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Mom Test - Customer Development - 30m
The document discusses the importance of customer development before building a product, emphasizing that talking to customers is crucial to validate the business idea. It highlights the pitfalls of collecting bad data, such as compliments and vague statements, and provides strategies for effective conversations to gather actionable insights. Key recommendations include focusing on customers' experiences rather than the founders' ideas, asking specific questions about past behaviors, and maintaining a casual approach during conversations.
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Mom Test - Customer Development - 30m
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- 3. What is Customerdevelopment? Find early customers and confirm their intent to buy before building everything ! (without biasing them)
- 4. Paul Graham Until you’velaunched, the only 2 things you should be doing are writing code and talking to customers
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- 7. Pets.com (and everyone) “Iwish I’d known that sooner!”
- 8. We can’t planunder uncertainty. We need a way to search.
- 9. Talking to people isa great way to learn if our business will work
- 10. But it’s hard todo right and easy to mess up
- 11. When we do itwrong, we get bad data to convince us we’re right
- 12. And when we believe thosefalse positives, we get in big trouble
- 13. Part 1. What doesbad data look like?
- 14. Types of baddata 1.Compliments 2.Fluff
- 15. Compliments Most meetings end ina compliment. Is that a good sign?
- 16. Mr. Compliment “Sounds great,I love it!”
- 17. Compliments are bad becausethey are false positives
- 18. Remember: Even VCs arewrong most of the time. If their opinion doesn’t matter, nobody’s does! What matters is whether customers are going to use & buy it.
- 19. Mr. Compliment “Looks great! Keepme in the loop.”
- 20. Ignore & deflect compliments. Thenget back to gathering real data.
- 21. Types of baddata 1.Compliments 2.Fluff
- 22. 3 types offluff 1.Generic claims 2.Future promises 3.Hypothetical maybes
- 23. Anything generic is alie. Get to the truth by asking for concrete examples.
- 24. Mr. Generic Fluff “Iusually...” “We always...” “I never...”
- 25. You “Can you talkme through the last time that happened?”
- 26. Mr. Future Fluff “Iwould...” “We will...”
- 27. You “How did you makethis decision last time?”
- 28. Mr. Hypothetical Fluff “Imight...” “We could...”
- 29. You “Why can’t we justget started now?”
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- 33. But really, we’re just fishingfor kind words
- 34. Conversations go wrong bydefault. It’s your job to fix them.
- 35. How conversations gowrong 1.Being too formal 2.Exposing the ego 3.Being pitchy
- 36. Stuff you DON’Tneed 1.A formal meeting 2.Business cards 3.An interview script 4.To pay them 5.An hour or more
- 37. What you DOneed 1.To know what you want to learn 2.To ask about their life
- 38. Tip: Pick customers youhave easy access to. Then it’s simple to have quick, casual conversations without wasting time.
- 39. You don’t needa formal meeting to learn from customers. Just chat to them.
- 40. How conversations gowrong 1.Being too formal 2.Exposing the ego 3.Being pitchy
- 41. Bad Founder, fishingfor compliments “I had an awesome idea for an app... So do you like it?”
- 42. Bad Founder, exposinghis ego “So this is that secret project I’ve been working on... What do you think?”
- 43. Why do theylie? 1.They don’t have a strong opinion about it 2.They don’t want to discourage you 3.They don’t want to see you cry
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- 45. If you mentionyour idea, they’ll lie to you about it. Talk about their life, not your idea.
- 46. How conversations gowrong 1.Being too formal 2.Exposing the ego 3.Being pitchy
- 47. Bad Founder, beingpitchy “No no, I don’t think you GET it.”
- 48. Convincing folks your ideais good = Forcing false positives
- 49. Remember: Unless they areholding a checkbook, you have nothing to gain by convincing them your idea is great.
- 50. Bad Founder, beingpitchy “Yes, but it also does THIS!”
- 51. You, recovering fromstarting to pitch “Oops, sorry, I just slipped into pitch mode. I get excited. You were saying...?”
- 52. If you’re talking, you’renot learning. Talk less, ask more.
- 53. Remember: Anyone will sayyour idea is great if you’re annoying enough about it.
- 54. Fix bad data 1.Deflectcompliments 2.Anchor fluff 3.Dig beneath ideas 4.Google for trivia
- 55. Ask good questions whichpass The Mom Test
- 56. ❝ ❞ Us Do think it’sa good idea?
- 57. ❝ ❞ Us Do think it’sa good idea?
- 58. ❝ ❞ Us Would you buya product which solved this problem?
- 59. ❝ ❞ Us Would you buya product which solved this problem?
- 60. ❝ ❞ Us How do you currentlydeal with this problem?
- 61. ❝ ❞ Us How do you currentlydeal with this problem?
- 62. ❝ ❞ Us Talk me through thelast time you had this problem
- 63. ❝ ❞ Us Talk me through thelast time you had this problem
- 64. ❝ ❞ Us How much would youpay for this?
- 65. ❝ ❞ Us How much would youpay for this?
- 66. ❝ ❞ Us How much money doesthis problem cost you?
- 67. ❝ ❞ Us How much money doesthis problem cost you?
- 68. The Mom Testfor good questions 1.Talk about their life instead of your idea 2.Ask about specifics in the past 3.Talk less, listen more
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