The second most desired outcome is the realization that there is no market, or that the market is insufficient upon which to build the business you desire. The iterative aspect of Customer Development is designed to eliminate the middle ground between these two end points. At each phase gate, you ‘pivot’ – change your assumption(s) – in order to test another path. Ultimately, you either find the path, or realize that the market has spoken and close the business.


(Excerpt from The Entrepreneur's Guide To Customer Development)

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