Why products succeed or fail. (Free)
We introduce one, cohesive business framework to rule them all (and in the darkness bind them).
That framework explains how competition, positioning, and pricing, for example, all snap together. That's why so many founders struggle with pricing in the absence of good facts. We'll use this framework in all future levels.
Watch Level 1 free.
The right way to interview customers. (Paid)
We provide interview guide templates throughout the program. (An interview guide is a series of questions that standardizes the interview process.)
Level 2 covers general best practices for interviewing potential customers.
That includes the mechanics of running sound interviews, coaxing valuable information out of interviewees, avoiding the trap of confirming what you want to believe, knowing when to stop interviewing, etc.
Schedule 30-100 interviews. Fast. (Paid)
Level 3 shows how to fill an interview docket.
We explain how to find contact information for hundreds or thousands of potential customers.
Total strangers provide the best evidence. And - if contacted correctly - strangers schedule faster than people we already know. That's why Level 3 includes our cold contact email templates. Our email templates typically have a response rate of 30% - 85%. (That includes cold-contacts made to executives at big enterprises.)
We show how to streamline scheduling and track interviewees throughout the process, as well.
Map market problems and find hidden opportunities. (Paid)
You start interviewing potential customers in Level 4. We have a friend who calls this phase of interviews "the cocktail party." You spend a short amount of time interviewing a broad spectrum of people.
These interviews map the market’s biggest problems and pressures. They uncover hidden market opportunities and pinpoint key decision-makers. And they reveal the right customers for your product.
We provide an interview guide template that's tailored for Level 4’s interviews.
Identify ideal customers. (Paid)
We provide an analysis guide to interpret Level 4's interviews. (An analysis guide makes it easy to pull valuable insights out of interview notes.)
In Level 5, you identify the most attractive business opportunity in your market. And you determine which type of customers will be beneficial to interview in the future.
Often by Level 5, you know enough to kill a product that's bound to fail. So we also lay out guidelines for evaluating the business opportunity itself.
Expose the true nature of the problem your product will solve. (Paid)
We show how to use a second round of interviews to cut to the core of the problem your product will solve.
Often, customers can't articulate their own problems. They might not know what's causing their frustration. But by the end of Level 6, you'll know.
Level 6 uses interviews to uncover the problem at its root. How painful the problem is. Why the problem exists in the first place. Why the problem pops up in some contexts and not others.
These interviews show the problem's consequences, too - functionally, socially, and psychologically. And they show outcomes customers want to achieve - how they determine that their problem has been solved.
Know how to beat competition. (Paid)
You use the Level 7 analysis guide to interpret Level 6's interviews. Set milestones for your product that match customers' pain, contexts, and motivations. Understand what motivates customers to buy (functionally, socially, and psychologically). Explain your product’s value in language that appeals to customers.
This analysis also shows the product’s true competition. Competition isn’t always what it first appears. Level 7 shows you how to use evidence to plot a successful attack on the true competition.
Level 7 can raise red flags about products that are bound to fail. So we lay out additional guidelines for evaluating the business opportunity.
Discover product requirements (pricing, features, sales tactics, etc.). (Paid)
Use a third round of interviews to detail product requirements.
We show how to collect critical information about pricing and sales tactics. About core features customers need and hidden expectations they wouldn't usually voice. About their purchasing decisions and how to make it easy for the right people to buy your product.
Level 8 also offers the clearest chance yet to abandon products that are bound to fail. So we provide one final set of guidelines to evaluate the opportunity.
Spec out a best-selling product. (Paid)
You use the Level 9 analysis guide to interpret Level 8's interviews.
We show how to use evidence to design a pricing strategy that maximizes profit and incentivizes beneficial customer behaviors. We show how to map sales tactics, outline a smooth purchasing process, and spec out the ideal product for your ideal customers (or adapt a product you’ve previously built).
Bring a best-selling product to market. (Paid)
Level 10 ties everything together. We explain how to use the framework from Level 1 and the facts from all other levels to create a tactical, flexible, go-to-market action plan.
At this point, you know so much about your customers that your go-to-market will launch your product in the right direction. Fast.
One of our advisors once said: "When you're watching Star Wars, don't identify with the Resistance. Plan like you're building the Evil Empire." Level 10 applies that type of thinking to your product. But, you know, don’t be evil.