Venture Design may refer to

Key Terms: customer discovery; design thinking; human-centric design; informal research method


Alexander Cowan visualizes Venture Design as a rhetorical, recursive process that consists of six major activities:

Source: Venture Design by Alex Dowan,

Personas

In Writing Studies, especially rhetoric, the term persona refers to a rhetor’s use of a literary masque (or mask) to hide his or her true opinions about a matter. For instance, someone may believe in a company and yet attempt to purchase it at a lower price by going on social media channels for stock trading and telling existing stock holders all the reasons they should not buy a stock.

In contrast, persona in Customer Discovery refers to the mindset and behaviors of a customer who is imagined to represent a cohort of customers. For instance, when considering how to characterize how people adopt to technology, Everett Rogers (2003) theorized there were five major personas: Innovators, Early Adopters, Early Majority, Late Majority, and Laggards.

Personas are developed by interviewing customers. As you interview new people to test new ideas, you will most likely begin to see patterns in the data. These patterns are revealed as shared narratives, shared perspectives, about the problem space. By listening to customers, you can learn about what they

Problem Scenarios & Alternatives
In rhetorical theory, the problem scenario is the rhetorical situation. It is the exigency for the innovation.

In Customer Discovery, Problem Scenarios are

real, imagined, and hypothesized problems and needs that particular people experience or are hypothesized to experience in a problem space

a unit of analysis, slices of time, that investigators study in empirical studies.

a rhetorical construct. In rhetorical theory, the problem scenario is the rhetorical situation. It is the exigency for the innovation.



In Alex Cowan’s Venture Design, customer discovery begins with the customer’s perspective of the problem. Here, customers are depicted as personas. Thus,

Venture Design is a rhetorical process: customers come into a rhetorical situation, they come across a problem space, with a particular perspective. That perspective informs their insights regarding problem scenarios and alternatives.

The “& Alternatives” part of the equation concerns existing solutions used in the problem.

Value Propositions & Assumptions. Define your business theses. Complete your BMC.

Customer Discovery & Experiments

User Stories & Prototypes. Engage in Customer Discovery to build things users need. Develop MVPS (minimum viable products) and prototypes.

Product & Promotion

  1. Personas
    Persona is a rhetorical construct.

    In Custom Discovery, a persona is a characterization of a user who represents a class or type of user. For instance, when considering how to characterize how people adopt to technology, Everett Rogers (2003) theorized there were five major personas: Innovators, Early Adopters, Early Majority, Late Majority, and Laggards. Presumably, personas represent a cohort of. user communities.

    Personas are developed by interviewing customers. As you interview new people to test new ideas, you will most likely begin to see patterns in the data. These patterns are revealed as shared narratives, shared perspectives, about the problem space. By listening to customers, you can learn about what they need, what causes them sufficient pain to warrant purchasing some sort of solution.
  2. A Problem Scenario & Alternatives
    In rhetorical theory, the problem scenario is the rhetorical situation. It is the exigency for the innovation. In Alex Cowan’s Venture Design, customer discovery begins with the customer’s perspective of the problem. Here, customers are depicted as Personas.

    The “& Alternatives” part of the equation concerns existing solutions used in the problem.
  3. Value Propositions & Assumptions
    Define your business theses. Substantiate your claims: Provide evidence in support of prototypes. Complete your BMC.
  4. Customer Discovery & Experiments
  5. User Stories & Prototypes. Engage in Customer Discovery to build things users need. Develop MVPS (minimum viable products) and prototypes.
  6. Product & Promotion

Resources