If You Want Me, Show It, If You Need Me, Prove It!
Lessons in Customer Discovery from Classic ’90s R&B
There’s a lot to learn from Classic ’90s R&B, namely, how to master the art of the woo woo woo, how to rock a crop top with oversized jeans, how to slick back that baby hair into a perfect cascading side-burn curl and of course, how to hone your start-ups customer discovery efforts. Take for example, the crooning lyrics of girl-group Brownstone’s 1995 Grammy-nominated record, “If You Love Me.”
“I don’t want to rain on this parade. But I’m starting to question the love that was made. I’m not looking for just an affair. Want a love that is based on truth not just dare. It would not hurt my pride if right now you decide, that you are not ready to settle down. But if you want my heart then it’s time that you start to act like you’re mine in the light and the dark. If you love me, say it. If you trust me, do it. If you want me, show it. If you need me, prove it…See now actions speak louder than words. So don’t just say things that I’ve already heard…”
Yes, y’all issa vibe. Get into it. It takes me back. It was one of those Sunday afternoon mirror-jam-sessions, which included me singing all 3-part harmonies and poorly attempting a few Mary-J-Blige-y ‘90s-style runs, when it hit me like a ton of bricks. Finding your customers is something like finding your next lover or partner.
Spending copious amounts of time researching the object of your affection (your target demographic) will get you pretty close. Maybe you put together some criteria of who you’re looking for (your user personas), and you find out what spots they like to frequent (Facebook, Instagram, Twitter, LinkedIn), you go out on some group dates (focus groups) and you take it to the next level with a few intimate one-on-one dates (market research interviews). And then, after putting in all of this werk, you have cultivated a nice list of potentials (leads). But you can’t take potential to the bank, honey.
You need a dun-dun-dun…COMMITMENT. And if you are anything like me, you may be afraid of pushing that special boo-thang you’ve been going steady with to take things to the next level.
Enter my friend Chase Ross, who for me has become a great sounding board and source of often unsolicited feedback on my business. Chase is a self-proclaimed Blerd (Black Nerd), who goes to coder Hackathons and only knows how to grow a start-up lean-ly a la Eric Reis. He’s also a sales professional and community builder, so basically my new best friend. He told me — you need to find your customer demand — not just your customer interest. So, tap that list and ask people to start paying. You will either be overwhelmed by the amount of people who will pay for what you’re offering, or you will be sadly disappointed and underwhelmed. Either way, you’ll have learned something and will be closer to your product-market fit. Maybe you need to tweak a few things (read: get in the gym). But you’ll be closer to finding your “user personas”. He said, the faster you fail on this piece — the faster you get to the solution. Give them something that is not finished, and if they love it anyway, you know you’ve really got something incredible.
Eureka! So you don’t have to have the perfect presentation to put yourself out there. The right match will come calling, and those are your “first adopters”. Those are the people to focus on at the beginning stages of your business.
Now if you’re anything like me, you will be utterly and completely filled with feelings of fear and doubt. But try to resist adopting my oh-so-clichéd stress coping habits of drinking my daily recommended caloric intake in red wine (I blame Kerry Washington / Scandal). Listen to your R&B lesson — if they decide they are not ready to settle down, don’t let it hurt your pride.
At the end of the day, you will be rejected — many will reject your advances, including potential customers, team members and investors. But, guess what’s waiting on the other side of rejection? Hot, piping passion, not lukewarm milk! And steadfast loyalty, not fair-weather fans.
Aren’t you tired of people expressing interested in your goodies saying things you’ve already heard, like…”that sounds really dope” or “I love what you’re doing, let’s stay in touch”! Isn’t it time you find out if they really love what you’re putting down?
Yes? Ok, so make them prove it.
If this extended and perhaps comically appropriate analogy resonates with you, drop me a comment and clap for the article (you can clap multiple times, folks). Also take a moment to learn about what I’m building at Anoko House, an international members club for diverse creatives and professionals, leveraging the power of art and culture to build wealth. We launch our first clubhouse in New York City in 2020. If you like what you see, go ahead and show me.
P.S. Also clap if you are here for all of the gratuitous glistening displays of pectoral perfection in the music video. They just don’t make ’em like they used to.
Until next time,
Shimite
