The document outlines 4 lessons learned from a company's first version of customer development. The lessons are: 1) Start simply with paper prototypes before building software; 2) Understand your product's most important attribute; 3) Customer development does not require a designer; and 4) It's okay if not everyone likes your idea. The overarching lesson is that the discovery phase should focus on learning from customers and iterating based on feedback, rather than perfect execution.

1. Customer Development
Andy Rachleff
Founder & CEO

2. Those who can’t do, teach.

4. Customers Managers
(Demand) (Supply)

5. Always start with a
measureable customer
hypothesis
(It’s just the scientific method applied to business)

6. Our First Version (The Concierge Model)

7. Lesson #1
Crawl before you walk.
(Pencil & paper can be just as valuable as software)

8. 2

9. 4

10. 1

11. 5

12. Lesson #2
Understand the most important
attribute of your product.
(For us, it’s simplicity)

13. 6

14. 7

15. 8

16. 9

17. 10

18. 11

19. Lesson #3
You don’t need a designer to do
customer development.
(It’s better to have a “UX developer”)

20. 11

21. Lesson #4
Not everyone should
like your idea.
(Don’t be afraid to take risks)

22. Lessons Learned
 Crawl before you walk
 Understand the most important attribute of your product
 You don’t need to be a designer to do customer development
 Not everyone should like your idea

23. The Most Important Lesson
During the discovery phase,
it’s more important to learn and
iterate than to execute.