Lean Customer Development

Alvarez wrote a practical guide to customer development for people inside established companies rather than for founders, which is the gap the original literature left. She covers how to write down the assumption being tested, how to find people to talk to when there is no product yet, what to ask so the answer describes behaviour and not opinion, and how to tell a signal from politeness. There are scripts, sample emails and a chapter on the organisational obstacles that stop this work, such as legal review and account managers who guard their customers. Shorter and more directly usable than most books on the subject.