Founder/CEO @ LEANSTACK | Bestselling author and founder

I have bootstrapped several products to millions of users and worked with thousands of early-stage entrepreneurs worldwide - helping them systematically find repeatable and scalable business models using my battle-tested playbooks. 

Instead of:
-Spending several months building a product you hope people will buy.

Imagine a world where you:
- Spend several weeks defining a product you know people will buy.

For aspiring or early-stage founders:

If you’re looking to bootstart your idea, consider joining my 30-day Business Model Design Challenge below: 

You'll learn how to:
- Find or test a big idea worth pursuing,
- Design a business model blueprint,
- Stress-test your idea before investing time, money, and effort. 

Join the next Business Model Design Challenge:
https://runlean.ly/challenge

Ash Maurya

I've been working on something new.

After a decade of teaching Running Lean through frameworks and workshops, I realized something was missing. Founders understood the Lean Canvas intellectually. They could explain Demo-Sell-Build. They got it.

And then they'd go right back to building inside their heads.

The problem wasn't understanding. It was *feeling*. You have to feel the Innovator's Bias before you can overcome it.

So I did something I've never done before.

I wrote a novel.

THE INNOVATOR'S BIAS — a startup novel. Coming April 7th.

Pre-order now on Kindle.

I help founders build business models that scale. Author and creator of Lean Canvas.

These 2 boxes of the Lean Canvas are the outer pillars that carry your business model.

If you get these assumptions wrong, it’s easy to see how everything else in your business model falls apart.

- You end up describing a solution that no one wants (not desirable).
- Even if you build the solution you're already envisioning (feasible),
- No one buys it (not viable).

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The Just Start Manifesto (updated)
==========================
1. Entrepreneurs Are Everywhere.
2. There is No Better Time to Start.
3. Most Products Still Fail.
4. The Number One Reason Why Products Fail: Building Something Nobody Wants. 
5. The Number Two Reason Why Products Fail: Not starting. 
6. You Don’t Need Permission to Start.
7. Don’t Write a Business Plan. Sketch a Business Model.
8. Take Stock of Your Key Beliefs.
9. Take Stock of Your Key Metrics.
10. Take Stock of Your Key Insights.
11. Have Faith in Yourself. Be Ruthless With Your Ideas.
12. Don't Start With an MVP.
13. Not Faux Validation, But Traction
14. Love the Problem, Not Your Solution.
15. Sell Before You Build.
16. Bootstrap Your Way to Early Traction.
17. Focus on Time Versus Timing.
18. Value Your Time Correctly.
19. Avoid Premature Optimization.
20. Practice Right Action, Right Time.
21. Speed of Learning is the Only Unfair Advantage.
22. Speed of Learning x Speed of Execution = 100x Founder.
23. Remove Failure from Your Vocabulary.
24. It’s Time to Act on Your Big Idea.
25. Just Start.

I build systematic frameworks for early-stage founders. Author and creator of Lean Canvas.

The Just Start Manifesto

A feature isn't "done" when the code is shipped.

It's done when it provides validated learning from customers.

But validated learning is still a trailing indicator of what customers want. 

We can do better. 

Demand validation, sell before you build, is a leading indicator of what customers want.

This simple redefinition changes everything about your development process.

Demo-Sell-Build >> Build-Demo-Sell

The Weekend Canvas Exercise

Try this right now. It takes 30 seconds.

Pull up your Lean Canvas. Cover the Solution box with your hand.

Now explain why your business matters.

If you struggle — if the pitch falls apart without the solution — you're building solution-first.

The problem and customer should carry the pitch on their own. The solution is just the delivery mechanism.

I do this exercise every time I update my canvas. It's uncomfortable every single time. That discomfort is the point.

When I built CloudFire, the solution WAS the pitch. "A photo sharing app that..." Take away the app, and there was nothing. The problem wasn't specific enough to stand on its own.

When I built LeanSpark, the pitch without the solution was: "Founders waste months building products nobody wants because they skip structured discovery." That problem stands on its own. The solution is one of many possible responses.

Your problem should be so clear, so specific, and so painful that the audience nods before you ever mention what you built.

Try it. Let me know what you find.

Hot take: AI is making startups fail faster.

Not on purpose. But here's what's happening:

Founders use AI to generate code in hours. Ship MVPs in a weekend. Launch products in weeks instead of months.

Sounds great, right?

Except they're shipping untested ideas at record speed.

The build cost collapsed. But the failure rate didn't. Because the bottleneck was never "can I build it?"

