Article · ~8 min read
No Plan Survives First Contact With Customers
Steve Blank · steveblank.com Free Intermediate
Blank invented the get out of the building idea, and here he makes the sharpest version of the case: until you test your assumptions outside your own head, your plan is just creative writing. It reframes research as something you do in the field with customers, not at your desk. A short, blunt push to stop planning and go listen.
- Untested assumptions are guesses dressed up as a plan
- Real learning happens outside the building, with customers
- Search for a business model before you execute one
