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G E T Y O U R 
CUSTOMER 
T O D O T H E 
INNOVATING 
SCOTTEBALES.COM
Design is NOT everything. Consider products 
in the market customers pay for which solve 
STRONG problems but lack good design. 
! 
Customers will forgive you on bad design if 
you are solving a strong enough problem. 
! 
- E R I C R I E S 
There’s a difference between STRONG 
problems and BIG problems. One is around 
pain level and the other around market size. 
- Steve Blank
OUR OBJECTIVES 
accept fail = 
lesson 
understand the 
journey 
what is customer 
development 
develop 
personas 
designing 
experiments 
making 
decisions
want to accelerate your innovation insights? 
email me your challenge, for a chance to win a free consultation 
Digital Coach 
Digital Strategy 
Product Ideation 
Strategic Advisor 
Capability Building 
Corporate Innovation 
scott@s3b.co 
scottebales.com @scottebales
99% IS IT THE RIGHT IDEA? 
FAIL OF VENTURES
SUCCESS RATE
THE DIFFERENCE BETWEEN SUCCESS AND FAILURE IS YOUR 
ABILITY TO BUILD RAPIDLY MEASURE, LEARN AND ADAPT 
PIVOT 
OR PERSEVERE
WHAT MOST 
PEOPLE THINK 
WHAT SUCCESSFUL 
PEOPLE KNOW
YOUR S K I L L S 
NON-EXISTE 
NT 
1 2 3 4 AVERA 
GE 6 7 8 9 
I ’ M A 
ROCKS 
TAR 
BUSINESS MODELING 
PERSONA DEVELOPMENT 
CUSTOMER DISCOVERY & 
DEVELOPMENT 
MINIMUM VIABLE EXPERIMENTS 
PRODUCT / MARKET FIT 
P I VOT VS PERSEVERE 
PITCHING
WHO ARE YOU? 
WHAT ARE 
...YOUR PASSIONS? 
...YOUR EXPECTATIONS?
WHO ARE YOU? 
A verb starting with the 
same letter as your first 
name 
I am passionate about 
solving... 
What do I want to get out of 
today? 
Spontaneous Scott 
Educating, growing and 
mentoring tomorrow’s 
entrepreneurs 
Enable entrepreneurs to fail 
fast, and succeed faster
THE BEST FIT FOR FOUNDERS… 
IS PROBLEM FIT
Start here. Brainstorm with stickies, pull it over to the right to start your experiment. Experiments 
Who is your customer? Time Limit: 5 Min People 
Customer 
Problem 
Solution 
Riskiest 
Assumption 
Success 
Criterion 
Result & 
Decision 
Learning 
1 2 3 4 5 
To form a Customer/Problem Hypothesis: 
I believe my customer has a 
problem achieving this goal. 
To form your Assumptions: 
0UVYKLYMVY̸hypothesis to be 
true, assumption needs to 
be true. 
Determine how you will test it: 
The least expensive way to 
test my assumption is... 
buying 
Vespas on 
Craigslist 
People with 
KPMÄJS[ 
commute 
NYC 
C U S T O M E R  P R O B L E M 
Relying on 
products 
that use 
oil 
Understanding 
safety  time 
saving of 
Vespa 
People with 
KPMÄJS[ 
commute 
NYC 
Vespa too 
expensive 
for identity 
risk 
Vespa One- 
Pager + 
Trial 
Rent Vespa 
 Return It 
If Not Fit 
No friends 
Vespa 
Pay 
$250/month 
INTERVIEW: 
8/10 don’t 
have friend 
with Vespa 
SELL: 
15 email 
addresses 
in 2 hours 
Care about 
environment 
INTERVIEW: 
5/20 buying 
Vespa bc 
environment 
important 
0/20 
PIVOT! 
CUSTOMER DISCOVERY 
5/10 
50+ in 2 hours 
P I V PIVOT! 
O T O PERSEVERE! 
R P E R S E V E R E 
- Skinny Tie! 
- Buying for 
lifestyle 
- “I’m not a 
scooter 
person” 
- Lifestyle is 
a risk 
- People typing 
in ALL CAPS 
- Jumping out 
of seat to try 
What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min 
+LÄUL[OLZVS[PVUVUS`HM[LY`VOH]L]HSPKH[LKHWYVISLT^VY[OZVS]PUNTime Limit: 5 Min 
List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min 
Need help? Use these sentences to help construct your experiment. 
