Book · Book, around 320 pages

Testing Business Ideas: A Field Guide for Rapid Experimentation

David J. Bland and Alexander Osterwalder · Strategyzer (Wiley) Paid Intermediate

Once you know your riskiest assumption, this book tells you which experiment actually tests it. It carries 40 plus illustrated experiment types organised by cost, time, and strength of evidence, matched to whether the risk is about desirability, feasibility, or viability. It is the reference you keep on the desk so you run the cheapest test that gives real evidence, not the most impressive demo.

• Break the idea into prioritised, testable assumptions first (via assumptions mapping), then pick an experiment for the riskiest one.
• Match the experiment to the type of risk: a landing page or interview for desirability, a different test for feasibility or viability.
• Start with cheap, fast, low-evidence experiments and only invest in stronger, costlier ones as an assumption survives the early tests.