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Day 1: Customer Discovery Sprint
Market fit

Get out of the building

"There is no truth inside your building." - Steve Blank

Spend these 5 hours conducting actual customer interviews. Minimum: 8-10 interviews with your target segments to map the Four Forces.

Logistics:

  • 30-minute interviews: 20 min questions, 10 min for follow-ups.
  • Record with permission: Use Zoom/Teams recording or Otter.ai.
  • Take notes immediately: Focus on the specific language they use for "Push" and "Anxiety."

AI-Powered analysis prompt:

I'm conducting JTBD interviews for [product]. Below are transcripts from 4 interviews.

Please analyze and categorize findings into the Four Forces of Progress:

1. THE PUSH (Pain): Specific struggles with the current situation.
2. THE PULL (Attraction): Desired outcomes and the "new life" they want.
3. INERTIA (Habits): Existing behaviors or "secondary competitors" (workarounds) they stick to.
4. ANXIETY (Fears): Uncertainties preventing them from switching.

Also identify:
- The "Direct," "Secondary," and "Indirect" competitors mentioned.
- Surprising language or quotes that represent high emotion.

[Paste transcripts]

Deliverable: Validated forces & competitive map

By the end of this sprint, you should have:

1. A competitive map:

  • Direct: Who are you fighting for budget?
  • Secondary: What workarounds are you replacing?
  • Indirect: What alternative choice makes you irrelevant?

2. The four forces profile:

  • Push: Validated triggers that cause the search.
  • Pull: The specific "better life" they are envisioning.
  • Inertia: The habits you have to break.
  • Anxiety: The specific objections you must answer in your marketing.

3. Knowledge gaps identified:

  • What forces are still unclear?
  • Which "Secondary Competitor" is the biggest threat?

Validation loop: Test your forces

Before moving to Sprint 2, validate your Forces Profile with 3-5 new people. Share the "Push" and "Pull" statements and ask:

  • "Does this sound like your situation?"
  • "Which of these anxieties worries you the most?"

Why this matters for positioning: Positioning is about manipulating these forces. You increase the Push by highlighting the pain of the status quo. You increase the Pull by clarifying the value. You reduce Anxiety with social proof and guarantees. You cannot do this until you have defined the forces.

WorkshopDay 2: Positioning Sprint