How to talk to customers & learn if your business is a good idea when everyone is lying to you.
Interviews
The Mom Test
Knowledge
How to Use Graphic Design to Sell Things, Explain Things, Make Things Look Better, Make People Laugh, Make People Cry, and (Every Once in a While) Change the World
The first monograph, design manual, and manifesto by Michael Bierut, one of the world’s most renowned graphic designers—a career retrospective that showcases more than thirty-five of his most noteworthy projects for clients as the Brooklyn Academy of Music, the Yale School of Architecture, the New York Times, Saks Fifth Avenue, and the New York Jets, and reflects eclectic enthusiasm and accessibility that has been the hallmark of his career.
Craft
How to Use Graphic Design to Sell Things, Explain Things, Make Things Look Better, Make People Laugh, Make People Cry, and (Every Once in a While) Change the World
Knowledge
The Jobs-to-be-Done Market Discovery Template — JTBD + Outcome-Driven Innovation
The Jobs-to-be-Done Market Discovery Template is a framework that entrepreneurs, startups and managers can use to define a target market through a jobs-to-be-done lens. Using it mitigates the risk of targeting a phantom or overserved market as it directs the user to define a market around an underserved job.
Startups, Biz Dev
The Jobs-to-be-Done Market Discovery Template — JTBD + Outcome-Driven Innovation