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Mob rules - Customer Development Without Breaking Legs


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Learn how to develop your customers during the research process without having to resort to ... other means.

Published in: Data & Analytics
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Mob rules - Customer Development Without Breaking Legs

  1. 1. Mob Rules Customer development without breaking legs.
  2. 2. Yes, the Mob The Italian mob
  3. 3. No, I’m Not In The Mob Pretty easy to guess
  4. 4. I’m a Product Strategist Founder Consultant And a long time ago MF architect
  5. 5. Your probably thinking about broken legs Yes, they do break legs. I hope you’ve paid your debt.
  6. 6. But that isn’t how they are successful You don’t break legs into a billion dollars.
  7. 7. Same with UX You don’t develop customers with great (brute force) code.
  8. 8. Big Money = Scams It’s a thinking persons game.
  9. 9. Scams = People People need to trust you and be a part of the process
  10. 10. People = Psychological Again, no broken legs. Mob picks people to own. Customer development is about understanding and owning the right customers
  11. 11. What the hell does that have to do with product Research! Better leads = better insights Copy! Better words = more sales Features! Better understanding = more effciency
  12. 12. In Fact Customer development is the keystone to managing and understanding your product. Without it you are a blind man walking down 42nd street.
  13. 13. Sometimes its good Sometimes...BAM!
  14. 14. 5 Things from the mob / 5 in Customer Dev ● Sourcing ● Validating ● Incentivizing ● Interviewing ● Tracking
  15. 15. Sourcing The mob doesn’t go after everyone, and neither should “we.” Mob finds people that are “around” (they pick carefully over months and years) We have to find people in the right place (we don’t have time, but we have tech)
  16. 16. Validating The mob reaches out slowly to see if you are worth using. They really focus on disqualifying people. We have a quicker cycle, but we can use tools like google forms to qualify our leads. Teams often want to qualify, but disqualifying is just as important.
  17. 17. Incentivizing The mob knows just what someone wants - money (but also sex and access, depending on the situation - Senator Huey Long was a millionaire, but he wanted a personal army) Understanding what people want is an important, yet often overlooked, piece of the pie. You don’t need an Amazon Gift Card all the time.
  18. 18. Interviewing The mob knows how to get what it needs. By any means neccessary. Again - we can’t use baseball bats - but we need to understand how to use pressure to get the most out of our participants. Make them make a choice during interviews and when the time is right, make sure they stand by it with a choice (i.e. make them buy on the spot)
  19. 19. Tracking If you live by the code - the mob has no problems. BUt, they need to make sure,so they keep an eye on you After interviews, you should have an idea of a “persona’s” behavior. You’ll need to have a methodology in place to keep track to ensure you make the right decisions.
  20. 20. Remember ● Sourcing ● Validating ● Incentivizing ● Interviewing ● Tracking
  21. 21. Why are they good? Matrtix on knowledgable and communicative - same as the mob is for useful/dirty.
  22. 22. Profile + Reputation They have a great reputation.
  23. 23. Like Engineers = 1 10xer is better than 10 engineersWe are researchers, so we don’t want to do one...but if you can get to 4 or 5 qualitatively = BONANZA
  24. 24. Mob ain’t great - but they are effective Take what you’ve learned and go be an earner ;-).