Go talk to your customers
You’ve probably heard it a hundred times: “Go talk to your customers.” It’s solid advice. But here’s the twist—most people are doing it wrong.
This isn’t just about chatting over coffee or sending out another survey with questions you already know the answers to. This is about having real conversations with the right people to uncover the kind of insights that actually shape better products, stronger messaging, and higher conversion rates.
Maybe you’ve already talked to your customers. Maybe dozens. Maybe hundreds. But ask yourself:
Did those conversations reveal what truly drives their decisions?
Do you know what keeps them up at night, what they aspire to, what they’re afraid of?
Are you sure the questions you asked weren’t leading them toward the answers you wanted to hear?
If you’re even a little unsure, that’s where our process comes in.
We’ve spent years building, testing, and refining a way to cut through the fluff. It’s lean, it’s focused, and it gets to the truth quickly. Our method starts with just 6–8 conversations with people in your ideal customer profile. No sales pitches. No loaded questions. Just real talk about pain points and aspirations.
We need to know what actually motivates someone to find you, to engage, and to buy. Telling people you’ll solve all their problems in an interview and asking if they want what your selling doesn’t help. Everyone says yes to that in the moment, but rarely in practice.
Then we take those insights and test them at scale—fast, cheap, and with purpose.
Surveys? Focus groups? That’s the old way. They’re too polite, too biased, too slow. What you need is fast learning from real conversations—and a system to help you repeat it until your message and product align with what people are already looking for.
So whether you’ve talked to one person or a hundred, it’s time to pressure-test those conversations. Let’s find your people. Let’s uncover what matters. And let’s build something that actually hits.
👉 It starts with building a discussion guide.
Talk to the right people. Build the right thing.
What if I have a marketplace or distinct users and customers?
Great. Even more reason to run multiple validation sprints.
If you’re working with a two-sided marketplace or your product serves both users and buyers (think: schools and students, HR teams and employees, venues and ticket-buyers), you simply apply the same process to each group.
Set up separate campaigns. Test different audiences. Explore who’s easier to reach, who has the bigger pain, and where your biggest opportunity sits. You’ll likely uncover different motivations, language, and decision drivers for each side—and that’s exactly what you need to build something both sides will love (and pay for).