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The goal of the Lean Startup approach is to shorten this cycle as much as possible, to speed up learning, get closer to the real needs of customers, innovate more and waste less. According to the principles of the Lean Startup method, according to which nothing is true until it is validated (validated = passed through the build-measure-learn mechanism), the idea cannot begin to materialize without first having verified that the problem: • really exists • is felt by the identified target • is strong enough to bring with it the need to be solved Feed a continuous flow of feedback between the startup and its customers throughout the product development process, to ensure constant learning and test every single hypothesis underlying the business idea.