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Appendix B: Resources and Readings 209

Sull, Donald N. “Strategy as Active Waiting.” Harvard Business Review,
September 2005. In this article, Sull provides insights and tactics
for monitoring and responding to market forces, including scan-
ning for market “anomalies.”

Seth Godin Blog, The. http://sethgodin.typepad.com. Also check out
Godin’s book, The Dip (New York: Portfolio, 2007), for a quick,
useful immersion into the question of when to stay the course or
change direction.

Steven Blank Blog, The. http://steveblank.com. I think of Steve Blank
as the godfather of market focus. His first book, The Four Steps to
the Epiphany (San Mateo, CA: Cafepress, 2005), is not for the ca-
sual reader, but it introduced the groundbreaking notion of “cus-
tomer development” (vs. product development).

Ries, Eric. “The Five Whys for Start-Ups.” Harvard Business Review,
http://blogs.hbr.org/cs/2010/04/the_five_whys_for_startups.html.
Borrowing from lean manufacturing techniques, Ries illustrates
a simple, powerful tool for fixing the root causes of business prob-
lems.

MATH

Chapter Five – Your Math Story

Berry, Tim. The Plan-as-You-Go Business Plan. Irvine, CA: Entrepre-
neur Press, 2008. A flexible, commonsense approach to planning
from a planning guru. Favorite quote: “If you dread planning
your startup, don’t start it.”

Osterwalder, Alexander, and Yves Pigneur. Business Model Generation.
Hoboken, NJ: John Wiley & Sons, 2010. The definitive framework
for getting clear on what you are attempting to do with your ven-
ture.

American Management Association • www.amanet.org