There is a universal truth in entrepreneurship that nobody wants to hear.
You are not your customer.
You might think you are. You might feel spiritually connected to them. You might even believe
that everyone in the world thinks exactly like you. But unless you are planning to buy every
single product you make… we need a reality check. The only way to know if your idea meets a
real need is to talk to the people who actually have the need.
Guessing is expensive
Here is what guessing looks like:
- You make something you love
- You spend months perfecting it
- You release it to the world
- The world shrugs and goes right back to whatever it was doing
And then you are left with a garage full of “inventory” that doubles as a monument to lessons
not learned. Let me save you time, money, and stress sweat: talk to customers before you
build anything.
Your customers have the answers
You do not need a market research department. You do not need a lab coat or a clipboard. You
need conversations.
Ask people what is frustrating them. Ask what they’ve tried. Ask what is still not working. Ask
what it would be worth to fix that frustration. They will tell you everything you need to build a
useful business. Possibly more. People love to talk about their problems.
And here is the wild part. When you listen without trying to force your idea down their throat,
they will often describe exactly what they want to buy.
It is not an interrogation
You are not trying to solve the case of the missing customer. You are just being curious. You
are learning. You are doing entrepreneurship the way it actually works.
People are usually happy to help if they feel heard. So take notes. Ask clarifying questions.
Smile occasionally so no one thinks you are selling life insurance. Do not pitch. Learn. This is
the number one rule of customer discovery.
When you pitch too soon, people will politely avoid telling you the truth because they do not
want to crush your spirit. Then you walk away thinking the idea is brilliant when what they really
meant was, “Bless your heart.” Instead, ask about them. Not about your future product empire.
This is research. Not Shark Tank.
The more you learn now, the less likely you are to build something only your mom buys.
Customer discovery feels slower. I know. You want to sprint. I do too. But building a business is
not normally about speed. It is always about direction. Talking to customers makes sure you
are sprinting the right way… not off the nearest cliff.
Mini-checklist: your first customer conversations
- Do not pitch. Learn.
- Ask people what is frustrating them.
- Ask what they’ve tried.
- Ask what is still not working.
- Ask what it would be worth to fix that frustration.
- Take notes. Ask clarifying questions.
- Listen without trying to force your idea down their throat.
A personal note
I hope my son invents something that makes him very successful (and wealthy). If I can teach
him anything, it is this: the best solutions are the ones that come from listening. That is true
in business and in life.
If you want help crafting questions, finding people to talk to, or avoiding the awkward moment
where you forget how to start a conversation… come see me at The Biz Foundry. We work
through this deeply in Start Up: Business Bootcamp because customer discovery is not
optional. It is the foundation.
Remember, the customers you listen to early often become the customers who cheer loudest later.
