In a start-up, founders define the product vision and then use customer discovery to find customers and a market for that vision. Start-ups demand comfort with chaos, uncertainty and change. No business plan survives its first contact with customers.”  (Steve Blank)

This book starts with the quote from Steve Blank. It is an excellent read with concepts and theories to help students or anyone wishing to explore the customer discovery journey with just your idea first. It summarizes some key concepts from experts in the “lean field”. There are case studies and various tools to help you on your way. No business should start without going through this process. I found it most useful to help my students who are curious and entrepreneurial. A lot of times it’s about “getting out the door” to talk to people to identify problems and solutions. The book has such guidelines and visuals to make it an interesting read.

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