CONTENTS

INTRODUCTION

Design a better business and the double loop

PREPARE

Prepare your team, your environment, and how you work

POINT OF VIEW

Be a rebel, develop your vision, create design criteria

UNDERSTAND

Understand your customer, context, and business

IDEATE

Learn to ideate, expand your ideas, and select ideas

PROTOTYPE

Bring ideas to life, sketch, and make prototypes

VALIDATE

Find the riskiest assumption, experiment, and pivot

SCALE

When and how to scale; Investment Readiness Level

APPENDIX

Index, the team, and acknowledgments