Customer understanding - Revision history

Dirkjan at 19:54, 27 August 2020

2020-08-27T19:54:46Z

Dirkjan: Replaced content with "Customer understanding Category:mbi"

2020-08-27T19:18:36Z

Replaced content with "Customer understanding Category:mbi"

Dirkjan: Created page with "=Goal= Develop a deep understanding of a customer, how they work, their pain, where it is felt. This first customer meeting with someone is a "give-and-take", you have to give..."

2020-08-25T07:58:34Z

Created page with "=Goal= Develop a deep understanding of a customer, how they work, their pain, where it is felt. This first customer meeting with someone is a "give-and-take", you have to give..."

New page

=Goal=
Develop a deep understanding of a customer, how they work, their pain, where it is felt. This first customer meeting with someone is a "give-and-take", you have to give something for them to feel that it's worth a meeting. In exchange for them talking to you, you will share your problem presentation. You might carry a tape-recorder and a notebook or bring a digital camera and take pictures of the whiteboard. Your goal is NOT to [[pitch|pitch]] yor product but to validate your understanding of the problem.
=Checklist=
# The most important question to ask
## What is the one thing that you want to buy
## Which leads to...
## How do you do it today (if at all)?
## How much does it cost you today?
# How do your target customers work?
## Ask them how their job/life works today.
## Ask them to describe the workflow / design flow
## Listen and understand
## Do not sell or even expain what you are doing, the goal is to understand what they are doing
# What is the biggest ''pain'' in how they work?
## If they could have a magic wand and change anything what they do, what would it be?
## This is the IPO question - listen carefully
## Ask 3 variants around this question
# What is the organizational impact of this pain?
## Individual?
## Departmental?
## Corporate?
## Quantify the impact (dollars, time, duration, costs)?
# What would make the customer change the current way they do things?
## Price?
## Features?
## New standard?
# If they had a product like this .... (describe yours in conceptual terms)...?
## What percentage of their time could be spent using the product?
## How mission critical is it?
## Would it solve the pain they mentioned earlier?
## What would be the barriers to adopting a product like this?
# Who do they think have similar products?
## Who else is an innovator in this space?
## Where else in their company has this been tried?
## Is anyone else inside their company trying to build this product?
# How do they learn about new products?
## Trade shows. Do they go? Do others in their company go?
## Magazines. What do they read? What do they trust? What do their bosses read?
## Sales people, who are the best?
## Who are the visionaries in the press / analyst community that they read / respect?
# Can these customers be helpful in the future?
## For the next round of conversation?
## For an advisory board?
## As a paying customer?
## Refer you to others to talk to?
=Exit deliverables=
* Identical to [[Customer problem hypthesis|Customer problem hypthesis]] exit deliverables but this time with facts.
* Updated Customer and Problem Model
o Including workflow and proces
o Including customer pain
o Including the organisational impact (individual, departmental, corporate)

Part of: [[Customer Development Checklist|Customer Development Checklist]] - [[Customer Discovery|Customer Discovery]]
Part of book: [[The Four Steps to the Epiphany|The Four Steps to the Epiphany]]
[[Category:mbi]]

