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2. Stress Test You Idea for Desirability

Question

Are your customers willing to buy your solution?

Tip

Customers don't care about solution, but about achieving desired outcomes

https://www.algambenelux.be/blog/blog/the-evolution-in-the-music-industry source

The Customer Force Model

https://www.leanfoundry.com/articles/the-backstory-behind-customer-forces-stories source

  • Customers feel a problem so urgently that they are already acting to address it employing unsatisfactory existing alternatives (status quo)
  • Customers experience a Trigger Event that makes them switching from the old way to the new one
  • This triggering event is a violation of the expectations. Namely the old way (i.e. the existing alternatives) is no longer good enough to get the job done
  • The trigger event is a motivation to look for a better way (PUSH)
  • You promise a new better way (PULL) to give to your customer the desired outcome
  • Your customers will choose your new way, leaving the old consolidated one (INERTIA) if and only if, your new way is undisputedly better in getting the job done.
  • Once chosen, your customers will get on the way if and only if, they will not perceive significant obstacles during the usage (FRICTION)

Test your idea for desirability