The Four Steps to the Epiphany: Successful Strategies for Products that Win

Steve Blank, 2020

Inhaltsverzeichnis des Buches

Cover
The Hero's Journey
Introduction
Chapter 1: The Path to Disaster: The Product Development Model
The Product Development Model
What's Wrong With This Picture?
So What's The Alternative?
Chapter 2: The Path to Epiphany: The Customer Development Model
The Four Steps To The Epiphany
The Four Types Of Startup Markets
Synchronizing Product Development And Customer Development
Summary: The Customer Development Process
Notes
Chapter 3: Customer Discovery
The Customer Discovery Philosophy
Overview Of The Customer Discovery Process
Phase 0: Get Buy-In
Phase 1: State Your Hypotheses
A. State Your Hypotheses: The Product
B. State Your Hypotheses: Customer Hypotheses
C. State Your Hypotheses: Channel and Pricing Hypotheses
D. State Your Hypotheses: Demand Creation Hypotheses
E. State Your Hypotheses: Market Type Hypotheses
F. State Your Hypotheses: Competitive Hypotheses
Phase 2: Test And Qualify Your Hypotheses
B. Test and Qualify Your Hypotheses: The Customer Problem Presentation
C. Test and Qualify Your Hypotheses: In-Depth Customer Understanding
D. Test and Qualify Your Hypotheses: Market Knowledge
Phase 3: Test And Qualify The Product Concept
A. Test and Qualify the Product Concept: First Company Reality Check
B. Test and Qualify the Product Concept: Product Presentation
C. Test and Qualify the Product Concept: Yet More Customer Visits
D. Test and Qualify the Product Concept: Second Company Reality Check
E. Test and Qualify the Product Concept: First Advisory Board Members
Phase 4: Verify
A. Verify the Problem
B. Verify the Product
C. Verify the Business Model
D. Iterate or Exit
Notes
Chapter 4: Customer Validation
The Customer Validation Philosophy
Overview of the Customer Validation Process
Phase 1: Get Ready to Sell
Phase 2: Sell to Visionary Customers
Phase 3: Develop Positioning for the Company and Its Product
Phase 4: Verify
Chapter 5: Customer Creation
The Customer Creation Philosophy
Overview of the Customer Creation Process
Phase 1: Get Ready to Launch
A Note on “First Mover Advantage”
For an Existing Market
For a New Market
For Resegmenting a Market
Phase 2: Position the Company and Product
For an Existing Market
For a New Market
For Resegmenting a Market
Phase 3: Launch the Company and Product
For an Existing Market: Onslaught Launch
For a New Market: Early Adopter Launch
For Resegmenting a Market: Low -cost or Niche Launch
Phase 4: Create Demand
Notes
Chapter 6: Company Building
The Company-Building Philosophy
Building a Mainstream Customer Base
Building the Company's Organization and Management
Creating Fast-Response Departments
Overview of Company Building
Phase 1: Reach Mainstream Customers
Phase 2: Review Management and Build a Mission-Centric Organization
Phase 3: Transition the Customer Development Team into Functional Departments
Phase 4: Build Fast-response Departments
Notes
Bibliography
Entrepreneurial Management Stack
Must-Read Books
Strategy Books for Startups
Innovation and Entrepreneurship in the Enterprise
“War as Strategy” Books
Marketing Communications Books
Startup Law and Finance
Silicon Valley/Regional Clusters
Venture Capital
Startup Nuts & Bolts
Startup Textbooks
Manufacturing
Presentation and Product Design
Culture/Human Resources
Business History
Silicon Valley – Books
Books/Articles on the Entrepreneurial University
Appendix A: The Customer Development Team
Background: The Death Of The Departments
Appendix B: Customer Development Checklist
Acknowledgments
About The Author
Eight startups in 21 years
End User License Agreement