customer development Archives

Digital Strategy
Qualitative Marketing Research: What to Ask, Tools to Use, and How to Get It Right
I used to work as the Marketing Director of an e-shop, but there was a time of year when titles didn’t matter. Every year, the days between December 10 and Christmas were spent in the client support team. You were expected to help with the quick spike of customer requests no matter your position. I’d…
Digital Strategy
Customer Journey Mapping: How-to Guide and Free Template
“What is the most important skill a marketer should cultivate?” I got asked recently. It didn’t take me more than a heartbeat to reply. “Empathy and curiosity.” Technical skills can be learned or improved. The innate willingness to understand your audience is much harder to develop. But thankfully, some tools and methodologies can help you…
Digital Strategy
Value Proposition Canvas: What It Is and How to Use It to Know Customers Better [Templates & Step-by-Step Guide]
The Value Proposition Canvas is a powerful tool that helps you understand what value you bring and how to communicate it to your customers. It’s a deceptively simple tool but one that needs to be filled with care. I’ll show you the key steps and even share with you my go-to templates and trigger questions.
Digital Strategy
The Ultimate Guide: Jobs to be Done Interviews for Customer Development [with Templates]
Jobs to be Done is a customer development framework with great potential. Here you’ll learn the JTBD basics, my step-by-step process (together with templates you can copy) of conducting interviews, and ways you can use the insights throughout your organization.
Digital Strategy
Dan Ramsden: Designing User Experiences Requires a Balance of Humility, Curiosity, and Confidence
Dan Ramsden is the Creative Director for User experience architecture at the BBC. He designs experiences for a living. He’s quick to note, though, that everyone does that. Dan leads a team of information architects who are committed to making the BBC’s tools, content and experiences more meaningful and connected. This sounds like a hard…
Personal Development
The Best Books for Marketers: 20+ Reads for Each Stage of Your Career
At the end of the first course lecture, a hand goes up. “Could you recommend us any books to read?” A variation of this happens in each course I teach. I often tell my content marketing students that the best way to create content is to listen to your users’ questions. I decided to practice…