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There are a number of basic principles and tools all start-ups should have at their disposal.


So there.

Essential tooling



The Idea Introduction Pattern, by Venture Capitalist Geoff Moore:


“For [target customers]

Who are dissatisfied with [the current offerings in the market].

My idea/product is a [new idea or product category]

That provides [key problem/solution features].

Unlike [the competing product].

My idea/product is [describe key features].”


Clay Cristensen on disruptive innovation


The launch manual

Essential knowledge on innovation & jobs to be done


Wide-spread thinking on start-ups

Pitch psychology 

Performance teams



The creative yet disciplined process finding new ideas

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Jobs to be done 
(see also below video by Clay Christensen on milkshake)

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Prioritize assumptions
“Smart entrepreneurs aren’t cowboys – they are methodical managers of risk"

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Clay Christensen jobs to be done (milkshake story)

Intro to the First Mile book

Jack Ma friends pitch '99

'Sell me this Pen' 

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Steve Jobs on purpose

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Power of purpose on talent

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Power of purpose on brands

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"The purpose of business is to create and keep a customer"
Peter Drucker, 1974

“Smart entrepreneurs aren’t cowboys – they are methodical managers of risk"

Eyring Gilberts, HBR

“Everyone has a plan until they get punched in the mouth”

Mike Tyson

“A startup is an organization formed to search for a repeatable and scalable business model”
Steve Blank

“if you are not embarrassed by the first version of your product, you shipped too late"

Reid Hoffman, Founder of linkedin

"When in doubt raise prices" 
Marc Andreessen, co-founder Andreessen Horowitz VC