Asking good questions (Chapters 1 & 3) Avoiding bad data (Chapter 2) Keeping it casual (Chapter 4) Pushing for commitment & advancement (Chapter 5) Framing the meeting (Chapter 6) Customer segmentation (Chapter 7) Prepping & reviewing (Chapter 8) Taking notes (Chapter 8)
Talk about their life instead of your idea Ask about specifics in the past instead of generics or opinions about the future Talk less and listen more
Deflect compliments Anchor fluff Dig beneath opinions, ideas, requests, and emotions
“I’m thinking of starting a business... so, do you think it will work?”
“I had an awesome idea for an app — do you like it?”
“So here’s that top-secret project I quit my job for... what do you think?”
“I can take it — be honest and tell me what you really think!”
“No no, I don’t think you get it...” “Yes, but it also does this!”
“So, first off, thanks for agreeing to this interview. I just have a few questions for you and then I’ll let you get back to your day…” “On a scale of 1 to 5, how much would you say you…” “Let’s set up a meeting.”
“You just worry about the product. I’ll learn what we need to know.” “Because the customers told me so!” “I don’t have time to talk to people — I need to be coding!