The Four Steps to the Epiphany

5. The Use of a Product Development Methodology to Measure Sales  

Using the product development diagram for Customer Development activities is like using a clock to 

tell the temperature. They both measure something, but not the thing you wanted.  

Figure 1.2 shows what the product development diagram looks like from a sales perspective. A 

VP of Sales looks at the diagram and says, “Hmm, if beta test is on this date, I’d better get a small 

sales team in place before that date to acquire my first ‘early customers.’ And if first customer ship is 

on this date over here, then I need to hire and staff a sales organization by then.” Why? “Well, 

because the revenue plan we promised the investors shows us generating customer revenue from the 

day of first customer ship.” 

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Chapter 1: The Path to Disaster   

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