Rie Quotes

The only way to win is to learn faster than anyone else.

We must learn what customers really want, not what they say they want or what we think they should want.

Reading is good, action is better.

if you cannot fail, you cannot learn.

As you consider building your own minimum viable product, let this simple rule suffice: remove any feature, process, or effort that does not contribute directly to the learning you seek.

A startup is a human institution designed to create a new product or service under conditions of extreme uncertainty.

Marketing is a battle of perceptions, not products.

When in doubt, simplify.

Success is not delivering a feature; success is learning how to solve the customer’s problem.

The big question of our time is not Can it be built? but Should it be built? This places us in an unusual historical moment: our future prosperity depends on the quality of our collective imaginations.

Innovation is a bottoms-up, decentralized, and unpredictable thing, but that doesn’t mean it cannot be managed.

The lesson of the MVP is that any additional work beyond what was required to start learning is waste, no matter how important it might have seemed at the time.

Customers don’t care how much time something takes to build. They care only if it serves their needs.

When blame inevitably arises, the most senior people in the room should repeat this mantra: if a mistake happens, shame on us for making it so easy to make that mistake.

This is one of the most important lessons of the scientific method: if you cannot fail, you cannot learn.

The only reality you can be sure about is in your own perceptions. If the universe exists, it exists inside your own mind and the minds of others.

Build-Measure-Learn feedback loop is at the core of the Lean Startup model.

Anything those customers experience from their interaction with a company should be considered part of that company’s product.

The mind, as a defense against the volume of today’s communications, screens and rejects much of the information offered it. In general, the mind accepts only that which matches prior knowledge or experience.

Metcalfe’s law: the value of a network as a whole is proportional to the square of the number of participants. In other words, the more people in the network, the more valuable the network.

If we do not know who the customer is, we do not know what quality is.

It’s not that I want to get mar­ried. I ad­mire guys who can com­mit to a tat­too.

If others pull you from the darkness, it's because they believe your life is worth living. Don't push them away because you don't feel you deserve it.

The se­cret is to not let your imag­ina­tion get car­ried away.

Har­ri­son had start­ed out wor­ried that Cor­rie would shoot Mary Rose be­cause the wom­an was as crazy as ev­ery­one said she was, but by the time the one-​sid­ed con­ver­sa­tion was fin­ished, his con­cern had changed. Now he couldn't fig­ure out why Cor­rie didn't shoot her just to shut her up.

We were all so wor­ried about our worst fears, squeez­ing frogs, eat­ing worms, poi­sons, as­bestos, we nev­er con­sid­ered how bor­ing life would be even if we suc­ceed­ed and got a good job.

What if we found ourselves building something that nobody wanted? In that case what did it matter if we did it on time and on budget?

A perception that exists in the mind is often interpreted as a universal truth.

Time is like a river made up of the events which hap­pen, and a vi­ol­ent stream; for as soon as a thing has been seen, it is car­ried away, and an­other comes in its place, and this will be car­ried away too.

Don't play semantic games with the prospect. Advertising is not a debate. It's a seduction.

Peter Drucker said, “There is surely nothing quite so useless as doing with great efficiency what should not be done at all.”2

The single most wasteful thing you can do in marketing is try to change a mind.

The ability to learn faster from customers is the essential competitive advantage that startups must possess.

Leadership requires creating conditions that enable employees to do the kinds of experimentation that entrepreneurship requires.

Nama'rie! Nai hiruvalye Valimar. Nai elye hiruva. Namarie! Farewell! Maybe thou shalt find Valimar. Maybe even thou shalt find it. Farewell!

I put my hand next to his shoulder on the door frame, not touching, but real close. “Look, Blondie. I’m not asking you to bottom, just to fucking navigate.

In the Lean Startup model, an experiment is more than just a theoretical inquiry; it is also a first product.

Today brands are born, not made. A new brand must be capable of generating favorable publicity in the media or it won’t have a chance in the marketplace.

The point is not to find the average customer but to find early adopters: the customers who feel the need for the product most acutely. Those customers tend to be more forgiving of mistakes and are especially eager to give feedback.

For the first time I had the best of both worlds--a mission to live for and a man to love.

When you try to be everything, you wind up being nothing.

Ask most entrepreneurs who have decided to pivot and they will tell you that they wish they had made the decision sooner.

The basic approach of positioning is not to create something new and different, but to manipulate what’s already up there in the mind, to retie the connections that already exist.

