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Where to play represents the set of choices that narrow the competitive field. The questions to be asked focus on where the company will compete—in which markets, with which customers and consumers, in which channels, in which product categories, and at which vertical stage or stages of the industry in question.

Playing to Win

A. G. Lafley, Roger Martin, A.G. Lafley, Roger L. Martin

I also recommend a minimum of three, one‐hour customer interactions each week, ongoing, and during the weekly 1:1, I love to ask about these customer interactions and see what the product person has learned. I also encourage the product person to share with me stories of what they experienced during these visits, and then to share these stories widely around the company. I explain that my purpose is to establish the reputation of this product person as someone who has a deep and personal knowledge of the company's users and customers.

Empowered

Marty Cagan and Chris Jones

I recommend teams use three different artifacts to keep track of what they are learning from their customer interviews: 1. The interview snapshot: This artifact summarizes what you learned from a single customer interview. Teams should create an interview snapshot for each interview that they conduct. 2. A comprehensive experience map: This map represents the experience of multiple customers. It’s an amalgamation of all the individual experience maps that appear on your interview snapshots. 3. An [opportunity solution tree](https://www.producttalk.org/opportunity-solution-tree/): This artifact captures any opportunities from across your interview snapshots that are relevant to your current [product outcome](https://www.producttalk.org/2020/05/product-outcomes/).

The Interview Snapshot: How to Synthesize and Share What You Learned From a Single Customer Interview

Teresa Torres

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