Quotes from Eric Ries

All innovation begins with vision. It's what happens next that is critical.

This is an important rule: a good design is one that changes customer behavior for the better.

It is insufficient to exhort workers to try harder. Our current problems are caused by trying too hard—at the wrong things.

HYPERGROWTH FOR A COMPANY ALSO REQUIRES HYPERGROWTH OF THE PEOPLE INSIDE IT.

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.

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

After more than ten years as an entrepreneur, I came to reject that line of thinking. I have learned from both my own successes and failures and those of many others that it's the boring stuff that matters the most. Startup success is not a consequence of good genes or being in the right place at the right time. Startup success can be engineered by following the right process, which means it can be learned, which means it can be taught.

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.

You can't take learning to the bank; you can't spend it or invest it.

I call this building an adaptive organization, one that automatically adjusts its process and performance to current conditions.

Startups exist not just to make stuff, make money, or even serve customers. They exist to learn how to build a sustainable business. This

waiting too long to release can lead to the ultimate waste: making something that nobody wants.

if you are asking, you're not there yet.

Do consumers recognize that they have the problem you are trying to solve? 2. If there was a solution, would they buy it? 3. Would they buy it from us? 4. Can we build a solution for that problem?

Most of the time customers don't know what they want in advance.)

Startup success is not a consequence of good genes or being in the right place at the right time. Startup success can be engineered by following the right process, which means it can be learned, which means it can be taught.

Only 5 percent of entrepreneurship is the big idea, the business model, the whiteboard strategizing, and the splitting up of the spoils. The other 95 percent is the gritty work that is measured by innovation accounting: product prioritization decisions, deciding which customers to target or listen to, and having the courage to subject a grand vision to constant testing and feedback.

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

The CEO and VP of product, instead of building their business, are engaged in the drudgery of solving just one customer's problem. Instead of marketing themselves to millions, they sold themselves to one.

when you have only one test, you don't have entrepreneurs, you have politicians, because you have to sell.

entrepreneurship should be considered a viable career path for innovators inside large organizations.

Think big. Start small. Scale fast.

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

Paradoxalmente, quando a busca por perfeição é substituída pela disposição de experimentar e adaptar a ideia original, o resultado final é um produto mais perfeito.