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Glossary
(Business) Hypothesis
Something that needs to be true for your idea to work partially or fully but that
hasn't been validated yet.
Business Model
Rationale of how an organization creates, delivers, and captures value.
Business Model Canvas
Strategic management tool to design, test, build, and manage (profitable and
scalable) business models.
Call to Action (CTA)
Prompts a subject to perform an action; used in an experiment in order to test
one or more hypotheses.
Customer Development
Four-step process invented by Steve Blank to reduce the risk and uncertainty in
entrepreneurship by continuously testing the hypotheses underlying a business
model with customers and stakeholders.
Customer Gains
Outcomes and benefits customers must have, expect, desire, or dream to achieve.
Customer Insight
