Where most effort is wasted.
WHY IT MATTERS
Most failed products solved a problem that did not exist or did not matter enough.
WHAT TO ESTABLISH
Who has the problem How often it occurs What it costs them What they currently do about it What they have already tried
WHY THE COST TO THEM
It determines what they will pay.
WHAT TO ASK
What happens now when this occurs.
WHY
The current solution defines the alternative.
WHAT TO ESTABLISH
Whether the problem is worth solving to them.
HOW
Whether they have spent money or effort on it already.
WHY THAT TEST
Stated interest is unreliable; prior expenditure is evidence.
WHAT TO AVOID
Asking whether people would buy something.
WHY
People say yes to hypothetical products, consistently and misleadingly.
WHAT TO ASK INSTEAD
About their actual experience, in the past.
WHAT QUESTIONS WORK
Tell me about the last time this happened What did you do What did it cost you Have you looked for a solution What did you find
WHY THOSE
They concern behaviour rather than intention.
WHAT TO LISTEN FOR
Problems described with frustration Money already spent Effort already invested
WHAT TO DISCOUNT
Enthusiasm Suggestions about features Agreement that something would be nice
WHY
They cost nothing to give.
WHAT TO ESTABLISH
Whether enough people share the problem.
WHY
A real problem affecting too few people is not a business.
