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The bestselling classic that launched 10,000 startups and new corporate ventures - The Four Steps to the Epiphany is one of the most influential and practical business books of all time.
The Four Steps to the Epiphany launched the Lean Startup approach to new ventures. It was the first book to offer that startups are not smaller versions of large companies and that new ventures are different than existing ones. Startups search for business models while existing companies execute them.

The book offers the practical and proven four-step Customer Development process for search and offers insight into what makes some startups successful and leaves others selling off their furniture.
Rather than blindly execute a plan, The Four Steps helps uncover flaws in product and business plans and correct them before they become costly. Rapid iteration, customer feedback, testing your assumptions are all explained in this book.

Packed with concrete examples of what to do, how to do it and when to do it, the book will leave you with new skills to organize sales, marketing and your business for success.
If your organization is starting a new venture, and you're thinking how to successfully organize sales, marketing and business development you need The Four Steps to the Epiphany.
Essential reading for anyone starting something new.


The Four Steps to the Epiphany was originally published by K&S Ranch Publishing Inc. and is now available from Wiley. The cover, design, and content are the same as the prior release and should not be considered a new or updated product.

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the Four Steps to the Epiphany
Igniting the Lean Startup Movement

WHEN I WROTE The Four Steps to the Epiphany over a decade ago, I had no idea I would be starting the Lean Startup revolution. I was struggling to reconcile the reality of my 21 years of experience as an entrepreneur with then-common advice about how to start a company.

Fast-forward 10 years: My observation that startups are not smaller versions of large companies, that they search for a scalable business model (while existing companies execute a known business model), is a mainstream concept.

Startups of all stripes are using the Customer Development process I laid out in this book and detailed in The Startup Owner's Manual in 2012.

These new ideas have coalesced into what has today become the Lean Startup movement. The core ideas of The Four Steps have spread from startups to large corporations and the Lean Startup methodology has become the standard for commercializing scientific research in the U.S. It's taught in most major universities and in thousands of entrepreneurial programs around the world.

In 2013, the Harvard Business Review cover story on Lean declared it essential not just for startups but for the survival of large corporations. And it all started with this one book. Who would've thought? —Steve

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The Hero''s Journey v


Introduction ix


Chapter 1: The Path to Disaster: The Product Development Model 1


Chapter 2: The Path to Epiphany: The Customer Development Model 23


Chapter 3: Customer Discovery 40


Chapter 4: Customer Validation 104


Chapter 5: Customer Creation 156


Chapter 6: Company Building 206


Bibliography 265


Appendix A: Customer Development Team 280


Appendix B: Customer Development Checklist 288


Acknowledgments 367


About the Author 369