CUSTOMER FORCES

Build Better Products Through Problem Discovery

The challenge today isn’t building more products, but uncovering the better product to build — which begs the question: “What defines a better product?”

Starting with problems before solutions is key, and our Customer Forces tool helps you uncover big problems worth solving using carefully unscripted customer interviews.

The Customer Forces tool helps you

Capture insights from customer interviews to understand the causal forces that drive customer behavior.
Surface key insights using cluster analysis and jobs-to-be-done based segmentation.
Use these key insights to build features that cause a switch.
Customer Forces screenshot
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Get priority access to Customer Forces with our flagship 120-Day Startup program where you'll learn how to uncover real problems worth solving and build products your customers cannot refuse.
"Say no to surveys and focus groups. Conducting carefully unscripted customer interviews is the fastest way to learn."

Ash Maurya

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Running Lean

Maximize learning from every customer conversation

Traditional customer development approaches ask you to conduct 50-100 customer interviews. With our approach, you start uncovering actionable insights with just 5-10 customer interviews. Here's how it works.

1. Mine your interviews for raw insights using "Transcript Analysis".

Customer Forces Transcript View

2. Use "Story Builder" to encode your raw insights into job stories.

Customer Forces Story Builder

3. Surface patterns and uncover big problems worth solving with "Customer Insights".

Customer Forces Insights View

Build Better Products

Get priority access to Customer Forces with our flagship 120-Day Startup program where you'll learn how to uncover real problems worth solving and build products your customers cannot refuse.