Over the course of nearly ten years, Eric Ries worked for two virtual world companies back-to-back. One followed a traditional startup approach: massive VC funding, years of stealth R&D, and an impressive PR launch. That one failed. The second did some things that weren't considered a very good idea: shipping a buggy product, launching it way too early, refusing to do PR or talk to press, even shipping software fifty times a day. And yet, this second startup succeeded. The reasons why are not just about luck, better product, or even smarter people. It's about better process.