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Luke Szyrmer is a B2B technical product manager. He’s a Lean Startup community activist with Lean Startup Circle London, Europe’s largest Lean Startup meetup. He’s the bestselling author of #1 bestseller Launch Tomorrow. He also mentors early stage tech founders. Ian & Luke discuss:- Reasons why companies fail Idea validation Testing/Engaging with the market When to kill a project Validation/experiment cards Buying personas Company culture Pivot or persevere Check out Luke's blog launchtomorrow.com Books mentioned https://www.gitbook.com/book/trikro/the-real-startup-book/details https://leanpub.com/YourFirstStartupExperiment Experiment template http://www.kromatic.com/downloads/experiment-herder-template Other experiment templates: http://blog.strategyzer.com/posts/2015/3/5/validate-your-ideas-with-the-test-card http://blog.strategyzer.com/posts/2015/3/9/capture-customer-insights-and-actions-with-the-learning-card