To form a Problem/Solution Hypothesis: 
I believe this solution will result 
in XHU[PÄHISLV[JVTL. 
To identify your Riskiest Assumption: 
The assumption with the least 
amount of data, and core to the 
viability of my hypothesis is... 
Determine what success looks like: 
I will run experiment with # of 
customers and expect a strong 
signal from # of customers. 
GET OUT OF THE BUILDING! 
A S S U M P T I O N S 
M V P 
V A L I D A T E D L E A R N I N G 
B R A I N S T O R M I N G 
S O L U T I O N
BUSINESS DESIGN 
CUSTOMER PROBLEM SOLUTION
SEARCH  EXECUTE 
CUSTOMER 
DISCOVERY 
CUSTOMER 
VAL IDATION 
CUSTOMER 
CREATION 
COMPANY 
BUILDING
“Type a quote here.” 
–JOHNNY APPLESEED 
CTRL + C! 
DON’T WRITE A SINGLE LINE OF CODE 
UNTIL UNDERSTAND…
Malkovich Bias 
THE TENDENCY TO BELIEVE THAT 
EVERYONE USES TECHNOLOGY 
THE SAME WAY YOU DO. 
ANDRES GLUSMAN
customer development mantra 
YOU ARE NOT THE CUSTOMER 
! 
ONLY THROUGH RESEARCH 
CAN WE UNCOVER PEOPLE’S 
PAINS, NEEDS, AND GOALS, I N 
THEIR CONTEXT
customers have the answers 
IF YOU DON’T TALK TO YOUR 
CUSTOMERS, HOW WILL YOU 
KNOW HOW TO TALK TO YOUR 
CUSTOMERS? 
- WILL EVANS
PERSONA 
DEVELOPMENT 
ASSUMPTION 
EXPLORATION 
LEARN  REPEAT RISK TESTING
1PERSONA 
DEVELOPMENT 
CUSTOMER 
fictional characters to represent 
different user types in a targeted, 
attitude and/or behaviour set to 
drive empathy
Persona Development Facts 
Factual information 
about your target customer. 
Pain 
State the problem you believe 
your target customers have, 
that your solution solves for. 
Goals 
What goals are they trying to accomplish 
through the behavior, that your solution will do better? 
Behavior 
Existing behavior they exhibit now, 
because they don’t have your solution. 
Greg 
GET THE TEMPLATE 
SCOTTEBALES.COM/PERSONAS
EXERCISE 
PERSONA 
WHAT ’ S T H E I R CONTEXT? 
WHAT ARE THEY TRYING TO 
ACHIEVE? 
HOW CAN YOU ADD VALUE?
WHAT customer CUSTOMER? 
do I start with? 
which 1 2 3 4 
CUSTOMER
Persona Development Facts 
Factual information 
about your target customer. 
Pain 
State the problem you believe 
your target customers have, 
that your solution solves for. 
Goals 
What goals are they trying to accomplish 
through the behavior, that your solution will do better? 
37 years of age, married(7 years). 
Two kids (3  5) 
Employed by Coca-Cola to manage regional 
marketing 
Tech savvy, loves his Gadgets. Always keen 
to learn more 
Reads The Economist Online 
Enjoys the outdoors with his kids 
Regular traveller in the region, both work 
and personal 
Behavior 
Existing behavior they exhibit now, 
because they don’t have your solution. 
Greg 
Has been reading video blog tips in the hope of creating is own travel 
video blog 
Purchased a pirated copy of Final Cut Pro to explore, but quickly 
purchased a license 
Always has his video camera out when traveling, both on work travels 
and personal travel 
Purchased the domain www.gregsworld.com 
Has tried Vimeo, Wordpress and TypePad in attempts to create a blog 
Greg is a bit of a perfectionist, so he has tried multiple video blog 
solutions 
But hasn’t found any that allow him to express himself in the way he wants. 
He finds each tool hard to earn, and really isn’t sure if he is getting the 
best out of each tool 
He has tried reading through forums, but finds it difficult reading a tutorial 
and applying it to his material 
! 
