Before writing a book for military families, Rabe conducted months of interviews with service members and spouses. She then integrated their practical advice and coping mechanisms—like tracing a parent's hand for a "high five"—directly into the story, ensuring the book was both authentic and genuinely helpful.
Related Insights
Customers, like founders, have a gap between their stated beliefs and actual behaviors. Instead of relying on discovery interviews, watch them work. Observing their actions reveals their true operating philosophy—what they genuinely value—which is a more reliable guide for product development than what they say.
Instead of crafting a story internally, ask your best customers what they say about you to others. Their organic language reveals what's truly interesting, memorable, and different about your brand, providing a powerful, market-tested narrative.
Instead of inventing ideas, 'snatch' them from real-life observations. The power lies in using concrete, specific details from these moments—like an overheard conversation. This makes content more original, relatable, and emotionally compelling than generic advice, fostering a deeper audience connection.
Rabe's first book deal came after she pitched a heartfelt personal story from her childhood. Though the pitch was initially met with silence, an editor recognized the universal emotional core (friendship over possessions) and asked her to adapt it for the Sesame Street character Bert, proving the power of authentic storytelling.
To find unique subject matter expertise beyond the C-suite, interview engineers and technical staff. They possess nuanced, in-the-trenches knowledge of customer problems. This approach consistently produces the most technical and highest-engaging content, even if it requires more effort to create.
The massive success of the book series wasn't an accident. Canfield and his co-author only included stories they had repeatedly told in live workshops. This allowed them to gauge audience reaction—tears, laughter, inspiration—ensuring every story was a proven 'hit' before it ever went to print.
The only reliable way to understand a customer is to "forward deploy"—work alongside them in their actual environment. This direct experience of their job closes the context gap that interviews can't bridge, revealing unspoken needs and frustrations.
When his publisher claimed firefighters "aren't readers," author Mike Perry booked himself at their conventions. By telling stories in their own vernacular and reflecting their experiences, he sold hundreds of books per event. This shows that authentic engagement with a niche community can unlock markets that traditional gatekeepers overlook.
The first step to humanizing a brand is not internal brainstorming, but conducting deep-dive interviews with recent customers. The goal is to understand precisely what problem they were solving and why they chose your solution over others, grounding your brand messaging in real-world validation.
For products targeting specialized professionals like pilots, credibility is paramount. The most effective way to ensure product-market fit and user adoption is to hire an actual end-user (like a pilot) onto the product team. They can co-create concepts, validate language, and champion the product to their peers.
