How to talk to user

The talk emphasizes the crucial role of user engagement and feedback throughout the entire lifespan
of a company. It emphasizes that users and customers are the ones who provide honest feedback
and are the stakeholders who actually pay for the product or service. To illustrate this point, the talk
refers to the example of Airbnb's founders, Brian Chesky, Joe Gebbia, and Nate Blecharczyk, who
actively engaged with their hosts and guests. They went to great lengths to understand the
motivations and feedback of their users, even providing their personal cell phone numbers for direct
communication. This user-centric approach played a significant role in Airbnb's success.

The speaker discusses the process of finding and interviewing potential users. They suggest starting
with people in your network, such as co-workers or former co-workers, as they may be more willing
to provide honest feedback. Additionally, leveraging platforms like LinkedIn, forums, Slack, or Discord
communities can help connect with potential users who may be interested in providing insights and
feedback. The talk also provides examples of outreach messages that can be used to reach out to
potential customers.

During the interviews, the speaker advises conducting video calls, phone calls, or in-person meetings
to build rapport and gather more meaningful insights. They stress the importance of listening rather
than introducing your own ideas too early, as it can bias the interviewee's responses. Open-ended
follow-up questions are recommended to encourage interviewees to share their problems,
challenges, and motivations. Taking notes or recording the interviews is crucial for capturing
important information accurately.

The talk then simulates a conversation between the speaker and a potential customer for a
hypothetical carbon emission company. This conversation highlights the importance of
understanding the customer's current practices, challenges, and needs related to carbon emissions.
By asking specific questions about the customer's current approach, the difficulties they face, and
the reasons why those challenges are significant to them, the speaker demonstrates how valuable
insights can be gained.

After conducting user interviews, the speaker emphasizes the importance of organizing and analyzing
the gathered information. Categorizing the feedback into different problem areas can help identify
the most critical issues to address. From there, hypotheses for potential solutions can be formulated,
and an MVP (Minimum Viable Product) can be developed and tested with users. The goal is to
determine if the problem being solved is genuinely valuable and if users are willing to pay for a
solution or if the problem itself holds inherent value.

Throughout the entire process, maintaining ongoing communication with users is vital. The talk
suggests creating channels for feedback, such as a dedicated Slack instance or WhatsApp group,
where users feel involved and have exclusive access to updates and progress. By involving users in
the development process and reacting to their feedback promptly, trust and engagement can be
fostered.

In summary, the talk emphasizes that continuous user engagement, active listening, and
understanding customer motivations are key to building a successful startup or company. By talking
to users and obtaining their feedback throughout the entire lifespan of a company, valuable insights
can be gained, and effective solutions can be developed. The talk provides guidance on finding and
interviewing potential users, conducting meaningful interviews, organizing and analyzing feedback,
and incorporating user feedback into the product development process.

How to find products market fit

1. Weebly faced significant challenges in the early stages as they sought to find product-market
fit and convince people that building a website was possible without coding skills. They
encountered low sign-up conversions, indicating a gap between their product and user
expectations. To address this, Weebly embarked on an iterative process, actively seeking user
feedback and making improvements to better align their platform with user needs. By
listening to their users and implementing changes based on feedback, Weebly gradually
refined their product, leading to increased user adoption and traction.
2. In 2008, Weebly introduced Weebly Pro, a paid version of their product priced at $4 per
month. This marked a significant shift in their business model, as they transitioned from a
free offering to monetizing their platform. However, the introduction of Weebly Pro did not
immediately result in a substantial increase in revenue. Weebly had to refine their pricing
strategy and sales efforts while effectively communicating the value proposition of their
premium features. Over time, as they fine-tuned their approach, Weebly saw an uptick in the
adoption of their paid version, contributing to their overall revenue growth and financial
stability.
3. The concept of discontinuous improvement entails making significant leaps forward rather
than simply focusing on incremental improvements. It involves identifying hidden customer
needs and developing innovative solutions to address them. Discontinuous improvement
requires a mindset that challenges conventional assumptions and explores uncharted
territory. By thinking outside the box and taking calculated risks, companies can create
breakthrough products that disrupt existing markets or create entirely new ones. This
approach necessitates a deep understanding of customer pain points and a willingness to
push the boundaries of what is possible.
4. When dealing with a hardware company that has different demographics for purchasers and
users, it is crucial to navigate the challenges that arise from diverging preferences. For
example, if Gen X individuals are the primary purchasers who value the reliability of analog
versions of the product, while Millennials are the primary users who prefer touch screen
interfaces, the company must find a way to bridge the gap between these two groups.
Effective communication becomes essential in this scenario. The company should clearly
articulate the benefits of the desired features to the purchasers while also highlighting the
enhanced user experience and convenience for the end users. Additionally, offering
incentives such as trade-in programs or discounts for upgrading to newer versions that cater
to user preferences can help ease the transition and encourage adoption among both
demographics.
5. Fundraising for startups typically occurs after they have achieved a certain level of early
traction. Most companies find it challenging to secure significant funding until they have
demonstrated some degree of success or established credibility in the market. Investors
generally look for proof of concept, market validation, and signs of growth potential. Timing
and availability of funding can vary depending on factors such as the startup's industry,
growth trajectory, and the overall investment climate. Early-stage funding sources may
include personal networks, angel investors, or participation in incubator or accelerator
programs that provide capital and mentorship.
 6. Achieving early traction without raising external funding is a common challenge for startups.
Many founders choose to adopt a lean approach to conserve capital and prove their
product's value before seeking investment. This often involves keeping costs low, operating
with a small team, and focusing on rapid product development. By leveraging a "sweat
equity" approach, where the founders and team members dedicate their time and effort to
building the product without immediately hiring additional staff or outsourcing tasks,
startups can demonstrate their ability to execute with limited resources. This approach
requires resourcefulness, efficiency, and agility to maximize the impact of available
resources.
7. When evaluating the competitiveness of your product, it is crucial to look beyond a feature
checklist and direct comparisons with competitors. Instead, it is important to deeply
understand your customers and their needs. By focusing on delivering unique value and
addressing specific pain points, even if your product may lack certain features, you can
attract users who find your solution compelling. Rather than aiming to meet every possible
feature, emphasize the core value proposition and the standout features that set your
product apart. By optimizing your product to meet the specific needs of your target audience
and effectively communicating your unique value proposition, you can differentiate yourself
in the market and attract loyal customers.

