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    Course · Customer Intelligence trackStrategy

    Customer Needs

    Distinguish stated, latent and unmet needs; separate wants from must-haves.

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    Run this as a workshop

    Facilitator guides, practice worksheets and completed examples for running this with your team.

    Lean Canvas
    Problem, solution, value prop, segments, channels, revenue, costs.
    Audience Bullseye
    Inner, middle, outer circles — who we serve first, next, last.
    ICP Card
    One page: firmographic, behavioral, fit and disqualifiers.
    Customer Journey
    Stages × Actions, Touchpoints, Emotions, Opportunities.
    Journey Mapping Workshop
    90-min co-creation with sales, support, product.
    Customer Interview Script
    Open · jobs · pains · alternatives · close — with prompts.
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    Audience Strategy
    Who you choose to serve — demographics, psychographics, pains and priorities of the buyers you actually want to win.
    Customer Strategy
    The full commitment to customers you make: segments to win, jobs to solve, promises to keep, and value to deliver over the lifetime.
    Segmentation
    Segment a market by need, behavior, value and context — not just demographics.
    Personas
    Fictional profiles that make abstract segments concrete for the team.