18. Zoom in!
Find early adopters.
Find specific customers.
Specific value propositions are
more compelling and help you
get early traction.
(Thanks to Alex Osterwalder and Brant Cooper -
this workshop is based on their work.)
19. Take a look at the
customers’ world
Looking at different aspects of
their lives, we’ll examine our own
beliefs about them, who they are
– and if they really exist, how to
frame our value in their context.
23. Drill-down questions
Jobs-to-
be-done What’s the root cause?
Why is this the case? What bigger job, problem or gain does
this fit into?
Obstacles
Goals &
gains
Current
Solution
24. Drill-down questions
Jobs-to-
be-done What’s the root cause?
Why is this the case? What bigger job, problem or gain does
this fit into?
Obstacles Can this be split up into different types?
Goals &
gains
Current
Solution
25. Drill-down questions
Jobs-to-
be-done What’s the root cause?
Why is this the case? What bigger job, problem or gain does
this fit into?
Obstacles Can this be split up into different types?
Are there different types of this job, or different types of this
pain-point?
Goals &
gains
Current
Solution
26. Drill-down questions
Jobs-to-
be-done What’s the root cause?
Why is this the case? What bigger job, problem or gain does
this fit into?
Obstacles Can this be split up into different types?
Are there different types of this job, or different types of this
pain-point?
Goals &
Does this relationship exist every time?
gains
Current
Solution
27. Drill-down questions
Jobs-to-
be-done What’s the root cause?
Why is this the case? What bigger job, problem or gain does
this fit into?
Obstacles Can this be split up into different types?
Are there different types of this job, or different types of this
pain-point?
Goals &
Does this relationship exist every time?
gains eg. Does everyone who chooses this solution have the same
obstacles?
Current
Solution
28. Drill-down questions
Jobs-to-
be-done What’s the root cause?
Why is this the case? What bigger job, problem or gain does
this fit into?
Obstacles Can this be split up into different types?
Are there different types of this job, or different types of this
pain-point?
Goals &
Does this relationship exist every time?
gains eg. Does everyone who chooses this solution have the same
obstacles?
Are there particular customers that match
Current
these new groups?
Solution
29. Drill-down questions
Jobs-to-
be-done What’s the root cause?
Why is this the case? What bigger job, problem or gain does
this fit into?
Obstacles Can this be split up into different types?
Are there different types of this job, or different types of this
pain-point?
Goals &
Does this relationship exist every time?
gains eg. Does everyone who chooses this solution have the same
obstacles?
Are there particular customers that match
Current
these new groups?
Solution Can you define that customer segment in one word? Are they
“a thing?” Are they easily findable?
30. How deep do you go?
Until you have short, understandable
customer segments, identifyable as real types
of people (not attributes), that you know
where to find.
Until you have a customer segment that is
specific enough to give you a falsifiable
hypothesis.
33. Customer
Goals & gains
Segments
Bloggers
Jobs-to-
be-done
Current solutions
Obstacles
Posts get no love!
34. Customer
Goals & gains
Segments
Bloggers
Bad bloggers
Jobs-to-
be-done
Current solutions
Obstacles
Posts get no love!
35. Customer
Goals & gains
Segments
Bloggers
Bad bloggers
Jobs-to-
be-done
Current solutions
Obstacles
Posts get no love!
Archives get no
love!
36. Customer
Goals & gains
Segments
Bloggers
Bad bloggers
Bloggers w/
Jobs-to- archives
be-done
Current solutions
Obstacles
Posts get no love!
Archives get no
love!
37. Customer
Goals & gains
Segments
Bloggers
Bad bloggers
Bloggers w/
Jobs-to- archives
be-done
Current solutions
Getting
traffic Obstacles
Posts get no love!
Archives get no
love!
38. Customer
Goals & gains
Audience
Segments
Bloggers
Bad bloggers
Bloggers w/
Jobs-to- archives
be-done
Current solutions
Getting
traffic Obstacles
Posts get no love!
Archives get no
love!
