PART 1What is a Start-up? 24From Start-up to Company 25Customer Development Framework 26Risk and Uncertainty 28Start-up Myths 29Double Edge of Domain Expertise 31Bigger is Not Necessarily Better 31Start a Business not a Start-up 33Twitter Case Study 34Bootstrapping 36Disrupt or Revolutionise 39Apple Case Study 40Desirable, Feasible, Viable 42Emerging Technologies 44PART 2Founder Drive Cards 48Product Drive 50Resource Drive 51Cause Vision Drive 52Customer Pain Drive 53Diagnosing Malaria Case Study 54Problem Drive 56Customer Segment Drive 57Space X Case Study 58Delusional Fantasy Drive 60PART 3Rules of Customer Discovery 64Hypotheses into Facts 65Problem Space vs. Solution Space 65Local Ads on Bikes Case Study 66The Customer 68Planet Sized Challenges 70Customer Jobs-to-be-Done 71Netflix Case Study 74Salesforce Case Study 78Shark Bites & Mosquito Bites 80Customer Pains & Gains 81Cookie Monsters 82Problem-Solution Fit 83Cookie Monster Radar 84Running Experiments 86Pivot or Persevere 86Eight Pivots 87Market Segment Bowling 89False Positives and Negatives 90PART 56 Value Proposition Pitches 188Value proposition Canvas 196Experiment Validation Board 198Test & Learning Cards 200Business Model Canvas 202PART 6Glossary 206Index 210CASE STUDIESTwitter Case Study 34Apple Case Study 40Diagnosing Malaria Case Study 54Space X Case Study 58Local Ads on Bikes Case Study 66Netflix Case Study 74Salesforce Case Study 78Working Moms Case Study 100ShopFloQ Case Study 126Google Case Study 132Reflectively Case Study 138Calculatour Case Study 144Club Eten Case Study 154Disciplined Startup Founder is the most comprehensive guide to conducting disciplined customer discovery. Six founder drives introduces founders, step by step, to the process of customer discovery.