If you only remember one thing from this session, remember this:

This is what we talked about in the class:

Expertise (& “Expertise trap”)

The big questions here:
– What don’t they know?
– “How is it possible that they don’t know THIS!?” – THAT IS YOUR NICHE IF YOU ARE TARGETING BEGINNERS.
– The psychology of educating the customers in the basic level of your idea.

Practical Empathy

Understanding that the customers are not like we want them or predict them to be. They don’t know what we know, they are not as educated, motivated and eager to use our products/services as we would hope. And… they will use them as they see fit.
If you haven’t read “This is Marketing” by Seth Godin – make sure you do that asap!

How we create it vs how people use it #1

Mercedes Benz

How we create it vs how people use it #2


Create with the outcome in mind

The most important question that the customers will ask themselves: what’s in it for me?
However, there are many perspectives when it comes to the desired outcome. And also, there can be a distinction between what you want to give them vs what they want to buy.

The big questions here:
– What do your customers want? Do they have more than one aim with your idea? What do they “really” want?
– Is your communication clear enough to make sure that they will get exactly what they want from your idea?
– Is your perspective fully focused on “what’s in it for them?”

Customer journey

What I want you to remember from this part of the lecture is that there are two customer journeys:
The one in relation to the “thing”
The one in relation to you.

The big questions here:
– Where are you ideal clients on their customer journey in relation to the “thing”?
– Where are your ideal clients on their customer journey in relation to you? Do you need to speed this one up, and if so, how would you do it?

And speaking on willingness to change…

Thinking in “article numbers”

Important for your own sanity (so that you can separate yourself from the idea if it, for some reason, doesn’t work).
But also easier for the customers to understand what they are getting.
Here we also talk about: “Done For You”, “Done With You”, “Do It Yourself”.

The big questions here:
– What “article numbers” are you providing?
– Do you have DIY, DFY, DWY in your portfolio? Would you benefit from having all three types?
– What parameters decide whether an “article number” stays or goes? (establishing this beforehand can help you let go of an idea that isn’t right)


P.s. The e-book “bibiks idébibel” is (here), free to download.
(it’s OK to run it through a translation app and to share the link with others!)