One of the key insights about entrepreneurship in the last decade is that a startup is not just a small version of a established business. Rather, a startup is an organization formed to search for a business model, rather than execute one. In particular, this implies that startups should be designed to maximize learning by exploiting surprises. This is the exact opposite of a traditional business, which attempts to increase predictability by avoiding surprises. To get the optimal structure, we need to be clear on: Which things we need to learn (the problem) How we are going to learn them (the process) Who will own the learning (the people) What will prove we have learned the right lessons (the product)