The Customer Development Manifesto: Reasons for the Revolution (part 1)
Four Steps to the Epiphany is the Prequel to “the Fifth Epiphany”
This post makes more sense if you read the previous post – The Leading Cause of Startup Death: The Product Development Diagram.
After 20 years of working in startups, I decided to take a step back and look at the product development model I had been following and see why it usually failed to provide useful guidance in activities outside the building – sales, marketing and business development.
Every startup has some methodology for product development, launch and life-cycle management. At their best, these processes provide detailed plans, checkpoints and milestones for every step in getting a product out the door: sizing markets, estimating sales, developing marketing requirements documents, prioritizing product features. Yet at the end of the day even with all these processes 9 out of 10 of new products are failures.
So what’s wrong the product development model? The first hint lies in its name; this is…
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