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The 'Five Whys' is a technique used in the Lean Product Playbook to understand the core needs of a customer. It involves asking 'why' five times to a customer's response during a discovery interview. The idea is to dig deeper beyond the superficial needs and understand the underlying value or benefit that the customer perceives. This technique was originally developed by Toyota and is used to trace the root cause of a problem by asking 'why' to every answer until the fundamental issue is identified.
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Customer needs begin as hypotheses that can be validated through one-one-one customer discovery interviews. In these interviews, each need is shared with the user, and they are asked to estimate how much value they perceive. Asking follow-up questions on why benefit matters can open up a deeper understanding of a core need beyond the superficial needs. A template for doing this is Toyota's model of asking ""Five Whys.""
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Why do so many products fail? It's not because they are built or marketed poorly, but because they don’t delight customers. Read this book summary for...
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