Alistair Croll & Benjamin Yoskovitz

Croll co-founded web-performance company Coradiant and chairs tech conferences; Yoskovitz built and sold startups before running product at scale. Lean Analytics was their answer to what founders kept asking after reading The Lean Startup: measure what, exactly? The book's dozens of benchmark numbers — real conversion, churn, and engagement baselines per business model — made it the reference the movement was missing.

Croll and Yoskovitz wrote the measurement layer the lean movement was missing. Croll brought the analyst's eye — co-founder of web-performance company Coradiant, chair of major tech conferences — and Yoskovitz the operator's, from building and exiting his own startups. Lean Analytics, published in Eric Ries's own Lean Series, contributed the One Metric That Matters, the five-stage model, and something rarer than frameworks: actual benchmark numbers, per business model, for what good looks like. It remains the book teams reach for when 'build-measure-learn' meets the question 'measure what, exactly?'