The Startup Owner’s Manual—Part 7—Assuming Is Also the 2nd Deadly Sin

The first deadly sin of the new product introduction model is “Assuming ‘I Know What the Customer Wants.'” And, according to Steve Blank and Bob Dorf’s The Startup Owner’s Manual, the second is like it: “The ‘I Know What Features to Build’ Flaw.”

If you “know” what the customer wants, you will naturally (and often erroneously) assume you know what features to build into your product or service. The truth is, however, that “without direct and continuous customer contact, it’s unknown whether the features appeal to the customers” (9).

Fixing things after the fact is expensive and can feel like an annoyance or soul-death, depending on how much you have invested in building the features.

One of my favorite restaurants, Seven Mile Cafe, doesn’t have WiFi (or at least it didn’t the last time I asked). It’s a little inconvenience to me, but it’s a decision they made about what features they wanted to provide for their customers. It’s a small place without a lot of tables, and it would be unfortunate to have tables occupied for hours on end by the sort of people that do that. To accommodate that sort of person, they eventually opened Seven Mile Coffee next door.  But even then, they were selective about the features they chose—the coffee, the tables, and the chairs—based at least in part on conversations with customers.

Coffe Shop

Image courtesy of Pong /

I was with a colleague of mine once when he asked the director of an assisted living facility about an adjunct service that my home health agency offers and whether it might be helpful to her residents. To me, the obvious answer was “YES!” What she said surprised me, though. She said, “I hate that service. I had a terrible experience with it one time, and I will never try it again!” I wanted to tell her that she hadn’t received that service from us, that we were better. We were better, but she wouldn’t have considered it. So I dropped it. If we had continued to build that feature for her, it would have been hundreds of hours and thousands of dollars down the drain. She liked who we were and what we had to offer, but she hated what I thought was going to be one of our main selling features.

What features are you building into your product or service? Do your customers want them? Are they willing to pay for them? Here’s my challenge for you: ask your customers what they want. Will they always know? Of course not, but it doesn’t hurt to ask. Your customers will feel valued and heard, and you might just learn something.

One last thing: Don’t get caught in the trap of thinking if you talk about your product/service features with your customers, someone is going to steal your idea. Good ideas are everywhere. Business failure is almost always the result of lack of execution, and lack of execution frequently means not following the Customer Development process outlined in Blank and Dorf’s book.

Next, the 3rd Deadly Sin.

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