Product Roadmaps Relaunched: How to Set Direction while Embracing Uncertainty

by C. Todd Lombardo

Often what a potential customer thinks is the problem is just a symptom of a much larger problem. Once the problem has been confirmed through direct interaction with your target audience, Steve’s model moves onto Customer Validation, Customer Creation, and Company Building. The Customer Validation step requires you to prove that at least some of your target audience is willing to pay for your solution. The third step, Customer Creation, is about demonstrating your early success will lead to growing demand and a more sustained sales pipeline. Finally, according to Blank, Company Building happens when product and sales are strong enough to justify the expansion of the initial team into a more established company structure with formal departments.