• Customer Interviews: Focus on context and decision-making, not product features. Ask:
  • “When did you last solve this problem?”
  • “What triggered you to act then?”
  • “What other options did you consider?”
• Project Analogy:
  • Think of customers’ priorities as a task list.
  • Your goal is to figure out when your problem makes it to the top of their list and how they define the project.
• Ongoing Demand Log:
  • Keep a running record of triggers, language, objections, and alternative solutions customers mention.
  • Review regularly to refine ICP and messaging.