Le Mom Test est un guide rapide et pratique qui vous fera économiser du temps, de l’argent et de la peine.

Ils disent que vous ne devriez pas demander à votre mère si votre entreprise est une bonne idée, parce qu’elle vous aime et vous mentira. Techniquement c’est vrai, mais ils passent à côté de l’essentiel. Vous ne devriez demander à personne si votre entreprise est une bonne idée. C’est une mauvaise question qui incite tout le monde à vous mentir au moins un peu. En fait, ce n’est pas aux autres de vous dire la vérité. C’est votre responsabilité de la trouver et cela en vaut la peine.

Parler aux clients est l’une des compétences de base à la fois du Développement Client et de la Lean Startup. Nous savons tous ce que nous sommes supposés faire, mais personne ne semble prêt à admettre que c'est difficile à réussir et facile à planter.

Ce livre va vous montrer comment les discussions clients dérapent et comment faire mieux.

The Mom Test is a quick, practical guide that will save you time, money, and heartbreak.

 
They say you shouldn't ask your mom whether your business is a good idea, because she loves you and will lie to you. This is technically true, but it misses the point. You shouldn't ask anyone if your business is a good idea. It's a bad question and everyone will lie to you at least a little . As a matter of fact, it's not their responsibility to tell you the truth. It's your responsibility to find it and it's worth doing right .

 
Talking to customers is one of the foundational skills of both Customer Development and Lean Startup. We all know we're supposed to do it, but nobody seems willing to admit that it's easy to screw up and hard to do right. This book is going to show you how customer conversations go wrong and how you can do better.

The goal of book marketing is to stop needing to do it

Learn how to:

• Scope your book into the world's best solution for a certain type of reader
• Test, improve, & iterate your ToC without needing to rewrite anything
• Design a engaging reader experience that makes your book a delight to read
• Discover the hidden analytics of boredom & confusion to identify book-killing problems & make the most of beta readers
• Treat marketing as a temporary activity instead of an ongoing obligation by designing a strong recommendation loop
• Evaluate which of the four seed marketing options are best-suited for your goals, constraints, & skills
• Write a book that endures & grows for years instead of fading into swift obscurity
• Boost long-term growth by optimizing your pricing, platforms, & purchase funnel

Most books don't work

Writing a nonfiction book is a wonderful project, allowing you to preserve & share the most important things you’ve ever learned. Plus, a successful book will improve your reputation, your career, your earnings, & the lives of your readers.

Up until fairly recently, it was possible to receive at least some of these benefits by writing any book, regardless of its quality. But today, a million new titles are published per year and it’s no longer enough to simply join the pile. Instead, you must create something that is able to stand out & succeed. And the most reliable path toward that goal — especially for an unproven author who lacks a pre-existing audience — is to write a book so startlingly useful that readers can’t stop talking about it.

This guide proposes a different way of planning, writing, & refining nonfiction, drawn from the hard-won lessons of product designers & entrepreneurs. Applied properly, it leads to books that can grow organically via reader recommendations for many years, without relying on either heavy marketing or a large author platform.

The preconceptions about "writing a book" are so deeply entrenched that most authors don't even ask themselves whether a better way exists. Which is crazy, because the normal approach doesn't work! For example:

• The average NYT nonfiction bestseller loses 95% of its peak sales within a year
• 70% of traditionally published titles fail to pay out a single dollar in royalties
• Vanishingly few nonfiction books sell even 500 copies

These are not good results, but it doesn’t have to be this way.

By following a more modern approach, my first two books (2013 & 2019) now do more than $150k/year in royalties (and growing). You can do it too. It's not easy, but it is reliable & repeatable. And in the normally hit-driven, feast-or-famine world of writing, there's something to be said for reliability.

What this book is not:

This isn't a get-rich-quick scheme. If you want to write a mediocre book the easy way, then you probably want to look elsewhere. But if you want to write a successful book the right way, then this guide will help.

This isn't about prose or creativity. I'm assuming that you know how to write a coherent sentence and are able to do the work. Instead, this guide is about understanding how to design, test, and refine nonfiction that succeeds as a long-lasting, high-impact, and recommendable product.

This isn't a self-publishing guide.

Most workshops don't work.

They fail to deliver real results and they fail to keep the audience energetic and engaged. They're stressful to run and painful to attend.

Designing and running a brilliant workshop is easier than you think. It's not about flashy showmanship or natural charisma. Instead, it's about following a set of clear, simple rules for structuring and arranging the day.

Discover and use key design principles such as:

• Naturally refresh and maintain the audience's attention and energy by alternating the "teaching format" (e.g. lecture, small group discussion, hands-on practice) every 20 minutes and making strategic use of good breaks
• Dramatically improve your educational impact by choosing an exercise which is properly matched to the type of knowledge/skill/wisdom currently being taught
• Save dozens of hours by beginning your design process with a simple "skeleton" of Learning Outcomes and timings rather than jumping straight into slides and materials
• Finish on time, every time, by intentionally designing flexible "schedule springs" into your session, allowing you to seamlessly adjust to delays and bad luck, and to ensure that everyone learns what they came for without running late

The first half of the book covers everything you'll need to know about designing and refining the session itself. With a good design in hand, teaching a brilliant workshop goes from arduous to nearly automatic.

The second half of the book shifts from ahead-of-time design to day-of facilitation.

