Introduction to Customer Development Interviewing

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A quick introduction to doing early interviews for customer development. Given at Lean Startup Machine London, July 2013

A quick introduction to doing early interviews for customer development. Given at Lean Startup Machine London, July 2013

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  • 1. Customer Development Lean Startup Machine, July 27 2013 Adrian Howard (@adrianh) quietstars.com
  • 2. Hello!
  • 3. “A startup is a temporary organization designed to search for a repeatable and scalable business model.” - Steve Blank
  • 4. “A startup is a temporary organization designed to search for a repeatable and scalable business model.” - Steve Blank
  • 5. “Of all the lessons of Customer Development, the importance of getting out of the building and into conversations with your customers is the most critical.” - Steve Blank
  • 6. Why do we do interviews?
  • 7. Learn from customers
  • 8. Test our assumptions
  • 9. Interviews ≠ Quiz
  • 10. Interviews ≠ Survey
  • 11. Interviews ≠ Script
  • 12. Interviews cannot be automated
  • 13. Rapport & Empathy
  • 14. Finding customers
  • 15. Hassling people on the street
  • 16. Tip: Bribes
  • 17. Coffee shops / Pubs / Bars / etc.
  • 18. Tip: Don't look scary
  • 19. Go where your customers are
  • 20. Tip: Go with somebody
  • 21. Test your channels to market
  • 22. Third parties: - Sales - Marketing - Customer Support - Recruiters - Online
  • 23. So… you've got yourself a customer
  • 24. SHUT THE F**K UP
  • 25. “You can observe a lot just by watching.” - Yogi Berra
  • 26. STALK before you TALK before you SELL
  • 27. Tip: Remember the person.
  • 28. Can you tell me a little bit about yourself?
  • 29. Tip: Reflect back what the speaker said.
  • 30. Can you tell me more about X?
  • 31. “Every clarification breeds new questions.” - Arthur Bloch
  • 32. Tip: Remember to use silence and body language.
  • 33. “The opposite of talking isn't listening. The opposite of talking is waiting.” - Fran Lebowitz
  • 34. Tip: Ask open questions.
  • 35. What was the last book you read?
  • 36. Can you tell me about the kind of books you read?
  • 37. Tip: Ask for stories.
  • 38. Can you tell me about the last time...
  • 39. Tip: No leading questions.
  • 40. Do you want to use this at work?
  • 41. Where do you use this?
  • 42. Tip: Interview in pairs
  • 43. Tip: Observations vs insights
  • 44. Tips: - Stalk > Talk > Sell - Remember the person. - Use silence & body language - Reflect back. - Ask open questions. - Ask for stories. - No leading questions. - Interview in pairs. - Observations vs Insights.
  • 45. Practice makes perfect
  • 46. @adrianh quietstars.com slideshare.net/adrianh adrianh@quietstars.com Thank You