customer-discovery

What this skill does

# Customer Discovery

> Systematically validate your business hypotheses before building anything. Master Steve Blank's Customer Development methodology that became the foundation of Lean Startup and YC's approach.

## When to Use This Skill

- **Starting a new venture** to avoid building something nobody wants
- **Before writing a line of code** to validate problem-solution fit
- **Pivoting decisions** to systematically test new directions
- **Early-stage fundraising** to prove market validation
- **Product roadmap planning** to prioritize based on validated customer needs
- **Entering new markets** to understand unfamiliar customer segments

## Methodology Foundation

| Aspect | Details |
|--------|---------|
| **Source** | Steve Blank - "The Four Steps to the Epiphany" (2005) |
| **Core Principle** | "No business plan survives first contact with customers. Get out of the building." |
| **Why This Matters** | Startups fail because they build products nobody wants. Customer Discovery replaces guessing with systematic learning before you run out of money. |


## What Claude Does vs What You Decide

| Claude Does | You Decide |
|-------------|------------|
| Structures content frameworks | Final messaging |
| Suggests persuasion techniques | Brand voice |
| Creates draft variations | Version selection |
| Identifies optimization opportunities | Publication timing |
| Analyzes competitor approaches | Strategic direction |

## What This Skill Does

1. **Documents business hypotheses** - Turns assumptions into testable statements
2. **Designs validation experiments** - Creates tests that can prove you wrong
3. **Structures customer conversations** - Gets real insights, not false positives
4. **Evaluates problem-solution fit** - Determines if you should proceed, pivot, or stop
5. **Creates learning roadmap** - Prioritizes what to validate first
6. **Tracks validation progress** - Maintains evidence-based decision making

## How to Use

### Start Customer Discovery for a New Idea
```
I'm starting customer discovery for [business idea].
Help me document my hypotheses and design validation experiments.
Use Steve Blank's Customer Development methodology.
```

### Evaluate Customer Discovery Progress
```
Here's what I've learned from [X] customer interviews: [summary]
Evaluate my progress against Customer Discovery criteria.
Should I proceed, pivot, or go back to more interviews?
```

### Design a Validation Experiment
```
I need to validate this hypothesis: [hypothesis]
Design a Customer Discovery experiment to test it.
What would prove it true? What would prove it false?
```

## Instructions

When helping with Customer Discovery, follow Steve Blank's systematic approach:

### Step 1: Document Your Business Model Hypotheses

```
## Business Model Canvas Hypotheses

Before talking to customers, document what you BELIEVE to be true.
These are GUESSES until validated.

### Customer Hypotheses
| # | Hypothesis | Confidence | Evidence |
|---|------------|------------|----------|
| C1 | Our target customer is [WHO] | Low/Med/High | [None yet] |
| C2 | They have this problem: [WHAT] | Low/Med/High | [None yet] |
| C3 | The problem is severe because [WHY] | Low/Med/High | [None yet] |
| C4 | They currently solve it by [HOW] | Low/Med/High | [None yet] |

### Value Proposition Hypotheses
| # | Hypothesis | Confidence | Evidence |
|---|------------|------------|----------|
| V1 | Our solution provides [BENEFIT] | Low/Med/High | [None yet] |
| V2 | Customers care about [FEATURE/OUTCOME] | Low/Med/High | [None yet] |
| V3 | We're differentiated by [UNIQUE VALUE] | Low/Med/High | [None yet] |

### Channel Hypotheses
| # | Hypothesis | Confidence | Evidence |
|---|------------|------------|----------|
| H1 | We can reach customers through [CHANNEL] | Low/Med/High | [None yet] |
| H2 | Customer acquisition will cost [ESTIMATE] | Low/Med/High | [None yet] |

### Revenue Hypotheses
| # | Hypothesis | Confidence | Evidence |
|---|------------|------------|----------|
| R1 | Customers will pay [PRICE] | Low/Med/High | [None yet] |
| R2 | Revenue model: [TYPE] | Low/Med/High | [None yet] |
| R3 | Lifetime value: [ESTIMATE] | Low/Med/High | [None yet] |
```

**Critical Rule:** You don't have a business until these hypotheses are validated with real evidence from real customers.

