Product Hypothesis

Customer & Problem

Hypothesis

Competitive Hypothesis

Market Type Hypothesis

Demand Creation Hypothesis

Friendly First Contacts

“Problem” Presentation

Market Knowledge

Customer Understanding

First Reality Check “Product” Presentation 1st Advisory BoardSecond Reality

CheckYet More

Customer Visits

Verify the Problem Verify the Product Iterate or ExitVerify the Business Model

State Hypotheses

State Hypotheses

Test “Product” Hypothesis

Verify

Customer Discovery Road Map

Articulate a Value Proposition

Prelim Sales & Collateral Material

Hire a “Sales Closer”

Prelim Sales Roadmap

Prelim Distribution

Channel

Product Positioning

Company Positioning

Present to Analysts & Inflencers

Verify the Product Verify the Sales Roadmap

Verify the Business Model

Verify the Channel Roadmap

Get Ready to Sell

Develop Positioning

Verify

Customer Validation Road Map

Contact Earlyvangelists

Sell to Earlyvangelists

Sell to Channel Partners

Refine Sales Roadmap

Sell to “Earlyvangelists”

Refine Channel Roadmap

Align Execs

Competitive Hypothesis

Iterate or Exit

Market Type Questionnaire

Choose Market Type

Choose 1st Year Objectives

Get Ready

Position

Create Demand

Customer Creation Road Map

LaunchSelect Launch

TypeSelect Customer

AudiencesUnderstand

Message ContextCraft the Messages

Select the Messengers

Understand the Media

Measure Success

Select PR Agency Positioning Audits Match Positioning to Market Type

Select Demand Creation Strategy

Agree on Demand Creation

MeasurementsIterate or Exit

Earlyvangelists to Mainstream Customers

Manage Sales Growth by Market

Type

Mainstream Customers

Mgmt & Culture Issues

Fast Response Departments

Company Building Road Map

Functional Departments

Set Department Mission

Statement

Set Department Roles by Market

Type

Review Management

Develop “Mission-Centric” Culture

Implement Mission-centric Management

Create an “Information

Culture”

Build a “Leadership

Culture”