!Goal
Develop a deep understanding of a customer, how they work, their pain, where it is felt. This first customer meeting with someone is a "give-and-take", you have to give something for them to feel that it's worth a meeting. In exchange for them talking to you, you will share your problem presentation. You might carry a tape-recorder and a notebook or bring a digital camera and take pictures of the whiteboard. Your goal is NOT to [[pitch]] yor product but to validate your understanding of the problem.
!Checklist
# The most important question to ask
## What is the one thing that you want to buy
## Which leads to...
## How do you do it today (if at all)?
## How much does it cost you today?
# How do your target customers work?
## Ask them how their job/life works today.
## Ask them to describe the workflow / design flow
## Listen and understand
## Do not sell or even expain what you are doing, the goal is to understand what they are doing
# What is the biggest //pain// in how they work?
## If they could have a magic wand and change anything what they do, what would it be?
## This is the IPO question - listen carefully
## Ask 3 variants around this question
# What is the organizational impact of this pain?
## Individual?
## Departmental?
## Corporate?
## Quantify the impact (dollars, time, duration, costs)?
# What would make the customer change the current way they do things?
## Price?
## Features?
## New standard?
# If they had a product like this .... (describe yours in conceptual terms)...?
## What percentage of their time could be spent using the product?
## How mission critical is it?
## Would it solve the pain they mentioned earlier?
## What would be the barriers to adopting a product like this?
# Who do they think have similar products?
## Who else is an innovator in this space?
## Where else in their company has this been tried?
## Is anyone else inside their company trying to build this product?
# How do they learn about new products?
## Trade shows. Do they go? Do others in their company go?
## Magazines. What do they read? What do they trust? What do their bosses read?
## Sales people, who are the best?
## Who are the visionaries in the press / analyst community that they read / respect?
# Can these customers be helpful in the future?
## For the next round of conversation?
## For an advisory board?
## As a paying customer?
## Refer you to others to talk to?
!Exit deliverables
* Identical to [[Customer problem hypthesis]] exit deliverables but this time with facts.
* Updated Customer and Problem Model
          o Including workflow and proces
          o Including customer pain
          o Including the organisational impact (individual, departmental, corporate)

Part of: [[Customer Development Checklist]] - [[Customer Discovery]]
Part of book: [[The Four Steps to the Epiphany]]
bag
mbi_public
created
Fri, 03 Dec 2010 18:08:54 GMT
creator
dirkjan
modified
Fri, 03 Dec 2010 18:08:54 GMT
modifier
dirkjan
creator
dirkjan