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How do you balance customer feedback with your own vision and intuition for your lean startup?

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Customer feedback is essential for any lean startup that wants to create products or services that solve real problems and deliver value. But how do you know which feedback to listen to and which to ignore? How do you avoid being swayed by the loudest voices or the most flattering opinions? How do you stay true to your own vision and intuition while being open to learning and iterating? In this article, we'll explore some tips and strategies for balancing customer feedback with your own vision and intuition for your lean startup.

本文章的要点总结

Diverse feedback sources:

Gather insights not just from current customers but also from potential customers, industry experts, and fellow entrepreneurs. This broadens your perspective and helps balance feedback with your vision.
Actions over words:

Prioritize feedback based on customer actions, such as product usage and purchases. Actions reflect genuine need or interest, providing a clearer guide than verbal encouragement alone.

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1 Validate your assumptions

Before you seek customer feedback, you need to have a clear idea of what assumptions you are testing and why. A lean startup is based on the build-measure-learn cycle, which means you need to define your hypotheses, build a minimum viable product (MVP), measure the results, and learn from the data. Customer feedback is one of the ways you can measure and learn, but not the only one. You also need to use quantitative methods, such as analytics, experiments, and surveys, to validate your assumptions and track your key performance indicators (KPIs).

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Eric Caba?as

I turn ideas into profitable B2B businesses | Digital Project Manager | 7+ years of experience
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As an entrepreneur, you aim to base your solutions on facts rather than personal opinions. Therefore, it's crucial to gather as much data from competitors and customers before making significant decisions that could impact the evolution of your solution. The easiest, most affordable, and quickest way to do this is by interviewing customers or potential customers to understand their pain points and needs.

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Patrick Morselli

COO | Founder | Ex-WeWork, Ex-Uber
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When validating assumptions, it’s great to have a neutral voice in the group. A product manager is typically this neutral voice because they often don’t come with the assumptions and the intuition of the founders. Sometimes, when founders’ conviction about a product or feature is very strong, the experiments end up being run in a way that can’t help but confirming their assumptions. It’s not just running a test - it’s also how and what test you’re running.

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2 Segment your customers

Not all customers are equal. Some are more likely to buy your product, use it frequently, refer it to others, or provide constructive feedback. Others may be less engaged, less satisfied, less loyal, or less helpful. You need to segment your customers based on their behavior, needs, preferences, and feedback patterns. This will help you identify your early adopters, your most valuable customers, your detractors, and your potential customers. You can then tailor your feedback methods, channels, and questions to each segment, and prioritize the feedback that matters most for your product development and growth.

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3 Use different feedback methods

Customer feedback can be collected in various ways, such as interviews, focus groups, user testing, reviews, ratings, surveys, polls, feedback forms, social media, forums, blogs, emails, chats, or phone calls. Each method has its own advantages and disadvantages, depending on your goals, resources, and customer segments. For example, interviews and user testing can provide rich and detailed feedback, but they are time-consuming and require skilled facilitators. Reviews and ratings can provide quick and easy feedback, but they may be biased or incomplete. Surveys and polls can provide quantitative and structured feedback, but they may have low response rates or poor quality. You need to use a mix of feedback methods that suit your needs and objectives, and that allow you to collect both qualitative and quantitative feedback.

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Patrick Morselli

COO | Founder | Ex-WeWork, Ex-Uber
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Remember that the best feedback is always about actions, for example using or paying for a product counts much more than describing it as potentially useful or interesting. That’s because often users would want to be encouraging and will evaluate the product in terms of “I wouldn’t use this, but I know people that would”, which is in itself an unproven assumption.

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4 Analyze and synthesize feedback

Once you have collected customer feedback, you need to analyze and synthesize it to extract meaningful insights and actionable recommendations. You can use various tools and techniques, such as coding, categorizing, sorting, filtering, scoring, ranking, clustering, or visualizing feedback data. You can also use frameworks and models, such as the Kano model, the Jobs to be Done theory, the Net Promoter Score, or the Customer Effort Score, to evaluate and prioritize feedback. The goal is to identify the common themes, patterns, trends, gaps, pain points, needs, wants, expectations, and emotions that emerge from customer feedback, and to link them to your assumptions, hypotheses, MVPs, KPIs, and value proposition.

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5 Experiment and iterate

Customer feedback is not a one-time event. It is an ongoing process that requires constant experimentation and iteration. You need to use customer feedback to inform your decisions, but not to dictate them. You need to test your ideas, measure the results, learn from the data, and make changes accordingly. You also need to validate your changes with new or existing customers, and collect more feedback. You need to keep this cycle going until you find product-market fit, which means that your product satisfies a strong market demand and delivers value to your customers.

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Patrick Morselli

COO | Founder | Ex-WeWork, Ex-Uber
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The best teams can run these tests in cycles of two weeks. The speed at which a startup can learn is key to its success. Decide how much feedback you need to gather before you feel comfortable taking a decision.

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6 Trust your vision and intuition

Customer feedback is valuable, but it is not infallible. Customers may not always know what they want, what they need, or what they will do. They may have conflicting opinions, hidden agendas, or unrealistic expectations. They may also change their minds over time, or be influenced by external factors. You need to listen to your customers, but you also need to listen to yourself. You need to trust your vision and intuition, which are based on your expertise, experience, passion, and creativity. You need to balance customer feedback with your own vision and intuition, and use them as complementary sources of information and inspiration for your lean startup.

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Aan Sriyani, CFP

Podcast Host | Amplifying Business Leaders' Voice in Change and Real Sustainability Action | Business Connectors | Business Advisors
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Listen to your customers, but don't be afraid to disagree. Just because a customer asks for something doesn't mean that it's the best thing for your product. Get feedback from a variety of sources. Don't just rely on feedback from your customers. Talk to potential customers, industry experts, and other startup founders.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you balance customer feedback with your own vision and intuition for your lean startup?

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1 Validate your assumptions

2 Segment your customers

3 Use different feedback methods

4 Analyze and synthesize feedback

5 Experiment and iterate

6 Trust your vision and intuition

7 Here’s what else to consider

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