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Lean startup is the process that embodies the “pivot or die” mentality that leads to rapid iteration around the development of a product or service. Rather than testing a polished, finished product lean testing focuses on getting fast feedback and implementing the necessary small changes before testing again, and wash, rinse, repeat. Paired with customer empathy at the helm of the ship, lean startup methodology leads to a quick to market strategy with a viable, desirable product or service.