It was always "should I build it?"

AI tools that help you build faster are accelerating the wrong part of the process. You're arriving at the wrong destination — just sooner.

The founders who win in the AI era aren't the ones who ship fastest. They're the ones who think clearest about what to ship.

That means starting with your business model. Stress-testing your assumptions. Running experiments before writing code.

LEANSpark is an AI tool that helps with the part most AI tools ignore — the thinking before the building.

Because the most expensive line of code is the one that solves a problem nobody has.

Free to try. No credit card required.

Every founder I coach thinks their business model is solid. Then we run the stress tests.

The pattern is always the same: strongest on Feasibility. Weak on everything else.

"Can I build it?" Yes.
"Do people want it?" I think so.
"Will the economics work at scale?" ...
"Why now and not 5 years ago?" ...
"What compounds in my favor over time?" ...

Two out of seven isn't a business model. It's a hunch with a prototype.

The blind spots don't kill you on day one. Cracks appear in month 9, and they kill you at month 18 when you've hired a team, raised money, and can't figure out why growth stalled.

What's the dimension you've never stress-tested?

I interviewed 47 customers. All of them said yes.

"Love the concept."
"Would definitely use this."
"When can I sign up?"

So I built it. 9 months. Full product. A photo-sharing app called CloudFire.

500 people signed up. Revenue trickled in. And then I did a 5-minute calculation that I should have done on day one, which proved my model wasn't viable for my business goal. 


47 people told me what I wanted to hear. Zero people told me the truth.

The lesson I carry everywhere now: Compliments are not evidence. Enthusiasm is not commitment. The only validation that matters is someone reaching for their wallet.

Three levels of customer evidence:
1. They SAY they have the problem
2. They SPEND money solving it today
3. They'll COMMIT money to YOUR solution

Most founders stop at level 1 and call it "validated."

Level 3 is where the truth lives.

What's the most misleading validation you've ever received?

Why "Talk to Customers" Is Bad Advice

"Talk to customers" is the most common startup advice. It's also the least useful.

Because HOW you talk to them matters more than WHETHER you talk to them.

Bad customer conversations:
- "Would you use a product that does X?" (Leading question — always gets yes)
- "What features would you want?" (They design your product for you — badly)
- "Is this a big problem?" (They agree to be polite)

Good customer conversations:
- "Walk me through the last time this happened." (Specific, past tense)
- "What did you do about it?" (Reveals actual behavior)
- "How much did that cost you?" (Quantifies the pain)

The difference: bad conversations confirm your bias. Good conversations reveal reality.

The single biggest upgrade is:

Stop asking what people would do. Start asking what they already did.

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Meet the Lean(er) Canvas.

While sketching out a complete Lean Canvas is a great exercise for deconstructing an idea into a business model, here's an even faster ideation tool I use at the outset of all my ideas.

I focus attention on just the two outer boxes of the canvas: Customer segment and Problem.

These are the outer pillars that carry your business model.

If you get these assumptions wrong, it’s easy to see how everything else in your business model falls apart.

- You end up describing a solution that no one wants (not desirable).
- Even if you build the solution you're already envisioning (feasible),
- no one buys it (not viable).

Yes, just these 4 boxes are enough to prompt you to stress test your idea's desirability, viability, and feasibility.

If your idea doesn't pass these stress tests, your channels and unfair advantages won’t offer any respite.

Your business model is doomed.

Most Lean Canvases I see have this problem.

Trying to be two (or more) businesses at once.

I see this pattern constantly:

- Customer segment says "Small businesses AND enterprises"
- Revenue streams lists "subscriptions AND marketplace fees"
- Problem box describes two unrelated pain points

This is split model confusion. And it's the #1 reason for aimless wandering. 

Too many business models makes your canvas vague and you can't test a vague idea. 

The solution: create multiple smaller focused variants with exactly one business model on them. 

Here's how:

1. Detect the split axis
Is the tension in your customer segments? Your revenue model? Your channels? Your solution?

2. Stress-test independently
Run each variant through the same rigor: viability, desirability, and feasibility. The numbers will tell you which model has the most potential.

3. Choose with evidence, not intuition
Now you're not guessing which model to pursue. You're comparing validated data across focused alternatives.

This is the search mindset.

Most founders skip straight to execution with a single, broad model and spend months wondering why nothing clicks.

The best founders explore 2-3 focused models in parallel and converge on the winner fast.

I built this entire workflow into LEANSpark. It detects the split, generates focused variants in parallel, and lets you stress-test each one independently.

