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7 In Customer Discovery, The Questions Are The Answer

Name: 7 In Customer Discovery, The Questions Are The Answer
Uploaded: 2023-08-18T20:49:48+00:00
Duration: 54 s
Channel: Bob London
Description: In this talk, Bob London emphasizes the importance of approaching customer discovery with a structured toolkit of 16 "disruptive" questions. He advises…

18 Aug 2023 · 1 min

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In this talk, Bob London emphasizes the importance of approaching customer discovery with a structured toolkit of 16 "disruptive" questions. He advises starting with the first question and letting the conversation guide the selection of subsequent questions, rather than asking all 16 at once. The questions are organized into three progressive groups: (1) inquiries about the customer's business, challenges, and priorities; (2) questions about the customer's role, organization, and personal perspective; and (3) a final set that seeks feedback on the vendor’s performance. All questions are deliberately phrased in the customer's language to foster transparency, authenticity, and a customer‑centric dialogue. London positions the questions themselves as the answer to effective discovery, providing a practical framework for uncovering deep customer insights.

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It's really important to start with a list of questions and think of these as a toolkit. These questions are the way to get customers to open up. And I've published this list of 16 disruptive questions that people can access by getting in touch with me through various methods. They are the keys to the mind of the customer. You don't ask all 16. You start with the first one and see where they go, and then you can decide which one to ask next and so on. And there are different types of questions at the beginning of the conversation, asking the customer about their business, big picture, literally their company's challenges and priorities And then there's a set of questions about the customer and their world, their job, their organization. And then finally, there's a set of questions like, hey, well, let me ask you about us. How are we doing? The ability to establish transparency and authenticity with the questions. The questions are all worded in a way that they speak on the customer's terms, not our terms as vendors. They're not about us. The questions are the answer, right, to the whole thing.