Customer Development Training

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wonful consulting.

How many products are built

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1. Have awesome idea for a product and build it. 2. What problem does it solve? 3. Who has that problem? !

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Sometimes this works. But most times, it doesn’t.

How products should be built

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1. Customer 2. Their Problem 3. Your Solution

Solution! Lean Startup

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But what’s wrong with this?

Empathy.

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Find Your CustomersCustomer Discovery Phase

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Cold call non-customers first to practice Fewer shots, so more important than B2C to be prepared. !

Who to interview at a company? Economic Buyer vs User !

Frame the conversation “I’m trying to learn about the problems in the industry.”

Rule #1: Pull, Don’t Push Rule #2: No Ice Cream Questions Rule #3: No Leading Questions Rule #4: Past Behavior --> Future Behavior Rule #5: Actual Self vs. Ideal Self Rule #6: No Pitching Rule #7: “N of 1” is Not Proof Rule #8: No Seeding. Rule #9: Low Cognitive Load Questions Rule #10: Stories > Statements

Part 1: The Rules

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So how do you get someone telling stories?

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Technique #1: “5 Why’s” Technique #2: “Tell me more.”

Interviewing Tactics

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Technique #1: “5 Why’s” Technique #2: “Tell me more.” Technique #3: “Tell me about the last time...” Technique #4: “What do you mean by...” Technique #5: How are you dealing with your problem now? Technique #6: Silence is Golden

Interviewing Tactics

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Very interesting… why is that important?

That makes sense…

I never thought about it that way before. Can you tell me more?

That sounds important.

I’m not sure I understand…

That’s a great point.

Wow / Neat / Cool / Strange / Huh

Softening Statements

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Question #1: “What if they never talk about the problem I’m trying to solve?” !

Question #2: “How do I put these into a survey?” !

Question #3: Face2Face>Skype>Phone>Email>Pigeons

F.A.Q.

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Because I’m working on a project…

One more tip…

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Split into teams of 3.

Practice time!

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Split into teams of 3.Practice time!

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B

CA

Interviewer

Takes notes Interviewee

Travel

Problem topics...

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How do we organize all this information?

Affinity Mapping

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Take themes from Affinity Mapping, rewrite them as insights.

Insight Generation

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Rewrite insights as ACTIONABLE “How might we…” statements.

How Might We…

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Choose a “How Might We” and solve it.

Generating Solutions

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DesirabilityDVF

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ViabilityFeasibility

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wonful consulting.Zachary Cohn Fisher Qua

zaccohn@gmail.com fisher@back-loop.com

!Want to learn more? www.wonful.co

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