Steve Blank, author of The Four Steps to the Epiphany, describes an incident in poor product development in a Huffington Post article. He talks about how many people who are starting up a company distribute their customer surveys and interview people on the street, but fail to use discernment. Not everyone wants the same thing, and not everyone is your target client. First you must know what type of customer you want to have, and then design the products and pricing for that set of people. In addition to this, you must possess discernment about which customer’s ideas’ to listen to and which are not effective in your business plan. Simply interviewing a random selection of people and designing your product so that it pleases everyone will result in short-term success and then a sudden fallout.
Steve Blank describes how you need to understand which people to listen to, and what you should be listening to from them. Not everyone has the best idea or knows what they want, and this type of internal skepticism can save you a great deal of money and prototypes down the line. You must learn to think skeptically and take all opinions with a grain of salt.
Blank also talks about learning why you listen to some customers and not others. It is great to know what to do and which answers are most likely to help you out in your customer development strategy, but you won’t learn the game until you learn why all of this is true.
Smart business development is not just about having all of the answers. It is about recognizing answers when they come to you. You do not need to do all of the work. You simply need to recognize willing laborers when you meet them. Discernment is a difficult enough process without bringing in outside factors like alcoholism and drug addiction. These will cloud your judgment even further. Thankfully, a good strong employee drug and alcohol testing program will help you in this. It will enable you to keep your employees clear headed and discerning all day long. Call CMM Technology today: (+61) 1300 79 70 30.