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Why we picked it A concise reference sheet that names the exact failure modes this question is about: leading questions like wouldn't you agree and hypothetical ones like would you buy this, with the fix, ask about the last time it happened, spelled out plainly. It's short enough to reread before every batch of interviews. Good as a one page checklist alongside the longer books on this list.
Customer Discovery Basics
From Harvard Business School, Rock Center for Entrepreneurship 5 min read
- Avoid leading questions (wouldn't you agree) and hypothetical questions (would you buy) entirely.
- Ask tell me about the last time you, instead of asking for an opinion or a prediction.
- Watch for emotion and frustration in the answer, that's the signal, not the words themselves.
