Testing Business Ideas
by David J. Bland and Alexander Osterwalder
A visual library of 44 experiments, interviews, landing pages, concierge, Wizard of Oz, pre-sales, sorted by cost, evidence strength and stage. A field guide for the Business Model Canvas crowd.
Read it if…
you have a canvas full of assumptions and want to test them cheaply.
See the book →
Skip it if…
you want strategy narrative; this is a reference catalogue.
Try instead: The Invincible Company →
Three things you will actually use
- Test the riskiest assumption first.
- Match experiment strength to the stakes.
- Evidence beats opinion in the room.
Do this first
Pick your riskiest assumption and run the cheapest experiment in the book that tests it.
Our verdict
44 experiments, catalogued.
See the book →
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The Invincible Company
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