- The first phase of the NISI approach is to “nail the customer pain,” which involves defining and understanding the customer pain, determining whether it is a market opportunity, and testing hypotheses about a solution to the pain
- The 50% rule states that if 50% of customers return a cold call, the entrepreneur has found a monetizable pain and a potential beachhead for their product
- The second phase of the NISI approach is to “nail the product,” which involves creating a minimum viable product (MVP) and testing it with potential customers
