SaaS Generation brought me to Santiago, Chile to run the first all day workshop of their program.

1. Digital Innovation
+
Strategic Planning
WonfulConsulting
www.wonful.co

2. What problem are you trying to solve?
Who is your target customer (who has
this problem)?
How are you trying to solve it?

5. Plan for the day
Highly interactive
4 sections:
Customer Analysis
Interview Focus
Customer Outreach
Strategy Work
A break every 2 hours or so

6. Who am I?
Entrepreneur, Consultant, Shitty Developer.
Startup Weekend Employee + Organizer + Facilitator
Nordstrom, Microsoft, State ofWashington, DARPA,
Hyatt,Techstars
Founder:Wonful, Amazing Airfare, Hacker News
Seattle Meetup.
A (very) brief background

8. What is everything you could do
to kill your company?

9. Which of these things
are you doing today?

10. How can you stop yourself
from doing those things
(both now, and in the future)?

11. If you have customers…
List and analyze them. Create personas.
Who are they?
Where are they from?
If B2B: How big is their company? (In revenue? In employees?)
What is their job title?
What stage is your relationship with them:
Stalker
New relationship
Established relationship
Trusted relationship
Waning relationship.

12. If you don’t have
customers…Create personas of potential customers.
Who do you think they are?
What are their characteristics?
Why do you think they’ll want to buy your product?
List people/companies that fit these personas.

13. Empathy.

14. How do you know when you’ve ignored,
neglected, or “fallen out of empathy”
with your customers?

15. What do you do to maintain a
connection with them?

16. What makes that hard to do
all the time?

17. Are there any people or companies that
seem to be able to do this effortlessly?
What do they do?

18. What will your next steps be?

19. Debrief time:
What did you learn? How will you apply
it moving forward?

20. <break>

21. Customer Interviews

22. Part 1:The Rules
Rule 1: Pull, Don’t Push

23. Part 1:The Rules
Rule 1: Pull, Don’t Push
Rule 2: No Leading Questions

24. Part 1:The Rules
Rule 1: Pull, Don’t Push
Rule 2: No Leading Questions
Rule 3:Actual Self vs. Ideal Self

25. Part 1:The Rules
Rule 1: Pull, Don’t Push
Rule 2: No Leading Questions
Rule 3:Actual Self vs. Ideal Self
Rule 4: Past Behavior is the Best Indicator of Future Behavior

26. Part 1:The Rules
Rule 1: Pull, Don’t Push
Rule 2: No Leading Questions
Rule 3:Actual Self vs. Ideal Self
Rule 4: Past Behavior is the Best Indicator of Future Behavior
Rule 5: No Pitching

27. Part 1:The Rules
Rule 1: Pull, Don’t Push
Rule 2: No Leading Questions
Rule 3:Actual Self vs. Ideal Self
Rule 4: Past Behavior is the Best Indicator of Future Behavior
Rule 5: No Pitching
Rule 6: “N of 1” is not proof

28. Part 1:The Rules
Rule 1: Pull, Don’t Push
Rule 2: No Leading Questions
Rule 3:Actual Self vs. Ideal Self
Rule 4: Past Behavior is the Best Indicator of Future Behavior
Rule 5: No Pitching
Rule 6: “N of 1” is not proof
Rule 7: No Seeding.

29. Part 1:The Rules
Rule 1: Pull, Don’t Push
Rule 2: No Leading Questions
Rule 3:Actual Self vs. Ideal Self
Rule 4: Past Behavior is the Best Indicator of Future Behavior
Rule 5: No Pitching
Rule 6: “N of 1” is not proof
Rule 7: No Seeding.
Rule 8: Low Cognitive Load Questions

30. Part 1:The Rules
Rule 1: Pull, Don’t Push
Rule 2: No Leading Questions
Rule 3:Actual Self vs. Ideal Self
Rule 4: Past Behavior is the Best Indicator of Future Behavior
Rule 5: No Pitching
Rule 6: “N of 1” is not proof
Rule 7: No Seeding.
Rule 8: Low Cognitive Load Questions
Rule 9: Stories > Statements

31. Part 2: InterviewTechniques
Technique 1: “Tell me about the last time…”

32. Part 2: InterviewTechniques
Technique 1: “Tell me about the last time…”
Technique 2:The 5 Why’s

33. Part 2: InterviewTechniques
Technique 1: “Tell me about the last time…”
Technique 2:The 5 Why’s
Technique 3: “Tell me more…”

34. Part 2: InterviewTechniques
Technique 1: “Tell me about the last time…”
Technique 2:The 5 Why’s
Technique 3: “Tell me more…”
Technique 4: “What do you mean by…”

35. Part 2: InterviewTechniques
Technique 1: “Tell me about the last time…”
Technique 2:The 5 Why’s
Technique 3: “Tell me more…”
Technique 4: “What do you mean by…”
Technique 5: How are they dealing with the problem
now?

36. Part 2: InterviewTechniques
Technique 1: “Tell me about the last time…”
Technique 2:The 5 Why’s
Technique 3: “Tell me more…”
Technique 4: “What do you mean by…”
Technique 5: How are they dealing with the problem
now?
Technique 6: Silence is golden.

37. Part 3: FAQ
Question 1:What if they never talk about the problem
I’m trying to solve?
Question 2: How do I put these into a survey?
Question 3:What’s the best way to conduct these
interviews?

38. Practice time!
Interviewer
Interviewee
Notetaker

39. We need a volunteer!

40. Interview scheduling.

41. <break>

42. Purpose and Principles.
Why are they important?
How do you know you have good ones?

44. Core Protocols
Decider Protocol
Inclusiveness
Law ofTwo Feet
Pass
Yes, and…
Expansion vs Narrowing
Protocol Check
Do or do not, there is no try.
Examples

45. Core Protocols
Build your own.
Examples

46. Kanban
Body text

47. Strategy Development
Critical Uncertanties

48. Strategy Development
Critical Uncertanties

49. Strategy Development

50. Founder Questions

51. Founder Questions
What does a successful outcome for
your business look like to you?
Why is that outcome important to you?
How long would you be happy working
on this business?

52. Debrief
I like…
I wish…
What if?

53. Digital Innovation
+
Strategic Planning
WonfulConsulting
www.wonful.co