39. Customer
Goals & gains
Audience
Segments
Customer base Bloggers
Bad bloggers
Bloggers w/
Jobs-to- archives
be-done
Current solutions
Getting
traffic Obstacles
Posts get no love!
Archives get no
love!
40. Customer
Goals & gains
Audience
Segments
Customer base Bloggers
Bad bloggers
Bloggers w/
Jobs-to- archives
be-done
Current solutions Bloggers w/
Getting customers
traffic Obstacles
Posts get no love!
Archives get no
love!
41. Customer
Goals & gains
Audience
Segments
Customer base Bloggers
Influence Bad bloggers
Bloggers w/
Jobs-to- archives
be-done
Current solutions Bloggers w/
Getting customers
traffic Obstacles
Posts get no love!
Archives get no
love!
42. Customer
Goals & gains
Audience
Segments
Customer base Bloggers
Influence Bad bloggers
Bloggers w/
Jobs-to- archives
be-done
Current solutions Bloggers w/
Getting customers
traffic Obstacles Bloggers who want
Posts get no love! influence
Archives get no
love!
43. Customer
Goals & gains
Audience
Segments
Customer base Bloggers
Influence Bad bloggers
Bloggers w/
Jobs-to- archives
be-done
Current solutions Bloggers w/
Getting customers
traffic Obstacles Bloggers who want
Posts get no love! influence
Speakers!
Archives get no
love!
44. Customer
Goals & gains
Audience
Segments
Customer base Bloggers
Influence Bad bloggers
Bloggers w/
Jobs-to- archives
be-done
Current solutions Bloggers w/
Getting customers
traffic Doing talks
Obstacles Bloggers who want
Posts get no love! influence
Speakers!
Archives get no
love!
45. Customer
Goals & gains
Audience
Segments
Customer base Bloggers
Influence Bad bloggers
Bloggers w/
Jobs-to- archives
be-done
Current solutions Bloggers w/
Getting customers
traffic Doing talks
Obstacles Bloggers who want
Writing books influence
Posts get no love!
Speakers!
Archives get no
love!
46. Customer
Goals & gains
Audience
Segments
Customer base Bloggers
Influence Bad bloggers
Bloggers w/
Jobs-to- archives
be-done
Current solutions Bloggers w/
Getting customers
traffic Doing talks
Obstacles Bloggers who want
Writing books influence
Posts get no love!
Speakers!
Archives get no
love! Authors!
47. Customer
Goals & gains
Audience
Segments
Customer base Bloggers
Influence Bad bloggers
Bloggers w/
Jobs-to- archives
be-done
Current solutions Bloggers w/
Getting customers
traffic Doing talks
Obstacles Bloggers who want
Writing books influence
Posts get no love!
Guest posts Speakers!
Archives get no
love! Authors!
48. Customer
Goals & gains
Audience
Segments
Customer base Bloggers
Influence Bad bloggers
Bloggers w/
Jobs-to- archives
be-done
Current solutions Bloggers w/
Getting customers
traffic Doing talks
Obstacles Bloggers who want
Writing books influence
Get Posts get no love!
conversations Guest posts Speakers!
Archives get no
going
love! Authors!
49. Customer
Goals & gains
Audience
Segments
Customer base Bloggers
Influence Bad bloggers
Understanding
Bloggers w/
Jobs-to- archives
be-done
Current solutions Bloggers w/
Getting customers
traffic Doing talks
Obstacles Bloggers who want
Writing books influence
Get Posts get no love!
conversations Guest posts Speakers!
Archives get no
going
love! Authors!
50. Customer
Goals & gains
Audience
Segments
Customer base Bloggers
Influence Bad bloggers
Understanding
Bloggers w/
Jobs-to- archives
be-done
Current solutions Bloggers w/
Getting customers
traffic Doing talks
Obstacles Bloggers who want
Writing books influence
Get Posts get no love!
conversations Guest posts Speakers!
Archives get no
going
love! Authors!
