Steven Blanks 4 Steps to the

Epiphany
Product Development Process
Concept/
Seed
Alpha/
Beta Tests
Launch &
Ramp-up
Develop-
ment
Overview
3 Market Types: Existing market; Re-segmented market;
& New market
Customer
Discovery
Customer
Validation
Customer
Creation
Company
Building
Customer Discovery
State hypotheses
Test hypotheses
Test product concept
Verify
Iterate, if needed
Customer Validation
Get Ready to Sell
Sell to EarlyVangelists
Develop Positioning
Verify
Iterate, if needed
Customer Creation Process
Get ready to launch
Position the product and company
Launch product and company
Create demand
Year One Objectives
Existing market: gain market share
New market: get idea of the market accepted
Re-segmented market: educate and get
share
Positioning
Launch the company and product
Demand creation

Four building blocks of Customer
Creation
Company Building
Build a mainstream customer base
Build the organization, management,
culture to support scale
Create fast-response departments to
foster learning and discovery