Hmm. Was this written in 1999? Or perhaps the notion of the Lean Startup is not understood in London?

Seriously, the author seems completely unaware that his "lessons" could have been avoided if he would have simply looked at the growing body of literature, on-line classes, Startup Weekends, blogs by Eric Ries, Alexander Osterwalder, et al that now exist.

Even in writing these lessons he seems to be unaware of them.

What's missing?