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Coaching Lean Level 2 Certification

Coaching Demand Validation Playbook

Learn battle-tested recipes, techniques, and validation patterns for demonstrating demand (early traction) for a product before building it.

Coaching Lean Certification Level 2

Who's It For?

This workshop is designed for educators, mentors, and consultants who want to level up their coaching meta-skills.

  • Educators who want to incorporate Running Lean and the Lean Canvas methodology into their entrepreneurship course.
  • Mentors at corporate incubators and startup accelerators who want to raise the quality of entrepreneurs that enter and leave their programs.
  • Consultants who want to drive greater business results for their clients in their new and/or existing products.

What You'll Learn

You'll learn how to coach teams to take their starting business model design assumptions and systematically validate their idea for sufficient demand (aka traction) using a Mafia Offer Campaign.

Coaching DVP

A Mafia Offer campaign is designed to fit within a 90-Day cycle and you'll learn several battle-tested problem discovery, solution design, and offer delivery recipes along the way.

DVP 90-Day Cycle

"This program not only changed my approach to building my startup, but it made sure I was focusing on loving the problem and not the product, and constantly reminding myself that the product is the whole business model and not just the MVP itself."

James Spalding

Workshop Lead

Ash Maurya

Ash Maurya

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. Driven by the search for better and faster ways for building successful products, Ash has developed a systematic methodology for raising the odds of success built upon Lean Startup, Business Modeling, and Bootstrapping techniques.

"Ash has a special gift of breaking down complex issues and making them accessible and understandable to all of us."

Christian Kläs
Business Development Agency for Europe

What You Get?

    • Training and certification as a LEANSTACK Level 2 Coach.
      You will be recognized as a LEANSTACK Level 2 coach in our publicly searcheable directory once you have successfully completed this workshop.


    This workshop is delivered over four online workshops (3.5 hours each) run weekly for 4 weeks. These workshops teach you the skills you need to acquire to deeply understand customers, identify problems worth solving, and delivering an offer.

    In between workshop sessions, you'll get to apply everything through project work on an actual product.


    In this workshop you'll learn the behavioral science of how customers buy and use products. We'll build on this model in subsequent workshops.


    This workshop breaks down the 3 steps for running effective customer interviews.


    We'll cover how to post-process your raw interview notes into actionable insights and design a solution for switch.


    You'll learn how to deliver and optimize a Mafia offer.

    Upcoming Workshops

    This workshop is delivered over 4 half-days and tuition is USD $2,500.
    Educators (must teach at an accredited institution) and non-profits qualify for a 40% discount and pay a tuition of USD $1,500 .

    Coaching Lean Level 2 Certification - January 2024

    Coaching the Demand Validation Playbook.
    Virtual -- Remote via Zoom
    Thu, Jan 11, 2024 - Thu, Feb 01, 2024
    Central Time (US & Canada)

    Coaching Lean - Level 1 - March 2024

    Level 1 certification for the Continuous Innovation Framework.
    Virtual -- Remote via Zoom
    Tue, Mar 19, 2024 - Fri, Mar 22, 2024
    Central Time (US & Canada)