We should really have a customer development tag, “custdev”.
The one question I have about the data presented is - what types of companies are these? Are these pre-revenue, post-revenue, pre-product market fit, post-product market fit, profitable/unprofitable, etc.? Customer development was really intended to help startups find product market fit. Once you’ve hit that, you tend to go for scale. Once you’re doing that, the numbers tend to speak for themselves. I think the “appalling” aspect of this might not be so “appalling” based on the types of companies profiled.
Every time I am linked to a Price Intelligently article, I am reminded on how much gold mine content there is in there.