How to speak CustDev - Emerge Education
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How to speak CustDev - Emerge Education

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Learning the language of Customer Development conversations that lead to actionable facts.

Learning the language of Customer Development conversations that lead to actionable facts.

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    How to speak CustDev - Emerge Education How to speak CustDev - Emerge Education Presentation Transcript

    • How To Speak CustDev A Founder Centric Module
    • One day... One day... A customer wakes up, turns on their computer, logs in to their email using a new program they use and love. Their free trial is over. The site asks them to pay. They say no. Why? www.foundercentric.com
    • Image by wstryder
    • Image by wstryder
    • 2 stages of learning Learn Confirm
    • 2 stages of learning Observe Experiment
    • 2 stages of learning Collect Analyse
    • Do we understand them? Does anyone care at all?
    • Do we understand them? Are we building the right product? Does anyone care at all? Will anyone pay for it?
    • “The best designers carefully move from exploration to refinement, making sure they spend enough time exploring before locking themselves into a design approach.” Jared Spool
    • Question How much of what you believe about your customers is wrong?
    • C ER EX aka. How To Be Wrong aka. How To Bring Yourself The Bad News Sooner E IS Cust Dev Compass
    • Always Know Your Big 3.
    • Tweetable Text How do authors pre-build their customer list? How do authors test copy and learn about their readers? How do authors prioritise their time when writing?
    • Leancamp What awareness channels can we partner with? What do people learn at Leancamp that they apply? What do famous thought-leaders get out of conferences?
    • Establishing Credibility
    • Credibility Setup “I’m researching how teachers deal with...”
    • Lying bastards. Everyone will tell you what you want to hear, especially if you want to hear it.
    • Dear son, You are the best and your idea is awesome. You should do it - I will buy one. Your Mom
    • Getting actionable facts.
    • Pricing, tricks, advisors, politics, introductions Only available in pre-product conversations!
    • Rule Of Thumb Talk about their life, not your idea.
    • Softball Questions Get them comfortable talking.
    • Softball Questions How’s it going with... ?
    • Signals ? Job Obstacle Goal Current Solution :( :| :) Person Excited Remiss Upset Decision Trigger # Measurement Interest Trigger
    • Recording The Right Stuff. Their words - not yours! One phrase per card. Pair up. One interviewer, one notetaker.
    • Anchor Questions To explore a signal.
    • Anchor Question Interesting. Tell me more about that.
    • Anchor Question Can you help me understand... ?
    • Rule Of Thumb Direct the conversation to specific, past events, not general, current or future.
    • Deflection Questions To bring the conversation back to actionable information.
    • Question I’d love to tell you more, but it’ll help if I can understand you better first. What where you saying about... ?
    • The Mom Test Past, Facts, Specifics
    • Question Arsenal Softball, Anchor, Deflection
    • Good or bad questions?
    • ❝Would you buy a product which solved this problem? ❞
    • ❝Would you buy a product which solved this problem? ❞
    • ❝How do you currently deal with this problem? ❞
    • ❝How do you currently deal with this problem? ❞
    • ❝How have you dealt with this problem? ❞
    • ❝ When does this problem pop up? ❞
    • ❝ When does this problem pop up? ❞
    • ❝When’s the last time that happened? ❞
    • ❝What makes this time-consuming or go off-track? ❞
    • ❝What makes this time-consuming or go off-track? ❞
    • ❝Has this ever been more time-consuming than normal or gone off-track? ❞
    • ❝ Please show me how you... ❞
    • ❝ Please show me how you... ❞
    • ❝ Please tell me how you ... ❞
    • ❝ Please tell me how you ... ❞
    • ❝Talk me through the last time you had this problem. ❞
    • ❝Talk me through the last time you had this problem. ❞
    • ❝ What did you try to do about it? ❞
    • ❝ What did you try to do about it? ❞
    • ❝ How much would you pay for this? ❞
    • ❝ How much would you pay for this? ❞
    • ❝How much money does this problem cost you? ❞
    • ❝How much money does this problem cost you? ❞
    • ❝How much money has this problem cost you? ❞
    • ❝ What’s your budget? ❞
    • ❝ What’s your budget? ❞
    • ❝ Can I ask why? ❞
    • ❝ Can I ask why? ❞
    • ❝What would need to happen before you could really start using it? ❞
    • ❝What would need to happen before you could really start using it? ❞
    • ❝Ever had any problems or delays getting something like this going? ❞
    • ❝ Who else should I talk to? ❞
    • ❝ Who else should I talk to? ❞
    • Compliments Are Not Signals.
    • ❝ Sounds great. I love it! ❞
    • ❝ Sounds great. I love it! ❞
    • ❝Brilliant -- let me know when it launches! ❞
    • ❝Brilliant -- let me know when it launches! ❞
    • Compliment? Stalling tactic? They don’t care. :(
    • ❝There are a couple people I can intro you to, when you’re ready. ❞
    • ❝There are a couple people I can intro you to, when you’re ready. ❞
    • Partial commitment?
    • Validate by going for full commitment.
    • ❝ I would definitely buy that! ❞
    • ! R E G N A D ❝ I would definitely buy that! ❞ Your Mom
    • Rule Of Thumb Advancement to the next step is a signal you are ready to Confirm.
    • Advancement Permission to contact again Clear next meeting Introductions Commitment to run a trial Pre-purchase
    • Facts Commitment
    • 2 stages of learning Collect Analyse
    • 2 stages of learning Learn Confirm
    • Thx! Salim Virani @saintsal salim@foundercentric.com