Is this a good summary of how to find out and draft the feature set of a product customers will want to use? ⤵️
The most important thing to keep in mind is that you should never assume you know what your customers want or need. Whenever you’re in doubt, do not try to remove that doubt using untested assumptions.
To know what customers want and need, you must walk in their shoes. You do this by observing them and talking to them.
When observing customer behaviour, simply record what they do. You’ll see patterns in their behaviour and you’ll be able to derive hypotheses about why they are doing the things they do.
When talking to (potential) customers,do not ask about their desires and reasons for using a product. What they will tell you is only the tip of the iceberg. Your goal is to discover the outcome that customers want to achieve with their actions. Test your hypotheses.
Chances are they won’t be able to tell you right away, so you need to be inquisitive and keep probing. Go for the underlying reasons. Be naïve, don’t presuppose and always ask why people do the things they do. Adopt a childlike curiosity.
When you have found out what the outcome is that customers desire, design your product attributes around helping your customers achieve it better (cheaper, faster, more satisfyingly, …).
Follow this approach and you'll have drafted the feature set of a product customers will want to use.
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