Greg loves to travel, he loves to explore new places, culture, people 
and food 
Greg would love to share his experiences with friends, family and 
colleagues 
! 
!
CUSTOMER PROBLEM (SOLUTION) 
HYPOTHESIS 
CUSTOMER PROBLEM SOLUTION 
Who specifically 
has this 
problem? 
How do you 
intent to solve 
this problem? 
What problem 
are you trying to 
solve?
2ASSUMPTION 
EXPLORATION 
l i s t c o r e 
ASSUMPTIONS 
a b o u t t h e 
CUSTOMER
does
 the
  
problem
  
exit? 
Is
 there
  
demo’d
  
behaviour
  
to
 fix? 
Does
 the
  
problem
  
cause
 pain? 
Is
 the
  
customer
  
hypo
 right?
3w h a t O N E 
TEST THE 
RISKIEST 
U N K O W N 
C O M P L E T E L Y 
D E S T R O Y S 
C U S T O M E R 
P R O B L E M 
F I T
MINIMUM VIABLE PRODUCT 
Customer Discovery/Development 
Pitch 
Concierge 
experiment 
E X P L O R A T I O N 
P I T C H 
C O N C I E R G E
CUSTOMER VALIDATION 
CUSTOMER 
DISCOVERY PITCH CONCIERGE 
investigating their 
problems to 
understand past 
behaviour 
attempts to sell to a 
customer in exchange 
for currency: time, 
money or work 
deliver the product 
as a service to see is 
delivery matches 
expectations
Start here. Brainstorm with stickies, pull it over to the right to start your experiment. Experiments 
Who is your customer? Time Limit: 5 Min People 
Customer 
Problem 
Solution 
Riskiest 
Assumption 
Success 
Criterion 
Result  
Decision 
Learning 
1 2 3 4 5 
To form a Customer/Problem Hypothesis: 
I believe my customer has a 
problem achieving this goal. 
To form your Assumptions: 
0UVYKLYMVY̸hypothesis to be 
true, assumption needs to 
be true. 
Determine how you will test it: 
The least expensive way to 
test my assumption is... 
buying 
Vespas on 
Craigslist 
People with 
KPMÄJS[ 
commute 
NYC 
C U S T O M E R  P R O B L E M 
Relying on 
products 
that use 
oil 
Understanding 
safety  time 
saving of 
Vespa 
People with 
KPMÄJS[ 
commute 
NYC 
Vespa too 
expensive 
for identity 
risk 
Vespa One- 
Pager + 
Trial 
Rent Vespa 
 Return It 
If Not Fit 
No friends 
Vespa 
Pay 
$250/month 
INTERVIEW: 
8/10 don’t 
have friend 
with Vespa 
SELL: 
15 email 
addresses 
in 2 hours 
Care about 
environment 
INTERVIEW: 
5/20 buying 
Vespa bc 
environment 
important 
0/20 
PIVOT! 
C U S T O M E R D I S C O V E R Y 
5/10 
PIVOT! 
50+ in 2 hours 
PERSEVERE! 
- Skinny Tie! 
- Buying for 
lifestyle 
P I V O T O R P E R S E V E R E 
- “I’m not a 
scooter 
person” 
- Lifestyle is 
a risk 
- People typing 
in ALL CAPS 
- Jumping out 
of seat to try 
What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min 
+LÄUL[OLZVS[PVUVUS`HM[LY`VOH]L]HSPKH[LKHWYVISLT^VY[OZVS]PUNTime Limit: 5 Min 
List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min 
Need help? Use these sentences to help construct your experiment. 
To form a Problem/Solution Hypothesis: 
I believe this solution will result 
in XHU[PÄHISLV[JVTL. 
To identify your Riskiest Assumption: 
The assumption with the least 
amount of data, and core to the 
viability of my hypothesis is... 
Determine what success looks like: 
I will run experiment with # of 
customers and expect a strong 
signal from # of customers. 
GET OUT OF THE BUILDING! 
A S S U M P T I O N S 
M V P 
V A L I D A T E D L E A R N I N G 
B R A I N S T O R M I N G 
S O L U T I O N
WHAT DO THE 
NUMBERS SAY? 
