Return-Path: Delivered-To: andrew@sterlingcal.com Received: from reseller401.webserversystems.com by reseller401.webserversystems.com with LMTP id eH2tLw4uU2ereQUAchKAPA (envelope-from ) for ; Fri, 06 Dec 2024 11:02:06 -0600 Return-path: Envelope-to: andrew@sterlingcal.com Delivery-date: Fri, 06 Dec 2024 11:02:06 -0600 Received: from o15.ptr5735.mail.beehiiv.com ([159.183.141.187]:60736) by reseller401.webserversystems.com with esmtps (TLS1.2) tls TLS_ECDHE_RSA_WITH_AES_128_GCM_SHA256 (Exim 4.96.2) (envelope-from ) id 1tJbiP-001WOI-38 for andrew@sterlingcal.com; Fri, 06 Dec 2024 11:02:06 -0600 DKIM-Signature: v=1; a=rsa-sha256; c=relaxed/relaxed; d=mail.beehiiv.com; h=content-type:from:mime-version:subject:reply-to:list-unsubscribe: list-unsubscribe-post:to:cc:content-type:from:subject:to; s=s1; bh=SM+Utrz9wvnoDktMgKdFrZXE/vLMZP9MGqRc4GJ6oXc=; b=mgOBBTPzuMpTOWQwAvCwf5sykrOhchqKD0hOKyHg/F3Heju/l5fhgLSxzpCvW/mQkrYL POpB8SPoy02TTHkO68OCmmUD3MxMqtJZru9BDR+PLg19F6Vp41ZkemHI67dp5x5I4Xfs7p sqUogHT7sC2I1/HVubPExZev/uRuN5R830D4BrtzO9q/L00CAL6bIvK+NO6q7+hSQsz7YO NohlTgASbJ5RQZh26ZQXPJ1ZsjJjJoRXdonXbklCC4E8nFdSbJ3KKHo2IpW34g5Aah8HaH myrEPOj4gm1/vBEfPhrkgfmS9BeWDOqQSZiSrnFu+maEPtx9/A/gOc4y3RkxA2vA== Received: by recvd-canary-69d8596bbc-l9pcn with SMTP id recvd-canary-69d8596bbc-l9pcn-1-67532DF1-22 2024-12-06 17:01:37.319615219 +0000 UTC m=+1893210.921173624 Received: from NDAyMzQxODk (unknown) by geopod-ismtpd-1 (SG) with HTTP id -JHHOyHQQhyeVnZz2zxhKw Fri, 06 Dec 2024 17:01:37.208 +0000 (UTC) Content-Type: multipart/alternative; boundary=3340a8aadc3f18c93c41a76df7d353ea67731e96fd72fb6cf0175f5f20c8 Date: Fri, 06 Dec 2024 17:01:54 +0000 (UTC) From: Collin Stewart Mime-Version: 1.0 Message-ID: <-JHHOyHQQhyeVnZz2zxhKw@geopod-ismtpd-1> Subject: subtitles & new steps Reply-To: Collin Stewart x-beehiiv-ids: =?us-ascii?Q?{=22account=5Fname=22=3A=22https=3A=2F=2Fpredictablerevenue-newsletter=2Ebeehiiv?= =?us-ascii?Q?=2Ecom=2F=22=2C=22campaign=5Fid=22=3A=226025ee58-c8f3-423?= =?us-ascii?Q?c-8876-07ee58297c5c=22=2C=22category=22=3A=22newsle?= =?us-ascii?Q?tter=22=2C=22email=5Fgenerated=5Fat=22=3A1733504496=2C=22?= =?us-ascii?Q?user=5Fid=22=3A=223c5b97ff-00a9-4acc-916d-c137b?= =?us-ascii?Q?ca24b1d=22}?= x-beehiiv-type: newsletter x-newsletter-signup: https://predictablerevenue-newsletter.beehiiv.com/subscribe List-Unsubscribe: =?us-ascii?Q?=3Cmailto=3A3c5b97ff-00a9-4acc-916d-c137bca24b1d+1d17dc26-c1df-44e?= =?us-ascii?Q?0-812a-883b6ad5b6bc+6025ee58-c8f3-423c-?= =?us-ascii?Q?8876-07ee58297c5c=40unsub=2Ebeehiiv=2Ecom=3E=2C?= =?us-ascii?Q?_=3Chttps=3A=2F=2Fpredictablerevenue-newsletter=2Ebeehiiv=2Ecom=2Funsubscribe?= =?us-ascii?Q?=2FeyJ0eXAiOiJKV1QiLCJhbGciOiJIUzI1NiJ9=2Ee?= =?us-ascii?Q?yJzdWJzY3JpYmVyX2lkIjoiMWQxN2RjMjYtYzFk?= =?us-ascii?Q?Zi00NGUwLTgxMmEtODgzYjZhZDViNmJjIiwicG9?= =?us-ascii?Q?zdF9pZCI6IjYwMjVlZTU4LWM4ZjMtNDIzYy04OD?= =?us-ascii?Q?c2LTA3ZWU1ODI5N2M1YyIsImxhc3RfcmVzb3VyY?= =?us-ascii?Q?2VfZ3VpZCI6IlBvc3Q6NjAyNWVlNTgtYzhmMy00?= =?us-ascii?Q?MjNjLTg4NzYtMDdlZTU4Mjk3YzVjIn0=2EroJFen1?= =?us-ascii?Q?Ylndq4Q3U0ch4j-ZzLqIWaJtT68ZM4NbnF2Y=3E?