Book description
How do you develop products that people will actually use and buy? This practical guide shows you how to validate product and company ideas through customer development research—before you waste months and millions on a product or service that no one needs or wants.
With a combination of open-ended interviewing and fast and flexible research techniques, you’ll learn how your prospective customers behave, the problems they need to solve, and what frustrates and delights them. These insights may shake your assumptions, but they’ll help you reach the "ah-ha!" moments that inspire truly great products.
- Validate or invalidate your hypothesis by talking to the right people
- Learn how to conduct successful customer interviews play-by-play
- Detect a customer’s behaviors, pain points, and constraints
- Turn interview insights into Minimum Viable Products to validate what customers will use and buy
- Adapt customer development strategies for large companies, conservative industries, and existing products
Publisher resources
Table of contents
- Praise for Lean Customer Development
- Foreword
- Preface
- 1. Why You Need Customer Development
- 2. Where Should I Start?
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3. Who Should I Be Talking To?
- How Can I Find Customers Before I’ve Even Built a Product?
- The Importance of Earlyvangelists
- Three Things That Motivate People
- How Can I Find My Customers?
- How Should I Conduct My Interviews?
- Following Up
- Interview Troubleshooting
- Next Step: Get Ready for Customer Development Interviews
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4. What Should I Be Learning?
- Get Started with These Customer Development Questions
- Customers Don’t Know What They Want!
- What You Should Be Listening For
- Next Step: Get Ready to Do Your Customer Development Interviews
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5. Get Out of the Building
- The Practice Interview
- To Record or Not to Record?
- Taking Great Notes
- Immediately Before the Interview
- The First Minute
- The Next Minute
- Keeping the Conversation Flowing
- Tangents Happen
- Avoiding the Wish List
- Avoiding Product Specifics
- Going Long
- The Last Few Minutes
- After the Interview
- Get Out (Now!)
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6. What Does a Validated Hypothesis Look Like?
- Maintaining a Healthy Skepticism
- Keeping Organized Notes
- Rallying the Team Around New Information
- How Many Interviews Do You Need?
- What Does a Validated Hypothesis Look Like?
- Now What?
- 7. What Kind of Minimum Viable Product Should I Build?
- 8. How Does Customer Development Work When You Already Have Customers?
- 9. Ongoing Customer Development
-
A. Questions That Work
-
Questions for Any Customer Development Interview
- Tell me about the last time you ___
- If you could wave a magic wand and change anything about how you [perform this task], what would it be?
- What tools do you use for _____?
- When you started using [tool], what benefit were you expecting?
- How often do you do _______? Let’s say, how many times in the past month?
- When this occurs, how much additional time or money does it cost you or your company?
- Who else experiences this problem?
- When you do (or use) ______, is there anything you do immediately before to prepare?
- Would you be willing to help us by participating in user research or beta testing?
- Questions for an Existing Product
- If It Works, Keep Asking It
-
Questions for Any Customer Development Interview
- Index
- About the Author
- Copyright
Product information
- Title: Lean Customer Development (Hardcover version)
- Author(s):
- Release date: May 2014
- Publisher(s): O'Reilly Media, Inc.
- ISBN: 9781449356354
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