2 stages of learningDiscovery                   Validation        www.foundercentric.com
2 stages of learningAsk                            Sell      www.foundercentric.com
2 stages of learningObserve               Experiment       www.foundercentric.com
2 stages of learningLearn                       Confirm        www.foundercentric.com
One day...A customer wakes up,turns on their computer,logs in to their emailusing a new programthey use and love.Their fre...
www.foundercentric.com   Image by wstryder
www.foundercentric.com   Image by wstryder
3 ways to horribly screw upCustomer Developmentwww.foundercentric.com
3 ways to horribly screw upCustomer Development1. Use a script or surveywww.foundercentric.com
Customer Developmentis a founder skill.                 www.foundercentric.com
You don’t need meetings.You just need contact.             www.foundercentric.com
Always know your         big 3 questions.www.foundercentric.com
LeancampWhat awareness channels can we partner with?What do people learn at Leancamp that they apply?What do famous though...
Important signalsPerson   Job    Problem   Measure   Solution   Excited   Guilty   Upset                          www.foun...
Hi.How’s it going with .... ?Interesting. Tell me more about that. www.foundercentric.com
3 ways to horribly screw upCustomer Development1. Use a script or survey2. Talk about your ideawww.foundercentric.com
Your customersare full of shit!                    www.foundercentric.com
Anyone will tell you that youridea is great if you annoythem long enough.           www.foundercentric.com
Dear Mom,                         Don’t you think                         I’m great?                         Love,        ...
Actually, not just your mom lies.People want to be helpful, so they tell youwhat they think you want to hear.             ...
The Mom TestTalk about their life,                              Future-tensenot your idea                                 ...
Good or bad questions?       www.foundercentric.com
❝ Do you think it’s a good idea?                                 ❞        www.foundercentric.com
❝ Do you think it’s a good idea?                                 ❞        www.foundercentric.com
❝ Would you buy a  product which solved  this problem?                                   ❞          www.foundercentric.com
❝ Would you buy a  product which solved  this problem?                                   ❞          www.foundercentric.com
❝    How do you currently    deal with this problem?                                     ❞            www.foundercentric.com
❝    How do you currently    deal with this problem?                                     ❞            www.foundercentric.com
❝ When does this problem pop up?                                ❞       www.foundercentric.com
❝ When does this problem pop up?                                ❞       www.foundercentric.com
❝ What makes this time-  consuming or go off-  track?                                   ❞          www.foundercentric.com
❝ What makes this time-  consuming or go off-  track?                                   ❞          www.foundercentric.com
❝ Has this ever been more  time-consuming than  normal or gone off-track?                                    ❞           w...
Their words - not yours!One phrase per card.Pair. One interviewer, one notetaker.Recording theright stuff.                ...
❝ Please show me how you...                               ❞      www.foundercentric.com
❝ Please show me how you...                               ❞      www.foundercentric.com
❝ Please tell me how...  I’m trying to learn how  you...                                    ❞           www.foundercentric...
❝ Please tell me how...  I’m trying to learn how  you...                                    ❞           www.foundercentric...
❝ Talk me through the last  time you had this  problem.                                    ❞           www.foundercentric....
❝ Talk me through the last  time you had this  problem.                                    ❞           www.foundercentric....
❝ What did you try to do about it?                                ❞       www.foundercentric.com
❝ What did you try to do about it?                                ❞       www.foundercentric.com
Important signalsPerson   Job    Problem   Measure   Solution   Excited   Guilty   Upset                          www.foun...
