Course
Talking to customers
Get truth out of customer conversations instead of politeness — and turn what you hear into decisions.
8 lessons · about 60 minutes
Lessons
- Why you cannot ask people what they wantThe two failure modes of customer conversations, and what to ask instead.7 min
- Who to talk to and how to get the callFinding the right ten people and getting them to say yes.8 min
- Questions that get truthA small set of questions that keep producing useful answers.8 min
- Running the interviewThirty minutes, mostly silent, entirely their words.7 min
- Listening for the real problemSeparating what people say from what they do and what they will pay for.8 min
- What to do with what you heardTurning a pile of notes into decisions and copy.8 min
- Testing before you buildCheap ways to check demand with something short of a product.7 min
- Making it a habitTwo conversations a month beats a research project once a year.7 min