Key Principles
Focus on what users care about.
Founder: Make the most environmentally friendly way to prepare dinner. User: I just want an easy way to guarantee quality time with family.
Ask users to show, not tell (they aren’t accurate!)
Skincare Example: Claim: I only use 5 skincare products. Reality: Toilet is filled with 40+ half-used ones. Analysis: Loyalty / Usage patterns of experimentation
Wallet example: Ask: “What does your wallet actually look like today?” Ask: “What do you like or not like about it?”
Go beyond the product
Rently example: Beyond “How would you find your next rental apartment?” Go to “Actually, what happens after you find one already?” This helps you to make it up with what people want more.