This presentation is targeted at startup developers, product managers, and others, as well as designers. Many entrepreneurs start companies based on their personal experience that made them realize there's a problem waiting to be solved with their solution. They then tend to face the technological challenge and focus on perfectly executing the wrong plan. This presentation reviews seven concepts that demonstrate lean and mean UX: mindsets that would make or break your approach to your customers, product, and plan to rule the world. It focuses on one of the more important concepts of understanding the relationship between attitude and behavior in customer development, and ends with six pointers for awesome UX.