Article · varies
Customer Discovery (Get Out of the Building)
Steve Blank Free Intermediate
Blank's core rule is that there are no facts inside your building, so a disagreement resolved at your desk is not really resolved. His customer discovery method gives you the scientific loop of stating a hypothesis, testing it with real customers, and validating, invalidating, or modifying it. That loop is the machine that turns a stubborn cofounder argument into evidence.
- Treat each side's belief as a hypothesis to test outside the building
- Design an experiment, collect data, then validate or kill the belief
- Founders themselves must run the customer conversations
