![]() ![]() The interviews gave me a way to learn what was going wrong in their teams, how they made the decision to attend the workshop, and what they hoped to get out of it. I didn’t know what they were struggling with. I had a lot to say about product development, but I didn’t know which specific things actually mattered to people. The interview wasn’t about the workshop-it was about what was going on in their company when they decided to apply. This created the best possible audience for getting feedback: hungry and motivated with skin in the game.Īfter the workshop, I emailed every attendee and asked if I could interview them by phone. Using their answers, I could screen out anyone who was merely curious or a fan but wasn’t really struggling. ![]() The application asked them to tell stories about problems they experienced with product development. I priced the workshop at $1,000 a seat and made people fill out a lengthy application before letting them buy a ticket. Put something out into the world that people could buy, so I could interview them afterward using the jobs-to-be-done approach.Get instant feedback from an audience to learn what’s interesting, what resonates and what doesn’t.Force me to come up with a full day’s worth of content that could eventually become a book.Learn how we design, develop and deliver new products and features. "Shape and Ship 1.0" is a workshop on Basecamp's product management techniques. ⭐️ Announcement: Join me for a one day workshop in Chicago, Dec 20th. ![]()
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