Watch it in action 👇

Simple models help us understand the complex. 

Before investing in any company, Warren Buffett and Charlie Munger use a latticework of mental models to evaluate the company. 

If it passes their tests, they move all in. Otherwise, they do nothing and wait.

Evaluating early-stage ideas is no different.

I have settled on 3 universal (product-agnostic) mental models that I use to
- baseline progress,
- prioritize risks, and
- formulate a “right action, right time” next step.

Here they are: 

1. Lean Canvas: Deconstruct an idea using 12 basic building blocks.

2. Traction Roadmap: Chart key milestones using 5 customer-centric metrics.  

3. Customer Forces: Understand customer behavior using 4 causal forces. 

BELIEFS + METRICS + INSIGHTS = BUSINESS MODEL STORY

Entrepreneurship is like a martial art — you can only learn by doing.

But "doing" without a sparring partner means burning months on the wrong thing.

LEANSpark is the sparring partner. Maps your business model, spots risky assumptions, and designs/runs experiments with you.

Free to try. No credit card.

Your Unique Value Proposition has 8 seconds to work.

That's how long first-time visitors spend on landing pages.

Forget complex benefit statements. Focus on the finished story benefit:

❌ "Eye-catching résumé templates"
✅ "Land your dream job"

Get inside your customer's head, not your product features.

The biggest waste in startups isn't money. It's effort spent on the wrong things at the wrong time.

I've worked with founders who worked 80-hour weeks and made zero progress — because they were doing Stage 3 activities at Stage 1.

Brand redesigns when they hadn't validated the problem. Growth hacking when they didn't have product-market fit. Hiring when they couldn't describe their customer.

Every stage has 2-3 actions that matter. Everything else is noise.

What stage are you at right now, and what are your 2-3?

#RightActionRightTime

Right Action, Right Time

We pre-sold 209 customers in 40 days.

Before writing a single line of production code.

Here's the Demo-Sell-Build playbook:

Most founders go Build > Demo > Sell. 

(Without vibe-coding):
Months of building. Then hoping someone buys.

(With Vibe-coding):
Days of building. Then months of trying to get someone to buy.

We flipped it: Demo > Sell > Build.

Step 1: DEMO.
We didn't build a product. We built a demonstration of the transformation. What does your life look like AFTER using this? We showed that. Perfectly okay to vibe-code here without going overboard on product. A demo is NOT meant to be used by customers. 

Step 2: SELL.
Not "would you use this?" — that's a survey.
Not "would you pay $50/mo?" — that's still a survey.
But "pay $150 to get early-access" — that's validation.
209 out of 307 people committed. 68% conversion rate.

Step 3: BUILD.
Now we knew exactly what to build, who it was for, and that they'd pay. No guessing. No hoping. Just executing against validated demand.

The fear: "But what if the demo isn't perfect?"
It doesn't have to be. That's the point. You're testing demand, not polish.

Building is the most expensive way to test an assumption. And yes, even when AI makes building cheaper, building without validation just digs a bigger future-sunk-cost fallacy sand trap. 

A demo costs hours. A product costs months.

The safest career move in 2026 isn't a promotion. It's validating a business model on the side.

Here's the math nobody talks about:

Your employer is actively figuring out how to do your job with AI and fewer people. That's not cynicism — that's their fiduciary duty to shareholders. Every earnings call now includes "AI efficiency gains." You're the efficiency being gained.

Meanwhile, the same AI that threatens your role has collapsed the cost of starting a company by 10x.

What used to require a co-founder, $500K in funding, and 18 months of runway — one person with domain expertise and AI can now validate in 90 days for under $1K.

The risk equation has flipped. But most people are still operating on the old math:
- Old math: Job = safe. Startup = risky.
- New math: Job = someone else controls your future. Validated startup = you control your future.

I'm not saying quit tomorrow. I'm saying: the skills you've built over 5, 10, 15 years in your industry? Those aren't just resume lines. They're founder superpowers.

You already know the problems. You already know the customers. You already know what's broken.

The only thing you haven't done is validate whether someone will pay you to fix it.

That's a weekend experiment, not a life decision.

What's the one problem in your industry that you see every day and nobody is solving well?

Here's a test for your "competitive advantage":

Can someone replicate it in 90 days with enough money?

If yes, it's not an advantage. It's a head start. And head starts disappear.

