Digital Innovation+

Strategic Planning

Wonful Consulting

www.wonful.co

What problem are you trying to solve?

Who is your target customer (who has this problem)?

How are you trying to solve it?

Plan for the dayHighly interactive

4 sections:

Customer Analysis

Interview Focus

Customer Outreach

Strategy Work

A break every 2 hours or so

Who am I?

Entrepreneur, Consultant, Shitty Developer.

Startup Weekend Employee + Organizer + Facilitator

Nordstrom, Microsoft, State of Washington, DARPA, Hyatt, Techstars

Founder: Wonful, Amazing Airfare, Hacker News Seattle Meetup.

A (very) brief background

What is everything you could do to kill your

company?

Which of these things

are you doing today?

How can you stop yourself

from doing those things

(both now, and in the future)?

If you have customers…

List and analyze them. Create personas.Who are they?

Where are they from?

If B2B: How big is their company? (In revenue? In employees?)

What is their job title?

What stage is your relationship with them: Stalker

New relationship

Established relationship

Trusted relationship

Waning relationship.

If you don’t have customers…Create personas of potential customers.

Who do you think they are?

What are their characteristics?

Why do you think they’ll want to buy your product?

List people/companies that fit these personas.

Empathy.

How do you know when you’ve ignored, neglected, or “fallen out

of empathy” with your customers?

What do you do to maintain a connection with them?

What makes that hard to do

all the time?

Are there any people or companies that seem to be able to do this effortlessly? What do

they do?

What will your next steps be?

Debrief time:

What did you learn? How will you apply it moving forward?

<break>

Customer Interviews

Part 1: The RulesRule 1: Pull, Don’t Push

Part 1: The RulesRule 1: Pull, Don’t Push

Rule 2: No Leading Questions

Part 1: The RulesRule 1: Pull, Don’t Push

Rule 2: No Leading Questions

Rule 3: Actual Self vs. Ideal Self

Part 1: The RulesRule 1: Pull, Don’t Push

Rule 2: No Leading Questions

Rule 3: Actual Self vs. Ideal Self

Rule 4: Past Behavior is the Best Indicator of Future Behavior

Part 1: The RulesRule 1: Pull, Don’t Push

Rule 2: No Leading Questions

Rule 3: Actual Self vs. Ideal Self

Rule 4: Past Behavior is the Best Indicator of Future Behavior

Rule 5: No Pitching

Part 1: The RulesRule 1: Pull, Don’t Push

Rule 2: No Leading Questions

Rule 3: Actual Self vs. Ideal Self

Rule 4: Past Behavior is the Best Indicator of Future Behavior

Rule 5: No Pitching

Rule 6: “N of 1” is not proof

Part 1: The RulesRule 1: Pull, Don’t Push

Rule 2: No Leading Questions

Rule 3: Actual Self vs. Ideal Self

Rule 4: Past Behavior is the Best Indicator of Future Behavior

Rule 5: No Pitching

Rule 6: “N of 1” is not proof

Rule 7: No Seeding.

Part 1: The RulesRule 1: Pull, Don’t Push

Rule 2: No Leading Questions

Rule 3: Actual Self vs. Ideal Self

Rule 4: Past Behavior is the Best Indicator of Future Behavior

Rule 5: No Pitching

Rule 6: “N of 1” is not proof

Rule 7: No Seeding.

Rule 8: Low Cognitive Load Questions

Part 1: The RulesRule 1: Pull, Don’t Push

Rule 2: No Leading Questions

Rule 3: Actual Self vs. Ideal Self

Rule 4: Past Behavior is the Best Indicator of Future Behavior

Rule 5: No Pitching

Rule 6: “N of 1” is not proof

Rule 7: No Seeding.

Rule 8: Low Cognitive Load Questions

Rule 9: Stories > Statements

Part 2: Interview TechniquesTechnique 1: “Tell me about the last time…”

Part 2: Interview TechniquesTechnique 1: “Tell me about the last time…”

Technique 2: The 5 Why’s

Part 2: Interview TechniquesTechnique 1: “Tell me about the last time…”

Technique 2: The 5 Why’s

Technique 3: “Tell me more…”

Part 2: Interview TechniquesTechnique 1: “Tell me about the last time…”

Technique 2: The 5 Why’s

Technique 3: “Tell me more…”

Technique 4: “What do you mean by…”

Part 2: Interview TechniquesTechnique 1: “Tell me about the last time…”

Technique 2: The 5 Why’s

Technique 3: “Tell me more…”

Technique 4: “What do you mean by…”

Technique 5: How are they dealing with the problem now?

Part 2: Interview TechniquesTechnique 1: “Tell me about the last time…”

Technique 2: The 5 Why’s

Technique 3: “Tell me more…”

Technique 4: “What do you mean by…”

Technique 5: How are they dealing with the problem now?

Technique 6: Silence is golden.

Part 3: FAQ

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: What’s the best way to conduct these interviews?

Practice time!

Interviewer

Interviewee

Notetaker

We need a volunteer!

Interview scheduling.

<break>

Purpose and Principles.Why are they important?

How do you know you have good ones?

Core Protocols

Decider Protocol

Inclusiveness

Law of Two Feet

Pass

Yes, and…

Expansion vs Narrowing

Protocol Check

Do or do not, there is no try.

Examples

Core Protocols

Build your own.

Examples

Kanban

Body text

Strategy Development

Critical Uncertanties

Strategy Development

Critical Uncertanties

Strategy Development

Founder Questions

Founder Questions

What does a successful outcome for your business look like to you?

Why is that outcome important to you?

How long would you be happy working on this business?

Debrief

I like…

I wish…

What if?

Digital Innovation+

Strategic Planning

Wonful Consulting

www.wonful.co