Validation Over Vibes: The Art of the Customer Interview

"Do you like my idea?" is the worst question you can ask a potential customer. They'll almost always say "yes" to be polite. But "yes" doesn't equal a sale. Real validation comes from understanding the pain someone is already feeling, not the features they think they want.

Here is how you can move from "vibes" to "validation" in your next set of customer interviews.

Focus on the Past, Not the Future

Instead of asking what someone would do, ask what they did do. "When was the last time you struggled with [problem]?" is a much more powerful question. "How did you solve it?" follows up perfectly. People are poor predictors of their own future behavior but excellent chroniclers of their past struggles.

Listen for the "Sigh of Relief"

The best signals in a customer interview aren't words. They're emotions. When someone describes a problem and lets out a deep sigh, you've found a real pain point. That's where you should focus your product.

The Mom Test

The best interviews feel like a conversation with a friend, not a sales pitch. You shouldn't even mention your product until the very end of the interview. The goal is to learn about their world, not to convince them yours is better.

Your Goal

Aim for ten interviews with people in your target niche. If seven of them describe the same specific struggle, you have a solid foundation. If they all have different problems, you're not specific enough. Keep digging.