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Introducing the Customer Development
Process
Customer development is a four-step process invented by Steve Blank, serial
entrepreneur turned author and educator. The basic premise is that there are no
facts in the building, so you need to test your ideas with customers and
stakeholders (e.g., channel partners or other key partners) before you implement
them. In this book we use the customer development process to test the
assumptions underlying Value Proposition and Business Model Canvases.
Customer Discovery
Get out of the building to learn about your customers’ jobs,
pains, and gains. Investigate what you could offer them to kill
pains and create gains.
Customer Validation
