rock the interview: advanced customer development skills
DESCRIPTION
How to make sketch personas, problem interviews, and solution interviews. And when to use them to understand your market, find a problem worth solving, and a solution your customers will adopt & pay for.TRANSCRIPT
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Rocking The InterviewMust Have CustDev Expertise: Advanced Interview Skills
Jonathan IrwinManaging DirectorNeo San Francisco
[email protected]@jonathanirwin
Mike LongLead Product DesignerNeo San Francisco
[email protected]@mblongii
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is 88 people.54 engineers.16 designers (like Mike).5 product people (like me).and some overhead.
We advise.And we build products.
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What do you mean you didn’t talk to the
customer?!
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Who is my customer?
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Sketch Personas
helps you focus on talking to the right people
creates a focus on solving real problems
are easy to change as you learn & adapt
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Where do I find them?
Coffee shops
Lurking: on the street, in a location, online...
@MeetUps
Craigslist: Jobs/Etc.
Existing Customers
Brainstorm with your team...
anywhere. just find them
1st Degree Networks
LinkedIn Mining
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What am I trying to learn?Is there a need or opportunity?
Is this a problem worth solving?
Do people value my solution?
Is my solution usable?
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How do I do it?
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1. A focus group is not an interview - one customer at a time.
2. Prepare your goals, questions, & tactics ahead. Avoid monologuing.
3. No pitching.
4. No ice cream questions.
5. Disarm politeness training.
6. Get psyched to hear things you don’t want to hear.
7. Say it back. Repeat.
8. You need to talk to at least 6 customers before trends emerge.
9. You want qualitative data (stories), not quantitative data (numbers).
10. Ask about past behavior (actual) vs. future predictions (ideal).
11. Interview results aren’t proof, they’re a signal.
Interview Skills & Rules. We take it to 11
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Got it?
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There are a sh!t ton of people @leanstartup this year. I wish there was a better way to connect with other people like me, with the types of problems I have, so we could share stories and advice.
---Or, experiment with any problem you’ve observed @leanstartup.
A Problem We Observed
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Who is my customer?
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Who is my customer? Sketch a persona
Name & Sketch Behaviors
Problems Goals
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Let’s share.
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What am I trying to learn?
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Is the problem worth solving? Make a problem interview.
Common ProblemsThis is a problem statement(Priority [ ] | Pain: low, medium, high) | How I solve this today:
This is another problem statement.(Priority [ ] | Pain: low, medium, high) | How I solve this today:
This is a third problem statement.(Priority [ ] | Pain: low, medium, high) | How I solve this today:
This is a blank problem the customer can fill in.(Priority [ ] | Pain: low, medium, high) | How I solve this today:
This is a blank problem the customer can fill in.(Priority [ ] | Pain: low, medium, high) | How I solve this today:
Name: Email Address:Referrals:Notes:
new problems the customer tells you
about
problems you think the customer has
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Is the problem worth solving? Run a problem interview.
“Hey, I’m [name], and I’m working on a project to help conference
attendees connect and collaborate. Do you wish it was easier to
connect and share ideas with other attendees like you? [smile]
---
Yes? Awesome, here we go / No? Okay, thanks. [smile]
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Is the problem worth solving? Analyze a problem interview.
Do the problems really exist?
Are the problems commonly experienced?
Are the problems severe?
Are there problems you didn’t anticipate?
Is this the right customer?
Take an opportunity to refine your persona.
Should you Kill / Pivot / Persevere?
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The problem is worth solving!
this is the moment to reflect and analyze.
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What do customers really need?
Expressed Need Implied Need Latent Need
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What am I trying to learn?
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Do customers value my solution? Write out your value prop.
My product is a better way to
---
With my product, you can
and
and
and
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Do customers value my solution? Make a solution interview.
Solution
“My product is a better way to connect with conference attendees more like
you. With my product, you can:
- Make your profile.
- Connect with other people like you @ your events.
- Create meeting times/places @ the event.
- Link peoples LinkedIn profiles.
- Ask & respond to questions from other users like you.”
What value does this have for you?: A lot! | meh | none
Would be interested in trying out an early release?: no | yes
Have you paid for products like this in the past: no | yes - How much?
Name:
Email Address:
Referrals:
Notes:
the solution you’re testing
could be a phrase, sketch, or
paper prototype. Add fidelity
as you decrease uncertainty.
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Is the problem worth solving? Run a solution interview.
“Hey, I’m [name], and I’m working on a project to help conference
attendees connect and collaborate. Do you wish it was easier to
connect and share ideas with other attendees like you? [smile]
---
Yes? Awesome, here we go / No? Okay, thanks. [smile]
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Kill, pivot, or persevere?
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• 11 skills & rules for interviewing customers.
• Sketching personas for customer empathy.
• Problem interviews to determine a problem worth solving.
• Solution interviews for finding a solution your customers value.
What We Covered
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Now you’re dangerous.
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More Reading:
http://en.wikipedia.org/wiki/Empathic_design
http://practicetrumpstheory.com/2011/08/customer-development-getting-started/
http://leananalyticsbook.com/scoring-problem-interviews/
Jonathan IrwinManaging DirectorNeo San Francisco
[email protected]@jonathanirwin
Mike LongLead Product DesignerNeo San Francisco
[email protected]@mblongii
Join us for a DrinkUp5:30 tonight
717 Market Street.
bit.ly/19AI0yt
Wednesday, December 11, 13