This is new material that was not covered in Disciplined Entrepreneurship.
A Window of Opportunity is a time period in which your target customer (end user, economic buyer, and/or champion) will be particularly open to considering your offering. A Trigger is a specific action you take within that Window of Opportunity to create an urgency and/or strong incentive for the customer to act.
The Process to Acquire a Paying Customer is the foundation of your sales process, but you must understand that your customers are not equally predisposed to buying your product regardless of when you start the sales process. Knowing when your customer is most open to the elements of the acquisition process is an important consideration in effectively and efficiently executing your sales funnel to a successful conclusion.
One of the biggest challenges for any company, especially a startup, is initial customer adoption of their product, which is why you need to spend so much time dissecting that process and improving it. Getting the 1,001st customer after having 1,000 customers may not be easy, but I can assure you that it is almost always much ...