Scipreneurs/playbook/4 - customer discovery

<p>The most important experiment happens outside the lab. </p> <p>As scientists, we are masters of the peer-review process. We know how to defend a thesis and present at a conference. </p> <p>But when it comes to spinning out a company, our biggest strength quickly becomes our biggest liability. </p> <p>We can call it the "Seminar Trap." </p> <p>We are so good at talking about our selves and our work that we forget the relevance of just listening with intent. </p> <p>Customer Discovery isn't a sales pitch. It’s a truth-finding mission. </p> <p>To build a robust business case, you have to stop being the Professor and start being the Psychologist. Here are the 3 rules for "talking to humans" about your science: </p> <p>1️⃣ Don't mention your solution: If you tell them what you’ve built, they will lie to you to be nice. Instead, ask them about the last time they faced the problem you’re trying to solve. </p> <p>2️⃣ Focus on the "Workflow," not the "Tech": Don't ask if they like your enzyme. Ask how many hours a week they spend on filtration and what happens to their budget if that process fails. </p> <p>3️⃣ Listen for the "Ouch": You aren't looking for "interest." You are looking for a pain point so significant that they’ve already tried (and failed) to find a workaround. </p> <p>The goal of these conversations isn't to get a "yes." It's to find the unvarnished truth of the market before you spend the next three years building something nobody actually wants to buy. </p> <p>Customer discovery is often mistaken with sales. While a transaction can happen at an early stage, the scope is to learn: who are your customers? Do they see the same problems you have identified or have they moved on? Who pays, who decides, who uses? </p> <p>The earlier you start with the discovery process, the easier it’ll be to avoid starting a path that leads nowhere.</p>