Table of Contents

The Startup Owner’s Manual Strategy Guide 11

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

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