Authors starting a
book
Editor's Notes
\n
[Success is likely going to be a matter of learning to be *extremely* effective with your time and resources. Having too much to throw at the problem will prevent you from achieving that efficiency. ]\n
<Are you doing the efficient minimum of every task?\nAre you taking on too much and thus getting less done?>\n
<Funding, revenue & bigger teams don&#x2019;t give you less to do. Prioritisation & focus become tougher, not easier.>\n
\n
\n
[There are many paths to your vision, and if you get stuck on one that doesn&#x2019;t work, you&#x2019;re probably committing your vision to failure.]\n
[Leancamp&#x2019;s goal can be achieved in various ways. So to make it easier to run, we kept trying different ways to do less.]\n
Groupspaces and students. iWeb in cafes, then hotels. [The hard part about being all things to all people isn&#x2019;t always what you do or what features you build - it&#x2019;s often how you communicate your value.]\n
<Find Earlyvangelists - your local guides. They know the characters, the way around & obstacles. #leanstartup>\n
\n
\n
\n
[If you&#x2019;re trying to learn from a customer group and getting mixed signals, ask yourself if you&#x2019;re actually talking to multiple segments. How can you split them up? Would that make the feedback more consistent?]\n
\n
[If you&#x2019;re learning from customers but still suffering from a lack of direction, being pickier about your target customer might help focus.]\n
<Specific target customers = acting more decisively. It's easy to move on when you get a no.>\n
<Thanks to @alexosterwalder and @brantcooper. We&#x2019;re going to zoom-in on our target customers based on your work!>\n
\n
[The Customer Value Map is a tool to help zoom-in to the connection between customer segments and value propositions in a business model. In this workshop, we use it to explore the life of our target customer so we can identify better, more specific segments.]\n
[The Customer Value Map is a tool to help zoom-in to the connection between customer segments and value propositions in a business model. In this workshop, we use it to explore the life of our target customer so we can identify better, more specific segments.]\n
[The Customer Value Map is a tool to help zoom-in to the connection between customer segments and value propositions in a business model. In this workshop, we use it to explore the life of our target customer so we can identify better, more specific segments.]\n
[The Customer Value Map is a tool to help zoom-in to the connection between customer segments and value propositions in a business model. In this workshop, we use it to explore the life of our target customer so we can identify better, more specific segments.]\n
[The Customer Value Map is a tool to help zoom-in to the connection between customer segments and value propositions in a business model. In this workshop, we use it to explore the life of our target customer so we can identify better, more specific segments.]\n
[The Customer Value Map is a tool to help zoom-in to the connection between customer segments and value propositions in a business model. In this workshop, we use it to explore the life of our target customer so we can identify better, more specific segments.]\n
[The Customer Value Map is a tool to help zoom-in to the connection between customer segments and value propositions in a business model. In this workshop, we use it to explore the life of our target customer so we can identify better, more specific segments.]\n
[The Customer Value Map is a tool to help zoom-in to the connection between customer segments and value propositions in a business model. In this workshop, we use it to explore the life of our target customer so we can identify better, more specific segments.]\n
[The Customer Value Map is a tool to help zoom-in to the connection between customer segments and value propositions in a business model. In this workshop, we use it to explore the life of our target customer so we can identify better, more specific segments.]\n
\n
[Let&#x2019;s look at an example based on a side project of mine. A bit of code I wrote for my blog that I open-sourced. It takes sentences on your blog, and makes them tweetable.]\n
[This is easier to understand when I explain in person, but effectively we start with &#x201C;bloggers&#x201D; as the target customer, and realise that bloggers have slightly different pain points around tweeting new posts, and getting people to share stuff in their archive, then looking at what jobs the bloggers are doing, and what they stand to gain, we see that some blog to sell and others for influence. Realising that the &#x201C;competition&#x201D; to blogging can be public speaking or book writing, we identify a clearer target customer, authors who are using their blog to test content for an unwritten book.]\n
