GTM Strategist Podcast
Dr. Else van der Berg: ECP & Customer Discovery
Oct 27, 2023
Dr. Else van der Berg, an expert on customer discovery, discusses the importance of customer research in go-to-market strategies and the challenges faced by product professionals. They explore the fear of rejection, the significance of unique value, and the connection between willingness to pay and confidence in assumptions. They also highlight the limitations of frameworks and the effectiveness of referrals. Additionally, they introduce Riverside, a valuable podcast recording tool.
46:33
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Quick takeaways
- Customer research validates assumptions and prevents costly mistakes, emphasizing the value of customer discovery.
- Choosing the right research methods based on product development stage and using qualitative and quantitative data informs product decisions.
Deep dives
The Importance of Customer Research
Customer research is essential for startups to validate assumptions and avoid costly mistakes. Dr. Elza emphasizes the value of customer discovery and highlights the challenges of accepting feedback and adapting to new information. She discusses the need to be open-minded and willing to learn from customers, even if it means acknowledging that your initial assumptions were wrong.
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