MDMV was developed during my work with deep-tech entrepreneurs, when it became clear that most "customer-first" innovation processes are ineffective if you have a product but no customer yet. MDMV turns this around: find your potential target customers, and their business case, in hours instead of months.
Shared post from Cognel:
⏱️ What if the fastest way to find the right customer… is to search less?
When founders are trying to identify their first B2B customer, the instinct is often:
🔎 More market research.
🔎 More Google searches.
🔎 More interviews.
🔎 More AI prompts.But more information doesn't necessarily mean more clarity.
Why?
Because choosing a customer is a judgment problem.
There usually isn't one objectively “best” customer waiting to be discovered.
There are multiple plausible options, each with different needs, opportunities, risks and trade-offs.
And if you haven't structured the decision first, you can spend weeks researching without knowing whether you're looking at the right things.💡 That's where Cognel's MDMV guide changes the process.
Instead of starting with endless searching, MDMV helps you:
→ Explore plausible customer options
→ Structure what you know about each one
→ Identify what actually matters for the decision
→ Compare alternatives systematically
→ Focus further research where uncertainty still mattersThe result?
Less searching for the sake of searching. More targeted learning toward a decision.
Because when the reasoning is structured correctly, you can get much clearer about what you actually need to find out. 🎯That's the difference between asking AI for the best customer and using AI to help you exercise judgment between several possible customers.
Your judgment. Better structured.
#Cognel #CustomerDiscovery #Startups #DecisionMaking #MarketValidation #AI