How to Run a User interview

1. Emmett Shear, who is the CEO of Twitch, explained the positive impact of incorporating user
feedback into their product development process. They shared that by actively listening to
their users and addressing their concerns, they were able to convert users into loyal
customers. The speaker emphasized the importance of selecting users who were
representative of their target audience, including individuals from big, medium, and small
broadcasting companies. By doing so, they were able to gather valuable insights and ensure
that their product addressed the specific needs and concerns of their users.
2. Emmett Shear then contrasted this approach with their previous experience at JustinTV,
where they primarily relied on data analysis without direct user input. They admitted that
this approach often led to the creation of ideas and features that were ineffective or not
well-received by users. They spent considerable time analyzing data from various sources
such as Google Analytics, Mixpanel, and in-house analytics tools to understand user behavior
and traffic patterns. However, they realized that while data analysis can provide valuable
insights, it doesn't necessarily reveal the core problems or user needs that need to be
addressed.
3. Emmett Shear acknowledged that user interviews and feedback can sometimes deliver
negative news about features that the team may have been excited about. However, they
emphasized that it is better to discover this early on through user interviews rather than
launching a feature that nobody wants to use. By actively seeking user feedback and
involving users in the development process, startups can ensure that their product aligns
with user needs and expectations.
4. Emmett Shear highlighted the importance of talking to the right users, rather than just those
who are readily available or easily accessible. They shared that their team spent weeks
digging for identity information and networking to identify and reach out to the specific
users they needed to talk to. By making the effort to connect with the right users, startups
can gather more valuable and relevant data that truly represents their target audience.
5. Emmett Shear addressed a question from the audience regarding how to gain buy-in from
the rest of the company. They suggested that recording interviews with users can be a
 powerful tool in influencing the team and gaining their support. By recording interviews, the
team members who were not present during the interviews can still listen to them and gain
firsthand insights into user perspectives. The speaker mentioned that playing back these
recorded interviews to the rest of the company can have a significant impact on shaping the
team's understanding and priorities regarding what features or improvements are most
important to users.
6. Finally, Emmett Shear discussed the importance of conducting interviews over Skype or in
person rather than relying solely on email interviews. They explained that email interviews
lack interactivity and the ability to ask follow-up questions in real-time. In contrast,
conducting interviews over Skype or in person allows for a more engaging and dynamic
conversation. The speaker also emphasized the importance of obtaining consent from users
before recording the interviews, as it is considered polite and respectful.

10 ways to have a better conversation

1. Don't multitask- Be in present with mind

2. Don't pontificate- Enter every conversation assuming that you have something to learn.
Don't just try to get your point across. Everybody is an expert in something.
3. Use open ended questions- Who, what, when, where, why and how.
4. Go with the flow- Thoughts will come into your mind and go out of your mind. Let them go.
Don't think for two minutes about a clever question to ask.
5. If you don't know say that you don't know.
6. Don't equate your experience with theirs- It is never the same. It's not about you. Don't take
that moment. Conversations are not a promotional opportunity.
7. Try not to repeat yourself.
8. Stay out of the weeds- People don't care about the years, the names, the dates all those
details that you are struggling to come up with in your mind. They care about you.
9. Listen- Buddha said: If your mouth is open you're not learning. And Calvin Coolidge said: No
man ever listened his way out of a job. We don't listen with the intent to understand, we
listen with the intent to reply.
10. Be brief- A good conversation is like a miniskirt, short enough to retain interest, but long
enough to cover the subject.