You Don't Own the Voice of the Customer
summary
Claim: no one function owns the voice of the customer and most teams fall into me-centered design instead of true user-centered work. Concrete fixes: invite a researcher to create shared experiences, treat researchers as discovery guides who enable everyone to hear customers, and require customer context whenever numbers are presented. Example: a Fortune 50 team does a one-day laundromat immersion in Brooklyn, discovers laundry is social, scraps the go-to-market plan, and achieves much faster product-market fit. CRM cockpit norms guide collaborative decision making.
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chapters (9)
- 0:00Introduction
- 1:05Product ship complexity
- 3:43Tension between teams
- 7:34Me-centered design
- 12:55Returning voice to customer
- 18:07Laundromat case study
- 23:45Successful workflows
- 25:15Crew resource management
- 27:38Conclusion
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