April 2015
Beginner to intermediate
296 pages
6h 18m
Japanese
Content preview from リーン顧客開発 ―「売れないリスク」を極小化する技術
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.
197
197
8.3 顧客の言葉こそ売り込みに効く
ど）が補われてしまったら、自分たちのステータスであるメリット（特権性
や高級感）は失われてしまうからだ。
これは 150 年前に、すでに顧客開発のテクニックが実践されていた証拠
です。
もちろん、コダックを例に使ったのは偶然ではありません。コダックは幸
先の良い始まり方をしたにもかかわらず、過去数十年に渡って自滅的な道の
りを歩みました。1975 年、コダックの技術者スティーブン・サスンが最
初のデジタルカメラを発明しましたが、収益性の高いフィルムカメラ事業を
中断してまでこの新技術を追求しようとはしませんでした。コダックは結
局、2012 年に破産手続きを申請するにいたりました
†
。
8.3
顧客の言葉こそ売り込みに効く
熱狂的な顧客の言葉には、他の顧客も敏感に反応するものです。顧客が使う言葉
は、マーケティングチームが使う言葉と異なります。顧客は機能についての話はしま
せん。顧客は、製品によって得ているメリットや、製品を使うときの感情、その製品
が何を置き換えたか、製品を使うことで生活や仕事がどう変わったかについて話をす
るのです。こうした言葉は他の顧客に心地良く聞こえます。
Leancamp
の創設者サル・ヴィラーニは、顧客に次の
3
つの重要な質問をします。
•
あなたは、わたしたちの製品を他の人に勧めますか？
•
勧める場合、その相手は誰ですか？
•
その相手に話している状況を想像してください。あなたは製品をどのように
説明していますか？
†
コダックはデジタルカメラ技術を事業化しなかっただけでなく、消費者が写真をインタラクティブに楽し ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.