Talking to Humans : Success starts with understanding your customers (ebook)
Author: Giff Constable with Frank Rimalovski
The art of being a great entrepreneur is finding the right balance between vision and reality. You are probably opening this book because you want to put something new in the world. That’s an incredibly powerful and meaningful endeavor. It’s also scary and extremely risky. How can you get ahead of that risk and beat the odds? Every new business idea is built upon a stack of assumptions. We agree with Steve Blank’s insight that it is better to challenge your risky assumptions right at the start. You can’t challenge anything sitting in a conference room. You have to get into the market, or, as Blank likes to say, “Get out of the building!” There are two effective ways to do this: 1. talk directly to your customers and partners, and observe their behavior; 2. run experiments in which you put people through an experience and track what happens. This book focuses on the first. The qualitative part of customer discovery is surprisingly hard for most people, partly because talking to strangers can feel intimidating, and partially because our instincts on how to do it are often wrong.
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