Common traps to look out for
- Asking the wrong questions. Ask people about their past and current actions and problems, not to predict their future behaviour.
- Settling for a "nice to have" reaction from early customer discovery. Instead, search for a big problem and solution.
- Not having enough conversations. You need to start new conversations until clear patterns and themes emerge.
- Selling a vitamin, not a painkiller. Painkillers are a “need to have”. while vitamins are a “nice to have”. Classic painkiller products include Google search and Mailchimp. Vitamins include Google Glass and CNN+.
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