But before you build and grow a product-led business, you need to first take a step back to understand your users. Because ultimately, knowing and understanding your users' motivations and anxieties is the foundation of delivering value to your end users.
In this course, you will:
Ramli John:
Now before you go, there's just two more things you should know. First one is segmentation is conversion steroids. As you move towards a freemium or free trial or a hybrid approach, whatever that model is that you're going to implement, one thing to keep in mind though, is it's okay and it's actually encouraged, if you have multiple product lines and you serve multiple segments that you create separate user success canvas for each of those customer segment. Because they'll have different customer jobs. For example, for Intercom, I would have a different user access canvas for the revenue team versus maybe they have a product right now for a support team to respond to current customers. Their goal might be to reduce churn. So that would be a different user success canvas.
Ramli John:
And maybe for another thing for product team, where they want to get feedback for the products that would be another user success canvas. Because that's a different customer job for. Second thing right now, all of this is a hypothesis, right? This is something that hasn't been validated. Sure, if you have the sales team that they have inputted on this, they've added information, there is more validation, there's more confidence. But really at the end of the day, what we want to encourage you, what I want to encourage you this to continue to validate your hypothesis.
Ramli John:
I really love this quote from Steve Blank. He said, "Cheating on customer development or audience research is like jumping out of a plane and cheating on your parachute packing class." I jumped out of a plane before. And Wes, I heard has jumped out of plane many, many, many times. And you don't want to cheat on packing your parachute, especially if you're in your backup parachute. Because if you do that, that's very, very low chance of surviving that. So the final, quick thing that I want to share with you, is to validate your hypothesis using audience research.
