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Learn, then confirm - eleven

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Learn, then confirm - eleven

  1. 1. Startupsare more likefrogs than fish
  2. 2. Startups arelearningorganisations.
  3. 3. 2 stages of learningDiscovery Validation
  4. 4. A man wakes up,turns on the radio,goes upstairs, turnson the light, and killshimself.Why?
  5. 5. (picture of wedding ring forcommitment)1. best: take their money2.okay: take their email with permission to contact them Image by wstryder
  6. 6. 2 stages of learningDiscovery Validation
  7. 7. 2 stages of learningLearn Confirm
  8. 8. 2 stages of learningAsk Sell
  9. 9. Do we understand this industry?Does anyone care at all?
  10. 10. Are we buildingDo we understand the right this industry? product?Does anyone Will anyone care at all? pay for it?
  11. 11. ❝ Build something people want! Paul Graham ❞ @paulg
  12. 12. Anyone will tell you your ideais great if you annoy them forlong enough
  13. 13. Dear Mom,Don’t youthink I’mgreat?Love,Your son
  14. 14. But, everybody will lie to you (not just mom)
  15. 15. The mom testTalk about their life, Future-tensenot your idea opinions are liesAsk about specifics You gain nothingin the past by convincing them
  16. 16. Good or bad questions?
  17. 17. ❝ Do you think it’s a good idea? ❞ Us
  18. 18. ❝ Do you think it’s a good idea? ❞ Us
  19. 19. ❝ Would you buy a product which solved this problem? ❞ Us
  20. 20. ❝ Would you buy a product which solved this problem? ❞ Us
  21. 21. ❝ How do you currently deal with this problem? ❞ Us
  22. 22. ❝ How do you currently deal with this problem? ❞ Us
  23. 23. When does this problem pop up?What makes it challenging, time-consuming, wasteful, unpredictable?
  24. 24. 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.
  25. 25. ❝ Talk me through the last time you had this problem ❞ Us
  26. 26. ❝ Talk me through the last time you had this problem ❞ Us
  27. 27. 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?
  28. 28. ❝ How much would you pay for this? ❞ Us
  29. 29. ❝ How much would you pay for this? ❞ Us
  30. 30. ❝ How much money does this problem cost you? ❞ Us
  31. 31. ❝ How much money does this problem cost you? ❞ Us
  32. 32. ❝ Is there a budget for it? ❞ Us
  33. 33. ❝ Is there a budget for it? ❞ Us
  34. 34. If this were free, what would need tohappen before you could really startusing it?
  35. 35. ❝ Who else should I talk to? ❞ Us
  36. 36. ❝ Who else should I talk to? ❞ Us
  37. 37. Opinions are worthless!
  38. 38. 2 stages of learningDiscovery Validation
  39. 39. So, we had a meeting!
  40. 40. ❝ Sounds great. I love it! ❞ Claudia
  41. 41. ❝ Sounds great. I love it! ❞ Claudia
  42. 42. ❝ Brilliant -- let me know when it launches! ❞ Jeremy
  43. 43. ❝ Brilliant -- let me know when it launches! ❞ Jeremy
  44. 44. Compliment+ Stalling tactic ------------------They don’t care:(
  45. 45. ❝ There are a couple people I can intro you to, when you’re ready. ❞ Jeremy
  46. 46. ❝ There are a couple people I can intro you to, when you’re ready. ❞ Jeremy
  47. 47. Partialcommitment... ...what needs to happen to get the intro?
  48. 48. ❝ I would definitely buy that! ❞ Claudia
  49. 49. ❝ I would definitely buy that! ❞ Claudia
  50. 50. DANGER!!Good signal, butif you mis-read ityou will loseeverything
  51. 51. Meetings succeedwhen they committo the next step
  52. 52. Examples ofadvancement> Permission to contact again> Clear next meeting> Introduction to decision-maker> Commitment to run a trial> Pre-purchase
  53. 53. Real learning comes from... Facts Commitment
  54. 54. It helps to pre-plan the big 3questions you need to answer
  55. 55. 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?
  56. 56. 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?
  57. 57. 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?

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