21 terms

The Mom Test - Flashcards

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Why do you bother?
get from perceived problem to real problem, get you to motivation
What are the implications of that?
distinguishes b/w i will pay to solve that problems and that's kind of annoying but i can deal with it problems
Talk me thru the last time that happened.
Anchoring to behavior, learn thru their actions not opinions. Also walking thru their full workflow answers many questions in one fell swoop (who do they talk to? constraints? other tools?)
What else have you tried?
Shows what are they doing now to fix it, or if is it a non problem. Always ask about what they currently do now.
How are you dealing with it now?
Gives you a price anchor for their current alternative solutions
Where does the money come from?
Helps you figure out who holds the purchasing power
Who else should I talk to?
End every conversation like this, it can lead to multiple intros.
Three types of bad data to avoid in conversations
Compliments, fluff (generics, hypotheticals, the future), ideas.
Three types of fluff.
Generic claims (usually, always, never), future tense promises (will, would), hypothetical maybes (might, could). Defeat them by anchoring to concrete facts, behavior.
How should you deal with ideas, emotions, feature requests?
Dig into the motivations, the whys. Find the root cause, why they bother, what they're doing about it.
Always ask important questions. What makes a question important?
An important question has the potential to completely destroy your current imagined business. e.g. if the problem is actually painful to them. You're searching for the truth, not trying to be right.
Why are lukewarm responses like "um, I'm not so sure about that" and "that's pretty neat" the best?
Because they are a crystal clear signal that the person just doesn't care. Move on.
What are you big goals and priorities right now?
This question digs into what's important to them.
What is the difference between product risk and market risk?
Product risk is: can I build it? Can I grow it? Will they keep using it? Market risk is: do they want it? Will they pay? Are there enough of them? Some products (like extremely technical ones and video games) are pure product risk. The more product risk you have, the less you'll be able to prove thru conversations alone, and the earlier you'll have to start building product, and less certainty than if you had pure market risk.
Why should you always have 3 mom test questions ready?
You'll never know when a serendipitous encounter might happen, so always pre-plan the 3 most important things you want to learn from any given type of person.
How do you know you're being too formal?
If it feels like they're doing you a favor by talking to you, it's probably too formal. Talk to people when you meet them.
How long should meetings take?
15 min at most, it's quick to find out their goals/priorities and important problems. 30+ min for sales meetings where you already have something (see SPIN selling)
What should you leave every meeting with?
Leave every meeting with a commitment or a rejection, advancement to the next step. No maybes, no compliments. A commitment doesn't have to be money, it can be time (e.g. giving feedback on wireframes, being a beta user), reputation (e.g. intros), too. The more commitments, the more serious they are.
How should you frame emails/calls to ask for a conversation?
vision (don't mention idea), framing (where you're at), weakness (what you need help with), pedestal, ask
Don't go into discussions looking for customers, it creates this needy vibe. Instead, go in with:
Go into discussions in search of industry and customer advisors.
How do you do the process of Customer Slicing?
Start with a broad segment, ask yourself questions about: would everyone in the group buy it or not, who wants it most in the group, why do they want it, what other types of people have these motivations. If some groups are generic, keep slicing. Then, look at groups' behaviors, figure out where to find them, what they already do to solve. Now, decide on a group based on: profitability, easy to reach, rewarding for us to build a business around.
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