Chapter 06 Incubate Phase II:

Product, Service, Solution

What Should We Build? Can We Build It?

The magic moment in any Incubate phase is not Pitch Day.

It is that moment when your team figures out how to move from pain to an exciting product, service, or solution.

That magic moment—when we graduate from storyboards and a singular focus on interviewing customers and move to the Product phase to begin testing real products or services—usually starts around Week 6 of the twelve-week Incubate process.

As we shared in an earlier chapter, while everyone is doing customer development work during the first phase, during the Product phase, the team ...

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