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Adoption of innovations depends on their ability to persuade people to ‘switch’. Customers don’t just buy a product — they switch from something else. Christian will introduce a simple framework and a quick customer interview technique to help product managers, designers and innovators better leverage the few drivers and blockers that drive sales and churn. It will help you improve the odds customers ‘switch’ your way.
You will learn:
To improve product definition by reframing your competition and requirements through the lens of the customer.
The 4 forces of progress that drive or block people to switch from one product to another: Push, Pull, Anxiety and Habit. By prioritising feature definition on these forces, you can increase the odds that the switch goes your way.
A practical interview technique to uncover these forces and the few important factors that drive customer purchase decisions, insights that most companies never bother to dig up.