What I Learned from the Pipeline Entrepreneurs
In Disciplined Entrepreneurship, I emphasize the need to rigorously test your assumptions, and I devote four steps (Steps 20-23) to doing so in a systematic way.
I do the same thing when I work on the book’s 24-step framework. One of my assumptions is that the framework is beneficial to experienced entrepreneurs, not just beginners. I frequently test that assumption when I speak with groups around the world, and most recently I did so against a formidable group, the Pipeline Entrepreneurs.
When I teach people how to create a Persona – a real individual whose priorities will focus their fledgling startup’s product marketing (see Step 5 of the 24 Steps) – they are often afraid that the only source of such information is spending hours with the Persona asking detailed, probing questions. Talking with your Persona is, of course, the point of the exercise. But as one of my students at my recent Montreal workshop noted, there are some shortcuts that can help you get a more well-rounded picture of the Persona before talking directly with them.