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Quick iteration with real users is critical to building a valuable consumer product. First, you need to understand if a real market pain exists by talking to real prospects and testing a prototype in realistic market conditions. Good foundational work in early product testing will help inform your MVP, build toward a successful product launch, and set you up for hypergrowth going forward.

This chapter will help you build a product that fills a real need in the marketplace and how to build product for long-term traction.


Andy Johns
Andy Johns
Andy Johns
Andy Johns
Sarah Leary
Sarah Leary


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This chapter will cover

Hypothesis & Personas Exercise

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Kickoff Meeting Template

Project Review Template

Amazon Press Release Template

Product Requirements Template

Customer Research Guide

Tools in this chapter

Everything starts with understanding your audience and building an MVP to match. Start with our guide for honing in on a hypothesis and iterating toward launch: Finding product-market fit.

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