The Art of Landing Your First Customer with Brant Cooper

Written By Lace Gilger
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Brant Cooper is the CEO of Moves the Needle and the New York Times best-selling author of The Lean Entrepreneur, The Entrepreneur’s Guide to Customer Development, and The Lean Brand. He’s helped startups go from idea to IPO, acquisition, and rapid growth. But he also has first-hand experience with crushing failure. 

Brant is a mentor and advisor to CEOs of some of the world's largest companies who are leading organizations out of the industrial age of business into a culture of entrepreneurial action. Brant's mission is to teach individuals economic and personal growth by creating value for others. 

  • The lessons you can build from crushing failures

  • What is customer development?

  • "When there’s uncertainty, you can’t just execute"

  • Why don’t people talk to customers?

    • Scared

    • Too focused on the scale (i.e. do unscalable things)

    • Get out from behind your keyboard and talk to humans

  • “I need 1000 customers” - no you need ONE customer.

  • You don’t know enough about your business to automate your marketing

  • The REAL definition of product-market fit is that the market is PULLING the product from you, you “can’t keep it on the shelves”

  • How do you balance learning and deciding what to do with executing under extreme resource or time constraints?

  • What is customer empathy and how do you build it into your business?

  • How can you build experiments in your business?

  • What are the cornerstones of building good customer experiments?

  • What should you do if your experiments fail over and over again?

  • “The big opportunities are through thick walls"

  • What are learning metrics and how should you integrate them into your business?

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Lace Gilger
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