The Four Steps to the Epiphany: Successful Strategies for Products that Win

the product doesn't solve a high-value problem,

product, does it save a consumer time or money, or change their prestige or identity?

You cannot learn and discover while you are executing.

A sales roadmap answers the basic questions involved in selling your product: Are we sure we have product/market fit? Who influences a sale? Who recommends a sale? Who is the decision-maker? Who is the economic buyer? Who is the saboteur? Where is the budget for purchasing the type of product you're selling? How many sales calls are needed per sale

One of the major outcomes of Customer Validation is a proven and tested sales roadmap.

While a value proposition seems straightforward, it can be a challenge to execute. It takes serious work to get to a pithy statement that is both understandable and compelling. It's much easier to write (or think) long than to write (or think) short.

If you are creating a new market, or trying to reframe an existing one, you will probably come up with a transformational value proposition. Transformational value propositions deal with how the solution will create a new level or class of activity—i.e. something people could not do before.

One of the first tests of your value proposition should be, is it emotionally compelling?

visionary customers, particularly in corporations, will be buying into your entire vision, not just your first product release. They will need to hear what your company plans to deliver over the next 18 months.