Decoding Your Customers
summary
Claims concrete ways to find real wants: past and present behavior predict future within ±5%, so ask about what people do today and last year not what they aspire to. Techniques include five-whys, procedural walkthroughs, role-playing as teacher, and pair interviews with note-taking. Don’t demo first to avoid anchoring; ask “if this existed how would life change” to surface value. Teams building developer tools run A/B tests, record starting assumptions, and iterate only on validated problems.
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chapters (28)
- 0:00Intro
- 0:32Everyone owns a brain
- 1:52Cognitive biases
- 2:36What do we do
- 3:55What are people doing today
- 6:48Cognitive dissonance
- 7:42Embrace the uncomfortable belief
- 9:01Keep digging
- 10:04Confirmation bias
- 10:25The classic cartoon
- 11:18Dont ask yesno questions
- 16:00Anchoring
- 17:33Ask general questions
- 19:39Choice supportive bias
- 20:43Procedural questions
- 21:45Teachers
- 23:07Projection Bias
- 24:22People invent the present
- 25:40Social desirability
- 26:44Asking the right questions
- 28:35Do you speed
- 29:39Ask for the impossible
- 32:02Biases
- 32:28Hindsight Bias
- 33:11Write Down Your Starting Assumption
- 34:07Work with a Partner
- 36:59Share What You Learn
- 38:59Thank You
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