The Mom Test:

1. Talk about their life instead of your idea
2. Ask about specifics in the past instead of generics or opinions about the future
3. Talk less and listen more

Getting back on track (avoiding bad data):

1. Deflect compliments
2. Anchor fluff
3. Dig beneath opinions, ideas, requests, and emotions

Mistakes and symptoms:

1. Fishing for compliments “I’m thinking of starting a business... so, do you think it will work?” “I had an awesome idea for an app — do you like it?”
2. Exposing your ego (aka The Pathos Problem) “So here’s that top-secret project I quit my job for... what do you think?” “I can take it — be honest and tell me what you really think!”
3. Being pitchy “No no, I don’t think you get it...” “Yes, but it also does this!”
4. Being too formal “So, first off, thanks for agreeing to this interview. I just have a few questions for you and then I’ll let you get back to your day…” “On a scale of 1 to 5, how much would you say you…” “Let’s set up a meeting.”
5. Being a learning bottleneck “You just worry about the product. I’ll learn what we need to know.” “Because the customers told me so!” “I don’t have time to talk to people — I need to be coding!
6. Collecting compliments instead of facts and commitments “We’re getting a lot of positive feedback.” “Everybody I’ve talked to loves the idea.”

The process before, during and after the meeting:

1. If you haven’t yet, choose a focused, findable segment
2. With your team, decide your big 3 learning goals
3. If relevant, decide on ideal next steps and commitments
4. If conversations are the right tool, figure out who to talk to