Learn the essential facilitation needed to solve unexpected problems and run a smooth, stress-free workshop:

• Reliable tools and tactics for crowd control, recovering attention, and shifting between tasks (without feeling like you're fighting against your audience)
• Clear guidance for picking the best room setup, and also improving a "bad" room to make the most of it
• Spotting and problem-solving the six major types of "difficult" attentees who are being either accidentally or intentionally disruptive (including the most common issue of bringing a hostile expert onto your side)
• Checklists and reminders of what to bring, what to do, and when to do it, in order to ensure that nothing gets forgotten, overlooked, or lost

At no point in the book will we ask you to "put on a big smile" or "project confidence". That's fluffy BS which doesn't work. Instead, we'll give you clear, concrete tools for managing a crowd and seamlessly guiding everyone to an effective outcome.

Why we're the right authors to help you succeed

Over the last 15 years, we’ve designed and run a huge number of successful workshops (and a few major flops) covering every type of audience: executives, undergrads, MBAs, disadvantaged youths, busy professionals, and more. We’ve designed everything from 20-minute teasers to 3-month intensives, in locations ranging from Costa Rica and Qatar to London and Berlin.

We’ve taught for companies like HP and Deloitte and for universities like Oxford and NYU. We’ve built workshops for every price point, from free upskilling (paid for by the state or employer) through to $4000-per-seat premium events. We’ve taught casual sessions, with beer in hand and flip-flop on foot, through to formal, posh affairs with glitzy venues and high-end catering.

Iedereen liegt tegen je 

Vraag nooit aan je moeder of je bedrijf een goed idee is want ze houdt van je en zal tegen je liegen. 

Technisch gezien is dit waar, maar daar gaat het helemaal niet om. Je moet niemand vragen of je bedrijf een goed idee is. Het is een slechte vraag en iedereen zal in ieder geval een klein beetje tegen je liegen. Het is niet de verantwoordelijkheid van anderen om jou de waarheid te vertellen. Het is jouw verantwoordelijkheid om die te vinden. 

Het is de moeite waard om het goed te doen

Praten met klanten is één van de fundamentele skills voor zowel Customer Development als Lean Startup. We weten allemaal dat we het moeten doen, maar niemand lijkt toe te willen geven dat het best moeilijk is om de juiste vragen te stellen. 

Dit boek laat je zien hoe klantgesprekken fout kunnen gaan en hoe je ze beter kunt voeren. Het is een snel en praktisch handboek dat je tijd, geld en leed zal besparen.

¿Tienes una idea de negocio y no sabes si va a funcionar?

¿Hablas con tus clientes y les parece un buena idea pero no cierras ninguna venta?

¿O simplemente te cuesta hablar con clientes y no sabes por dónde empezar?

Con este libro aprenderás cómo pueden ir mal tus conversaciones con clientes y cómo las puedes mejorar. 

Es una guía rápida y práctica que te va a ahorrar tiempo, dinero y sufrimiento.

TODOS TE MIENTEN

Dicen que no debes preguntarle a tu madre si tu idea de negocio es buena, porque ella te quiere y por tanto, dirá lo que sea necesario para hacerte feliz. Técnicamente, esto es cierto, pero la cuestión no es si debemos o no preguntar, sino cómo preguntamos. Preguntarle a alguien si tu negocio va a funcionar no es una buena idea. La gente, en general, no quiere herir tus sentimientos, y te va a mentir o a dar falsas expectativas (al menos un poco). No es responsabilidad de ellos decirte la verdad. Es tu responsabilidad encontrarla.

VALE LA PENA APRENDER A HACERLO BIEN

Hablar con clientes es una de las competencias más importantes para desarrollar un negocio con éxito, tanto para el Desarrollo de Clientes como a la hora de aplicar la metodología Lean Startup. Todos sabemos que debemos hablar con los clientes. Pero nadie nos explica lo difícil que es hacerlo bien y lo fácil que es meter la pata.

Publicado por primera vez en inglés en el 2013, el libro ha tenido una aceptación creciente a lo largo de los años. Las ventas no han parado de crecer sostenidamente hasta colocarse en 2019 en la posición top-ventas en dos categorías en Amazon. Actualmente, se enseña en universidades como Harvard, MIT y UCL; se recomienda en aceleradoras de start-ups de alto prestigio como YC y Seedcamp; y ha sido traducido por lectores entusiastas a más de diez idiomas.

Rob es emprendedor tecnológico y desde el 2007 ha estado abriendo (y cerrando) empresas. Con un perfil técnico y significativamente tímido, se ha pasado la mayor parte del tiempo creando productos guiado por falsas señales. Todo su aprendizaje como emprendedor, junto con su extenso trabajo como formador y asesor de startups, está concentrado en este libro en forma de guía práctica, fácil y rápida de aplicar en la vida real.

SIE WERDEN ANGELOGEN

Man sagt, dass Sie niemals Ihre Mutter fragen sollten, ob Ihre Geschäftsidee gut ist, denn sie liebt Sie und wird deswegen lügen.
Stimmt, verfehlt aber das eigentliche Argument! Sie sollten niemanden fragen, ob Ihre Geschäftsidee gut ist. Diese schlecht formulierte Frage fordert die Leute implizit dazu auf, Sie zumindest teilweise anzulügen. Niemand ist verpflichtet, uns die Wahrheit zu sagen. Es ist unsere Aufgabe, sie zu finden. 

STELLEN SIE RICHTIGE FRAGEN

Kundeninterviews sind eine der zentralen Fähigkeiten von Customer Development und Lean Startup. Wir alle wissen um ihre Notwendigkeit, leugnen aber, dass es eine schwierige Sache ist, die schnell in die Hose gehen kann.

Dieses Buch zeigt Ihnen, warum Kundengespräche oft falsch geführt werden und vor allem, wie Sie es besser machen können. Sie halten hier eine schnelle und praktische Anleitung in Händen, die Ihnen Zeit, Geld und Kopfweh erspart.