Mind-changing is the road to advertising disaster.

I'm ashamed, this is my mama. No matter how fly my braids is, how I grease my skin, scalp, no matter how many jew'ries, this is my mother. -Said by Precious Jones in Push

As Eric Ries explains, “The modern rule of competition is whoever learns fastest, wins.

Kau hanya perlu melakukan satu hal, Ries. Cukup merindukanku sekali saja, karena dengan begitu aku akan punya alasan untuk datang dan mencintaimu sebanyak yang aku mau.

You cannot be sure you really understand any part of any business problem unless you go and see for yourself firsthand. It is unacceptable to take anything for granted or to rely on the reports of others.

All innovation begins with vision. It’s what happens next that is critical.

there is no bigger destroyer of creative potential than the misguided decision to persevere.

Failure is a prerequisite to learning.

He was gorgeous, sexy, compelling. But he was lethal. Deadly. Frightening.

successful positioning requires consistency. You must keep at it year after year.

You build brand loyalty in a supermarket the same way you build mate loyalty in a marriage. You get there first and then be careful not give them a reason to switch.

You want to change something in a computer? Just type over or delete the existing material. You want to change something in a mind? Forget it.

This is an important rule: a good design is one that changes customer behavior for the better.

It is insufficient to exhort workers to try harder. Our current problems are caused by trying too hard—at the wrong things.

The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position. Nyquil,

Ere long this golden light shall pass and fade Except all cherish'd mem'ries ye have made.

Too often, however, greed gets confused with positioning thinking. Charging high prices is not the way to get rich. Being the first to (1) establish the high-price position (2) with a valid product story (3) in a category where consumers are receptive to a high-priced brand is the secret of success. Otherwise, your high price just drives prospective customers away.

For no Reason?" "For every reason". Rie emptied her sake cup. "Let's start with how she viewed my dad. He was your typical king of the hill. We couldn't say anything growing up. I was a kid, and a girl on top of that, so he never saw me as a real person. I never even heard the guy call my mother by name. It was always Hey you. We were constantly on red alert because my dad would beat the shit out of us or break things for no reason. Of course, outside the home, he was a pillar of the community. He ran the neighborhood council, and all that. My mom was my mom, always laughing it off, running the bath for him, cleaning up after him, feeding him. She looked after both of his parents all the way to the end, too. There was no inheritance, either. Yeah, my mom was free labor - free labor with a pussy.

companies are focused on building products rather than brands. A product is something made in a factory. A brand is something made in the mind. To be successful today, you have to build brands, not products. And you build brands by using positioning strategies, starting with a good name. Any

What’s called luck is usually an outgrowth of successful communication.

That is the vital point," he said. "Yet how much more ashamed we often seem to be of man's judgment than of God's.

The goal of a startup is to figure out the right thing to build—the thing customers want and will pay for—as quickly as possible.

Most marketing mistakes stem from the assumption that you’re fighting a product battle rooted in reality.

HYPERGROWTH FOR A COMPANY ALSO REQUIRES HYPERGROWTH OF THE PEOPLE INSIDE IT.

Zero invites imagination, but small numbers invite questions about whether large numbers will ever materialize.

With a name like Smucker’s, it has to be good.” Most companies, especially family companies, would never make fun of their own name. Yet the Smucker family did, which is one reason why Smucker’s is the No.1 brand of jams and jellies. If your name is bad, you have two choices: change the name or make fun of it.

If one were to list all the cruelties and maltreatments, both physical and emotional, that parents and adults inflict on children under the guise of love, the list would be a long one. But, going beyond such sinister examples, even kissing and hugging may or may not convey to a child that he is loved. Love is a feeling, an emotional state. Artists, writers, philosophers, poets have tried to define it. Marcel Proust says, "Love is space and time measured by the heart." What is space and time? It is the here and now. It is you. As unfortunately I am no poet, I will try to recall from my own experience how it feels to be truly loved by someone. It makes me feel good, it opens me up, it gives me strength, I feel less vulnerable, less lonely, less helpless, less confused, more honest, more rich; it fills me with hope, trust, creative energy and it refuels me. How do I perceive the other person who gives me these feelings? As honest, as one who sees and accepts me for what I really am, who objectively responds without being critical, whose authenticity and values I respect and who respects mine, who is available when needed, who listens and hears, who looks and sees me, who shares herself - who cares. Cares. To care is to put love in action. The way we care for our babies is then how they experience our love.

