The lack of a tailored management process has led many a start-up or, as Ries terms them, "a human institution designed to create a new product or service under conditions of extreme uncertainty", to abandon all process. They take a "just do it" approach that avoids all forms of management. But this is not the only option. Using the Lean Startup approach, companies can create order not chaos by providing tools to test a vision continuously. Lean isn't simply about spending less money. Lean isn't just about failing fast, failing cheap. It is about putting a process, a methodology around the development of a product.
The Lean Startup approach offers a powerful alternative to the chaotic "just do it" approach that many startups take in the absence of a tailored management process. By providing a structured methodology for product development and emphasizing continuous learning and adaptation, Lean enables startups to create order out of uncertainty and increase their chances of success.