quick introduction to customer development interviews
DESCRIPTION
This is a quick introduction to customer development interviews. This technique is used to identify: -problems customers will pay you to solve -a solution that people will pay use and pay for -messages that communicate clearly to customers -the buying process a customer employsTRANSCRIPT
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Am I About to Soar or Crash?
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Quick Introduction to
Customer Development
Interviews
January Indianapolis Lean Startup Circle Meetup
by Frank Dale
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Ever tried. Ever failed.
No matter. Try again.
Fail again. Fail better.
- Samuel Beckett
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Goal is to validate
or invalidate
Hypothesis
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Test Our Vision Against The Market
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Some Use Cases
Problem Discovery
Solution Validation
Message Testing
Understand Decision Process
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Why You Probably Won’t Do Them?
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You love your idea too much
You don’t want to be “wrong”
It makes you uncomfortable
It takes too much time
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If you are ready to try…
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Identify the hypothesis you want to test:
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Write Them Down
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vWrite 4-5 Open Ended Ques. That Align to Each Hypothesis
What
How
Why
Who
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Problem Discovery &
Solution Validation
Should Be
Separate Interviews
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Find People You Don’t Know
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Let them know you are doing research.
Speak only with a stated purpose.
If you ask for 15 minutes, you will get 30.
Ask for 30 minutes and you get 45.
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Make it feel like a conversation not an interview:
Gather demographics if appropriate “Tell me about yourself…”
Engage in “small talk” to get them to relax (yes, it works)
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BE CURIOUS
Open-ended questions help make it a conversation
Probe for behavior
Let them in/validate don’t lead them to your desired conclusion
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If possible, bring a co-pilot
A second opinion helps preventConfirmation Bias
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Take notes
At the end, ask if you can contact them again to follow-up
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Thanks to the photographers for sharing!
All photos used under a Creative Commons License
Credits
1. “IMG_1427” by Liam Ryan http://www.flickr.com/photos/liam_ryan/2205258640/2. “20070919_001” by RadialMonster http://www.flickr.com/photos/radialmonster/1436548828/3. “Going Down” by Motograf http://www.flickr.com/photos/motograf/939192240/4. “Goal” by Robert Van Hilten http://www.flickr.com/photos/rogodoun/2059275363/5. “Sunset at Snowbird” by Frank Dale6. -7. “Roadside Sign on the Ring of Dingle” by Frank Dale8. CHF’s Library by Geekadelphia http://www.flickr.com/photos/geekadelphia/2781333941/9. “leaping” by beccaplusmolly http://www.flickr.com/photos/beccaplusmolly/3286709587/10. “Holmes” by GrahamC 99 http://www.flickr.com/photos/schnappi/2321628609/sizes/o/in/photostream/ 11. “Flickr Handwriting Meme” by Zadi Diaz http://www.flickr.com/photos/karmagrrrl/3196441086/12. -13. “The Fork in the Road” by i_yudai http://www.flickr.com/photos/y_i/2330044065/ 14. “Crowd” by Marc Wathieu http://www.flickr.com/photos/marcwathieu/4102945874/15. “Ask for Peace” by Ask? http://www.flickr.com/photos/ask-for-peace/1824414133/16. “Costa Conversation” by Lovestruck http://www.flickr.com/photos/lovestruck94/4080022888/17. “Curious Canine” by mpantluce http://www.flickr.com/photos/uncommonly_common/3602846134/18. “Happy Co-Pilots” by Randy Cox http://www.flickr.com/photos/randycox/303968489/19. “Nice Follow-Through!” by Dean6921 http://www.flickr.com/photos/33294494@N05/4667439962/
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Resource List for Further Study
Books:
“The Four Steps to the Epiphany” by Steve Blank
“Entrepreneur’s Guide to Customer Development” by Brant Cooper & Patrick Vlaskovits
“Running Lean” by Ash Maurya
Blog Posts:
“Tips for B2B Customer Development Interviews” by Sean Murphy
“12 Tips for Early Customer Development Interviews (revised)” by Giff Constable