has been lifted on ‘segments’ and ‘targeting’ and ‘market research.’ You’ve heard these terms - and you’re pretty sure you know what they mean. And you might even think that because people get paid to think about this stuff all the time, that they’re legit.
All you have tonight are prospects. You might have some idea that it’s ‘early adopters v. mass market’ or ‘avid v. casual users’... (but that’s just code for, “we don’t know”) Instead, imagine a specific person. Then imagine 4 or 5 more specific people. “I don't write to the crowd. I try to write from one human being to another human being in the second person singular.” - David ogilvY
kind of company do they work at? What industry are they in? What would earn them a bonus? How do they define themselves? What are they trying to do? How much decision-making power do they have? What gets in their way? What keeps them up at night? What costs them time or money? How do they solve this problem today? How eager are they to solve the problem? http://www.cindyalvarez.com/lean/the-who-and-why-of-your-target-customer
at all. Some attributes will matter because: This kind of person is willing and able to experiment This kind of person is able to make decisions without approval This kind of person is willing to invest money in a solution This kind of person is aware there is a problem This kind of person doesn’t have an alternative solution This kind of person is losing money or customers because of the problem http://www.cindyalvarez.com/lean/the-who-and-why-of-your-target-customer
(but you’ll need to make a list of 50 before you start sending emails & making phone calls) Not in a “facility” or a neutral environment - try to go to their place/office/where they would buy or use stuff like you want to make. Not the perfect ‘respondent.’
top 3 issues or questions. After 5 people, start asking new questions. This isn’t about approval, or getting them to say they ‘like’ it. It’s about learning what to do next.
with this task/problem? What do they like about their current solution/process? Is there some other solution/process you’ve tried in the past that was better or worse? What do they wish they could do that currently isn’t possible or practical? If they could do [answer to the above question], how would that make their lives better? Who is involved with this solution/process? How long does it take? What is their state of mind when doing this task? How busy/hurried/stressed/bored/frustrated? What are they doing immediately before and after their current solution/process? How much time or money would they be willing to invest in a solution that made their lives easier? http://www.cindyalvarez.com/communication/customer-development-interviews-how-to-what-you-should-be-learning
these really your customers? Is their problem really painful, or their desire really strong? Does it even exist? Are they really making decisions the way you thought? What do you need to change?
team. Do you need to seek other customers that are a better fit? Do you need to rethink your positioning? What would you have to change to create value? Is it possible to give people what they want? Do you need to do something else? * You shouldn’t pivot before you’ve even iterated, duh.
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