introduction to customer development interviewing
DESCRIPTION
A quick introduction to doing early interviews for customer development. Given at Lean Startup Machine London, July 2013TRANSCRIPT
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Customer Development
Lean Startup Machine, July 27 2013
Adrian Howard (@adrianh) quietstars.com
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Hello!
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“A startup is a temporary organization designed to search for a repeatable and scalable business model.”
- Steve Blank
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“A startup is a temporary organization designed to search for a repeatable and scalable business model.”
- Steve Blank
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“Of all the lessons of Customer Development, the importance of getting out of the building and into conversations with your customers is the most critical.”
- Steve Blank
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Why do we do interviews?
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Learn from customers
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Test our assumptions
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Interviews ≠ Quiz
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Interviews ≠ Survey
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Interviews ≠ Script
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Interviews cannotbe automated
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Rapport&
Empathy
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Finding customers
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Hassling people on the street
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Tip: Bribes
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Coffee shops / Pubs / Bars / etc.
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Tip:Don't look scary
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Go where your customers are
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Tip:Go with somebody
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Test your channels to market
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Third parties:- Sales- Marketing- Customer Support- Recruiters- Online
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So… you've got yourself a customer
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SHUT THE F**K UP
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“You can observe a lot just by watching.”
- Yogi Berra
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STALKbefore you
TALKbefore you
SELL
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Tip: Remember the person.
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Can you tell me a little bit about yourself?
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Tip:Reflect back what the speaker said.
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Can you tell me more about X?
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“Every clarification breeds new questions.”
- Arthur Bloch
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Tip:Remember to use silence and body language.
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“The opposite of talking isn't listening. The opposite of talking is waiting.”
- Fran Lebowitz
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Tip: Ask open questions.
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What was the last book you read?
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Can you tell me about the kind of books you read?
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Tip: Ask for stories.
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Can you tell me about the last time...
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Tip: No leading questions.
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Do you want to use this at work?
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Where do you use this?
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Tip:Interview in pairs
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Tip:Observations vs insights
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Tips:
- Stalk > Talk > Sell- Remember the person.- Use silence & body language- Reflect back.- Ask open questions.- Ask for stories.- No leading questions.- Interview in pairs.- Observations vs Insights.
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Practice makes perfect
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