## Customer Development Manifesto >[!quote] The [[Customer Development Manifesto]] by [[Steven Blank]] and [[Bob Dorf]] > 1. There are no facts inside your building, so get outside > 2. Pair customer development with agile development > 3. Failure is an integral part of the search > 4. Make continuous iterations and pivots > 5. No business plan survives first contact with customers, so use a [[Business Model Canvas]] > 6. Design experiments and test to validate your hypothesis > 7. Agree on [[#Market Types|market type]]. It changes everything > 8. Startup metrics differ from those in existing companies > 9. Fast decision-making, cycle time, speed, and tempo > 10. It's all about passion > 11. Startup job titles are very different from a large company's > 12. Preserve all cash until needed. Then spend > 13. Communicate and share learning > 14. Customer development success begins with buy-in ## Market Types Four broad classifications of market types, as they impact a business model approach. Note that these classifications are far from comprehensive or the only/standard way to stratify markets. #### New Market Creating a market where there was none before. Requires an element of educating the customer of the product and its need prior to offering to solve it - you are developing the market itself, as well as your offering within it; early adopters are key. #### Existing Market Entering an established market that has mature customers and mature competitors. Require strong differentiation or market leadership (refer [[Porter's Generic Strategies]]). #### Resegmented Market Creating a niche or specialisation *within* an existing market where deep understanding and tailoring to the niche is critical. #### Clone Market Replicating an existing successful business or solution from one market area (such as geographical region) into a new market area.