ONE ACTIONABLE METRIC 
THAT TIES SPECIFIC  
REPEATABLE ACTIONS TO 
OBSERVED RESULTS
Persona Development Facts 
Factual information 
about your target customer. 
Pain 
State the problem you believe 
your target customers have, 
that your solution solves for. 
Goals 
What goals are they trying to accomplish 
through the behavior, that your solution will do better? 
Behavior 
Existing behavior they exhibit now, 
because they don’t have your solution. 
Greg 
Facts + Behavior = Customer
Persona Development Facts 
Factual information 
about your target customer. 
Pain 
State the problem you believe 
your target customers have, 
that your solution solves for. 
Goals 
What goals are they trying to accomplish 
through the behavior, that your solution will do better? 
Behavior 
Existing behavior they exhibit now, 
because they don’t have your solution. 
Greg 
Pain + Goals = Problem
Persona Development Facts 
Factual information 
about your target customer. 
Pain 
State the problem you believe 
your target customers have, 
that your solution solves for. 
Goals 
What goals are they trying to accomplish 
through the behavior, that your solution will do better? 
Behavior 
Existing behavior they exhibit now, 
because they don’t have your solution. 
Greg 
(Behavior + Goals) - Pain = Solution
CUSTOMER PROBLEM SOLUTION 
Facts + Behavior 
= Customer 
Pain + Goals 
= Problem 
(Behavior + Goals) - Pain 
= Solution 
hypothesis design
4LEARN  REPEAT 
W h a t d i d y o u 
l e a r n ? 
M a k i n g 
d e c i s i o n s 
W h a t c o m e s 
n e x t ?
Start here. Brainstorm with stickies, pull it over to the right to start your experiment. Experiments 
Who is your customer? Time Limit: 5 Min People 
Customer 
Problem 
Solution 
Riskiest 
Assumption 
Success 
Criterion 
Result  
Decision 
Learning 
1 2 3 4 5 
To form a Customer/Problem Hypothesis: 
I believe my customer has a 
problem achieving this goal. 
To form your Assumptions: 
0UVYKLYMVY̸hypothesis to be 
true, assumption needs to 
be true. 
Determine how you will test it: 
The least expensive way to 
test my assumption is... 
buying 
Vespas on 
Craigslist 
People with 
KPMÄJS[ 
commute 
NYC 
C U S T O M E R  P R O B L E M 
Relying on 
products 
that use 
oil 
Understanding 
safety  time 
saving of 
Vespa 
People with 
KPMÄJS[ 
commute 
NYC 
Vespa too 
expensive 
for identity 
risk 
Vespa One- 
Pager + 
Trial 
Rent Vespa 
 Return It 
If Not Fit 
No friends 
Vespa 
Pay 
$250/month 
INTERVIEW: 
8/10 don’t 
have friend 
with Vespa 
SELL: 
15 email 
addresses 
in 2 hours 
Care about 
environment 
INTERVIEW: 
5/20 buying 
Vespa bc 
environment 
important 
0/20 
PIVOT! 
C U S T O M E R D I S C O V E R Y 
5/10 
PIVOT! 
50+ in 2 hours 
PERSEVERE! 
- Skinny Tie! 
- Buying for 
lifestyle 
P I V O T O R P E R S E V E R E 
- “I’m not a 
scooter 
person” 
- Lifestyle is 
a risk 
- People typing 
in ALL CAPS 
- Jumping out 
of seat to try 
What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min 
+LÄUL[OLZVS[PVUVUS`HM[LY`VOH]L]HSPKH[LKHWYVISLT^VY[OZVS]PUNTime Limit: 5 Min 
List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min 
Need help? Use these sentences to help construct your experiment. 
To form a Problem/Solution Hypothesis: 
I believe this solution will result 
in XHU[PÄHISLV[JVTL. 
To identify your Riskiest Assumption: 
The assumption with the least 
amount of data, and core to the 
viability of my hypothesis is... 
Determine what success looks like: 
I will run experiment with # of 
customers and expect a strong 
signal from # of customers. 
GET OUT OF THE BUILDING! 
