One of the things that many people building new products and services automatically assume is that their would-be customers are curious people always on the look-out for the next big thing. But is that really the case?
Have you ever asked your customers how they find the hidden gems out there that can help them solve all their problems? Have you ever heard them explain how they actively go looking?
We have a tendency to think that everybody is always looking for something new and shiny. In many cases it is totally not the case. Which makes it important for you to avoid the temptation of building something hoping they will come. They most likely won’t – not by themselves anyway. So make sure you have a strategy for how to get them to notice you properly.
One of the things that continues to amaze me is the power of actually seeking out potential customers for solving a problem and chat to them about their experiences so far in both experiencing the problem and trying to find solutions for it.
It is easy to get an idea all by yourself. But the idea – or better yet; the theme in which your idea resides – gets so much extra power by actually meeting and listening to the real experts: Those experiencing the problem.
The exercise itself is really simple: Figure out who you need to meet, set up some meetings or chats for coffee etc, show up, ask a few questions and LISTEN. I guarantee you will leave much smarter. And you will be able to channel all that insight directly into whatever it is that you’re doing, if you choose to. And yes; you should.
The other day I sat down with one of our investments to discuss their potential future direction. It was an interesting and productive session with some key questions arising during the conversation. One of those discussions was around who the customer actually is?
If you’re developing a B2B solution, is your customer the company, you want to sell to, or the person(s) actually making the buying decision? The answer has huge implications. Because it has a big bearing on how you frame your value proposition, how you go to market and what you need to do to close deals and show value after the purpose.
My general opinion is that the more you can focus on the one customer – the actual person – the better. The more you try to put a value proposition together for companies and teams, the more watered down it risk being because you have to fit too many different needs into just a single box. When you focus on just Customer #1, you can be really razor-sharp. And that is exactly what you need.