Essay
The Iterative-Hypothesis Customer Development Method
Jason Cohen · A Smart Bear Free Intermediate
Cohen has run this exact process since before he sold his first company, and he is unusually candid about the mechanics: write your hypothesis down before the call so you cannot rewrite your memory of it afterward, then keep interviewing until the surprises stop. That last part is close to the prediction test in our short answer, stated as a stopping rule you can actually use. He also explains why asking would you buy this fails, every time.
- Write your hypothesis down before each interview, so you cannot unconsciously revise it later.
- Keep interviewing until you stop being surprised, that is your signal to stop.
- Never ask would you buy this, ask about their current workflow and what they already pay for.
