How do you find opportunities for your business strategy? How do you validate ideas and/or opportunities? How do you ask the right questions?

1. December 2019
Opportunity
spotters

2. SXSW

3. Solution
Problem
Most pitches

4. Solution
Problem
The golden pitch

5. your topic

6. Consumer
Retailer
BrandLoyalty

7. Strategy is build on:
Spotters
Opportunity Priority
Motivation
(why)
Action
(what)
Person
(who)
Value
(worth)
Scale
(how many)
&

8. Opportunity
Motivations
(why)
Actions
(what)
Consumer
(who)
What is the GOLD you are looking for?

9. Where to find the GOLD?
Spotters
1. Desk research
2. Inspiring examples
3. Consumer quotes &
anecdotes

10. Rules of thumb

11. If it is easy to find, you are
probably not the only one to
find it.

12. Bad consumer data is worse
than no data.

13. Consumers don’t think what they
feel, don’t say what they think
and don’t do what they say.

14. Interview tricks

15. Maar ze liegen wel vaak….
It is difficult for people to know the truth (and they do not want to hurt your feelings)

16. In what way could you ask questions to find a way that even your MOM (or DAD) would give
valuable input to spot a good opportunity? —-> The Mom Test

17. The Mom Test
1. Talk about their life
instead of your idea

18. The Mom Test
2. Ask about specifics in the
past instead of generics or
opinions about the future

19. The Mom Test
3. Talk less and listen more

20. Beware!
The Mom Test
• Generic claims:
“Usually we do…” & “Normally I go..”
• Promises:
“Yes I would…” & “We will…”
• Hypothetical affirmation:
“Maybe..” & “If this…. then…”
• Compliments:
“Nice idea..” & “Cool, let me know once
it is on the market..”

21. GOLD!
The Mom Test
• “It takes me a lot of time to..”
• “It is so frustrating to me that..”
• “I never seem to be able to..”
Look for motivation combined
with action

22. Example: Sustainability

23. 57% of consumers say that
sustainability is important to them.
You find a research report with the following insight. Is this insights likely to be trustworthy?

24. 57% of consumers say that
sustainability is important to them.
NOT TRUSTWORTHYjust saying sois not worth anything…

25. 70% of our consumers are willing to pay a premium
for products from brands that embrace sustainability.
You find a research report with the following insight. Is this insights likely to be trustworthy?

26. 70% of our consumers are willing to pay a premium
for products from brands that embrace sustainability.
NOT TRUSTWORTHYjust saying sois not worth anything…

27. 48% of Gen Zers say they value brands
that focus on sustainability.
You find a research report with the following insight. Is this insights likely to be trustworthy?

28. 48% of Gen Zers say they value brands
that focus on sustainability.
NOT TRUSTWORTHYjust saying sois not worth anything…

29. 92% of all consumers that closed their bank account
to go to a more ‘sustainable bank’ were from GEN-Z.
You find a research report with the following insight. Is this insights likely to be trustworthy?

30. 92% of all consumers that closed their bank account
to go to a more ‘sustainable bank’ were from GEN-Z.
Likely to be
TRUSTWORTHYActions (=measurable) & Motive

31. BAD or GOOD
QUESTIONS?

32. Is sustainability important to you?

33. Is sustainability important to you?
BAD: NOT TRUSTWORTHYClosed question

34. Why is sustainability important to you?

35. Why is sustainability important to you?
BAD: NOT TRUSTWORTHY
Interesting but does not tell
you what importance means

36. What have you changed in the last
year to be more sustainable?

37. What have you changed in the last
year to be more sustainable?
TRUSTWORTHYSpecific actions (=measurable)& Motive

38. What was the first thing you changed
to be more sustainable?

39. What was the first thing you changed
to be more sustainable?
TRUSTWORTHYSpecific actions (=measurable)
& Motive & moment of change

40. What gave you the idea to do
this (to be more sustainable)?

41. What gave you the idea to do
this (to be more sustainable)?
TRUSTWORTHYSpecific actions (=measurable)
& Motive & moment of change

42. What things do you know that you
can do to be more sustainable?

43. What things do you know that you
can do to be more sustainable?
TRUSTWORTHYGood to know: Aware of allopportunities?

44. Why are you not doing ….
to be more sustainable?

45. Why are you not doing ….
to be more sustainable?
TRUSTWORTHYSpecific actions (=measurable)& Motive

46. Would you pay more for a product
that is sustainable?

47. Would you pay more for a product
that is sustainable?
BAD: NOT TRUSTWORTHY
Interesting but, not specific andis intention, not action

48. For what product or service have you
ever paid more, because it is a more
sustainable option?

49. For what product or service have you
ever paid more, because it is a more
sustainable option?
TRUSTWORTHYSpecific actions (=measurable)& Motive

50. In conclusion
Opportunity spotters
• Focus on the problem, not the solution
• Bad consumer data is worse than no data
• Ask consumers about specifics in the past,
instead of generics in the future

51. Questions?
(daily consulting hour
9:00-10:00 on skype)

52. Good luck!