1CustomerDiscovery

2CustomerValidation

3CustomerCreation

4CompanyBuilding

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.

1

1CustomerDiscovery

Phase 1State Hypothesis

Phase 2Test ProblemHypothesis

Phase 3Test Product

Concept

Phase 4Verify

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.

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.

1CustomerDiscovery

Phase 1State Hypothesis

Phase 2Test ProblemHypothesis

Phase 3Test Product

Concept

Phase 4Verify

2CustomerValidation

Phase 1Get Ready

to Sell

Phase 2Sell to Visionary

Customers

Phase 3Develop

Positioning

Phase 4Verify

2

1CustomerDiscovery

Each phase is represented by a rectangular flow diagram.

Verify theProblem

Phase 4: Verify

Verify theProduct

Verify theBusiness Model

Iterateor Exit

Verify theProblem

Verify theProduct

Verify theBusiness Model

Iterateor Exit

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

3

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

Market TypeQuestionnaire

Phase 1: Get Ready

Choose Market Type

Choose FirstYear Objectives

1 2 3 4

3CustomerCreation

4CompanyBuilding

Phase 1Get Ready

Phase 2Position

Phase 3Launch

Phase 4Create Demand

3CustomerCreation

1

2 3

4 1

2 3

4

4

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.

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

Select DemandCreation Strategy

Phase 3.4: Create Demand

Agree on Demand Creation

MeasurementsIterate or Exit

1 2 3 4

5

Phase 3.4: Create Demand

1 2 3 4

Phase 4.1: Mainstream Customers

1 2 3 4

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.

6

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 ........................

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 .................................................................................................

31

4041435052535758596163646566676871727373737475

7

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

8

Finance

ProductManagement

CorporateMarketing

Sales

Support

IT

IntroductoryMeetings

AccountStrategy

Executives

End Users IT Staff

CIOHigh

Low

Operational Technical

Figure 4.10 Example of a Selling Strategy

Access Assess Needs Strategy Educate andPresent Solution