Testing Business Ideas: A Field Guide for Rapid Experimentation

A practical guide to effective business model testing

7 out of 10 new products fail to deliver on expectations. Testing Business Ideas aims to reverse that statistic. In the tradition of Alex Osterwalder's global bestseller Business Model Generation, this practical guide contains a library of hands-on techniques for rapidly testing new business ideas.

Testing Business Ideas explains how systematically testing business ideas dramatically reduces the risk and increases the likelihood of success for any new venture or business project. It builds on the internationally popular Business Model Canvas and Value Proposition Canvas by integrating Assumptions Mapping and other powerful lean startup-style experiments.

Testing Business Ideas uses an engaging 4-color format to:

• Increase the success of any venture and decrease the risk of wasting time, money, and resources on bad ideas
• Close the knowledge gap between strategy and experimentation/validation
• Identify and test your key business assumptions with the Business Model Canvas and Value Proposition Canvas

A definitive field guide to business model testing, this book features practical tips for making major decisions that are not based on intuition and guesses. Testing Business Ideas shows leaders how to encourage an experimentation mindset within their organization and make experimentation a continuous, repeatable process.

《測試商業模式的實用指南》

七成的新產品未能達到預期效果，《測試商業模式》旨在改變這一統計數據。這本實用指南延續了亞歷克斯·奧斯特瓦爾德（Alex Osterwalder）的全球暢銷書《商業模式生成》的傳統，提供了一系列實踐技巧，用於快速測試新的商業理念。

《測試商業模式》解釋了系統地測試商業理念如何大幅降低風險，提高任何新創企業或商業項目成功的可能性。它基於國際上流行的商業模式畫布和價值主張畫布，並整合了假設映射和其他強大的精益創業實驗方法。

《測試商業模式》以引人入勝的四色格式呈現，具體實現以下目標：
- 提高任何企業的成功率，減少在不好的理念上浪費時間、金錢和資源的風險
- 填補戰略與實驗/驗證之間的知識差距
- 使用商業模式畫布和價值主張畫布識別和測試關鍵商業假設

作為商業模式測試的權威指南，這本書提供了實用的建議，幫助做出不依賴直覺和猜測的重大決策。《測試商業模式》向領導者展示如何在組織中培養實驗心態，並使實驗成為一個持續、可重複的過程。

David J. Bland Author and founder based in Silicon Valley who helps companies find growth using Lean Startup methods, design thinking, and business model innovation.

Alex Osterwalder Lead author of the international bestsellers Business Model Generation and Value Proposition Design; #7 on the Thinkers 50 list; passionate entrepreneur; and in-demand speaker.

David J. Bland 是一位位於矽谷的作者和創辦人，他幫助公司使用精實創業方法、設計思維和商業模式創新找到成長機會。

Alex Osterwalder 是國際暢銷書《商業模式生成》和《價值主張設計》的主要作者，他在Thinkers 50名單中排名第7位，是一位充滿熱情的企業家和受歡迎的演講者。