Understand your customers
Talking to customers & user research
Learn the truth without leading the witness.
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How do I talk to customers without them just telling me what I want to hear?
Stop pitching and start interrogating their past. Ask about what they actually did last time the problem hit, what it cost them, and what they trie...
What questions should I actually ask in a customer interview?
Ask about the past and the concrete, not the future and the hypothetical. 'Walk me through the last time you dealt with X', 'what's the hardest par...
How many customer interviews do I need before I trust the signal?
There's no magic number, you're done when you can predict roughly the next answer before they say it. In practice that's usually 15-30 conversation...
Where do I find people to interview when I have zero audience?
Start with the person you already know who has the problem, then ask each interviewee for two intros. Go where the customer already hangs out, nich...
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...
How do I get honest answers when the person I'm interviewing is a friend or someone in my network?
Friends want you to succeed, so they will soften everything, which is the opposite of what you need. As a starting point, frame the conversation ar...
Should I do customer interviews live over a call, or is survey data good enough at the start?
At the start, surveys are a trap because they let you skip the messy, contradictory human detail where the real insight lives. You cannot ask a fol...
What are the questions that quietly ruin an interview by leading the person to the answer I want?
The killers are hypotheticals and pitches disguised as questions: "Would you use an app that...", "Don't you hate it when...", "How much would you ...
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