[This is easier to understand when I explain in person, but effectively we start with &#x201C;bloggers&#x201D; as the target customer, and realise that bloggers have slightly different pain points around tweeting new posts, and getting people to share stuff in their archive, then looking at what jobs the bloggers are doing, and what they stand to gain, we see that some blog to sell and others for influence. Realising that the &#x201C;competition&#x201D; to blogging can be public speaking or book writing, we identify a clearer target customer, authors who are using their blog to test content for an unwritten book.]\n
[This is easier to understand when I explain in person, but effectively we start with &#x201C;bloggers&#x201D; as the target customer, and realise that bloggers have slightly different pain points around tweeting new posts, and getting people to share stuff in their archive, then looking at what jobs the bloggers are doing, and what they stand to gain, we see that some blog to sell and others for influence. Realising that the &#x201C;competition&#x201D; to blogging can be public speaking or book writing, we identify a clearer target customer, authors who are using their blog to test content for an unwritten book.]\n
[This is easier to understand when I explain in person, but effectively we start with &#x201C;bloggers&#x201D; as the target customer, and realise that bloggers have slightly different pain points around tweeting new posts, and getting people to share stuff in their archive, then looking at what jobs the bloggers are doing, and what they stand to gain, we see that some blog to sell and others for influence. Realising that the &#x201C;competition&#x201D; to blogging can be public speaking or book writing, we identify a clearer target customer, authors who are using their blog to test content for an unwritten book.]\n
[This is easier to understand when I explain in person, but effectively we start with &#x201C;bloggers&#x201D; as the target customer, and realise that bloggers have slightly different pain points around tweeting new posts, and getting people to share stuff in their archive, then looking at what jobs the bloggers are doing, and what they stand to gain, we see that some blog to sell and others for influence. Realising that the &#x201C;competition&#x201D; to blogging can be public speaking or book writing, we identify a clearer target customer, authors who are using their blog to test content for an unwritten book.]\n
[This is easier to understand when I explain in person, but effectively we start with &#x201C;bloggers&#x201D; as the target customer, and realise that bloggers have slightly different pain points around tweeting new posts, and getting people to share stuff in their archive, then looking at what jobs the bloggers are doing, and what they stand to gain, we see that some blog to sell and others for influence. Realising that the &#x201C;competition&#x201D; to blogging can be public speaking or book writing, we identify a clearer target customer, authors who are using their blog to test content for an unwritten book.]\n
[This is easier to understand when I explain in person, but effectively we start with &#x201C;bloggers&#x201D; as the target customer, and realise that bloggers have slightly different pain points around tweeting new posts, and getting people to share stuff in their archive, then looking at what jobs the bloggers are doing, and what they stand to gain, we see that some blog to sell and others for influence. Realising that the &#x201C;competition&#x201D; to blogging can be public speaking or book writing, we identify a clearer target customer, authors who are using their blog to test content for an unwritten book.]\n
[This is easier to understand when I explain in person, but effectively we start with &#x201C;bloggers&#x201D; as the target customer, and realise that bloggers have slightly different pain points around tweeting new posts, and getting people to share stuff in their archive, then looking at what jobs the bloggers are doing, and what they stand to gain, we see that some blog to sell and others for influence. Realising that the &#x201C;competition&#x201D; to blogging can be public speaking or book writing, we identify a clearer target customer, authors who are using their blog to test content for an unwritten book.]\n
[This is easier to understand when I explain in person, but effectively we start with &#x201C;bloggers&#x201D; as the target customer, and realise that bloggers have slightly different pain points around tweeting new posts, and getting people to share stuff in their archive, then looking at what jobs the bloggers are doing, and what they stand to gain, we see that some blog to sell and others for influence. Realising that the &#x201C;competition&#x201D; to blogging can be public speaking or book writing, we identify a clearer target customer, authors who are using their blog to test content for an unwritten book.]\n
[This is easier to understand when I explain in person, but effectively we start with &#x201C;bloggers&#x201D; as the target customer, and realise that bloggers have slightly different pain points around tweeting new posts, and getting people to share stuff in their archive, then looking at what jobs the bloggers are doing, and what they stand to gain, we see that some blog to sell and others for influence. Realising that the &#x201C;competition&#x201D; to blogging can be public speaking or book writing, we identify a clearer target customer, authors who are using their blog to test content for an unwritten book.]\n