To find a unique position, you must ignore conventional logic. Conventional logic says you find your concept inside yourself or inside the product. Not true. What you must do is look inside the prospect’s mind.

The primary objective of a branding program is never the market for the product or service. The primary objective of a branding program is always the mind of the prospect. The mind comes first; the market follows where the mind leads.

If you were forced to drink a beaker of di-hydrogen oxide, your response would probably be negative. If you asked for a glass of water, you might enjoy it. That's right. There's no difference on the palate. The difference, in the brain.

So damn pigheaded. I’ve studied you, not to report you, Caspar, but because I want a relationship with you.

The easy way to get into a person’s mind is to be first.

Paradoxalmente, quando a busca por perfeição é substituída pela disposição de experimentar e adaptar a ideia original, o resultado final é um produto mais perfeito.

In the communication jungle out there, the only hope to score big is to be selective, to concentrate on narrow targets, to practice segmentation. In a word, "positioning.

Startups exist not just to make stuff, make money, or even serve customers. They exist to learn how to build a sustainable business. This

I call this building an adaptive organization, one that automatically adjusts its process and performance to current conditions.

You can’t take learning to the bank; you can’t spend it or invest it.

if you are asking, you’re not there yet.

Marriage, as a human institution, depends on the concept of first being better than best. And so does business.

Building your brand on quality is like building your house on sand. You can build quality into your product, but that has little to do with your success in the marketplace.

Positioning is an organized system for finding a window in the mind. It is based on the concept that communication can only take place at the right time and under the right circumstances.

My latest battle had nothing to do with The Company, the rebels, or any other faction. It was out-and-out warfare between my head and my heart. Keeping it cool during daylight, versus nighttime, when I unleashed my passion for him. ... Turned out the Wilderness was a lot more hostile than me.

If death comes to you this night, are you prepared to give up your account? What would your record of this last day be? A blank? What! Have you done nothing for the Master? Then what have you done against Him? Nothing? Nay, verily! Is not the Bible doctrine, 'He that is not for me is against me?

Shock? More like shellshock at this point. Blondie knew I was gay, yet he was a Company Exec or else he wouldn’t be here. I was his butt boy in the worst possible way. When I squinted at him, he gave nothing up. Neither did I. I had shit on this newly minted man too. Double fucking jeopardy, jackass.

The CEO and VP of product, instead of building their business, are engaged in the drudgery of solving just one customer’s problem. Instead of marketing themselves to millions, they sold themselves to one.

Startup success is not a consequence of good genes or being in the right place at the right time. Startup success can be engineered by following the right process, which means it can be learned, which means it can be taught.

People are accustomed to thinking of accounting as dry and boring, a necessary evil used primarily to prepare financial reports and survive audits, but that is because accounting is something that has become taken for granted.

Futurist Faith Popcorn goes even further. By the year 2010, she predicts, 90 percent of all consumer products will be home-delivered. “They’ll put a refrigerator in your garage and bar code your kitchen. Every week they’ll restock your favorites, without your ever having to reorder. They’ll even pick up your dry cleaning, return your videotapes, whatever you need.

Only 5 percent of entrepreneurship is the big idea, the business model, the whiteboard strategizing, and the splitting up of the spoils. The other 95 percent is the gritty work that is measured by innovation accounting: product prioritization decisions, deciding which customers to target or listen to, and having the courage to subject a grand vision to constant testing and feedback.

