Customer Development Training: Find Problems and Generate Insights
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This document provides guidance on customer development and product validation techniques. It discusses common mistakes in product development like building something without understanding customer needs. It recommends focusing on understanding the customer, their problem, and how your solution fits. Techniques covered include customer interviews, affinity mapping customer feedback, generating insights, and testing solutions. The goal is to learn from customers early in the design process to build the right product.
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Customer Development Training: Find Problems and Generate Insights
- 2. How many products are built wonful 1. Have awesome idea for a product and build it. 2. What problem does it solve? 3. Who has that problem? ! ! ! Sometimes this works. But most times, it doesn’t.
- 3. How products should be built wonful 1. Customer 2. Their Problem 3. Your Solution
- 4. Solution! Lean Startup wonful But what’s wrong with this?
- 6. Find Your Customers Customer Discovery Phase wonful Cold call non-customers first to practice Fewer shots, so more important than B2C to be prepared. ! Who to interview at a company? Economic Buyer vs User ! Frame the conversation “I’m trying to learn about the problems in the industry.”
- 7. Rule #1: Pull, Don’t Push Rule #2: No Ice Cream Questions Rule #3: No Leading Questions Rule #4: Past Behavior --> Future Behavior Rule #5: Actual Self vs. Ideal Self Rule #6: No Pitching Rule #7: “N of 1” is Not Proof Rule #8: No Seeding. Rule #9: Low Cognitive Load Questions Rule #10: Stories > Statements Part 1: The Rules wonful
- 8. So how do you get someone telling stories? wonful
- 9. Technique #1: “5 Why’s” Technique #2: “Tell me more.” Interviewing Tactics wonful
- 10. Technique #1: “5 Why’s” Technique #2: “Tell me more.” Technique #3: “Tell me about the last time...” Technique #4: “What do you mean by...” Technique #5: How are you dealing with your problem now? Technique #6: Silence is Golden Interviewing Tactics wonful
- 11. Very interesting… why is that important? That makes sense… I never thought about it that way before. Can you tell me more? That sounds important. I’m not sure I understand… That’s a great point. Wow / Neat / Cool / Strange / Huh Softening Statements wonful
- 12. Question #1: “What if they never talk about the problem I’m trying to solve?” ! Question #2: “How do I put these into a survey?” ! Question #3: Face2Face>Skype>Phone>Email>Pigeons F.A.Q. wonful
- 13. Because I’m working on a project… One more tip… wonful
- 14. Split into teams of 3. Practice time! wonful
- 15. Split into teams of 3. Practice time! wonful B CA Interviewer Takes notes Interviewee
- 17. How do we organize all this information? Affinity Mapping wonful
- 18. Take themes from Affinity Mapping, rewrite them as insights. Insight Generation wonful
- 19. Rewrite insights as ACTIONABLE “How might we…” statements. How Might We… wonful
- 20. Choose a “How Might We” and solve it. Generating Solutions wonful
- 22. wonful wonful consulting. Zachary Cohn Fisher Qua zaccohn@gmail.com fisher@back-loop.com ! Want to learn more? www.wonful.co Join “Innovation At Work” www.wonful.co/newsletter