How to speak CustDev - Emerge Education

1,361 views
1,207 views

Published on

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

Published in: Education, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,361
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
32
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

How to speak CustDev - Emerge Education

  1. 1. How To Speak CustDev A Founder Centric Module
  2. 2. 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
  3. 3. Image by wstryder
  4. 4. Image by wstryder
  5. 5. 2 stages of learning Learn Confirm
  6. 6. 2 stages of learning Observe Experiment
  7. 7. 2 stages of learning Collect Analyse
  8. 8. Do we understand them? Does anyone care at all?
  9. 9. Do we understand them? Are we building the right product? Does anyone care at all? Will anyone pay for it?
  10. 10. “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
  11. 11. Question How much of what you believe about your customers is wrong?
  12. 12. C ER EX aka. How To Be Wrong aka. How To Bring Yourself The Bad News Sooner E IS Cust Dev Compass
  13. 13. Always Know Your Big 3.
  14. 14. 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?
  15. 15. 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?
  16. 16. Establishing Credibility
  17. 17. Credibility Setup “I’m researching how teachers deal with...”
  18. 18. Lying bastards. Everyone will tell you what you want to hear, especially if you want to hear it.
  19. 19. Dear son, You are the best and your idea is awesome. You should do it - I will buy one. Your Mom
  20. 20. Getting actionable facts.
  21. 21. Pricing, tricks, advisors, politics, introductions Only available in pre-product conversations!
  22. 22. Rule Of Thumb Talk about their life, not your idea.
  23. 23. Softball Questions Get them comfortable talking.
  24. 24. Softball Questions How’s it going with... ?
  25. 25. Signals ? Job Obstacle Goal Current Solution :( :| :) Person Excited Remiss Upset Decision Trigger # Measurement Interest Trigger
  26. 26. Recording The Right Stuff. Their words - not yours! One phrase per card. Pair up. One interviewer, one notetaker.
  27. 27. Anchor Questions To explore a signal.
  28. 28. Anchor Question Interesting. Tell me more about that.
  29. 29. Anchor Question Can you help me understand... ?
  30. 30. Rule Of Thumb Direct the conversation to specific, past events, not general, current or future.
  31. 31. Deflection Questions To bring the conversation back to actionable information.
  32. 32. Question I’d love to tell you more, but it’ll help if I can understand you better first. What where you saying about... ?
  33. 33. The Mom Test Past, Facts, Specifics
  34. 34. Question Arsenal Softball, Anchor, Deflection
  35. 35. Good or bad questions?
  36. 36. ❝Would you buy a product which solved this problem? ❞
  37. 37. ❝Would you buy a product which solved this problem? ❞
  38. 38. ❝How do you currently deal with this problem? ❞
  39. 39. ❝How do you currently deal with this problem? ❞
  40. 40. ❝How have you dealt with this problem? ❞
  41. 41. ❝ When does this problem pop up? ❞
  42. 42. ❝ When does this problem pop up? ❞
  43. 43. ❝When’s the last time that happened? ❞
  44. 44. ❝What makes this time-consuming or go off-track? ❞
  45. 45. ❝What makes this time-consuming or go off-track? ❞
  46. 46. ❝Has this ever been more time-consuming than normal or gone off-track? ❞
  47. 47. ❝ Please show me how you... ❞
  48. 48. ❝ Please show me how you... ❞
  49. 49. ❝ Please tell me how you ... ❞
  50. 50. ❝ Please tell me how you ... ❞
  51. 51. ❝Talk me through the last time you had this problem. ❞
  52. 52. ❝Talk me through the last time you had this problem. ❞
  53. 53. ❝ What did you try to do about it? ❞
  54. 54. ❝ What did you try to do about it? ❞
  55. 55. ❝ How much would you pay for this? ❞
  56. 56. ❝ How much would you pay for this? ❞
  57. 57. ❝How much money does this problem cost you? ❞
  58. 58. ❝How much money does this problem cost you? ❞
  59. 59. ❝How much money has this problem cost you? ❞
  60. 60. ❝ What’s your budget? ❞
  61. 61. ❝ What’s your budget? ❞
  62. 62. ❝ Can I ask why? ❞
  63. 63. ❝ Can I ask why? ❞
  64. 64. ❝What would need to happen before you could really start using it? ❞
  65. 65. ❝What would need to happen before you could really start using it? ❞
  66. 66. ❝Ever had any problems or delays getting something like this going? ❞
  67. 67. ❝ Who else should I talk to? ❞
  68. 68. ❝ Who else should I talk to? ❞
  69. 69. Compliments Are Not Signals.
  70. 70. ❝ Sounds great. I love it! ❞
  71. 71. ❝ Sounds great. I love it! ❞
  72. 72. ❝Brilliant -- let me know when it launches! ❞
  73. 73. ❝Brilliant -- let me know when it launches! ❞
  74. 74. Compliment? Stalling tactic? They don’t care. :(
  75. 75. ❝There are a couple people I can intro you to, when you’re ready. ❞
  76. 76. ❝There are a couple people I can intro you to, when you’re ready. ❞
  77. 77. Partial commitment?
  78. 78. Validate by going for full commitment.
  79. 79. ❝ I would definitely buy that! ❞
  80. 80. ! R E G N A D ❝ I would definitely buy that! ❞ Your Mom
  81. 81. Rule Of Thumb Advancement to the next step is a signal you are ready to Confirm.
  82. 82. Advancement Permission to contact again Clear next meeting Introductions Commitment to run a trial Pre-purchase
  83. 83. Facts Commitment
  84. 84. 2 stages of learning Collect Analyse
  85. 85. 2 stages of learning Learn Confirm
  86. 86. Thx! Salim Virani @saintsal salim@foundercentric.com

×