How-To: Customer Interviewing to Create Successful Products
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Building a successful new product and brand is an incredible experience. Startups all over the world are tackling new opportunities, 100-year-old corporations are investing millions in the next big thing...yet time and time again, talented people build products that never succeed.
"I've seen so many startups struggle and build something that no one wants wasting precious time and resources. I'm going to force entrepreneurs to take this course so that they end up building something the customer needs the first time around!" - John Peterson
At the core of all successful products and marketing is knowing who your customers are, what they need, and why they need it. And you won't get the answers to these make-or-break questions by having a bunch of meetings within your company — you get them from talking to your customers!
In fact, two hours of customer interviews can literally save you 6 months of building the wrong thing.
You learn who your customers are, what they need, and why they need it. You learn what to build, and what not to build. You're marry your vision with customer understanding to hit the sweet spot.
People know this, but few actually do interviews…
We created this course specifically to answer those questions. I've worked with and trained hundreds of product teams from venture backed startups, to accelerators such as TechStars, to corporate innovation labs and product teams.
Knowing how to effectively interview potential customers is key, and if you work with products or want to enable product success, I'd like to cordially invite you to take a straight and to-the-point dive into Customer Interviewing for New Product/Brand Success. See you in the course!
P.S. Here's what past students have had to say:
"This tactical approach to validating demand for a new product/service is arguably the best resource I've come across when it comes to refining my practice of "lean startup" principles." - Rob Caucci
"I've worked with many startup teams and using the interviewing methods outlined in this course, we've been able to make decisions on how to move forward with our product based on actual evidence versus our assumptions." - Andrea Luxenberg
"I've attended Sam's workshops in NYC, and this course captures his exact style: direct, informative, actionable. I love having all this content at my fingertips now." - Steve Dean
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|Section 1: Introduction|
Who I am
How to Get the Most Out of This Course
|Section 2: Startup Traps|
Can vs Should TrapPreview
Being Human TrapPreview
QUICK ANNOUNCEMENT: Getting the most out of the course and helping me help you
|Section 3: Building a Business not a Startup|
Be The Maserati
Defense vs OffensePreview
Lean Startup Defined
Number One Priority
|Section 4: Stages of Customer Validation|
Four Stages Overview
Concierge case studyPreview
Now You're a Business
|Section 5: Data vs Vision|
Henry Ford was right
The Sweet Spot
Christopher Columbus Story
Swiffer & Uber Case StudiesPreview
|Section 6: Exercise 1: Customer Persona|
What makes up a customer
Businesses with multiple customer segments
|Section 7: Exercise 2: Customer Journey Mapping|
|Section 8: Exercise 3: Identifying Assumptions & Creating Learning Objectives|
Functional & Emotional Assumptions Exercise
Value Proposition Map
|Section 9: What Makes Interview Questions Great|
Most important things to keep in mind
Question Analysis & Breakdown Exercise
|Section 10: Exercise 4: Question Creation|
|Section 11: Best Method for Running Effective Interviews|
Other things to be aware of
|Section 12: Best Tools for Collecting & Analyzing Data|
Where do they stay?
|Section 13: Finding Interviewees|
How do you find anyone’s email address
How do you frame the ask
Starting a conversation offline
When is enough interviews & statistical significance
|Section 14: Once You’ve Done the Interviews AND BEYOND|
Using the data to inform decisions & more
Sam Hysell graduated college a year ago, and has already been able to create his own business where he's able to do what he loves and travel the world while doing so.
Before starting his own business, Sam was flown around the world to teach aspiring entrepreneurs how to build successful new businesses by applying the lean startup methodology. Today he helps corporations be more innovative using the same tactics and runs a boutique content marketing agency.