Cust dev world business dialogue & evolv

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The document provides information about customer development and learning from customers. It discusses 5 tools for customer development: 1) Having your top 3 questions, 2) Asking softball, anchor, and deflection questions, 3) Using the "Mom Test" to get factual information from customers rather than opinions, 4) Knowing what types of signals to look for in customer responses, and 5) Recording customer quotes on index cards. The overall message is that customer development involves learning from customers rather than selling to them.

Early stage strategy is
ﬁnding the few that matter.

2 stages of learning

Discovery Validation

www.foundercentric.com

2 stages of learning

Ask Sell

www.foundercentric.com

2 stages of learning

Observe Experiment

www.foundercentric.com

2 stages of learning

Learn Conﬁrm

www.foundercentric.com

One day...
A customer wakes up,
turns on their computer,
logs in to their email
using a new program
they use and love.

Their free trial is over.
The program asks them
to pay. They say no.

Why?

www.foundercentric.com

www.foundercentric.com Image by wstryder

3 ways to horribly screw up
Customer Development

www.foundercentric.com

3 ways to horribly screw up
Customer Development

1. Use a script or survey

www.foundercentric.com

Customer Development
is a founder skill.

www.foundercentric.com

You don’t need meetings.
You just need contact.

www.foundercentric.com

Tool #1
Always know your
big 3 questions.

www.foundercentric.com

Leancamp
What 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

Tweetable Text
How 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?

www.foundercentric.com

Hi.
How’s it going with .... ?

Interesting. Tell me more about that.

Can we go back to what you were
saying about...?

www.foundercentric.com

3 ways to horribly screw up
Customer Development

1. Use a script or survey
2. Talk about your idea

www.foundercentric.com

Your customers
are full of shit!

www.foundercentric.com

Anyone will tell you that your
idea is great if you annoy
them long enough.

www.foundercentric.com

Dear Mom,
Don’t you think
I’m great?
Love,
Your son

www.foundercentric.com

Actually, not just your mom lies.
People want to be helpful, so they tell you
what they think you want to hear.

www.foundercentric.com

Tool #3

The Mom Test
Talk about their life, Future-tense
not your idea opinions are lies

Ask about speciﬁcs You gain nothing
in the past by convincing
them

www.foundercentric.com

Good or bad questions?

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

❝
How do you currently
deal with this problem?
❞
www.foundercentric.com

❝ When does this
problem pop up?
❞
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?
❞
www.foundercentric.com

Tool #4

Important Signals

Person Job Problem Measure Solution Excited Guilty Upset

www.foundercentric.com

❝ Please show me
how you...
❞
www.foundercentric.com

❝ Please tell me how...
I’m trying to learn how
you...
❞
www.foundercentric.com

❝ Talk me through the last
time you had this
problem.
❞
www.foundercentric.com

❝ What did you try
to do about it?
❞
www.foundercentric.com

❝ Please help me
understand...
❞
www.foundercentric.com

❝ How much would
you pay for this?
❞
www.foundercentric.com

❝
Can I ask why?
❞
www.foundercentric.com

❝
How much money does
this problem cost you?
❞
www.foundercentric.com

❝ How much should
we charge?
❞
www.foundercentric.com

❝ What’s your
budget?
❞
www.foundercentric.com

❝ How soon can
you start?
❞
www.foundercentric.com

3 ways to horribly screw up
Customer Development

1. Use a script or survey
2. Talk about your idea
3. Sell

www.foundercentric.com

Be an apprentice.
Not a salesperson.

www.foundercentric.com

Tool #2 again
Softball, anchor &
deﬂection questions.

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 that?
What happened next?

www.foundercentric.com

Tool #5
Your customer’s words.
Their words - not yours!
One phrase per card.
Pair. One interviewer, one notetaker.

www.foundercentric.com

5 Customer Development tools
for your toolkit.

1. Your Big 3 Questions
2. Softball, anchor & deﬂection questions.
3. Mom Test to get real facts.
4. Know the signal types you’ll spot & explore.
5. Record your customers’ phrases on cards.

www.foundercentric.com

www.custdevcards.com

leanca.mp/rotterdam March 28th.

Salim Virani
@SaintSal smile@saintsal.com
www.foundercentric.com

At some point, every freelancer has struggled with a crisis of confidence. For some, this ongoing battle has crippled their businesses. The symptoms of a crisis of confidence are not charging what you’re worth, having constant conflicts with worry and doubt, and a lack of satisfaction from your work. Takeaways: - Learn whether you are experiencing “Imposter Syndrome” - Understand the root of the crisis of confidence - Find some helpful tools to escape it Presented at WordCamp Birmingham, October 2016.

