There’s a problem with learning from customers – they’re no good at telling you what they need. They give you whimsical features lists, tell you they’ll use it and then don’t, and basically send you on a wild goose chase – unless you know how to make those conversations useful.

Discovery Mission is a full-day workshop that'll get you to market traction by unlocking actionable information in your customers' heads.

• learn how to talk to customers to get actionable information
• learn how to ask questions to get answers based on fact
• overcome your fear of reaching out and talking to customers

Starting with BBC technology and content normally reserved for academia or corporations, we'll take you through practical exercises to quickly frame solutions in a customer context, then validate by asking them the *right* questions.

And courtesy of UCL Advances partnership with Apptual.com ­ a chance to win the prize of seeing your business idea realized in the form of an App.

Discovery Mission is sponsored by UCL, and delivered by the founders of Leancamp, Design Jam and Founder-Centric.

Salim Virani, who started Leancamp and does Customer Development for a number of startups and accelerators around Europe.

Johanna Kollmann, a UX designer and researcher, co-founder of Design Jam, who currently is a product manager at Sidekick Studios.

Rob Fitzpatrick, who’s started too many startups to list - and is a Customer Development mentor for HackFWD.

Franco Papeschi, a service design and UX expert, co-founder of Design Jam, who works with The Web Foundation, delivering startup support across Africa.

Format of the day (subject to change)

10.00am BBC present their secrets for us!