introduction to customer development interviewing

Customer Development

Lean Startup Machine, July 27 2013

Adrian Howard (@adrianh) quietstars.com

Hello!

“A startup is a temporary organization designed to search for a repeatable and scalable business model.”

- Steve Blank

“A startup is a temporary organization designed to search for a repeatable and scalable business model.”

- Steve Blank

“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

Why do we do interviews?

Learn from customers

Test our assumptions

Interviews ≠ Quiz

Interviews ≠ Survey

Interviews ≠ Script

Interviews cannotbe automated

Rapport&

Empathy

Finding customers

Hassling people on the street

Tip: Bribes

Coffee shops / Pubs / Bars / etc.

Tip:Don't look scary

Go where your customers are

Tip:Go with somebody

Test your channels to market

Third parties:- Sales- Marketing- Customer Support- Recruiters- Online

So… you've got yourself a customer

SHUT THE F**K UP

“You can observe a lot just by watching.”

- Yogi Berra

STALKbefore you

TALKbefore you

SELL

Tip: Remember the person.

Can you tell me a little bit about yourself?

Tip:Reflect back what the speaker said.

Can you tell me more about X?

“Every clarification breeds new questions.”

- Arthur Bloch

Tip:Remember to use silence and body language.

“The opposite of talking isn't listening. The opposite of talking is waiting.”

- Fran Lebowitz

Tip: Ask open questions.

What was the last book you read?

Can you tell me about the kind of books you read?

Tip: Ask for stories.

Can you tell me about the last time...

Tip: No leading questions.

Do you want to use this at work?

Where do you use this?

Tip:Interview in pairs

Tip:Observations vs insights

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.

Practice makes perfect

@adrianhquietstars.com

slideshare.net/adrianhadrianh@quietstars.com

Thank You