Disruptors Co logo

DH21 – Customer conversations

Disruptors handbook: dh21

How to turn customer chats into strategic gold.

The 95-5 Framework for Marketing

In an era where data is abundant but empathy is scarce, real conversations with customers are your untapped competitive edge.

Disruptors Handbook #21 is your go-to field guide for conducting effective customer conversations that reveal more than just pain points — they uncover stories, motivations, and unmet needs that drive real innovation.

Whether you’re designing new products, testing assumptions, or shaping your go-to-market strategy, this handbook arms you with practical tools, sample prompts, and a repeatable structure to dig deep — and act smart.

HANDBOOK DOWNLOAD

By downloading this handbook you will learn …

  • Why customer conversations outperform surveys and analytics
  • How to structure conversations that surface insights, not just opinions
  • The Conversation Canvas – a reusable tool to plan and debrief sessions
  • Probing techniques like the “Five Whys” to get to the root cause
  • Best practices for creating safe, engaging environments
  • How to synthesise conversations into actionable product or marketing strategy