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When you're building a new product, your own domain expertise can--surprisingly--prevent you from recognizing your potential customers' needs. Margo Wright, founder of Yenko, shares the customer-development approach she's used to overcome the blinders of her expertise.
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@margowright
OVERCOMING MY EXPERTISE
MARGO WRIGHT
How I Overcome my biases as an Expert to Learn From my Customers
DOMAIN EXPERTISE = STARTUP
SUCCESS?
YES
DOMAIN EXPERTISE = STARTUP
SUCCESS?
NO
RISKS OF RELYING ON DOMAIN
EXPERTISE
OVERCONFIDENCE
CONFIRMATION BIAS
MISSED INSIGHTS
FOCUS ON PROBLEM NOT “YOUR” SOLUTION
TEST ALL ASSUMPTIONS
CONDUCT WEEKLY REVIEWS
FOCUS ON
SOLVING
PROBLEM
FOCUS ON SOLVING PROBLEM
CONCENTRATE ON THE OUTCOME
1
Financial Health Monitor
CONCENTRATE ON THE OUTCOME
EXPLORE MULTIPLE
SOLUTIONS
FOCUS ON SOLVING PROBLEM
CONCENTRATE ON OUTCOME
EXPLORE MULTIPLE SOLUTIONS
CAPTURE CONTRARY
EVIDENCE
FOCUS ON SOLVING PROBLEM
TEST ALL
ASSUMPTIONS
SEPARATE FACT FROM ASSUMPTION
TEST ALL ASSUMPTIONS
SEPARATE FACT FROM ASSUMPTION
REFINE HYPOTHESES
TEST ALL ASSUMPTIONS
SEPARATE FACT FROM ASSUMPTION
REFINE HYPOTHESES
REDUCE RISK
TEST ALL ASSUMPTIONS
USE WEEKLY
REVIEWS
USE WEEKLY REVIEWS
PROBE FOR INSIGHTS
PROBE FOR INSIGHTS
LOOK FOR PATTERNS
USE WEEKLY REVIEWS
PROBE FOR INSIGHTS
LOOK FOR PATTERNS
UNCOVER BLINDSPOTS
USE WEEKLY REVIEWS
@margowright
MARGO WRIGHTFOUNDER, YENKO
getyenko.com
