This is the foundation for the Lean Startup methodology espoused by Steve Blank, Eric Reis, Ash Maurya and others, but until recently it has been articulated in the jargon of the business community such that it is difficult to see in terms of the scientific method.

I think Ash Maurya's upcoming book, "The Customer Factory", is perhaps the first attempt to codify the Lean Startup entirely in terms of how a scientist builds and tests models. As a technical person, not a business person, I am eagerly awaiting this book in hopes that it frames the startup process in the same ways that I tend to see the world (in terms of axioms, hypotheses and experiments).