How do you develop products that people will actually use and buy? This practical guide shows
you how to validate product and company ideas through customer development research—before you
waste months and millions on a product or service that no one needs or wants. With a
combination of open-ended interviewing and fast and flexible research techniques you'll learn
how your prospective customers behave the problems they need to solve and what frustrates and
delights them. These insights may shake your assumptions but they'll help you reach the ah-ha!
moments that inspire truly great products. Validate or invalidate your hypothesis by talking to
the right people Learn how to conduct successful customer interviews play-by-play Detect a
customer's behaviors pain points and constraints Turn interview insights into Minimum Viable
Products to validate what customers will use and buy Adapt customer development strategies for
large companies conservative industries and existing products
