Startup Classics: Start with Why, The Lean Startup and Zero to One

Breni's Lean Startup path teaches founder thinking through four classic books. There are 4 courses: Start with Why by Simon Sinek, The Lean Startup by Eric Ries, Zero to One by Peter Thiel, and The E-Myth Revisited by Michael Gerber. Sinek covers purpose, Ries covers testing ideas cheaply, Thiel covers building something new, and Gerber covers turning a business into a system. Learners finish by designing one small test of a business idea.

  • 4 courses
  • 52 learning objectives
  • Level: beginner
  • Language: English
  • Price: Subscription, free trial

What you will be able to do

  • Explain your idea starting with why
  • Design a minimum viable product to test one guess
  • Decide whether to pivot or persevere from results
  • Explain why Thiel prefers monopoly to competition
  • Write down one process so it runs without you

Full curriculum

Part 1 · Purpose and testing

1. Start with Why by Simon Sinek: Lead With Purpose

Explain a product or team starting from why, then how, then what. Units, in order: The golden circle: why, how and what; People buy why you do it; Manipulation and inspiration; Why the golden circle matches how people decide; Keeping the why clear as you grow.

  • — The Golden Circle Layers
    Learn the three rings of the Golden Circle model.
    • The Golden Circle
    • Why Ring
    • How Ring
    • What Ring
  • — People Buy Why You Do It
    Discover why customers choose brands based on core beliefs.
    • Inside Out
    • Why You Buy
    • Brand Loyalty
  • — Manipulation and Inspiration
    Compare how leaders drive behavior through fear or purpose.
    • Two Ways
    • Manipulation Limits
    • Inspiration Power
  • — Brain Structure and Decisions
    Connect the Golden Circle model to human brain science.
    • Limbic Brain
    • Neocortex
    • Gut Feelings
  • — Keeping the Why Clear
    Learn how to protect your core purpose as you grow.
    • The Celery Test
    • Fading Purpose
    • Consistency

2. The Lean Startup by Eric Ries: Test Ideas Fast

Test a business idea with small, fast experiments. Units, in order: Validated learning; Build, measure, learn; The minimum viable product; Pivot or persevere; Innovation accounting.

  • — Understanding Validated Learning
    Learn why real customer data matters more than business plans.
    • What is validated learning
    • Uncertainty and real data
  • — The Build-Measure-Learn Loop
    Turn ideas into products and measure customer responses fast.
    • The feedback loop
    • Speed and learning
  • — Building a Minimum Viable Product
    Test your business ideas quickly with the smallest useful product.
    • Defining the MVP
    • Testing assumptions
  • — Deciding to Pivot or Persevere
    Know when to change your strategy or keep going.
    • Recognizing failure early
    • Making a pivot
  • — Using Innovation Accounting
    Measure real progress with actionable metrics instead of vanity numbers.
    • Actionable vs vanity metrics
    • Setting learning milestones

Part 2 · Standing out and building systems

3. Zero to One by Peter Thiel: Build Something New

Judge a business idea by how new it is and how it can lead its market. Units, in order: Zero to one and 1 to n; Why Thiel prefers monopoly to competition; Last mover advantage; Secrets worth finding; The power law.

  • — Zero to One Progress
    Learn how true innovation differs from copying existing ideas.
    • Vertical and Horizontal Progress
    • Defining a Startup
  • — Monopoly Versus Competition
    Understand why competition destroys profits and monopolies succeed.
    • The Cost of Competition
    • Monopolies Solve Unique Problems
    • The Ideology of Competition
  • — Last Mover Advantage
    Study the endgame and build a durable market position.
    • Focus on the Endgame
    • Proprietary Technology
    • Starting Small
  • — Secrets Worth Finding
    Discover hidden truths that create valuable businesses.
    • The Contrarian Question
    • Two Kinds of Secrets
    • Building Around a Secret
  • — The Power Law
    Master exponential growth in investments and career choices.
    • The Power Law Reality
    • Life Is Not A Portfolio

4. The E-Myth Revisited by Michael Gerber: Build a Business That Runs Without You

Turn the work of a small business into systems others can run. Units, in order: The entrepreneurial myth; Entrepreneur, manager and technician; Infancy, adolescence and maturity; The franchise prototype; Working on your business, not in it.

  • — The Entrepreneurial Myth
    Understand why most small businesses fail due to false assumptions.
    • The Fatal Assumption
    • Entrepreneurial Seizure
  • — Three Owner Personalities
    Balance the entrepreneur, manager, and technician inside every owner.
    • The Entrepreneur Personality
    • The Manager Personality
    • The Technician Personality
  • — Business Life Stages
    Navigate infancy, adolescence, and maturity in your company growth.
    • Infancy Phase
    • Adolescence Phase
    • Maturity Phase
  • — The Franchise Prototype
    Build a systems-dependent business that can be replicated anywhere.
    • The Turn-Key Revolution
    • Franchise Rules
  • — Working On Your Business
    Systematize operations so your business runs without your constant presence.
    • Work On Your Business
    • Business Development Process
    • Business Development Program

Sample: Start with Why by Simon Sinek: Lead With Purpose

The opening tier, (The Golden Circle Layers). Learn the three rings of the Golden Circle model.

The Golden Circle

Understand the pattern leaders use to truly inspire people.

Why Ring

Define your purpose, cause, or belief as your why.

How Ring

Explain actions and processes that bring your purpose to life.

What Ring

Identify products or services your company actually provides.

Questions about Startup Classics: Start with Why, The Lean Startup and Zero to One

What is a minimum viable product?

In The Lean Startup, a minimum viable product is the smallest version of a product that lets you test a key guess with real customers and learn from it.

What does zero to one mean?

Peter Thiel uses "zero to one" for creating something new, and "one to n" for copying what already works. He argues the new is where lasting value comes from.

What is the E-Myth?

Michael Gerber's E-Myth is the belief that most small businesses are started by entrepreneurs. He argues most are started by technicians who know the work but not how to run a business.

Is Breni affiliated with the authors?

No. Breni is not affiliated with Simon Sinek, Eric Ries, Peter Thiel, Michael Gerber or their publishers.

Do I get a certificate?

Yes, finishing all 4 courses earns a Breni certificate of completion.

Related learning paths

Start Startup Classics: Start with Why, The Lean Startup and Zero to One

Get Breni on Google Play and start Startup Classics: Start with Why, The Lean Startup and Zero to One Download on the App Store