David Bland is the Founder of Precoil, helping companies find product market fit using lean startup, design thinking, and business model innovation. He’s worked with companies like GE, Toyota, Adobe, HP, Behr and more. David is also the author of “Testing Business Ideas”, an internationally best-selling business book, now in over 20 different languages. In this guide, David walks through how to identify risks in product ideas, derisk through testing, and create a culture of experimentation throughout your company.