{"id":3428,"date":"2010-08-16T06:57:55","date_gmt":"2010-08-16T11:57:55","guid":{"rendered":"https:\/\/staging.opexlearning.com\/resources\/?p=3428"},"modified":"2021-01-05T13:39:32","modified_gmt":"2021-01-05T18:39:32","slug":"the-lean-startup-and-customer-development","status":"publish","type":"post","link":"https:\/\/staging.opexlearning.com\/resources\/the-lean-startup-and-customer-development\/3428\/","title":{"rendered":"Book Review: The Four Steps to the Epiphany"},"content":{"rendered":"<div class=\"a296a24fa2fc69ef5487857f02f111e8\" data-index=\"9\" style=\"float: none; margin:10px 0 10px 0; text-align:center;\">\n<script async src=\"\/\/pagead2.googlesyndication.com\/pagead\/js\/adsbygoogle.js\"><\/script>\r\n<!-- Single Post readerboard -->\r\n<ins class=\"adsbygoogle\"\r\n     style=\"display:inline-block;width:728px;height:90px\"\r\n     data-ad-client=\"ca-pub-8207522353004717\"\r\n     data-ad-slot=\"1144967431\"><\/ins>\r\n<script>\r\n(adsbygoogle = window.adsbygoogle || []).push({});\r\n<\/script>\n<\/div>\n<p>Steve Blank, the author of &#8220;<a href=\"https:\/\/staging.opexlearning.com\/resources\/customer-discovery\/4008\/\" title=\"video of steve blank on four steps to the epiphany\">The Four Steps to the Epiphany<\/a>&#8220;, explains how to effectively bring a product to market. In doing so, he applies many principles of Lean Thinking, sparking a very popular movement in the entrepreneurship and the startup world: The Lean Startup.<\/p>\n<div align=\"center\">\r\n<table border=\"1\" cellpadding=\"5\">\r\n<tbody>\r\n<tr>\r\n<td style=\"text-align: center;\" colspan=\"2\"><strong>Other Book Reviews You Might Enjoy<\/strong><\/td>\r\n<\/tr>\r\n<tr>\r\n<td>\r\n<ul>\r\n\t<li><a title=\"toyota mindset, taiichi ohno book review\" href=\"https:\/\/staging.opexlearning.com\/resources\/toyota-mindset-commandments-taiichi-ohno\/7715\/\">The Toyota Mindset<\/a><\/li>\r\n\t<li><a title=\"A visual factory, book review on lean\" href=\"https:\/\/staging.opexlearning.com\/resources\/book-review-the-visual-factory\/4352\/\">A Visual Factory<\/a><\/li>\r\n\t<li><a title=\"follow the learner, book review on lean\" href=\"https:\/\/staging.opexlearning.com\/resources\/book-review-follow-the-learner-the-role-of-a-leader-in-creating-a-lean-culture\/4624\/\">Follow the Learner<\/a><\/li>\r\n\t<li><a title=\"kaizen and the art of creative thinking, book review\" href=\"https:\/\/staging.opexlearning.com\/resources\/book-review-kaizen-and-the-art-of-creative-thinking\/4617\/\">Kaizen and the Art of Creative Thinking<\/a><\/li>\r\n\t<li><a title=\"whaddaya mean i gotta be lean book review\" href=\"https:\/\/staging.opexlearning.com\/resources\/book-review-whaddaya-mean-i-gotta-be-lean\/3813\/\">Whaddaya Mean I Gotta Be Lean<\/a><\/li>\r\n\t<li><a title=\"5s for healthcare book review\" href=\"https:\/\/staging.opexlearning.com\/resources\/book-review-clinical-5s-for-healthcare\/3452\/\">Clinical 5S for Healthcare<\/a><\/li>\r\n\t<li><a title=\"inmates are running the asylum book review\" href=\"https:\/\/staging.opexlearning.com\/resources\/simplify-your-product-design\/290\/\">The Inmates Are Running the Asylum<\/a><\/li>\r\n\t<li><a title=\"33 strategies of war book review\" href=\"https:\/\/staging.opexlearning.com\/resources\/book-review-the-33-strategies-of-war\/220\/\">33 Strategies of War<\/a><\/li>\r\n<\/ul>\r\n<\/td>\r\n<td>\r\n<ul>\r\n\t<li><a title=\"lean manufacturing a plant floor guide, book review\" href=\"https:\/\/staging.opexlearning.com\/resources\/book-review-lean-manufacturing-a-plant-floor-guide\/4864\/\">Lean Manufacturing: A Plant Floor Guide<\/a><\/li>\r\n\t<li><a title=\"book review on best service is no service\" href=\"https:\/\/staging.opexlearning.com\/resources\/book-review-the-best-service-is-no-service\/4347\/\">Best Service is No Service<\/a><\/li>\r\n\t<li><a title=\"lean six sigma logistics book review\" href=\"https:\/\/staging.opexlearning.com\/resources\/book-review-lean-six-sigma-logistics\/4379\/\">Lean Six Sigma Logistics<\/a><\/li>\r\n\t<li><a title=\"implementing six sigma book review\" href=\"https:\/\/staging.opexlearning.com\/resources\/book-review-implementing-six-sigma\/4372\/\">Implementing Six Sigma<\/a><\/li>\r\n\t<li><a title=\"steve blank, four steps to the epiphany book review\" href=\"https:\/\/staging.opexlearning.com\/resources\/the-lean-startup-and-customer-development\/3428\/\">Four Steps to the Epiphany<\/a><\/li>\r\n\t<li><a