I have been helping new business enterprises get started off on the right footing for more than 20 years. In that time I have seen companies achieve incredible results, but the best results are always from around 10% of new business enterprises that have invested real time and energy into understanding their markets and customers. These companies virtually always over achieve.

For the first time, as part of the new Backwards Business programme, I am making the startup playbook and product development strategy that I have been using to help new business enterprises over achieve on their business plans.

Did you know that 90% of new business enterprises start with an inward perspective, going straight to the product development phase, without any deep customer insight. The 10% that over achieve invest significant energy in customer analysis, customer development and customer insight.

This book lays out a set of ideas and processes that have been proven over more than 20 years to help new business enterprises to develop the knowledge they need by engaging their potential customers in a way that is open, inclusive and enables them to achieve exceptional results. The book will take you through customer development, customer analysis and customer insight all of which enable you to strengthen your product development strategy and develop products that your customers will Understand, Value, Buy and be Delighted (UVBD) with – more on UVBD and why it is critical to you in the book.

Think of the book as a startup manual or a startup playbook that helps you get your new business enterprise off to a flying start and in a position to over achieve against your ambitions for your business – so far its helped over 80% of the new business ventures using it to improve their fortunes.