FYSK#2: Four Steps to the Epiphany

Rameez Kakodker
3 min readApr 16


Frameworks You Should Know is a new series that explores various product management related frameworks. Instead of just telling you the framework (which a Google search can tell you), I’ll be focusing on what makes the framework great and where you should use it.

At the end of the day, your choice of framework to use should depend on your organization and the culture they want to foster. YMMV.

What is this framework?

Have you seen products that appear to be solutions looking for a problem? Or appear so unnecessary that it wouldn’t make sense for them exist in the first place?

Sony still out here launching Walkmans — holding on to nostalgia or looking for a niche market? (link)

That’s where this framework comes into play. The fundamental principle of this framework is to validate hypothesis on what you consider as customer problems, i.e., identify the market and the problem they face. In lieu of product development, the framework demands customer development.

The four steps are:

Four steps to epiphany

Within each step, there is a lot to be achieved before you move to the next one. Collaboration within and outside the organization is needed to succeed at every step.

You can read more about the details here (book summary) or buy the book.

When should you use this framework?

This framework is targeted towards founders. The author (Steve Blank) infers:

The criteria for success is simple: products developed with constant contact with customers win; products that aren’t, lose.

As a PM, you should know this framework as it helps in the following:

  1. Triangulating your organization/product on the four steps. This is a treasure trove for direction that you can champion within your organization. E.g. your product might be fantastic in retention, but without a good sales/marketing channel, you’re bound to fail eventually. Good products sold badly, fail.
  2. Using the tenets from this framework to back-track and see if you…



Rameez Kakodker

100+ Articles on Product, Design & Tech | Top Writer in Design | Simplifying complexities at Majid Al Futtaim |