This even applies to luxury products. When someone buys a designer watch, they may tell themselves it’s because of the lifetime guarantee and craftsmanship (functional), yet they may also be looking to impress others (social) and feel like they deserve it given their hard work (emotional).

On Twitter, the key will be to find people who experience the problem and have already spoken about it. This may take the form of: They’re negatively posting/tweeting about a competitor They’re negatively posting/tweeting about the process They’ve blogged or posted links about the process and described going through relevant negative steps

If you’re getting started on your own without venture funding and prefer a book, I suggest Arvid Kahl’s Zero to Sold.

When you’re listening to customers, potential customers, or clients, you want to find out what their problems are. You want to find their needs. You want to find out where they’re struggling. You want to know if they would buy it and how much they would pay.

This part includes templates for recruiting in several different places: Reddit and forums Twitter LinkedIn Facebook groups and email lists Email Surveys

For this, you will need: A script (below) Someone to interview Fifteen to twenty minutes A way to record the interview

Step 2: Research subreddits for that topic.

To continue the coffee example, someone may grind coffee beans because they want to use a specific grind texture (functional), they feel the work they put into it results in more enjoyable coffee (emotional), and they like sharing it with coworkers (social). Another person may choose pre-ground coffee in a pod because they’re stressed in the

But they eventually learned a trick. Whenever someone said what they did, they replied with “That sounds challenging,” even if the person’s job sounded easy or boring. People would open up, because it felt like a compliment, and it would lead to an interesting conversation about the things that person did at work.