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
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Phase 2 Position
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3
2
4
1
4 Company Building
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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
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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
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2
3
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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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