Whiteboard Wednesday: Techniques for Getting Customer Stories

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If I had asked people what they wanted, they’d have said a faster horse. -Henry Ford

What people don’t realize is that Henry Ford wouldn’t have stopped there. Next, he’d have asked “Why?”

When creating a new product, misunderstanding your customer and their needs can break your business – and the bank. Talking to your customers is the best way to ensure you’re hitting the mark, but how do you do this effectively?

Wanting faster horses is a statement about a problem — to understand the problem, you need the significance behind the statement. So how do you move beyond yes or no questions and shallow responses? How do you hear about your customers real problems?

Stories are best for this, but getting your customer to tell you them can be tricky.

Today, Kav covers a few best practices for drawing meaningful stories out of people.

The Rules:
1) “Tell me about the last time…”
2) “Yes, and…”
3) The 5 Why’s.
4) “Tell me more about that.”
5) “What do you mean by…”
6) How are you dealing with the problem now?
7) Silence is golden.

To download the accompanying handout for this video, check out https://www.liffft.com/documents/CustDev-Interviews.pdf

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