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Disciplined Entrepreneurship: 24 Steps to a Successful Startup

4.29  ·  Rating details ·  1,542 ratings  ·  149 reviews
Book by Aulet, Bill
Kindle Edition, 288 pages
Published July 31st 2013 by Wiley (first published January 1st 2013)
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Jose Papo
Sep 10, 2013 rated it it was amazing  ·  review of another edition
This book is a must read! A defined methodology with 24 steps who talks about the importance of Market Segmentation, creating personas, calculate the Total Addressable Market, how to quantify the value proposition, chart competition, design a business model and pricing framework, Lifetime Value and Cost of Customer Acquisition, Identify and Test Key assumptions, Define and create the Minimun Viable Business Product, among other important steps to check if your business idea is really worth pursu ...more
Said AlMaskery
I met Bill Aulet during an executive program in MIT. His lectures were around the ideas presented in this book.

The book is one of the best books I ever read on "start up" techniques, not only does it give you a step by step approach for a start up business, but it also opens your eyes and prepares you for challenges you would probably have struggled through in your first venture.

Interestingly, and unlike other books on the topic, the first few steps urges you to start with the customer in mind
Yevgeniy Brikman
Oct 29, 2022 rated it it was amazing
I wish I had found this book years ago. It contains a clear 24-step process for creating a new business or product. There is no fluff in this book; no business book jargon, no attempt to upsell you to some consulting service, no BS at all. Just the 24 steps, with a clear description of each, an explanation that makes it obvious why the step is valuable, and several examples from real world companies of what that step might look like. Everything in the book is immediately actionable; you can even ...more
Kelly Reid
Oct 12, 2013 rated it it was amazing  ·  review of another edition
SO, two things:

1) I met Bill at a lecture in Chicago put on by some MIT alumni. I got the book (much like some waffle fries) FOR FREE. I feel the need to disclose this so people don't think I'm shilling for Bill's book, and to kind of nerdbrag a little bit.

2) I stopped reading about 25% of the way through. Why? Because my business is not at the stage where I need his RIDICULOUSLY THOROUGH guidance. I wish I had this 3 years ago. So, I stopped reading because I am going to give it to someone else
Dec 16, 2017 rated it it was amazing
great book hat shows the MIT approach: you have some innovation (technical or another type but that it relies on your knowhow and is not easy to be reproduced) and you need to commercialize it. The book guides through all the steps from selecting and finding the market, doing market research and finding the beachhead market to MVP and customer interviews.
Feb 03, 2016 rated it liked it  ·  review of another edition
Shelves: non-fiction
I've been flirting with the idea of graduate school for a few years now, and decided to sit in on a couple MBA classes to help inform my indecision. One of these classes focused on tech entrepreneurship and the professor assigned readings from this book by Bill Aulet. I had never heard of the book before, and saw it was not well read on Goodreads or Amazon. I decided to take a chance on it anyway.

After reading half of the book, I had to stop. Here's why: the title is a bit misleading. I thought
Sep 12, 2016 rated it really liked it  ·  review of another edition
Shelves: business
*Update* I read this book again, however, I went through the steps using It seemed informative, but I was still a little disappointed that some aspects of creating and developing the product and finding manufacturers was not mentioned. At times, it seemed a little dumb to go through this process with data that was not accurate.

I read this book for class, and it seemed like a good book if you want to start an entrepreneurship. The author seemed like he was very conceited of himself
Dec 29, 2020 rated it it was amazing
Shelves: business
I've partially read this on my iPad a few years ago. Now I listened to it on Audible while running... I went through it twice in a row, to be exact. Although you definitely cannot take the maximum out of this book by listening, it was a great way to familiarise myself with the content to come back to in the paper format.

I am yet to follow this step by step process in real life, but after having failed a startup, I only wish I had read this book earlier. So many things could have been prevented,
Petar Ivanov
Oct 27, 2021 rated it really liked it
Overall, it's a very practical handbook with well-written and described steps. I liked the initial steps which were about market research, both primary and secondary, identifying the CLV, CAC and etc. However, the last sections of the book were very very general, in my opinion. If you want the follow the steps, you will have to dig deeper into the latest topics from the book. ...more
Aug 21, 2020 rated it liked it
I found this to be a bit of a dry read for something on the topic of the typically lively subject of entrepreneurship. Full disclosure, I listened to the book on audible and I found the reader to be a bit irritating to listen to so that may have influenced my rating somewhat. Overall, a pretty decent read for a templated step-by-step approach to new ventures.
AnaKaren Aguero
Dec 10, 2020 rated it really liked it
Really clear book if you are looking for a guide to start any project or business idea you have in mind.
Emil Lindfors
Oct 12, 2018 rated it it was amazing  ·  review of another edition
My goto reading suggestion for anyone wanting to get into entrepreneurship
Nov 20, 2022 rated it really liked it
Zero fluff, but thorough.
Feb 13, 2022 rated it it was amazing
This book is great if you are a fresh-faced entrepreneur, or an entrepreneurial veteran with a lot of dissonance in your head.
Bartosz Majewski
That's what happens when academics write books about startups. Mark my words: entrepreneurship, especially in it's early stages of company development is not sequential or structured. It's messy, chaotic and needs a ton of conviction to follow through. ...more
Soundview Executive Book Summaries
Disciplined Entrepreneurship: 24 Steps to a Successful Startup by Bill Aulet was chosen by Soundview Executive Book Summaries as one of the Top 30 Business Books of 2014.


