- If I'll ask my customers what they want they will tell... But you don't. You shouldn't ask your customers what they want. You should ask what their problems are. It's not either one or another. It should be both. You start with problems and then follow up with solutions. You first need to answer why something needs to be build. Only after you need to figure out what exactly needs to be build.

1. "Faster
Horse" vs
customer development and market
research
WWW.TEST-N-TELL.COM

2. That quote
“If I had asked people what they wanted, they would have said faster horses.”
BY HENRY FORD

3. You don't!
YOU SHOULDN'T ASK YOUR CUSTOMERS WHAT THEY
WANT. YOU SHOULD ASK WHAT THEIR PROBLEMS ARE.

4. HOW DO YOU SOLVE IT
TODAY?
WHAT IS YOUR PROBLEM?WHAT DO YOU WANT?

5. Validate problems and validate solutions
WWW.TEST-N-TELL.COM
Do both!

6. WILLING TO PAY
FOR PROBLEM TO BE WORTH SOLVING IT NEEDS TO BE
PERVASIVEURGENT

7. FEASIBLE
GOOD PRODUCT IDEAS ARE
USABLEVALUABLE

8. Don't ask your customers to
design a solution for you.
Instead, learn customers
problem to design the best
solution.

9. WWW.TEST-N-TELL.COM
It's not either one
or another.
It should be both. You start with validating a problem and then
follow up with the validation of the solution.