The Four Steps of the Epiphany

Eric Ries visits Google to discuss his book ""The Lean Startup"", a guide to help both new and established entrepreneurs and managers do one important thing: make better, faster business decisions.

Most startups fail. But many of those failures are preventable. “The Lean Startup” is a new approach being adopted across the globe, changing the way companies are built and new products are launched.

Eric Ries defines a startup as an organization dedicated to creating something new under conditions of extreme uncertainty. This is just as true for one person in a garage or a group of seasoned professionals in a Fortune 500 boardroom. What they have in common is a mission to penetrate that fog of uncertainty to discover a successful path to a sustainable business.

The Lean Startup approach fosters companies that are both more capital efficient and that leverage human creativity more effectively. Rather than wasting time creating elaborate business plans, The Lean Startup offers entrepreneurs a way to test their vision continuously, and to adapt and adjust before it’s too late. Eric Ries provides a scientific approach to creating and managing successful startups in an age when companies need to innovate more than ever.

Originally published in April of 2011.

Visit YouTube.com/TalksatGoogle to watch the video.