Talking to Humans: Success Starts with Understanding Your Customers
by Giff Constable & Frank Rimalovski · 2014
In a nutshell
Giff Constable's ultra-practical guide to customer discovery. Short, free, and filled with tactical advice for validating ideas through conversations.
Overview
Giff Constable provides a short, practical guide to customer development interviews. Learn what to ask, who to talk to, and how to synthesize insights.
Key Topics
- Who to talk to
- How to find them
- Questions that reveal truth
- Taking notes effectively
- Synthesizing what you learned
- When you've learned enough
The Framework
Before Interviews
- Define assumptions to test
- Create discussion guide
- Recruit diverse participants
During Interviews
- Ask about past behavior
- Dig into specifics
- Watch for workarounds
- Listen more than talk
After Interviews
- Look for patterns
- Challenge your assumptions
- Decide what to build (or not)
Best Practices
- 5-10 interviews per cohort
- Interview until patterns emerge
- Don't pitch—learn
- Record (with permission)
- Share insights with team
Free PDF available. Self-published 2014. 50 pages. Perfect starting point.
Reference
Talking to Humans: Success Starts with Understanding Your Customers — publisher / official page. Summary adapted from the Awesome Startup Books collection.
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