2. Do not open the kit until I say GO!
Build the tallest freestanding structure.
The entire marshmallow must be on the very
top.
You’ll have 18 minutes.
Use as much or as little of the kit contents as
you want, but nothing else!
EXERCISE
4. Our job is to bring
ourselves the bad
news sooner.
5. Care too much about their ideas,
and look for certainty in process.
1st timers
6. Care too much about their ideas,
and look for certainty in process.
1st timers
Care more about opportunity cost,
and look for certainty in evidence.
Experienced founders
29. Earlyvangelists
Have the problem
Know they have the problem!
Have budget to solve it.
Have looked for a solution.
Have tried to build a solution.
EXERCISE
30. Slicing off segments
They are real people (not attributes!)
It’s clear where to find them.
You’ll walk away if they aren’t a good fit.
EXERCISE
34. Take a look at the
customers’ world
Looking at different aspects of
their lives, we’ll examine our
own beliefs about them, who
they are – and if they really
exist, how to frame our value in
their context.
35. Find early adopters.
Find specific customers.
Specific value propositions are
more compelling and help you
get early traction.
Specific customer definitions
help find them quickly, and
point out scalable channels to
reach them.
Zoom in!
38. Jobs Obstacles Goals Current
Solution
Customer Slicing
Decision
Trigger
Interest
Trigger
EXERCISE
39. Jobs Obstacles Goals Current
Solution
Customer Slicing
Decision
Trigger
Interest
Trigger
How deep do you go?
EXERCISE
40. Jobs Obstacles Goals Current
Solution
Customer Slicing
Decision
Trigger
Interest
Trigger
How deep do you go?
They are real people (not attributes!)
EXERCISE
41. Jobs Obstacles Goals Current
Solution
Customer Slicing
Decision
Trigger
Interest
Trigger
How deep do you go?
They are real people (not attributes!)
It’s clear where to find them.
EXERCISE
42. Jobs Obstacles Goals Current
Solution
Customer Slicing
Decision
Trigger
Interest
Trigger
How deep do you go?
They are real people (not attributes!)
It’s clear where to find them.
You’ll walk away if they aren’t a good fit.
EXERCISE
50. Navigating through options, hypotheses
& environmental changes.
Understanding dynamics between
parts & articulating a clear story.
Parts
Whole
Progress
Checklists & dashboards1
2
3
79. 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 program asks them
to pay. They say no.
Why?
One day...
www.foundercentric.com
100. ❝
❞
Has this ever been more
time-consuming than
normal or gone off-track?
101. How’s it going with .... ?
Interesting. Tell me more about that.
Can we go back to what you were
saying about...?
Hi.
www.foundercentric.com
EXERCISE
138. Tweetable Text
How 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?
139. Leancamp
What awareness channels can we partner with?
What do people learn at Leancamp that they apply?
What do famous thought-leaders get out of conferences?
140. What are your Big 3 right now?
Does it do what it says on the tin?
Can we make it usable enough?
Do people really, truly want it?
What could kill you?
Take 3 minutes to write them down.
Are they to learn or confirm?
EXERCISE
157. Examples of
advancement
> Permission to contact again
> Clear next meeting
> Introduction to decision-maker
> Commitment to run a trial
> Pre-purchase
165. Pick a
learning goal
What big make-or-break risks
or idea is the one you want to
nail down this week?
(Hint: use the Canvas or
metrics to make sure it’s
relevant.)
EXERCISE
166. Start with your
learning goal.
Pick a learning goal.
Pick a measurement.
Draw your MVP on a blank sheet.
Build
Learn
Measure
172. What are your Big 3 right now?
Does it do what it says on the tin?
Can we make it usable enough?
Do people really, truly want it?
What could kill you?
Take 3 minutes to write them down.
Are they to learn or confirm?
EXERCISE
174. How’s it going with .... ?
Interesting. Tell me more about that.
Can we go back to what you were
saying about...?
Hi.
www.foundercentric.com
175. Person Job Problem Measure Solution Excited Guilty Upset
Their words - not yours!
One phrase per card.
Pair. One interviewer, one notetaker.
Recording the right stuff.
176. Past, not future
Fact, not opinion
Specifics, not general
(Talk about their life, not your idea.)
The Mom Test