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    Entries in customer development (2)


    Talk to the Nice People - Insight Interviews

    In my previous post "What Customers Are You Creating?" we talked about creating customer persona - a picture of one representitive group of our customers - so we would start noticing these people out in the world. Isn't that good enough? Haven't we "gotten down" the people we're designing for? It's time to get to work - right?

    Nope. If we're using the concepts of lean startup and UX, the next thing we want to do is "get out of the building" to test those hypothesis. In this case, we're going to have to get out and "talk to the nice people."

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    What customers are you creating?

    One tool that we use in customer development is to create a "persona" that provides us a snapshot or archetype for the people we think are our customers. I like to think of them as my "people prototypes." What is deeply counter-intuitive about this process is that it requires us to create a very specific fictitious person - 1 individual who is "representative" of a group of people out in the world with similar needs, behaviors and sometimes attributes.

    It's also important to create an appealing person - one who stays with us and who we begin to care about in our product development.

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