The Four Steps to the Epiphany: Successful Strategies for Products that Win

As you learn more you can begin to categorize your customers as having: A latent need (the customers have a problem or they have a problem and understand they have a problem) An active need (the customers recognize a problem—they are in pain—and are actively searching for a solution, but they haven't done any serious work to solve the problem) A vi

In this first phase, you want to get down what you know (or assume you know) on paper and create a template to record

One of the first tests of your value proposition should be, is it emotionally compelling?

The Product Development model is so focused on building and shipping the product that makes the fundamental and fatal error of ignoring the process I call Customer Discovery.

This part of the brief has you first listing all the people you can think of who could influence a customer's buying decisions.

CEOs and startups from existing businesses. Founding entrepreneurs are out to prove their vision and business are real and not some hallucination;

earlyvangelist customers will be found only at points 4 and 5: those who have already built a homegrown solution

Since you have developed a complex series of hypotheses, trying to gather all the data on a first customer meeting would be ludicrous.

form of a one-or two-page brief about each of the following areas: Product Customer and their problem Channel and pricing Demand creation Market Type Competition