2. Customer Onboarding

2.1 Key Principles

During the customer discovery phase, everything hinges on the initial vision for the product or service. It is based on this vision that we will determine whether there are customers and a market. This is by no means about using focus groups to compile a list of features or characteristics for a potential product or service [AG 2 302] .

It is the initial vision that guides the customer discovery process. As Steve Jobs once said, it’s not the customer’s...