Rocking The Interview

Must Have CustDev Expertise: Advanced Interview Skills

Jonathan Irwin

Mike Long

Managing Directo...
is 88 people.
54 engineers.
16 designers (like Mike).
5 product people (like me).
and some overhead.
We advise.
And we bui...
What do you mean
you didn’t talk to the
customer?!

Wednesday, December 11, 13
Who is my customer?

Wednesday, December 11, 13
Sketch Personas
helps you focus on ta
lking
to the right people

s
to change a
are e asy
pt
le arn & ada
you

Wednesday, D...
Coffee shops
Lurking: on the street, in a location, online...
@MeetUps
any where.
m
just f ind the

Where do I find them?
...
What am I trying to learn?
Is there a need or opportunity?
Is this a problem worth solving?
Do people value my solution?
I...
How do I do it?

Wednesday, December 11, 13
Interview Skills & Rules. We take it to 11
1. A focus group is not an interview - one customer at a time.
2. Prepare your ...
Got it?

Wednesday, December 11, 13
Wednesday, December 11, 13
A Problem We Observed

There are a sh!t ton of people @leanstartup this year. I wish there
was a better way to connect wit...
Who is my customer?

Wednesday, December 11, 13
Who is my customer? Sketch a persona
Name & Sketch

Problems

Wednesday, December 11, 13

Behaviors

Goals
Let’s share.

Wednesday, December 11, 13
What am I trying to learn?

Wednesday, December 11, 13
Is the problem worth solving? Make a problem interview.
Common Problems
This is a problem statement
(Priority [ ] | Pain: ...
Is the problem worth solving? Run a problem interview.

“Hey, I’m [name], and I’m working on a project to help conference
...
Is the problem worth solving? Analyze a problem interview.
Do the problems really exist?
Are the problems commonly experie...
The problem is worth solving!
e.
this is the moment to reflect and analyz

Wednesday, December 11, 13
What do customers really need?

Expressed Need

Wednesday, December 11, 13

Implied Need

Latent Need
What am I trying to learn?

Wednesday, December 11, 13
Do customers value my solution? Write out your value prop.
My product is a better way to
--With my product, you can
and
an...
Do customers value my solution? Make a solution interview.
Solution

ing
n you’re te st or
the solutio e, ske tch,
s
uld b...
Is the problem worth solving? Run a solution interview.

“Hey, I’m [name], and I’m working on a project to help conference...
Kill, pivot, or persevere?

Wednesday, December 11, 13
What We Covered
•

•

•

•

11 skills & rules for interviewing customers.
Sketching personas for customer empathy.
Problem...
Now you’re dangerous.

Wednesday, December 11, 13
More Reading:
http://en.wikipedia.org/wiki/Empathic_design
http://practicetrumpstheory.com/2011/08/customer-development-ge...
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Rock The Interview: Advanced Customer Development Skills

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How to make sketch personas, problem interviews, and solution interviews. And when to use them to understand your market, find a problem worth solving, and a solution your customers will adopt & pay for.

