- The 4 States – stripping things away, co-creating with the customer, finding what seems off and helping your customer
- The 3 Goals – Get product built quickly, with limited financial risk, get results for first users
- The 8 Distinctions – align product with customer’s desire, prototype product vision, get validation, find experts to create the vision, test concept for results, structure deal for limited financial risk, create communication loops with experts, determine if product meets your goals
- The 4 Killers – customer doesn’t do activity outside the product, product requires change in behaviour, burden to use the product is high, product doesn’t deliver end result clearly
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