Getting the most out of "Getting out of the Building"

A key tenet of Steve Blank's Customer Development approach is to engage with customers. It's a concept we fully embrace as part of teaching NUvention Web at Northwestern. In student teams, fledgling startups, and mature companies, it's too easy for teams to become stuck in the echo chamber of their own thoughts and biases. But how do you engage with customers effectively? How is this engagement different at different points in the product development and introduction journey? And who on the team...