The Iterative-Hypothesis customer development method

Founder takeaway

Run customer development as a cycle of explicit hypotheses, customer conversations, and revisions—not as open-ended research. Test separately how customers understand the problem, what they need, and what they are willing to buy.

Why it matters

An iterative process turns scattered customer feedback into better decisions, helping you refine demand before investing heavily in a product or market assumption.

Relevant guides

Put it to work

Write down your riskiest customer hypothesis today, then design five conversations around one question: “What evidence would cause us to keep, revise, or reject this belief?”