A S S U M P T I O N S 
M V P 
V A L I D A T E D L E A R N I N G 
B R A I N S T O R M I N G 
S O L U T I O N
What is pivoting for

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Get Your Customers To Do The Innovating

  • 1. G E T Y O U R CUSTOMER T O D O T H E INNOVATING SCOTTEBALES.COM
  • 2. Design is NOT everything. Consider products in the market customers pay for which solve STRONG problems but lack good design. ! Customers will forgive you on bad design if you are solving a strong enough problem. ! - E R I C R I E S There’s a difference between STRONG problems and BIG problems. One is around pain level and the other around market size. - Steve Blank
  • 3. OUR OBJECTIVES accept fail = lesson understand the journey what is customer development develop personas designing experiments making decisions
  • 4. want to accelerate your innovation insights? email me your challenge, for a chance to win a free consultation Digital Coach Digital Strategy Product Ideation Strategic Advisor Capability Building Corporate Innovation scott@s3b.co scottebales.com @scottebales
  • 5. 99% IS IT THE RIGHT IDEA? FAIL OF VENTURES
  • 7. THE DIFFERENCE BETWEEN SUCCESS AND FAILURE IS YOUR ABILITY TO BUILD RAPIDLY MEASURE, LEARN AND ADAPT PIVOT OR PERSEVERE
  • 8. WHAT MOST PEOPLE THINK WHAT SUCCESSFUL PEOPLE KNOW
  • 9.
  • 10. YOUR S K I L L S NON-EXISTE NT 1 2 3 4 AVERA GE 6 7 8 9 I ’ M A ROCKS TAR BUSINESS MODELING PERSONA DEVELOPMENT CUSTOMER DISCOVERY & DEVELOPMENT MINIMUM VIABLE EXPERIMENTS PRODUCT / MARKET FIT P I VOT VS PERSEVERE PITCHING
  • 11. WHO ARE YOU? WHAT ARE ...YOUR PASSIONS? ...YOUR EXPECTATIONS?
  • 12. WHO ARE YOU? A verb starting with the same letter as your first name I am passionate about solving... What do I want to get out of today? Spontaneous Scott Educating, growing and mentoring tomorrow’s entrepreneurs Enable entrepreneurs to fail fast, and succeed faster
  • 13. THE BEST FIT FOR FOUNDERS… IS PROBLEM FIT
  • 14.
  • 15.
  • 16.
  • 17. Start here. Brainstorm with stickies, pull it over to the right to start your experiment. Experiments Who is your customer? Time Limit: 5 Min People Customer Problem Solution Riskiest Assumption Success Criterion Result & Decision Learning 1 2 3 4 5 To form a Customer/Problem Hypothesis: I believe my customer has a problem achieving this goal. To form your Assumptions: 0UVYKLYMVY̸hypothesis to be true, assumption needs to be true. Determine how you will test it: The least expensive way to test my assumption is... buying Vespas on Craigslist People with KPMÄJS[ commute NYC C U S T O M E R P R O B L E M Relying on products that use oil Understanding safety time saving of Vespa People with KPMÄJS[ commute NYC Vespa too expensive for identity risk Vespa One- Pager + Trial Rent Vespa Return It If Not Fit No friends Vespa Pay $250/month INTERVIEW: 8/10 don’t have friend with Vespa SELL: 15 email addresses in 2 hours Care about environment INTERVIEW: 5/20 buying Vespa bc environment important 0/20 PIVOT! CUSTOMER DISCOVERY 5/10 50+ in 2 hours P I V PIVOT! O T O PERSEVERE! R P E R S E V E R E - Skinny Tie! - Buying for lifestyle - “I’m not a scooter person” - Lifestyle is a risk - People typing in ALL CAPS - Jumping out of seat to try What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min +LÄUL[OLZVS[PVUVUS`HM[LY`VOH]L]HSPKH[LKHWYVISLT^VY[OZVS]PUNTime Limit: 5 Min List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min Need help? Use these sentences to help construct your experiment. To form a Problem/Solution Hypothesis: I believe this solution will result in XHU[PÄHISLV[JVTL. To identify your Riskiest Assumption: The assumption with the least amount of data, and core to the viability of my hypothesis is... Determine what success looks like: I will run experiment with # of customers and expect a strong signal from # of customers. GET OUT OF THE BUILDING! A S S U M P T I O N S M V P V A L I D A T E D L E A R N I N G B R A I N S T O R M I N G S O L U T I O N
