The launch of the newest series of Strategyzer book is very timely for me. "Testing Business Ideas" by David Bland and Alexander Osterwalder was launched in the month of December 2019. While the startup landscape has been around for decades, the risks are still extremely high for an organisation to go from ideas into successful market penetration. Many of them eventually finds out the hard way that their ideas will never take off in the first place. This book is a game changer. It outlines different ways organisations can reduce that risk by suggesting different ways to test ideas before attempting to go to the market. What impressed me the most is the fact that this book works really well with the other Strategyzer's tools. The dilemma for a strategy coach like me is often the tools that we used are independent of each other. Not this one. If you've read Strategyzer's Business Model Generation and Value Proposition Design, this book fits nicely with the concepts of the other two book. Listen into my interview with David Bland, founder / CEO of Precoil and co-author of the book "Testing Business Ideas".