Driving AdoptionA few stories and principles of growth

Emil Martinsek

Customer Focus

Building a car?

Or a faster horse?

Positioning (Who?)

Designing (What?)

Operating (How?)

Who?

NeedX

NeedY

NeedZ

Focus

Customer Segment A

Customer Segment B

Customer Segment C

Who?

Product attributes

Customer attributes

Reach

Default advantages, default disadvantages

Core customer motivations

Do they give you enough reach?

Who?

Who?

Who? & What?

What?

Startup Activation Growth

One or more houses in your portfolio

What?

Customer Needs

Constraints

Assumptions

What problem must I solve?

Technical, industry

What must I validate after launch?

What?

What?

What?

How?

Culture

How?

Follow your customer

Get it “right” before moving on

How?

Qualitative

Quantitative

Test

Do not outsource talking to customers

Data over opinions

AB Test (if you can)

How?

Wait! What about concrete marketing tricks?

Ignore hype

Go where your customers can meet you

Change the rules

How?

How?

Your adventure may vary