This is bold advice from “If You Build It Will They Come?”  and it flows in parallel with the customer discovery process.  Rob Adams just put some numbers on it.

Understanding your value proposition and market is important.  So important that Adams recommends two full months of effort to nail it down.  Allocating budget means get out of the office and talk to people.  You can’t Google your way through customer discovery.  Go to trade shows.  Talk to industry experts and leaders in your market segments.  You may consider buying a market research study from one of the leading research firms.  They aren’t cheap.

Doing this before you develop the product helps reduce the risk that you make something no one wants to buy.

It’s cheap insurance.

Read “If You Build It, Will They Come?” by Rob Adams

Blogging Gazelle is published daily by Shawn Carson

• Customer Discovery
• Customer Value
• If You Build It
• Market Research