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.
Practical Customer Development - Lean Startup Groningen
1. 2 stages of learning
Discovery Validation
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2. 2 stages of learning
Ask Sell
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3. 2 stages of learning
Observe Experiment
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4. 2 stages of learning
Learn Confirm
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5. One day...
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?
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13. Leancamp
What 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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14. Important signals
Person Job Problem Measure Solution Excited Guilty Upset
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15. Hi.
How’s it going with .... ?
Interesting. Tell me more about that.
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16. 3 ways to horribly screw up
Customer Development
1. Use a script or survey
2. Talk about your idea
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18. Anyone will tell you that your
idea is great if you annoy
them long enough.
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19. Dear Mom,
Don’t you think
I’m great?
Love,
Your son
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20. 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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21. The Mom Test
Talk about their life, Future-tense
not your idea opinions are lies
Ask about specifics You gain nothing
in the past by convincing
them
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61. 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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63. 4 ways to rock CustDev
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.
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