Understand your customers
Talking to customers & user research
Learn the truth without leading the witness.
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How do I run customer discovery as an Indian founder building for Indian users?
The frameworks are global but the field is local: Indian buyers often say 'yes, nice' to your face and never pay, so watch what they do, not what t...
I've done 20 interviews and every person described a slightly different problem. How do I know if there's a real pattern or just noise?
Scattered problems usually mean your target group is too broad, not that there's no signal. As a starting point, sort the transcripts by who the pe...
How do I tell the difference between a nice-to-have problem and one people will actually change their behavior to fix?
A real problem shows up in what people already do about it: they've cobbled together a workaround, they're paying for a bad substitute, or they've ...
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