= x-list-owner: sId: 3c5b97ff-00a9-4acc-916d-c137bca24b1d x-list-id: 3c5b97ff-00a9-4acc-916d-c137bca24b1d x-newsletter: https://predictablerevenue-newsletter.beehiiv.com/p/subtitles-and-new-steps x-newsletter-id: https://predictablerevenue-newsletter.beehiiv.com/ Feedback-ID: =?us-ascii?Q?6025ee58-c8f3-423c-8876-07ee58297c5c=3Anewsletter=3A3c5b97ff-00a9-?= =?us-ascii?Q?4acc-916d-c137bca24b1d=3A23270855726497d?= List-Unsubscribe-Post: List-Unsubscribe=One-Click X-SG-EID: =?us-ascii?Q?u001=2E7ozyt+tmjDsHnEocxX8pymFA2v5OOh2V4Pdr6hGVjZo99sLHT4OeEg7as?= =?us-ascii?Q?oEFtQzIa0qAOkk1QezFA4qrCcff9558yNK8x6zQ?= =?us-ascii?Q?0aLhxDCyAuB9kgcSLas3IIKR+fvCUJBBjPqoyVT?= =?us-ascii?Q?TgJ50ZlbraPOTXVKbQORDBiTIiVWBDRT085zSfC?= =?us-ascii?Q?qsysZH3p+GuNPiUUaNOV4ExaNneD+bxe0IChS5c?= =?us-ascii?Q?5=2F0a+GaFPknJfzVKPjlmE4lhzvCzbZBZmAI4qL8?= =?us-ascii?Q?TXD7MPwTFAcGfcgNt5uQI+EMbYN85MfPbOWPnrv?= =?us-ascii?Q?9NZoJ4Uw=3D?= X-SG-ID: =?us-ascii?Q?u001=2ESdBcvi+Evd=2FbQef8eZF3BpTL9BgbK5wfSJMJGMsmprAVgeiC8iaV7rEmQ?= =?us-ascii?Q?+cYi2k7Xfh965Cja9JipEmPQDfNLXto+JjlVfza?= =?us-ascii?Q?tiBVeIOK7UcFBem24wlEz54GAay08sQP+q3fviw?= =?us-ascii?Q?q9PJmaHKao2qjOPY78txPshp0hs+ZM7JLs+8aYS?= =?us-ascii?Q?B3bK+bmAL8+9AaOGTsPZCSxD2dhqei4VKs2ZhxY?= =?us-ascii?Q?Q7VKnqvWSHaozUlrfyErgOHZzuZlLRblhzEs+9E?= =?us-ascii?Q?QiZ1Lt5U5yy3yZXfuEen7S59IA=3D=3D?= To: "andrew@sterlingcal.com" X-Entity-ID: u001.RuZ2+X9IBGtjUb8qq3teHQ== X-Spam-Status: No, score=-4.3 X-Spam-Score: -42 X-Spam-Bar: ---- X-Spam-Flag: NO --3340a8aadc3f18c93c41a76df7d353ea67731e96fd72fb6cf0175f5f20c8 Content-Transfer-Encoding: quoted-printable Content-Type: text/plain; charset=utf-8 Mime-Version: 1.0 Good morning Andrew,=20 I=E2=80=99m working on subtitles and design this week. Well, technically th= e design is blocked by my lack of commitment on a subtitle so I need your h= elp again. But first, a little context with where I am with the book develo= pment.=20 The title is settled, The Terrifying Art of Finding Customers. My goal is t= o connect the worlds of Customer Development and Sales, showing founders ho= w to progress from one to the next without missing any steps. The content w= ill cover finding product market fit, stepping into the founder sales role,= and building your first sales team.=20 Here=E2=80=99s what I have so far=E2=80=A6 If you have a better idea reply back at me! If I use it, I=E2=80=99ll send = you a free copy of the book when it=E2=80=99s out.=20 _**Looking for a little more? **_ The book started out as Predictable Revenue 2 because that was the book tha= t I felt I was supposed to write. My cofounder Aaron wrote the first one an= d so writing a follow up seemed like the right thing to do. But when I star= ted writing about cold emails, cold calling, etc=E2=80=A6 I was bored, supe= r bored. A piece of advice I received was to =E2=80=9Cfollow the words=E2= =80=9D, meaning that any time words started to come easily, that=E2=80=99s = the subject I should focus on today.=20 The days when the words came the easiest were the ones where I focused on c= ustomer development. When I first started learning about the subject, I cou= ldn=E2=80=99t help but noticing the parallels to sales. A great customer de= velopment interview is effectively the first half of a great sales call. It= wasn=E2=80=99t until fairly recently, and having a few of you point it out= to me, that I realized the goal of the book was to connect the worlds of s= ales and customer development. It really sunk in when I got tactical and wr= ote about the four customer development interviews.