title=\"five dysfunctions of a team, excellent book review\" href=\"https:\/\/staging.opexlearning.com\/resources\/chime-in-comes-before-buy-in\/389\/\">5 Dysfunctions of a Team<\/a><\/li>\r\n\t<li><a title=\"venture capital and private equity, book review\" href=\"https:\/\/staging.opexlearning.com\/resources\/book-review-11252006\/261\/\">Venture Capital and Private Equity<\/a><\/li>\r\n\t<li><a title=\"book review of implementing lean software development\" href=\"https:\/\/staging.opexlearning.com\/resources\/12-questions-with-mary-poppendieck\/183\/\">Implementing Lean Software Development<\/a><\/li>\r\n<\/ul>\r\n<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<\/div>\r\n&nbsp;\n<p><a title=\"steve blank, the lean startup, customer development\" href=\"http:\/\/steveblank.com\/\">Steve Blank<\/a> argues that there are many methodologies for software development, product development, process improvement, but no formal methodology &#8211; a tried a true method &#8211; for starting a company or getting a new product to market. As a response to this, he developed Customer Development.<\/p>\n<h2>What is Customer Development<\/h2>\n<p>Most startups follow the &#8220;if we build it, they will come&#8221; worldview. Customer Development takes a different approach. Through frequent iterations and actual interaction with potential or prospective customers, they play a hand in helping the startup develop the product.<\/p>\n<p>This requires the founders to get out of the office and to practice a principle in Lean Thinking called <a title=\"genchi genbutsu, go and see, customer development, lean thinking\" href=\"https:\/\/staging.opexlearning.com\/resources\/genchi-genbutsu-go-and-see-part-1\/2896\/\">Genchi Genbutsu<\/a>, or &#8220;go and see&#8221;.<\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/www.amazon.com\/gp\/product\/0976470705?ie=UTF8&#038;ref_=sr_1_1&#038;s=books&#038;qid=1282015020&#038;sr=1-1&#038;linkCode=shr&#038;camp=213733&#038;creative=393177&#038;tag=sixsigma09-20\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-3714 aligncenter\" title=\"four-steps-to-epiphany\" src=\"https:\/\/staging.opexlearning.com\/resources\/wp-content\/uploads\/2010\/08\/four-steps-to-epiphany.jpg\" alt=\"\" width=\"490\" height=\"248\" srcset=\"https:\/\/staging.opexlearning.com\/resources\/wp-content\/uploads\/2010\/08\/four-steps-to-epiphany.jpg 490w, https:\/\/staging.opexlearning.com\/resources\/wp-content\/uploads\/2010\/08\/four-steps-to-epiphany-300x151.jpg 300w\" sizes=\"(max-width: 490px) 100vw, 490px\" \/><\/a><\/p>\n<p>Customer Development has 4 key points:<\/p>\n<ol>\n<li>Get Out of the Building (Genchi Genbutsu): He believes that only opinions exist in the building; the facts are outside the building, in speaking with prospective customers. He claims that startups rarely fail because of technology, but they fail because <a title=\"waste of overproduction, toyota 7 wastes\" href=\"https:\/\/staging.opexlearning.com\/resources\/the-seven-wastes-of-software-engineering\/2190\/\">companies often build what people don&#8217;t want<\/a> &#8211; this is one of the Toyota 7 Wastes &#8211; Overproduction.<\/li>\n<li>Market Types: Steve Blank argues that there are 3 discrete types that a startup faces: (a) creating a new market, (b) bringing a new product to an existing market, and (c) resegmenting an existing market.<\/li>\n<li>Product Market Fit: To achieve Product Market Fit, one first has to build a Minimum Viable Product &#8211; or the minimum feature set, then launch with real users, test, and learn. A startup will know if they&#8217;ve found a customer base willing to pay for their product when they can ask their customers the following question: &#8220;if we shut down our product today, would you care?&#8221; If the answer to that question is a resounding &#8220;YES&#8221;, then Product Market Fit has likely been achieved.<\/li>\n<li>Phases of Company Growth: Steve Blank explains the phases of company growth from startup to maturity as (a) Customer Discovery, (b) Customer Validation, (c) Customer Creation, and (d) Company Growth.<\/li>\n<\/ol>\n<h2>The Lean Startup<\/h2>\n<p>The Lean Startup, as the name implies, takes many of its principles from Lean Thinking or The Toyota Production System. One of its pillars is also Customer Development, as described above. It&#8217;s main standard bearer is <a title=\"eric reis, the lean startup\" href=\"http:\/\/www.startuplessonslearned.com\/\">Eric Ries<\/a>.