Saying You Need to Talk to Customers Is Obvious but Not Helpful
Saying You Need to Talk to Customers Is Obvious but Not Helpful
There are layers of complexity behind it.
Saying “you need to talk to customers” is cheap startup advice. It’s obvious but not helpful.
Seek invalidation, not just validation
Founders often set out with the intent to seek validation for their products.
Rather than invalidation. They excitedly share their concept, then get into defensive mode about how they're better than their competitors when people ask about their point of differentiation and viability.
I see this happen online all the time. Founders fail to see the mention of competition only proves there's a problem in the market; the invalidation of your current product is what will help you pivot to build the right solution.
When people are asking you questions, it's an opportunity to better understand the problem you're solving. More humility, less ego.
Care more about the truth than your ego
Approaching people to do Product Discovery chats can feel daunting. Or worse, humiliating. Who likes being ignored? Who enjoys having their concepts invalidated?
It's one of the primary reasons why founders I've met shy away from research before building their products. (There's also not knowing how to ask the right questions, but that's a different topic.)
Try reframing this activity: You're reaching out to learn about the people you want to serve. You're doing this to learn about the truth; whether your startup can be viable or not.
While context is important, it’s often better to refrain from talking about your product. It's like Sales without the selling, something I've been learning over the past year. Along with the million other hats a founder needs to wear.
"The whole process is a kind of dance with curiosity." Highly recommend reading Paul Graham's article on "How to Do Great Work". Highly recommend reading Paul Graham's article on "How to Do Great Work", especially if you're taking the leap to do your own thing this year or looking for a career change.
Build relationships with domain & subject matter experts
The best type of customer interviews is with ICPs who don't expect an incentive. They're passionate about their craft. They listen to what you have to say with keen interest, and it feels like a conversation rather than an interview. You shouldn't solely talk to this type of potential customer, but they're the domain and subject matter experts you'd want to build close relationships with.
"Interesting!" is what I want to hear the least in an interview. If I don't sense immediacy - e.g. asking follow-up questions and expressing interest in using the product in its current state, am I building the right thing to solve the right problem at the right time?
Try to include Pricing questions
Pricing questions are tricky but important. If no one within your ICP feels the pain enough to pay (even though they see the need), then your product will always remain a passion project, not a business.
Shout out to Elias, who inspired me with the saying, "Building products is easy. Commercialisation is hard."
You’re also competing with alternatives
Learn about your customer's alternatives, not just your competitors. If they don't see the need or feel the pain for your category as a solution, they wouldn't be using your competitors anyway.
The biggest competitor for many of the products I've worked on is the customer not making a purchase decision. Of all the aspects mentioned above, I'm most fascinated by this one. Market the category first, and market your product after.
Talking to (potential) customers is an art of its own, but it's also a skill you can acquire through practice.
Until next time,
Josiah