Customer discovery fails because users don't know what tech can do
Matt Whitteker · How to Come up with THREE Ideas | Matt Whitteker, Founder of Assent · PMF Show · Sep 1, 2022 · at 31:36
Matt Whitteker, co-founder of Assent Compliance, critiques structured customer discovery interviews as a method for generating startup ideas.
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“It's really tough just interviewing people. And we've experienced this with new product introduction at Ascent before. Like if you ask your customer what they want, there's the famous Ford line, like Ask, if I asked my customers what they wanted, they would have said a faster horse, not a car, because they don't know what's possible in, in the realm of technology. And your customers may not know that you can solve X, Y, Z this way.”
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