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Customer Discovery
Customer Discovery “is all about questioning your core business assumptions.” (Brant Cooper, author of The Lean Entrepreneur)
Performed correctly, Customer Discovery is a customer-centric, scientific process that puts evidence behind an assumed product-market fit:
- Observing and defining a phenomenon (problem or market need)
- Developing a hypothesis about a solution to the problem (business idea)
- Conducting an experiment to test the hypothesis (getting “out of the building”)
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The 4 Steps of Customer Discovery
- Define a Hypothesis: Form a hypothesis that defines both the problem & the solution. A way to frame this is to fill in the following sentence: My idea solves [insert problem] by [insert solution].
- Define Your Assumptions: In the hypothesis, you are some assumptions about the idea: The problem is actually a problem. The solution will actually solve the problem. The market has this problem are are willing to pay.
- Ask (Good) Questions. Target people who you believe could be potential customers.
- Evaluate & Refine: Incorporate what you’ve learned & repeat the process
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Good Customer Discovery Questions
Customer Discovery questions are open-ended & nonspecific. You are letting the customer lead the conversation & tell you about their struggle. Example questions:
- Tell me how you currently do _____________________.
- How is that process working for you?
- If you could do anything to improve your experience with ___________________, what would it be?
- What’s the hardest part about ______________?
- What do you like/dislike about ______________?
Pay attention to the words, attitude or tone of voice. They can reveal huge insights.
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Customer Discovery Hypotheses
Different kinds of hypotheses reflect different stages of your Customer Discovery journey:
- Problem Hypothesis: Validate the problem you’re looking to solve. Is it an actual problem? What’s the scope of it? Why does the problem exist?
- Solution Hypothesis: The solution to a problem you’ve identified. Does it actually solve the problem in the customer’s eyes?
- Price Hypothesis: Is it feasible? Can it generate revenue? Are customers willing to purchase?
- Go-to-Market Hypothesis: How will distribution work? How will users find your product?
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IDEAS CURATED BY
Life-long learner. Passionate about leadership, entrepreneurship, philosophy, Buddhism & SF. Founder @deepstash.
Vladimir Oane's ideas are part of this journey:
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