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A 30 minute introduction to Customer Development, covering 3 ways to mess it up, and 4 quick tools to get you building your interview skills, and finding strong commercial signals from your customers in a conversational way. Sal gave this talk at the first Lean Startup Groningen meetup.
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2 stages of learning
Discovery Validation
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2 stages of learning
Ask Sell
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2 stages of learning
Observe Experiment
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2 stages of learning
Learn Confirm
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A customer wakes up, turns on their computer, logs in to their email using a new program they use and love.
Their free trial is over. The program asks them to pay. They say no.
Why?
One day...
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3 ways to horribly screw up Customer Development
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3 ways to horribly screw up Customer Development
1. Use a script or survey
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Customer Development is a founder skill.
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You don’t need meetings.You just need contact.
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Always know your big 3 questions.
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LeancampWhat awareness channels can we partner with?What do people learn at Leancamp that they apply?What do famous thought-leaders get out of conferences?
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Person Job Problem Measure Solution Excited Guilty Upset
Important signals
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How’s it going with .... ?
Interesting. Tell me more about that.
Hi.
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3 ways to horribly screw up Customer Development
1. Use a script or survey2. Talk about your idea
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Your customersare full of shit!
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Anyone will tell you that your idea is great if you annoy them long enough.
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Dear Mom,
Don’t you think I’m great?
Love,Your son
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Actually, not just your mom lies.People want to be helpful, so they tell you what they think you want to hear.
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Future-tense opinions are lies
You gain nothing by convincing them
Talk about their life, not your idea
Ask about specifics in the past
The Mom Test
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Good or bad questions?
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Do you think it’s a good idea?
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Do you think it’s a good idea?
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Would you buy a product which solved this problem?
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Would you buy a product which solved this problem?
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How do you currently deal with this problem?
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How do you currently deal with this problem?
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When does this problem pop up?
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When does this problem pop up?
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What makes this time-consuming or go off-track?
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What makes this time-consuming or go off-track?
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Has this ever been more time-consuming than normal or gone off-track?
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Their words - not yours!One phrase per card.Pair. One interviewer, one notetaker.
Recording the right stuff.
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Please show me how you...
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Please show me how you...
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Please tell me how... I’m trying to learn how you...
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Please tell me how... I’m trying to learn how you...
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Talk me through the last time you had this problem.
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Talk me through the last time you had this problem.
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What did you try to do about it?
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What did you try to do about it?
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Person Job Problem Measure Solution Excited Guilty Upset
Important signals
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Please help me understand...
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Please help me understand...
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How much would you pay for this?
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How much would you pay for this?
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Can I ask why?
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Can I ask why?
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How much money does this problem cost you?
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How much money does this problem cost you?
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How much should we charge?
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How much should we charge?
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What’s your budget?
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What’s your budget?
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How soon can you start?
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How soon can you start?
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3 ways to horribly screw up Customer Development
1. Use a script or survey2. Talk about your idea3. Sell
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2 stages of learning
Learn Confirm
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Be an apprentice.Not a salesperson.
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Real stories.Has there ever been a time ... ?Tell me about the last time ... ?What was great/bad about that?Why did you do that?What happened next?
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Deflect & apologise!www.foundercentric.com
Mom Test your questions to get real facts.Be ready with softball, anchor & deflection questions.Know the signal types you’ll spot & explore.Record your customers’ phrases.
4 ways to rock CustDev
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leanca.mp/rotterdam€49 until tomorrow. March 28th. Go & learn!
Salim Virani @SaintSal smile@saintsal.comwww.foundercentric.com
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