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Unlike many other startup processes, Customer Development is deep, detailed, and rigorous.

For Customer Development to succeed, everyone on the team - from investor or parent company to engineers, marketers and founders - needs to understand and agree that the Customer Development process is different to its core.

Part of Customer Development is understanding which customers make sense for your business.

Companies cannot really see beyond their current customer base. They explicitly or implicitly do things to protect their current customers. And the last person to want real change is your customer. This is why most new ideas come from small companies that have nothing to lose.

The thing about startups is you can make it, and if it's wrong you can remake it, and you can build a team that you want to have, a product that you want to have. You're utterly focused on your users or your customers and their needs, and trying to figure out how to meet those needs.

Whether by design or circumstance, every startup will eventually get disrupted.

Face-to-face customer feedback refines or validates every component of the startup's business model, not just the product itself.

Our development strategy is based on a deep understanding of our customers. They want high-quality products and good service.

Companies are starting to measure how effective their customer service is and trying to understand what they can do to improve the customer service process.

When you spend time with potential customers, you get to hear about their struggles firsthand. You see their eyes light up with excitement or darken with confusion. You learn things you would never find in a survey, database, or questionnaire. You learn why people buy.