She was the first close friend who I felt like I’d re­ally cho­sen. We weren’t in each other’s lives be­cause of any obli­ga­tion to the past or con­ve­nience of the present. We had no shared his­tory and we had no rea­son to spend all our time to­ gether. But we did. Our friend­ship in­ten­si­fied as all our friends had chil­dren – she, like me, was un­con­vinced about hav­ing kids. And she, like me, found her­self in a re­la­tion­ship in her early thir­ties where they weren’t specif­i­cally work­ing to­wards start­ing a fam­ily. By the time I was thirty-four, Sarah was my only good friend who hadn’t had a baby. Ev­ery time there was an­other preg­nancy an­nounce­ment from a friend, I’d just text the words ‘And an­other one!’ and she’d know what I meant. She be­came the per­son I spent most of my free time with other than Andy, be­cause she was the only friend who had any free time. She could meet me for a drink with­out plan­ning it a month in ad­vance. Our friend­ship made me feel lib­er­ated as well as safe. I looked at her life choices with no sym­pa­thy or con­cern for her. If I could ad­mire her de­ci­sion to re­main child-free, I felt en­cour­aged to ad­mire my own. She made me feel nor­mal. As long as I had our friend­ship, I wasn’t alone and I had rea­son to be­lieve I was on the right track. We ar­ranged to meet for din­ner in Soho af­ter work on a Fri­day. The waiter took our drinks or­der and I asked for our usual – two Dirty Vodka Mar­ti­nis. ‘Er, not for me,’ she said. ‘A sparkling wa­ter, thank you.’ I was ready to make a joke about her un­char­ac­ter­is­tic ab­sti­nence, which she sensed, so as soon as the waiter left she said: ‘I’m preg­nant.’ I didn’t know what to say. I can’t imag­ine the ex­pres­sion on my face was par­tic­u­larly en­thu­si­as­tic, but I couldn’t help it – I was shocked and felt an un­war­ranted but in­tense sense of be­trayal. In a de­layed re­ac­tion, I stood up and went to her side of the ta­ble to hug her, un­able to find words of con­grat­u­la­tions. I asked what had made her change her mind and she spoke in va­garies about it ‘just be­ing the right time’ and wouldn’t elab­o­rate any fur­ther and give me an an­swer. And I needed an an­swer. I needed an an­swer more than any­thing that night. I needed to know whether she’d had a re­al­iza­tion that I hadn’t and, if so, I wanted to know how to get it. When I woke up the next day, I re­al­ized the feel­ing I was ex­pe­ri­enc­ing was not anger or jeal­ousy or bit­ter­ness – it was grief. I had no one left. They’d all gone. Of course, they hadn’t re­ally gone, they were still my friends and I still loved them. But huge parts of them had dis­ap­peared and there was noth­ing they could do to change that. Un­less I joined them in their spa­ces, on their sched­ules, with their fam­i­lies, I would barely see them. And I started dream­ing of an­other life, one com­pletely re­moved from all of it. No more chil­dren’s birth­day par­ties, no more chris­ten­ings, no more bar­be­cues in the sub­urbs. A life I hadn’t ever se­ri­ously con­tem­plated be­fore. I started dream­ing of what it would be like to start all over again. Be­cause as long as I was here in the only Lon­don I knew – mid­dle-class Lon­don, cor­po­rate Lon­don, mid-thir­ties Lon­don, mar­ried Lon­don – I was in their world. And I knew there was a whole other world out there.

fad is a wave in the ocean, and a trend is the tide. A fad gets a lot of hype, and a trend gets very little. Like a wave, a fad is very visible, but it goes up and down in a big hurry. Like the tide, a trend is almost invisible, but it’s very powerful over the long term. A fad is a short-term phenomenon that might be profitable, but a fad doesn’t last long enough to do a company much good. Furthermore, a company often tends to gear up as if a fad were a trend. As a result, the company is often stuck with a lot of staff, expensive manufacturing facilities, and distribution networks. (A fashion, on the other hand, is a fad that repeats itself. Examples: short skirts for women and double-breasted suits for men. Halley’s Comet is a fashion because it comes back every 75 years or so.) When the fad disappears, a company often goes into a deep financial shock. What happened to Atari is typical in this respect. And look how Coleco Industries handled the Cabbage Patch Kids. Those homely dolls hit the market in 1983 and started to take off. Coleco’s strategy was to milk the kids for all they were worth. Hundreds of Cabbage Patch novelties flooded the toy stores. Pens, pencils, crayon boxes, games, clothing. Two years later, Coleco racked up sales of $776 million and profits of $83 million. Then the bottom dropped out of the Cabbage Patch Kids. By 1988 Coleco went into Chapter 11. Coleco died, but the kids live on. Acquired by Hasbro in 1989, the Cabbage Patch Kids are now being handled conservatively. Today they’re doing quite well.

The Lean Startup asks people to start measuring their productivity differently. Because startups often accidentally build something nobody wants, it doesn’t matter much if they do it on time and on budget. The goal of a startup is to figure out the right thing to build—the thing customers want and will pay for—as quickly as possible. In other words, the Lean Startup is a new way of looking at the development of innovative new products that emphasizes fast iteration and customer insight, a huge vision, and great ambition, all at the same time.

