Written by: Justin Norcutt
Reading The Lean Startup by Eric Ries was a game-changer for me, especially as someone building a business from the ground up with limited resources and a strong desire to succeed. This book gave me more than advice—it gave me a real strategy to follow. It taught me how to test my ideas, adapt quickly, and avoid wasting time and money on things that don’t work.
One of the most important lessons I took from this book was the Build-Measure-Learn feedback loop. Rather than spending time trying to launch a perfect product or service, Ries encourages us to build a Minimum Viable Product (MVP)—the simplest version of what we’re offering—so we can start learning from real customers immediately. That principle helped me shift my mindset from overplanning to taking action and adjusting as I go.
The idea of validated learning also really stuck with me. I’ve made a lot of moves in the past based on what I thought people needed, without testing those assumptions. Now I understand that learning directly from customers and adjusting based on feedback is how you grow a sustainable business.
Another key takeaway was the power of the pivot—changing direction when something isn’t working. I used to view change as failure. Now, I understand that adapting is a strength. This mindset is helping me stay flexible in how I grow and scale my business.
I’ve already started applying these lessons in real life. I currently hold a Class A CDL with endorsements for doubles/triples, tankers, hazmat, and passenger. I’ve scored top of my class in hazardous materials and earned 10 heavy equipment certifications. I’ve also completed over 107 LinkedIn Learning courses and earned my MSHA certification. I’m putting all this experience into launching a business that provides hotshot trucking, hauling, and soon, junk removal services. Every step I take now is guided by the Lean Startup mindset—test, learn, and improve.
This book helped me realize that success isn’t about having the perfect plan—it’s about learning, adapting, and staying committed to progress. As I move forward on my path from incarceration to entrepreneurship, I carry this knowledge with me. I’m not just chasing success; I’m building it—one smart, tested step at a time.
