Every big project—whether it’s technology, sneakers, or a neighborhood café—requires a big investment to get off the ground. Unfortunately, most big projects flop with customers. Too many teams waste time, money, and opportunity because they follow the wrong strategy and lose sight of what really matters: Do people want what you’re making? Does your solution click with customers? Jake Knapp and John Zeratsky—two brilliant product designers who spent years at Google Ventures and elsewhere before founding a venture capital firm together—have helped hundreds of teams bring new products and services into the world. As designers and investors, they have a front-row seat to some of the world’s most successful startups. is the practical guidebook based on their experience—a proven system for starting projects the right way, to make better decisions and move quickly toward a solution that clicks with customers. Inside are twelve important lessons, a step-by-step playbook, and memorable stories from Nike, Microsoft, Google, Slack, and the frontiers of artificial intelligence research. Building on their bestselling book , Knapp and Zeratsky introduce new recipes that teams can use to quickly and confidently start new projects. For anyone who has ever had a good idea but didn’t know how to start, this book is for you.