Customer Discovery: What Do You Ask, with Justin Wilcox

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, have the person tell the story of the last time they hit the problem, and ask why it was hard and how they handle it now. His examples are software, but the script works for asking a possible client how they found and judged the last provider they hired.