The Four Steps to the Epiphany

S

UMMARY

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T

HE 

C

USTOMER 

D

EVELOPMENT 

P

ROCESS 

 

The Customer Development model consists of four well-defined steps: Customer Development, 

Customer Validation, Customer Creation, and Company Building. As you will see in succeeding 

chapters, each of these steps has a set of clear, concise deliverables that give the company and its 

investors incontrovertible proof that progress is being made on the customer front. Moreover, the 

first three steps of Customer Development can be accomplished with a staff that can fit in a phone 

booth.  

While each step has its own specific objectives, the process as a whole has one overarching goal: 

proving that there is a profitable, scalable business for the company. This is what turns the company 

from a nonprofit into a moneymaking endeavor. 

Being a great entrepreneur means finding the path through the fog and confusion and myriad of 

choices. To do that, you need not only vision but a process. This book gives you the process. Its 

premise is simple: if you execute the four steps of Customer Development rigorously and thoroughly, 

you increase the odds of achieving success, and you can reach the epiphany. 

 

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Chapter 2: The Path to Epiphany   

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25

 

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Chapter 3: Customer Discovery  

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26