Impact is a critically important concept when it comes to social innovation, generally used in the context of measuring whether social interventions do or don’t work. But conceptually, it’s very similar to the problem of measuring success in a business before you have profits. That’s why lean methods are so perfectly suited to this kind of work. The only real difference is that instead of talking about maximizing shareholder value, Lean Impact talks about maximizing social impact. An advance party of pioneers, some of whom you’ll read about here, is already doing this, but we need more. This book is a way to help add to their numbers. Lean Impact is not only transformational for the social sector, though. My hope is that people in other kinds of businesses and organizations will also pick it up and, after reading about the dedicated people and clear strategies whose stories Ann Mei has gathered, think about how the products and institutions they build affect the world. All of us have more to learn about how we make impact so we can move together into this new era. —Eric Ries, author of The Lean Startup and The Startup Way

You “burn” your way into the mind by narrowing the focus to a single word or concept. It’s the ultimate marketing sacrifice. Federal Express was able to put the word overnight into the minds of its prospects because it sacrificed its product line and focused on overnight package delivery only. In a way, the law of leadership—it’s better to be first than to be better—enables the first brand or company to own a word in the mind of the prospect. But the word the leader owns is so simple that it’s invisible. The leader owns the word that stands for the category. For example, IBM owns computer. This is another way of saying that the brand becomes a generic name for the category. “We need an IBM machine.” Is there any doubt that a computer is being requested? You can also test the validity of a leadership claim by a word association test. If the given words are computer, copier, chocolate bar, and cola, the four most associated words are IBM, Xerox, Hershey’s, and Coke. An astute leader will go one step further to solidify its position. Heinz owns the word ketchup. But Heinz went on to isolate the most important ketchup attribute. “Slowest ketchup in the West” is how the company

You see this in the toy business. Some owners of hot toys want to put their hot toy name on everything. The result is that it becomes an enormous fad that is bound to collapse. When everybody has a Ninja turtle, nobody wants one anymore. The Ninja turtle is a good example of a fad that collapses in a hurry because the owner of the concept got greedy. The owner fans the fad rather than dampening it. On the other hand, the Barbie doll is a trend. When Barbie was invented years ago, the doll was never heavily merchandised into other areas. As a result, the Barbie doll has become a long-term trend in the toy business.

Dear Friend: Are you a Christian? What have you done to-day for Christ? Are the friends with whom you have been talking traveling toward the New Jerusalem? Did you compare notes with them as to how you were all prospering on the way? Is that stranger by your side a fellow-pilgrim? Did you ask him if he would be? Have you been careful to recommend the religion of Jesus Christ by your words, by your acts, by your looks, this day? If danger comes to you, have you this day asked Christ to be your helper? If death comes to you this night, are you prepared to give up your account? What would your record of this last day be? A blank? What! Have you done nothing for the Master? Then what have you done against Him? Nothing? Nay, verily! Is not the Bible doctrine, 'He that is not for me is against me?'  "Remember that every neglected opportunity, every idle word, every wrong thought of yours has been written down this day. You can not take back the thoughts or words; you can not recall the opportunity. This day, with all its mistakes, and blots, and mars, you can never live over again. It must go up to the judgment just as it is. Have you begged the blood of Jesus to be spread over it all? Have you resolved that no other day shall witness a repeatal of the same mistakes? Have you resolved in your own strength or in His?

Entrepreneurs are everywhere. You don’t have to work in a garage to be in a startup. The concept of entrepreneurship includes anyone who works within my definition of a startup: a human institution designed to create new products and services under conditions of extreme uncertainty. That means entrepreneurs are everywhere and the Lean Startup approach can work in any size company, even a very large enterprise, in any sector or industry. 2. Entrepreneurship is management. A startup is an institution, not just a product, and so it requires a new kind of management specifically geared to its context of extreme uncertainty. In fact, as I will argue later, I believe “entrepreneur” should be considered a job title in all modern companies that depend on innovation for their future growth. 3. Validated learning. Startups exist not just to make stuff, make money, or even serve customers. They exist to learn how to build a sustainable business. This learning can be validated scientifically by running frequent experiments that allow entrepreneurs to test each element of their vision. 4. Build-Measure-Learn. The fundamental activity of a startup is to turn ideas into products, measure how customers respond, and then learn whether to pivot or persevere. All successful startup processes should be geared to accelerate that feedback loop. 5. Innovation accounting. To improve entrepreneurial outcomes and hold innovators accountable, we need to focus on the boring stuff: how to measure progress, how to set up milestones, and how to prioritize work. This requires a new kind of accounting designed for startups—and the people who hold them accountable.