The team was ready to explore their ideas, but one of the challenges they faced was that they were addressing two different customers, one of which was internal: Intuit’s phone support staff, who help the company’s external customers with billing issues. The team decided to run, with the internal phone support staff, small experiments related to everything from tone of voice, to billing communication, to more traditional features. The end result was that the team made rapid progress and reframed their understanding of this staff as “potential startup customers,” in Blank’s words. This small
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