"A book for anyone who has started a business, thought about starting a business, or just been close to someone who has, All In Startup introduces the reader to the latest advances in entrepreneurship, including a new understanding of how to launch a company in a way that dramatically improves its chances of success.The "business plan" curriculum taught in most M.B.A. programs is on the verge of extinction. A new "scientific method" of entrepreneurship built around forming and testing basic assumptions will soon replace the tired old model. The book, told through a case study approach, follows the story of Owen Chase who is tasked with turning his company around in 9 days. Through rich storytelling, All In Startup provides a book-length case study to showcase a new type of entrepreneurship, revealing innovative business principles and the emotional reality of entrepreneurship that goes tragically unmentioned during business school"-- Provided by publisher

• First appearances can be deceiving
• You're not fooling anyone
• You can't sell anything by doing all of the talking
• It's how well you lose, not how well you win, that determines whether you get to keep playing
• The real pros don't play every hand
• Vanity metrics can hide the real numbers that matter to your business
• You won't find a mentor if you don't ask
• Put your customers and their needs before your vision for a solution
• Don't gamble - use small bets to find opportunities
• even experts need to prepare for new terrain
• People don't buy visionary products; they buy solutions to their problems
• Only customers can tell you if you've found a problem worth solving
• Hoping and praying for luck is not a strategy
• It's never too late to test your assumptions
• The secret to customer interviews is nonleading, open-ended question
• The only way to get good at customer interviews is to practice
• Finding out your assumptions were wrong is just as valuable as proving them right
• Don't pivot to a new idea without testing your new assumptions
• Save your chips for when you'll need the least amount of luck to win
• Successful entrepreneurs recognize failure, fold, and live to fight another day
• Test your assumptions before committing any resource to an idea
• Luck can be engineered if you take emotion out of the equation
• Every successful entrepreneur has more failures than successes
• The harder you work, the luckier you'll get
• Opportunities to find prospective customers are everywhere - you just have to look
• The best feedback from potential customers comes from meticulous interviews
• Recognize the vanity metrics to avoid big losses
• Keep interviewing customers until yo find a migraine problem worth solving
• People can't help themselves from sharing when you bring up a migraine problem
• Stay objective in your interviews whether you are getting good or bad news
• Nothing else matters until you can prove that customers want your product
• Luck makers seek out new experience and find opportunities where ever they go
• Luck is not a good strategy for poker or business : It's the outcome of a good strategy
• To prove demand, find the shortest path to the ultimate customer action
• Prepare for bad luck by building up reserves
• Fear and inaction are the two greatest threats to your business idea
• Understand your tendencies on tilt so that you can compensate for them
• There is no mistaking it when you uncover migraine problems worth solving
• Get comfortable with being wrong
• Don't go all-in without confirming your assumptions through smaller bets
• Second chances are rare - make sure you get it right the first time around
• Even when you find a migraine problem, crafting a solution requires vigilance and readjustment
• Don't commit all-in until you prove that customers want your product and there's a business model to support it
• The strength of your initial idea, or starting hand, is always relative