Jason Cohen
Founded WP Engine, writes long-form on startups.
Product
- Goal Questionsasb-skillsUse when customer calls are booked and nobody has agreed what to learn.
- Hypothesesasb-skillsUse when the learning goals exist and current beliefs need writing as testable claims.
- Learningasb-skillsUse when interview notes have piled up and the hypotheses need updating against them.
- Interview Questionsasb-skillsUse when a question must be phrased so it does not lead the customer.
- Interview Reportasb-skillsUse when a round of interviews is finished and the company needs the findings.
- Problem Scoreasb-skillsUse when judging whether a business idea has a market worth building for.
Marketing
- Define Carolasb-skillsUse when the ideal-customer working files must become one definition the team can use.
- Inciting Eventsasb-skillsUse when the fit is right but nothing is making anyone buy today.
- Keystonesasb-skillsUse when a strength list needs cutting to the few that drive a purchase.
- Observationsasb-skillsUse when nobody has written down plainly what this company and product actually are.
- Strengths & Weaknessesasb-skillsUse when raw observations exist and the real strengths and weaknesses must be named.
- The Needs Stackasb-skillsUse when mapping the customer needs above and below the one a product satisfies.
- Positioningasb-skillsUse when a claim states a saving and should state the value created.
- Votersasb-skillsUse when naming the one or two extreme traits a company wins on.