Page 1

1 Customer Discovery

2 Customer Validation

3 Customer Creation

4 Company Building

Each of the four steps to the epiphany is cyclic. Each may require multiple iterations before escape velocity is achieved and a user exits to the next step. Each of the four steps has four sequential phases. Each of these phases has a number of actions, ranging between three and seven. In sum, the sixteen total phases include sixty-four actions that must be completed before the epiphany is achieved. This excludes any iterations of any or all steps. The design challenge for The Four Steps to the Epiphany is to allow users to navigate the entire process without losing sight of where they are, where they’ve been, and where they’re going.

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Phase 2 Test Problem Hypothesis

Phase 3 Test Product Concept

1 Customer Discovery Phase 1 State Hypothesis

Phase 4 Verify

The design solution proposed herein starts from the basic premise of each step’s visual representation as a clockwise cycle. For visual differentiation, the iteration arrow has been deemphasized via a dotted line, while the exit arrow has been emphasized with a heavier stroke weight and larger arrowhead.

Phase 2 Test Problem Hypothesis

Phase 3 Test Product Concept

Phase 2 Sell to Visionary Customers

1 Customer Discovery Phase 1 State Hypothesis

Phase 3 Develop Positioning

2 Customer Validation Phase 4 Verify

Phase 1 Get Ready to Sell

Phase 4 Verify

When shown in sequence, the steps cleanly link via exit arrows and users can intuitively cycle from one phase to the next, starting at the left and moving to the right. 2


1 Customer Discovery

Each phase is represented by a rectangular flow diagram.

Phase 4: Verify Verify the Problem

Verify the Product

Verify the Business Model

Iterate or Exit

Muting previous and upcoming actions places visual emphasis on the current action. Muted text remains fully legible against a white background.

Verify the Problem

Verify the Product

Verify the Business Model

Iterate or Exit

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This design creates visual consistency at all viewing levels, from the entire four step process to a specific action within a phase.

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2

3

2

3 Customer Creation

1

Phase 2 Position

4

3

2

4

1

4 Company Building

3

4

Phase 3 Launch

3 Customer Creation Phase 1 Get Ready

Phase 4 Create Demand

Phase 1: Get Ready Market Type Questionnaire

Choose Market Type

Choose First Year Objectives

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A high level view of the process may be shown at any action point within any phase. This maintains user orientation regardless of present location.

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2

3

4

Phase 3.4: Create Demand Select Demand Creation Strategy

Agree on Demand Creation Measurements

Iterate or Exit

Adding a step identifier to each phase number also increases understanding of present location.

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Uniform page layout of process and phase diagrams maintains orientation as users progress through book. This also allows users to browse the book and quickly locate a specific step, process, and action.

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2

3

Phase 3.4: Create Demand

4

1

2

3

4

Phase 4.1: Mainstream Customers

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Expanding the table of contents also provides users an overview of all content and the location of any specific step, phase, and action.

Table of Contents

CHAPTER 3

Step 1: Customer Discovery ........................ 31

Phase 1.1: State Your Hypothesis ...................................................... Product Hypothesis ........................................................................................ Customer & Problem Hypothesis .................................................................. Distribution & Pricing Hypothesis ................................................................. Demand Creation Hypothesis ....................................................................... Market Type Hypothesis ................................................................................ Competitive Hypothesis ................................................................................ Phase 1.2: Test “Problem” Hypothesis .............................................. Friendly First Contacts ................................................................................... “Problem” Presentation ................................................................................ Customer Understanding .............................................................................. Market Knowledge ........................................................................................ Phase 1.3: Test “Product” Hypothesis ............................................... First Reality Check .......................................................................................... “Product” Presentation ................................................................................. Yet More Customer Visits .............................................................................. Second Reality Check ..................................................................................... First Advisory Board ....................................................................................... Phase 1.4: Verify ................................................................................. Verify the Problem ......................................................................................... Verify the Product .......................................................................................... Verify the Business Model ............................................................................. Iterate or Exit .................................................................................................

40 41 43 50 52 53 57 58 59 61 63 64 65 66 67 68 71 72 73 73 73 74 75

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A similar approach to visual clarification can be applied to all graphics within the book.

Access

Assess Needs

Educate and Present Solution

Strategy

Finance

Product Management

Operational

Technical

Executives

CIO

End Users

IT Staff

High

Sales Introductory Meetings

Account Strategy

Corporate Marketing Low Support

IT

Figure 4.10

Example of a Selling Strategy

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Redesign proposal for Steven Blank's The Four Steps to the Epiphany.  

Redesign proposal for Steven Blank's The Four Steps to the Epiphany.

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