To follow is an example amazonaws com

     

   

A Koan study is a series of questions and answers to gain deeper understanding into what our prospects want. To follow is an example:

The product is a piece of software to spy on successful Teespring campaigns. Why would someone want to spy on successful Teespring campaigns? Because if you find a successful campaign, you can emulate it. Why would you want to emulate a Teespring campaign? Because it saves you time finding designs that are already working. Why would it be important to find designs that are already working? Because if a design is successful, it’s likely people would purchase a similar design. Why would people want to purchase a similar design? Because they have shown they’ll already buy a shirt in that niche. They are raving fans. How do you know they are raving fans?

Because there’s many successful shirt campaigns already running in that niche. It shows there are a lot of people who want to buy those kind of designs. ************************************************* I think you can easily see how powerful this technique is to dig into the true motivations of why your target audience would want to buy a product like yours. I’ll often fill 2 or 3 pages of questions and answers like this to make sure I’m really hitting on why someone would want to purchase a product.