Cindy Alvarez's book How to Create a Product That People Buy complements, expands and details the innovative ideas outlined in the international bestsellers Four Steps to Insight by Steve Blank and Business from Scratch by Eric Ries. What's new about Alvarez's approach is that she's successfully expanding customer development beyond the startup space. The Lean Customer Development method she proposes is applicable to companies of any size, from newly created to established market leaders. After reading Cindy Alvarez's book, you will master the strategy and tools for solving a critical problem of modern business - how to reliably test your hypotheses and enter the market with a product that customers demand.