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Lesson 2: Listen, listen, and listen to users/customers, and then listen again…don’t just talk.

One reason start-ups make things that nobody wants to buy is that entrepreneurs don’t get out and engage users, buyers, or people who represent other key stakeholder groups. When they do, they often ask leading questions and "confirmation bias" helps them hear what they want and discount what they don’t like. As “experts”, they often spend more time telling their story or selling than listening, observing, and probing. Successful entrepreneurs are out observing, talking, working, and listening to users and customers constantly, soaking-up what users and buyers actually do, understanding who benefits from a potential solution, and how big an impact that solution might make.

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Resources

12 Tips

Tips for early customer development interviews.

Talking to Humans

This is guide helps people learn how to talk to their real or potential customers.

Customer Discovery: Interviewing Tips

and Techniques

This presentation aims to share tips for conducting productive interviews and techniques for

asking the right questions to help you get the information you need from those who matter

most... your customers.