Understanding customer decision-making

10/07/2019 09.55 - 11.25

Founding Workshop, Funding WorkshopPink StageWorkshop

It’s been a decade since Eric Ries said “the biggest cause of startup failure is building a product no one wants” – but it’s still happening to startups every day. Why? We can observe potential customers, ask good questions, and experiment in good faith, and still not understand what tips customers into deciding to buy and use.

In this workshop, we’ll talk about the misunderstandings that occur:

– I’m really excited about this solution! (but the problem isn’t that important to me)
– I’m a big-name customer, I’ll be a great reference if you just build these few things (which no one else wants, and actually I don’t really need either)
– I like to think of myself as the person who’d buy/use that! (but my past behavior patterns say something different)

You’ll practice your responses and questions through a series of exercises with your other workshop attendees. By the end of this workshop, you’ll recognize biased thinking in yourself and your potential customers, and you’ll have a list of effective questions for cutting through the noise.

Cindy Alvarez
Cindy Alvarez
Principal Product ManagerMicrosoft