Talking to Humans

1. Customer discovery is crucial for validating business assumptions

"Every new business idea is built upon a stack of assumptions. We agree with Steve Blank's insight that it is better to challenge your risky assumptions right at the start."

Challenge your assumptions. Customer discovery is the process of testing your business hypotheses by engaging directly with potential customers. This approach helps entrepreneurs identify and validate their riskiest assumptions early on, reducing the chances of building a product nobody wants.

Identify key risks. Start by listing out your critical business assumptions, such as your target customer, the problem you're solving, and your revenue model. Prioritize these assumptions based on their potential impact and uncertainty. Focus your customer discovery efforts on validating or invalidating these key hypotheses.

Iterate based on feedback. Use the insights gained from customer discovery to refine your business model, product offering, and go-to-market strategy. Be prepared to pivot or make significant changes based on what you learn. Remember, it's better to discover flaws in your assumptions early on, before investing significant time and resources into building a product.

2. Focus on learning, not selling, during customer interviews

"You are a detective. You are looking for clues that help confirm or deny your assumptions."

Adopt a learning mindset. When conducting customer interviews, resist the urge to pitch your product or convince the interviewee of its value. Instead, approach the conversation with genuine curiosity and a desire to understand the customer's perspective, behaviors, and pain points.

Ask probing questions. Dig deeper into the customer's responses to uncover the underlying reasons for their behaviors and decisions. Use follow-up questions like "Why is that important to you?" or "Can you tell me more about that?" to gain a more comprehensive understanding of their motivations and needs.

Listen actively. Pay close attention to what the interviewee is saying, as well as their tone and body language. Practice active listening by summarizing what you've heard and asking for clarification when needed. This approach will help you gather more accurate and insightful information while building rapport with the interviewee.

3. Ask open-ended questions to uncover customer behaviors and motivations

"Get them to tell a story."

Encourage storytelling. Frame your questions in a way that prompts the interviewee to share specific experiences and anecdotes. For example, instead of asking "Do you like our product?", ask "Can you walk me through the last time you encountered this problem and how you tried to solve it?"

Avoid leading questions. Phrase your questions neutrally to prevent biasing the interviewee's responses. Instead of asking "Don't you think our solution is better than the alternatives?", ask "How does our solution compare to others you've tried?"

Focus on past behaviors. People are notoriously bad at predicting their future actions. Instead of asking hypothetical questions about what they might do, focus on understanding their past experiences and decisions. This approach provides more reliable insights into their actual behaviors and preferences.

Examples of effective open-ended questions:

• "What challenges do you face when...?"
• "How do you currently handle...?"
• "What factors influenced your decision to...?"
• "Can you describe a time when...?"

4. Observe customers in their natural environment for authentic insights

"Sometimes the best thing you can do is sit back and watch someone's behavior."

Conduct field research. Whenever possible, observe customers in their natural environment as they interact with products or services related to your business. This approach provides valuable context and reveals behaviors that customers might not think to mention in an interview.

Use multiple research methods. Combine observation with other research techniques, such as interviews and surveys, to get a more comprehensive understanding of your customers. Each method has its strengths and limitations, and using a combination can help you triangulate your findings.

Document your observations. Take detailed notes or use video recordings (with permission) to capture your observations. Pay attention to both verbal and non-verbal cues, as well as the physical environment and any tools or products the customer uses. Look for patterns, pain points, and workarounds that could inform your product design.

Key elements to observe:

• Customer workflows and processes
• Pain points and frustrations
• Improvised solutions or workarounds
• Interactions with existing products or services
• Decision-making factors and influences

5. Use creative methods to find and recruit interview subjects

"Fish where the fish are (and not where they are not)."

Identify your target audience. Clearly define the characteristics of your ideal customer or early adopter. Consider factors such as demographics, job roles, industries, or specific behaviors that align with your product or service.

Leverage existing networks. Start with your personal and professional networks to find potential interviewees. Ask for introductions and referrals to expand your reach. Remember to seek subjects who are one or two degrees removed from your immediate circle to avoid biased feedback.

Utilize online platforms. Take advantage of social media, professional networks like LinkedIn, and online communities relevant to your target audience. Join groups, participate in discussions, and reach out to potential interviewees in a respectful and transparent manner.

Creative recruitment tactics:

• Attend industry events or conferences
• Partner with complementary businesses
• Offer incentives for participation (e.g., gift cards, product samples)
• Use targeted ads on social media platforms
• Conduct intercept interviews in relevant locations (e.g., stores, public spaces)

6. Conduct interviews in person whenever possible for better rapport

"Talking in person is by far the best approach. You can read body language and build rapport much easier."

