Use ‘validated learning’ to launch your ‘MVP’, and ‘pivot’ when your ‘value and growth hypotheses’ are falsified

Eric Ries – The lean startup

A staple of startup literature, advocating a deceivingly simple concept which is hard to get right (as is proven by the examples of startups that have failed since publication).

Re-read 2024: Even though some examples are by now pretty stale, there are still many relevant insights in there.