How to Read This Book vii
Preface xiii
Who is This Book For? xvii
Introduction xxi
A Repeatable Path xxii
Why a Second Decade? xxiv
The Four Steps: A New Path xxix
Getting Started
Chapter 1: The Path to Disaster: A Startup is Not a Small Version of a Big Company 1
Chapter 2: The Path to the Epiphany: The Customer Development Model 19
The Customer Development Manifesto 31
Step One: Customer Discovery
Chapter 3: An Introduction to Customer Discovery 53
Chapter 4: Customer Discovery, Phase One: State Your Business Model Hypotheses 69
Chapter 5: Customer Discovery, Phase Two: “Get Out of the Building” to Test the Problem: “Do People Care?” 189
Chapter 6: Customer Discovery, Phase Three: “Get Out of the Building” and Test the Product Solution 227
Chapter 7: Customer Discovery, Phase Four: Verify the Business Model and Pivot or Proceed 257
Step Two: Customer Validation
Chapter 8: Introduction to Customer Validation 277
Chapter 9: Customer Validation, Phase One: “Get Ready to Sell” 291
Chapter 10: Customer Validation, Phase Two: “Get Out of the Building and Sell!” 357
Chapter 11: Customer Validation, Phase Three: Develop Product and Company Positioning 413
Chapter 12: Customer Validation, Phase Four: The Toughest Question of All: Pivot or Proceed? 429
The Startup Owner’s Manual “Site” Map 465
Appendix A: Customer Development Checklists 469
Appendix B: Glossary 531
Appendix C: How to Build a Web Startup: A Simple Overview 541
Acknowledgements 549
About the Authors 553
Index 557
Steve Blank is a driving force in innovation, helping to radically reshape how startups are built and how entrepreneurship is taught. His new Startup Owner's Manual is his latest addition for entrepreneurial practitioners.
Steve created the Customer Development methodology that spawned the Lean Startup movement. He teaches entrepreneurship at Stanford University, U.C. and Columbia. His blog, www.steveblank.com, is "must" reading among entrepreneurs. In 2011, Steve created the Lean LaunchPad, a hands-on class using Customer Development to train students as well as elite teams of scientists selected by the U.S. National Science Foundation.
Steve arrived in Silicon Valley in 1978, as boom times began, joining his first of eight startups. After 21 years the results were two deep craters, several "base hits," one massive "dot-com bubble" home run, and immense experiential learning that resulted in his first break-through book, The Four Steps to the Epiphany.
Bob Dorf is a serial entrepreneur, founding his first success at age 22 and, since then, six more"two homeruns, two base hits, and three great tax losses," as he puts it. He's advised and/or invested in a score since. Dorf is often called the "midwife of Customer Development," having critiqued early drafts of The Four Steps to the Epiphany; he and Steve have been friends and colleagues ever since.
Entrepreneurial from his teens, Bob received his last W-2 almost 40 years ago, when he quit his editor's job at New York's WINS Radio to launch his first successful startup. In his "spare" time, he teaches "Introduction to Venturing," on Customer Development and getting startups right, at Columbia Business School.
For tons more insight and helpful tools for entrepreneurs and educators: www.steveblank.com
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