❝ Please help me understand...                                ❞       www.foundercentric.com
❝ Please help me understand...                                ❞       www.foundercentric.com
❝ How much would you pay for this?                                ❞       www.foundercentric.com
❝ How much would you pay for this?                                ❞       www.foundercentric.com
❝    Can I ask why?                                  ❞         www.foundercentric.com
❝    Can I ask why?                                  ❞         www.foundercentric.com
❝    How much money does    this problem cost you?                                     ❞            www.foundercentric.com
❝    How much money does    this problem cost you?                                     ❞            www.foundercentric.com
❝ How much should we charge?                                ❞       www.foundercentric.com
❝ How much should we charge?                                ❞       www.foundercentric.com
❝ What’s your budget?                                ❞       www.foundercentric.com
❝ What’s your budget?                                ❞       www.foundercentric.com
❝ How soon can you start?                               ❞      www.foundercentric.com
❝ How soon can you start?                               ❞      www.foundercentric.com
3 ways to horribly screw upCustomer Development1. Use a script or survey2. Talk about your idea3. Sellwww.foundercentric.com
2 stages of learningLearn                       Confirm        www.foundercentric.com
Be an apprentice.  Not a salesperson.www.foundercentric.com
Real stories.Has there ever been a time ... ?Tell me about the last time ... ?What was great/bad about that?Why did you do...
Deflect & apologise!      www.foundercentric.com
4 ways to rock CustDevMom Test your questions to get real facts.Be ready with softball, anchor & deflection questions.Know ...
leanca.mp/rotterdam€49 until tomorrow. March 28th. Go & learn!Salim Virani @SaintSal smile@saintsal.comwww.foundercentric....
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Practical Customer Development - Lean Startup Groningen

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A 30 minute introduction to Customer Development, covering 3 ways to mess it up, and 4 quick tools to get you building your interview skills, and finding strong commercial signals from your customers in a conversational way.

Sal gave this talk at the first Lean Startup Groningen meetup.

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Practical Customer Development - Lean Startup Groningen

  1. 1. 2 stages of learningDiscovery Validation www.foundercentric.com
  2. 2. 2 stages of learningAsk Sell www.foundercentric.com
  3. 3. 2 stages of learningObserve Experiment www.foundercentric.com
  4. 4. 2 stages of learningLearn Confirm www.foundercentric.com
  5. 5. One day...A customer wakes up,turns on their computer,logs in to their emailusing a new programthey use and love.Their free trial is over.The program asks themto pay. They say no.Why? www.foundercentric.com
  6. 6. www.foundercentric.com Image by wstryder
  7. 7. www.foundercentric.com Image by wstryder
  8. 8. 3 ways to horribly screw upCustomer Developmentwww.foundercentric.com
  9. 9. 3 ways to horribly screw upCustomer Development1. Use a script or surveywww.foundercentric.com
  10. 10. Customer Developmentis a founder skill. www.foundercentric.com
  11. 11. You don’t need meetings.You just need contact. www.foundercentric.com
  12. 12. Always know your big 3 questions.www.foundercentric.com
  13. 13. 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? www.foundercentric.com
  14. 14. Important signalsPerson Job Problem Measure Solution Excited Guilty Upset www.foundercentric.com
  15. 15. Hi.How’s it going with .... ?Interesting. Tell me more about that. www.foundercentric.com
  16. 16. 3 ways to horribly screw upCustomer Development1. Use a script or survey2. Talk about your ideawww.foundercentric.com
  17. 17. Your customersare full of shit! www.foundercentric.com