Human history has seen certain occupations lifted to a pedestal during a particular era. What explorers were to the Age of Discovery and artists were to the Renaissance, entrepreneurs now occupy places of highest esteem in today’s global marketplace. However, MIT professor and serial entrepreneur Bill Aulet
Dec 08, 2018 rated it it was ok
Neatly explained business concepts (e.g: cost of customer acquisition), managing and setting realistic expectations as an entrepreneur and lacing the perspective built from customer-end into one's venture form the basis for this instruction manual.

It did not certainly make me buy the idea of venturing into entrepreneurship but if I had read this from the angle of an entrepreneur, I would have appreciated this book much better. To me, the illustrations were attractive. The content being overly fo
Felipe Chiaramonte
Jul 09, 2015 rated it really liked it
This book is great! Aulet's system is a compendium of other lean and customer development business plan systems in their core. It's a didatic (Aulet is a MIT professor) step-by-step guide with cartoony ilustrations and real startup exemples to guide the entrepreneur inside you. These are a lot of useful tools and insights to go straight to the point on the things that matter before starting a business. It's a great and complete introduction which should be complemented by books that focus on eac ...more
Arnab Padhi
Jun 19, 2016 rated it it was amazing  ·  review of another edition
Shelves: must-buy
Have you ever come across any book which gives you an in-depth idea of how to start your startup and ways to know whether your product will survive in the market? well, this books does. It is methodological perfect for any marketing persona, CEO or any person who is associated with the decision-making process of a company. It's not a must-read. It is a must buy and re-re-re-read. ...more
Noodle Wrap
Aug 12, 2019 rated it it was amazing
I have turned to this book multiple times for guidance. The steps are explained clearly and thoroughly, with appropriate real life examples that you just get it after reading it.
Clear, actionable, and is by far the best book that bridges ideas according actions in the field of entrepreneurship. Not for learning concepts, but is best to execute what is written in the book.
Highly recommended.
Daniel Fisberg
Mar 09, 2018 rated it it was amazing  ·  review of another edition
Bill wrote this book during my short stay at MIT in 2011. Im proud to have a chapter based on the work I did during one of his great classes. Very helpful book if you are planning to start a new venture.
Oct 02, 2013 rated it it was amazing  ·  review of another edition
Excellent workbook for innovation-driven startups on how to develop a product strategy. I recommend it highly.
Oct 25, 2016 rated it it was amazing
Great practical easy to follow book, I'll keep it by myside along my entrepreneurship journey ...more
Ishque Nanni
Sep 07, 2019 rated it it was amazing
Practical Guide. If you are planning to be enterprenuer you must read this book. The focus of the book is paying customer
Oct 15, 2019 rated it it was amazing
A must-read for all that dare to dream of entrepreneurship.
Thomas Papaspiros
Jan 06, 2016 rated it it was amazing
One of the best books i ve read on the subject
Uri Barkan
Sep 27, 2022 rated it really liked it
All in all, a great book for the beginning entrepreneur.

Let's say you have an idea for a business, but you don't have a technology or financial background. Or maybe you do, but you don't know where to start. Start with this book.

This book is concise, flowing, informative and very systematic. The author traces the typical chaotic area in which entrepreneurs move, and he does so effectively, balancing between the various forces acting on the entrepreneur, in particular how to best use her time and
Jun 12, 2019 rated it really liked it
I took Bill Aulet's entrepreneurship class at MIT (15.390 New Enterprises) and got a great deal out of it. During that time, Bill was writing this book, and the curriculum for the class largely mirrors the organization of this book. In fact, reading this book felt like going through class notes. In a good way.

Bill acknowledges the hype about entrepreneurship, and how so many charismatic folks see it as a ticket to the big time. He dispels a lot of falsehoods about it and assures us that entrepre
Dexter Wilson
Dec 27, 2017 rated it it was amazing
While this book was fundamental reading for an upcoming Entrepreneurship boot-camp, the material, principles and step by step guide to creating a truly innovation based business focused on the customer's real needs in an iterative model were simply mindblowing. The amount of work a truly disciplined entrepreneur must undergo to create a offering of significant value firstly to his beachhead market and then to adjacent applicable markets all while continuously refining, refocusing and collecting ...more
Utkarsh Kulkarni
Feb 27, 2021 rated it liked it
I had the opportunity to take Bill Aulet’s course at MIT Sloan earlier this month, and the course prompted me to read this book. While the course was fast-paced, the book covers the details of all the necessary steps to undertake to build a start-up.
This book is a comprehensive guide to build a startup. However, I still feel that the guide is more focused towards building a start-up in the US. It would be more useful if it was tailored to a more general audience, and had more examples of other w
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Bill Aulet is the managing director in the Martin Trust Center for MIT Entrepreneurship at MIT and also a senior lecturer at the MIT Sloan School of Management. The center is responsible for entrepreneurship across all five schools at MIT starting with education but also extending well outside the class room with student clubs, conferences, competitions, networking events, awards, hackathons, stud ...more

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