[This is easier to understand when I explain in person, but effectively we start with &#x201C;bloggers&#x201D; as the target customer, and realise that bloggers have slightly different pain points around tweeting new posts, and getting people to share stuff in their archive, then looking at what jobs the bloggers are doing, and what they stand to gain, we see that some blog to sell and others for influence. Realising that the &#x201C;competition&#x201D; to blogging can be public speaking or book writing, we identify a clearer target customer, authors who are using their blog to test content for an unwritten book.]\n
[This is easier to understand when I explain in person, but effectively we start with &#x201C;bloggers&#x201D; as the target customer, and realise that bloggers have slightly different pain points around tweeting new posts, and getting people to share stuff in their archive, then looking at what jobs the bloggers are doing, and what they stand to gain, we see that some blog to sell and others for influence. Realising that the &#x201C;competition&#x201D; to blogging can be public speaking or book writing, we identify a clearer target customer, authors who are using their blog to test content for an unwritten book.]\n
[This is easier to understand when I explain in person, but effectively we start with &#x201C;bloggers&#x201D; as the target customer, and realise that bloggers have slightly different pain points around tweeting new posts, and getting people to share stuff in their archive, then looking at what jobs the bloggers are doing, and what they stand to gain, we see that some blog to sell and others for influence. Realising that the &#x201C;competition&#x201D; to blogging can be public speaking or book writing, we identify a clearer target customer, authors who are using their blog to test content for an unwritten book.]\n
[This is easier to understand when I explain in person, but effectively we start with &#x201C;bloggers&#x201D; as the target customer, and realise that bloggers have slightly different pain points around tweeting new posts, and getting people to share stuff in their archive, then looking at what jobs the bloggers are doing, and what they stand to gain, we see that some blog to sell and others for influence. Realising that the &#x201C;competition&#x201D; to blogging can be public speaking or book writing, we identify a clearer target customer, authors who are using their blog to test content for an unwritten book.]\n
[This is easier to understand when I explain in person, but effectively we start with &#x201C;bloggers&#x201D; as the target customer, and realise that bloggers have slightly different pain points around tweeting new posts, and getting people to share stuff in their archive, then looking at what jobs the bloggers are doing, and what they stand to gain, we see that some blog to sell and others for influence. Realising that the &#x201C;competition&#x201D; to blogging can be public speaking or book writing, we identify a clearer target customer, authors who are using their blog to test content for an unwritten book.]\n
[This is easier to understand when I explain in person, but effectively we start with &#x201C;bloggers&#x201D; as the target customer, and realise that bloggers have slightly different pain points around tweeting new posts, and getting people to share stuff in their archive, then looking at what jobs the bloggers are doing, and what they stand to gain, we see that some blog to sell and others for influence. Realising that the &#x201C;competition&#x201D; to blogging can be public speaking or book writing, we identify a clearer target customer, authors who are using their blog to test content for an unwritten book.]\n
[This is easier to understand when I explain in person, but effectively we start with &#x201C;bloggers&#x201D; as the target customer, and realise that bloggers have slightly different pain points around tweeting new posts, and getting people to share stuff in their archive, then looking at what jobs the bloggers are doing, and what they stand to gain, we see that some blog to sell and others for influence. Realising that the &#x201C;competition&#x201D; to blogging can be public speaking or book writing, we identify a clearer target customer, authors who are using their blog to test content for an unwritten book.]\n
[This is easier to understand when I explain in person, but effectively we start with &#x201C;bloggers&#x201D; as the target customer, and realise that bloggers have slightly different pain points around tweeting new posts, and getting people to share stuff in their archive, then looking at what jobs the bloggers are doing, and what they stand to gain, we see that some blog to sell and others for influence. Realising that the &#x201C;competition&#x201D; to blogging can be public speaking or book writing, we identify a clearer target customer, authors who are using their blog to test content for an unwritten book.]\n
