The Customer-Driven Playbook: Converting Customer Insights into Successful Products

Many product developers wish they could work more like a startup, with small, nimble teams capable of making quick decisions. But for those working in large organizations, pivoting swiftly to capture new business opportunities is easier said than done. That’s where this practical guide comes in.

The Customer-Driven Playbook details a complete end-to-end process to help large teams and organizations learn from their customers, conceptualize new ideas, and build products their customers will love. By consolidating theory from various lean books into a step-by-step playbook, this book provides a way to operationalize and scale lean principles across teams, divisions, disciplines, and organizations.

You can start at any stage in your product lifecycle and experience results that will have a strong impact on the product strategy within your organization. The Customer-Driven Playbook will help team leads, researchers, designers, engineers, and product managers discover new business opportunities and uncover innovations for established products as well.

• Learn about your customers and identify opportunities to conceptualize new ideas and refine the quality of your offering
• Use specific activities to help unblock teams and move them to the “next step”
• Apply the book’s lean lessons to both greenfield and brownfield scenarios

Table of Contents

Part I. The Foundation
Chapter 1. The Hypothesis Progression Framework And The Customer-Driven Cadence
Chapter 2. Formulating
Chapter 3. Experimenting
Chapter 4. Sensemaking
Chapter 5. The Customer
Chapter 6. The Problem
Chapter 7. The Concept
Chapter 8. The Feature
Chapter 9. Using The Playbooks

Part II. The Playbooks
Chapter 10. The Customer Playbook
Chapter 11. The Problem Playbook
Chapter 12. The Concept Playbook
Chapter 13. The Feature Playbook