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Index
Table of Contents
1 Why This Book Matters
Chapter 1 — Introduction
When David met Goliath
What selling to businesses feels like
Lean B2B
Who should be reading this book
Who shouldn’t be reading this book
Chapter 2 — Where I’m Coming From
The challenges of being a Lean Startup in B2B
The book I would have loved to read
Chapter 3 — The nature of the B2B World
The B2B opportunity space
What makes B2B different
Why enterprise scares us
The Consultant and the Inventor
Are you a B2B entrepreneur?
What it takes to win in B2B
What you can do today
2 People
Chapter 4 — Where It Starts
The founding team
The starting point
Disruptions and the flip-side of the coin
Vision
What you can do today
Chapter 5 — Choosing a Market
Reading up on secondary research
Understanding the competitive landscape
Meeting with third-party analysts
First hypotheses
Finding problems and opportunities that matter
What you can do today
Chapter 6 — Finding Early Adopters
What you’re looking for
Finding early adopters
Selecting Early Adopters
What you can do today
Chapter 7 — Leveraging Domain Credibility & Visibility
Why you need domain credibility
Great, you’re an expert
Not an expert? Start here
What you bring to the table
Becoming one of them
What you can do today
Chapter 8 — Contacting Early Adopters
What you can offer
Reaching out to them
Success ratios
What you can do today
3 Problems
Chapter 9 — Finding Problems
Why finding problems matters
Problems that matter
Finding problems
Chapter 10 — Conducting Problem Interviews
Code of conduct
A breakdown of everything you need to find out
Meeting structure
Practice Makes Perfect
What you can do today
Chapter 11 — Analyzing the Results
Taking a step back
Removing extreme values
Scoring problems
Drawing a line in the sand
What you can do today
4 Solutions
Chapter 12 — Finding a Solution
Real and false validation
Looking for your first case study
Chapter 13 —Creating a Minimum Viable Product
Defining your problem owner
Finding your Fit
Creating a test plan
Building the MVP
Committing to your MVP
What you can do today
Chapter 14 —Preparing Your Pitch
The Jury
The Offer
The Pilot
The Collateral
Reengaging prospects
What you can do today
Chapter 15 — Conducting Solution Interviews
Meeting organization
Problem qualification
Telling a compelling story
Solution exploration and demo
Closing
Dealing with your first purchase
What you can do today
Chapter 16 — Product-Market Fit
The Elusive Product-Market Fit
What did you learn?
Self-assessment – Do you have it?
Pivots and other aerobics
Success ratios
When to stick and when to quit
What you can do today
5 Speed
Chapter 17 — Common Challenges
Being everything
Pet problems
The curse of “interesting”
Postponed usage
Long sales cycles
Insufficient credibility
Gatekeepers and Saboteurs
Soft value propositions
Committed budgets
Insufficient coaching influence
Death by process
Chapter Summary
Chapter 18 — Speeding up Product-Market Validation
Finding the watering hole
Moving in with customers
Setting up a customer development panel
Recruiting key staff and advisors
Using other sales staff to gain a competitive edge
Starting with a free version
Multi-tracking the validation process
Chapter Summary
What you can do today
Chapter 19 — Conclusion
What the rapid validation framework won’t do
The real benefits of the Lean B2B methodology
Remaining humble to avoid pain.
Appendices
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