About the Book

The strategy used by MIT Students and Start-Up Founders around the world!

Disciplined Entrepreneurship is changing the way people think about entrepreneurship. Many believe that it cannot be taught, and those who are successful in starting a business are born with something others do not have. This book dispels that myth and shows how innovation-driven entrepreneurship can be broken down into discreet behaviors and processes which can be taught to the intelligent, hardworking, people using this book.

Presenting an easy to understand and implement proven framework that is both comprehensive and integrated.  This approach consist of 24 steps which include:

  • Market segmentation
  • Quantify the value proposition
  • Define your core
  • Map the process to acquire a paying customer
  • Test key assumptions, develop a product plan, and more.


This book is designed as an integrated toolbox for first-time and repeat entrepreneurs so that they can build great enterprises based on new innovative products. Serial entrepreneurs with deep experience in a particular field or industry will also find this 24-step guide useful to more efficiently bring products to market. 


In stores now.


What People Are Saying About The Book

Mitch Kapor Founder, Lotus Development Corporation

"Entrepreneurship is not only a mindset but a skill set. The 24 Steps presents a practical step-by-step process to channel the creative spirit to maximize the chances of success and ultimate impact."

Joi Ito Director, MIT Media Lab

“Bill and I have had many discussions about entrepreneurship and I really respect his perspective on the topic. While the spirit of entrepreneurship is often about serendipity, the execution is not. This book takes you through a systematic approach to significantly increase your odds of succeeding in making a world changing and sustainable company. I loved the content and the simple nature of the book.”

Brian Halligan Co-Founder & CEO, Hubspot and author of Inbound Marketing

“Invaluable. This book superbly summarizes the lessons taught to us at MIT. It is the book I wish I had when we were launching HubSpot 6 years ago."

Brad Feld Managing Director of the Foundry Group, Co-Founder of TechStars, and Creator of the Startup Revolution book series

“While I am not a big fan of business plans, I am a big fan of the business planning process. This book provides an invaluable comprehensive framework for innovation-driven entrepreneurs to execute the business planning process.“

Doug Leone Managing Partner, Sequoia Capital

"According to conventional wisdom, entrepreneurship is solely an innate trait. Nothing could be further from the truth. Entrepreneurship is a learned skill which can be honed through crisp execution. This book can help every entrepreneur dramatically increase the likelihood of success by providing step-by-step guidance on how to approach starting a new business. I recommend it to all ambitious entrepreneurs."

Frederic Kerrest Co-Founder, Okta

"This is the book I wish I'd had when I was starting out - concise, great examples, in plain English, combining classic entrepreneurship theory with what's happening in today's startup world. If you're a serious entrepreneur, read it carefully and keep it close at hand for the journey ahead. Like Bill, this book rocks!"

David Skok Partner, Matrix Partners

“Entrepreneurship is becoming increasingly scientific each day as the body of knowledge and research grows. This book is a valuable addition in that it provides an end to end guide to the product marketing process across multiple industries. It is what you would expect from MIT.”

Tom Byers Entrepreneurship Professorship endowed chair in the Stanford School of Engineering; Faculty Director, Stanford Technology Ventures Program

“Training our young engineers to be entrepreneurs is an imperative for the future and this book will help in that regard. It provides a roadmap for getting the product-market fit as tight as possible. There are many considerations in this process and this book captures them well and provides practical guidance on how to resolve them.”

Julia Hu Founder and CEO of Lark Technologies

“As an intuitive entrepreneur, I prefer less structure. That being said, after having worked through the steps in this book to launch Lark, I realize that some structure is very valuable. This book provides enough guidance to help you succeed but not too much to stifle creativity. It is a must have for entrepreneurs to read the first time but also as a reference.”

Paul Maeder Founding Partner of Highland Capital

“Ideas are a dime a dozen but great entrepreneurs are what create value. They have to be passionate and skilled. Maybe passion can’t be taught but execution skills can and this book does a wonderful job providing a structure and wisdom on each step to help entrepreneurs be more successful. I highly recommend it.”