treat the CFPB as an experiment, identify the elements of the plan that are assumptions rather than facts, and figure out ways to test them. Using these insights, we could build a minimum viable product and have the agency up and running—on a micro scale—long before the official plan was set in motion.

As Cook says, “Success is not delivering a feature; success is learning how to solve the customer’s problem.”

try to push my team to first answer four questions: 1. Do consumers recognize that they have the problem you are trying to solve? 2. If there was a solution, would they buy it? 3. Would they buy it from us? 4. Can we build a solution for that problem?”

rooted in feedback on what is working today rather than in anticipation of what might work tomorrow.

Lean Startup model, an experiment is more than just a theoretical inquiry; it is also a first product.

By the time that product is ready to be distributed widely, it will already have established customers.

The point is not to find the average customer but to find early adopters: the customers who feel the need for the product most acutely. Those customers tend to be more forgiving of mistakes and are especially eager to give feedback.

concierge minimum viable product (described in detail in Chapter 6), Caroline could make sure the first few participants had an experience that was as good as she could make it, completely aligned with her vision.

Once the program is up and running, how will it spread among the employees, from initial early adopters to mass adoption throughout the company?