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Talking to Humans: Success Starts with Understanding Your Customers by Giff Constable

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Screwing Up Customer Discovery

So how do people screw up customer discovery? Here are a few anti-patterns:

 

1. You treat speculation as confirmation

Here are some question types that I don’t like — and if you ask them, you should heavily discount the answer: “would you use this?” “would you pay for this?” “would you like this?”

I can’t say that I never ask these questions, but I always prefer behavioral questions over speculation.

As contrast, here is a behavior-focused interaction: “Tell me about a time when you bought airline tickets online.” “What did you enjoy about the process? What frustrated you about the process?” “What different systems or methods have you tried in the past to book tickets?”

 

2. You lead the witness

Leading the ...

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