Customer Discovery is the systematic process of talking to potential customers to validate (or invalidate) your assumptions. It was popularized by Steve Blank and is the foundation of the Lean Startup methodology. The goal is NOT to sell — it's to learn.
The #1 rule of customer interviews: NEVER ask "Would you buy this?" Instead ask "Tell me about the last time you experienced [problem]."
A good customer interview follows the "Mom Test" principle (by Rob Fitzpatrick): ask about their life, not your idea. People will lie to be polite about your idea, but they won't lie about their own behavior and experiences.
The 20 Essential Customer Discovery Questions:
- 1. Tell me about how you currently handle [process/problem].
- 2. What's the hardest part about [doing this thing]?
- 3. How often do you encounter this problem?
- 4. What have you tried to solve it?
- 5. What don't you like about existing solutions?
- 6. How much time/money do you spend on this today?
- 7. Who else is involved in this process/decision?
- 8. What would an ideal solution look like?
- 9. How would solving this change your workflow?
- 10. What would you be willing to pay for a solution?
- 11. Who would need to approve the purchase?
- 12. What's your budget cycle?
- 13. How did you find your current solution?
- 14. What would make you switch from your current approach?
- 15. What keeps you up at night about this area?
- 16. How do you measure success in [this area]?
- 17. What trends are you seeing in your industry?
- 18. Who else should I talk to about this?
- 19. Can I follow up with you in 2 weeks?
- 20. Is there anything I should have asked but didn't?
Key Takeaways
- Customer Discovery is about learning, not selling.
- Follow the Mom Test: ask about their life, not your idea.
- Aim for 20-30 interviews minimum before drawing conclusions.
- The best questions explore behavior, not opinions.