This is a sales technique, SPIN. Situation, Problem, Implication, Need-Payoff. But it’s also very applicable to Software Development. In essence: analysis and design.The technique, written-up by Neil Rackham, tells us how to listen to clients and (creating) their needs. It’s said to be the most used sales technique in the world, but that’s not how we will see it.
Of course in a project, this probably is done way before you, the developer / analyst / designer comes around. But essence is there. Repeat it. This technique shows us a unique way in investigating why we’re actually there and what the solution is solving.
SPIN shows us four simple steps in analysis. It tells us to ask open, but direct questions to the customer, or problem owner, or any other stakeholder.
The first step is the Situation. What is the customers current situation? This is the main thing. It can be stripped out to different questions, that you need to decide for yourself to ask. But it can be something like ‘What is the line of business you’re in?’, ‘Who are your competitors?’, ‘Is your business growing?’.
Second we ask about dissatisfactions, difficulties or problems. The Problem phase. These questions are asked to investigate where the problem owner has a problem with.
Now comes the real phase, Implication. During this phase we investigate what effects, consequences or implications the problem has for the stakeholder. Think about increased costs, slowing down progress or quality issues.
The Need-payoff phase is probably why we’re here. This is the project, get into it. What will the organization, stakeholder or customer gain from solving these issues? And what’s it worth to them?
Have fun with this brilliant, yet extremely simple technique. But remember, it all has to do with listening.
