5min
Module 1: The Lean Startup Mindset
Module 2: Defining Your Vision
Module 3: The Build-Measure-Learn Feedback Loop
Module 4: The Minimum Viable Product (MVP)
Module 5: Validating with Customers
Module 6: Pivoting or Persevering
17/23 Lessons
Content
Assignment
A successful customer interview is a lot like a scientific experiment: it requires preparation, a clear process, and a focus on collecting data. And that’s what we are going to cover in this lesson. Here’s a step-by-step guide to designing and running your interviews.
1. The Interview Guide: Before the Interview
You don't want to walk into an interview without a plan. An "interview guide" is a simple list of topics you want to cover. It's a flexible document, not a rigid script.
Introduction:
Start by thanking them for their time and setting the stage. Be clear that you are there to learn, not to sell. (e.g., "Hi [Name], thanks for your time. I'm working on a new idea, and I'm here to learn about your experiences, not to pitch anything.")
Key Questions:
Include the "good questions" you drafted in the last lesson.
Conclusion:
Thank them again and ask if they would be open to a follow-up conversation.
2. During the Interview: The Art of Listening
This is the most important part. Your job is to listen and observe, not to talk.
Talk Less, Listen More:
Strive for a 90/10 ratio of listening to talking. Your interviewee should be doing most of the talking.
Take Notes:
If possible, have a notetaker with you so you can focus entirely on the conversation. If you're alone, jot down a few key quotes or ideas immediately after they finish speaking.
Stay Neutral:
Avoid showing strong reactions, positive or negative. If they say something great about your idea, don't get excited. If they say something negative, don't get defensive. Just ask, "Tell me more about that."
Dig Deeper:
Use follow-up questions to uncover the real pain points.
"Why was that a problem?"
"Can you walk me through that process?"
"What did you do after that?" These questions help you get beyond the surface level.
3. After the Interview: Capture Your Insights
The moment the interview is over, your job isn't done. The first few minutes after the conversation are crucial for capturing insights.
Immediate Debrief:
If you have a notetaker, immediately talk through what you heard. What were the key themes? What surprised you? What was the most important quote?
