The 12-step exo playbook: (1) Establish MTP, (2) Build/join communities, (3) Assemble team (CEO, product, builder, business model/finance), (4) Develop breakthrough idea, (5) Build lean startup and exo canvas, (6) Test and iterate idea with customers, (7) Validate MVP and marketing/sales, (8) Achieve product-market fit, (9) Implement SCALE and IDEAS attributes, (10) Establish culture, (11) Continuously retest assumptions, (12) Become a platform.