The Questions I Wish I Asked My Customers
How to Conduct Customer Interviews That Change Everything
The distillation of a decade of customer research, product launches, and go-to-market strategy. The questions, frameworks, and hard-won lessons that only come from sitting across from thousands of customers and really listening.
Ten chapters. A decade of listening.
Every chapter distilled from hundreds of customer interviews and dozens of launches. Use the questions at the right stage. Skip the wrong ones.
- 01
The Discovery Phase
Why most companies skip the most important step.
- 02
Validation, MVP, and Product-Market Fit
Three stages founders confuse — and how to tell them apart.
- 03
How to Conduct a Customer Interview
This is not a sales call. Closer to a therapy session.
- 04
The Three Research Phases
Pre-build, beta, and in-market — each needs different questions.
- 05
Research Frameworks
Jobs To Be Done, Hero’s Journey, and the Apple approach.
- 06
Customer Research Questions — B2C
Eighteen questions for pre-product and post-product B2C interviews.
- 07
Customer Research Questions — B2B
Eighteen questions for organizational decision research.
- 08
Understanding the Decision Journey
Inspired by Christensen: the functional, emotional, and social job.
- 09
Customer Research Pitfalls to Avoid
The six mistakes that cost companies months.
- 10
Building a Sustainable Research Program
Advisory boards, beta programs, and the quarterly research rhythm.
In
Their
Own
Words.
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The success of a company is a reflection of how well it knows its customers.
Ask the questions that change everything.
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