I learnt a lot from the first two “Steps”: Customer Discovery and Customer Validation. There are four different market contexts, with massive implications for your customer discovery and adoption process: i) New product in existing market (without segmenting) ii) New product in new market iii) Segmenting existing market at low end iv) Segmenting existing market in other ways. A word of warning about the writing style: you could miss the wood for the trees due to the sheer verbosity of this book and the seemingly endless parade of bullet points (Five Characteristics of Earlyvangelists, Four Types of Markets, Four Phases of Customer Discovery where each Phase has its own A,B,C,D,E ..etc).