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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36
3 章 誰と話をすべきか？
3.1.1
顧客はなぜ話をしたがるのか？
顧客を見つけるノウハウの詳細に入る前に、そもそも顧客はなぜ、見たことも聞い
たこともない計画段階の製品のために、進んで時間を割いて話をしてくれるのでしょ
うか？
そんな顧客がいることを額面通りに信じる人はいません。みんな忙しい毎日を過ご
しているのです。テレマーケティングや広告やスパムを毛嫌いしているため、顧客開
発をしようと顧客にアプローチしても、同じように嫌われてしまうと考えるのも、無
理からぬことです。
進んで話をしてくれる人（それも有用な人）がいると信じるには、相手を理解する
事から始める必要があります。
3.2
エバンジェリストユーザーの重要性
探し出したいのは、熱心で情熱的な顧客です。言い換えれば、課題を解決したいと
強く思っている人たちのことです。
それは「アーリーアダプター」と呼ばれる人たちではありません。いつも真っ先に
最新機器を買い求め、新製品を誇らしげにまわりに見せびらかせて、高度な機能を使
いこなすことを楽しんでいる人ではないのです。アーリーアダプターは、何であって
も新しいものに意欲的です。そのため、仮説の有効性を検証するのには向いていない
のです
†
。
探したいのは「課題に直面しその解決を試みている人」です。これらの人々はアー
リーアダプターとは違う人種で、特にテクノロジー好きなタイプでも、新しいものを
積極的に取り入れようとするタイプでもありません。これらの人々はただ「解決すべ
き課題を抱えている」のです。
別の見方をすれば、もっとも激しい痛みに苦しんでいる人が適任なのです。 ...
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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.