In this episode of The Business Book Club, we dive into Lean Customer Development: Build Products Your Customers Will Buy by Cindy Alvarez—an essential guide for anyone building something new under conditions of extreme uncertainty.

Forget guesswork. Alvarez shows how to systematically test your ideas, validate assumptions, and uncover real customer needs before you waste time, budget, or engineering cycles. Whether you're a solo founder, a product lead inside a Fortune 500 company, or a nonprofit innovator, this playbook applies.

You’ll learn why most new ideas fail, how to talk to customers without bias, and how to avoid building “better features” that solve the wrong problems. This isn’t about surveys or market research—it’s about real conversations with people in pain, and using that insight to drive smarter decisions.

The Innovation Failure Rate: Why We Need a Better Method 🔹 Most new features—even at Microsoft or Amazon—fail to move the needle. 🔹 Your default success rate is worse than a coin flip. 🔹 Lean Customer Development (LCD) brings the scientific method to business risk.

Reframe the Goal: Build Successful Customers, Not Just Better Products 🔹 Ask: “How can we make your business more successful?” 🔹 Customers aren’t buying engagement—they’re buying outcomes. 🔹 One team’s pivot from feature obsession to customer success tripled revenue.

The 5-Step LCD Process: A Rapid Learning Loop

1. Form a Hypothesis – Use the formula: I believe [type of person] experiences [type of problem] when doing [task].

2. Find the Right People – Focus on early evangelists (not just early adopters).

3. Ask the Right Questions – Avoid future hypotheticals; focus on past behavior.

4. Analyze the Answers – Look for patterns, hidden constraints, and unmet needs.

5. Decide: Pivot or Proceed – After 15–20 interviews, you’ll know where to go next.

Ask Better Questions: What to Say—and What to Avoid 🔹 Avoid: “Would you use this?” or “How likely are you to buy?” 🔹 Use: “Tell me about the last time you [did the task]” 🔹 Focus on behavior, not intentions. Reality TV > documentaries.

Real-World Tactics: How to Find & Engage Early Evangelists 🔹 People love to help, sound smart, and vent—use those instincts. 🔹 Go where they are: LinkedIn, Quora, conferences—even wine auctions (like the jerky founder did!). 🔹 Treat interviews as platforms for expertise—not sales calls.

The Milkshake Example & Functional Fixedness 🔹 People often “hire” products for surprising jobs (commuters buying milkshakes for long drives). 🔹 Hidden workarounds (like insoles for shoes that don’t fit) reveal deep unmet needs.

Invisible Stakeholders & Misleading Requests 🔹 Don’t forget IT, procurement, or anyone with veto power. 🔹 When customers suggest features, dig deeper: “If you had that, what would it help you do?”

✅ Write it down – Don’t trust your gut. Form clear, narrow hypotheses first. ✅ Interview behavior, not dreams – Ground every question in the recent past. ✅ Involve the team – Invite skeptical engineers or designers to observe real pain. ✅ Use your listening posts – Train support and sales to ask why, not just log complaints. ✅ Invalidation is progress – Learning you’re wrong early is a massive win.

📌 “The customer doesn’t want a better feature—they want a better outcome.” 📌 “The goal is not to validate your idea. It’s to learn what’s true.” 📌 “A wrong hypothesis disproven saves 10x the cost of building it.”

Lean Customer Development by Cindy Alvarez – Get the book here

Ready to build something customers actually want? Start by writing down your assumptions, finding your early evangelists, and asking about their last problem, not their future intent. The truth is in their behavior—not their wishful thinking.

If you found this deep dive helpful, subscribe to The Business Book Club and join us again soon for more powerful playbooks that take the guesswork out of business.

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