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1、TheFourStepstotheEpiphanyTheFourStepstotheEpiphanySuccessfulStrategiesforProductsthatWinStevenG.BlankSecondEditionThirdEditionCopyright©2006StevenG.BlankAllrightsreserved.Nopartofthisbookmaybereproducedinanyformwhatsoeverwithoutpermission,exceptincaseofbriefquotationsembodiedincriticalarti
2、clesorreviews.Published2006PrintedbyLulu.comThirdrevisedprintingAcknowledgmentsInmy25yearsasatechnologyentrepreneurIwasluckytohavethreeextraordinarymentors,eachbrilliantinhisownfield:BenWegbreitwhotaughtmehowtothink,GordonBellwhotaughtmewhattothinkabout,andAllenMichelswhoshowedmehowtoturnt
3、hinkingintodirectandimmediateaction.IwasalsoextremelyfortunatetobeworkinginSiliconValleywhenthreeofitsmostinfluentialmarketingpractitionersandstrategistswereactive.AsaVPofMarketingIwasstronglyinfluencedbythecustomer-centricbooksofBillDavidow,formerVPofMarketingofIntelandfounderofMohr,David
4、owVenturesandconsidermyselffortunatetohavehadhimonmyboardatMIPSComputers.RegisMcKennawasalreadyaPRandmarketinglegendwithhisownfirmwhenIstartedmycareer,buthisthinkingandpracticestillresonatesinmywork.Finally,IstillrememberthehairrisingonthebackofmyneckwhenIfirstreadGeoffMooreandthenotionofa
5、“chasm.”ItwasthefirsttimeIrealizedthattherewererepeatablepatternsofbusinessbehaviorthatcouldexplaintheheretoforeunexplainable.AtU.C.BerkeleyHaasBusinessSchool,JerryEngel,directoroftheLesterCenteronEntrepreneurship,wascourageousenoughtogivemeaforumtotestandteachtheCustomerDevelopmentMethodo
6、logytohundredsofunsuspectingstudents.ProfessorJohnFreemanatHaashasofferedvaluableinsightonthedifferentsalescyclesbyMarketType.Finallymylong-sufferingteachingpartneratHaas,RobMajteles,ensuredthatnotonlydidmystudentsgetmyenthusiasm,butalsogotacoherentsyllabusandtheirpapersgradedandbackontime
7、.AtStanford,TomByers,MarkLeslie,AudreyMacleanandMikeLyonsweregraciousenoughtoinvitemetoteachwiththemintheGraduateSchoolofEngineeringandhonemymethodologyastheyofferedadditionalinsightsonnewproductsellingcycles.Finally,ColumbiaBusinessSchoolallowedmetoinflictthe
