Steps
Write daily value questions
Write 'What is value?' and 'What is value to my customer?' on post-it notes and place them where you'll see them daily
Project into customer mindset
Close your eyes and imagine you're one of your customers at the moment they realize they have a need or problem
Identify the emotional experience
Ask what emotional experience they want to feel that will let them know they've achieved the solution - focus on naming specific emotions, not outcomes
Schedule regular customer conversations
Commit to talking with at least one customer daily, or dedicate one day weekly broken into 15-minute conversation chunks
Ask the money question
Lead with 'What's your biggest fear or frustration?' - this reveals where to create the most value
Follow up with outcome questions
Ask what result they want, what already works, what needs improvement, and how it would look if perfect
Listen for strategic byproducts
Stay open to bigger opportunities that emerge from customer feedback rather than being married to your original idea