Customer Discovery and Validation

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1. 1

   Starting Customer Discovery

   • What Customer Discovery Is and Why It Matters
   • Key Words: Hypothesis, Segment, Evidence and Fit
   • Writing Your First Assumptions
   • Planning Your Discovery Work
2. 2

   The Discovery Mindset

   • Getting Out of the Building
   • Defining and Finding Your Customers
   • Reaching Out and Booking Conversations
   • Respecting People: Consent, Privacy and Honesty
3. 3

   Customer Interviews

   • Running the Interview
   • Interpreting What You Hear
   • Preparing an Interview Guide
   • Taking Notes and Organising Findings
4. 4

   Other Ways to Learn from Customers

   • Observing Customers at Work
   • Using Surveys Correctly
   • Learning from Information That Already Exists
   • Testing with Simple Prototypes
   • Finding Out What Customers Will Pay
5. 5

   Experiments and Evidence

   • Designing Experiments
   • From Validation to Building
   • Running Your First Experiment Step by Step
   • Recording Results and Decisions
6. 6

   Putting Discovery into Practice

   • Case: A Cleaning Service for Clinics
   • Case: Praised but Not Used
   • Case: Discovery Inside a Large Organisation
   • Avoiding the Most Common Discovery Mistakes
   • Your Discovery Plan for the Next Thirty Days