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9 Mile Labs - Customer Development Training

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9 Mile Labs - Customer Development Training

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9 Mile Labs wanted their 4th cohort of startups to be experts in customer development and customer interviews. This was the deck that was used to forge them into the ultimate customer interviewing machines. The T-1000 would have been proud.

9 Mile Labs wanted their 4th cohort of startups to be experts in customer development and customer interviews. This was the deck that was used to forge them into the ultimate customer interviewing machines. The T-1000 would have been proud.

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9 Mile Labs - Customer Development Training

  1. 1. Customer Development Training wonful wonful consulting.
  2. 2. How many products are built wonful 1. Have awesome idea for a product and build it. 2. What problem does it solve? 3. Who has that problem? ! ! ! Sometimes this works. But most times, it doesn’t.
  3. 3. How products should be built wonful 1. Customer 2. Their Problem 3. Your Solution
  4. 4. Solution! Lean Startup wonful But what’s wrong with this?
  5. 5. Empathy. wonful
  6. 6. Find Your Customers Customer Discovery Phase wonful Cold call non-customers first to practice Fewer shots, so more important than B2C to be prepared. ! Who to interview at a company? Economic Buyer vs User ! Frame the conversation “I’m trying to learn about the problems in the industry.”
  7. 7. Rule #1: Pull, Don’t Push Rule #2: No Ice Cream Questions Rule #3: No Leading Questions Rule #4: Past Behavior --> Future Behavior Rule #5: Actual Self vs. Ideal Self Rule #6: No Pitching Rule #7: “N of 1” is Not Proof Rule #8: No Seeding. Rule #9: Low Cognitive Load Questions Rule #10: Stories > Statements Part 1: The Rules wonful
  8. 8. So how do you get someone telling stories? wonful
  9. 9. Technique #1: “5 Why’s” Technique #2: “Tell me more.” Interviewing Tactics wonful
  10. 10. Technique #1: “5 Why’s” Technique #2: “Tell me more.” Technique #3: “Tell me about the last time...” Technique #4: “What do you mean by...” Technique #5: How are you dealing with your problem now? Technique #6: Silence is Golden Interviewing Tactics wonful
  11. 11. Very interesting… why is that important? That makes sense… I never thought about it that way before. Can you tell me more? That sounds important. I’m not sure I understand… That’s a great point. Wow / Neat / Cool / Strange / Huh Softening Statements wonful
  12. 12. Question #1: “What if they never talk about the problem I’m trying to solve?” ! Question #2: “How do I put these into a survey?” ! Question #3: Face2Face>Skype>Phone>Email>Pigeons F.A.Q. wonful
  13. 13. Because I’m working on a project… One more tip… wonful
  14. 14. Split into teams of 3. Practice time! wonful
  15. 15. Split into teams of 3. Practice time! wonful B CA Interviewer Takes notes Interviewee
  16. 16. Travel Problem topics... wonful
  17. 17. How do we organize all this information? Affinity Mapping wonful
  18. 18. Take themes from Affinity Mapping, rewrite them as insights. Insight Generation wonful
  19. 19. Rewrite insights as ACTIONABLE “How might we…” statements. How Might We… wonful
  20. 20. Choose a “How Might We” and solve it. Generating Solutions wonful
  21. 21. Desirability DVF wonful ViabilityFeasibility
  22. 22. wonful wonful consulting. Zachary Cohn Fisher Qua zaccohn@gmail.com fisher@back-loop.com 
 ! Want to learn more? www.wonful.co
 Join “Innovation At Work” www.wonful.co/newsletter

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