(Very Basic) TIPS for phone/face-to face Interviews, by Steve Blank

Ø  When you first meet/talk with potential customers to validate an idea, resist the temptation to pitch them your proposed solution.

Ø  Rather, spend your time deeply understanding the issue you are trying to solve, ask lots of questions, and if possible, watch them go through the steps (or have them show you) they take to complete their task.

Ø  After you have seen and fully understand what the customer is trying to achieve and how they are going about it today, ask simple questions such as, "What if you did it this way or Have you ever tried to do this?"

Ø  Without being to direct with your business pitch, listen to how the customer responds to your initial proposal to change the way they are currently completing their tasks.

 

My suggestion is learn-by-doing: practice makes the master. Try to take someone with you when you make the interviews: you listen and observe, the other takes notes.

 

In this process remember to develop your skills regarding "Empathic interviews":

·         Reflective listening is the key component to expressing empathy (and to make sure you understand what the customer / user is saying).

·         Mindfulness is the key component to being empathic (it allows you to pay full attention with nonjudgmental observation).