Getting to Know Your Customer Better: Think See Feel Do

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Из курса от партнера University of Virginia

Innovating with the Business Model Canvas

28 оценки

University of Virginia

Innovating with the Business Model Canvas

28 оценки

Have you ever gotten really excited about reading or writing a business plan? You might have started out excited, but I’m going to bet you didn’t stay that way. Let’s be honest- business plans are boring and mostly ignored. The beauty of the one-page Business Model Canvas is that it drives meaningful focus. It helps us organize our ideas and have better discussions by forcing specificity and bringing linkages between key business drivers to the foreground. Innovation requires one hand being very focused on a fundamental need or problem while the other hand quickly tests different solutions. For this, the Business Model Canvas is very innovation friendly: It's a lot easier to tweak the model and try things with something that's sitting on a single page In this course, you’ll learn key tools from the worlds of design thinking and Lean Startup to approach the Canvas with thoughtfulness, focus, and above all a test-driven approach to business model innovation.

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Focusing for Profitability and Growth

How do you avoid the distractions that keep companies from innovating their way to organic growth? The best recipe is a hyper focus on finding product/market fit and scaling it. Fortunately, the Canvas is a great way to create that focus. We’ll start the course by looking at the jobs you do for customers and how your particular propositions drive revenue. We’ll also look at how you link those with focused customer journeys to keep these customer-centric linkages healthy and growing.

Getting Started with the Canvas2:25

Making the Canvas Work for You: Your Role4:41

Making the Canvas Work for You: Product Phase4:00

Meet Enable Quiz2:25

Creating a Testable Product/Market Fit5:48

Knowing Your Customer5:09

Getting to Know Your Customer Better: Think See Feel Do4:15

Knowing What Propositions to Test6:08

Creating Testable Propositions3:15

Testing Your Propositions8:04

Познакомьтесь с преподавателями

Alex Cowan
Faculty & Batten Fellow
Darden School of Business

When it comes to personas,

your first job is to humanize them.

And can you think of five real world examples?

Are they anchored in things you've observed or can go out and observe?

And your second job is to focus and

operationalize them in your particular area of interest.

One great tool to do this is THINK, SEE, FEEL, DO.

What about those those things in your particular area of interest?

And I will use Helen or could Hank the HR manager

from the Enable Quiz example he kind of talk about this.

Think is the rational point of view that your persona has about your area of interest.

In the case of Enable Quiz,

the big job is bringing in technical talent and the job that Enable Quiz is

interested in doing is kind of one subjob of that which is screening technical talent.

And what might Helen think about this area.

We would ask her a question like "tell me

the top five hardest things about bringing in good technical talent."

We might ask her "Tell me about how are

things now versus how would you like them ideally to be",

because we really want to get at the tension if it exists between that because

if there isn't such tension then

the opportunity for a product is a little bit questionable.

Helen might think that there is tension because now we just

don't spend enough time on recruiting and we all agree that we should.

So, there's a dissonance there,

and that is something if they in fact hear that without

leading them to sort of say that meaning if Enable Quiz

leads the subject who represents Helen the HR manager to a general question

about how are things now with

recruiting or even just screening candidates versus how would they ideally be,

then they know that that's good.

She may say, "We really just don't get enough specifics about

the job descriptions and then

the candidates end up not understanding what the job is about,

and there are surprises when there shouldn't be down the road. "

Those are all things that we might hear and observe in this THINK.

Then we have SEE.

And this is whatever the persona thinks,

how did they get that perspective?

What things do they read?

What people do they talk to?

What events do they observe that leads them to think what they think?

And so this could be really different in Helen's area,

it might be talking to her peers,

or just reading about what is going on in HR tech companies,

or just observing what goes on at the company.

FEEL, feel if you're new to this,

is probably the weirdest one,

but this is if we want our user or a customer to do something important,

we need to understand the emotional resonance of this particular activity,

and the way to get to this for instance with the subject is not to ask and "Hey,

tell me about your feelings" that would be too weird.

The way to ask them is to talk about a specific example like, "Hey,

tell me about the last open position that you filled,

tell me about the things that happened with the candidates."

We get this example, we talk about it we detail it,

and then maybe you can ask,

"What was that like, how did you feel?"

That's the kind of one example of how you might get

actual data back on this to create a good persona.

And then finally, DO.

This encompasses a couple of things.

One, it just encompasses the basics of what our persona does in this area,

how many open positions is Helen or Hank fill every

year for the company that Enable Quiz is going to sell this thing to?

How many candidates do they normally interview for each of those jobs?

We want to get at that stuff to sort of understand the sort of

boundaries and the size of the activity that we're going to address.

And then along with this is all the things that she

actually or he actually does to screen the candidate,

move them through the recruiting process.

This is, I realize,

a very brief introduction to persona. It's a really important area.

If you're interested, there are some written tutorials and

other references in the resources section

that you can check out if you want more depth on this.

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