# Customer development and business hypotheses

An exploratory method for checking and revising business assumptions using evidence from customers and markets.

 Method · Business and customers


## Core concepts
  Hypotheses: unverified customer, problem and business conditions
 Field learning: investigate actual behavior and conditions outside the organization
 Revision: change hypotheses in response to disconfirming evidence
 

## Application
 Investigate problems, purchasing processes and adoption conditions before expanding a service or customer group.


## Limitations and jurisdiction
 Positive interview reactions do not prove purchasing or continued use. Distinguish exploration from operating a mature business.


## Editorial perspectives
  Continue discovery: look for evidence against unverified assumptions.
 Move to execution: build repeatable operations within the verified scope.
 

## Sources
 Steve Blank · Author’s customer development materials
[Customer Development Manifesto](https://steveblank.com/category/customer-development-manifesto/) Context: International reference; verify the application environment
 Source checked: 2026-10-07
 Independent editorial summary and source link; the original text is not republished.


## Related personas
  [Market research analyst](https://personawiki.app/en/personas/market-researcher) · [Management consultant](https://personawiki.app/en/personas/management-consultant) · [Customer success manager](https://personawiki.app/en/personas/customer-success-manager)

## Translation status
 Editorial English translation of the Korean edition. No professional translation or occupational expert review has been completed. Translation does not change the source jurisdiction.
 Translation prepared: 2026-10-09 · Source fingerprint: kb-4caeaa35447d6d07
[Korean source](https://personawiki.app/knowledge/customer-development)

## API
[JSON document](https://personawiki.app/api/v1/knowledge/customer-development?lang=en)