| Hi Shaper ✌️
Welcome to this week's edition of INFUZED on Product.
By now, it is widely agreed upon that you have to talk to customers if you want to build a successful product.
There is a secret twist to customer discovery & interviews that is often overlooked:
"The Most Valuable Insight In Customer Discovery"
When talking to customers, we often look for their problems (hey, we can solve those with our product!), their wants (hey, we can use this for marketing), and what they like about our product (hey, we need some confirmation to keep going).
These are all great, but...
What is even more valuable are their objections! Why wouldn't they buy / use our product? Those answers are insanely rich in information. They reveal our blindspots and what we didn't really consider or address yet.
To make matters worse, we often discount or even discredit their objections as "they just don't get it" or "they're obviously not our target customer".
Collect objections. Then you have two options to go with them:
Option 1: Act upon them. Build a feature that addresses the objection. Address the objection in your marketing.
Option 2: Ignore. Even though the information is so rich, you still need to evaluate whether acting upon those insights aligns with your mission & strategy. (Yes, some people really are not the ideal customer and you shouldn't waste your time accommodating those.)
Go talk to more people and poke into their objections. Don't be afraid of them, they are valuable and they don't reject you or the product. They are just objections. A chance to get better.
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