Description:

During the first part of this exclusive webcast event we welcome Eric Ries (@ericries) author of New York Times bestseller "The Lean Startup" for a fireside chat with Ash Maurya (@ashmaurya) author of Running Lean to learn the story behind "Running Lean" and how the material was chosen for the book.

While running experiments is a key activity in a Lean Startup, running effective experiments that lead to breakthrough insights is still considered more art than science.

At the earliest stages of the product lifecycle, when we have relatively few customers, we struggle with making sense of seemingly small scale and qualitative customer feedback.

Even though the mechanics of running experiments are quite straightforward, most lean practitioners fail to run effective experiments.

In this webcast talk, Ash Maurya will teach you how to avoid these pitfalls and instead use a systems approach to craft the right next experiment no matter the stage of your product.

About Ash Maurya

Ash Maurya (@ashmaurya) is the founder of USERcycle. Since bootstrapping his last company seven years ago, he has launched five products and one peer-to-web application framework. Throughout this time he has been in search of better, faster ways for building successful products. Ash has more recently been rigorously applying Customer Development and Lean Startup techniques to his products, which he frequently writes about on his blog ashmaurya.com, and which turned into a book: Running Lean. Ash resides in Austin, Texas, with his wife, two children and two dogs.

About Eric Ries

Eric Ries is an entrepreneur and author of the New York Times bestseller The Lean Startup: How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Business, published by Crown Business . He graduated in 2001 from Yale University with a B.S. in Computer Science. While an undergraduate, he co-founded Catalyst Recruiting. Ries continued his entrepreneurial career as a Senior Software Engineer at There.com , leading efforts in agile software development and user-generated content. He later co-founded and served as CTO of IMVU, his third startup. In 2007, BusinessWeek named Ries one of the Best Young Entrepreneurs of Tech. In 2008 he served as a venture advisor at Kleiner Perkins Caufield & Byers before moving on to advise startups independently. Today he serves on the board of directors for Code for America and on the advisory board of a number of technology startups and venture capital firms. In 2009, Ries was honored with a TechFellow award in the category of Engineering Leadership. In 2010, he was named entrepreneur-in-residence at Harvard Business School and is currently an IDEO Fellow. The Lean Startup methodology has been written about in The New York Times, The Wall Street Journal, Harvard Business Review, Inc., Wired, Fast Company, and countless blogs. He lives in San Francisco with his wife, Tara.