Lesson 1
Conducting Structured Discovery Interviews
Learn how to talk to potential customers to uncover deep, monetisable problems.
Avoid the Pitch
When validating, never ask, 'Would you buy this?' People will lie to be nice. Instead, ask about their past behaviours. Use the 'Mom Test' framework: talk about their life, not your idea. ## The Interview Script Ask these three questions: 'How do you currently solve [the problem]?', 'What is the most frustrating part about that solution?', and 'How much are you spending to solve it right now?' If they aren't paying money or spending significant time on a workaround, the problem isn't painful enough to support a business. Aim for 10-15 interviews. Look for patterns in their complaints. If three people complain about the exact same feature in existing products, you have found an opening. Document every response in a spreadsheet. This data serves as the foundation for your product specs and marketing copy. You are hunting for evidence of frustration, not validation of your genius.