  18. 18. Anyone will tell you that youridea is great if you annoythem long enough. www.foundercentric.com
  19. 19. Dear Mom, Don’t you think I’m great? Love, Your sonwww.foundercentric.com
  20. 20. Actually, not just your mom lies.People want to be helpful, so they tell youwhat they think you want to hear. www.foundercentric.com
  21. 21. The Mom TestTalk about their life, Future-tensenot your idea opinions are liesAsk about specifics You gain nothingin the past by convincing them www.foundercentric.com
  22. 22. Good or bad questions? www.foundercentric.com
  23. 23. ❝ Do you think it’s a good idea? ❞ www.foundercentric.com
  24. 24. ❝ Do you think it’s a good idea? ❞ www.foundercentric.com
  25. 25. ❝ Would you buy a product which solved this problem? ❞ www.foundercentric.com
  26. 26. ❝ Would you buy a product which solved this problem? ❞ www.foundercentric.com
  27. 27. ❝ How do you currently deal with this problem? ❞ www.foundercentric.com
  28. 28. ❝ How do you currently deal with this problem? ❞ www.foundercentric.com
  29. 29. ❝ When does this problem pop up? ❞ www.foundercentric.com
  30. 30. ❝ When does this problem pop up? ❞ www.foundercentric.com
  31. 31. ❝ What makes this time- consuming or go off- track? ❞ www.foundercentric.com
  32. 32. ❝ What makes this time- consuming or go off- track? ❞ www.foundercentric.com
  33. 33. ❝ Has this ever been more time-consuming than normal or gone off-track? ❞ www.foundercentric.com
  34. 34. Their words - not yours!One phrase per card.Pair. One interviewer, one notetaker.Recording theright stuff. www.foundercentric.com
  35. 35. ❝ Please show me how you... ❞ www.foundercentric.com
  36. 36. ❝ Please show me how you... ❞ www.foundercentric.com
  37. 37. ❝ Please tell me how... I’m trying to learn how you... ❞ www.foundercentric.com
  38. 38. ❝ Please tell me how... I’m trying to learn how you... ❞ www.foundercentric.com
  39. 39. ❝ Talk me through the last time you had this problem. ❞ www.foundercentric.com
  40. 40. ❝ Talk me through the last time you had this problem. ❞ www.foundercentric.com
  41. 41. ❝ What did you try to do about it? ❞ www.foundercentric.com
  42. 42. ❝ What did you try to do about it? ❞ www.foundercentric.com
  43. 43. Important signalsPerson Job Problem Measure Solution Excited Guilty Upset www.foundercentric.com
  44. 44. ❝ Please help me understand... ❞ www.foundercentric.com
  45. 45. ❝ Please help me understand... ❞ www.foundercentric.com
  46. 46. ❝ How much would you pay for this? ❞ www.foundercentric.com
  47. 47. ❝ How much would you pay for this? ❞ www.foundercentric.com
  48. 48. ❝ Can I ask why? ❞ www.foundercentric.com
  49. 49. ❝ Can I ask why? ❞ www.foundercentric.com
  50. 50. ❝ How much money does this problem cost you? ❞ www.foundercentric.com
  51. 51. ❝ How much money does this problem cost you? ❞ www.foundercentric.com
  52. 52. ❝ How much should we charge? ❞ www.foundercentric.com
  53. 53. ❝ How much should we charge? ❞ www.foundercentric.com
  54. 54. ❝ What’s your budget? ❞ www.foundercentric.com
  55. 55. ❝ What’s your budget? ❞ www.foundercentric.com
  56. 56. ❝ How soon can you start? ❞ www.foundercentric.com
  57. 57. ❝ How soon can you start? ❞ www.foundercentric.com
  58. 58. 3 ways to horribly screw upCustomer Development1. Use a script or survey2. Talk about your idea3. Sellwww.foundercentric.com
  59. 59. 2 stages of learningLearn Confirm www.foundercentric.com
  60. 60. Be an apprentice. Not a salesperson.www.foundercentric.com
  61. 61. Real stories.Has there ever been a time ... ?Tell me about the last time ... ?What was great/bad about that?Why did you do that?What happened next? www.foundercentric.com
  62. 62. Deflect & apologise! www.foundercentric.com
  63. 63. 4 ways to rock CustDevMom Test your questions to get real facts.Be ready with softball, anchor & deflection questions.Know the signal types you’ll spot & explore.Record your customers’ phrases. www.foundercentric.com
  64. 64. leanca.mp/rotterdam€49 until tomorrow. March 28th. Go & learn!Salim Virani @SaintSal smile@saintsal.comwww.foundercentric.com
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