Understand your customers
Talking to customers & user research
Learn the truth without leading the witness.
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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 do I show a prototype to users without biasing their reaction?
Hand it over, give them a goal, and shut up. Don't narrate or explain, watch where they get stuck, what they ignore, and what they say out loud. Th...
What's the difference between a customer saying they'll pay and actually pulling out a card, and how do I test the real one early?
Verbal commitment is close to worthless because saying yes costs nothing, so people say it to be nice. The truth shows up when you ask for somethin...
How do I recruit and interview my competitor's customers without it getting weird or them shutting down?
Competitor customers are gold because they've already paid to solve the problem, and their complaints are your roadmap. As a starting point, approa...
How do I keep learning from customers after launch instead of only doing research once at the start?
Research isn't a phase you finish, it's a channel you keep open, because your customers and their problems keep moving. As a starting point, wire f...
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