1. do you have a problem worth solving?
1.1. review your results weekly
1.2. add/kill features
1.3. confirm your earlier hypotheses
1.4. refine pricing
1.5. what is the solution interview exit criteria?
1.5.1. identify the demographics of an early adopter
1.5.2. have a must-have problem
1.5.3. can define the minimum features needed to solve this problem
1.5.4. have a price the customer is willing to pay
1.5.5. that you can build a business around using a back-of-the-envelope calculation
2. formulate testable hypotheses
2.1. all refined hypotheses from before plus...
2.2. each mockup represents a compelling solution to the corresponding problem
2.3. early adopters will agree to pay...
2.4. early adopters will find my product via...
3. conduct solution interviews
3.1. guidelines
3.1.1. use old prospects
3.1.2. mix in some new prospects
3.1.2.1. test hypotheses with beginner's mind
3.1.2.2. use referrals from problem interview
3.1.2.3. start testing other channels
3.2. script
3.2.1. welcome (set the stage): 2 minutes
3.2.1.1. page 139
3.2.2. collect demographics (test customer segment): 2 minutes
3.2.2.1. page 140
3.2.3. tell a story (set problem context): 2 minutes
3.2.3.1. page 141
3.2.4. demo (test solution): 15 minutes
3.2.4.1. page 142
3.2.5. test pricing (revenue stream): 3 minutes
3.2.5.1. page 143
3.2.6. wrapping up (the ask): 2 minutes
3.2.6.1. page 144
3.2.6.2. permission to follow-up
3.2.6.3. referrals
3.2.7. document results: 5 minutes
3.2.7.1. use a template (page 146)
3.2.7.2. independent forms for both interviewers
3.2.7.3. debrief
3.2.7.4. record
4. what you need to learn
4.1. how will I solve customers' problems?
4.1.1. what is a minimum feature set needed to launch
4.2. what is the pricing model?
4.2.1. will customers pay for a solution?
4.2.2. what price will they bear?
5. build a demo
5.1. demo should be a mockup in final technology
5.1.1. the mockup needs to be realize-able
5.1.2. the mockup needs to look real
5.1.3. the mockup needs to be quick to iterate
5.1.4. the mockup needs to minimize on waste
5.2. how to build a demo
5.2.1. build a skeleton app
5.2.1.1. controllers
5.2.1.2. sketch views
5.2.1.3. translate to HTML/CSS
5.2.1.4. model after screen testing
5.2.2. a mockup per problem
5.2.3. use real-looking data