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

Building a Company Step By Step, Ch. 4: Your Customer Hypothesis
Category: Interviews
Author: Jon Eckhardt
Published: October 20, 2021
Updated: February 27, 2022
Views: 47932
Downloads: Full Article PDF


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
View Profile

Cite this Article
DOI: 10.32617/704-61709223e1b17
Eckhardt, Jon. "Building a Company Step By Step, Ch. 4: Your Customer Hypothesis." 20 Oct. 2021. Web 24 Jun. 2024 <>.
Eckhardt, J. (2021, October 20). Building a company step by step, ch. 4: your customer hypothesis. Retrieved June 24, 2024, from