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Introduction to Customer Development Interviewing
 

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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    Introduction to Customer Development Interviewing Introduction to Customer Development Interviewing Presentation Transcript

    • Customer Development Lean Startup Machine, July 27 2013 Adrian Howard (@adrianh) quietstars.com
    • Hello!
    • “A startup is a temporary organization designed to search for a repeatable and scalable business model.” - Steve Blank
    • “A startup is a temporary organization designed to search for a repeatable and scalable business model.” - Steve Blank
    • “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
    • Why do we do interviews?
    • Learn from customers
    • Test our assumptions
    • Interviews ≠ Quiz
    • Interviews ≠ Survey
    • Interviews ≠ Script
    • Interviews cannot be automated
    • Rapport & Empathy
    • Finding customers
    • Hassling people on the street
    • Tip: Bribes
    • Coffee shops / Pubs / Bars / etc.
    • Tip: Don't look scary
    • Go where your customers are
    • Tip: Go with somebody
    • Test your channels to market
    • Third parties: - Sales - Marketing - Customer Support - Recruiters - Online
    • So… you've got yourself a customer
    • SHUT THE F**K UP
    • “You can observe a lot just by watching.” - Yogi Berra
    • STALK before you TALK before you SELL
    • Tip: Remember the person.
    • Can you tell me a little bit about yourself?
    • Tip: Reflect back what the speaker said.
    • Can you tell me more about X?
    • “Every clarification breeds new questions.” - Arthur Bloch
    • Tip: Remember to use silence and body language.
    • “The opposite of talking isn't listening. The opposite of talking is waiting.” - Fran Lebowitz
    • Tip: Ask open questions.
    • What was the last book you read?
    • Can you tell me about the kind of books you read?
    • Tip: Ask for stories.
    • Can you tell me about the last time...
    • Tip: No leading questions.
    • Do you want to use this at work?
    • Where do you use this?
    • Tip: Interview in pairs
    • Tip: Observations vs insights
    • 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.
    • Practice makes perfect
    • @adrianh quietstars.com slideshare.net/adrianh adrianh@quietstars.com Thank You