Disciplined Entrepreneurship, 2nd Edition

STEP 13AWindows of Opportunity and Triggers

In This Step, You Will:

• Determine the optimal times when your customer will be open to acquiring your product.
• Learn how to choose one and best capitalize on that window of opportunity by designing programs to create positive progress.
• Understand the power of habits.

Know your Windows of Opportunity and take advantage of them with well‐designed Triggers—timing is crucial!

Why This Step, and Why Now?

This step builds directly off Step 12, Determine the Customer's Decision‐Making Unit (DMU), and Step 13, Map the Process to Acquire a Paying Customer, but adds a third and necessary dimension such that they can be put into action with the optimal odds of success. Since the original Disciplined Entrepreneurship book was published in 2013, I have refined many things. One very important thing is regarding the effect of timing in the customer acquisition process (Step 13). While you may do an excellent job on Steps 12 and 13, you might well not succeed if you do not understand the timing dimension of this challenge. In fact, you might get false signals that your analysis is wrong and your strategy is not working simply because you are not executing your plan at the right time.

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