Template: 19 customer questions for powerful positioning

Using customer development to deeply understand customers and extract insights for your go-to-market strategy

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Positioning-by-assumption doesn’t work. When we want to build momentum, supercharge growth, and increase sales, we need real customer insight to build powerful positioning.

Sure, assumptions - the result of our experiences - are useful, a form of internalized pattern matching. But our biases, limited exposure, and and a lack of subject matter expertise often prevent assumptions from being useful in the real world.

Sometimes we can go further. We can determine inferences; conclusions we draw based on our observations. While these may begin in good faith, these (again) can often be biased and pre-determined in nature. What may start as truthful observations can quickly become layered in opinion. There are always three truths: your truth, their truth, and the real truth.

So we should aim to build evidence. Direct from your customer.

But it’s difficult to know where to start. Who do you ask? What do you ask? How do you use that information?

I’m sharing my customer development cheatsheet - 19 high-value questions designed to extract maximum insight from customer research interviews.

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