bringing it to market. I’ve published 5 books, 1,000 articles, and more than 700 videos to help others take advantage of the power of open innovation.

Stephen's book list on for inventors with big ideas

Stephen Key Why did Stephen love this book?

This is the best book I have read about how to become a profitable toy inventor. Richard Levy, the toy inventor responsible for the Furby and many other massive successes, is the real deal. His inventing tips and advice are absolutely priceless. He is the perfect example of the right person to take inventing advice from! By that I mean, he is an inventor who has achieved repeat commercial success.

By Richard C. Levy,

Why should I read it?

1 author picked The Complete Idiot's Guide to Cashing in On Your Inventions as one of their favorite books, and they share why you should read it.

What is this book about?

Presents information on how to successfully market an invention covering such topics as licensing options, negotiating deals, patents and trademarks, and copyrights.


Book cover of Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant

Louis Gump Author Of The Inside Innovator: A Practical Guide to Intrapreneurship

From my list on innovation within larger organizations.

Why am I passionate about this?

How many people have had a great idea and just needed to gain support within a large organization to move ahead? I have, over and over again, along with very accomplished teams. It’s often hard work to create something new. It requires both art and science. When people understand how it works, they elevate their craft and achieve more while lifting others up. Some of them even change the world. I’ve found great wisdom and amazing stories of courage and adventure from people who have already been there, done that, and written about their experiences. I hope these book recommendations broaden your perspective and inspire your imagination!

Louis' book list on innovation within larger organizations

Louis Gump Why did Louis love this book?

This book provides actionable guidance for those who want to identify and assess new strategic growth opportunities for their companies. I found it especially valuable since my research has highlighted how much groundbreaking intrapreneurial success depends on strong alignment with the broader organization’s strategy.

A basic premise is that red oceans are already filled with lots of competition, and blue oceans offer a broader range of motion to define new categories and establish a sustainable leadership position. Readers will find a powerful framework and tools for those who commit to world-class strategy as they assess where to focus- and how to do it.

This book is a valuable primary reference, especially for a deep dive into strategy as part of the overall intrapreneurial journey. 

By W. Chan Kim, Renée Mauborgne,

Why should I read it?

2 authors picked Blue Ocean Strategy as one of their favorite books, and they share why you should read it.

What is this book about?

OVER 4 MILLION COPIES SOLD
WALL STREET JOURNAL AND BUSINESSWEEK BESTSELLER
RECOGNIZED AS ONE OF THE MOST ICONIC AND IMPACTFUL STRATEGY BOOKS EVER WRITTEN

The global phenomenon that has sold over 4 million copies, is published in a record-breaking 46 languages and is a bestseller across five continents--now updated and expanded with new content. Named by Fast Company as one of the most influential leadership books in its Leadership Hall of Fame. A strategy classic.

In this perennial bestseller, embraced by organizations and industries worldwide, globally preeminent management thinkers W. Chan Kim and Renee Mauborgne challenge everything you thought you…


Book cover of Contagious: Why Things Catch on

Keith A. Quesenberry Author Of Brand Storytelling: Integrated Marketing Communications for the Digital Media Landscape

From my list on business books to master the art and science of brand storytelling.

Why am I passionate about this?

After 17 years in the advertising industry, I became a professor to teach what I learned in practice. Only then did I start reflecting, researching, and discovering why we were successful in some efforts and not in others. From that perspective, I’ve been crafting new ways to approach marketing that are not based on what worked in the past but on what works now in light of the dramatic changes in the field. Within marketing, I focus on social media strategy, digital marketing, and storytelling.

Keith's book list on business books to master the art and science of brand storytelling

Keith A. Quesenberry Why did Keith love this book?

Wharton Marketing Professor Jonah Berger has spent decades researching what makes ideas spread and marketing go viral. The best idea and brand story with the right archetype won’t make a difference if it isn’t seen. With today’s fragmented media landscape, you need to know what makes something catch on and drives word-of-mouth to spread your story.

This book outlines 6 characteristics of what makes things catch on with social currency, triggers, emotion, public, practical value, and story. Understanding these factors helped improve my brand stories. Even social media advertising only buys an interruption. It doesn’t guarantee action and spread.

By Jonan Berger,

Why should I read it?

3 authors picked Contagious as one of their favorite books, and they share why you should read it.

What is this book about?

Why are some products and ideas talked about more than others? Why do some articles make the most emailed list? Why do some YouTube videos go viral? Word-of-mouth. Whether through face-to-face conversations, emails from friends, or online product reviews, the information and opinions we get from others have a strong impact on our own behaviour. Indeed, word-of-mouth generates more than two times the sales of paid advertising and is the primary factor behind 20-50% of all purchasing decisions.It is between 8.5 and 30 times more effective than traditional media.But want to know the best thing about word-of-mouth? It's available to…


Book cover of The Four Steps to the Epiphany: Successful Strategies for Products That Win

Kartik Hosanagar Author Of A Human's Guide to Machine Intelligence: How Algorithms Are Shaping Our Lives and How We Can Stay in Control

From my list on managing technological innovation for mere mortals.

Why am I passionate about this?

I build and use emerging technological innovations in business, and I also teach others how they might too! I’m a serial entrepreneur and a Professor at the Wharton School of the University of Pennsylvania. As an entrepreneur, I co-founded and developed the core IP for Yodle Inc, a venture-backed firm that was acquired by Web.com. I’m now the founder of Jumpcut Media – a startup using data and Web3 technologies to democratize opportunities in Film and TV. In all this work, I'm often trying to assess how emerging technologies may affect business and society in the long run and how I can apply them to create new products and services.

Kartik's book list on managing technological innovation for mere mortals

Kartik Hosanagar Why did Kartik love this book?

This book by Steven Blank is a bible for anyone trying to understand how to build lean startups. The classic mistake that most entrepreneurs make is to go build a product soon after they develop a hypothesis about what customers want. By building products before customer discovery (i.e. verify customer needs and a scalable sales model), many products miss the mark and fail. The book explains how a lean start-up can figure out what customers want before proceeding to build products. This emphasis on a customer-centered approach rather than a product-centered approach can be the difference when it comes to finding product-market fit. A must-read for any founder!

By Steve Blank,

Why should I read it?

1 author picked The Four Steps to the Epiphany as one of their favorite books, and they share why you should read it.

What is this book about?

The bestselling classic that launched 10,000 startups and new corporate ventures - The Four Steps to the Epiphany is one of the most influential and practical business books of all time.
The Four Steps to the Epiphany launched the Lean Startup approach to new ventures. It was the first book to offer that startups are not smaller versions of large companies and that new ventures are different than existing ones. Startups search for business models while existing companies execute them.

The book offers the practical and proven four-step Customer Development process for search and offers insight into what makes some…


5 book lists we think you will like!

Interested in product innovation, strategic planning, and product management?