Homework #4 Part 1 - Read/Watch

In Module 1, we started exploring and writing down our hypotheses for what problem we want to address with our innovation and who is involved. In this module, we will expand on that work and begin the all important process of Customer Discovery. Customer discovery is the iterative process of deciding what our key hypotheses are and then interview key stakeholders to collect data and confirm (or deny) our initial assumptions. This process is the heart of the course. It is essential to get out of the building and ensure you understand the problem(s) these key customers are trying to solve from THEIR perspective. Until you have validated and prioritized your understanding of the problem(s) that matter most to them and how they currently solve this problem, you won't be able to assess the "fit" of your proposed solution or its differentiated value from current options. The 30 interviews you complete during this course should be focused on understanding the problem and the current status quo of how your stakeholders currently solve that problem. The graphic below shows the three areas that every innovator needs to consider:

  • Technical feasibility - As a technologist, you are likely the most familiar and comfortable with the technology development and de-risking process.
  • Stakeholder desirability - Understanding all the different people and perspectives involved in the problem you are trying to solve. How motivated are they to change? Why do they want to change?
  • Economic viability - Can you generate enough money to sustain and grow the impact of your innovation? Will the eventual market value be large enough to justify the monetary investment needed to realize the opportunity?

Three Bubbles of Innovation.jpeg  

WARNING: It is very easy for technology innovators to get the progress on technical feasibility way out in front of their knowledge of stakeholder desirability, and economic viability.  Knowledge in all three areas should progress together.

Lectures

This first video gives an introduction and summary of the Customer Discovery process.  Lots of tips, tricks, and problems to watch out for as well as how to get and conduct interviews.

 

The second video does a deeper dive on "What should I ask?" Great tips on how to approach a problem interview that avoids the common issues that people often struggle with in the beginning.