Prioritize face-to-face interactions. In-person interviews allow for a more natural conversation flow and enable you to pick up on non-verbal cues that might be missed in remote interviews. This approach helps build trust and encourages more open and honest responses from interviewees.

Choose an appropriate setting. Select a comfortable and convenient location for your interviewee. This could be their workplace, a neutral public space, or even their home if appropriate for your product or service. Ensure the environment is conducive to open conversation and minimizes distractions.

Use video conferencing as a backup. When in-person meetings are not feasible, opt for video calls over phone interviews. Video conferencing allows you to maintain some level of visual connection and non-verbal communication, which can enhance the quality of the interview.

Tips for successful in-person interviews:

• Arrive on time and be well-prepared
• Dress appropriately for the setting and audience
• Use open body language to create a welcoming atmosphere
• Bring a notepad or recording device (with permission)
• Allow for natural pauses and reflection time

7. Look for patterns across multiple interviews to inform decisions

"Look for patterns and apply judgement."

Analyze data systematically. After each interview, review your notes and identify key themes, insights, and quotes. Use a consistent method to organize and categorize this information across all interviews.

Quantify qualitative data. While customer discovery is primarily qualitative, look for opportunities to quantify your findings. For example, track how many interviewees mentioned a specific pain point or expressed interest in a particular feature.

Recognize the limitations. Remember that customer discovery interviews do not provide statistically significant data. Use your judgment to interpret patterns and insights, considering the context and potential biases in your sample.

Methods for identifying patterns:

• Create affinity diagrams to group similar insights
• Use spreadsheets to track recurring themes across interviews
• Hold team debriefing sessions to discuss findings and interpretations
• Look for both confirming and disconfirming evidence for your hypotheses

8. Balance vision with customer feedback to refine your product

"Customer Development and lean startup techniques are some of the most powerful ways to increase your odds of success, but they are not a replacement for vision."

Maintain a clear vision. Start with a strong vision for how you want to improve the world and add value to people's lives. Use this vision as a guiding principle throughout the customer discovery process.

Iterate thoughtfully. Use customer feedback to refine and improve your product, but don't let every piece of feedback dictate your direction. Evaluate feedback in the context of your overall vision and business goals.

Distinguish between must-haves and nice-to-haves. Use customer insights to prioritize features and improvements. Focus on addressing core customer needs that align with your vision, rather than trying to accommodate every suggestion.

Balancing vision and feedback:

• Regularly revisit and refine your product vision
• Use customer feedback to validate or challenge your assumptions
• Look for opportunities to innovate beyond customer suggestions
• Be willing to make tough decisions that may disappoint some customers but serve your overall vision

9. Test assumptions with increasing levels of fidelity as you progress

"Get into the market early and begin testing your assumptions right away, starting with conversations and proceeding from there."

Start with low-fidelity tests. Begin by testing your riskiest assumptions through customer interviews and observations. These methods are quick, inexpensive, and provide valuable initial insights.

Gradually increase fidelity. As you gain confidence in your assumptions, move towards higher-fidelity tests. This might include creating mockups or prototypes, running "Wizard of Oz" experiments, or developing a Minimum Viable Product (MVP).

Measure and iterate. At each stage of testing, define clear metrics for success and track your results. Use these insights to refine your product and business model, and to inform decisions about which assumptions to test next.

Progression of testing fidelity:

1. Customer interviews and observations
2. Paper prototypes or wireframes
3. Interactive mockups or clickable prototypes
4. "Wizard of Oz" experiments (manually simulating product functionality)
5. Minimum Viable Product (MVP)
6. Fully functional product

10. Never stop talking to customers throughout your business journey

"Keep on reality-checking your hypotheses. Keep on talking to humans."

Establish ongoing customer feedback loops. Build mechanisms for continuous customer engagement into your business processes. This could include regular customer interviews, surveys, user testing sessions, or advisory boards.

Evolve your research focus. As your business grows and changes, adapt your customer research to address new questions and challenges. For example, you might shift from validating product-market fit to optimizing customer acquisition or exploring new market segments.

Encourage a customer-centric culture. Foster a company-wide commitment to understanding and serving customers. Encourage all team members, regardless of their role, to engage with customers and share insights.

Ways to maintain ongoing customer engagement:

• Implement a customer feedback portal or community
• Conduct regular customer satisfaction surveys
• Host user groups or customer advisory boards
• Invite customers to participate in product development sprints
• Encourage team members to spend time in customer-facing roles

Last updated: November 29, 2024