2. ”The difference between winning
and losing startups is that winners
understand why customers buy.
The losers never do.”
Steven Blank
3. Who is your customer?
• The customer who buys from you has a name and a face – even in
a corporation
• If you cannot identify the customer, you cannot identify his/her
needs and thus you cannot develop understanding on why that
customer would buy
• Market ≠ customer, you sell to a customer, not the market
• Focus on finding one customer and get a deal, then focus on
finding more customers with similar needs
• No detail = no understanding
4. Learning why they buy?
• What do they do now?
• What benefit would they get from your offering?
• What do they compare it against?
• How do they measure the benefit?
• Is the benefit a Must Have?
• Understand the real (unspoken) reasons
• Put yourself in their shoes!
5. Solution looking for a problem
• ”I have a product, who could I sell it to”
• Vs
• ”I can create a better way of doing this”
6. Do you know why your
customers buy?
Email: risto.rautakorpi@gorillaventures.fi
Twitter: @risto_r