← Older revision		Revision as of 19:18, 27 August 2020
Line 1:		Line 1:
−	~~=Goal=~~	+	Customer understanding
−	~~Develop a deep~~ understanding of a customer, how they work, their pain, where it is felt. This first customer meeting with someone is a "give-and-take", you have to give something for them to feel that it's worth a meeting. In exchange for them talking to you, you will share your problem presentation. You might carry a tape-recorder and a notebook or bring a digital camera and take pictures of the whiteboard. Your goal is NOT to [[pitch\|pitch]] yor product but to validate your understanding of the problem.
−	~~=Checklist=~~
−	~~# The most important question to ask~~
−	~~## What is the one thing that you want to buy~~
−	~~## Which leads to...~~
−	~~## How do you do it today (if at all)?~~
−	~~## How much does it cost you today?~~
−	~~# How do your target customers work?~~
−	~~## Ask them how their job/life works today.~~
−	~~## Ask them to describe the workflow / design flow~~
−	~~## Listen and understand~~
−	~~## Do not sell or even expain what you are doing, the goal is to understand what they are doing~~
−	~~# What is the biggest ''pain'' in how they work?~~
−	~~## If they could have a magic wand and change anything what they do, what would it be?~~
−	~~## This is the IPO question - listen carefully~~
−	~~## Ask 3 variants around this question~~
−	~~# What is the organizational impact of this pain?~~
−	~~## Individual?~~
−	~~## Departmental?~~
−	~~## Corporate?~~
−	~~## Quantify the impact (dollars, time, duration, costs)?~~
−	~~# What would make the customer change the current way they do things?~~
−	~~## Price?~~
−	~~## Features?~~
−	~~## New standard?~~
−	~~# If they had a product like this .... (describe yours in conceptual terms)...?~~
−	~~## What percentage of their time could be spent using the product?~~
−	~~## How mission critical is it?~~
−	~~## Would it solve the pain they mentioned earlier?~~
−	~~## What would be the barriers to adopting a product like this?~~
−	~~# Who do they think have similar products?~~
−	~~## Who else is an innovator in this space?~~
−	~~## Where else in their company has this been tried?~~
−	~~## Is anyone else inside their company trying to build this product?~~
−	~~# How do they learn about new products?~~
−	~~## Trade shows. Do they go? Do others in their company go?~~
−	~~## Magazines. What do they read? What do they trust? What do their bosses read?~~
−	~~## Sales people, who are the best?~~
−	~~## Who are the visionaries in the press / analyst community that they read / respect?~~
−	~~# Can these customers be helpful in the future?~~
−	~~## For the next round of conversation?~~
−	~~## For an advisory board?~~
−	~~## As a paying customer?~~
−	~~## Refer you to others to talk to?~~
−	~~=Exit deliverables=~~
−	* Identical to [[Customer problem hypthesis\|Customer problem hypthesis]] exit deliverables but this time with facts.
−	* Updated Customer and Problem Model
−	~~o Including workflow and proces~~
−	~~o Including customer pain~~
−	~~o Including the organisational impact (individual, departmental, corporate)~~
−
−	~~Part of: [[Customer Development Checklist\|Customer Development Checklist]] - [[Customer Discovery\|Customer Discovery]]~~
−	~~Part of book: [[The Four Steps to the Epiphany\|The Four Steps to the Epiphany]]~~
	[[Category:mbi]]		[[Category:mbi]]

← Older revision		Revision as of 19:54, 27 August 2020
Line 1:		Line 1:
−	Customer ~~understanding~~	+	=Goal=
		+	Develop a deep understanding of a customer, how they work, their pain, where it is felt. This first customer meeting with someone is a "give-and-take", you have to give something for them to feel that it's worth a meeting. In exchange for them talking to you, you will share your problem presentation. You might carry a tape-recorder and a notebook or bring a digital camera and take pictures of the whiteboard. Your goal is NOT to [[pitch\|pitch]] yor product but to validate your understanding of the problem.
		+	=Checklist=
		+	# The most important question to ask
		+	## What is the one thing that you want to buy
		+	## Which leads to...
		+	## How do you do it today (if at all)?
		+	## How much does it cost you today?
		+	# How do your target customers work?
		+	## Ask them how their job/life works today.
		+	## Ask them to describe the workflow / design flow
		+	## Listen and understand
		+	## Do not sell or even expain what you are doing, the goal is to understand what they are doing
		+	# What is the biggest ''pain'' in how they work?
		+	## If they could have a magic wand and change anything what they do, what would it be?
		+	## This is the IPO question - listen carefully
		+	## Ask 3 variants around this question
		+	# What is the organizational impact of this pain?
		+	## Individual?
		+	## Departmental?
		+	## Corporate?
		+	## Quantify the impact (dollars, time, duration, costs)?
		+	# What would make the customer change the current way they do things?
		+	## Price?
		+	## Features?
		+	## New standard?
		+	# If they had a product like this .... (describe yours in conceptual terms)...?
		+	## What percentage of their time could be spent using the product?
		+	## How mission critical is it?
		+	## Would it solve the pain they mentioned earlier?
		+	## What would be the barriers to adopting a product like this?
		+	# Who do they think have similar products?
		+	## Who else is an innovator in this space?
		+	## Where else in their company has this been tried?
		+	## Is anyone else inside their company trying to build this product?
		+	# How do they learn about new products?
		+	## Trade shows. Do they go? Do others in their company go?
		+	## Magazines. What do they read? What do they trust? What do their bosses read?
		+	## Sales people, who are the best?
		+	## Who are the visionaries in the press / analyst community that they read / respect?
		+	# Can these customers be helpful in the future?
		+	## For the next round of conversation?
		+	## For an advisory board?
		+	## As a paying customer?
		+	## Refer you to others to talk to?
		+	=Exit deliverables=
		+	* Identical to [[Customer problem hypthesis\|Customer problem hypthesis]] exit deliverables but this time with facts.
		+	* Updated Customer and Problem Model
		+	o Including workflow and proces
		+	o Including customer pain
		+	o Including the organisational impact (individual, departmental, corporate)
		+
		+	Part of: [[Customer Development Checklist\|Customer Development Checklist]] - [[Customer Discovery\|Customer Discovery]]
		+	Part of book: [[The Four Steps to the Epiphany\|The Four Steps to the Epiphany]]
	[[Category:mbi]]		[[Category:mbi]]