Rock The Interview: Advanced Customer Development Skills

Rocking The InterviewMust Have CustDev Expertise: Advanced Interview Skills

Jonathan IrwinManaging DirectorNeo San Francisco

[email protected]@jonathanirwin

Mike LongLead Product DesignerNeo San Francisco

[email protected]@mblongii

Wednesday, December 11, 13

mailto:[email protected]




is 88 people.54 engineers.16 designers (like Mike).5 product people (like me).and some overhead.

We advise.And we build products.


What do you mean you didn’t talk to the

customer?!


Who is my customer?


Sketch Personas

helps you focus on talking to the right people

creates a focus on solving real problems

are easy to change as you learn & adapt


Where do I find them?

Coffee shops

Lurking: on the street, in a location, online...

@MeetUps

Craigslist: Jobs/Etc.

Existing Customers

Brainstorm with your team...

anywhere. just find them

1st Degree Networks

LinkedIn Mining


What am I trying to learn?Is there a need or opportunity?

Is this a problem worth solving?

Do people value my solution?

Is my solution usable?


How do I do it?


1. A focus group is not an interview - one customer at a time.

2. Prepare your goals, questions, & tactics ahead. Avoid monologuing.

3. No pitching.

4. No ice cream questions.

5. Disarm politeness training.

6. Get psyched to hear things you don’t want to hear.

7. Say it back. Repeat.

8. You need to talk to at least 6 customers before trends emerge.

9. You want qualitative data (stories), not quantitative data (numbers).

10. Ask about past behavior (actual) vs. future predictions (ideal).

11. Interview results aren’t proof, they’re a signal.

Interview Skills & Rules. We take it to 11


Got it?



There are a sh!t ton of people @leanstartup this year. I wish there was a better way to connect with other people like me, with the types of problems I have, so we could share stories and advice.

---Or, experiment with any problem you’ve observed @leanstartup.

A Problem We Observed


Who is my customer?


Who is my customer? Sketch a persona

Name & Sketch Behaviors

Problems Goals


Let’s share.


What am I trying to learn?


Is the problem worth solving? Make a problem interview.

Common ProblemsThis is a problem statement(Priority [ ] | Pain: low, medium, high) | How I solve this today:

This is another problem statement.(Priority [ ] | Pain: low, medium, high) | How I solve this today:

This is a third problem statement.(Priority [ ] | Pain: low, medium, high) | How I solve this today:

This is a blank problem the customer can fill in.(Priority [ ] | Pain: low, medium, high) | How I solve this today:

This is a blank problem the customer can fill in.(Priority [ ] | Pain: low, medium, high) | How I solve this today:

Name: Email Address:Referrals:Notes:

new problems the customer tells you

about

problems you think the customer has


Is the problem worth solving? Run a problem interview.

“Hey, I’m [name], and I’m working on a project to help conference

attendees connect and collaborate. Do you wish it was easier to

connect and share ideas with other attendees like you? [smile]

---

Yes? Awesome, here we go / No? Okay, thanks. [smile]


Is the problem worth solving? Analyze a problem interview.

Do the problems really exist?

Are the problems commonly experienced?

Are the problems severe?

Are there problems you didn’t anticipate?

Is this the right customer?

Take an opportunity to refine your persona.

Should you Kill / Pivot / Persevere?


The problem is worth solving!

this is the moment to reflect and analyze.


What do customers really need?

Expressed Need Implied Need Latent Need


What am I trying to learn?


Do customers value my solution? Write out your value prop.

My product is a better way to

---

With my product, you can

and

and

and


Do customers value my solution? Make a solution interview.

Solution

“My product is a better way to connect with conference attendees more like

you. With my product, you can:

- Make your profile.

- Connect with other people like you @ your events.

- Create meeting times/places @ the event.

- Link peoples LinkedIn profiles.

- Ask & respond to questions from other users like you.”

What value does this have for you?: A lot! | meh | none

Would be interested in trying out an early release?: no | yes

Have you paid for products like this in the past: no | yes - How much?

Name:

Email Address:

Referrals:

Notes:

the solution you’re testing

could be a phrase, sketch, or

paper prototype. Add fidelity

as you decrease uncertainty.


Is the problem worth solving? Run a solution interview.

“Hey, I’m [name], and I’m working on a project to help conference

attendees connect and collaborate. Do you wish it was easier to

connect and share ideas with other attendees like you? [smile]

---

Yes? Awesome, here we go / No? Okay, thanks. [smile]


Kill, pivot, or persevere?


• 11 skills & rules for interviewing customers.

• Sketching personas for customer empathy.

• Problem interviews to determine a problem worth solving.

• Solution interviews for finding a solution your customers value.

What We Covered


Now you’re dangerous.


More Reading:

http://en.wikipedia.org/wiki/Empathic_design

http://practicetrumpstheory.com/2011/08/customer-development-getting-started/

http://leananalyticsbook.com/scoring-problem-interviews/

Jonathan IrwinManaging DirectorNeo San Francisco

[email protected]@jonathanirwin

Mike LongLead Product DesignerNeo San Francisco

[email protected]@mblongii

Join us for a DrinkUp5:30 tonight

717 Market Street.

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Rock The Interview: Advanced Customer Development Skills