cust dev world business dialogue & evolv

You’ve got a ton of options

Early stage strategy is finding the few that matter.

Where is the love?

2 stages of learning

Discovery Validation

www.foundercentric.com

http://www.foundercentric.com



Ask Sell





Observe Experiment





Learn Confirm




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...




Image by wstryderImage by wstryderwww.foundercentric.com

http://www.flickr.com/photos/wstryder/2852035544/

http://www.flickr.com/photos/wstryder/2852035544/



3 ways to horribly screw up Customer Development





1. Use a script or survey




Customer Development is a founder skill.




You don’t need meetings.You just need contact.




Tool #1Always know your

big 3 questions.




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?




Tweetable TextHow do authors pre-build their customer list?How do authors test copy and learn about their readers?How do authors prioritise their time when writing?




Tool #2Softball & anchor questions.

How’s it going with .... ?

Interesting. Tell me more about that.

Can we go back to what you were saying about...?

Hi.





1. Use a script or survey2. Talk about your idea




Your customersare full of shit!




Anyone will tell you that your idea is great if you annoy them long enough.




Dear Mom,

Don’t you think I’m great?

Love,Your son




Actually, not just your mom lies.People want to be helpful, so they tell you what they think you want to hear.




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


Tool #3



Good or bad questions?




❝

❞

Do you think it’s a good idea?




❝

❞

Would you buy a product which solved this problem?




❝

❞

How do you currently deal with this problem?




❝

❞

When does this problem pop up?




❝

❞

What makes this time-consuming or go off-track?




❝

❞

Has this ever been more time-consuming than normal or gone off-track?




Person Job Problem Measure Solution Excited Guilty Upset

Important Signals


Tool #4



❝

❞

Please show me how you...




❝

❞

Please tell me how... I’m trying to learn how you...




❝

❞

Talk me through the last time you had this problem.




❝

❞

What did you try to do about it?




❝

❞

Please help me understand...




❝

❞

How much would you pay for this?




❝

❞

Can I ask why?




❝

❞

How much money does this problem cost you?




❝

❞

How much should we charge?




❝

❞

What’s your budget?




❝

❞

How soon can you start?





1. Use a script or survey2. Talk about your idea3. Sell





Learn Confirm




Be an apprentice.Not a salesperson.





Tool #2 againSoftball, anchor & deflection questions.



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?




Their words - not yours!One phrase per card.Pair. One interviewer, one notetaker.

Tool #5

Your customer’s words.





1. Use a script or survey2. Talk about your idea3. Sell





1. Your Big 3 Questions 2. Softball, anchor & deflection questions.3. Mom Test to get real facts. 4. Know the signal types you’ll spot & explore.5. Record your customers’ phrases on cards.

5 Customer Development toolsfor your toolkit.



www.custdevcards.com

leanca.mp/rotterdam March 28th.

Salim Virani @SaintSal [email protected]

http://www.custdevcards.com

http://www.custdevcards.com

mailto:[email protected]

mailto:[email protected]



cust dev world business dialogue & evolv

Business

anchor amp

customer development1

com3 ways

horribly screw

deflection

learninglearn

com2 stages

good idea