Table of Contents
Introduction
I was reading the G2 B2B Software Buyer Behaviour 2023 Report, and it sparked some thoughts on my personal mistakes and learnings from conducting 100s of user interviews and how to spot “real” opportunities.
In this essay, I share various angles and questions that can be used to probe the problem and identify opportunities worth pursuing.
Furthermore, I discuss how buyer behaviours can assist in crafting the right solutions, citing learnings from the G2 report.
B2B problem Space → Discovering Opportunities
Discovering opportunities requires probing the problem from the multiple angles while preventing biases to creep in!
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💡 Our objective is to find a valuable, painful and frequently occurring problem that a large number of organisations want to solve urgently!
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What is the real source of motivation & trigger for an org. to solve the problem?
- For any organisation, motivations map to one or more of the folloowing :
- Improves top line
- Opens up Strategic growth opportunities (like LLMs)
- Reduces cost
- Helps employees become productive in achieving their functional goals
- Reduces risks
- Improves quality/experience of their services
- It's crucial to understand the background context of the problem. Where does it arise? Is it part of their functional job, a recent request from a manager, or is it due to the organisation's strategic priorities intensifying the problem, etc? Take note of the subtle cues indicating when the problem first emerges in their professional life.
- What is the trigger now? Why did they get on this call? What happened that made them start looking for a solution today?
- Is this motivation/trigger enduring or fleeting?