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Cust dev world business dialogue & evolv

2. You’ve got a ton of options

3. Early stage strategy is ﬁnding the few that matter.

5. Where is the love?

7. 2 stages of learning Discovery Validation www.foundercentric.com

8. 2 stages of learning Ask Sell www.foundercentric.com

9. 2 stages of learning Observe Experiment www.foundercentric.com

10. 2 stages of learning Learn Conﬁrm www.foundercentric.com

11. One day... A customer wakes up, turns on their computer, logs in to their email using a new program they use and love. Their free trial is over. The program asks them to pay. They say no. Why? www.foundercentric.com

12. www.foundercentric.com Image by wstryder

13. www.foundercentric.com Image by wstryder

14. 3 ways to horribly screw up Customer Development www.foundercentric.com

15. 3 ways to horribly screw up Customer Development 1. Use a script or survey www.foundercentric.com

16. Customer Development is a founder skill. www.foundercentric.com

17. You don’t need meetings. You just need contact. www.foundercentric.com

18. Tool #1 Always know your big 3 questions. www.foundercentric.com

19. Leancamp What 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

20. Tweetable Text How 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? www.foundercentric.com

21. Tool #2 Softball & anchor questions.

22. Hi. How’s it going with .... ? Interesting. Tell me more about that. Can we go back to what you were saying about...? www.foundercentric.com

23. 3 ways to horribly screw up Customer Development 1. Use a script or survey 2. Talk about your idea www.foundercentric.com

24. Your customers are full of shit! www.foundercentric.com

25. Anyone will tell you that your idea is great if you annoy them long enough. www.foundercentric.com

26. Dear Mom, Don’t you think I’m great? Love, Your son www.foundercentric.com

27. Actually, not just your mom lies. People want to be helpful, so they tell you what they think you want to hear. www.foundercentric.com

28. Tool #3 The Mom Test Talk about their life, Future-tense not your idea opinions are lies Ask about speciﬁcs You gain nothing in the past by convincing them www.foundercentric.com

29. Good or bad questions? www.foundercentric.com

30. ❝ Do you think it’s a good idea? ❞ www.foundercentric.com

31. ❝ Do you think it’s a good idea? ❞ www.foundercentric.com

32. ❝ Would you buy a product which solved this problem? ❞ www.foundercentric.com

33. ❝ Would you buy a product which solved this problem? ❞ www.foundercentric.com

34. ❝ How do you currently deal with this problem? ❞ www.foundercentric.com

35. ❝ How do you currently deal with this problem? ❞ www.foundercentric.com

36. ❝ When does this problem pop up? ❞ www.foundercentric.com

37. ❝ When does this problem pop up? ❞ www.foundercentric.com

38. ❝ What makes this time- consuming or go off- track? ❞ www.foundercentric.com

39. ❝ What makes this time- consuming or go off- track? ❞ www.foundercentric.com

40. ❝ Has this ever been more time-consuming than normal or gone off-track? ❞ www.foundercentric.com

41. Tool #4 Important Signals Person Job Problem Measure Solution Excited Guilty Upset www.foundercentric.com

42. ❝ Please show me how you... ❞ www.foundercentric.com

43. ❝ Please show me how you... ❞ www.foundercentric.com

44. ❝ Please tell me how... I’m trying to learn how you... ❞ www.foundercentric.com

45. ❝ Please tell me how... I’m trying to learn how you... ❞ www.foundercentric.com

46. ❝ Talk me through the last time you had this problem. ❞ www.foundercentric.com

47. ❝ Talk me through the last time you had this problem. ❞ www.foundercentric.com

48. ❝ What did you try to do about it? ❞ www.foundercentric.com

49. ❝ What did you try to do about it? ❞ www.foundercentric.com

50. ❝ Please help me understand... ❞ www.foundercentric.com

51. ❝ Please help me understand... ❞ www.foundercentric.com

52. ❝ How much would you pay for this? ❞ www.foundercentric.com

53. ❝ How much would you pay for this? ❞ www.foundercentric.com

54. ❝ Can I ask why? ❞ www.foundercentric.com

55. ❝ Can I ask why? ❞ www.foundercentric.com

56. ❝ How much money does this problem cost you? ❞ www.foundercentric.com

57. ❝ How much money does this problem cost you? ❞ www.foundercentric.com

58. ❝ How much should we charge? ❞ www.foundercentric.com

59. ❝ How much should we charge? ❞ www.foundercentric.com

60. ❝ What’s your budget? ❞ www.foundercentric.com

61. ❝ What’s your budget? ❞ www.foundercentric.com

62. ❝ How soon can you start? ❞ www.foundercentric.com

63. ❝ How soon can you start? ❞ www.foundercentric.com

64. 3 ways to horribly screw up Customer Development 1. Use a script or survey 2. Talk about your idea 3. Sell www.foundercentric.com

65. 2 stages of learning Learn Conﬁrm www.foundercentric.com

66. Be an apprentice. Not a salesperson. www.foundercentric.com

67. Tool #2 again Softball, anchor & deﬂection questions. www.foundercentric.com

68. 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

69. Tool #5 Your customer’s words. Their words - not yours! One phrase per card. Pair. One interviewer, one notetaker. www.foundercentric.com

70. 3 ways to horribly screw up Customer Development 1. Use a script or survey 2. Talk about your idea 3. Sell www.foundercentric.com

71. 5 Customer Development tools for your toolkit. 1. Your Big 3 Questions 2. Softball, anchor & deﬂection questions. 3. Mom Test to get real facts. 4. Know the signal types you’ll spot & explore. 5. Record your customers’ phrases on cards. www.foundercentric.com

72. www.custdevcards.com leanca.mp/rotterdam March 28th. Salim Virani @SaintSal smile@saintsal.com www.foundercentric.com

Cust dev world business dialogue & evolv

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