Transcription

The measure of the usefulness of an early customer conversation is whether it gives us concrete facts about our customers' lives and world views. These facts, in turn, allow us to improve our business.

Our original idea looked like this: old people like cookbooks and iPads. Therefore, we will build a cookbook for the iPad. It’s generic. There are a thousand possible variations of this premise.

With an idea this vague, we can’t answer any of the difficult questions like which recipes to include or how people will hear about it. Until we get specific, it always seems like a good idea.

After just one conversation (with our mom, of all people), we have a higher fidelity vision. We now see that there are at least 2 specific customer segments we might serve, each of which needs a slightly different product. We’ve also identified some major risks to address before we commit too heavily.

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