Customer Dev for Product Managers
If you build it, will they buy it? To be successful, you must verify that your product solves a real problem.
Don’t ask your customers what they want. Go deeper: divine what they need. How do they accomplish a given task? What is it about the process that’s tedious, inconvenient, or a time-suck? Cindy Alvarez covers the difference between customer development and usability testing, and why you must always be listening beyond what your customers say they want to drive improvement throughout the product’s life.