45-Day PD is a cohort-based workshop designed by Ash Maurya (author and creator of the Lean Canvas) that teaches you how to uncover big-enough problems worth solving using carefully scripted customer interviews.
If you can describe your customer’s problems better than they can, there is an automatic transfer of expertise — your customers start believing that you must also have the right solution for them. Marketer, Jay Abraham, calls this phenomenon the “Strategy of Pre-eminence”.
You’ve probably experienced this at your doctor’s office. After receiving a successful diagnosis, you probably believed your doctor had figured out your ailment, and you rushed to fill the prescription they’d ordered — even though your doctor was simply following a systematic process of elimination by unpacking your symptoms using educated guessing.
Deeply understanding your customers better than they do is the first step to building products and features your customers cannot refuse -- because they are met with instant problem/solution fit.
While the idea of starting with problems before solutions is simple, doing this effectively can be quite challenging. You can’t simply ask customers to list their top problems because
This is why surveys and focus groups fall short at the early stages of a product. They are validation, not discovery, tools. The best way to discover problems worth solving is through one-on-one customer interviews.
But simply talking to customers is not enough. You have to know how.
The good news is that problem discovery is a skill which means it can be learned. The fastest way to learn any skill is through deliberate practice, perceptual learning (e.g. using simulations), and rapid feedback.
Here's how we do this:
Working with existing ideas is often mired in existing biases, sunk cost fallacies, and a shroud of confidentiality — all of which limit teams from taking off their blinders and really see the world of possibilty. In other words, our natural predisposition for falling in love with our solutions (innovator's bias) gets in the way of uncovering real problems worth solving.
It is for this reason, that we first teach you the skills of problem discovery by practicing them on products other than your own. Starting with a clean slate helps you check your constraints at the door — making it easier for you to see the world in a completely new way and rewire your foundational mindsets.
Once you learn to see the world differently, you can then readily apply this new lens to growing any existing product or launching a new product thereafter.
"This program not only changed my approach to building my startup, but it made sure I was focusing on loving the problem and not the product, and constantly reminding myself that the product is the whole business model and not just the MVP itself."
In 45-Day PD, you learn by doing. The program is delivered over four online workshops (2 hours each) run weekly for 4 weeks. These workshops teach you the skills you need to acquire to deeply understand customers.
In between workshop sessions, you'll get to apply everything you learn using a battle-tested curriculum, online tools, and by way of running customer interviews.
WEEK 1: THE CUSTOMER FORCES MODEL
In this workshop you'll learn the behavioral science of how customers buy and use products. We'll build on this model in subsequent workshops.
WEEK 2: RUNNING A PROBLEM DISCOVERY SPRINT
This workshop breaks down the 3 steps for running effective customer interviews.
WEEK 3: UNPACKING INSIGHTS
We'll cover how to post-process your raw interview notes into actionable insights.
WEEK 4: ADVANCED TACTICS
Interviewing is a skill that gets better with more practice. We'll discuss more advanced techniques for running interviews.
This program is hands-on and delivered over 45 days.
$1,999/attendee
Add additional team members at a 50% team discount: $999/attendee
Most large companies will reimburse you (ask your manager or HR team).
If you're a student, work at a qualifed non-profit, or a startup
(with under 10 employees, less than $1 million in annual recurring revenue, and less than $2 million
in funding), you qualify for discounted pricing.
$1,499/attendee
Add additional team members at a 50% team discount: $749/attendee
If you're planning on taking more than two workshops from our validation series, you'll save over 30% with the 120-Day Startup bundle.
120-Day Startup is a product launch fast-track that combines the first three workshops in our continous innovation roadmap:
We offer this program twice a year -- in the spring and winter. You can choose to take all three workshops back-to-back or space them over the year.
The bundled workshops alone pay for the price of membership. In addition, you'll get 1 year access to an Academy membership which unlocks all our stage-based playbooks, business model validation tools, community, and coaching resources.
Learn more about 120-Day Startup
"If you're interested in entrepreneurship/innovation, forget going to Harvard Business School (FYI, I am an MBA graduate of HBS). Apply these concepts instead. Had I done so, I know I would have saved myself much time, money, and the attendant dead brain cells."
Due to the high-touch nature of this program, we only accept a limited number of participants into each cohort. As a result, we have a no refunds policy once the program starts.
We understand that circumstances change and if you find that you need to defer your participation to a later cohort, we can move you one-time to the next available cohort.
For the same reason that we attend schools and universities, or elite athletes hire coaches -- for experience, advice, and external accountability.
That's what makes this program different from traditional courses. In addition, we are constantly evolving and refining our framework. You'll learn a completely revised problem discovery process with updated interview scripts and offer testing techiques not covered in any of our books.
The coaching program is run 100% online using the LEANSTACK platform to deliver courses, tools, and livestream events. We also have coaches in (almost) every timezone region which means you can attend from anywhere.
We recommend allocating 10-15 hours a week.
We run the live workshop sessions in 3 timezones (Central US time, London time, and Sydney time). You specify your preference during registration which determines your cohort. The 1:1 coaching session will be coordinated to mutually fit. Everything else is handled asynchronously over the LEANSTACK platform.
Yes. We partner with a number of accelerators who teach our playbooks in their programs and are happy to introduce you to investors if fund-raising is part of your goal.
Just drop us an email at [email protected] or use the chat widget in the bottom-right corner of your screen.
"Life's Too Short to Build Something Nobody Wants"
This program is hands-on and delivered over 45 days.
$1,999/attendee
Add additional team members at a 50% team discount: $999/attendee
Most large companies will reimburse you (ask your manager or HR team).
If you're a student, work at a qualifed non-profit, or a startup
(with under 10 employees, less than $1 million in annual recurring revenue, and less than $2 million
in funding), you qualify for discounted pricing.
$1,499/attendee
Add additional team members at a 50% team discount: $749/attendee
If you're planning on taking more than two workshops from our validation series, you'll save over 30% with the 120-Day Startup bundle.
120-Day Startup is a product launch fast-track that combines the first three workshops in our continous innovation roadmap:
We offer this program twice a year -- in the spring and winter. You can choose to take all three workshops back-to-back or space them over the year.
The bundled workshops alone pay for the price of membership. In addition, you'll get 1 year access to an Academy membership which unlocks all our stage-based playbooks, business model validation tools, community, and coaching resources.
Learn more about 120-Day Startup