---

### Step 2: Prioritize What to Validate First

```
## Hypothesis Prioritization Matrix

Prioritize by RISK and IMPACT:

| Hypothesis | If WRONG, Impact | Current Confidence | Priority |
|------------|------------------|-------------------|----------|
| [H1] | Fatal/Major/Minor | Low/Med/High | P1/P2/P3 |
| [H2] | Fatal/Major/Minor | Low/Med/High | P1/P2/P3 |

### Priority Rules:
- P1: Fatal if wrong + Low confidence → Validate FIRST
- P2: Major if wrong + Low/Med confidence → Validate SOON
- P3: Minor if wrong OR High confidence → Validate LATER

### Your P1 Hypotheses (Validate These First):
1. ________________________________
2. ________________________________
3. ________________________________

These are your "leap of faith" assumptions.
```

---

### Step 3: Design Validation Experiments

```
## Experiment Design Template

### Hypothesis Being Tested:
"We believe [CUSTOMER SEGMENT] has [PROBLEM] and would [BEHAVIOR]."

### Experiment Type:
- [ ] Customer Interviews (Problem Discovery)
- [ ] Solution Interviews (Solution Validation)
- [ ] Landing Page Test (Demand Validation)
- [ ] Concierge MVP (Solution Validation)
- [ ] Smoke Test (Demand Validation)

### Success Criteria:
**Validated if:** [Specific, measurable outcome]
**Invalidated if:** [Specific, measurable outcome]

Example:
- Validated: 8+ of 10 customers describe this exact problem unprompted
- Invalidated: Fewer than 5 of 10 mention this problem

### Sample Size:
- Minimum: [Number] customers
- Target segment: [Description]

### Data to Collect:
1.
2.
3.

### Timeline:
- Start: [Date]
- End: [Date]
- Go/No-Go Decision: [Date]
```

---

### Step 4: Conduct Customer Discovery Interviews

```
## Customer Discovery Interview Framework

### PHASE 1: Problem Discovery (First 5-10 interviews)

**Goal:** Understand the problem space, NOT pitch solutions

**Interview Structure:**
1. **Context** (5 min): Their role, background, day-to-day
2. **Problem Exploration** (15 min): Deep dive into the problem area
3. **Existing Solutions** (5 min): What they use today
4. **Impact** (5 min): How the problem affects them
5. **Wrap-up** (5 min): Referrals, next steps

**Key Questions:**
- "Tell me about your biggest challenge with [area]..."
- "Walk me through the last time you dealt with [problem]..."
- "What solutions have you tried? What worked/didn't work?"
- "How much time/money does this cost you?"
- "If this magically disappeared, what would change?"

**DO NOT:**
- Pitch your solution
- Ask leading questions
- Talk more than 30% of the time
- Ask "would you use/pay for..."

### PHASE 2: Solution Discovery (Next 5-10 interviews)

**Goal:** Test if your solution addresses validated problems

**Only proceed to Phase 2 if:**
- [ ] You've talked to 10+ potential customers
- [ ] Clear problem patterns emerged
- [ ] Problems are severe and frequent enough
- [ ] Customers are actively seeking solutions

**Solution Interview Structure:**
1. **Recap** (3 min): Confirm the problem you heard
2. **Solution Demo** (10 min): Show concept/prototype
3. **Reaction** (10 min): Their honest feedback
4. **Commitment** (5 min): Would they try/buy/refer?

**Key Questions:**
- "Does this solve the problem you described?"
- "What's missing?"
- "What would you pay for this?"
- "Would you be willing to pilot this?"
- "Who else should see this?"
```

---

### Step 5: Evaluate Results and Decide

```
## Customer Discovery Scorecard

### Problem Validation

| Criteria | Threshold | Your Result | Pass? |
|----------|-----------|-------------|-------|
| # of interviews completed | 10+ | | Y/N |
| % who confirmed the problem unprompted | 70%+ | | Y/N |
| Problem severity (1-10