David J. Bland

Bland synthesizes his deep expertise in innovation consulting to tackle the persistent challenge of assumption-driven product development. In his work, he probes how ignoring customer problems can lead to failure, a theme that emerges from his early career experiences in technology startups. This revelation shifted his focus towards systematically testing business ideas, an approach that has since informed his consultancy, Precoil. Through Precoil, Bland helps a wide range of companies, from nascent startups to established industry leaders, achieve product-market fit using lean startup principles, design thinking, and business model innovation.\n\nHis significant contribution to business literature is encapsulated in his book "Testing Business Ideas: A Field Guide for Rapid Experimentation," co-authored with Alexander Osterwalder. This work addresses the daunting statistic that around 70% of new products underperform. Therefore, Bland advocates for a methodical process that organizes validation around desirability, viability, and feasibility. His approach refines this framework to stress discovery and validation, inspired by entrepreneurial methodologies that prioritize customer feedback. Readers of his book benefit by gaining insights into risk navigation through evidence-based experimentation, challenging the traditional assumption-driven development process.\n\nBland's impact extends beyond his book, as he regularly contributes thought leadership through Strategyzer and delivers workshops and training programs. His bio highlights him as a bestselling author and influential speaker in business innovation, earning endorsements from prominent figures in the field. Through these endeavors, Bland provides valuable guidance for organizations looking to foster an experimental culture conducive to innovation, offering solutions to overcome the resistance often faced when iterating new ideas.