Title Page 11 The Startup Owner’s Manual Strategy Guide Table of 12 Contents Preface 13 Who Is This Book For? 16 Introduction 20 A Repeatable Path 21 Why a Second Decade? 22 The Four Steps: A New Path 31 Chapter 1: The Path to Disaster: A Startup Is Not a Small 32 Version of a Big Company Chapter 2: The Path to the Epiphany: The Customer 47 Development Model Chapter 3: The Customer Development Manifesto. 60 Chapter 4: An Introduction to Customer Discovery 79 Chapter 5: Introduction to Customer Validation 99 Chapter 6: Customer Validation: The Toughest Question of 111 All: Pivot or Proceed? The Startup Owner’s Manual Strategy Guide Index 146 The Startup Owner’s Manual for Web/Mobile Channel 156 Startups Title Page 156 The Startup Owner’s Manual for Web/Mobile Channel 157 Startups Table of Contents How to Read This Book 159 Getting Started 163 Chapter 1: The Customer Development Manifesto 164 STEP ONE: Customer Discovery 184 Chapter 2: An Introduction to Customer Discovery 186