1. Introduction
Why this book?
Who Should Read This
2. Customer Development
What Customer Development Is
What Customer Development Is Not
Three Levels of Learning
Getting Started
3. Case Study: Naive Thinking
4. Concept Definitions
Early Adopters/Early Evangelists
Segmentation
Market Type
“Non-Traditional” Business Model
Positioning
Product-Market Fit
Minimum Viable Product (MVP)
Lean Startup
Pivot
Getting Out of the Building
5. Case Study: Multiple Pivots
6. Know The Business
To the Whiteboard
An Example
Know Thyself
7. Case Study: On Customer-Centric Cultures
8. 8 Steps to Customer Discovery
Overview
Step 1. Document C-P-S Hypotheses
Step 2. Brainstorm Business Model Hypotheses
Step 3. Find prospects to talk to
Step 4. Reach out to prospects
Step 5. Engaging Prospects
Step 6. Phase Gate I Compile I Measure ITest
Step 7. Problem Solving Fit/MVP
Step 8. Phase Gate II Compile I Measure ITest
9. Case Study: Testing Towards a Scalable Business Model
10. Conclusion
Summary
Resources
About the Authors