Get to Know Your Customers Training

Are you trying to uncover your customer's pain points? This three-week workshop shows you how to get maximum value from interviews, cultivate mutually beneficial relationships with your customers, and create value propositions that speak to your audience.

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  • 4.5 hours of live sessions over 3 weeks
  • 6 hours of online material and exercises
  • 5 : 1 attendee-to-coach ratio
  • Peer-to-peer feedback + alumni group
  • 1-year access + free upgrades
  • Certificate of completion

Practical Training for Innovation Leaders

By innovators, for innovators.

Our interactive program pairs you with a master coach to help you identify the practical metrics needed to make data-driven decisions.

You will:

  • Learn how to execute and extract value from customer interviews
  • Learn how to structure customer discovery conversations to uncover patterns and insights that only your customers can reveal
  • Improve your data capturing and synthesizing capabilities with an introduction to multiple note-taking tools
  • Build empathy for your customer and the pain you are trying to solve for them
  • Streamline team conversations with a shared customer-centric language amongst those creating the solution
  • Capture relevant traits of your customers into predictive personas


You'll take home a personally tailored interview guide, a collection of note-taking templates, and a predictive, testable persona of your target customer.

Make Real Progress

Each week you will commit to 3 hours of self-study sessions and 2 hours of interactive work with your coaches and peer group to turn theory into practice, making real progress on your innovation project.

Taught by Innovators

Our innovation coaches are experienced entrepreneurs and corporate innovators that have worked with dozens of accelerators and coached across 30+ industries. In addition to weekly sessions, we are always available online to answer any questions about your project.

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Our Clients Include

Get to Know Your Customers Training

Week by Week Curriculum

Week 1


Get to know your instructors and your peers! We’ll do some short icebreakers and then go through a live exercise to understand the pitfalls of making assumptions about your customers. We’ll see firsthand how asking questions can illuminate customer preferences.

Week 2

Personas Wrap-up

This workshop covers how to draft a proto persona to help your team visualize and empathize with your most important stakeholder, your customer. We’ll guide you through the creation of this customer-centric tool so that you can more easily recruit your early adopters for customer discovery interviews.

Week 3

Customer Discovery & Debriefing Wrap-up

After identifying and recruiting your customers, it’s critical to prepare for customer conversations to ensure you achieve your target goal: making customer-centric, data-driven decisions. This workshop guides you through practical strategies to prepare for, hold, and debrief customer interviews. You’ll use templates to better plan and document your interviews.

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Your Coaches

Tristan Kromer

Jon Ruark

Jon is an Innovation Coach with 17 years of Department of Defense and Intelligence Community experience. He is passionate about helping organizations become data-driven and helping entrepreneurs figure out where to start. Jon is an expert in hypothesis testing, business experimentation, innovation accounting, and MVP development.

Tristan Kromer

Tristan Kromer

Tristan Kromer works with innovation teams and leaders to create amazing products and build startup ecosystems. He has worked with companies from early stage startups with zero revenue to enterprise companies with >$1B USD revenue (Unilever, Swisscom, Salesforce, Fujitsu, LinkedIn).

Kromatic has 56 partners in 16 countries with 1 mission: to help you re-design organizations, processes, and environments to make innovation a sustainable competitive advantage.

Frequently Asked Questions

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