  • 18. BUSINESS DESIGN CUSTOMER PROBLEM SOLUTION
  • 19. SEARCH EXECUTE CUSTOMER DISCOVERY CUSTOMER VAL IDATION CUSTOMER CREATION COMPANY BUILDING
  • 20. “Type a quote here.” –JOHNNY APPLESEED CTRL + C! DON’T WRITE A SINGLE LINE OF CODE UNTIL UNDERSTAND…
  • 21. Malkovich Bias THE TENDENCY TO BELIEVE THAT EVERYONE USES TECHNOLOGY THE SAME WAY YOU DO. ANDRES GLUSMAN
  • 22. customer development mantra YOU ARE NOT THE CUSTOMER ! ONLY THROUGH RESEARCH CAN WE UNCOVER PEOPLE’S PAINS, NEEDS, AND GOALS, I N THEIR CONTEXT
  • 23. customers have the answers IF YOU DON’T TALK TO YOUR CUSTOMERS, HOW WILL YOU KNOW HOW TO TALK TO YOUR CUSTOMERS? - WILL EVANS
  • 24. PERSONA DEVELOPMENT ASSUMPTION EXPLORATION LEARN REPEAT RISK TESTING
  • 25. 1PERSONA DEVELOPMENT CUSTOMER fictional characters to represent different user types in a targeted, attitude and/or behaviour set to drive empathy
  • 26. Persona Development Facts Factual information about your target customer. Pain State the problem you believe your target customers have, that your solution solves for. Goals What goals are they trying to accomplish through the behavior, that your solution will do better? Behavior Existing behavior they exhibit now, because they don’t have your solution. Greg GET THE TEMPLATE SCOTTEBALES.COM/PERSONAS
  • 27. EXERCISE PERSONA WHAT ’ S T H E I R CONTEXT? WHAT ARE THEY TRYING TO ACHIEVE? HOW CAN YOU ADD VALUE?
  • 28. WHAT customer CUSTOMER? do I start with? which 1 2 3 4 CUSTOMER
  • 29. Persona Development Facts Factual information about your target customer. Pain State the problem you believe your target customers have, that your solution solves for. Goals What goals are they trying to accomplish through the behavior, that your solution will do better? 37 years of age, married(7 years). Two kids (3 5) Employed by Coca-Cola to manage regional marketing Tech savvy, loves his Gadgets. Always keen to learn more Reads The Economist Online Enjoys the outdoors with his kids Regular traveller in the region, both work and personal Behavior Existing behavior they exhibit now, because they don’t have your solution. Greg Has been reading video blog tips in the hope of creating is own travel video blog Purchased a pirated copy of Final Cut Pro to explore, but quickly purchased a license Always has his video camera out when traveling, both on work travels and personal travel Purchased the domain www.gregsworld.com Has tried Vimeo, Wordpress and TypePad in attempts to create a blog Greg is a bit of a perfectionist, so he has tried multiple video blog solutions But hasn’t found any that allow him to express himself in the way he wants. He finds each tool hard to earn, and really isn’t sure if he is getting the best out of each tool He has tried reading through forums, but finds it difficult reading a tutorial and applying it to his material ! Greg loves to travel, he loves to explore new places, culture, people and food Greg would love to share his experiences with friends, family and colleagues ! !
  • 30. CUSTOMER PROBLEM (SOLUTION) HYPOTHESIS CUSTOMER PROBLEM SOLUTION Who specifically has this problem? How do you intent to solve this problem? What problem are you trying to solve?
  • 31. 2ASSUMPTION EXPLORATION l i s t c o r e ASSUMPTIONS a b o u t t h e CUSTOMER
  • 32. does
  • 33.  the
  • 39.   to
  • 41.  the
  • 45.  the
  • 49. 3w h a t O N E TEST THE RISKIEST U N K O W N C O M P L E T E L Y D E S T R O Y S C U S T O M E R P R O B L E M F I T
  • 50. MINIMUM VIABLE PRODUCT Customer Discovery/Development Pitch Concierge experiment E X P L O R A T I O N P I T C H C O N C I E R G E
  • 51. CUSTOMER VALIDATION CUSTOMER DISCOVERY PITCH CONCIERGE investigating their problems to understand past behaviour attempts to sell to a customer in exchange for currency: time, money or work deliver the product as a service to see is delivery matches expectations
  • 52.
