Hi there -
Here is this week’s 1 principle, 2 strategies, and 3 actionable tactics for running lean…
Most founders chase more resources while their real constraint kills progress elsewhere.
Here’s how to flip that script using constraint-driven innovation…
1. Universal Principle
Every strength creates a constraint elsewhere in the system.
When Audi wanted to beat BMW and Mercedes at Le Mans, they couldn’t build a faster car. Time wouldn’t allow it.
Instead of asking How do we get more speed? they asked: How can we win Le Mans if our car cannot go faster than anyone else’s?
They won by building a more efficient car. Diesel technology meant fewer pit stops. Same race time, better results.
The breakthrough: Your constraint forces the creativity needed to innovate.
2. Underlying Strategies
Strategy 1: Use Propelling Questions
When you hit a constraint, don’t ask for more resources. Ask:
How do I achieve [my goal] without acquiring more of [the limiting resource]?
Examples:
- How do I get customers without a finished product? → Demo-sell-build
- How do I validate demand without more money? → Customer interviews + pre-orders
- How do I increase revenue without more leads? → Better pricing + customer segments
Strategy 2: Deliberately Limit Customer Throughput
Every business is a customer factory. Instead of scaling 0→millions overnight, set small customer goals that expose your real constraints.
Start with 10 customers in 2 weeks. Can’t reach that goal? You’ve found your constraint.
3. Actionable Tactics
Tactic 1: Map Your Customer Factory This Week
Document your five steps: Acquisition → Activation → Retention → Revenue → Referral. Track where prospects drop off or pile up. That’s your constraint.
Tactic 2: Set a 2-Week Customer Challenge
Aim for 10 new customers in 14 days. Can’t build a full product? Build an MVP. Don’t know what’s in the MVP? Start with demos. Still not sure? Run customer interviews.
Tactic 3: Formulate Your Propelling Question
Based on where you get stuck, create your constraint-breaking question.
- Can’t reach decision makers? How do I get 10 customers without cold outreach?
- Great demos but no conversions? How do I close deals without changing my pricing?
What constraint is your customer goal exposing?
Until next Thursday,
Ash
Author of Running Lean and creator of Lean Canvas
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P.S.
Check out his week’s video: