Learn, then confirm - eleven
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Learn, then confirm - eleven

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Learn, then confirm - eleven Learn, then confirm - eleven Presentation Transcript

  • Startupsare more likefrogs than fish
  • Startups arelearningorganisations.
  • 2 stages of learningDiscovery Validation
  • A man wakes up,turns on the radio,goes upstairs, turnson the light, and killshimself.Why?
  • (picture of wedding ring forcommitment)1. best: take their money2.okay: take their email with permission to contact them Image by wstryder
  • 2 stages of learningDiscovery Validation
  • 2 stages of learningLearn Confirm
  • 2 stages of learningAsk Sell
  • Do we understand this industry?Does anyone care at all?
  • Are we buildingDo we understand the right this industry? product?Does anyone Will anyone care at all? pay for it?
  • ❝ Build something people want! Paul Graham ❞ @paulg
  • Anyone will tell you your ideais great if you annoy them forlong enough
  • Dear Mom,Don’t youthink I’mgreat?Love,Your son
  • But, everybody will lie to you (not just mom)
  • The mom testTalk about their life, Future-tensenot your idea opinions are liesAsk about specifics You gain nothingin the past by convincing them
  • Good or bad questions?
  • ❝ Do you think it’s a good idea? ❞ Us
  • ❝ Do you think it’s a good idea? ❞ Us
  • ❝ Would you buy a product which solved this problem? ❞ Us
  • ❝ Would you buy a product which solved this problem? ❞ Us
  • ❝ How do you currently deal with this problem? ❞ Us
  • ❝ How do you currently deal with this problem? ❞ Us
  • When does this problem pop up?What makes it challenging, time-consuming, wasteful, unpredictable?
  • Recording interviews.Person Obstacle Goal Solution Job Excited Remiss UpsetPair. One interviewer, one notetaker.One phrase per card.Use the icons as your record notes.
  • ❝ Talk me through the last time you had this problem ❞ Us
  • ❝ Talk me through the last time you had this problem ❞ Us
  • Please show me how you... Pleasetell me what... I’m trying to learn...Please help me understand... Can Iask why? Can you please tell memore about that?
  • ❝ How much would you pay for this? ❞ Us
  • ❝ How much would you pay for this? ❞ Us
  • ❝ How much money does this problem cost you? ❞ Us
  • ❝ How much money does this problem cost you? ❞ Us
  • ❝ Is there a budget for it? ❞ Us
  • ❝ Is there a budget for it? ❞ Us
  • If this were free, what would need tohappen before you could really startusing it?
  • ❝ Who else should I talk to? ❞ Us
  • ❝ Who else should I talk to? ❞ Us
  • Opinions are worthless!
  • 2 stages of learningDiscovery Validation
  • So, we had a meeting!
  • ❝ Sounds great. I love it! ❞ Claudia
  • ❝ Sounds great. I love it! ❞ Claudia
  • ❝ Brilliant -- let me know when it launches! ❞ Jeremy
  • ❝ Brilliant -- let me know when it launches! ❞ Jeremy
  • Compliment+ Stalling tactic ------------------They don’t care:(
  • ❝ There are a couple people I can intro you to, when you’re ready. ❞ Jeremy
  • ❝ There are a couple people I can intro you to, when you’re ready. ❞ Jeremy
  • Partialcommitment... ...what needs to happen to get the intro?
  • ❝ I would definitely buy that! ❞ Claudia
  • ❝ I would definitely buy that! ❞ Claudia
  • DANGER!!Good signal, butif you mis-read ityou will loseeverything
  • Meetings succeedwhen they committo the next step
  • Examples ofadvancement> Permission to contact again> Clear next meeting> Introduction to decision-maker> Commitment to run a trial> Pre-purchase
  • Real learning comes from... Facts Commitment
  • It helps to pre-plan the big 3questions you need to answer
  • LeancampWhat awareness channels can we partner with?What do people learn at Leancamp that they apply?What do famous thought-leaders get out of conferences?
  • Tweetable TextHow 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?
  • What are you Big 3 right now?What does it really need to do for you?How do you describe the problem - the job?Where are people actively seeking a solution?Tweetable TextHow 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? Take 3 minutes to write them down. Are they to learn or confirm?