Outline	=	{Sec}
Ti	=	4 Steps to Epiphany
1.0.sec	=	Customer discovery
1.1.0.sec	=	Phase 1: state your hypotheses
1.1.1.0.sec	=	Product
1.1.1.1.sec	=	{Product.Features}
1.1.1.2.sec	=	{Product.Benefits}
1.1.1.3.sec	=	{Product.IP}
1.1.1.4.sec	=	{Product.Dependencies}
1.1.1.5.sec	=	{Product.Schedule}
1.1.1.6.sec	=	{Product.TCO}
1.1.1.	=	[G/Z/ol-i/s6]
Product.	=	[/S/OurPlan/Sec/Product_v0.md]
1.1.2.0.sec	=	Customer
1.1.2.1.sec	=	{Customer.Type}
1.1.2.2.sec	=	{Customer.Problem}
1.1.2.3.sec	=	{Customer.DayInTheLife}
1.1.2.4.sec	=	{Customer.Organization}
1.1.2.5.sec	=	{Customer.ROI}
1.1.2.6.sec	=	{Customer.MVP}
1.1.2.	=	[G/Z/ol-i/s6]
Customer.	=	[S/OurPlan/Sec/Customer_v0.md]
1.1.3.sec	=	{Channel}
1.1.4.0.sec	=	Demand Creation
1.1.4.1.sec	=	{Demand.Creation}
1.1.4.2.sec	=	{Demand.Influencers}
1.1.4.	=	[G/Z/ol-i/s2]
1.1.5.sec	=	Market Type
1.1.6.sec	=	Competition
1.1.	=	[G/Z/ol-a/s6]
1.2.0.sec	=	Phase 2: test and qualify your hypotheses
1.2.1.sec	=	First customers contacts
1.2.2.sec	=	Problem presentation
1.2.3.sec	=	In-depth customer understanding
1.2.4.sec	=	Market knowledge
1.2.	=	[G/Z/ol-a/s4]
1.3.0.sec	=	Phase 3: test and qualify the product concept
1.3.1.sec	=	First reality check
1.3.2.sec	=	Product presentation
1.3.3.sec	=	Yet more customer visits
1.3.4.sec	=	Second company reality check
1.3.5.sec	=	First advisory board members
1.3.	=	[G/Z/ol-a/s5]
1.4.0.sec	=	Phase 4: verify
1.4.1.sec	=	Verify the problem
1.4.2.sec	=	Verify the product solution
1.4.3.sec	=	Verify the business model
1.4.4.sec	=	Assess whether to iterate or exit
1.4.	=	[G/Z/ol-a/s4]
1.	=	[G/Z/ol/s4]
2.sec	=	Customer Validation
2.1.0.sec	=	Phase 1: get ready to sell
2.1.1.sec	=	Articulate a value proposition
2.1.2.sec	=	Prepare sales material and a preliminary collateral plan
2.1.3.sec	=	Develop a preliminary distribution channel plan
2.1.4.sec	=	Develop a preliminary sales roadmap
2.1.5.sec	=	Hire a sales closer
2.1.6.sec	=	Align your executives
2.1.7.sec	=	Formalize your advisory board
2.1.	=	[G/Z/ol-a/s7]
2.2.0.sec	=	Phase 2: sell to visionary customers
2.2.1.sec	=	Contact visionary customers
2.2.2.sec	=	Refine and validate sales roadmap
2.2.3.sec	=	Refine and validate the distribution channel
2.2.	=	[G/Z/ol-a/s3]
2.3.0.sec	=	Phase 3: develop positioning for the company and its products
2.3.1.sec	=	Develop product positioning based on market type
2.3.2.sec	=	Develop Company positioning
2.3.3.sec	=	Make presentations to analysts and industry influencers
2.3.	=	[G/Z/ol-a/s3]
2.4.0.sec	=	Phase 4: verify
2.4.1.sec	=	Verify the product solution
2.4.2.sec	=	Verify the sales roadmap
2.4.3.sec	=	Verify the channel plan
2.4.4.sec	=	Verify the business model
2.4.5.sec	=	Iterate, return or exit
2.4.	=	[G/Z/ol-a/s5]
3.0.sec	=	Customer creation
3.1.0.sec	=	Phase 1: get ready to launch
3.1.1.sec	=	Construct a market-type questionnaire
3.1.2.sec	=	Choose a market type
3.1.3.sec	=	Agree on the company first year customer creation and sales objectives
3.1.	=	[G/Z/ol-a/s3]
3.2.0.sec	=	Phase 2: position the company and product
3.2.1.sec	=	Select a PR agency
3.2.2.sec	=	Conduct internal and external positioning audits
3.2.3.sec	=	Match positioning to market type
3.2.	=	[G/Z/ol-a/s3]
3.3.0.sec	=	Phase 3: launch the company and product
3.3.1.sec	=	Select a launch by market type
3.3.2.sec	=	Select the customer audiences
3.3.3.sec	=	Select the messengers
3.3.4.sec	=	Craft the message
3.3.5.sec	=	Understand the message context
3.3.6.sec	=	Understand the media for the message
3.3.7.sec	=	Measure success
3.3.	=	[G/Z/ol-a/s7]
3.4.0.sec	=	Phase 4: create demand
3.4.1.sec	=	Select a demand creation strategy matching the company first year objectives
3.4.2.sec	=	Agree on demand creation measurements
3.4.3.sec	=	Iterate, return or exit
3.4.	=	[G/Z/ol-a/s3]
3.	=	[G/Z/ol/s4]
4.0.sec	=	Company building
4.1.0.sec	=	Phase 1: reach mainstream customers
4.1.1.sec	=	Transitioning from Earlyvangelists to Mainstream Customers
4.1.2.sec	=	Managing sales growth by market-type
4.1.	=	[G/Z/ol-a/s2]
4.2.0.sec	=	Phase 2: review management and build a mission-centric organisation
4.2.1.sec	=	Review management
4.2.2.sec	=	Develop a mission-centric organization and culture
4.2.	=	[G/Z/ol-a/s2]
4.3.0.sec	=	Phase 3: Transition the Customer Development team into Functional departments
4.3.1.sec	=	Set Department mission statements
4.3.2.sec	=	Set Department roles by market-type
4.3.	=	[G/Z/ol-a/s2]
4.4.0.sec	=	Phase 4: build fast-response departments
4.4.1.0.sec	=	Implement mission-centric management
4.4.1.1.sec	=	Mission intention
4.4.1.2.sec	=	Employee initiative
4.4.1.3.sec	=	Mutual trust and communication
4.4.1.4.sec	=	Good enough decision-making
4.4.1.5.sec	=	Mission synchronization
4.4.1.	=	[G/Z/ol-i/s5]
4.4.2.sec	=	Create a culture for information gathering and dissemination
4.4.3.sec	=	Build a leadership culture
4.4.4.sec	=	Iterate and grow
4.4.	=	[G/Z/ol-a/s4]
4.	=	[G/Z/ol/s4]
	=	[G/Z/ol/s4]