George has been sifting through search results for a while...
John, great talking to you today. Below is a collection of some of the Customer Discovery tools I would use. Some of these need tweaking towards Atlas Lane, but these resources should help to give you a better idea. The Webreel is ordered in the general flow of how the discovery should be done.
In short, at the core of the process is the Business Model Canvas (first doc in Reel). This is a layout of your Business on one page. It allows you to create hypotheses (potential business moves, product offerings, new customers, so on), test them, and then adjust the Canvas as needed. You start with the Canvas and always come back to here after every iteration to adjust and adapt.
The next document is the Agile Customer Discovery Loop. It is the big picture loop to follow to find and exploit new customers.
The rest are individual documents used to really learn about the customer and their goals. I give a summary under each one.
One important note- When doing interviews, it is important to try to get the absolute decision maker in on the actual interviews (if possible). This is on both ends, not only the customer but also guys like you and Trever. It does not have to be with every interview, just a few. Leaders need to see first hand what customers are saying or they won't believe it/ be as likely to fix it.
We would start by filling out the canvas to the best of our ability. Based on things you already know from your experience as an organization. Some of it would be a guess, but it is just a starting point. We would then go start-interviewing customers based on the hypotheses in the Canvas. We find out if our ideas are good/bad and you adjust until we have a great product-market fit.
Simultaneously, we are gathering any other public data that currently exists and make sure it matches what we are trying to do. This becomes a never-ending process that will allow us to Build, Measure, and Learn while staying agile and lean.
There is a lot more to this process, but this is a great starting point. I have a lot of videos and how-tos that coincide with all of this, so if you need more just let me know.