Want Better Customers? Try Making Things Difficult

October 28, 2013

It might go against every entrepreneurial bone in your body, but trying the “high hurdle” customer development experiment can yield powerful results.

It’s not always a good idea to kick well-developed UX best practices to the curb. Then again, you weren’t drawn into the entrepreneurial universe because you like following all the rules. Which is exactly why Brant Cooper and Peter Vlaskovits, authors of The Lean Entrepreneur, are such avid proponents of the “high hurdle” — a customer development experiment that flies in the face of convention.

What if you decided not to make things easy on your potential customers? Sure, ignoring potential revenue goes against your makeup, but Cooper and Vlaskovits explain how an arduous survey for your prospects can actually make life easier on you and your early adopters in the long run. Learn more by watching the video above.

More entrepreneurial advice from Brant and Peter:

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Photo by: Steven Pisano