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Lenny's Podcast / episode intelligence

Identify your bullseye customer in one day | Michael Margolis (UX Research Partner at Google Ventures)

1 Dec 2024 20 published claims 2 attributable people
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Speakers in the public record

Michael MargolisLenny Rachitsky

Claim mix

preference 5recommendation 4belief 4uncertainty 2evaluation 2observation 2prediction 1

Evidence policy

Every row below preserves an exact excerpt. Identified speakers are linked; unresolved voices are labeled and excluded from people counts.

Claim ledger

The useful parts, with receipts.

20 published records

01 / recommendation

Yeah. The basic formula, the way I think about it, is five and three in one. So it's five bullseye customers and three very simple prototypes, and then we conduct those interviews in one day while the whole team is watching and debriefing and thinking about what are the key big takeaways at the end of that, and so that's all as a team.

“Yeah. The basic formula, the way I think about it, is five and three in one. So it's five bullseye customers and three very simple prototypes, and then we conduct those interviews in one day while the whole team is watching and debriefing and thinking about what are the key big takeaways at the end of that, and so that's all as a team.”
Publisher
Lenny's Podcast

02 / uncertainty

I haven't written a report in, I don't know, 10 years, because at the end, when we capture those big takeaways, the team has captured it.

“I haven't written a report in, I don't know, 10 years, because at the end, when we capture those big takeaways, the team has captured it.”
Publisher
Lenny's Podcast

04 / belief

I think there's a nuance here of, if this group is not only hard to find but hard to reach and get them to talk to you at all, that's already going to make your life hard building this company.

“I think there's a nuance here of, if this group is not only hard to find but hard to reach and get them to talk to you at all, that's already going to make your life hard building this company.”
Speaker
Lenny Rachitsky
Publisher
Lenny's Podcast

05 / belief

The basic formula, the way I think about it, is five and three in one. So it's five bullseye customers and three very simple prototypes, and then we conduct those interviews in one day while the whole team is watching and debriefing and kind of thinking about what are the key big takeaways at the end of that.

“The basic formula, the way I think about it, is five and three in one. So it's five bullseye customers and three very simple prototypes, and then we conduct those interviews in one day while the whole team is watching and debriefing and kind of thinking about what are the key big takeaways at the end of that.”
Publisher
Lenny's Podcast

06 / belief

There's this other thing that I think is worth mentioning that I've come across, which, when we do this set of predictions, so again, it's across all different kinds of businesses, all different kinds of domains, there's certain patterns that I've noticed that show up over and over about mispredictions.

“There's this other thing that I think is worth mentioning that I've come across, which, when we do this set of predictions, so again, it's across all different kinds of businesses, all different kinds of domains, there's certain patterns that I've noticed that show up over and over about mispredictions.”
Publisher
Lenny's Podcast

07 / uncertainty

In the same way, we define this bullseye, and then when I go recruit and try to find them, if I can't find them, I usually take that as a sign of something also. I'm like, "I don't know if these people exist.

“In the same way, we define this bullseye, and then when I go recruit and try to find them, if I can't find them, I usually take that as a sign of something also. I'm like, "I don't know if these people exist.”
Publisher
Lenny's Podcast

09 / evaluation

I have to genuinely want to understand and see the world and my product through their eyes. And you're going to hear stuff that is wrong, you know doesn't make sense, or you're like, "That's weird.

“I have to genuinely want to understand and see the world and my product through their eyes. And you're going to hear stuff that is wrong, you know doesn't make sense, or you're like, "That's weird.”
Publisher
Lenny's Podcast

10 / observation

We were like, "Oh, yeah, there it is." So that second group of people, you just start building this confidence in the match between what you're building, what the problem is you're solving, and who exactly you're building it for.

“We were like, "Oh, yeah, there it is." So that second group of people, you just start building this confidence in the match between what you're building, what the problem is you're solving, and who exactly you're building it for.”
Publisher
Lenny's Podcast

11 / observation

" What I love seeing is that, quite frankly, one of the most common things across all of these businesses, all these sites, all these studies, is that one of the things that people say we need to do next is more research.

“" What I love seeing is that, quite frankly, one of the most common things across all of these businesses, all these sites, all these studies, is that one of the things that people say we need to do next is more research.”
Publisher
Lenny's Podcast

12 / prediction

Once you figure this out, you want to be very confident these group will absolutely love what you're presenting, because you're trying to learn as much as you can from the people that most love it.

“Once you figure this out, you want to be very confident these group will absolutely love what you're presenting, because you're trying to learn as much as you can from the people that most love it.”
Speaker
Lenny Rachitsky
Publisher
Lenny's Podcast

13 / recommendation

Get the team together, and I pepper them with a lot of questions to figure out exactly who is this bullseye customer that we've been talking about. And the reason I love doing this as a team is that what happens invariably is having that conversation before we've even gotten to any interviews is super clarifying for a team, because they tend to get a shorthand about who their customers are.

“Get the team together, and I pepper them with a lot of questions to figure out exactly who is this bullseye customer that we've been talking about. And the reason I love doing this as a team is that what happens invariably is having that conversation before we've even gotten to any interviews is super clarifying for a team, because they tend to get a shorthand about who their customers are.”
Publisher
Lenny's Podcast

17 / evaluation

As I talk to people who come from that tradition, I don't know what else to describe it, is they're doing similar work, but they don't seem to describe themselves as product managers.

“As I talk to people who come from that tradition, I don't know what else to describe it, is they're doing similar work, but they don't seem to describe themselves as product managers.”
Publisher
Lenny's Podcast

18 / preference

What I mean by that is if I were to say, "I will pay $125 to anybody who is a product manager who listens to Lenny's podcast," and all of a sudden, I'm going to get a bazillion people who are just like, "I will take that $125.

“What I mean by that is if I were to say, "I will pay $125 to anybody who is a product manager who listens to Lenny's podcast," and all of a sudden, I'm going to get a bazillion people who are just like, "I will take that $125.”
Publisher
Lenny's Podcast

19 / preference

In humble inquiry, you basically have to be vulnerable. And I can always do it because I'm not the founder, and I've always present myself as like, "I don't know the space.

“In humble inquiry, you basically have to be vulnerable. And I can always do it because I'm not the founder, and I've always present myself as like, "I don't know the space.”
Publisher
Lenny's Podcast
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