Continuous Innovation Playbooks

Demand Generation Playbook

Establish repeatable sales with a mafia offer.
Mafia offer = An offer your customers cannot refuse.

Due to the high-touch nature of our validation playbooks, this playbook is delivered as part of our 90-Day Startup immersive online workshop.
Learn more about 90-Day Startup

What is Demand Generation?

Demand generation == repeatable customer acquisition == repeatable sales

The Demand Generation Playbook (DGP) outlines a systems approach to driving repeatable awareness and interest to your products and services.

Establishing demand for your product before you build your product is the first step to take when launching a new product.
- or -
If you've already launched a product, demand generation is about establishing repeatability in your sales process - turning unaware visitors into happy customers.

This is exactly how we, at LEANSTACK, have launched all our products over the years -- from best-selling books (Running Lean and Scaling Lean) to popular tools used by millions of people (Lean Canvas, Traction Modeler, Customer Forces Canvas).

This playbook shows you a step by step process for how to do this for your products.

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How this playbook is organized?

This playbook will show you how to systematically uncover problems worth solving, design the right solution, and craft an offer your customers cannot refuse.

Key deliverable:

A mafia offer your customers cannot refuse.

Key Insights You'll Uncover:

Typical completion time:

6-10 weeks.

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Module 1 - Problem Discovery

The first step is understanding your customers needs and wants. You do this through a customer interviewing process and capture your learnings on a Customer Forces Canvas.

Module 2 - Solution Design

Once you’ve gathered sufficient evidence, you then mine your learnings for insights which you use to design or refine a product.

Module 3 - Offer Delivery

Finally, you assemble your problem/solution insights into a mafia offer and test it on customers.

Your story pitch helps you communicate your idea clearly and concisely to others as a business model story so they buy-in.

Love the Problem, Not Your Solution.


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Due to the high-touch nature of our validation playbooks, this playbook is delivered as part of our 90-Day Startup immersive online workshop.

Entrepreneurship is like a martial art. It can only be learned by doing.