  • 53. Start here. Brainstorm with stickies, pull it over to the right to start your experiment. Experiments Who is your customer? Time Limit: 5 Min People Customer Problem Solution Riskiest Assumption Success Criterion Result Decision Learning 1 2 3 4 5 To form a Customer/Problem Hypothesis: I believe my customer has a problem achieving this goal. To form your Assumptions: 0UVYKLYMVY̸hypothesis to be true, assumption needs to be true. Determine how you will test it: The least expensive way to test my assumption is... buying Vespas on Craigslist People with KPMÄJS[ commute NYC C U S T O M E R P R O B L E M Relying on products that use oil Understanding safety time saving of Vespa People with KPMÄJS[ commute NYC Vespa too expensive for identity risk Vespa One- Pager + Trial Rent Vespa Return It If Not Fit No friends Vespa Pay $250/month INTERVIEW: 8/10 don’t have friend with Vespa SELL: 15 email addresses in 2 hours Care about environment INTERVIEW: 5/20 buying Vespa bc environment important 0/20 PIVOT! C U S T O M E R D I S C O V E R Y 5/10 PIVOT! 50+ in 2 hours PERSEVERE! - Skinny Tie! - Buying for lifestyle P I V O T O R P E R S E V E R E - “I’m not a scooter person” - Lifestyle is a risk - People typing in ALL CAPS - Jumping out of seat to try What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min +LÄUL[OLZVS[PVUVUS`HM[LY`VOH]L]HSPKH[LKHWYVISLT^VY[OZVS]PUNTime Limit: 5 Min List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min Need help? Use these sentences to help construct your experiment. To form a Problem/Solution Hypothesis: I believe this solution will result in XHU[PÄHISLV[JVTL. To identify your Riskiest Assumption: The assumption with the least amount of data, and core to the viability of my hypothesis is... Determine what success looks like: I will run experiment with # of customers and expect a strong signal from # of customers. GET OUT OF THE BUILDING! A S S U M P T I O N S M V P V A L I D A T E D L E A R N I N G B R A I N S T O R M I N G S O L U T I O N
  • 54. WHAT DO THE NUMBERS SAY? ONE ACTIONABLE METRIC THAT TIES SPECIFIC REPEATABLE ACTIONS TO OBSERVED RESULTS
  • 55. Persona Development Facts Factual information about your target customer. Pain State the problem you believe your target customers have, that your solution solves for. Goals What goals are they trying to accomplish through the behavior, that your solution will do better? Behavior Existing behavior they exhibit now, because they don’t have your solution. Greg Facts + Behavior = Customer
  • 56. Persona Development Facts Factual information about your target customer. Pain State the problem you believe your target customers have, that your solution solves for. Goals What goals are they trying to accomplish through the behavior, that your solution will do better? Behavior Existing behavior they exhibit now, because they don’t have your solution. Greg Pain + Goals = Problem
  • 57. Persona Development Facts Factual information about your target customer. Pain State the problem you believe your target customers have, that your solution solves for. Goals What goals are they trying to accomplish through the behavior, that your solution will do better? Behavior Existing behavior they exhibit now, because they don’t have your solution. Greg (Behavior + Goals) - Pain = Solution
  • 58. CUSTOMER PROBLEM SOLUTION Facts + Behavior = Customer Pain + Goals = Problem (Behavior + Goals) - Pain = Solution hypothesis design
  • 59. 4LEARN REPEAT W h a t d i d y o u l e a r n ? M a k i n g d e c i s i o n s W h a t c o m e s n e x t ?