<\/p>\n<p>One of the key tenets or worldview that The Lean Startup follows comes from <a title=\"hoshin kanri, the lean startup, customer development, lean thinking\" href=\"https:\/\/staging.opexlearning.com\/resources\/shining-metal-pointing-direction\/1555\/\">Hoshin Kanri<\/a>. Specifically,<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3441\" title=\"shmula-hoshin-kanri-customer-development\" src=\"https:\/\/staging.opexlearning.com\/resources\/wp-content\/uploads\/2010\/08\/shmula-hoshin-kanri-customer-development.jpg\" alt=\"\" width=\"490\" height=\"248\" srcset=\"https:\/\/staging.opexlearning.com\/resources\/wp-content\/uploads\/2010\/08\/shmula-hoshin-kanri-customer-development.jpg 1000w, https:\/\/staging.opexlearning.com\/resources\/wp-content\/uploads\/2010\/08\/shmula-hoshin-kanri-customer-development-600x304.jpg 600w, https:\/\/staging.opexlearning.com\/resources\/wp-content\/uploads\/2010\/08\/shmula-hoshin-kanri-customer-development-300x152.jpg 300w\" sizes=\"(max-width: 490px) 100vw, 490px\" \/><\/p>\n<p>In other words, there is a big emphasis on learning, adjusting, and experimentation. If this sounds familiar to you, it is: it&#8217;s called Plan-Do-Check-Act for long-time Lean practitioners. And, there&#8217;s a big emphasis on <em>how <\/em>things are done, not just <em>what <\/em>and not just the results.<\/p>\n<p><a href=\"https:\/\/www.amazon.com\/gp\/product\/0976470748?ie=UTF8&#038;ref_=sr_1_1&#038;s=books&#038;qid=1282017334&#038;sr=1-1&#038;linkCode=shr&#038;camp=213733&#038;creative=393177&#038;tag=sixsigma09-20\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3717\" title=\"not-all-who-wander-are-lost-blank\" src=\"https:\/\/staging.opexlearning.com\/resources\/wp-content\/uploads\/2010\/08\/not-all-who-wander-are-lost-blank.jpg\" alt=\"\" width=\"485\" height=\"228\" srcset=\"https:\/\/staging.opexlearning.com\/resources\/wp-content\/uploads\/2010\/08\/not-all-who-wander-are-lost-blank.jpg 485w, https:\/\/staging.opexlearning.com\/resources\/wp-content\/uploads\/2010\/08\/not-all-who-wander-are-lost-blank-300x141.jpg 300w\" sizes=\"(max-width: 485px) 100vw, 485px\" \/><\/a><\/p>\n<p>One key element that supports the Lean Startup approach is the application of the <a title=\"5 whys, five whys, the lean startup\" href=\"https:\/\/staging.opexlearning.com\/resources\/5-whys-for-entrepreneurs\/2080\/\">5 whys<\/a>.<\/p>\n<h2>Conclusion<\/h2>\n<p>If you&#8217;re a founder of a company, or someone wishing to bring a product to market, go read Steve Blank&#8217;s book.<\/p>\n<p><object width=\"520\" height=\"415\" classid=\"clsid:d27cdb6e-ae6d-11cf-96b8-444553540000\" codebase=\"http:\/\/download.macromedia.com\/pub\/shockwave\/cabs\/flash\/swflash.cab#version=6,0,40,0\"><param name=\"allowFullScreen\" value=\"true\" \/><param name=\"allowscriptaccess\" value=\"always\" \/><param name=\"src\" value=\"http:\/\/www.youtube.com\/v\/zGXAVw3vF9A?fs=1&amp;hl=en_US&amp;rel=0\" \/><param name=\"allowfullscreen\" value=\"true\" \/><embed type=\"application\/x-shockwave-flash\" width=\"520\" height=\"415\" src=\"http:\/\/www.youtube.com\/v\/zGXAVw3vF9A?fs=1&amp;hl=en_US&amp;rel=0\" allowscriptaccess=\"always\" allowfullscreen=\"allowfullscreen\" \/><\/object><\/p>\n<!--CusAds0-->\n<div style=\"font-size: 0px; height: 0px; line-height: 0px; margin: 0; padding: 0; clear: both;\"><\/div>","protected":false},"excerpt":{"rendered":"<p>Steve Blank, the author of &#8220;The Four Steps to the Epiphany&#8220;, explains how to effectively bring a product to market. In doing so, he applies many principles of Lean Thinking, sparking a very popular movement in the entrepreneurship and the startup world: The Lean Startup. Steve Blank argues that there are many methodologies for software [&hellip;]<\/p>\n","protected":false},"author":12327,"featured_media":3714,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[382,2513,697],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Four Steps to the Epiphany Book Review by Steve Blank<\/title>\n<meta name=\"description\" content=\"Four Steps to the Epiphany is a book by Steve Blank. Great book to help entrepreneurs and startups.\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Four Steps to the Epiphany Book Review by Steve Blank\" \/>\n<meta property=\"og:description\" content=\"Four Steps to the Epiphany is a book by Steve Blank. 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