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If you sell during a discovery interview, you will destroy your credibility.
While it can be tempting to economize and combine Discovery and Preference interviews, this should not be done for three reasons: 1) the two types of interview require entirely different thinking processes, and in many cases, different participants and companies; 2) the Discovery interview is too time-consuming and tiring for the customer to continue with yet more questioning; 3) the team needs to have the brainstorming results available from all of the Discovery interviews before it begins converging on the best ideas.
We have also found that interviews are best conducted in two steps: a round of Discovery interviews followed by a round of Preference interviews.
After several Discovery interviews are completed, the team moves on to convergent thinking.
Mason suggests calling an executive for a discovery interview, where you can ask about his or her career path and new developments in the industry.
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