How to discover what people really, really want?

Customer development – a pillar of the lean startup methodology – is one of the toughest aspects to execute in the build, measure, learn framework – and is often seen as an “extra” – however, it’s a critical part of the process that helps us avoid mistakes early and identify new market opportunities.

With the Jobs to Be Done theory a new way of thinking has emerged that helps to frame the “problem” in a relevant and pragmatic way: Understanding how human beings want to make progress in life in a certain circumstance. This knowledge is a prerequisite for effectively helping people improve their being through new products and marketing. Thus, the challenge of every organization that wants to innovate and convince people to adopt a new solution is to figure out what the desired progress looks like.

This is easier said than done because human beings typically cannot clearly articulate what progress means to them. It is like a gem buried in the soil that is waiting to be brought to light. With this insight at hand, you have created an asset you can leverage to create more meaningful products, offers, sales and marketing measures and get a competitive edge.

Join this interactive session to learn about a new customer research process. The output of this process is being mapped on a canvas that serves as the “reaction chamber” for new value propositions and market development ideas.

We’ll explain the elements you should be looking for in customer interviews, demo the customer research process, do exercises and show you what new tools you can apply going forward.

The event is finished.


May 27 2021


19:30 - 21:00




Lean Startup Berlin