  • 60. Start here. Brainstorm with stickies, pull it over to the right to start your experiment. Experiments Who is your customer? Time Limit: 5 Min People Customer Problem Solution Riskiest Assumption Success Criterion Result Decision Learning 1 2 3 4 5 To form a Customer/Problem Hypothesis: I believe my customer has a problem achieving this goal. To form your Assumptions: 0UVYKLYMVY̸hypothesis to be true, assumption needs to be true. Determine how you will test it: The least expensive way to test my assumption is... buying Vespas on Craigslist People with KPMÄJS[ commute NYC C U S T O M E R P R O B L E M Relying on products that use oil Understanding safety time saving of Vespa People with KPMÄJS[ commute NYC Vespa too expensive for identity risk Vespa One- Pager + Trial Rent Vespa Return It If Not Fit No friends Vespa Pay $250/month INTERVIEW: 8/10 don’t have friend with Vespa SELL: 15 email addresses in 2 hours Care about environment INTERVIEW: 5/20 buying Vespa bc environment important 0/20 PIVOT! C U S T O M E R D I S C O V E R Y 5/10 PIVOT! 50+ in 2 hours PERSEVERE! - Skinny Tie! - Buying for lifestyle P I V O T O R P E R S E V E R E - “I’m not a scooter person” - Lifestyle is a risk - People typing in ALL CAPS - Jumping out of seat to try What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min +LÄUL[OLZVS[PVUVUS`HM[LY`VOH]L]HSPKH[LKHWYVISLT^VY[OZVS]PUNTime Limit: 5 Min List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min Need help? Use these sentences to help construct your experiment. To form a Problem/Solution Hypothesis: I believe this solution will result in XHU[PÄHISLV[JVTL. To identify your Riskiest Assumption: The assumption with the least amount of data, and core to the viability of my hypothesis is... Determine what success looks like: I will run experiment with # of customers and expect a strong signal from # of customers. GET OUT OF THE BUILDING! A S S U M P T I O N S M V P V A L I D A T E D L E A R N I N G B R A I N S T O R M I N G S O L U T I O N
  • 62. PIVOT ZOOM-IN A SINGLE FEATURE BECOMES THE WHOLE PRODUCT CUSTOMER NEED REPOSITIONING, OR A COMPLETELY NEW PRODUCT ZOOM-OUT THE WHOLE PRODUCT BECOMES A SINGLE FEATURE CUSTOMER SEGMENT GOOD PRODUCT, BAD CUSTOMER SEGMENT PLATFORM CHANGE FROM AN APPLICATION TO A PLATFORM, OR VICE VERSA
  • 63. WHAT WOULD YOU DO NEXT?
  • 64. WHAT MOST PEOPLE THINK WHAT SUCCESSFUL PEOPLE KNOW
  • 65. customer discovery tips SILENCE REFLECT BACK HAVE EMPATHY ASK FOR STORIES ASK OPEN QUESTIONS NO LEADING QUESTIONS OBSERVATIONS VS. INSIGHTS
  • 67.
  • 68. HOMEWORK DEVELOP 2 CUSTOMER PERSONAS THEN INTERVIEW TWO OF EACH
  • 69. YOUR GOAL CONTINUOUS VALIDATED LEARNING
  • 70. Knowledge is having the right answer Intelligence is asking the right question
  • 72. Minimum Viable Experiments Persona Development Hypothesis Design Are You Ready 4 Isaac? Lean UX Conversion Funnels Concierge Method Advanced Interviews Market Discovery Pitch Method Pivot or Persevere Customer Discovery Validation Board Business Model Canvas Pitching Your Idea Lean Product Market Fit You are here Mobile Ready Lean For Entreprise Multi-Sided Markets Growing Scale MORE TOPICS FROM SCOTT
  • 73. S U C C E S S YOU TOO CAN OWN THIS FACE OF ACCOMPLISHMENT
  • 74. YOUR S K I L L S NON-EXISTE NT 1 2 3 4 AVERA GE 6 7 8 9 I ’ M A ROCKS TAR BUSINESS MODELING PERSONA DEVELOPMENT CUSTOMER DISCOVERY DEVELOPMENT MINIMUM VIABLE EXPERIMENTS PRODUCT / MARKET FIT P I VOT VS PERSEVERE PITCHING
  • 75. THE FUTURE IS MOBILE y o u r g u i d e t o m o b i l e s u c c e s s b i t . l y / m o b i l e readybook
  • 76. GET YOUR CUSTOMER TO DO THE INNOVATING s c o ttebales.com/feedback
  • 77. THANK YOU + SEE YOU @ www.scottebales.com @scottebales