My point was not that the author is theorizing without connection to reality. My point was I've heard the same thing said in half a sentence that he took dozens of slides to say.
But it's got that nice academic sheen!
1. The founders must sell. They must listen to prospects.
2. They cannot hire a VP of sales until they have learned how to sell the product.
3. The founders should view their business as a guess.
4. They can see if they are correct by selling, which will confirm:
a. Who the customer is (who will pay for the product)
b. How to talk about the product
c. If product has the right features