Customer Discovery: What Do You Ask, with Justin Wilcox
Video from Techstars. Watch on YouTube.
What you'll get
Justin Wilcox, a software founder who writes about customer interviews, gives ground rules and a short script for a first conversation: don't pitch, ask about the past and present rather than the future, and have the person tell the story of the last time they hit the problem. No interview guide written for consumer products turned up, so this one comes from the Services track; ask shoppers about the last time they bought your kind of product, not whether they would buy yours.
Do this week
Ask five people who buy your kind of product to tell you about the last time they bought it, where, why and what they paid, without mentioning your product, and write down their exact words.