NIHITO Principles in Action: Strategies for Conducting Systematic Buyer and User Interviews 


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NIHITO Principles in Action

Strategies for Conducting Systematic Buyer and User Interviews

NIHITO (nothing important happens in the office) is the foundation of Pragmatic Institute’s philosophy, yet it can be challenging for product professionals to establish a regular cadence of productive meetings with buyers and users. Often, the problem isn’t prioritizing time to speak with customers, the problem is implementing a plan to systematically and effectively book these important meetings.

To be successful, you need a clear plan and effectively communicated goals that ask for the time from your market audience. You also need to enlist the help of your marketing and sales colleagues.

Scott Olson, founding partner at Compete2Win, and a product team leader for 25 years, discusses:

    • Choosing the appropriate audience: potentials, evaluators and customers
    • Best practices to implement when asking for meetings and common mistakes to avoid
    • Incentives or no incentives, and which ones work best
    • Tricks, tools and processes to simplify setting meetings
    • How to get buy-in from sales and marketing when you don’t own those relationships
    • Leveraging meetings to get more meetings

Author

  • Pragmatic Editorial Team

    The Pragmatic Editorial Team comprises a diverse team of writers, researchers, and subject matter experts. We are trained to share Pragmatic Institute’s insights and useful information to guide product, data, and design professionals on their career development journeys. Pragmatic Institute is the global leader in Product, Data, and Design training and certification programs for working professionals. Since 1993, we’ve issued over 250,000 product management and product marketing certifications to professionals at companies around the globe. For questions or inquiries, please contact [email protected].

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