LUYC 085: Why You Need to Do Customer Discovery with Katelyn Bourgoin

Hello everybody! Joining me today is Katelyn Bourgoin – growth strategist and consultant. She is here to share her journey and the story behind her Customer Discovery Training course. Customer discovery is figuring out if people want what you're building before building it. Her course helps content creators know their ideal customers and what to build to accelerate their growth. Enjoy!

If you try to market to everyone, you're going to end up marketing to no one.

Episode Quotes

"Marketing is one way of thinking about growth but there are other channels that can help with growth."

"People don't believe advertising anymore, they are overwhelmed by content marketing."

"Being visible is important, but the proof is going to be in the quality of your product."

"At the end of the day the content (free or paid) needs to be valuable, and that goes back to knowing your audience."

"The idea of customer development is after launching your thing you want to make it better with the insights from your customers."

"The biggest problem for a lot of people is figuring out who to talk to."

Listen to Learn

00:13 Getting to know Katelyn Bourgoin, Rapid 5 Questions

06:38 What is a growth strategist? Katelyn's business journey

10:04 The future of growth in business - "People don't believe advertising anymore"

14:11 Overview of Katelyn's course (Customer Discovery), "Jobs to Be Done" framework

18:23 Example of JTBD - Infopreneurs vs Tech Startups

21:45 Difference between customer discovery and customer development

28:07 Various ways of getting customer feedbacks, product market fit

31:47 Customer Discovery Training Course - who is it for?

33:45 Katelyn's upcoming course for product marketers (Trigger Technique)

35:15 Customer Discovery Training Course - course goal, structure and modules

40:29 Where do people get stuck in the course? How do you support them through?

43:40 Targeting your ideal customers, why marketing to everyone won't work

47:26 Exciting things to look forward from Katelyn, website links