The Entrepreneur's Guide to Customer Development Quotes

“choose one segment with which you establish a “beachhead on the shores” of the early majority. Attempting to scale a business when forced to customize products, tailor marketing activities and execute sales processes for multiple segments is a difficult proposition. While”
― Brant Cooper, The Entrepreneur's Guide to Customer Development: A cheat sheet to The Four Steps to the Epiphany

“It is perhaps worth pointing out what criteria are not required in ordered to be considered lean in Eric Ries’ context: Bootstrapped Consuming unholy amounts of Top Ramen on a daily basis Unpaid workers Build system based on a 386 architecture Open cubicle culture Command-line interface Chairs without casters”
― Brant Cooper, The Entrepreneur's Guide to Customer Development: A cheat sheet to The Four Steps to the Epiphany

“Your differentiator is not your compelling reason to buy, but the benefit the differentiator provides, likely is.”
― Brant Cooper, The Entrepreneur's Guide to Customer Development: A cheat sheet to The Four Steps to the Epiphany

“In Geoffrey Moore’s Crossing the Chasm, product positioning includes the following insights: knowing who your customers are and their needs; the name of your product and its product type or category; what the key benefit of the product is to your customer (the compelling reason to buy); the “state of being” without your product; and how your product differs or “changes the game.” Your”
― Brant Cooper, The Entrepreneur's Guide to Customer Development: A cheat sheet to The Four Steps to the Epiphany

“you must build your business or prove the traction to investors by dominating a specific niche market segment. In the latter case, you are essentially in a “segmented new market” that acts in a similar way to a re-segmented existing market.”
― Brant Cooper, The Entrepreneur's Guide to Customer Development: A cheat sheet to The Four Steps to the Epiphany

“a new product entering an existing market with unique functionality targeted at a specific user class, not only takes market share from incumbents, but expands the size of the market by selling to new customers brought to the market by the new functionality. Either customers will stop using a competitors’ product and use yours because your functionality better matches their needs, or you will acquire new users because existing products never adequately fit their needs.”
― Brant Cooper, The Entrepreneur's Guide to Customer Development: A cheat sheet to The Four Steps to the Epiphany

“Internet marketing, especially social media, is that it may allow you to pick up neighboring segments opportunistically, while you remain dedicated to building value for your core constituency.”
― Brant Cooper, The Entrepreneur's Guide to Customer Development: A cheat sheet to The Four Steps to the Epiphany

“Early Adopters want to help you and (here is the best bit) want you to be successful. Early adopters enjoy opportunities that allow them to be heroes, by solving real problems.”
― Brant Cooper, The Entrepreneur's Guide to Customer Development: A cheat sheet to The Four Steps to the Epiphany