An action-oriented guide to understanding customers

People often ask me how we’ve been able to build a successful small software business without external funding, and the secret is that listening to customers is embedded into everything we do. It is the cornerstone, foundation, and pillars of how we make decisions.

Hearing that, people often want to learn how to interview customers themselves. I would find myself typing out long emails that were a mix of chapters of books, podcasts, blog posts, with my own perspectives spliced in. I didn’t feel like I had one solid place to send them.

(As you’ll learn in this book, repeated manual work is a symptom of pain that can be solved by a product.)

I needed a resource that presumed no previous experience with customer research and was also biased toward action.

This book attempts to make customer research accessible to companies of all sizes and people of all functional backgrounds, even the smallest of companies.