Understand Your Customer

Answer five key questions to define the customer you serve and why.

What you’ll learn in this chapter

1  The five questions you need to ask (and answer) about customers and their needs—before you endeavor to create a solution.

2  How to use powerful but simple frameworks to define your target customers, including the ways in which they address their own needs today and your risks and assumptions about them.

3  How to devise compelling value propositions and differentiation statements that communicate the benefits of your solution to your prospective customers.

First, Understand Your Customers and Their Needs

Stop. Before you define requirements for (or further implement) your product solution or feature set, ...

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