Published in: Business, Technology

Rock The Interview: Advanced Customer Development Skills

  1. 1. Rocking The Interview Must Have CustDev Expertise: Advanced Interview Skills Jonathan Irwin Mike Long Managing Director Neo San Francisco Lead Product Designer Neo San Francisco jonathan.irwin@neo.com @jonathanirwin mike.long@neo.com @mblongii Wednesday, December 11, 13
  2. 2. is 88 people. 54 engineers. 16 designers (like Mike). 5 product people (like me). and some overhead. We advise. And we build products. Wednesday, December 11, 13
  3. 3. What do you mean you didn’t talk to the customer?! Wednesday, December 11, 13
  4. 4. Who is my customer? Wednesday, December 11, 13
  5. 5. Sketch Personas helps you focus on ta lking to the right people s to change a are e asy pt le arn & ada you Wednesday, December 11, 13 cre ate s a focus on solv ing re al problem s
  6. 6. Coffee shops Lurking: on the street, in a location, online... @MeetUps any where. m just f ind the Where do I find them? Craigslist: Jobs/Etc. Existing Customers 1st Degree Networks LinkedIn Mining Brainstorm with your team... Wednesday, December 11, 13
  7. 7. What am I trying to learn? Is there a need or opportunity? Is this a problem worth solving? Do people value my solution? Is my solution usable? Wednesday, December 11, 13
  8. 8. How do I do it? Wednesday, December 11, 13
  9. 9. Interview Skills & Rules. We take it to 11 1. A focus group is not an interview - one customer at a time. 2. Prepare your goals, questions, & tactics ahead. Avoid monologuing. 3. No pitching. 4. No ice cream questions. 5. Disarm politeness training. 6. Get psyched to hear things you don’t want to hear. 7. Say it back. Repeat. 8. You need to talk to at least 6 customers before trends emerge. 9. You want qualitative data (stories), not quantitative data (numbers). 10. Ask about past behavior (actual) vs. future predictions (ideal). 11. Interview results aren’t proof, they’re a signal. Wednesday, December 11, 13
  10. 10. Got it? Wednesday, December 11, 13
  11. 11. Wednesday, December 11, 13
  12. 12. A Problem We Observed There are a sh!t ton of people @leanstartup this year. I wish there was a better way to connect with other people like me, with the types of problems I have, so we could share stories and advice. --Or, experiment with any problem you’ve observed @leanstartup. Wednesday, December 11, 13
  13. 13. Who is my customer? Wednesday, December 11, 13
  14. 14. Who is my customer? Sketch a persona Name & Sketch Problems Wednesday, December 11, 13 Behaviors Goals
  15. 15. Let’s share. Wednesday, December 11, 13
  16. 16. What am I trying to learn? Wednesday, December 11, 13
  17. 17. Is the problem worth solving? Make a problem interview. Common Problems This is a problem statement (Priority [ ] | Pain: low, medium, high) | How I solve this today: problems you think the customer has This is another problem statement. (Priority [ ] | Pain: low, medium, high) | How I solve this today: This is a third problem statement. (Priority [ ] | Pain: low, medium, high) | How I solve this today: new problems the customer tells you about This is a blank problem the customer can fill in. (Priority [ ] | Pain: low, medium, high) | How I solve this today: This is a blank problem the customer can fill in. (Priority [ ] | Pain: low, medium, high) | How I solve this today: Name: Email Address: Referrals: Notes: Wednesday, December 11, 13
  18. 18. Is the problem worth solving? Run a problem interview. “Hey, I’m [name], and I’m working on a project to help conference attendees connect and collaborate. Do you wish it was easier to connect and share ideas with other attendees like you? [smile] --Yes? Awesome, here we go / No? Okay, thanks. [smile] Wednesday, December 11, 13
  19. 19. Is the problem worth solving? Analyze a problem interview. Do the problems really exist? Are the problems commonly experienced? Are the problems severe? Are there problems you didn’t anticipate? Is this the right customer? Take an opportunity to refine your persona. Should you Kill / Pivot / Persevere? Wednesday, December 11, 13
  20. 20. The problem is worth solving! e. this is the moment to reflect and analyz Wednesday, December 11, 13
  21. 21. What do customers really need? Expressed Need Wednesday, December 11, 13 Implied Need Latent Need
  22. 22. What am I trying to learn? Wednesday, December 11, 13
  23. 23. Do customers value my solution? Write out your value prop. My product is a better way to --With my product, you can and and and Wednesday, December 11, 13
  24. 24. Do customers value my solution? Make a solution interview. Solution ing n you’re te st or the solutio e, ske tch, s uld be a phra Add f idelit y co pe. per protot y uncertaint y. pa e you decre as as “My product is a better way to connect with conference attendees more like you. With my product, you can: - Make your profile. - Connect with other people like you @ your events. - Create meeting times/places @ the event. - Link peoples LinkedIn profiles. - Ask & respond to questions from other users like you.” What value does this have for you?: A lot! | meh | none Would be interested in trying out an early release?: no | yes Have you paid for products like this in the past: no | yes - How much? Name: Email Address: Referrals: Notes: Wednesday, December 11, 13
  25. 25. Is the problem worth solving? Run a solution interview. “Hey, I’m [name], and I’m working on a project to help conference attendees connect and collaborate. Do you wish it was easier to connect and share ideas with other attendees like you? [smile] --Yes? Awesome, here we go / No? Okay, thanks. [smile] Wednesday, December 11, 13
  26. 26. Kill, pivot, or persevere? Wednesday, December 11, 13
  27. 27. What We Covered • • • • 11 skills & rules for interviewing customers. Sketching personas for customer empathy. Problem interviews to determine a problem worth solving. Solution interviews for finding a solution your customers value. Wednesday, December 11, 13
  28. 28. Now you’re dangerous. Wednesday, December 11, 13
  29. 29. More Reading: http://en.wikipedia.org/wiki/Empathic_design http://practicetrumpstheory.com/2011/08/customer-development-getting-started/ http://leananalyticsbook.com/scoring-problem-interviews/ Join us for a DrinkUp 5:30 tonight 717 Market Street. bit.ly/19AI0yt Jonathan Irwin Mike Long Managing Director Neo San Francisco Lead Product Designer Neo San Francisco jonathan.irwin@neo.com @jonathanirwin mike.long@neo.com @mblongii Wednesday, December 11, 13
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