EPISODE 33: HOLDING EXECUTIVE SESSIONS

There is allot here to unpack, so I am going to move quickly. The goal is to validate everything done to date and this is the end of the Research and the beginning of Design Phase.

Topics:

• Selecting the right customer - A review
• Part of a fast growing industry and/or market
• Unsatisfied or neutral about the current offer purchased
• Willing to help design a solution for them?
• First Meeting
• Share the big picture - who you are, what you are trying to accomplish as a company - create a desire to be affiliated
• Focus on the offer - why this offer, what you have researched and learned to date - surprise and intrigue with your understanding
• Overview: Physical characteristics, What does the Offer Do, What additional Value does it provide
• Schedule Second Meeting - allow the customer to share and discuss internally and create a second meeting to capture their requirements
• ​Second Meeting
• ​Restate the objective for the meeting - what new offer are you building to solve which customer problem
• Work with the group to fine tune the offer's goal - what problem will it solve
• Inquire about the positives and negatives of the offer currently being purchased
• Create a list of customer needs; ensure you capture both what it must do (results) and what will make it user-friendly
• Request volunteers to help in the design and build process
• Schedule third meeting for gaining closure on the list
• Third Meeting
• Prior - clean the list and rework into your design process
• Share your list for agreement
• Solicit participants for Focus Groups