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CustomerDiscovery_Foundations.html
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<div style="display:none" aria-hidden=true>
<div>1. Foundations</div>
<div>presents</div>
<div>
In the world of startups where the pace of change is fast and the failure rate is high, adopting proven methodologies and processes that enable your business to progress and position you with an unfair advantage is a no-brainer.
This Customer Discovery series was created to help you harness the potential of proven methods by taking a deep dive into the topic of Customer Discovery.
Whether you are new to the work of validating your business model, or you just need a refresher, you'll find actionable information and resources to help you talk to and learn from customers.</div>
<div></div>
<div>Customer Discovery</div>
<div>Learn about the history of customer discovery and the relationship between talking to customers and the continuous innovation mindset.
</div>
<div>10 mins
</div>
<div>Using Frameworks
</div>
<div>Frameworks can really help you plan and excute Cuatomer Discovery.
In course 2 of this series, Frameworks to Support Discovery, we’ll examine the Jobs-To-Be-Done framework and the Customer Forces Canvas in some detail and show you how to use these tools to help guide your customer discovery process and address some of these challenges.</div>
<div>So, talking to customers is how you uncover problems worth solving, but let’s be honest, standing in front of customers, talking to them, observing them, and extracting insights is not that easy. In addition to not knowing how to start a conversation with customers (which we cover in “Methods to Help You Interview”), many founders are challenged by: Knowing who to interviewKnowing how to find customers to interviewKnowing how to overcome their own biasesKnowing how to get feedback or get quality feedbackKnowing how to ensure interview information isn’t lostKnowing how to recognize insights, and so, and so on…</div>
<div>Resources
</div>
<div>If you are interested in learning more about customer development and the concepts that inform the customer discovery process, we recommend the following resources:Lean Customer Development by Cindy Alverez (on Amazon)The Mom Test by Rob Fitzpatrick (on Amazon)Steve Blanks, Getting Out of the Building. 2 Minutes to See Why (on YouTube 6-min video)The Four Steps to the Epiphany: Successful Strategies for Products that Win by Steve Blank (on Amazon)The Entrepreneur's Guide to Customer Development: A cheat sheet to The Four Steps to the Epiphany by Brant Cooper (on Amazon)The Startup Owner’s Manual by Steve Blank (on Amazon)</div>
<div>FOCUS ON TOUCH POINTS</div>
<div>Focus your interview around different touch points in your product lifecycle. Use the Customer Forces Canvas to model and understand the entire buying journey from a customer’s point of view.</div>
<div>To embody continuous discovery/continuous learning, recognize that interviews don’t have to be formal, they can also be casual conversations.</div>
<div>MIX IT UP</div>
<div>FORM A HABIT</div>
<div>Develop and nurture a habit of continuous customer interviewing by:Conducting 10-20 interviews a month (or 1-2 interviews a week) in order to gain insights during the initial discovery phaseAfter problem/solution fit, shifting to 5-10 interviews a month (this is key to continuously monitoring what is changing and cultivating a culture of continuous learning)</div>
<div>Customer Discovery: Foundations</div>
<div>START >
</div>
<div><
</div>
<div>>
</div>
<div>In 1990, Steve Blank introduced a methodology for customer development that was intended to help startups and entrepreneurs improve their products' success. In his first book, The Four Steps to the Epiphany: Successful Strategies for Products that Win, Blank outlined a systematic process for guiding entrepreneurs in their search for a “repeatable and scalable business model”. The process was founded on a simple and fairly obvious idea: talk directly to your customers (or potential customers)!
Blank’s message to founders was clear: “get out of the building” and put yourself in front of customers. The outcome of this, he argued, was a direct path to validation.
</div>
<div>A Brief History of Customer Discovery
</div>
<div>Blank’s work heavily influenced and was integrated into the Lean Startup methodology, and in his second book, The Startup Owner’s Manual, Blank further refined the customer development process into the following 4 steps:
</div>
<div>4</div>
<div>State your Hypothesis</div>
<div>Pivot or Proceed</div>
<div>2</div>
<div>Test your Solution</div>
<div>Test your Problem</div>
<div>3
</div>
<div>1
</div>
<div></div>
<div>In this 3-minute video entitled Customer Discovery - How to Build a Startup, Steve Blank provides an overview of these steps and explains the importance of the cyclical process of customer discovery in validating your business model.
</div>
<div>Talking to Customers
</div>
<div>Given the range of ways we can reach out to and connect with customers, talking to customers may sound like a pretty straightforward task. In your day-to-day communication, you likely have a range of ways to connect with others, most of which are aided by technology. But, a word of caution: while technology can certainly help in verifying insights from customer interviews, technological solutions such as emails or surveys should not replace engaging with your customers directly.
</div>
<div>In this short video, Marcel Lebrun talks about the insights he gained from getting out of the building and talking to (and observing) his customers in their own environment. As you will learn, the impacts of customer discovery to his startup were crucial to its ultimate success.
</div>
<div></div>
<div>+
continuous learning</div>
<div>Continuously monitoring what is changing
</div>
<div>In Leanstack, Ash Maurya frames the work of customer discovery, positioning it as a central mechanism for cultivating a mindset of continuous innovation.
There’s a lot of “continuous” in this formula and you may be wondering what this all means for you and your time. Fear not! Ash clarifies that to adopt and embody this mindset does not mean endless interviewing. Rather, it means:
</div>
<div>continuous innovation </div>
<div>The formula:</div>
<div>continuous discovery</div>
<div>The Mindset of Continuous Innovation
</div>
<div>Baselining what you know
</div>
<div>Focus on acquiring a depth of information instead of a breadth of information (achieve this by focusing on quality interviews instead of a large number of interviews).</div>
<div>DIVE DEEPER</div>
<div>FORM A HABIT
Develop and nurture a habit of continuous customer interviewing by:Conducting 10-20 interviews a month (or 1-2 interviews a week) in order to gain insights during the initial discovery phaseAfter problem/solution fit, shifting to 5-10 interviews a month (this is key to continuously monitoring what is changing and cultivating a culture of continuous learning)</div>
<div>DIVE DEEPER
Focus on acquiring a depth of information instead of a breadth of information (achieve this by focusing on quality interviews instead of a large number of interviews).</div>
<div>FOCUS ON TOUCH POINTS
Focus your interview around different touch points in your product lifecycle. Use the Customer Forces Canvas to model and understand the entire buying journey from a customer’s point of view.</div>
<div>MIX IT UP
</div>
<div>FOCUS ON TOUCH POINTS
</div>
<div>DIVE DEEPER
</div>
<div>Explore how to best achieve this, based on recommendations from Ash Maurya.
Click on each label to learn.</div>
<div>MIX IT UP
To embody continuous discovery/continuous learning, recognize that interviews don’t have to be formal, they can also be casual conversations.</div>
</div>
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