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and again, and bring their friends.

      In Phase 4 you stop and assess the results of the experiments you’ve conducted and verify that you have:

       a full understanding of customers’ problems, passions, or needs

       confirmed the value proposition solves problems, passions or needs

       determined that a sizable volume of customers exists for the product

       learned what customers will pay for the product

       made certain the resulting revenue should deliver a profitable business

      With your product features and business model validated, decide whether you have learned enough to go out and try to sell your product to a few visionary customers, or whether you need to go back to customers to learn some more. If, and only if, you are successful in this step do you proceed to customer validation.

      That’s customer discovery in a nutshell. The remainder of this section details each of the phases just described. (The checklists in Appendix A summarize.)

      Now let’s get started.

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