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Building a Company Step By Step, Ch. 4: Your Customer Hypothesis

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EIX is featuring interviews that explore the principles outlined in Steve Blank and Bob Dorf's book, "The Startup Owners Manual: The Step-by-Step Guide for Building a Great Company." This interview with serial entrepreneur Brian Wiegand focuses on Chapter 4, State Your Business Model Hypothesis. 

Wiegand has co-founded five companies -- one of which he sold to Microsoft -- and is now a co-founder of Spin, a social media app that brings the Tik Tok experience to shopping. In this discussion he talks about whether a founder should be a visionary or a manager of uncertainty, whether to tie product development to the total market or addressable market, whether a bottoms-up or top-down approach to defining the market works best, and how a minimum viable product helps new companies focus resources and marketing.





Jon Eckhardt
Jon Eckhardt
Richard M. Schulze Family Foundation Distinguished Professor / Wisconsin School of Business & Wisconsin Institute for Discovery / University of Wisconsin-Madison
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Cite this Article

DOI: 10.32617/704-61709223e1b17
Eckhardt, J. (2021, October 20). Building a company step by step, ch. 4: your customer hypothesis. Entrepreneur & Innovation Exchange. Retrieved July 13, 2024, from
Eckhardt, Jon. "Building a Company Step By Step, Ch. 4: Your Customer Hypothesis" Entrepreneur & Innovation Exchange. 20 Oct. 2021. Web 13 Jul. 2024 <>.