how to speak custdev - emerge education
Post on 14-Sep-2014
960 views
DESCRIPTION
Learning the language of Customer Development conversations that lead to actionable facts.TRANSCRIPT
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How To Speak CustDevA Founder Centric Module
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One day...
www.foundercentric.com
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 site asks them to pay. They say no.
Why?
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Image by wstryderImage by wstryder
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Image by wstryderImage by wstryder
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2 stages of learning
Learn Confirm
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2 stages of learning
Observe Experiment
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2 stages of learning
Collect Analyse
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Does anyone care at all?
Do we understand
them?
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Does anyone care at all?
Do we understand
them?
Will anyone pay for it?
Are we building the right product?
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Jared Spool
“The best designers carefully move from exploration to refinement, making sure they spend enough time exploring before locking themselves into a design approach.”
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Question
How much of what you believe about your customers is wrong?
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Cust Dev Compass
aka. How To Be Wrongaka. How To Bring Yourself The Bad News
Sooner
EXERCISE
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Always Know Your Big 3.
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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?
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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?
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Establishing Credibility
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Credibility Setup
“I’m researching how teachers deal with...”
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Lying bastards.
Everyone will tell you what you want to hear, especially if you want to hear it.
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Your Mom
Dear son,You are the best and your idea is awesome. You should do it - I will buy one.
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Getting actionable
facts.
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Pricing, tricks, advisors, politics,
introductionsOnly available in pre-product conversations!
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Rule Of Thumb
Talk about their life, not your idea.
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Softball Questions
Get them comfortable talking.
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Softball Questions
How’s it going with... ?
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Job Obstacle Goal Current Solution
Signals
Decision Trigger
Interest Trigger
Person Excited: ): | : ( #
?
Remiss Upset Measurement
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Recording The Right
Stuff.Their words - not yours!
One phrase per card.Pair up. One interviewer, one notetaker.
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Anchor Questions
To explore a signal.
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Anchor Question
Interesting. Tell me more about that.
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Anchor Question
Can you help me understand... ?
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Rule Of Thumb
Direct the conversation to specific, past events, not general, current or future.
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Deflection Questions
To bring the conversation back to actionable information.
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Question
I’d love to tell you more, but it’ll help if I can understand you better first. What where you saying about... ?
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Past, Facts, Specifics
The Mom Test
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Question Arsenal
Softball, Anchor, Deflection
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Good or bad questions?
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Would you buy a product which solved this problem?
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Would you buy a product which solved this problem?
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How do you currently deal with this problem?
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How do you currently deal with this problem?
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How have you dealt with this problem?
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When does this problem pop up?
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When does this problem pop up?
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When’s the last time that happened?
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What makes this time-consuming or go off-track?
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What makes this time-consuming or go off-track?
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Has this ever been more time-consuming than normal or gone off-track?
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Please show me how you...
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Please show me how you...
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Please tell me how you ...
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Please tell me how you ...
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Talk me through the last time you had this problem.
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Talk me through the last time you had this problem.
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What did you try to do about it?
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What did you try to do about it?
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How much would you pay for this?
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How much would you pay for this?
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How much money does this problem cost you?
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How much money does this problem cost you?
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How much money has this problem cost you?
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What’s your budget?
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What’s your budget?
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Can I ask why?
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Can I ask why?
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What would need to happen before you could really start using it?
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What would need to happen before you could really start using it?
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Ever had any problems or delays getting something like this going?
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Who else should I talk to?
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Who else should I talk to?
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Compliments Are Not Signals.
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Sounds great. I love it!
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Sounds great. I love it!
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Brilliant -- let me know when it launches!
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Brilliant -- let me know when it launches!
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Compliment?Stalling tactic?
They don’t care. :(
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There are a couple people I can intro you to, when you’re ready.
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There are a couple people I can intro you to, when you’re ready.
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Partial commitment?
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Validate by going for full commitment.
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I would definitely buy that!
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❞Your Mom
I would definitely buy that!DANGER!
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Rule Of Thumb
Advancement to the next step is a signal you are ready to Confirm.
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Advancement
Permission to contact againClear next meetingIntroductionsCommitment to run a trial Pre-purchase
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Facts Commitment
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2 stages of learning
Collect Analyse
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2 stages of learning
Learn Confirm