=20 I=E2=80=99ve been running customer development interviews myself lately and= realized that there was a gap in my four meetings. I initially had written= them up as Exploratory Customer Development (looking for a gap), Focused C= ustomer Development (confirming the gap exists), Feedback Demo (making sure= you=E2=80=99re building the right thing), and Sales (asking for money). I = had included a note in the feedback demo section that I usually do two roun= ds of these, one with a prototype before I (we) build anything and one with= the MVP once it=E2=80=99s built.=20 What struck me as I went through this process was that while these two inte= rviews were similar, it didn=E2=80=99t make sense to group them together be= cause their timelines were so spread out. They could be weeks to months apa= rt. My goal with the framework was to show founders how to slowly walk peop= le from customer development into a sales conversation. Having the feedback= demo as two steps felt like I was wasn=E2=80=99t making progress so I deci= ded to break it up. Another consideration was testing and iteration, it=E2= =80=99s obviously important but I didn=E2=80=99t want to rewrite The Lean S= tartup. That said, here are the new customer development stages:=20 * Exploratory Customer Development: find a big unmet need * Focused Customer Development: validate the pain is shared by a wide audie= nce=20 * Paper Feedback: confirm my proposed approach will be 10x better=20 * MVP Feedback: confirm that what we built delivers on the promised 10x Splitting Feedback Demo into Paper and MVP helps me show that you=E2=80=99l= l need to test the idea with low fidelity prototypes before you build anyth= ing. This better communicates the process that I use, and have used, when g= etting something new off the ground.=20 One last thing I=E2=80=99m stuck on is what to call it. I=E2=80=99ve called= the time period The Middle but I wasn=E2=80=99t sure if I should make a na= me for these steps or just leave them as steps in the middle. One idea was = calling it the customer development ladder. What do you think? Reply back w= ith Middle, Ladder, or Other (and feel free to make other suggestions). Collin=C2=A0 PS - I=E2=80=99ve started picking up a few founder coaching clients again a= nd have one or two spots open in my calendar, hit me back if you=E2=80=99re= interested in learning more.=20 =E2=80=94=E2=80=94=E2=80=94 You are reading a plain text version of this post. For the best experience,= copy and paste this link in your browser to view the post online: https://predictablerevenue-newsletter.beehiiv.com/p/subtitles-and-new-steps --3340a8aadc3f18c93c41a76df7d353ea67731e96fd72fb6cf0175f5f20c8 Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset=utf-8 Mime-Version: 1.0 subtitles & new steps
<= td align=3D"center" valign=3D"top" style=3D"border:0px solid #FFFFFF;border= -radius:10px;background-color:#FFFFFF;" class=3D"c">
<= /table>

