Fluff generics, hypotheticals, and the future 3. Ideas Sometimes we invite the bad data ourselves by asking the wrong questions, but even when you try to follow The Mom Test, conversations still go off track. It could happen because you got excited and started pitching. The best way to find them is with thought experiments.
Imagine that the company has failed and ask why that happened. Then imagine it as a huge success and ask what had to be true to get there.
Find ways to learn about those critical pieces. Pre-plan the 3 most important things you want to learn from any given type of person e. Update the list as your questions change. If you have multiple types of customers or partners, have a list of each.
They will change. Just choose whatever seems murkiest or most important right now. Answer those will give you firmer footing and a better sense of direction for your next 3. You might get answers from customer A, answer 4 from customer B, answers from customer C. Pick up where you left off and keep filling in the picture. The author talks about the kind of risk in video games industry for instance. According to that, what kind of risk that industry has?
Product risk? Market risk? Respond here www. The conversations become so fast and lightweight that you can go to an industry meetup and leave with a dozen customers conversations under your belt, each of which provided as much value as a lengthy formal meeting. It works better as a chat. Asking the right questions is fast and touches on topics that people find quite interesting. You can talk anywhere and save yourself the formal meeting until you have something concrete to show.
Commitment and advancement When you fail to push for advancement, you end up with zombie leads: potential customers or investors who keep taking meetings and saying nice things, but who never seem to cut a check.
Think of it in terms of currency - what are they giving up for you? The major currencies are time, reputation, and cash. The goal of cold conversations is to stop having them. The snowball is rolling. How can you plant a flag your customers can see?
What can you offer them that will make them want to talk to you? Organize meetups Speaking and teaching Industry blogging Get clever Creating warm intros Industry advisors Universities Investors Cash in favours Choosing your customers When it comes to getting above water and making faster progress, good customer segmentation is your best friend.
Start with a broad segment and ask: Within this group, which type of person would want it most? Why does that subset want it? Read this short book! We believe this is the best and most accessible book for entrepreneurs who are seeking product market fit. And while I knew I was supposed to talk to customers, none of the books about sales or Customer Development seemed to help me figure out how to actually do it properly.
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Testimonials If you aren't sure about how to ask the "right" questions to ascertain whether there is real customer pain, the best book on the subject is called The Mom Test. Drop your email in the box below:.
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