This document discusses the importance of customer discovery and validation in developing a product that meets customer needs. It emphasizes that most startups fail because they do not build something people want, so the key is to first develop customers through research before developing the product. It provides tips for effectively conducting customer interviews and surveys to gain insights into problems and validate assumptions without pitching solutions. The goal is to gather facts rather than opinions through open-ended questions, listening more than talking, focusing on past behaviors, keeping interviews casual, and being prepared to learn one's assumptions may be wrong.

1. BUILD WHAT MATTERS
AND HOW TO FIND IT

2. Why do most startups fail?
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Most startups are
not missing an idea
but a market

3. LAUNCHING THE PRODUCT IS
THE MOST EXPENSIVE
CUSTOMER RESEARCH YOU CAN DO

4. MAKE SOMETHING PEOPLE WANT. THAT’S
THE FUNDAMENTAL PROBLEM. IF YOU DIE,
IT’S PROBABLY BECAUSE YOU DIDN’T MAKE
SOMETHING PEOPLE WANTED.
Paul Graham, Investor, Co-Founder of Y-Combinator
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5. FIRST DEVELOP CUSTOMERS,
THEN DEVELOP THE PRODUCT

6. But who is your Customer Really?
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7. The Easy Way to Define the Customer
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Male
Born in 1948 in the UK
Married
Very successful
Wealthy
Loves dogs
Favorite place for a holiday – the Alps

8. Same Data – Different People
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9. So much more matters
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10. What about B2B vs. B2C?
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11. What to do now?
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12. Define a specific Customer Persona
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13. Your First Customer Persona
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https://grasshopperherder.com/cheat-sheets/cheat-sheet-making-customer-personas/

14. How To Know You Are Right?
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15. The Truth is outside of the building
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16. You cannot be curious and sell
something at the same time

17. You learn nothing from life if you
think you’re right all the time.

18. TEST EVERY ASSUMPTION
BE PREPARED TO BE WRONG
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19. Interviews are the gate to the truth

20. Build A Business On Facts, Not Opinions
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21. 5 Rules for Better Interviews
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22. Never Pitch, Never Sell
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Don‘t mention
your solution
If you pitch me
I‘ll just be nice

23. Ask a lot of Open Questions
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Ask Why often to
understand your
customer better

24. Listen 80% of the Time
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Silence is Gold
Let people think
to find the truth

25. Past Matters - Future Doesn‘t
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Ask for past behaviour,
not opinions about the
future
Always avoid „would“

26. Keep it Casual
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An interview is a
conversation
A formal setting
will create bias

27. Extra Hint: Don‘t Do It Alone
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One asks
questions
One listens
Save later

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SET YOUR MINDSET RIGHT:
EXPLORATION VS LOOKING
JUST FOR CONFIRMATION

29. Where to Find Customers?
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§ On the street (train stations,
malls, universities, etc.)
§ Topic specific forums and blogs
§ Social Media (Hashtags, groups,
fanpages, LinkedIn search)
§ Where the problem and current
solution exist in real life
§ Through intros in B2B setting

30. You got the entire EIA universe
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31. The Happy End to an Interview
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After first interview:
§ Permission to contact the
customer again (ask for e-mail)
§ Get referrals to other potential
customers and users
In a follow up conversation:
§ Potential pre-sale or LOI

32. Record everything and find the
patterns that matter the most!
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33. Where To Get Even More Data?
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Online Surveys
Observation

34. Some Tips for Online Surveys
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Observation
§ First: interviews in person
§ Introduce yourself and build
trust with expertise
§ Ask as few questions as
possible for your idea
§ Only ask for necessary
personal data at the end

35. Some Tips for Observations
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Observation
§ Define the questions you
want to find answers for
§ Choose a natural setting
and don‘t interfere with it
§ Record everything, even if
it seams insignificant
§ Afterwards ask for reasons
when possible

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CHEATING ON CUSTOMER DISCOVERY
INTERVIEWS IS LIKE CHEATING IN
YOUR PARACHUTE PACKING CLASS.
Steve Blank – Father of Lean Startup

37. 37
Now let‘s create your own
Customer Happiness Story!

38. § Define your Customer
Personas as a team
§ Identify assumptions and
the best questions
§ Plan your interviews and
where to find people
§ Brainstorm additional
ways for validation
Next Steps
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39. Go out there & Find what matters
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