Things that are NOT advantages:
- "Our team" (good teams can be hired)
- "Our technology" (technology can be rebuilt)
- "First mover" (first movers get outcompeted by fast followers constantly)
- "Our features" (features get copied in weeks)

Things that ARE advantages:
- Network effects that compound (each user makes the product better for all users)
- Proprietary data that grows with usage (every interaction trains your system)
- Brand trust earned through years of consistent delivery
- Switching costs that deepen over time (not artificial lock-in — genuine integration depth)

The pattern: Real advantages get STRONGER the longer you operate. Fake advantages get WEAKER the more competitors enter.

Fill in the blank: "The longer we operate, _________ gets harder for competitors to replicate."

If you can't fill that in, your advantage is a head start, not a moat.

The Math That Changed How I Build

10 experiments at $100 each teach you more than 1 launch at $10,000.

Same total investment. 10x the learning.

The math:
- 10 experiments = 10 data points, 10 chances to be wrong, 10 opportunities to adjust
- 1 launch = 1 data point, 1 chance to be wrong, 1 expensive lesson

Early in my career, I optimized for launches. Big reveals. Grand openings. Each one felt significant. Most of them taught me one thing: I was wrong about something I could have tested for $100.

Now I optimize for learning velocity. How many assumptions can I test this month? Not how many features can I ship?

The founders who learn fastest don't have bigger budgets. They run smaller experiments.

What's one assumption you could test this week for under $100?

How to build your first startup moat.
Most founders don’t have an unfair advantage to start, and that’s okay.

A true unfair advantage is something that cannot be easily copied or bought. And finding one takes time.

The good news is that you don’t need one at the early stages, since all ideas sound a little crazy at first. 

So, embrace your obscurity as a gift and...

First, hunker down and focus on building a compelling Unique Value Proposition before your Unfair Advantage.

Then lean into what makes your compelling Unique Value Proposition truly unique — something different and better…

Turn that into a Counter-positioning strategy -- something incumbents can't copy without hurting their business model.

You’ll have the beginnings of your first unfair advantage.

B2B Griwth Marketing Leader driving go-to-market success for B2B SaaS solutions | Bridging the gap between product innovation and market demandWith a foundation in growth marketing, I specialize in:✅Developing data-driven GTM strategies that accelerate product adoption and revenue growth✅Demand Generation: Developing conversion-focused campaigns to attract qualified leads✅Orchestrating product launches that generate demand and exceed pipeline targets✅Marketing Analytics: Harnessing data to continuously improve marketing ROIMy growth marketing background enables me to blend strategic product storytelling with performance-driven campaign execution, ensuring marketing initiatives deliver measurable business impact.Currently collaborating with cross-functional teams to shape product narratives and drive market penetration in the B2B SaaS space.

Jacopo Tallini

Today I had the pleasure to start a series of guest lectures related to go-to-market for tech startups at University of Rome Tor Vergata together with Matteo Cristofaro.
 
There's something I've been thinking about for a while when it comes to Italian academia.

The theoretical foundation is solid, but the practical layer is almost always missing. 

The messy stuff, how you actually bring a product to market, how you talk to your first customers, how you make the wrong call and fix it on the fly.

That's what we're trying to bring into the room.

Drawing from what we've both experienced in the US market, we built something that puts doing at the center, not just knowing.

Early days. But it's the kind of project that reminds you why you do what you do.

Per aspera ad astra!

Head of Growth | 2x founder, 1 exit | Guest Lecturer | Top 1% talent in Italy

At 16, I sold my first startup.

The uncomfortable truth:
Building the product is the easy part.
Distribution is where 90% of startups die.

Yesterday I sat down with Riccardo Tran on LANCIO to talk about what's changed in the GTM world from 2016 to today.

We discussed:

- Why first customers come from word-of-mouth (and how to accelerate it)
- How distribution channels have radically changed
- Why the GTM Engineer role is emerging now
- What Go-To-Market really means in 2025

For my italian friends, full episode in the comments 👇

Thanks Riccardo Tran for having me.

What's your biggest distribution challenge?

I'm a Y Combinator fan boy, but after getting accepted in their hackaton, I got this lesson:

Ego maxxing will kill your startup.

Chasing accelerator's approvals.

Posting fake MRRs.

Getting featured in PRs.

And so many useless activities that don't bring any revenue.

🚀 What makes the difference will always be traction.

The founders who succed aren't the ones with buzz.
They were the ones with revenue.

You can enter in YC, and still fail, or either getting rejected 4 times by the program, and still perform better than 90% of the YC batch. 

Kill your ego. 

Ad maiora.

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