The IDEATION Playbook

Learn how to pitch and de-risk your idea to key stakeholders. Use stories to connect with key stakeholders and win buy-in.

Program Length




Tuition (prices in USD)
 Solo-founder: $99
Team pricing (up to 3 members): $199

The #2 reason why products fail is that they never even get started. 

Why is that?

If you’re incubating your idea in a large company, you’re asked to write a 60-page business plan with a 5-year financial forecast and an 18-month product roadmap. For new innovative ideas, these things are simply unknowable at the outset. And these kinds of ideas fail to get past the gatekeepers.

If you’re a startup (or part of an innovation team with a mandate to innovate), getting started is a bit easier. But then you get stuck shortly thereafter when trying to secure additional resources to grow your product and team.

Side note: Even if you’re bootstrapping your idea, and not seeking an investor, you eventually need additional resources like co-founders, equipment, etc. to grow an idea.

This brings us to the true job of an entrepreneur.

The true job of an entrepreneur is to systematically de-risk their idea for stakeholders.

You, the founder, are stakeholder #1. You invest with the most expensive and irreplaceable asset: Your time. Before committing years of your life to an idea, you need to ensure the journey is worth taking.

Other stakeholders include your team, customers, advisers, and investors. They similarly need to see something in it for them before jumping in.

Every entrepreneur needs to be able to define, measure, and communicate progress throughout their product lifecycle.

How do you do this at the outset of a project?

The way entrepreneurs have traditionally done this is with a pitch. A really good pitch has the potential to create a reality distortion field.

The problem with these kinds of pitches is that they are very hard to pull off, aren’t for everyone, and reality eventually catches up to you. (Think Adam Neumann and WeWork)

A better approach is employing a more evidence-based story pitch. The three main elements of a good pitch are realities, visions, and secrets:
- how things are (realities), 
- what you envision as better (visions), and
- how you’ll get there (secrets).

Weaving these into a compelling story is the art of story-pitching. 
And what this playbook is about.

What You'll Learn


The IDEATION Playbook


Entrepreneurship can only be learned by doing. You'll bring an idea or project you're currently working on. If you don't have one, we'll recommend how to generate an idea during the program.

Required Materials

  1. Running Lean by Ash Maurya
  2. Scaling Lean by Ash Maurya
  3. LEANSTACK account (FREE)


Once enrolled or accepted, you'll have immediate access to the following playbooks:

  • Module 1: The Way We Build Products Has Fundamentally Changed

    We are living in a new world. Learn what's changed and why this matters.

  • Module 2 - The Continuous Innovation Mindset

    Learn 10 key mindset shifts needed to succeed with continuous innovation.

  • Module 3 - Continuous Innovation In Action

    See how continuous innovation principles are applied across a wide range of products and services.

  • Module 1 - All Entrepreneurs Are Storytellers

    We are wired for stories but good stories need to match your specific audience's worldview. Learn the different audiences and story types you need to build to craft an effective pitch.

  • Module 2 - Outline Your Business Model Story Using A Lean Canvas


  • Module 3 - Chart An Epic Journey

    Break your overall product lifecycle into key milestones and validation plans to communicate how you go from where you are now to your desired destination.

  • Module 4 - Formulate Your Plan A


  • Module 5 - Assemble Your Story Pitch

    Synthesize your story assets into a compelling story pitch using a time-proven story arc.

  • Module 6 - Deliver Your Story Pitch

    Test, refine, and perfect your story pitch.

What You Get


Join a network of over 5,000 founders across 140 countries. Find like-minded entrepreneurs.

World-Class Content

The course content is delivered as bite-sized video lessons and short posts.

Built-In Tools

All the tools and templates you need for the hands-on work are integrated into the platform.

1:1 Coaching

Trained and certified coaches guide your learning, provide feedback, and steering.

Learn With The Best

Ash Maurya

Ash Maurya

Curriculum Lead

Ash Maurya is the author of two bestselling books Running Lean and Scaling Lean, and is also the creator of the highly popular one-page business modeling tool "Lean Canvas". Ash is praised for offering some of the best and most practical advice for entrepreneurs and intrapreneurs all over the world. The curriculum supporting this program is authored by Ash.

How it works

This program is delivered using a combination of video lessons, pre-recorded webinars, and hands-on tools. Along the way, we provide personalized 1:1 coaching for refining your pitch and moving your business model forward.

  • Tuition is $99 for solo-founders or $199 for a team (up to 3 people).
  • This playbook typically takes 4-6 weeks to complete.
  • All playbooks are delivered 100% remotely which means you can apply them from anywhere.

What Our Students Said After the Program

I feel much better after this great course. I had read the first book and the workshop is a really good addition to help further and provide with more comprehensive perspectives. I learned faster with this format and feel energized to crunch more my figures to make the idea viable. I feel I am back in the right direction after being lost in too many thoughts and assumptions.
- Sophie Guichard

Switching over from the original Business Model Canvas was easy, but I never really felt why it was a  good decision for me. Until now: after the Foundation course, for the first time, I could feel the differences to the original Business Model Canvas. Focusing on Problems, Existing Alternatives, and Traction makes much more sense to me now. Especially for early stage ideas, I believe, the Lean Canvas might be the more practical tool. 
- Berny Weiss

"Continous Innovation Framework is like THE ultimate business Bible!”
- Kelvin Parker

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