December 06, 2024   |   Read Online

subtitles & new steps

 
=3D"share
<= /tr>
3D"share
 
3D"share
 
3D"share
=
3D""
<= /tr>=

= Good morning Andrew,

I=E2=80=99m working = on subtitles and design this week. Well, technically the design is blocked = by my lack of commitment on a subtitle so I need your help again. But first= , a little context with where I am with the book development.

The title is settled, The Terrifying Art of Finding Cu= stomers. My goal is to connect the worlds of Customer Development and Sales= , showing founders how to progress from one to the next without missing any= steps. The content will cover finding product market fit, stepping into th= e founder sales role, and building your first sales team.

Here=E2=80=99s what I have so far=E2=80=A6

Which subtitle would you go with?

A Sleep-Deprived Foun= der=E2=80=99s Guide to Revenue

A Terrified Founder's Guide to Revenue

=

An Over-Caffein= ated Founder's Guide to Revenue

If you have a better idea reply back at me! If I use it, I= =E2=80=99ll send you a free copy of the book when it=E2=80=99s out. =

Looking for a little more?

The book started out as Predictable Revenue 2 b= ecause that was the book that I felt I was supposed to write. My cofounder = Aaron wrote the first one and so writing a follow up seemed like the right = thing to do. But when I started writing about cold emails, cold calling, et= c=E2=80=A6 I was bored, super bored. A piece of advice I received was to = =E2=80=9Cfollow the words=E2=80=9D, meaning that any time words started to = come easily, that=E2=80=99s the subject I should focus on today.

The days when the words came the easiest were the o= nes where I focused on customer development. When I first started learning = about the subject, I couldn=E2=80=99t help but noticing the parallels to sa= les. A great customer development interview is effectively the first half o= f a great sales call. It wasn=E2=80=99t until fairly recently, and having a= few of you point it out to me, that I realized the goal of the book was to= connect the worlds of sales and customer development. It really sunk in wh= en I got tactical and wrote about the four customer development interviews.=

I=E2=80=99ve been running customer devel= opment interviews myself lately and realized that there was a gap in my fou= r meetings. I initially had written them up as Exploratory Customer Develop= ment (looking for a gap), Focused Customer Development (confirming the gap = exists), Feedback Demo (making sure you=E2=80=99re building the right thing= ), and Sales (asking for money). I had included a note in the feedback demo= section that I usually do two rounds of these, one with a prototype before= I (we) build anything and one with the MVP once it=E2=80=99s built.

What struck me as I went through this process w= as that while these two interviews were similar, it didn=E2=80=99t make sen= se to group them together because their timelines were so spread out. They = could be weeks to months apart. My goal with the framework was to show foun= ders how to slowly walk people from customer development into a sales conve= rsation. Having the feedback demo as two steps felt like I was wasn=E2=80= =99t making progress so I decided to break it up. Another consideration was= testing and iteration, it=E2=80=99s obviously important but I didn=E2=80= =99t want to rewrite The Lean Startup. That said, here are the new customer= development stages:

  • = Exploratory Customer Development: fi= nd a big unmet need

  • Focused Customer Development: validate the pain is shar= ed by a wide audience

  • Paper Feedback: confirm my proposed approach will be 1= 0x better

  • MVP Feedback: confirm that what we built delivers on the promised = 10x

Splitting Feedback Dem= o into Paper and MVP helps me show that you=E2=80=99ll need to test the ide= a with low fidelity prototypes before you build anything. This better commu= nicates the process that I use, and have used, when getting something new o= ff the ground.

One last thing I=E2=80=99m= stuck on is what to call it. I=E2=80=99ve called the time period The Middl= e but I wasn=E2=80=99t sure if I should make a name for these steps or just= leave them as steps in the middle. One idea was calling it the customer de= velopment ladder. What do you think? Reply back with Middle, Ladder, or Oth= er (and feel free to make other suggestions).

Collin=C2=A0

PS - I=E2=80=99ve started= picking up a few founder coaching clients again and have one or two spots = open in my calendar, hit me back if you=E2=80=99re interested in learning m= ore.

3D"yt"3D"in"
 

Update your email p= references or unsubscribe here

© 2024 Predictable Revenue: Founders Edition

#304 210 = Carrall Street
Vancouver, BC V6B 2J1, Canada

3D"beehiivPowered by beehiiv=
Terms of Se= rvice
--3340a8aadc3f18c93c41a76df7d353ea67731e96fd72fb6cf0175f5f20c8--