Ask customers what they want and they'll tell you, right? Or show them a variety of options and they will choose what they like best.

You capture feedback and insights from your customers, and you know all the traditional ways to do it. Surveys. Interviews. Focus Groups.

‍But there's a problem.
‍None of these tools deliver the real insights you seek.

No uncovering of innovative ideas. No revealing of customer pain points. No explanation on why customers aren't engaging.
‍
Here's why: We overlook their signals.

So it's time to flip the perspective. Instead of seeking answers to our questions, we need to discover customer's context and dissect the signals they are sending.

That kind of information can only be found with a new methodology. I call that method The 3W Matrix®, and it’s what makes customer discovery more effective. When your team learns to define customer context, they’ll uncover the insights that help customers achieve their goals and help you achieve yours.