Startup wisdom, unfolded.
We read the classic business books so you don't have to. Each big idea is explained in plain English, with real quotes and references to where it comes from.
Browse by topic
Start with the big ideas
What is a startup?
A startup is a new business searching for a model that works, under a lot of uncertainty.
Read in 3 min ValidationCustomer discovery
Go and talk to real potential customers to check that the problem you want to solve actually exists.
Read in 3 min ValidationThe Mom Test
Ask customers about their real life and past behaviour — never 'do you like my idea?'.
Read in 3 min ProductMinimum Viable Product (MVP)
The smallest version of your product that lets you learn whether you're on the right track.
Read in 3 min ProductProduct-market fit
When you've built something a real market badly wants — and you can feel the pull.
Read in 3 min ProductJobs to Be Done
People don't buy products — they 'hire' them to get a job done in their life.
Read in 3 minFree tools
All toolsSimple first
Every concept starts with a plain-English explanation. No jargon without a translation.
Always referenced
Quotes are labelled and linked to the book or essay they come from.
Built to act on
Steps, real examples and common mistakes so you can use it today.